Top Banner
Hello. James Caig Head of strategy, True Digital @jamescaig
56
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Strategy - what the @*%! is it anyway?

Hello. James Caig Head of strategy, True Digital @jamescaig

Page 2: Strategy - what the @*%! is it anyway?
Page 3: Strategy - what the @*%! is it anyway?
Page 4: Strategy - what the @*%! is it anyway?
Page 5: Strategy - what the @*%! is it anyway?
Page 6: Strategy - what the @*%! is it anyway?
Page 7: Strategy - what the @*%! is it anyway?

What the @&*! is it anyway?

Page 8: Strategy - what the @*%! is it anyway?
Page 9: Strategy - what the @*%! is it anyway?

1. What is strategy and why do we need it?

2. What makes a strategist?

3. What should they be doing for you?

Page 10: Strategy - what the @*%! is it anyway?
Page 11: Strategy - what the @*%! is it anyway?

“STRATEGY IS GOD”

Page 12: Strategy - what the @*%! is it anyway?

OST

Page 13: Strategy - what the @*%! is it anyway?

I want to lose weight

Lose ten kilosDiet (eat better, exercise more)Record calorie intake and exercise output Visualise ‘thinner me’ Use stairs instead of the lift Join up with other dieters

OST

Page 14: Strategy - what the @*%! is it anyway?

Morris Ernst, 1933

Publish Ulysses, legallyWin court case before publicationSort Judge and Jury Make it about literary opinion Get prosecuted under import laws Get myself arrested

OST

Page 15: Strategy - what the @*%! is it anyway?

Steve Jobs, Apple, 1997

SurvivalSimplificationProducts Style Management systems Team structures

OST

Page 16: Strategy - what the @*%! is it anyway?

It’s not strategy until it’s written down

Page 17: Strategy - what the @*%! is it anyway?
Page 18: Strategy - what the @*%! is it anyway?

“THE STRATEGY KERNEL”

Page 19: Strategy - what the @*%! is it anyway?

The diagnosis

A guiding policy

Coherent actions

Page 20: Strategy - what the @*%! is it anyway?

The diagnosis

A guiding policy

Coherent actions

The obstacles in the way of success

Signposting your approach to dealing with the obstacles

Feasible actions and resource commitments designed to carry out the guiding policy

Page 21: Strategy - what the @*%! is it anyway?
Page 22: Strategy - what the @*%! is it anyway?

The future is wobbly

Page 23: Strategy - what the @*%! is it anyway?

Craigslist disruption map

Source:Budd Caddell https://medium.com/nobl-collective/culture-is-more-than-a-ping-pong-table-d8c634e475f

Page 24: Strategy - what the @*%! is it anyway?
Page 25: Strategy - what the @*%! is it anyway?

Q: Did you end the year working to the same marketing plan as you started it?

92%

8%

NO

YES

Source: Aegis / Advertising Association, 2014

Page 26: Strategy - what the @*%! is it anyway?
Page 27: Strategy - what the @*%! is it anyway?
Page 28: Strategy - what the @*%! is it anyway?
Page 29: Strategy - what the @*%! is it anyway?

Strategy brings focus and gives you a better chance of controlling your own destiny

Page 30: Strategy - what the @*%! is it anyway?

1. What is strategy and why do we need it?

2. What makes a strategist?

3. What should they be doing for you?

Page 31: Strategy - what the @*%! is it anyway?
Page 32: Strategy - what the @*%! is it anyway?
Page 33: Strategy - what the @*%! is it anyway?

Common sense

Curiosity

Brevity

Page 34: Strategy - what the @*%! is it anyway?

“I think science is not about absolutes.

Science is about honesty.

The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense.

It’s like plumbing."

Source: http://gu.com/p/49je3/sbl

Page 35: Strategy - what the @*%! is it anyway?

“I think science is not about absolutes.

Science is about honesty.

The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense.

It’s like plumbing."

Source: http://gu.com/p/49je3/sbl

strategy

Strategy

strategists

Page 36: Strategy - what the @*%! is it anyway?

“I think science is not about absolutes.

Science is about honesty.

The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense.

It’s like plumbing."

Source: http://gu.com/p/49je3/sbl

strategy

Strategy

strategists

Page 37: Strategy - what the @*%! is it anyway?

Source: RSA

Student Design Award Winner https://

vimeo.com/128238282

Page 38: Strategy - what the @*%! is it anyway?

“Poetry gave me great pleasure. As a schoolboy I took intense delight in Shakespeare. Pictures gave me considerable, and music very great, delight.

But now my mind has become a kind of machine for grinding general laws out of large collections of fact. The loss of these tastes is a loss of happiness, and may be injurious to the intellect, and more probably to the moral character, by

enfeebling the emotional part of our nature.”

Page 39: Strategy - what the @*%! is it anyway?

“The narrative arts greatly widen our perceptions of human experience, and enable us – vicariously, or as a fly-on-the-wall witness – to see into lives, conditions and experiences which one might never encounter in practice.”

Page 40: Strategy - what the @*%! is it anyway?

Read. Research.

Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments.

Reconcile and understand. Create new connections.

Create competitive advantage.

Page 41: Strategy - what the @*%! is it anyway?

Read. Research.

Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments.

Reconcile and understand. Create new connections.

Create competitive advantage.

And write.

Page 42: Strategy - what the @*%! is it anyway?

Research like an academic. Write like a reporter.

Page 43: Strategy - what the @*%! is it anyway?

1. What is strategy and why do we need it?

2. What makes a strategist?

3. What should they be doing for you?

Page 44: Strategy - what the @*%! is it anyway?

Constant Optimisation

Richard Huntington, Saatchi & Saatchi

Periodic Disruption

Page 45: Strategy - what the @*%! is it anyway?

Data gathering and synthesis

Knitting together a wide range of sources to uncover insight and distill thinking that sharpens focus. 

Page 46: Strategy - what the @*%! is it anyway?

A good insight is fresh, deep, focused and directional.

Faris Yakob

Page 47: Strategy - what the @*%! is it anyway?

A good insight is something you didn’t know before. Something that may change the way you think about the problem.

Dave Trott

Page 48: Strategy - what the @*%! is it anyway?

A good insight is when you realise the business problem is a behaviour change in disguise

Pats McDonald

Page 49: Strategy - what the @*%! is it anyway?

FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets

Kevin Drew Davis

Page 50: Strategy - what the @*%! is it anyway?

FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets

Kevin Drew Davis

Page 51: Strategy - what the @*%! is it anyway?

FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets

Kevin Drew Davis

Page 52: Strategy - what the @*%! is it anyway?

FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets

Kevin Drew Davis

Page 53: Strategy - what the @*%! is it anyway?

Facilitation and collaboration

Work with analytics, media, UX and design

Structure and lead workshops

Develop the fundamental skills that give confidence to a client and a team 

Page 54: Strategy - what the @*%! is it anyway?

Story telling

Make data tell a story

Bring others along with a compelling vision of the future

Hone a well-crafted rationale to a business-changing creative idea

Page 55: Strategy - what the @*%! is it anyway?

1. What is strategy and why do we need it?

2. What makes a strategist?

3. What should they be doing for you?

Page 56: Strategy - what the @*%! is it anyway?

Go start some fires.

Thank you.