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CHAPTER 4 Evaluating and Understanding the Organization The information in this chapter will enable the planning team to identify trends, critical events, Creating a Process Plan and Road Map and ideals that characterize the historical context, culture, and structure of their organization. (Chapter 3) This chapter is designed to help the planning team do the following: Document key events and trends in their organization's history by conducting a historical Evaluating and Understanding the review Organization Review historical performance statistics (operational, financial, and so forth) (Chapter 4) Identify factors critical to achieving, or failing to achieve, the goals previously identified for the organization Defining and Articulating the Organization's Mission, Examine how the organization's governance structure has evolved (optional) Vision, and Values (Chapter 5) Scanning the Environment and Predicting 4.1 Conducting a Historical Review of the Organization Developments (Chapter 6) In many cases, the further back in time a stream of events can be analyzed, the longer into the future a potential action and event stream can be projected. By reviewing the past, members of Identifying Strategic Issues, the planning team will be able to develop a shared sense of perspective (often known as "insti- Strategies, and Long-Term tutional memory") and an appreciation that will draw them together and create enthusiasm for Objectives tackling future challenges.13 (Chapter 7) In the process of completing Worksheet 4.01, "Documenting Key Past Events and Historical Formulating Trends," the planning team will do the following: Short-Term Objectives and Creating Action Plans Create a timeline of past airport-specific events that have affected the organization's per- (Chapter 8) formance. The length of time considered should be sufficient to cover events that have had a significant impact on the organization's current state (typically at least 10 to 20 years). Writing, Communicating, Create a timeline of past external events that have affected the organization's performance. and Executing the Plan The length of this timeline should mirror the timeline selected for the past airport-specific (Chapter 9) events above. Analyze how the events depicted on each timeline interrelate and determine if any discernible Monitoring, Evaluating, and trends have the potential to affect the present state of being or future performance of the Modifying the Plan organization. These trends should then be ranked in order of importance. The answers to this (Chapter 10) 13 For general background on the productivity benefits that can result from cultivating institutional memory, see Arnold Kransdorff, Corporate DNA: Using Organizational Memory to Improve Poor Decision-Making (Surrey, UK: Gower Publishing/ Ashgate, 2006). 44