Stanford EPGC Review

What?What?What?What?

Executive Program For

Growing Companies

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The Strategy

� to win and keep winning

� control destiny

� doesn’t have to be perfect, just

flexible

� customers place constraints on

execution

� complements the vision

� a future we try to make happen

� clear, simple, compelling

Strategy Framework

� corporate strategy “ what we say”

� competitive advantage “what it takes

to win”

� distinctive competencies “what have we

got”

� strategic actions “what we do”

� internal environment “our culture”

Define the minimum winning

game

Brand Value

� not price, but value - EVC

� brand POD & POP

� POD: healthy POP: taste

� POD: “the customer” POP: market service

provider

� customer intimacy to manage the brand

� the brand is “a promise”

Organisation

� differences

� mr market

� trapped by assumptions

� managing culture

� own behaviour

� involvement

� clear messages

� reward systems

Innovation

� innovation

� exploitive (current) vs exploratory (new)

business

� the ambidextrous organisation

� seperate new from existing business

� maintain exec level oversight & share

resources

� has a common cause

Sticky

� urban legends are sticky

� the principles

� Simple

� Unexpected

� Concrete

� Credible

� Emotional

� Stories

� avoid “the curse of knowledge”

Sticky

“our mission is to become the

international leader in the space

industry through maximum team-centred

innovation and strategically targeted

aerospace initiatives”

“put a man on the moon and return him

safely to Earth by the end of the

decade”

Growth:

� trading marketplace

� “the perfect store”

� evolution

� c2c, c2c & b2c, portfolios

� growth though

� network effects (PODs)

� feedback loops - reputation index

� community

� listening to customers

� acquisitions

� PayPal, Skyke, StubHub, local auction sites

Technology

� lock in forward innovation

� move up the value chain – “value-add”

� set de-facto industry standard

� Windows, iPhone

� leverage economies of scale

� over invest in new era technology,

� Not current

� technology does not always move fast

� the future

� telepresence, RFID, robotics, nano

technology

Anything Anything Anything Anything else?else?else?else?

But also…But also…But also…But also…

And…And…And…And…

Plus…Plus…Plus…Plus…

Finally…Finally…Finally…Finally…