1. Strategy Development Process
Ayse Öztuna and Gerth Vogel
Zentrum für Unternehmensentwicklung

2.  The Objectives
 The Procedures
 The Process
 The Results
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3.  ... remember where the company is coming from
and what the roots are
 ... understand how and why the company has come
to the point where it is now
 ... reflect the own picture of being excellent and
successful
 ... develop a strong picture of the future
 ... clarify what the company needs to get there ...
 ... and unchain the energy
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The Objectives

4. In addition to classic ways of strategy development we
work at the alpha brain level ...
 ... to use the power of both brain hemispheres whenever
necessary
 ... to develop and maintain positive mental attitudes
 ... to relieve tension and stress in order to be more productive
and to set and achieve goals more effectively and efficiently
 ... to develop the natural intuitive abilitiesand
 ... to increase speed and quality
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The Procedures

5. (1)
Clarify goals and
process cycle
(6) (2)
Learn from Develop
the practical the
Develop
Experience Strategy-, Change Map
Organization-,
Communication
and
(5) Process- (3)
Competence Describe the
Shape the
new Organization Road Maps to the
Future
(4)
Describe
the Solutions
and Decisions
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The Process

6. (1)
Clarify
Goals and
Process Cycle
Collect problem- and conflict-fields ...
 Select the members of the strategy team
 Gather all relevant questions, topics and problems
Sources: Experiences, Analyses, Trends, Intuition,...
 Evaluate importance of the topics
 Integrate all relevant people and groups
Catalogue of strategy relevant
topics, questions and problems
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The Process

7. ... and determine the objectives for the future
 Describe the goals SMART: Specific, Measurable, Attainable,Relevant,
Time-based
 We want to get rid of ... and we want to be strong in ...
Our goals
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The Process

8. Describe the intended
strategic positioning
Politics Infrastructure
Market
Customers & Competitors
Function
„Sense of Life“ of
the Organization
Legislation Resources
Results Products and
Profits, Image, Acceptance Services
People
Abilities, Vitality, Needs
Ecology Environment
Culture
Identity, Rules, Values
Organization Equipment
Structure, Workflow, Process- Tools, Methods, Society
Trends and Projectorganization Technology, KnowHow
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The Process

9. (2)
Develop
the
Change Map
Recognize connections and reciprocal effects
 Find out steering, passive and neutral topics
 Clarify Project Organization, Working sequences and related
teams
Change Map
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The Process

10. (3)
Describe the
Road Maps to
the Future
Work on problem- and vision-oriented solutions
 Diminish thinking blockades
 Allow self reflection Topic A
 Improve creativity Why is the What are the
 Solve real problems, not symptoms problem a Consequences
problem
 Create longing and passion for the
the better
 Understand the pain and suffering First solution ideas
when keeping the status quo
Priority will be given to
 History, Roots, Customer focus, Future needs, Products, Success,
Culture, Organizational aspects, ...
 Abilities, Motivation, Achievement, Self Responsibility ...
 Appearance, Effectiveness, ...
Build up necessary communication on / between all levels
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The Process

11. Determine solution ranges for the daily work
 Recognize, describe and evaluate alternatives
 Compile solutions and measures as a basis for goal- and service level
agreements
 Determine the cross-linking of the solution ideas
 Examine acceptance for the solutions
 Specify the criteria for success measurement
 Define the requirement profiles of the jobs
Solution/Topic
Acceptable,
desirable
Range
Quality
Intensity
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The Process

12. (4)
Describe the
solutions and
decisions
Examine constantness and consistency of the solutions
 Summarize in specific goals and concrete measures
 Compile decision criteria
 Present and discuss solution complexes, ...
 ... decide and document
Solution complex
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The Process

13. (5)
Shape
the new
organization
Increase the understanding of the strategy and the solutions
 Mediate expected functions to the basis of the company
 Prepare and realize activities
 Clarify the meaning for each individual in the
daily work: Success in the daily business
 Goal- and Service Level Agreements
 Personnel Development
 Remuneration, ...
 Have the right people in the boat
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The Process

14. (6)
Learn from the
practical
experience
Constantly reflect successes and failures
 Continuously improve efficiency and results
? Objectives
Reached
 Not reached
 Reasons Why
! Activities
To do‘s
 Responsible person
 Deadlines
 Results
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The Process

15. ... a lively and vibrant strategy
 ... empowered people and teams
 ... a lasting and guaranteed high Return on
Investment
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The Results

16. Thank you for your time and
your attention
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