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YOUR INDUSTRY




*NOTE: CLEARLY NOT DRAWN TO SCALE
YOUR INDUSTRY
                                     YOUR COMPANY




*NOTE: CLEARLY NOT DRAWN TO SCALE
THE REST
      OF THE WORLD
                                    YOUR INDUSTRY
                                     YOUR COMPANY




*NOTE: CLEARLY NOT DRAWN TO SCALE
STRATEGY &
  TECHNOLOGY
       For you, from Amy Rae.

Global Creative Director, Hyper Island.

           @elucidateAMY
STRATEGY   TECHNOLOGY
STRATEGY   *   TECHNOLOGY
WRITING A STRATEGY




WHAT DOES STRATEGY
  MEAN TO YOU?



   INDIVIDUAL REFLECTION
GOOD STRATEGY BAD STRATEGY, RICHARD RUMELT
             Put simply, good strategies...



1) DISCOVER THE CRITICAL
FACTORS IN A SITUATION

2) COORDINATE ACTION TO
DEAL WITH THOSE FACTORS




                                               8
A strategy template:




CHALLENGE   CONTEXT   POSITION     TACTICS     MEASURE     REPORT   ITERATE


                        THE         THE         THE         THE      THE
                       CHALLE      CHALLE      CHALLE      CHALLE   CHALLE
                        NGE         NGE         NGE         NGE      NGE




                      This linear strategy repeats every
                        few years, most commonly 5.
A GOOD FOUNDATION,

 BUT NOT ENOUGH.
The truth of 2012:




THE WORLD IS MOVING
  TOO QUICKLY FOR A
FIVE-YEAR PLAN ALONE.
T h i s i s n ’ t n ew , b u t i t ’ s i m p o r t a n t .




    KODAK VS DIGITAL                                     ...12 YEARS
CLASSIFIEDS VS CRAIGSLIST                                ...10 YEARS
 BLOCKBUSTER VS NETFLIX                                   ...7 YEARS
   TOMTOM VS IPHONE                                       ...3 YEARS
    KRUPPS VS KUERIG                                           ...??
SINCE 1937, THE LIFESPAN OF COMPANIES ON
   THE S&P 500 DECREASED BY 60 YEARS.*




                             *R. FOSTER, YALE UNIVERSITY
“CREATIVE DESTRUCTION”
  JOSEPH SCHUMPETER
EMBRACE THE PIVOT:
AN ESSENTIAL PART OF
 START-UP PLANNING.
NOKIA
1865: MANUFACTURING PAPER
1868: HYDROPOWER PRODUCTION
1898: RUBBER MANUFACTURING
1902: ELECTRICITY GENERATION
1912: CABLING
1960: GENERAL ELECTRONICS
1981: CELL PHONES
1990: CUT NON-ELECTRONIC INVESTMENTS
2008: “INTERNET BUSINESS” ??? ...
DUPONT
1802: GUNPOWDER
1912: CELLULOSE CHEMISTRY, POLYMERS
1914: AUTOMOTIVE (GM)
1902: MATERIALS SCIENCE
1928: NEOPRENE, TEFLON
1941: MILITARY MANUFACTURING
1950: LYCRA, MYLAR, SPACE PROGRAM
1981: OIL: CONOCO
1999: SOLD OFF CONOCO
2004: SOLD OFF TEXTILE BUSINESSES
2011: BOUGHT BIOTECH COMPANY DANISCO
DUPONT
 1802: GUNPOWDER 2010:
                 IN
 1912: CELLULOSE CHEMISTRY, POLYMERS
 $2 BILLION/ YR RESEARCH BUDGET
 1914: AUTOMOTIVE (GM)
 1902: MATERIALS SCIENCE
 1928: NEOPRENE, TEFLON OF REVENUE
  MANDATE THAT 30%
 1941: MILITARY MANUFACTURING
COME FROM PRODUCTS CREATED IN
 1950: LYCRA, MYLAR, SPACE PROGRAM
 1981: THE CONOCO
        OIL: PREVIOUS FOUR YEARS.
 1999: SOLD OFF CONOCO
 2004: SOLD OFF TEXTILE BUSINESSES
 2011: BOUGHT BIOTECH COMPANY DANISCO
Technology is at the heart of this change.
THE CRUX:




  A CHANGING
TECHNOLOGICAL
  LANDSCAPE =
  PIVOT OR DIE.

                  22
REMEMBER MOORE’S LAW?
TECHNOLOGY
CHANGE




                      BEHAVIOR
                       POLITICS
                      BUSINESS

         TIME
TECHNOLOGY



            "TECHNOLOGY CHANGES
          EXPONENTIALLY, BUT SOCIAL,
CHANGE




         ECONOMIC AND LEGAL SYSTEMS
           CHANGE INCREMENTALLY."
               -LARRY DOWNES
                                  BEHAVIOR
                                   POLITICS
                                  BUSINESS

                     TIME
TECHNOLOGY
CHANGE




                      BEHAVIOR
                       POLITICS
                      BUSINESS

         TIME
TOUCHSCREEN
SMARTPHONES - 1993
TABLETS AND
   E-READERS - 1968




Dynabook
3-D - 1890
GPS - 1936
EVERYTHING HERE IS OLD.
IN VITRO MEAT
CONTACT LENS
  DISPLAYS
GENETIC TESTING
FLEXIBLE OLED
  DISPLAYS
GRAPHENE:
THE SELF-REPAIRING ATOM
PIEZOELECTRICS
QUANTUM
COMPUTING
READY FOR
A CHALLENGE?
HELLO STRATEGISTS,
   WELCOME TO
 THE BOARD ROOM
THE CHALLENGE:

   A NEW TECHNOLOGY IS
DISRUPTING YOUR INDUSTRY.
  PRESENT A PLAN TO YOUR
SHAREHOLDERS THAT USES IT
    TO YOUR ADVANTAGE.

     LIVE THE PIVOT.
WORKSHOP INSTRUCTIONS

★ SELF-ORGANIZE INTO MIXED-
  PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A
  PRESENTATION THAT ADDRESSES
  ONE OF THE CHALLENGES.

★ 15 MINUTES TO FIND ANOTHER
  GROUP AND PRESENT YOUR PLAN.
★ SELF-ORGANIZE INTO MIXED-
  PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A PLAN.




★ 15 MINUTES TO FIND ANOTHER
  GROUP AND PRESENT YOUR PLAN.
★ SELF-ORGANIZE INTO MIXED-
  PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A PLAN.
★ 15 MINUTES TO FIND ANOTHER
  GROUP AND PRESENT YOUR PLAN.
GREAT WORK!
NO MATTER WHAT
INDUSTRY, PIVOTING
WILL KEEP YOU AHEAD
   OF THE CURVE.
The cold, hard truth:




 YOU CAN’T PIVOT
 WITHOUT DOING
YOUR HOMEWORK.
DIVE IN:




   MIT TECHNOLOGY REVIEW
       NEWSCIENTIST.COM
     REDDIT.COM/R/SCIENCE
REDDIT.COM/R/NANOTECHNOLOGY
   YOUR TRADE PUBLICATION
   SCIENTIFICAMERICAN.COM
   MEDICALNEWSTODAY.COM
            IEEE.ORG
STRATEGY &
  TECHNOLOGY
       For you, from Amy Rae.

Global Creative Director, Hyper Island.

           @elucidateAMY

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