The strategist: An ever-evolving profession

The strategist: An ever-evolving

profession

ISSAM HEDDADSTRATEGY DIRECTOR, TP1

Today,we’re talking about agility, complexityand emergence. Concepts that have changed how I work.

Oh, strategy!It’s everywhere, in every decision we make, for better and for worse...

The problem with strategic decisions:

MAJORITY OF STRATEGIC

DECISIONSWORSE BETTER

WHAT IS STRATEGY?

EVERYTHING would be EASIER IF THE world was STABLE & PREDICTABLE.

But it isn’t.Especially where the Internet is involved.

Everything is faster AND more complex on the web.

Desynchronization: 38% of advertisers have 3 or

more agencies managing their

interactive account. 03/2013

New professions

Game developers

Big data developers

Narrative designers

Behavioural economists

...and other obscure

professions.

SPEED‣ Testing‣ Prototyping‣ Evaluating hypotheses

There’s a difference between a complicated problem and a complex

problem.

Complexity depends on the number of

components in your system.

The more components you have, the more

complex the system.

The cynefin frameworkThis model uses systems theory to help

us identify different types of problems

and how to respond to each.

COMPLICATEDSIMPLE COMPLEX

cause is known cause is identifiable cause is unknown

✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICES

The cynefin framework

COMPLICATEDSIMPLE COMPLEX

optimize a web page redesign a website develop an ecosystemof interconnectedservices

✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICES

The cynefin framework

Two other states exist: chaotic and disorganized. But you don’t want to go there...

(any choice) requires one part analysis and one part decision-making process.

Making a choice

Strategy always prioritized research and analysis.

But that’s because information was hard to find back then. Today, INFORMATION is abundant. There’s probably TOO MUCH.

Research and analysis

A study by Mckinsey has shown that process is 6X more important than analysis.

✔ So why do we always focus on analysis when it’s the actual process that has all the value?

ANALYSIS VS. PROCESS

Some paths and recommendations for making good strategic decisions in a fast-paced and complex world:

YOU MUST ACCEPT THAT STRATEGY IS AN ITERATIVE PROCESS AND THAT SOME OF IT CANNOT BE PLANNED.

This is a lean start-up concept.

What is the minimum product......that can gather maximum insights?... from clients and consumers?

Minimum viable product

THE MINIMUM VIABLE strategy

✔ Strategy is iterative

✔ Based on multidisciplinary teams

✔ Enables adaptation to changes AND testing new ground

Emerging STRATEGY

“Put your people first and enable them to make changes. Then sit back and watch the magic happen.” — Ranae Heuer, Managing Director, Big Spaceship

SIMPLIFIED FOREST ECOSYSTEM

Strat Design Account Dev

STRAT

DESIGN

ADVS

DEV

Team 1 Team 2 Team 3 Team 4

TEAM 1

TEAM 2

TEAM 3

TEAM 4

THIS CAN WORK IF THERE IS TRUE COLLABORATION BETWEEN

EVERYONE INVOLVED.

To summarize... Strategy is about making choices.

Agile strategy is about making decisions AND working within a multidisciplinary team every day.

First steps1. Create MULTIDISCIPLINARY TEAMS2. Integrate strategic thinking IN EACH TEAM3. EMPOWER people - it works magic!4. Develop MINIMUM VIABLE strategies5. Invent NEW PROCEDURES

THANK YOU!

[email protected]@ISSAMHEDDAD@tp1