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Staple Yourself…

…to an Order

Why We Always Recommend “Staple Yourself to an Order” at QORVAL Partners—Especially in the Age of ERP and CRM Integration

At QORVAL Partners, we’re often asked what foundational thinking guides our approach when we help businesses navigate complexity, disruption, or large-scale transformation. One of the first things we recommend—regardless of industry, size, or challenge—is the timeless Harvard Business Review article “Staple Yourself to an Order.”

Originally written by Shapiro, Rangan, and Sviokla, this classic piece urges executives to physically (or figuratively) follow a single customer order through every step of its journey—from initiation, to pricing/estimating, to fulfillment to billing.

It’s a deceptively simple concept that uncovers something profoundly important: the often invisible friction within an organization that erodes performance, customer satisfaction, and margin.

Today, this concept is more relevant than ever.

Today’s Challenge: Complexity Masquerading as Sophistication

In today’s business environment, leaders are contending with digital transformation, hybrid work, fractured supply chains, and increasingly demanding customers. Whether you’re in manufacturing trying to streamline production and inventory, or a services company delivering high-touch engagements, the story is the same: technology investments are rising, but clarity and coordination are often lagging behind.

Enter: integrated ERP and CRM systems. These platforms promise visibility, accountability, and process harmony. But without a customer-centric lens, they can become digital silos—expensive tools layered over old problems.

Why “Staple Yourself to an Order” Still Works—Especially in Tech Rollouts

When companies roll out ERP or CRM platforms, there’s a natural tendency to map processes from the inside out. The IT department talks to functional leads. Teams list features they want. Consultants configure the system to fit the org chart.

But this approach often misses the point: the only process that truly matters is the one the customer experiences. This is why we always come back to the core exercise from the article: staple yourself to an order.

• Start with a real customer transaction—not a hypothetical flowchart
• Walk through every step that order touches: sales, intake, operations, logistics, invoicing, support
• Identify breakdowns, delays, rework, and “dead zones” in communication or responsibility
• Redesign the process around the customer’s expectations, then build your ERP/CRM to support that

This approach flips the traditional tech implementation model. Rather than asking “how do we make the system work?,” we ask, “how do we make the business work for the customer—and how can technology support that?”

From Manufacturing to Services: Universal Lessons

In a manufacturing company, stapling yourself to an order might expose that customer specs are reinterpreted at three different points—engineering, production, and QC—all slightly differently. The ERP might be “correct,” but the variation still leads to rework and waste. Mapping the full order journey surfaces these disconnects before they’re coded into the system.

In a services firm, the order may be a signed contract or engagement letter. The client expects a seamless kickoff, but the handoff between sales and delivery is clunky. CRM fields are filled inconsistently, and project setup requires multiple follow-ups. Again, following a real order helps reveal how experience gaps emerge—and where technology should bridge them.

How QORVAL Applies This Thinking

At QORVAL, we don’t implement systems for the sake of systems. We help companies transform operations and culture to be more customer-focused, agile, and aligned. Whether it’s advising on ERP/CRM deployment, process redesign, or enterprise performance, we always start by seeing what the customer sees.

“Staple Yourself to an Order” is more than a clever title. It’s a discipline. One that grounds digital investments in reality and connects strategy to the front lines. And it’s exactly how we help leaders build companies that don’t just function—they flow.

If you’re planning a technology transformation—or stuck in one—try this simple act: follow a real order. Step by step. Experience the business like a customer. Then give us a call. We’ve stapled ourselves to a lot of orders—and we’d be glad to walk the next one with you.

Here’s the link to the article:

https://hbr.org/2004/07/staple-yourself-to-an-order

Paul Fioravanti, MBA, MPA, CTP, is the CEO & Managing Partner of QORVAL Partners, LLC, a FL-based advisory firm (founded 1996 by Jim Malone, (1942-2021) six-time Fortune 100/500 CEO) Qorval is a US-based growth and exit advisory, turnaround, restructuring, business optimization and interim management firm. Fioravanti is a proven advisor and CEO with experience in more than 90 situations in more than 40 industries. He earned his MBA and MPA from The University of Rhode Island and completed advanced post-master’s research in finance and marketing at Bryant University. He is a Certified Turnaround Professional and member of the Turnaround Management Association, the Private Directors Association, Association for Corporate Growth (ACG), Association of Merger & Acquisition Advisors (AM&MA), the American Bankruptcy Institute, and IMCUSA. Copyright 2025, Qorval Partners LLC and/or Paul Fioravanti, MBA, MPA, CTP. All rights reserved. No reproduction or redistribution without permission.

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