the 21st century strategist: developing a strategy career
TRANSCRIPT
Copyright © 2016 Sapient Corporation
Gabe Weiss Strategy Lead
iN: gabeweiss @geedub_nyc e: [email protected]
AGENCIES BRANDS
Agenda
• Strategy Career Framework Overview • Strategy Process • Career Insights • T-shaped / Corkscrew Shaped • Strategy Craft Maturity
The 21st Century Strategist
Purpose Provide a set of frameworks for managing your personal strategy career growth and performance - Career Insights & Guidance - Define what makes up hard skills/Strategy craft - How to mature your capabilities
5
EXECUTIVE SUMMARY
Basic Strategic Process Our approach; Strategy tasks
Assess & Understand
Define the Plan
Steward Delivery
Measure
7
SYSTEMATICALLY WORKING WITH AMBIGUITY
ANALYSIS SYNTHESIS
IMPLEMENT RESEARCH
MAKE KNOW
REAL
ABSTRACT
INTENT
Career Arc Insights
http://www.fastcocreate.com/3027499/career-rocket-fuel-whether-youre-a-millennial-or-eyeing-retirement-heres-what-you-really-nee
1 2 3
21-mid 30’s Learning how to do, manage, establish career self, understand and embrace the journey Develop: • Transportable skills • Meaningful experiences • Enduring relationships
P2: mid 30’s-50’s Differentiate yourself Create new career pathways Build on your core strengths Focus: • Leadership • Honing craft • New experiences
• Thought-leader • Start a biz
P3: 50’s-60’s Evolve from a doing/leading role to an advisory/ contributory role Focus • Succession • Consultancy & Boards • Teaching • Community
Foundational insights into a career lifetime offers considerations for focus
4
60+ Retire-lance Never-tire, perma-lance Focus • Consulting • Teaching • Freelance
Exec
Meaningful Experiences: Grow your T/corkscrew-shape Gain exposure to different experiences and broaden expertise over time
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
CROSS-DISCIPLINE COMPETENCE
DEEP DISCIPLINE EXPERTISE
Marketing
Marketing
Marketing
Innovation Brand
Brand
Experience
Transportable skills: Strategy Craft
DELIVER
ORCHESTRATE
RESEARCH INSIGHT MAKING PRESENTING MANIFESTATION COUNSEL
MANAGEMENT COMMUNICATION
DESIGN DISCOVER
Strategy craft framework provides areas of capabilities that one can meaningfully mature over time
Mature Your Craft
LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6 LEVEL 7 LEVEL 8 LEVEL 9Junior Assoicate - Associate
Senior Associate Senior Associate / Manager
Manager Senior Manager Senior Manager Senior Manager/Director Director/VP Director/VP
RESEARCH
COMMUNICATION
MAKING
INSIGHT
PRESENTATION
MANIFESTATION
MANAGEMENT
COUNSEL
Strategy craft framework heuristic and expectations provides meaningful approach to guide performance
Example: Senior Manager Skills Maturity
DEVELOPING A STRATEGY CAREER
PEOPLE
PEOPLE: STRATEGY CAREER PATH
3. BREADTH & DEPTH
Exposure to different types of strategy over time enhances maturity and capability
1. CAPABILITY Core strategy activities that drive our deliverables
2. MATURITY Experience gained over time as strategy activities are undertaken repeatedly
1. CAPABILITY
CAPABILITY AREAS: Activities Strategists Perform
DELIVER
ORCHESTRATE
RESEARCH INSIGHT MAKING PRESENTING MANIFESTATION COUNSEL
MANAGEMENT COMMUNICATION
DESIGN DISCOVER
DISCOVER: RESEARCH Ability to extract the right information from the right sources with the right methods
Whether it’s through client-specific ethnography work, news headlines, a customer’s walk to work, or an analytics report, we want to continually hone our ability to surface information that positively drives the direction of our output. Effectively structured and informal research is a foundation for a successful career as a strategist.
This core skill of successful strategists separates us from our competition; we can’t compete with others on certainty, but we can have better ideas for what to do with available information. We expect everyone to deepen their pattern recognition and develop empathetic capacity so that their first idea is always a great one.
DISCOVER: INSIGHT Ability to synthesize case history with internal taste, knowledge, morals, and patterns (value creation)
DESIGN: MAKING Ability to create work output, no matter the format
From PowerPoint, to frameworks, to storytelling, our work needs to be delivered to clients in a professional manner (that’s how we get paid). We expect strategists to continually expand their toolkit, improve their output, and aim for one-take perfection.
DESIGN: PRESENTATION Ability to successfully deliver your message and work product in any setting
Strategists, no matter their experience level, are expected to be able to present work to clients on their first day (and yes, that’s happened). Whether it’s over the phone or in person, one-on-one or to a group of thousands of mid-level-managers. We aim to have a team of strategists that can win over a room and change minds with a single presentation.
DELIVER: MANIFESTATION Ability to realize the changes described in our strategic work
We expect all strategists to develop their “production” skills alongside their “strategic” skills, because it’s hard to make good recommendations without having deep knowledge of the intricacies of implementing them in market. Because we don’t make anything externally, it’s important that all our team members are able to make things happen with partners and clients.
DELIVER: COUNSEL Ability to advise senior-level clients on any portion of their business
The highest-level skill in a strategist’s arsenal is the long conversation - the multi-year partnership between client and counsellor. Over time, we aim to build relationships that foster change for individuals and organizations and that span paid engagements.
ORCHESTRATE: MANAGEMENT Ability to foster strong internal and external teams capable of achieving our goals
Managing the work-lives of colleagues. Great management is built on a few key capabilities: giving great, inspirational feedback; active improvement of colleagues’ skills over time; and constructing project rhythms that extract outsize value from each member on a team. It’s not about efficiency or Gantt charts, it’s about helping the people around you achieve more when you’re around than when you’re not.
ORCHESTRATE: COMMUNICATION Ability to effectively manage information flow in all settings
Strategists need to be able to communicate complex topics with radical clarity. Strategists need to be able to talk at a Kindergartner’s level about an organizations challenges and go toe-to-toe with each other on the finer points of emergent internet standards, in person (verbally and nonverbally), in email, via text, and through the speakerphone, without dropping any balls.
CAPABILITY AREAS: Activities Strategists Perform
Note: Adapted from Undercurrent Strategy Skill & Maturity Matrix 11/11/13
RESEARCH Ability to extract the right information from the right sources with the right methods.
INSIGHT Ability to synthesize case history with internal taste, knowledge, morals, and patterns (value creation).
COMMUNICATION Ability to effectively manage information flow in all settings.
MANAGEMENT Ability to foster strong internal and external teams capable of achieving our goals
COUNSEL Ability to advise senior-level clients on any portion of their business.
MAKING Ability to create work output, no matter the format.
PRESENTATION Ability to successfully deliver our message and work product in any setting.
MANIFESTATION Ability to realize the changes described in our strategic work.
DELIVER
ORCHESTRATE
DESIGN DISCOVER
2. MATURITY
Maturity is not measured by age. It’s an attitude built by experience.
Heuristic
Experience Level LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6 LEVEL 7 LEVEL 8 Title Junior Assoicate -
AssociateSenior Associate Senior Associate /
ManagerManager Senior Manager Senior Manager Senior Manager/Director Director/VP
years of experience 1-2 2-4 4-5 5-6 6+ 6+ 10+ 15+RESEARCHAbility to extract the rightinformation from the right sources with theright methods.
I can compile relevant online research without explicit guidance.
I can formulate a clear hypothesis and recommend methods for testing it.
I can manage primary research using established methods.
I can identify significant research findings and synthesize them in an actionable report.
I can design and manage an original method for primary research.
I can evaluate complex data and findings for validity, significance, and implications.
I can produce original data that results in groundbreaking new findings.
I can originate winning a commercial offering based on my own data and findings.
INSIGHTInsight: Ability to synthesize case history with internal taste, knowledge, morals, and patterns (value creation).
I can sense, refine, and express my own instincts and intuition.
I can identify interesting patterns that combine diverse references.
I can develop an insight that is actionable, goaloriented, and provides a unique orientation for a project.
I can originate an idea that works in the marketplace.
I can develop a framework for innovation that guides the creation of new insights/ideas.
I can develop an insight or framework that becomes fundamental to our clients' business and worldview.
I can originate an idea that wins big in the marketplace.
I can originate an insight or framework that influences broader culture.
MAKING Ability to create work output, no matter the format.
I can transform an idea or concept into a coherent outline or storyboard.
I can visualize my thinking compellingly with pen and paper, marker and board.
I can create an artifact that is error-free down to the letter, fact, and pixel.
I can be entirely responsible for a winning deliverable.
I can synthesize complex information into a winning deliverable that tells a compelling story.
I can create an artifact that sets a new standard for everyone around me.
I can invent an entirely new artifact that expands our ability to engage an audience.
I can originate an artifact and/or story that is replicated and evolved by broader culture.
PRESENTATIONAbility to successfully deliverUndercurrent’s message and work product in any setting.
I can add incremental value to a meeting, call, or presentation.
I can successfully deliver a sizable portion of a final presentation.
I can successfully deliver a winning presentation without assistance.
I can engage clients, regardless of their position, with a narrative that wins them over.
I can overcome challenges during a presentation and turn objections into deeper understanding.
I can lead a room in any context, commanding attention or action when necessary, and getting the best out of everyone.
I can present to the C-suite and create discourse that achieves high-stakes outcomes.
I can originate a winning presentation style or technique that is recognized and replicated.
MANIFESTATIONAbility to realize the changesdescribed in our strategic work.
I can describe the Who, What, Where, When, How of bringing a simple strategy to life.
I can take an approved strategy, and with supervision and support, bring it to life.
I can sense and solve an emergent problem in the midst of a complex and quickly moving initiative.
I can take an approved strategy and bring it to life in winning form.
I can keep a team of strategists, partners, and clients focused, on-task, and excited about their role in a complex initiative.
I can take a focused initiative and turn it into a catalyst with broader organizational impact.
I can take a mandate for seismic change and execute against it confidently.
I can originate a method for realizing strategy that influences broader culture.
COUNSELAbility to advise senior-level clients on any portion of their business.
I can list the things that are important to my colleagues and clients.
I can offer meaningful off-the-cuff advisement to a colleague and client.
I can unearth a valuable new opportunity for my clients in the midst of a conversation with them.
I can create and maintain an authentic relationship with a senior client that extends beyond our engagement.
I can participate in a deep, thoughtful conversation with a senior client about any part of their business.
I can establish a career partnership with a key client that transcends roles and accelerates our mutual success.
I can provide counsel to a C-suite client, and that counsel has a direct, positive impact on their business.
I can originate an innovative form of senior partnership and collaboration that is recognized and replicated.
MANAGEMENTAbility to foster stronginternal and external teams capable of achieving our goals.
I can give a colleague, regardless of seniority, warm and honest feedback.
I can provide critical feedback in a way that inspires its recipient to commit and improve.
I can finish a project ontime to client and colleague satisfaction.
I can noticeably improve a colleague's capabilities over time.
I can get more out of an individual or team; people go above and beyond when they work with me.
I can achieve a winning outcome in spite of an imperfect or imbalanced team.
I can lead and manage a group of any shape or size, contributing meaningfully to the growth and wellbeing of every person connected to me, while realizing an ambitious shared goal.
I can originate a management technique that impacts the way other companies approach leadership, development, and training.
COMMUNICATIONAbility to effectively manage information flow in all settings.
I can write and speak clearly and intelligently when I am comfortable and prepared.
I can craft a cogent and compelling argument in email, document, or conversation.
I can write and speak clearly and intelligently about complex ideas, systems, and strategies.
I can maintain productive dialogue with all my colleagues and clients without dropping balls.
I can proactively communicate with clients, prospects, partners, and candidates to generate a winning outcome.
I can persuade clients and colleagues to see the situation/world as I see it.
I can adapt my approach in real-time to ensure a winning outcome, regardless of the situation or dynamic.
I can originate language, styles, and rituals of communication that become part of the cultures I work with.
RESE
ARCH
&
INSI
GHT
DESI
GNDE
LIVE
R &
REA
LIZE
STEW
ARD
Example: Senior Associate Skills Maturity LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6 LEVEL 7 LEVEL 8 LEVEL 9Junior Assoicate - Associate
Senior Associate Senior Associate / Manager
Manager Senior Manager Senior Manager Senior Manager/Director Director/VP Director/VP
RESEARCH
COMMUNICATION
MAKING
INSIGHT
PRESENTATION
MANIFESTATION
MANAGEMENT
COUNSEL
Example: Senior Manager Skills Maturity LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6 LEVEL 7 LEVEL 8 LEVEL 9Junior Assoicate - Associate
Senior Associate Senior Associate / Manager
Manager Senior Manager Senior Manager Senior Manager/Director Director/VP Director/VP
RESEARCH
COMMUNICATION
MAKING
INSIGHT
PRESENTATION
MANIFESTATION
MANAGEMENT
COUNSEL
Example: Director/VP Skills Maturity LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6 LEVEL 7 LEVEL 8 LEVEL 9Junior Assoicate - Associate
Senior Associate Senior Associate / Manager
Manager Senior Manager Senior Manager Senior Manager/Director Director/VP Director/VP
RESEARCH
COMMUNICATION
MAKING
INSIGHT
PRESENTATION
MANIFESTATION
MANAGEMENT
COUNSEL
Strategy Performance Heuristic
Heuristic: 1-5 scale for each area 5= Consistently Exceeds 4= Exceeds expectations, every now and then 3= Meets expectations 2= inconsistently meets expectations 1= Rarely meets expectations 8 variables rated on heuristic added together delivers “ranking”
Other frameworks for consideration
Vertical expertise as another area of growth: Retail/commerce, Auto, Telecom, CPG, Financial Services, etc. Key Strategy Talent Traits – examples:
• People, Numbers, and Stuff • Love to Solve the Puzzle • Ability to See the Big Picture • Willing to Let Others Take the Bows • Multifunctional • Persuasion and More Persuasion • Listening and More Listening • Drive innovations • Champion the customer • Pop culture/data sponge • Early adopter
3. BREADTH & DEPTH
The Corkscrew Strategist How to grow your T
How do Strategists grow?
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
CROSS-DISCIPLINE COMPETENCE
DEEP DISCIPLINE EXPERTISE
Over time, ‘T’ evolves as more types of projects are undertaken…
Over time, ‘T’ evolves as more types of projects are undertaken…
Innovation Marketing Campaign Brand Experience
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Over time, ‘T’ evolves as more types of projects are undertaken…
Business Innovation Marketing Campaign Brand Experience
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Media Search Research Analytics
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Deep expertise grows as we experience similar tangential projects and strategic approaches over time…
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Consulting Media Search Research Analytics Social
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Search Research Brand Marketing
Research Search
Search
Marketing
Ultimately our ‘T’ grows to an ever-evolving corkscrew
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Consulting Media Search Research Analytics Social
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Search Research Brand Marketing
Research Search
Search
Marketing
Marketing
Search
Campaign
Campaign
Research
Research
Brand
Brand
Research Search
Marketing
Search Research
Brand
Experience Analytics
Experience Analytics
Innovation Consulting Media
Innovation Consulting Media
Business Consulting Social
Ultimately our ‘T’ grows to an ever-evolving corkscrew
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Consulting Media Search Research Analytics Social
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Search Research Brand Marketing
Research Search
Search
Marketing
Marketing
Search
Campaign
Campaign
Research
Research
Brand
Brand
Research Search
Marketing
Search Research
Brand
Experience Analytics
Experience Analytics
Innovation Consulting Media
Innovation Consulting Media
Business Consulting CRM
Business Consulting
Innovation Consulting Media
Search Research
Search Research
Search Research
Technology Social
Experience Analytics
Brand
Brand
Brand
Campaign
Campaign
Marketing
Marketing
Marketing
Media
Media
Media
Search Research
Research Search
Innovation Analytics Experience
Social
And we become corkscrew-shaped strategists
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Consulting Media Search Research Analytics Social
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Search Research Brand Marketing
Research Search
Search
Marketing
Marketing
Search
Campaign
Campaign
Research
Research
Brand
Brand
Research Search
Marketing
Search Research
Brand
Experience Analytics
Experience Analytics
Innovation Consulting Media
Innovation Consulting Media
Business Consulting CRM
Business Consulting
Innovation Consulting Media
Search Research
Search Research
Search Research
Technology Social
Experience Analytics
Brand
Brand
Brand
Campaign
Campaign
Marketing
Marketing
Marketing
Media
Media
Media
Search Research
Research Search
Innovation Analytics Experience
Social
Open yourself to new types of strategy and projects to grow and evolve your ‘T’ to a ‘corkscrew’
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Consulting Media Search Research Analytics Social
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
Search Research Brand Marketing
Research Search
Search
Marketing
Marketing
Search
Campaign
Campaign
Research
Research
Brand
Brand
Research Search
Marketing
Search Research
Brand
Experience Analytics
Experience Analytics
Innovation Consulting Media
Innovation Consulting Media
Business Consulting Mobile CRM
Business Consulting
Innovation Consulting Media
Search Research
Search Research
Search Research
Technology Social
Experience Analytics
Brand
Brand
Brand
Campaign
Campaign
Marketing
Marketing
Marketing
Media
Media
Media
Search Research
Research Search
Innovation Analytics Experience
Social
Meaningful Experiences: Grow your T/corkscrew-shape Gain exposure to different experiences and broaden expertise over time
Business Innovation Marketing Campaign Brand Experience Technology
Campaign
Campaign
Campaign
Campaign
Campaign
Campaign
CROSS-DISCIPLINE COMPETENCE
DEEP DISCIPLINE EXPERTISE
Marketing
Marketing
Marketing
Innovation Brand
Brand
Experience
SUMMARY PEOPLE: STRATEGY CAREER PATH
BREADTH & DEPTH Exposure to different types of strategy over time enhances maturity and capability
CAPABILITY Core strategy activities that drive our deliverables
MATURITY Experience gained over time as strategy activities are undertaken repeatedly
BONUS! Heuristic resume! 1 page stories / visual resumes outlining leaders and different levels journeys
