the titan's journey - five stages

5 Phases of the Titan’s Journey

Kaihan KrippendorffApril 24, 2014

Helping clients solve problems that matter.

Ray Kroc

Mohammad Yunus

Thomas Edison

Betsy Johnson

Richard Branson

Oprah Winfrey

Elizabeth Arden

Dhirubhai Ambani

Bill Gates Charles Revson

Henry Ford

Sōichirō Honda

Martin Luther King, Jr.

Mother Teresa

Mahatma Gandhi

Nelson Mandela

Rosa Parks Mohammad Yunus

Margaret Thatcher

Benjamin Franklin

Elon MuskCEO, Tesla Motors

Tom AdamsCEO, Rosetta Stone

Mark ZuckerbergCEO, Facebook

Arianna Huffington CEO, Huffington Post

Robert Keane CEO, Vistaprint

Wayne GattinellaCEO, WebMD

Sabrina Herrera Cofounder, Genomma Lab

Marissa MayerCEO, Yahoo

Larry PageCEO, Google

Mark VadonFounder, Blue Nile

Josh LinknerFounder, ePrize

Ann HandCEO, Project Frog

Susan LyneCEO, Gilt Groupe

Cory BookerMayor, Newark, NJ, USA

Jeff BezosFounder, Amazon.com

Metal - Discontent

“Discontent is the first necessity of progress.”

- Thomas Edison

“All that we are begins with our thoughts.”- Buddha

Water- Imagination

Wood - Formation“There is nothing more difficult to

take in hand…or more uncertain

in its success than to take the lead in the introduction of a new order of things. Because the innovator has

for enemies all those who have done well under

the old conditions and lukewarm defenders who may do well under

the new.”

Niccolo Machievelli, The Prince,

FireFire- Breakout

“Energy may be likened to the bending of a crossbow; decision to the releasing of a trigger.”

Sun Tzu (544-496 BC)

Earth - Consolidation

“After crossing a river you

should move far away from it.”

Sun Tzu. The Art of War

Water: Imagination

Metal: Discontent

Wood: Formation

Fire: Breakout

Earth: Consolidation

Source: The Way of Innovation by Kaihan Krippendorff

Five Phases of your Journey (the Wu-Xing Cycle)

Metal: Discontent

Water: Imagination

Metal: Discontent

Wood: Formation

Fire: Breakout

“You are what your deep driving desire is; As your desire is, so is your will; As your will is, so is your deed; As your deed is, so is your destiny.”

Brihadaranyaka Upanishad, IV.4.5

Discontent: your propellent

Recognizing discontent

“I just think a future in which anyone can shoot stuff into space is more exciting than one which

only the government can.”

Elon Musk, founder, Space-X (2003 interview)

The Universe Out of Alignment

Personal pre-existing commitment

Environmental shift

Competitive inflexibility

Positive v. negative discontent

The cause of all suffering is when what you expect will happen is different from actually happens.

- Buddhist saying

Positive v. negative discontent

”Depression is the inability to construct a future … [it] occur[s] more in the dimension of time than in space.”

- Rollo May

Generating the right kind of discontent

Your desired state

Your actual state

Frustration

Tomorrow

Your ideal future

Your “mess”

Positive discontent

“A man will never construct anything he cannot conceive.”

- Leland Stanford Sr.

Water: Imagination

Metal: Discontent

Wood: Formation

Fire: Breakout

A New Game Begins

Opening Middle End

Alexandra Kosteniuk

How Do Great Strategists See the “Winning Move?”

Relative number of games chess players recognize

Grand master Master Expert

Europe & North America –Fairy tales

Japan – Koan

India – Puranas

China – 36 stratagems

Identifying Outthinkers

Value creation (TRS)

Revenue growth (CAGR)

(EBITDA)Profit margin

Core Research

Narratives to Create an Opening

#7 Force two-front battle

#32 Create something out of nothing

#22 Move early to the next battleground

#34 Coordinate the uncoordinated

#33 Be good

Move Early to the Next Battleground22

Identify and move early to the next battleground.

Where is the next battleground?- Technological trends?- Social shifts?- Geographies?- Buying patterns?- Needs?

22Move Early to the Next Battleground

#33 Be good

Coordinate the Uncoordinated34

Example of our work

Combine and coordinate independent elements within your environment to orchestrate much greater power.

Who would we like to coordinate?- Customers- Experts- Employees- Real estate- Regulators- Competitors- Driveways- …

Coordinate the Uncoordinated34

#33 Be good

Force a Two-Front Battle7

7 Force a Two-Front Battle

Cloud providers

Cloud servicesRetail

“There is no physical analog for what Amazon.com is becoming.”

- Jeff Bezos

ShoesCustomer service

Traditional CPA firms

ProjectsResources (Accnts)

Force a two-front battle7

Project your unique capability into a new area.

What is your unique advantage/ capability?

Into what new area could you project this?

#33 Be good

Environment

Employees

Community

Govern-ment /country

Share-holders

Customers

Be Good33

Corporation

33 Be Good

Be Good

33 Be Good

The Holstee Manifesto

Adopt a strategy that Benefits others.

How can you create strategic power by pursuing a strategy that benefits others?

Be good33

#33 Be good

Create Something Out of Nothing32

Julie Pickens

Ingvar Kamprad

Add a new piece the board.

What would you like to create/ add to the game?- New categories?- New occasions or needs?- New customers?- New suppliers?- New distributors?- New regulations?

Create something out of nothing32

Wood: Formation

Water: Imagination

Metal: Discontent

Wood: Formation

Fire: Breakout

“My greatest challenge has been to change the mindset of people. Mindsets play strange tricks on us. We see things the way our minds have instructed our eyes to see.”

Mohammad Yunus

“First they ignore you,then they laugh at you,

then they fight you,then you win.”

Mohandas Gandhi

Fire: Breakout

Water: Imagination

Metal: Discontent

Wood: Formation

John Boyd

“Conflict can be viewed as repeated cycles of observing-orienting-deciding-acting by both sides (and at all levels). The adversary that can move through these cycles faster gains an inestimable advantage by disrupting his enemy’s ability to respond effectively’”

- John Boyd

John Boyd

OODA Loop

1. Observe

2. Orient

3. Decide

4. Act

Ski scene Toy tank Bicycling scene

Initiating the OODA loop

“A winner is someone who builds __________s when faced with uncertainty”

- John R. Boyd

Fire: Breakout

Water: Imagination

Metal: Discontent

Wood: Formation

Earth/ Consolidation

Three ways to consolidate your advantage

1. Lock in customers

2. Lock up resources

3. Build scale

The cycle repeats

Metal: Discontent

Water: Imagination

Wood: Formation

Fire: Breakout

“Every act of creation is first an act of destruction.”

- Pablo Picasso

Five Phases of your Journey (the Wu-Xing Cycle)

Fire: Breakout

Water: Imagination

Metal: Discontent

Wood: Formation

kaihan@outthinker.comwww.kaihan.netwww.outthinker.com @kaihan• Register for newsletter,

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