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The CuES Model

Customer |Employee|Shareholder

Converge |Engage |Succeed

Ver 1.1 Oct 2011


CuES Model is a framework mimicking the building blocks of nature. We believe if the model is diligently followed, it will bring success to all aspiring entrepreneurs.

The CuES Model can help

any entrepreneur to successfully establish a startup and transform it into a living company.


The pyramid-shaped tetrahedron is the strongest structure known. Carbon Tetrahedron has several successful applications ranging from computational fluid dynamics to naval architecture, from aviation to mobile technology and more . This widely accepted and thoroughly proven concept is used as a theoretical base for several practical purposes. Our concept is based on this well-proven theory. H

The CES Model is based on


the concept of the Carbon Tetrahedron Structure

Theory 3 of the 4 Hydrogen atoms are replaced with: Customer Employee Shareholder The fourth Hydrogen atom, at the top, represents Success The central Carbon atom represents Effort Four Faces represent: Value System Market Brand Society
Effort Customer Success

The Carbon Tetrahedron

has 5 atoms and 4 faces represented with stakeholders/attributes as shown



Theory The Hydrogen atom is the most basic element in the periodic table, meaning it forms the DNA of the science of chemistry. Similarly, the DNA of any company is constituted of its Employees, Shareholders, and Customers. The central Carbon atom is the driving force for the tetrahedron and hence we represent it with Effort. If all the valence electrons of Carbon are utilized, then it forms a strong structure like Diamond, if not properly utilized, then it will be a gas and nothing more! At any given point of time, only three Hydrogen atoms are bonded together to form a face, hence the left over Hydrogen is assumed to be the outcome in our model which represents Success.

The challenge is to identify how the elements

need to be bonded, and which stakeholder should put effort in collaboration with whom to grow and succeed.

Theory To understand our theory, please take a note of these important pointers listed below: The bottom vertices represent Customer, Employee, Shareholder, and their joining foundation represents the Value System of the company. Consider three vertices and one face as shown in the figure below. The top vertex will always be Success. Keep varying the other two vertices between combinations of Customer, Employee, and Shareholder and relevant faces will appear.
Success Success

Effort Employee Value System Customer Shareholder Effort


Employee Shareholder


Theory When Effort is made, it is the responsibility of X to make sure that Y and Z are effectively & efficiently in tandem and have bonded, then it is a definite that that face of the triangle will grow. Now similarly when all the triangular faces grow and EMERGE as winners, they all CONVERGE at one point which is represented by SUCCESS.


Hence the CuES model


helps companies



Illustration 1


When Effort is driven by


Effort Employee

the Customer, it is made sure that Shareholder and Employee are effectively & efficiently in tandem and have bonded; then it is definite that the companys BRAND will grow.



Illustration 2


When Effort is driven by


Effort Customer

Employee to make sure that Customer and Shareholder are effectively & efficiently in tandem and have bonded; then it is definite that the companys MARKET will grow.



Illustration 3


When Effort is driven the


Effort Customer

by Shareholder to make sure that Customer and Employee are effectively & efficiently in tandem and have bonded; then it is definite that the company in general and SOCIETY at large will grow.



The CES Model Shareholder Customer



Value system is at the base


Deep Dive The crux of any model is whether it can withstand the internal and external pressures of the business environment. A model or a theory is complete only when it is sustainable . Corporate Sustainability analysis will help it navigate the present day complex and unpredictable business environment.

The CuES Model has

accounted for all the important factors and believe the model leads to a Sustainable & Profitable Business.

The 3 spheres of sustainability

The model needs to address:

Social Pressures Economic Pressures Environmental Pressures

The Sphere of influence The most influential component in our model is the EFFORT. Hence the EFFORT is identified as the Sphere of influence. This sphere of influence is driven by identified action items The action items are essentially tasks that are needed to be done by that particular driving member to make sure the relevant face is growing. There are FOUR action items that have been selected for each case which constitute the respective Sphere of influence.

Action Action item 1 item 2 Action Action item 3 item 4

Hence the EFFORT is:

Employees sphere of influence Customers sphere of influence Shareholders sphere of influence

Employees Sphere of influence The action items for Employees sphere of influence are: Understand your customer fully Identify the right people to perform a job Gain profound industry insight Be responsive to ever changing customer needs

Employees Sphere Of Influence building the MARKET

Understanding Identifying
The effort is addressing the identified issues.



Customers Sphere of influence The action items for Customers sphere of influence are: Be treated with respect (Employee action item) Get a delightful experience (Employee action item) Participate in ethical commerce (Shareholder action item) Truthful Communication (Employee & Shareholder action item)

Customers Sphere Of Influence building the BRAND

Respect Experience
The effort is addressing the identified issues.



Shareholders Sphere of influence The action items for Shareholders sphere of influence are: Create a stimulating work environment Aim for the best possible product of highest quality Have a customer-centric approach Believe and encourage continuous learning & development

Shareholders Sphere Of Influence building the SOCIETY

Work Culture Quality
The effort is addressing the identified issues.


Learning & Development

Summary & Inference Summarizing the Deep Dive, the focus is around the sphere of influence or the effort which has set action items for each member. If the actions are done sincerely, and the model followed in terms of letting the appropriate stakeholder drive the other two, then any company whether a start up or an established company, will grow! The growth of a company in a particular face (Market | Brand | Society) will depend on the companys lifecycle stage. If the company is still nascent, then it would want to grow its market, if a company is stable then it will want to grow its brand, and if a company is well established then it would want to help the society grow so that in turn the consumer buying power grows which in turn will help the companys business grow, which finally leads to the growth of an entire eco-system .

We hope to validate this model with

quantitative measures to substantiate the qualitative aspects.

Questions & Thoughts

Thank you!