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Digital Strategist’s Mental Toolkit:
                The profile of a strategist_




                                       Photo: http://www.flickr.com/photos/freakalad/152577402
Key points_

  What this section will cover:

  • Definition
  • Profile and skills
  • Challenges




                                  Photo: http://www.flickr.com/photos/freakalad/152577402
Definition of a strategist_

  Two distinct roles:

  • Interpreting the now
  • Interpreting the future




                              Photo: http://www.flickr.com/photos/freakalad/152577402
Definition of a strategist_

  •   Understand consumer behaviour
  •   Understand the digital landscape
  •   Grasp a client’s challenge
  •   Bridge them all with an efficient and effective plan
  •   Measure, optimize and replan




                                                    Photo: http://www.flickr.com/photos/freakalad/152577402
Definition of a strategist_




   The curious generalist who seeks connections and clarity




                                                Photo: http://www.flickr.com/photos/freakalad/152577402
Curious_

  A strategist:
  • Asks questions more than they give answers
  • Is open minded
  • Actively seeks new perspectives




                                             Photo: http://www.flickr.com/photos/freakalad/152577402
Curious_

  A strategist uses Informed Intuition:

  “Well developed intuitive skills require well-deployed
  antennae, considerable experience, and as much practice
  at intelligently feeling the tone and potential of a complex
  whole as skilled logical analysis and the use of the
  scientific method.” Jerry Hirshberg



                                                                        Source: The Creative Priority




                                                 Photo: http://www.flickr.com/photos/freakalad/152577402
The generalist_

  A strategist:

  • Seeks knowledge across disciplines
     – Cognitive science
     – Business/marketing
     – Technology
     – Humanities
  • Cultivates a T-shaped skill set
  • Is respectful of other’s domain specific knowledge



                                                    Photo: http://www.flickr.com/photos/freakalad/152577402
The generalist_

  A strategist actively looks for inspiration from disparate sources:

  “If my travels in the old world had taught me anything, it was
  that aspirin, cotton clothing, metal pots and telephones are
  fantastic inventions…airplanes had stretched my horizons; books
  had opened my mind; antibiotics had saved my life; photography
  had ignited my muse.” Kevin Kelly




                                                                          Source: What technology wants




                                                       Photo: http://www.flickr.com/photos/freakalad/152577402
Connections_

  A strategist:

  • Knows how to intelligently ignore
  • Looks for a common theme
  • Is able to connect the dots




                                        Photo: http://www.flickr.com/photos/freakalad/152577402
Clarity_

  A strategist

  • Seeks simplicity in explanation
  • Uses evidence only as required
  • Is respectful of the capabilities of the audience




                                                        Photo: http://www.flickr.com/photos/freakalad/152577402
Skills_

  • Coping with ambiguity
     – In a project/solution
     – In a brief
  • Thinking on your feet
     – Asking questions in return
     – Stock responses
     – Not having to answer every question




                                             Photo: http://www.flickr.com/photos/freakalad/152577402
Coping with ambiguity_

  Ambiguity can be managed by taking a page from Cognitive
  Behavioural Therapy (CBT)

  • Ambiguity can lead to unbalanced reactions in a manner
    similar to rogue moods
  • ‘Hot thoughts’ spring up from the void




                                                 Source: Mind Over Mood; Dennis Greenberger




                                                  Photo: http://www.flickr.com/photos/freakalad/152577402
Coping with ambiguity_

  Use a variant of a ‘Mental Thought Log’ to seek evidence to
  hedge against ambiguity

  •   Assess the situation
  •   Track automatic thoughts – assumptions
  •   Seek evidence that does or does not support
  •   Aim for balanced thinking



                                                    Source: Mind Over Mood; Dennis Greenberger




                                                     Photo: http://www.flickr.com/photos/freakalad/152577402
Thinking on your feet_

  Essentially, it is speed decision making.

  • Pause
  • Sense the urgency of the issue
  • Identify the gaps and barriers – ask questions




                                                                Source: Sources of Power; Gary Klein




                                                     Photo: http://www.flickr.com/photos/freakalad/152577402
Thinking on your feet_

  Move towards a goal as soon as possible.

  •   Spot your leverage points
  •   Improvise
  •   Communicate intent
  •   No shame in deferring




                                                        Source: Sources of Power; Gary Klein




                                             Photo: http://www.flickr.com/photos/freakalad/152577402
Collaboration_

  A strategist ‘leads from behind’:

  • Acts as a progressive constraint generator
  • Acts as a catalyst
  • Is a guide that helps bring team members to the objective




                                                   Photo: http://www.flickr.com/photos/freakalad/152577402
Collaboration_




       “We don’t make the car, we make the car better”




                                                                                  BASF Tagline, 1980’s




                                                Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  As presenter, you are the host.

  - “The sign of a real host is that he or she makes their guests
    feel comfortable”

  - You are the host, not the guest




                                                Source: Seven strategies of master presenters; Brad McRae




                                                                Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  5 presentation basics
  • Be credible
  • Be competent
  • Be compatible
  • Be caring
  • Be dynamic




                          Source: Seven strategies of master presenters; Brad McRae




                                          Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  Credible:

  • Be honest
  • Be authentic
  • Clear about what it is in, and what is not




                                                 Source: Seven strategies of master presenters; Brad McRae




                                                                 Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  Competent

  • Establish it early
  • Be clear about what it is based on
     – Experience, research, synthesis of other work
  • Manage expectations clearly




                                                       Source: Seven strategies of master presenters; Brad McRae




                                                                       Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  Compatible:

  • Establish contact
  • Answer “Who are you?”
  • Show what is common




                            Source: Seven strategies of master presenters; Brad McRae




                                            Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  Caring:

  • Focus on the individuals in the audience
  • Success is achieved together
  • Don’t speak. Serve




                                               Source: Seven strategies of master presenters; Brad McRae




                                                               Photo: http://www.flickr.com/photos/freakalad/152577402
Presentation skills_

  Dynamic:

  • Treat attention as a scarce commodity
  • Be passionate
  • Bring hope, motivation and energy




                                            Source: Seven strategies of master presenters; Brad McRae




                                                            Photo: http://www.flickr.com/photos/freakalad/152577402

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DSMT- Profile of the strategist

  • 2. Digital Strategist’s Mental Toolkit: The profile of a strategist_ Photo: http://www.flickr.com/photos/freakalad/152577402
  • 3. Key points_ What this section will cover: • Definition • Profile and skills • Challenges Photo: http://www.flickr.com/photos/freakalad/152577402
  • 4. Definition of a strategist_ Two distinct roles: • Interpreting the now • Interpreting the future Photo: http://www.flickr.com/photos/freakalad/152577402
  • 5. Definition of a strategist_ • Understand consumer behaviour • Understand the digital landscape • Grasp a client’s challenge • Bridge them all with an efficient and effective plan • Measure, optimize and replan Photo: http://www.flickr.com/photos/freakalad/152577402
  • 6. Definition of a strategist_ The curious generalist who seeks connections and clarity Photo: http://www.flickr.com/photos/freakalad/152577402
  • 7. Curious_ A strategist: • Asks questions more than they give answers • Is open minded • Actively seeks new perspectives Photo: http://www.flickr.com/photos/freakalad/152577402
  • 8. Curious_ A strategist uses Informed Intuition: “Well developed intuitive skills require well-deployed antennae, considerable experience, and as much practice at intelligently feeling the tone and potential of a complex whole as skilled logical analysis and the use of the scientific method.” Jerry Hirshberg Source: The Creative Priority Photo: http://www.flickr.com/photos/freakalad/152577402
  • 9. The generalist_ A strategist: • Seeks knowledge across disciplines – Cognitive science – Business/marketing – Technology – Humanities • Cultivates a T-shaped skill set • Is respectful of other’s domain specific knowledge Photo: http://www.flickr.com/photos/freakalad/152577402
  • 10. The generalist_ A strategist actively looks for inspiration from disparate sources: “If my travels in the old world had taught me anything, it was that aspirin, cotton clothing, metal pots and telephones are fantastic inventions…airplanes had stretched my horizons; books had opened my mind; antibiotics had saved my life; photography had ignited my muse.” Kevin Kelly Source: What technology wants Photo: http://www.flickr.com/photos/freakalad/152577402
  • 11. Connections_ A strategist: • Knows how to intelligently ignore • Looks for a common theme • Is able to connect the dots Photo: http://www.flickr.com/photos/freakalad/152577402
  • 12. Clarity_ A strategist • Seeks simplicity in explanation • Uses evidence only as required • Is respectful of the capabilities of the audience Photo: http://www.flickr.com/photos/freakalad/152577402
  • 13. Skills_ • Coping with ambiguity – In a project/solution – In a brief • Thinking on your feet – Asking questions in return – Stock responses – Not having to answer every question Photo: http://www.flickr.com/photos/freakalad/152577402
  • 14. Coping with ambiguity_ Ambiguity can be managed by taking a page from Cognitive Behavioural Therapy (CBT) • Ambiguity can lead to unbalanced reactions in a manner similar to rogue moods • ‘Hot thoughts’ spring up from the void Source: Mind Over Mood; Dennis Greenberger Photo: http://www.flickr.com/photos/freakalad/152577402
  • 15. Coping with ambiguity_ Use a variant of a ‘Mental Thought Log’ to seek evidence to hedge against ambiguity • Assess the situation • Track automatic thoughts – assumptions • Seek evidence that does or does not support • Aim for balanced thinking Source: Mind Over Mood; Dennis Greenberger Photo: http://www.flickr.com/photos/freakalad/152577402
  • 16. Thinking on your feet_ Essentially, it is speed decision making. • Pause • Sense the urgency of the issue • Identify the gaps and barriers – ask questions Source: Sources of Power; Gary Klein Photo: http://www.flickr.com/photos/freakalad/152577402
  • 17. Thinking on your feet_ Move towards a goal as soon as possible. • Spot your leverage points • Improvise • Communicate intent • No shame in deferring Source: Sources of Power; Gary Klein Photo: http://www.flickr.com/photos/freakalad/152577402
  • 18. Collaboration_ A strategist ‘leads from behind’: • Acts as a progressive constraint generator • Acts as a catalyst • Is a guide that helps bring team members to the objective Photo: http://www.flickr.com/photos/freakalad/152577402
  • 19. Collaboration_ “We don’t make the car, we make the car better” BASF Tagline, 1980’s Photo: http://www.flickr.com/photos/freakalad/152577402
  • 20. Presentation skills_ As presenter, you are the host. - “The sign of a real host is that he or she makes their guests feel comfortable” - You are the host, not the guest Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 21. Presentation skills_ 5 presentation basics • Be credible • Be competent • Be compatible • Be caring • Be dynamic Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 22. Presentation skills_ Credible: • Be honest • Be authentic • Clear about what it is in, and what is not Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 23. Presentation skills_ Competent • Establish it early • Be clear about what it is based on – Experience, research, synthesis of other work • Manage expectations clearly Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 24. Presentation skills_ Compatible: • Establish contact • Answer “Who are you?” • Show what is common Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 25. Presentation skills_ Caring: • Focus on the individuals in the audience • Success is achieved together • Don’t speak. Serve Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402
  • 26. Presentation skills_ Dynamic: • Treat attention as a scarce commodity • Be passionate • Bring hope, motivation and energy Source: Seven strategies of master presenters; Brad McRae Photo: http://www.flickr.com/photos/freakalad/152577402

Hinweis der Redaktion

  1. May 24, 2012