What makes good strategy? By Alex Wood, strategy director, DT
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Transcript of What makes good strategy? By Alex Wood, strategy director, DT
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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.
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ECONOMY PEOPLE
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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.
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PEOPLEEmotional.Volatile. Impatient.Beautiful.Unfair.Irrational.
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GOOD NO GOOD
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WHAT ‘GOOD’ LOOKS LIKE
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RESOURCEFULMoney is one of the most beautiful
constraints you will ever know.
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DIFFICULTIf you’re efficient, you’re doing it the wrong
way. The right way is the hard way.
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EXHAUSTIVEIt’s not about one hypothesis. It’s about
exhausting all other avenues.
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RISKYIf you’re not genuinely pained by the choices, it’s not much of a strategy.
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UNBIASEDWe all have personal bias. But strategy is only ‘good’ if it’s better than our intuition.
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HUMANTechnology innovation without
humanitarian evolution: dystopia.
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SIMPLEIt’s no longer the smartest in the room. Artists make the difficult feel effortless.
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GOOD
RESOURCEFULDIFFICULTEXHAUSTIVERISKYUNBIASEDHUMANSIMPLE
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THANKS@alexwood15