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Pick A Big Fight -
Attacking A Market Leader
Daniel Neuberger, 5th June 2015
@danielneuberger
Strategic Approach
Pick a big fight - How to attack a market leader
Battle in a commodified market
„If you know the enemy and know yourself, you need not to fear the result of hundred battle...
Battle in a commodified market
„If you know the enemy and know yourself, you need not to fear the result of hundred battle...
CommodifiedMarket-
Companylosesdifferentiationacrossit´sproducts,service,sofferings
andcompetesonprice
Incommodifiedmarketsthereisoftenonlyonewinner
Differentiationisthekey
*Philip Kotler, Marketing Management
DefenderAttacker
5 general attack strategies*
Strategies depending on your ressources...
Frontal attack
*Philip Kotler, Marketing Management
DefenderAttacker
5 general attack strategies*
Strategies depending on ...
Flank attack
Frontal attack
*Philip Kotler, Marketing Management
DefenderAttacker
5 general attack strategies*
Strategies ...
Flank attack
Frontal attack
Encirclement attack
*Philip Kotler, Marketing Management
DefenderAttacker
5 general attack str...
Bypass attack
Flank attack
Frontal attack
Encirclement attack
*Philip Kotler, Marketing Management
DefenderAttacker
5 gene...
Bypass attack
Flank attack
Frontal attack
Encirclement attack
Guerrilla attack
*Philip Kotler, Marketing Management
Defend...
What does Strategy mean?
„…toleverageyourcompetitiveadvantage“
MichaelPorter
Bypass attack
Flank attack
Frontal attack
Encirclement attack
Guerrilla attack
*Philip Kotler, Marketing Management
Defend...
Flank attack
Encirclement attack
Guerrilla attack
*Philip Kotler, Marketing Management
DefenderAttacker
5 general attack s...
Growth
Time
Product Lifecycle
Innovate once and then harvest for years
Analog Cameras
Digital Cameras
Growth
Time
Things have changed
Unprecedented global capacity to bring innovation to market
Digital Cameras
Analog Cameras
Smartphone
Growth
Time
Things have changed
Unprecedented global capacity to bring innovatio...
iPod
iPhone
iPad
Growth
Time
Manage innovation like a farm
Do not stop to innovate
Growth
Time
http://www.thoughtworks.com/insights/blog/rise-serial-innovator*
Our Core Strategy - Serial Innovation as a co...
Tactical Approach
Pick a big fight - How to attack a market leader
Agile is not the answer
Agile = Framework to develop software faster, flexible, iterative, in high quality, …
Developingfaster,more
flexible,iterativeandinhigh
qualitythewrongthing
Agile is not the answer
Agile = Framework to develo...
Confusingproduct
launchwithsuccess
Developingfaster,more
flexible,iterativeandinhigh
qualitythewrongthing
Agile is not the...
Itdoesn’tmatterhow
greatyourdeveloper
teamisiftheyaren´t
givensomething
worthwhiletobuild
Confusingproduct
launchwithsucce...
Itdoesn’tmatterhow
greatyourdeveloper
teamisiftheyaren´t
givensomething
worthwhiletobuild
RoleofDesign
Confusingproduct
la...
Room Team Process
Where agile fails - building the right product
Basic principles for Serial Innovation
Room Team Process
Where agile fails - building the right product
Basic principles for Serial Innovation
It’snotaboutmaking...
30
source: http://hpi.de/studium/design-thinking.html
Room
It is not about delivery it´s about creativity
Core Team
It is not about hierarchy, it´s about responsibility
Product
Manager
DesignerDeveloper
Viability/ Desirability
U...
Process
It´s not about delivery it is about discovery
Building The Product Right
Product Discovery
Building The Right Prod...
Process
It´s not about delivery it is about discovery
Building The Product Right
Product Discovery
Building The Right Prod...
Success & Failure
Pick a big fight - How to attack a market leader
Battle in a commodified market
„If you know the enemy and know yourself, you need not to fear the result of hundred battle...
Battle in a commodified market
„If you know the enemy and know yourself, you need not to fear the result of hundred battle...
Flank attack
Encirclement attack
Guerrilla attack
5 general attack strategies*
*Philip Kotler, Marketing Management
Defend...
Bypass attack (Product Level)
Flank attack
Frontal attack (Feature Level)
Encirclement attack
Guerrilla attack
5 general a...
Bypass attack (Product Level)
Flank attack
Frontal attack (Feature Level)
Encirclement attack
Guerrilla attack
5 general a...
The matrix organization
How does companies look like at org level?
The shape of innovation
How does innovation looks like at org level?
The shape of innovation
How does innovation looks like at org level?
Room
The shape of innovation
How does innovation looks like at org level?
Team
The shape of innovation
How does innovation looks like at org level?
Process, teamwork
The shape of innovation
How does innovation looks like at org level?
Process, customer/market centric
The shape of innovation
How does innovation looks like at org level?
Management Leadership imbedded in Team and Process
The shape of innovation
How does innovation looks like at org level?
Looks like a network
The matrix organization
How does companies look like at org level?
The matrix organization
Innovation in one department
Innovation on feature level
The matrix organization
Optimization and innovation on feature level succeeded
Innovation on feature level
The matrix organization
Vital innovation on product level failed
Innovation on product level
The matrix organization
Revolutionary in 1911
• People Are Avoiding Work
• People Need Control
• Separation Of Thinking An...
CompanyCultureislikethecharacterofagroup
The matrix organization
Organizational structure forms the company culture
CompanyCultureislikethecharacterofagroup
The matrix organization
Organizational structure forms the company culture
Youcan...
CompanyCultureislikethecharacterofagroup
The matrix organization
Organizational structure forms the company culture
Youcan...
CompanyCultureislikethecharacterofagroup
The matrix organization
Organizational structure forms the company culture
Youcan...
„The beast“ company culture*
Meet the beast*
„Culture eats strategy for breakfast“ Peter Drucker
http://www.produktbezogen...
Only two ways to create a true culture of innovation
„There is a difference between knowing the path and walking the path“...
Only two ways to create a true culture of innovation
1. Top-Down approach
Management must agree to create a culture of
inn...
Only two ways to create a true culture of innovation
2. Innovation Cell
Innovation Cell operates outside all existing
stru...
Room Team Process
Building the right product
Basic principles for Serial Innovation
61
Room Team Process Culture
Building the right product means building a culture of innovation
Basic principles for Serial In...
Thank You Very Much!
Daniel Neuberger
dneuberg@thoughtworks.com
www.produktbezogen.de/
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UX STRAT Europe, Daniel Neuberger: "Pick a Big Fight: Attacking a Market Leader"

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UX STRAT Europe, Daniel Neuberger: "Pick a Big Fight: Attacking a Market Leader"

  1. 1. Pick A Big Fight - Attacking A Market Leader Daniel Neuberger, 5th June 2015 @danielneuberger
  2. 2. Strategic Approach Pick a big fight - How to attack a market leader
  3. 3. Battle in a commodified market „If you know the enemy and know yourself, you need not to fear the result of hundred battles“ Sun Tzu, The Art Of War Revenue Market Position2 Brand Awareness Main Conversion Development Methodology Standing Teams 19% 6% Scrum 6
  4. 4. Battle in a commodified market „If you know the enemy and know yourself, you need not to fear the result of hundred battles“ Sun Tzu, The Art Of War Revenue Market Position 12 Brand Awareness Main Conversion Development Methodology Standing Teams 19% 85% 6% 11% (estimated) Scrum Scrum 6 24
  5. 5. CommodifiedMarket- Companylosesdifferentiationacrossit´sproducts,service,sofferings andcompetesonprice
  6. 6. Incommodifiedmarketsthereisoftenonlyonewinner
  7. 7. Differentiationisthekey
  8. 8. *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  9. 9. Frontal attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  10. 10. Flank attack Frontal attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  11. 11. Flank attack Frontal attack Encirclement attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  12. 12. Bypass attack Flank attack Frontal attack Encirclement attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  13. 13. Bypass attack Flank attack Frontal attack Encirclement attack Guerrilla attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  14. 14. What does Strategy mean? „…toleverageyourcompetitiveadvantage“ MichaelPorter
  15. 15. Bypass attack Flank attack Frontal attack Encirclement attack Guerrilla attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Strategies depending on your ressources/situation/competitor/ect.
  16. 16. Flank attack Encirclement attack Guerrilla attack *Philip Kotler, Marketing Management DefenderAttacker 5 general attack strategies* Exploration and Innovation is the only possibility Frontal attack (Feature Level) Bypass attack (Product Level)
  17. 17. Growth Time Product Lifecycle Innovate once and then harvest for years
  18. 18. Analog Cameras Digital Cameras Growth Time Things have changed Unprecedented global capacity to bring innovation to market
  19. 19. Digital Cameras Analog Cameras Smartphone Growth Time Things have changed Unprecedented global capacity to bring innovation to market
  20. 20. iPod iPhone iPad Growth Time Manage innovation like a farm Do not stop to innovate
  21. 21. Growth Time http://www.thoughtworks.com/insights/blog/rise-serial-innovator* Our Core Strategy - Serial Innovation as a core competency* Do not stop to innovate
  22. 22. Tactical Approach Pick a big fight - How to attack a market leader
  23. 23. Agile is not the answer Agile = Framework to develop software faster, flexible, iterative, in high quality, …
  24. 24. Developingfaster,more flexible,iterativeandinhigh qualitythewrongthing Agile is not the answer Agile = Framework to develop software faster, flexible, iterative, in high quality, …
  25. 25. Confusingproduct launchwithsuccess Developingfaster,more flexible,iterativeandinhigh qualitythewrongthing Agile is not the answer Agile = Framework to develop software faster, flexible, iterative, in high quality, …
  26. 26. Itdoesn’tmatterhow greatyourdeveloper teamisiftheyaren´t givensomething worthwhiletobuild Confusingproduct launchwithsuccess Developingfaster,more flexible,iterativeandinhigh qualitythewrongthing Agile is not the answer Agile = Framework to develop software faster, flexible, iterative, in high quality, …
  27. 27. Itdoesn’tmatterhow greatyourdeveloper teamisiftheyaren´t givensomething worthwhiletobuild RoleofDesign Confusingproduct launchwithsuccess Developingfaster,more flexible,iterativeandinhigh qualitythewrongthing Agile is not the answer Agile = Framework to develop software faster, flexible, iterative, in high quality, …
  28. 28. Room Team Process Where agile fails - building the right product Basic principles for Serial Innovation
  29. 29. Room Team Process Where agile fails - building the right product Basic principles for Serial Innovation It’snotaboutmakingdesignmoreagile.It’saboutmakingagilemoredesign.
  30. 30. 30 source: http://hpi.de/studium/design-thinking.html Room It is not about delivery it´s about creativity
  31. 31. Core Team It is not about hierarchy, it´s about responsibility Product Manager DesignerDeveloper Viability/ Desirability Usability/ Desirability Feasibility
  32. 32. Process It´s not about delivery it is about discovery Building The Product Right Product Discovery Building The Right Product Dual Track Agile Lean Startup Design Thinking Iteration 0 Product Design Sprint Scrum Kanban XP Scrumban … …
  33. 33. Process It´s not about delivery it is about discovery Building The Product Right Product Discovery Building The Right Product Dual Track Agile Lean Startup Design Thinking Iteration 0 Product Design Sprint Scrum Kanban XP Scrumban … …
  34. 34. Success & Failure Pick a big fight - How to attack a market leader
  35. 35. Battle in a commodified market „If you know the enemy and know yourself, you need not to fear the result of hundred battles“ Sun Tzu, The Art Of War Revenue Market Position 12 Brand Awareness Main Conversion Development Methodology Standing Teams 19% 85% 6% 11% (estimated) Scrum Scrum 6 24
  36. 36. Battle in a commodified market „If you know the enemy and know yourself, you need not to fear the result of hundred battles“ Sun Tzu, The Art Of War Revenue Market Position 12 Brand Awareness Main Conversion Development Methodology Standing Teams 19% 23% 87% 85% 6% 9% 11% (estimated) Scrum Scrum 6 5 24
  37. 37. Flank attack Encirclement attack Guerrilla attack 5 general attack strategies* *Philip Kotler, Marketing Management DefenderAttacker Frontal attack (Feature Level) Bypass attack (Product Level)
  38. 38. Bypass attack (Product Level) Flank attack Frontal attack (Feature Level) Encirclement attack Guerrilla attack 5 general attack strategies* *Philip Kotler, Marketing Management DefenderAttacker
  39. 39. Bypass attack (Product Level) Flank attack Frontal attack (Feature Level) Encirclement attack Guerrilla attack 5 general attack strategies* *Philip Kotler, Marketing Management DefenderAttacker Success Fail
  40. 40. The matrix organization How does companies look like at org level?
  41. 41. The shape of innovation How does innovation looks like at org level?
  42. 42. The shape of innovation How does innovation looks like at org level? Room
  43. 43. The shape of innovation How does innovation looks like at org level? Team
  44. 44. The shape of innovation How does innovation looks like at org level? Process, teamwork
  45. 45. The shape of innovation How does innovation looks like at org level? Process, customer/market centric
  46. 46. The shape of innovation How does innovation looks like at org level? Management Leadership imbedded in Team and Process
  47. 47. The shape of innovation How does innovation looks like at org level? Looks like a network
  48. 48. The matrix organization How does companies look like at org level?
  49. 49. The matrix organization Innovation in one department
  50. 50. Innovation on feature level The matrix organization Optimization and innovation on feature level succeeded
  51. 51. Innovation on feature level The matrix organization Vital innovation on product level failed Innovation on product level
  52. 52. The matrix organization Revolutionary in 1911 • People Are Avoiding Work • People Need Control • Separation Of Thinking And Executing Frederick Winslow Taylor, The Principles Of Scientific Management (1911)
  53. 53. CompanyCultureislikethecharacterofagroup The matrix organization Organizational structure forms the company culture
  54. 54. CompanyCultureislikethecharacterofagroup The matrix organization Organizational structure forms the company culture Youcan’thavenoculture
  55. 55. CompanyCultureislikethecharacterofagroup The matrix organization Organizational structure forms the company culture Youcan’thavenoculture Itinfluenceseveryoneimmediately
  56. 56. CompanyCultureislikethecharacterofagroup The matrix organization Organizational structure forms the company culture Youcan’thavenoculture Itinfluenceseveryoneimmediately Itformsitselfassoonaspeoplearecomingtogether
  57. 57. „The beast“ company culture* Meet the beast* „Culture eats strategy for breakfast“ Peter Drucker http://www.produktbezogen.de/das-biest-unternehmenskultur/*
  58. 58. Only two ways to create a true culture of innovation „There is a difference between knowing the path and walking the path“ Morpheus, Matrix (1999)
  59. 59. Only two ways to create a true culture of innovation 1. Top-Down approach Management must agree to create a culture of innovation without exceptions
  60. 60. Only two ways to create a true culture of innovation 2. Innovation Cell Innovation Cell operates outside all existing structures and only reports to C-suite
  61. 61. Room Team Process Building the right product Basic principles for Serial Innovation 61
  62. 62. Room Team Process Culture Building the right product means building a culture of innovation Basic principles for Serial Innovation and how to attack a market leader
  63. 63. Thank You Very Much! Daniel Neuberger dneuberg@thoughtworks.com www.produktbezogen.de/

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