the play-to-win canvas · playing to win! “strategy is an integrated cascade of choices that...
TRANSCRIPT
The Play-to-Win Canvas A Visual Tool for Developing Winning Business Strategy
we will begin shortly!
Matthew E. May founder, EDIT Innovation
Housekeeping • Ques-ons/Polls
– Please ask them! – Use Webinar Panel Ques-on Box, or – Live Tweet #GembaWebinar
• Slides & Audio – Enlarge screen as desired – Master volume on computer
• Recorded Version – This webinar will be available online within 3 days – Presenta-on notes will be shared in PDF format – An email will be sent once it’s ready
About Gemba Academy
• Producers of Online & DVD Based Lean & Six Sigma Training
• 500+ Videos (and growing)
• Subscrip-ons available for Individuals, Organiza-ons, & Mul--‐Site Enterprises
The Play-to-Win Canvas A Visual Tool for Developing Winning Business Strategy
Matthew E. May founder, EDIT Innovation
Agenda
• Overview of the Playing to Win brand of strategy development, as outlined in Roger Martin and A.G. Lafley’s book
• Introduce the Play-to-Win Canvas, a team facilitation tool meant to guide strategy development in a simple, visual way
• Use the Play-to-Win Canvas in a hypothetical example
• Q&A (time permitting)
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win
“Strategy is an integrated cascade of choices that uniquely positions a
player in its market to create sustainable advantage and superior value relative to the competition.”
Roger Martin coauthor, Playing to Win
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win
“Strategy is an integrated cascade of choices that uniquely positions a
player in its market to create sustainable advantage and superior value relative to the competition.”
Roger Martin coauthor, Playing to Win
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win
Key Idea #1
Strategy is about making choices. To win, you must choose to do some
things and not do others.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win
Key Idea #2
Strategy is about increasing the odds of success.
There is no such thing as a perfect strategy.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win
Key Idea #3
Successful strategy-making combines logic and creativity.
Strategy should be creative and scientific – it involves generating and testing
hypotheses.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win Future-oriented statement that clearly spells out what it means to win —concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
• Starts with people rather than money—what does it mean to win with our customers?
• Has a competitive dimension— who are we winning against?
• Doesn’t have a winning element but focuses on simply serving a customer segment
• Is focused on an internal metric, such as “Sell 25% more than we did last year”
PLAYING to WIN PLAYING to PLAY
Playing to Win vs Playing to Play
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win Future-oriented statement that clearly spells out what it means to win —concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
Specific spaces where you will and will NOT compete: customer segments, distribution channels, product/service, geography, stage of production, etc.
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win Future-oriented statement that clearly spells out what it means to win —concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
Specific spaces where you will and will NOT compete: customer segments, distribution channels, product/service, geography, stage of production, etc.
Competitive advantage on the chosen playing field. At the highest level, the choice is between low cost (not price) and differentiation.
The 2 Fundamental Ways to Win
• Systemic understanding ���of cost drivers
• Relentlessly drive costs down
• Sacrifice nonconforming customers
• Offer standard product or service
• Deep understanding of customers’ needs
• Offer products and services that customers adore
• Guard customers jealously
Differentiation Sustainable
Competitive Advantage
Low Cost
Source: Playing to Win, A.G. Lafley, Roger L. Martin
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win Future-oriented statement that clearly spells out what it means to win —concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
Specific spaces where you will and will NOT compete: customer segments, distribution channels, product/service, geography, stage of production, etc.
Competitive advantage on the chosen playing field. At the highest level, the choice is between low cost (not price) and differentiation.
Current AND future activities that enable your organization to bring the where-to-play and how-to-win choices to life.
What is our winning
aspiration?
Where will we play?
How will we win?
What capabilities must we have?
What management
systems do we need?
Playing to Win Future-oriented statement that clearly spells out what it means to win —concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.
Source: Playing to Win, A.G. Lafley, Roger L. Martin
Specific spaces where you will and will NOT compete: customer segments, distribution channels, product/service, geography, stage of production, etc.
Competitive advantage on the chosen playing field. At the highest level, the choice is between low cost (not price) and differentiation.
Current AND future activities that enable your organization to bring the where-to-play and how-to-win choices to life.
Processes, structures, and rules that build your capabilities, reinforce and measure your organization’s strategic choices.
Reverse Engineering Strategy’s magic question: WHAT MUST BE TRUE?
Segments Channels Customers Capabilities Costs Competition
What must be true about the
size and attractiveness of our chosen
segments?
What must be true about what our
channels and partners truly
value?
What must be true about
what our end-users truly
value?
What must be true about our capabilities and
how they compare to those of our competitors?
What must be true about our costs and how they compare to those of our competitors?
What must be true about how our
competitors will react?
Corporate Level
Business Unit
Functional Group
How to Win
Management Systems
Winning���Aspiration
Capabilities
Where to Play
How to Win
Management Systems
Winning Aspiration
Capabilities
Where to Play
How to Win
Management Systems
Winning Aspiration
Capabilities
Where to Play
Source: Playing to Win, A.G. Lafley, Roger L. Martin
Multiple Cascades
The Play-to-Win Process 1. Draft the current strategy cascade
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
Strategic ���Problem
The Play-to-Win Process 2. Define the strategic problem
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
Strategic ���Problem
CHOICE 1
CHOICE 2
The Play-to-Win Process 3. Frame the problem as two distinct choices
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
Strategic Problem
CHOICE 1
CHOICE 2
Possibility Possibility
Possibility Possibility Possibility Possibility
Possibility
Possibility
Possibility Possibility Possibility Possibility
The Play-to-Win Process 4. Brainstorm initial where-to-play/how-to-win possibilities
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
Strategic ���Problem
CHOICE 1
CHOICE 2
Possibility Possibility Possibility
Possibility Possibility Possibility
Possibility Possibility Possibility
Possibility
Possibility Possibility
The Play-to-Win Process 5. Cluster and cull possibilities by theme
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
Strategic ���Problem
CHOICE 1
CHOICE 2
Possibility Possibility Possibility
Possibility Possibility Possibility
Possibility Possibility Possibility
Possibility
Possibility Possibility
The Play-to-Win Process 6. Develop a cascade for each theme & status quo, then reverse engineer each
Cascade & reverse engineer
How We Win
Management Systems
Winning���Aspiration
Core Capabilities
Where We Play
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
INITIAL possibility
winning aspiration
Where we play
How we win
Core capabilities
management systems
• To extend patients’ lives and increase their quality of life���• To be a global biopharma company delivering safe, effective medicines • To be the top player in our chosen therapeutic areas
Hypothetical Example: AlphaPharma 1. Draft the current strategy cascade
Customers: Patients Channel: Prescribers Geography: Developed world Product: Prescription medicines in three therapeutic areas – oncology, diabetes, and heart disease
Research leadership: Science-driven primary research that produces innovative and effective drugs in our three therapeutic areas. Development excellence: Develop drugs through the pipeline and sell through to doctors. Winning partnerships: Work with highly influential clinicians to build long-term relationships.
Innovation, R&D; Drug development and testing; Building clinician relationships; Influencing clinicians, credentialing them to become ambassadors; Stakeholder management
R&D stage-‐gate process; FDA approvals; Customer rela-onship management (CRM); Sales management
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 2. Define the strategic problem
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 3. Frame the problem as two distinct choices
Broaden focus
Narrow focus
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 4. Brainstorm initial where-to-play/how-to-win possibilities
Broaden focus
Narrow focus
Possibility
Expand beyond three therapeutic areas to a broad array of acute and chronic conditions Create comprehensive treatment regimens rather than drugs Expand to medical devices Become a fast follower, move into generics Expand to over-the-counter
Possibility
Win on the basis of the best science Win on the basis of brand building and relationships Refocus on the patient as customer
Focus on chronic diseases Focus on most pervasive diseases
Focus on early-stage, highly technical research
Focus on the development & commercializa-on stage
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 5. Cluster and cull possibilities by theme
Broaden focus
Narrow focus
Possibility
Expand beyond three therapeutic areas to a broad array of acute and chronic conditions Create comprehensive treatment regimens rather than drugs Expand to medical devices Become a fast follower, move into generics Expand to over-the-counter
Possibility
Win on the basis of the best science Win on the basis of brand building and relationships Refocus on the patient as customer
Focus on chronic diseases and most pervasive diseases, i.e. diabetes
Focus on early-stage, highly technical research
Focus on the development & commercializa-on stage
Broaden
Maintain current breadth
Narrow therapeutic focus Narrow by stage (early)
Narrow by stage (late)
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 5. Cluster and cull possibilities by theme
Broaden focus
Narrow focus
Possibility
Expand beyond three therapeutic areas to a broad array of acute and chronic conditions Create comprehensive treatment regimens rather than drugs Expand to medical devices Become a fast follower, move into generics Expand to over-the-counter
Possibility
Win on the basis of the best science Win on the basis of brand building and relationships Refocus on the patient as customer
Focus on chronic diseases and most pervasive diseases, i.e. diabetes
Focus on early-stage, highly technical research
Focus on the development & commercializa-on stage
Broaden
Maintain current breadth
Narrow therapeutic focus Narrow by stage (early)
Narrow by stage (late)
Failure to innovate effec9vely and a weak pipeline
Hypothetical Example: AlphaPharma 5. Cluster and cull possibilities by theme
Broaden focus
Narrow focus
Possibility
Expand beyond three therapeutic areas to a broad array of acute and chronic conditions Create comprehensive treatment regimens rather than drugs Expand to medical devices Become a fast follower, move into generics Expand to over-the-counter
Possibility
Win on the basis of the best science Win on the basis of brand building and relationships Refocus on the patient as customer
Focus on chronic diseases and most pervasive diseases, i.e. diabetes
Focus on early-stage, highly technical research
Focus on the development & commercializa-on stage
Broaden
Maintain current breadth
Diabetes experts
Petri dish
Commercial engine
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics “Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Diabetes educators
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world
china
Prescript-ion protocol
Primary care physicians
Third world
diabetics
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Diabetes educators
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world
china
Prescript-ion protocol
Primary care physicians
Third world
diabetics
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Diabetes educators
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians
Third world
diabetics
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes Excellent
science Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
rebrand
Ads & market-ing Hi profile
sponsor-ships
Nati’l Affiliat-ions
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
rebrand
Ads & market-ing
Hi profile sponsor-
ships
Nati’l Affiliat-ions
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
rebrand
Ads & market-ing
Hi profile sponsor-
ships
Nati’l Affiliat-ions
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
diabetes large & growing
therapy area
China allows foreign co’s
in
diabetes remains
wide-spread China
diabetes rates
increase
Patient pro-tection rises
in china
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
diabetes large & growing
therapy area
China allows foreign co’s
in
diabetes remains
wide-spread China
diabetes rates
increase
Patient pro-tection rises
in china
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
Patients pay for on-patent
drugs No all-out turf war
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regiment
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Limited industry press
release
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Limited industry press
release
Compet-itive reaction
Compet-itive reaction
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Limited industry press
release
Compet-itive reaction
Time & effort to respond
Compet-itive reaction
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regimen
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Limited industry press
release
Compet-itive reaction
Time & effort to respond
Compet-itive reaction
“radio silence”
Patients pay for on-patent
drugs
“Diabetes experts”
Improve quality of life for diabetics
Global leader in diabetes research
Cure diabetes Global leader in diabetes treatment
Extend lives of diabetics
Endocrin-ologists
Diabetes devises
Pharma-cists
Developed world china Prescript-ion
protocol
Primary care physicians diabetics
Build reputation as THE diabetes company by:
Deep under-standing of diabetes
Excellent science
Deep under-standing of
patients
Deep under-standing of clinicians
Drug develop-
ment prowess
Sell-thru to patients & clinicians
Create trust w/other diabetes experts
We can manage drug approval in
china
Clinicians value one-stop shop
We can build economy of
scale
Patients value having
voice in regiment
No all-out turf war
No all-out turf war
Competit-ion won’t
respond
Limited industry press
release
Compet-itive reaction
Time & effort to respond
Compet-itive reaction
“radio silence”
Patients pay for on-patent
drugs
Innovation& R&D
Patient advocacy
Clinician influence
R&D stage-gate process
FDA approval process
CRM
“Diabetes experts”
questions ?
