What is strategy? How are we going to grow top line revenue? Discover the "why" and "how" behind business strategy--what strategy is, and what strategy isn't.
7. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
Value Proposition
Hair on Fire Issue
Words You Own
Central Idea
Core Purpose
3 Brand Questions
Brand Promises
BHAG
Value Discipline
Empirical Creativity
Productive Paranoia
SMaC Recipe
Catalytic Mechanism
Disciplined
Action
Hedgehog Concept
Reverse Engineer
Disciplined Thought
Meeting Rhythm
Maybe
Plan for the Day
11. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
“If you have any issues with happiness in your business,
then you must start with people. If you have revenue or
growth issues, then strategy is the thing to focus on. If
profit or time is a key issue, then you have execution
issues.”
– Verne Harnish
31. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
Build & manage systems
and facilities
for high volume
repetitive
tasks.
ID, attract and build
relationships with
customers.
Conceive of attractive
new products &
services and
commercialize
them.
Product
Innovation
Operational
Excellence
Customer
Intimacy
Three
Generic
Strategies
32. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
A focus on the core processes of invention,
product development, and market
exploitation.
Product Leadership
Innovation
Knowledge-
Management
Collaboration
• Providing products / services that
continually redefine the state of the art.
• Kill their babies.
• Key core competencies are innovation
and quality control.
• Strive to be the best.
• R&D & talent management.
33. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
• Total solution, not just a product or service.
• Focus on what the customer wants, not what
the market wants.
• Cultivate relationships, not one time
transactions.
• Specialize in satisfying unique needs.
• Customer needs trump operating systems and
processes.
• Go the extra mile.
Customer Intimacy
An obsession with core processes of solution
development, results management and
relationship management.
Relationship
Management
Knowledge
Management
34. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
• Low cost offer (blend of high convenience
and low price).
• Broad market focus.
• Not product / service innovator; instead
delivery innovators.
• Do not cultivate 1:1 customer relationships.
• Execute extraordinarily well.
Operational Excellence
Quality
Cost
Speed
Processes for end-to-end product supply and
basic service that are optimized and streamlined
to minimize cost and provide hassle-free service.
44. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
" ... [Steve Jobs] wanted there to be
mixing. He knew that the human
friction makes the sparks, and that
when you're talking about a creative
endeavor that requires people from
different cultures to come together,
you have to force them to mix; that our
natural tendency is to stay isolated, to
talk to people who are just like us, who
speak our private languages, who
understand our problems. But that's a
big mistake. And so his design was to
force people to come together even if
it was just going to be in the
bathroom.”
- Imagine, Jonah Lehrer
Product Leadership: Pixar
47. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
It’s about the total solution.
Methods for planning new business applications.
Training management.
Providing explanations of increasing costs.
Aided with diagnosis and resolution of problems.
Upgrading & maintaining systems.
Customer Intimacy: IBM
Providing the best overal result for client.
69. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
"A true BHAG is clear and compelling,
serves as unifying focal point of effort, and
acts as a clear catalyst for team spirit. It has
a clear finish line, so the organization can
know when it has achieved the goal; people
like to shoot for finish lines."
– Jim Collins
80. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
• Product design
• Technology
• Engineering expertise
• Agile Scrum
• Web & mobile architectures
• Digital strategy & facilitation
• ClickModel prototyping
• On-budget / on-time delivery
• The safe choice
• No surprises
• 68% failure no more
• In control
• Security
• Trust
• Dependability
• Confidence
• Transparent
• Accountable
• Clarity
• Indispensable
• Your unfair technology advantage.
• You deserve to discover your unfair advantage.
• You are capable of so much more than you think.
• Your vision is your legacy - bring it to life.
Functional benefits
& attributes.
Emotional benefits.
Values & beliefs.
81. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
“My project is
completed on
time and
budget.”
Meets
Expectations “There weren’t
any surprises in
the course of my
project.”
“I can experience
the solution
before I cut the
big check to
build it.”
“The process is
free from risk
and I completely
trust my
partner.”
“They understand
and care about my
business more
than I thought
possible.”
“The were
efficient,
accountable and
transparent.”
Meets
Desires
“I see new
possibilities for
my organization
as a result of our
work together.”
“Astonish is like
my unfair
advantage. What
can we work on
next?”
“What I thought I
needed was a web
app, but what I got
was more valuable:
a partner.”
“Yep, that’s
pretty much
what I
expected.”
Meets Unrecognized
Needs
87. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
RackSpace manages hosting solutions and when client’s
systems go down, it’s never a good thing. So it promises
to get hardware fixed in one hour or it’s free.
It also realizes that its customers hate to wait on hold so it
promises to answer the phone in 3 rings or less, and to
make sure that the customer can get their problem
fixed within one transfer.
107. astonishdesign.comtim@astonishdesign.com
@Astonish_Desig
n
- Remain a short-haul carrier, under two-hour segments.
- Utilize the 737 as our primary aircraft for ten to twelve years.
- Continued high aircraft utilization and quick turns, ten minutes in
most cases.
-The passenger is our #1 product. Do not carry air freight or mail,
only small packages which have high profitability and low handling
costs.
- Continued low fares and high frequency of service.
Stay out of food services.
- No interlining….costs in ticketing, tariffs and computers and our
unique airports do not lend themselves to interlining.
RetainTexas as our #1 priority and only go interstate if high-density
short-haul markets are available to us
etc.