To put it simply, DOCS measures aspects of culture that relate to how well an organization does things. The MCB measures aspects of culture that relate to doing the ‘right things’, continuously, as determined by the market.
Both things are important to a firm’s performance, but doing the ‘right things’ is undoubtedly the more fundamental to performance: No matter how well you do things within your organization, no matter how efficient your structure, no matter how talented your people, your will always fail if you are not doing the ‘right things.’
By the ‘right things’, we mean those things that the market demand. We mean aligning what’s happening inside the organization to what is happening outside the organization.