what makes good strategy? by alex wood, strategy director, dt
TRANSCRIPT
GOOD STRATEGYEffectiveness. Commercial impact. Return on effort. Award winners.For whom are we shaping 'good' strategy. Client? You? People? Mankind?What are the consequences? Good strategy is always changing.
ECONOMY PEOPLE
COMP
ETITI
VE PO
SITIO
NPROGRESSION OF ECONOMIC VALUE
PRICING
Commodities‘Value is gone as soon as it’s consumed. Single-purpose.’
Transformations‘Value of my experience is in my ability to live it’
Services‘Value is of products is enhanced through platforms.’
Products‘Value is in the longevity of the item - how long it can be used’
Experiences‘Value of experience is in my ability to tell the story of it’
With every level consumers gain a new level of aspiration - Joseph Pine.
PEOPLEEmotional.Volatile. Impatient.Beautiful.Unfair.Irrational.
GOOD NO GOOD
WHAT ‘GOOD’ LOOKS LIKE
RESOURCEFULMoney is one of the most beautiful
constraints you will ever know.
DIFFICULTIf you’re efficient, you’re doing it the wrong
way. The right way is the hard way.
EXHAUSTIVEIt’s not about one hypothesis. It’s about
exhausting all other avenues.
RISKYIf you’re not genuinely pained by the choices, it’s not much of a strategy.
UNBIASEDWe all have personal bias. But strategy is only ‘good’ if it’s better than our intuition.
HUMANTechnology innovation without
humanitarian evolution: dystopia.
SIMPLEIt’s no longer the smartest in the room. Artists make the difficult feel effortless.
GOOD
RESOURCEFULDIFFICULTEXHAUSTIVERISKYUNBIASEDHUMANSIMPLE
THANKS@alexwood15