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The Fourth Option - How To Create Winning Career Moves
- 1. How To Create Winning Career Moves The Fourth Option ™
- 2. Better horses Better jockeys Better care & training
- 3. What sets them apart ? Napoleon Bonaparte Mao Tse-Tung Hannibal Alexander the Great Sun Tzu Genghis Khan Col. John Boyd
- 4. Bill Gates Thomas Edison Steve Jobs Richard Branson Henry Ford Ray Kroc John D. Rockefeller What sets them apart ?
- 5. What sets them apart ? Martin Luther King, Jr. Nelson Mandela Buddha Mohammad Yunus Benjamin Franklin Mahatma Gandhi Confucius Thomas Jefferson
- 6. The most successful leaders have the ability to see the strategic options their opponents ignore.
- 7. The accepted way of doing things. See the one that takes their market and competitors off-guard .
- 8. 6,000 BC – Nile delta into Palestine. To understand how civilization came to be, we must understand how a stick became a plough.
- 9. Firewood Plough Great innovations always begin with a mental shift .
- 10. See what others fail to see – create what others will not copy .
- 13. Discontent Imagination Formation Breakout Consolidation The five phases of innovation Wood Fire Earth Metal Water
- 14. Metal - Discontent “ Discontent is the first step in the progress of a man or a nation.” Oscar Wilde
- 15. Your current reality: Your near-term aspiration: Your long-term vision : Measure: Long term = 5years Ultimate question: The leading smoking cessation brand, facing declining share and flat revenue growth 3 3 years Continue as leader but face declining share and flat to declining growth To turn a mature business into a growth one, start growing top line $ 1.7XM EU revenue Turn-around the slow-growth trend and surprise our company and competitors How can we triple our revenue growth rate over the next 3 years? Current trajectory: Your current reality: $XM net EU revenue $ 1.1XM EU revenue $1.7XM EU revenue Near term = Your near-term aspiration : Define your challenge Today = Today Measure: Measure:
- 16. Water - Imagination
- 17. Wood - Formation There is nothing more difficult to take in hand… or more uncertain in its success than to take the lead in the introduction of a new order of things. Because the innovator has for enemies all those who have done well under the old conditions and lukewarm defenders who may do well under the new. Niccolo Machievelli, The Prince,
- 18. Fire - Breakout Energy may be likened to the bending of a crossbow ; decision to the releasing of a trigger. Sun Tzu (544-496 BC)
- 19. Earth - Consolidation After crossing a river you should move far away from it. Sun Tzu. The Art of War
- 20. Metal – The unpredictable wood driver was the club most feared by golfers. Water – Eli Callaway has a vision – make the game of golf more enjoyable for the average player. Wood – He creates Big Bertha – the most forgiving golf club in the history of the game. Fire – Big Bertha takes off & sparks huge debates within the golfing industry. Earth – Callaway Clubs are found in the golf bags of PGA legends.
- 21. Logic may not work
- 22. Pattern Recognition Take patterns and combine them in different ways.
- 23. “ Creativity is just connecting things .” Steve Jobs
- 24. Grand master chess players use patterns to help them increase their memory natural programming.
- 25. The key is to use patterns (e.g., the 36 Stratagems) rather than logic in the strategy development process.
- 26. Move early to the next battleground Retreat to advance later Shed your skin like a golden cicada Openly repair the walkway, secretly march to Chen Cang Embrace what has been abandoned Exchange a brick for a jade Create something out of nothing Where is the next battleground? How can you engineer a “strategic” retreat? What is your “shell” and what is at the core? What is the unorthodox path? What are the treasures from the past? What “brick” can you give away? What can you create? Your Playbook
- 27. #25 Shed your skin like a golden cicada
- 28. Borrow a Corpse for the Soul’s return. Embrace what others abandon. Adopt a forgotten or abandoned model, idea or technology to differentiate yourself and build power.
- 30. Exchange a Brick for a Jade “ Brick” “ Jade” Mel: Non-profit Leadership Leadership experience Beth: Support for Colleges A new practice area Glenn: Training others Awards, relationships, the next career Joan: Community Service Experience for her dream job Diane: Introductions Large & loyal network Deb: How can I help you? People who want to return a favor
- 31. Create Something Out Of Nothing
- 32. Introduce a new piece to the game board. Create something out of nothing. Create a new player or entity to change the dynamic in your favor.
- 33. Co-ordinate the uncoordinated. “ That was the big trick. Traditionally it would have required the same design. We built software that only required cards to have the same physical format, which means they were the same size and paper type. Our software would then lay the appropriate designs over the large, table-sized, print paper. We would print a thousand sheets deep and cut them into 143 stacks. That gave us one stack per customer. That would allow us to print 143 individual designs 1,000 pages deep. That is equivalent to printing 143,000 business cards in one fell swoop.” Who could you coordinate ?
- 34. Don’t Waste Your Time…..
- 35. Hi Tactics “ Crazy” No brainers Wastes of time Med Achievability The “cutting edge ” Attractiveness High Low w Hi Low Med Med
- 37. Declare Your Future !
- 39. Metaphors – Key tools for transferring information. Link something new to existing knowledge. Social dot com bubble – boom or burst?? Golden Handcuffs
- 41. “ You have to believe in yourself” (Sin Tzu – The Art of War)
- 42. www.kaimethod.com [email_address] (m) 585 406 2296 (o) 904 225 8869
- 43. Thank You and Happy Holidays!
Hinweis der Redaktion
- Short reference to the introduction
- In ancient times in China, the rich entertained themselves by racing their own stock of horses One general always lost to the Prince The Prince had more money so could always get better horses, better jockeys, and better training Desperate, he has a strategic advisor, a descendent of Sun Tzu for advice This advisor observed the races and learned they were composed of three heats: best v best, med v med, slow v slow He advised the general to challenge the prince again and to invite al his fiend and relatives to the race During first heat, he told general to race his worst horses The General was embarrassed by how badly he lost But then he won the next two heats: best v med, med v slowest He won the races that day Lesson is: we settle on rules – 1,2,3 – and start repeating ourselves unthinkingly. You want to train your people not just to do better/ faster/ cheaper what others do. That is important, but it is a tiring way to compete. Instead, empower yourself and your team to see “forth options.”
- If you study histories greatest military strategists – as we have……
- Or successful business leaders…..
- Or people which changed history – they were all able to shift their perspective, on the battlefield, in business and in their drive for doing good. They were able to see strategic options others ignored
- This hold true for the most successful athletes (such as Michael Jordan or Dick Fosbury), business leaders as well as you
- Look for the fourth option when others see only three….
- Let me start by telling you a story…… Sometime around 6000 BC an anonymous farmer tried something new: he scratched the ground with an odd shaped stick he had just found.. He lived somewhere in an area today known as “fertile crescent” With this simple act the innovator (who was not an engineer) sparked the formation of civilization; James Burke, a british historian describes what happened: At about the same time as these first attempts at irrigation, the digging stick changed its shape -it became a simple scratch plow, with a forward curving wooden blade for cutting the soil; -a backward curved pair of handles with which the farmer could direct the oxen; -this simple implementation may be called one of the most fundamental invention in the history of man; -The innovation which brought civilization into being, because it was the instrument of surplus; -it allowed a community to produce food which was surplus to their requirements; -and gave this community the capability of supporting those which where not food producers -did let them flourish
- -look at a stick – what do you see: firewood -now what do you see (advance the slide) -what if I said this was a plough -that is the “mental shift” -follow innovation forward from 6000 BC (and look at our industry) – great innovations were always the result of a mental shift
- -go home with a few innovative ideas which you can apply with your team -go home with a few ideas which you ca apply for your own career development
- -innovation follows phases -there are different phase model, which follow a similar pattern -we at Kaimethod feel most comfortable with this 5 phases of innovation
- -go through circle and just give the translation e.g. Metal stands for “discontent” -let me introduce the phases to you more in detail
- -only when we are willing to give up the current future, we are willing to consider alternatives -after you or after your team has reached a stage of discontent you will have the willingness to create something new -this is also some times a leadership challenge in companies where the CEO wants to have a change however the employees feel pretty happy with the current situation -or it can go the other way around that discontent is on troop level and the generals are still fine with the current future -or as Oscar Wilde puts it:” Discontent is the first step in the progress of man or a nation”
- -in our workshop with clients we bring out the discontent by going through this challenge definition -you can do the same with your career challenge definition: what is my current reality, what is my current trajectory, what is my long term vision, what is my near term aspiration > this will lead to your personal challenge definition -which could be that you are a senior marketing exec in transition, trajectory: consulting / agency and private equity opportunities, long term: top corporate or agency role / work / family balance; near term: role with GM component / not looking back / consumer focused
- -after you /people have reached the a stage of discontent, they are willing to explore new options -this is the time of the maveriks -this is the time of the watercooler conversation -this is the time of discussing options -This is the time of new ideas -new opportunities -new strategies -this is the ideation time -and this time is fun time for most of us
- -recite Machievelli’s statement – very actual for being written in the 16 th century -not many see the vision -you may find that not to many are capable of connecting the dots together with you -this is the time were you have to find your supporters, where you have to map and know your network, where you have to be a great storyteller -and where you have to have endurance -cause your idea either might die or you reach the tipping point and everyone gets the idea
- -but this is also the time in which your competitors start to copy you -this is the time where you have to be faster than your competition This is the time of the OODA loop (John Boyed) observe, orient, decide, act
- -this is the protection phase in which you can maximize the earnings out of your idea -but it is also the phase where you have to reinvent yourself; look at Madonna; after each world tour she reinvents herself and comes out as a new Madonna, with a new style, new theme, new record, new success
- -be aware in which phase you are in your innovation circle and act accordingly
- -when we face strategic challenges in our career, we turn to one of two approaches: -option narrowing and rules -we apply logic to narrow down a seemingly complete set of options or we follow a formula of behaviors that have proven successful in the past
- -it is patern recognition and the ability to combine them in different ways which will unleash our abilities and let you have a greater playbook than your competitor
- -chess: opening / middle / end game -during openings logic does not work successfully since the number of possible outcomes is way to high -our short term working memory can only handle/ assess 6 to 8 different outcomes at the same time -take brain as the CPU, short term working memory / RAM, long term working memory / harddrive -novice chess players recognize / have a certain repertoire of openings = recognizable patterns -master chess players at least have a recognizable repertoire twice as large and grand master players 10 times as large -this is not only true for chess players, this applies for companies those companies are most successful which have the largest playbook -those golfplayers are most successful which have the largest repertoire of swings -we analyse with clients the playbook if competitors – you should do the same for your career situation
- -stratagems as filters to see patterns most often used by successful companies and individuals in their career -analysed more than 100 companies in detail -interviewed more than 50 individuals about their career -from the 26 stratagems, this are the 7 most often used in successful careers
- -when developing your playbook, ask yourself the key questions: -go through all 7 -refer to giving more details about the highlighted ones
- Jen Loss - Harvard law graduate working at Skadden – 6 years. I was on vacation with my sister in Australia – I realized I hadn’t travelled in such a long time. I was saying to my sister. I wished I had taken a year off. Why don’t you do it now? I thought she was crazy. That would be professional suicide! And yet she was squandering her life in a job she didn’t love. She didn’t want to be a Partner, but didn’t know what else she wanted to do. She wasn’t happy and was waiting for something to happen. When she returned from her trip, she started working on some horrible project, there until midnight every night and decided she needed to leave. . In may she decided she would work until after labor day – put money away like crazy that summer. Labor Day she gave notice. Booked a flight into NZ Supposed to be 6 months. Ended up staying 10 months. The juice of story was able to detach from shell of a lawyer, and being more wide open – which required an identity shift while she was traveling. From HLS lawyer at a big firm, to now defined myself differently. I had to let go of the mask of the other thing-- that was my shell. Before it was you can’t touch me b/c I’m this HLS attorney. But then I went to a world where that didn’t mean anything. Now the question was, who are you as a person – are you fun or interesting? Not the question anymore: What do you do? In the past, once I said that I was an attorney at Skadden, people knew who I was. It was a shorthand for who I was. But it really had nothing to do with who I was. Gave me credibility, sense of power to be this lawyer. Realized in my travels that it was almost uncool to be that. When she came back she didn’t know what she wanted to do, but was certain it wouldn’t be working for a large law firm. Family friend had suggested she speak with a legal recruiter and consider being a recruiter - - First she was very resistant - the world wanted her back into the box. How could you give it up the prestigious law firm job? Met with recruiter and she said: I’m leaving my company, I shouldn’t be telling you this, but I think you would make a great legal recruiter. Call my friend at the firm I am going to work for next.” I was looking for alternatives that fit my experience and the lifestyle I wanted to create. Leveraging My greatest skillset – more of a people person. My interpersonal skills have always been my strength, but I felt they had little value in being a lawyer. This took advantage of my experience. I understood the industry. Started working as a recruiter and was very successful. I spent a lot of time counseling people – not part of my job, but that was where I got my reward. I wanted to be an ear for people. A much better fit for my personality. at the core?, Jen is an outgoing people person and gets her juice interacting with people on a daily basis. Recruiting was a better match but she needed to let go of her attachment to the identity she had created for herself. In order to see possibilities, she needed to let go of that which seemed to give her stature in the world.
- -designed by 2 engineers in Canada, this is the first blackberry -they used the obsolete network for pagers at a low cost and with less traffic than the newly installed networks which were mainly designed for voice / mobil phone -they focused on mail only and solved the problem with synchronizing office / remote mail -surprised the market and developed a competitive advantage -embrace what has been abandoned – what are the treasures from the past -how you can use this is your career strategy?
- -do this exercise – ask your self what you have abandoned -walk through the exercise….. -embrace what you abandoned – what are your treasures from the past
- Mel Mitchell - found that doing a lot of volunteer work he has been able to build his leadership skills more quickly. He, for example, volunteers for non-profits and thereby learns how to enroll others in Microsoft to support the non-profit voluntarily. He gives up his time (brick) for training (leadership). This skill has proven valuable when he must get people in Microsoft to support something he is doing even if it falls outside of their job description. Beth Hicks - Beth moved into the executive search business at a less than optimal time. The economy was slowing, searches were diminishing, and this novice, who had to “eat what she killed”, was headed for difficulty. So she decided to start volunteering. She volunteered her time with the non-profit practice of her firm. This kept her busy, kept her learning, and later positioned her with key relationships. Two years later she was the head of the education practice, with UM as a core client, and solid bade of other educational clients as part of her practice. Glenn Richardson - gave time for training young partners at Big 4 consulting firm (brick) - became award-winning partner 3x over, developed invaluable relationships, passionate about people development, led to next career move (jade). Joan of Art - gave tirelessly to her community in areas of her passion as she raised her children - catering, fundraising, art teacher, journalist for non-profits (bricks) - and assembled all the skills - fundraising, events planning, knowledge of art, non-profit experience - to be a museum director Top billing law partner (Dianne Pinchina) - basically connects people to other people. Is passionate about creating relationships between others (bricks), and as a result, has a loyal following of people who always want to help her (jades) … An entrepreneurial coach (Deb Grayson Riegel) - espouses the deposit theory of networking - “ask not what others can do for you, but what you can do for others” - go into networking making little deposits. “how can I help you?” “what do you need?” “can I make an introduction for you?” - this little bricks become jades in the form of relationship, loyalty and reciprocation. And take the stress out of networking. How can you indulge your passion by giving away bricks to it …. ? What jades might be created?
- Tag Line: The Opener that changed TV Key Story: Necessity was the “mother of invention” says Bud Paxson, when I interviewed him about the idea for HSN. Bud was running a local AM radio station in Florida during a time when AM lost its attractiveness against FM and when advertising customers were short on cash. One day a client was not able to pay for his airtime and offered 112 electric can openers instead. Bob took the can openers and offered them on air. Buyers would come to the station to pick them up and to pay in cash or with check. The merchandise was sold out in one day, which helped Bud to pay for some of his operating cost and payroll. The rest is history; The Home Shopping Club was launched on a local cable network in FL in 1982 and went national in 1985. It soon became a 1 billion dollar operation and was sold in 1997 to Barry Diller, a Hollywood executive. It changed the way that we perceive television and was a perfect marriage of TV and retail. Other key business advice: Know when to hold and when to fold Be persistent Look for a good risk / reward ratio Always consider shopping as a form of entertainment Other business areas of success: Bud was the founder of PAX TV (rebranded as Independent Television), a family friendly TV network, which he sold in 2005 to NBC Universal. Stratagems: Move early to the next battleground Introduce a new piece to the game board Embrace what others abandon
- Short story: Listerine, which is owned by Pfizer, dominated the mouthwash market for more than a century. New products had been added with different flavors, but it was always the s ame old liquid mouthwash, which you had to carry around in a clumsy bottle. What was the pivotal decision point: On the go customers wanted to have a different format of a mouthwash, portable and discreet. What were the obvious option: ｷ Continue to add flavors ｷ Sell in a smaller bottle (where do you spit out a mouthwash at a party) ｷ Lose market share to competitors offering fresh breath lozenges (which do not have the same germ killing effect as Listerine) What unorthodox option was selected and who was the driver: Manufacture and launch Listerine pocket packs, where the mouthwash is transformed into a set of paper-thin strips that melt on the tongue. The product was launched in 2001 and became a big success. It was supported by a large marketing campaign (e.g. handing out little green packages at the 2001 Emmy event) What was the final outcome (success and or stall point): The pocket strips created incremental business for Listerine, while meeting the market needs of the o n the go customer. It was later also introduced for vitamin supplements, but did not have the same success. Stratagem: Introduce a new piece to the game board
- Vistaprint has grown to $500M in revenue from $100M just five years ago. They produce 60% gross margins. They serve 8M customers per year. At the core of the Vistaprint strategy was a seemingly straightforward process innovation. This innovation broke an accepted rule traditional printers had assumed was insurmountable: the cost of printing the short run jobs that small businesses demanded was too expensive for small businesses to afford. Since printing economics are high on fixed costs – it costs as much to set up a machine to print 150,000 business cards as it does to print 1,000 – printers would have to charge exorbitant rates to the small businesses that wanted to fulfill small orders. So Vistaprint changed the process. As Robert explains, “That was the big trick. Traditionally it would have required the same design. We built software that only required cards to have the same physical format, which means they were the same size and paper type. Our software would then lay the appropriate designs over the large, table-sized, print paper. We would print a thousand sheets deep and cut them into 143 stacks. That gave us one stack per customer. That would allow us to print 143 individual designs 1,000 pages deep. That is equivalent to printing 143,000 business cards in one fell swoop.” Interview with Robert Keane as posted on http://www.sramanamitra.com/2009/06/26/wwfrom-startup-to-500-million-vistaprint-ceo-robert-keane-part-3/ (June 6, 2009) In other words, vistaprint coordinated individual print jobs into print runs and optimizes the cost of print runs, while the competitors seek to optimize print jobs per customer.
- -those opening will help you to go through your water phase -but what’s next… (advance to next slide)
- -working with your team or creating ideas for your career move, you may create 30 or more ideas -you have to go through a sorting process to bring it down to your 6 to 8 “key initiatives” -define your criteria for attractiveness: work family balance, income, independence,…. -define your criteria for achievability: cost, quick time to execute, do I have the expertise, support don’t waste time with waste of timers -foster crazy ideas and improve their achievability / the brake through ideas are in this quadrant -focus on the no brainers -document your selection to have strategic clarity
- -may sound funny, but if you are in transition or in a career change situation: -be precise in your execution plan (read from the bullet list) -share your matrix with your partners / friend -make your self accountable to report to him / her that you have completed your business plan for your new company on Friday as scheduled
- -by sharing your strategic clarity decision with friends, family, mentor, coach you commit yourself much more and make yourself much more accountable -it is like if you quit smoking: the likelyhood that you stick to your commitment is much higher if you have it announced _”I am establishing myself as a trusted strategic creativity consultant with Kaimethod and as a valued resource for German technology companies starting successfully their business in the US. By doing so, I will create more time to do freelance fine art photography” -declare your future
- -influence mapping is a strong tool to succeed with your new idea / your career goal -analyze your internal political network—dissect the the underlying power structure of your network -uncover the optimal strategy for introducing an innovation, new idea, course for your career path -but also become a story teller: -Chester Carlson had always problems to present his breakthrough invention -he had to find the right audience: Haloid and Battelle decided on presenting the breakthrough idea at the Annual Meeting of the optical society of America in Detroit in 1948 -they budgeted 25,000 USD for their presentation / an impressive budget for 1948 -to make the introduction of the Carlson process as impressive as possible they decided to demonstrate the various manual manipulations in “red boxes” -since physicists and engineers are not known as stellar speakers, Battelle hired a professor from Ohio State university to coach the presenters in public speaking -spotlights were used to to blaze upon each speaker and the red box -after 60 seconds a circle of light played on the last red box which triumphant gave out a copy of the original -Joe Wilson, one of the chief engineers, ended the performance with a prophetic view of what the future might hold -can you image the effect of this story vs the cool and technical presentation of a bread board to the board of a company or possible investors -BECOME a STORYTELLER
- To stay with the story telling example: isn’t Xerography a much better metaphor than electrophotography or kleen copy, or dry duplicator, combining the greek words for “dry” and “writing” in one word But look at other mataphors which stick and some of them became even “word of the year” -become a story teller and use metaphors to link something new to existing knowledge
- -in closing, let me summarize that the creation of winning career moves takes a 360 degree approach (Go through bullet list) But most of all ……… (intro for next slide)
- -believe in yourself
- You will find some more information about Kaimethod at…….. And please do not hesitate to give me a call.
- Thank you for your time and Happy Holidays