Description

In this episode of Chain Reaction, host Michael Ostroumov welcomes Rupert Morrison, a serial entrepreneur, former management consultant, and founder of OrgView and Arahi. The conversation spans Rupert’s transformation from consultancy to technology entrepreneurship and dives deep into his three acclaimed books, each tackling strategic value creation, organizational design, and workforce planning.

Rupert discusses how robust strategy and thoughtful organizational design are essential to sustainable value creation, especially in commoditized industries like logistics. The conversation delivers practical insights on how businesses—whether large enterprises or five-truck logistics startups—can leverage data, clarity in value proposition, and scalable tech to escape the “race to the bottom” and build long-term competitive advantages.

Guest Bio

Rupert Morrison is a recognized thought leader in organizational strategy and design. Formerly a consultant at AT Kearney, he founded Concentra Analytics and built OrgView into a globally recognized platform for organizational design and workforce planning. His newest venture, Arahi, focuses on aligning strategy with execution through analytics-driven board reporting.

Rupert is also a three-time published author, known for Data Driven Organization Design, Organizational Planning and Analysis, and Strategic Value Creation. His work empowers companies to transform their planning processes, design scalable org structures, and execute on strategy through meaningful metrics and insights.

Takeaways

• • Strategy starts with understanding where you play and how you win.
  • Org design isn’t about reporting lines—it's about designing around the work and capabilities.
  • Businesses often confuse strategy with vision statements; a strategy must be actionable and differentiating.
  • Ask your customers: “What do you truly value?” Use that feedback to define your value factors.
  • The “POPE” framework enables visualizing strategy on one page, making it actionable and communicable.
  • Operational KPIs should align with customer value factors, not just internal metrics.
  • Automation and AI can massively scale capabilities—even in small logistics companies.
  • Decision-making structures (like “RAD” vs. “RACI”) are key to unlocking org effectiveness.

Chapters

00:00 Introduction to Rupert Morrison and career journey

02:00 Concentra, OrgView, and the evolution into PE-backed growth

04:00 Board reporting and strategic alignment

06:00 The birth of Arahi and the mission of strategy clarity

08:00 Strategy in logistics: Avoiding commoditization

10:00 What makes value creation strategic?

13:00 The value factor framework and customer segmentation

18:00 Insights into customer conversations and data collection

22:00 Org design and avoiding incentive misalignments

25:00 Leveraging tech for org clarity and decision-making

28:00 The impact of AI and tech democratization

32:00 The POPE framework for one-page strategy execution

36:00 Wrap-up and key takeaways

Follow on LinkedIn

Follow Rupert Morrison on LinkedIn ⁠⁠⁠

⁠Follow Michael Ostroumov on LinkedIn

You can find and buy my three books: https://www.koganpage.com/authors/rupert-morrison or Amazon

Two Business:

Find out more about Ārahi @ https://arahi.com/

Find out more about OrgVue @ https://www.orgvue.com/

For Unpacking Organizations Podcast that I co-host:

Orgvue website: https://www.orgvue.com/resources/podcast/unpacking-organizations-the-practitioners-podcast/?utm_campaign=orgvue&utm_source=linkedin&utm_medium=social&utm_term=unpacking_organizations_podcast&utm_content=unpacking_organizations_podcast

Spotify: https://open.spotify.com/show/4PdubpzJQhbOk0ORnziv7N

Apple: https://podcasts.apple.com/us/podcast/unpacking-organizations-the-practitioners-podcast/id1697837236

YouTube: https://www.youtube.com/playlist?list=PLlUvWo7JsC8ly0ReAdZqlVXgUFMgH8Lnn