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⚓
HERTJE BRODERSEN ∙ @HYPERCATALECTA
IA KONFERENZ 18・BERLIN・8. JUNI 2018
STRATEGISCHER
PRAGMATISMUS
UX zwischen Idealismus und Monetarisierung
⚓
HERTJE BRODERSEN ∙ @HYPERCATALECTA
IA KONFERENZ 18・BERLIN・8. JUNI 2018
PRAGMATISCHE
STRATEGIEN
UX zwischen Idealismus und Monetarisierung
UND
63 %
VON IN DER STRATEGIE
ANTIZIPIERTEN
GESCHÄFTSERGEBNISSEN
MICHAEL MANKINS, RICHARD STEELE: “TURNING GREAT STRATEGY INTO GREAT PERFORMANCE” (HBR, 2005)
STRATEGY-TO-PERFORMANCE GAP
LEISTUNGS-

VERLUST
7,5 %
5,2 %
4,5 %
4,1 %
3,7 %
RESSOURCEN UNZUREICHEND ODER
NICHT VERFÜGBAR
STRATEGIE SCHLECHT KOMMUNIZIERT
AKTIONEN ZUR UMSETZUNG DER
STRATEGIE NICHT KLAR DEFINIERT
UNKLARE VERANTWORTLICHKEITEN
SILOS UND ORGANISATIONSKULTUR
BLOCKIEREN UMSETZUNG
37 %ZIEL-
ERREICHUNG
OH
DEAR
DUDEN
GENAUER PLAN DES
EIGENEN VORGEHENS,
DER DAZU DIENT (…)

EIN ZIEL ZU ERREICHEN
STRATEGIE
UND IN DEM MAN
DIEJENIGEN FAKTOREN,
DIE IN DIE EIGENE AKTION
HINEINSPIELEN KÖNNTEN,
VON VORNHEREIN
EINZUKALKULIEREN
VERSUCHT
“MARKETS ARE UNPREDICTABLE. 

THE ECONOMIC OUTLOOK IS UNCERTAIN.
IF OLD-STYLE STRATEGY FORMULATION 

IS NOT EXACTLY DEAD, THEN IT 

IS HARDLY IN THE BEST OF HEALTH.”
STEFAN STERN (2009)
“IN EXTREMELY DYNAMIC INDUSTRIES
ALIGNMENT BETWEEN A FIRM’S 

STRATEGIC INTENT AND STRATEGIC ACTION 

IS NOT LIKELY TO LAST. 

INEVITABLY, STRATEGIC ACTIONS WILL BEGIN
TO LEAD OR LAG STRATEGIC INTENT.”
ROBERT A. BURGELMAN, ANDREW S. GROVE (1996)
R.I.P.,
STRATEGY
WIKIPEDIA
DIE WAHRHEIT EINER
THEORIE BEMISST SICH AN
IHREM PRAKTISCHEN
ERFOLG
PRAGMATISMUS
WESHALB PRAGMATISCHES
HANDELN NICHT AN
UNVERÄNDERLICHE
PRINZIPIEN GEBUNDEN IST
“DER PRAGMATIKER ENTSCHEIDET 

FÄLLE NICHT NACH GRUNDSÄTZEN,
SONDERN GRUNDSÄTZLICH FALLWEISE.”
RON KRITZFELD AKA FRITZ KORNFELD
“MAN MUSS EINFACH SUPER
PRAGMATISCH SEIN.”
OLIVER SAMWER
FOR REALZ,
PRAGMATISM?
STRATEGIE VS. PRAGMATISMUS
PRAGMATISMUS
KONTEXTUELLES HANDELN
ERFAHRUNGSBASIERT
VARIABLE PRINZIPIEN
ZUKUNFTSORIENTIERTER PLAN
ANNAHMENBASIERT
UNVERÄNDERLICHE PRINZIPIEN
STRATEGIE
IDEALISMUS VS. MONETARISIERUNG
GEWINNSTEIGERUNG
CONVERSION
KOSTENREDUZIERUNG
MEHRWERTE SCHAFFEN
RÜCKGRAT
ETHISCHES HANDELN
IDEALISMUS MONETARISIERUNG
REAKTIVPROAKTIV
AGGRESSIVALTRUISTISCH
ANGRIFF +
VERTEIDIGUNG
MONETARISIERUNGIDEALISMUS
PRAGMATISMUS
STRATEGIE
MEHRWERT-
SCHAFFUNG
PROBLEM-

LÖSUNG
REAL-

POLITIK
PRODUKTENTWICKLUNG
YOU
ARE
HERE
ALLTAG VON UX DESIGNERN
NOW
WHAT?!
BASIEREND AUF HENRIK & MICHÈLE SCHMIEGELOW, “STRATEGISCHER PRAGMATISMUS” (1989 FF.)
JEDE PROBLEMLÖSUNG 

BEGINNT MIT DER EINSICHT

IN DIE FEHLBARKEIT
MENSCHLICHER ERKENNTNIS
UND DEM BEWUSSTSEIN, 

DASS ALLES WISSEN STETS NUR
VORLÄUFIG IST.
STRATEGISCHER PRAGMATISMUS
STRATEGISCHER PRAGMATISMUS
ERFORDERT BEREITSCHAFT ZUM
HANDELN ÜBER ABGRENZUNGEN
DOGMATISCHEN MEINUNGS-
STREITS HINWEG UND ZUR
KORREKTUR UND ANPASSUNG
DES EIGENEN HANDELNS,
SOBALD FEHLER ERKENNBAR
WERDEN.
BASIEREND AUF HENRIK & MICHÈLE SCHMIEGELOW, “STRATEGISCHER PRAGMATISMUS” (1989 FF.)
STRATEGISCHER PRAGMATISMUS
ZEITHORIZONT
SICHERHEITSGRAD DER PROGNOSE
2 JAHRE
HOCH
5 JAHRE
MITTEL
10 JAHRE
NIEDRIG
20 JAHRE
SEHR NIEDRIG
STRATEGISCHE ENTSCHEIDUNGEN MIT
VERSCHIEDENEN ZEITHORIZONTEN/
SICHERHEITSGRADEN DER PROGNOSE
KONTINUIERLICHE ANPASSUNG

ZUR GEWINNUNG VON
SICHERHEITSGRADEN DER PROGNOSE
CARSTEN LUND PEDERSEN & THOMAS RITTER, “GREAT CORPORATE STRATEGIES THRIVE ON THE RIGHT AMOUNT OF TENSION” (HBR, 2017)
WHEN STRATEGY EXECUTION
DIFFERS MODERATELY FROM

THE INITIAL PLAN, THE
ORGANIZATION IS IN THE
STRATEGIC SWEET SPOT.
STRATEGISCHER STRESS
THIS SCENARIO IS
CHARACTERIZED BY A
SUFFICIENT BALANCE BETWEEN
ALIGNMENT AND
NONCONFORMITY, WHICH IS
NEEDED TO ENSURE STRATEGIC
SUCCESS.
CARSTEN LUND PEDERSEN & THOMAS RITTER, “GREAT CORPORATE STRATEGIES THRIVE ON THE RIGHT AMOUNT OF TENSION” (HBR, 2017)
STRATEGISCHER STRESS
EINTÖNIGKEIT
“SWEET SPOT”
BURNOUT
UNTERNEHMENSLEISTUNG
STRATEGISCHES STRESSLEVEL
UX__
STRATEGY?
REAKTIVPROAKTIV
AGGRESSIVALTRUISTISCH
ANGRIFF +
VERTEIDIGUNG
MONETARISIERUNGIDEALISMUS
PRAGMATISMUS
STRATEGIE
MEHRWERT-
SCHAFFUNG
PROBLEM-

LÖSUNG
REAL-

POLITIK
PRODUKTENTWICKLUNG
YES!

UX ♥
STRAT
STRATEGISCHER

PRAGMATISMUS
“STRATEGY IS A PATTERN

IN A STREAM OF DECISIONS.”
HENRY MINTZBERG
DIE STRATEGIE IST TOT
DIE STRATEGIE IST TOT
LANG LEBE 

DIE STRATEGIE
Robert A. Burgelman, Andrew Grove: Strategic Dissonance
Robert S. Kaplan, David P. Norton: How to Implement a New Strategy Without Disrupting Your Organization
Carsten Lund Pedersen + Thomas Ritter: Great Corporate Strategies Thrive on the Right Amount of Tension
Michael Mankins, Richard Steele: Turning Great Strategy into Great Performance
Henry Mintzberg: Need a strategy? Let it grow like a weed in the garden
Henrik Schmiegelow: Asiens künftige Rolle als Ordnungsmacht
Henrik Schmiegelow, Dr. Michéle Schmiegelow: Arbeitsmethoden: Strategischer Pragmatismus
Stefan Stern: Living strategy and death of the five-year plan
Jonathan Trevor: Is Anyone In Your Company Paying Attention to Strategic Alignment?
LESETIPPS
⚓
VIELEN DANK
HERTJE BRODERSEN ∙ @HYPERCATALECTA
HYPERCATALECTA.COM 𐄁 LINKEDIN.COM/IN/HERTJEBRODERSEN
All from thenounproject.com:
“Scared" by Ben Davis
“Dead” by Ben Davis
“Not in the mood" by Ben Davis
“Confused" by Ben Davis
"Girl" by Ben Davis
“Strategy" by Chameleon Design
“Scribble” by Alice Noir
Marilyn Monroe https://giphy.com/gifs/laugh-embarassed-ufiB4rMy9GUUg
Doris Day https://giphy.com/gifs/doris-day-8bUeBQKn3Bug0
Audrey Hepburn https://giphy.com/gifs/animated-audrey-hepburn-vgaB3RrgT2XTy
Elizabeth Taylor https://giphy.com/gifs/3BjhLrasHEK94yc44H
GIFSICONS

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Strategischer Pragmatismus: UX zwischen Idealismus und Monetarisierung

  • 1. ⚓ HERTJE BRODERSEN ∙ @HYPERCATALECTA IA KONFERENZ 18・BERLIN・8. JUNI 2018 STRATEGISCHER PRAGMATISMUS UX zwischen Idealismus und Monetarisierung
  • 2. ⚓ HERTJE BRODERSEN ∙ @HYPERCATALECTA IA KONFERENZ 18・BERLIN・8. JUNI 2018 PRAGMATISCHE STRATEGIEN UX zwischen Idealismus und Monetarisierung UND
  • 3. 63 % VON IN DER STRATEGIE ANTIZIPIERTEN GESCHÄFTSERGEBNISSEN MICHAEL MANKINS, RICHARD STEELE: “TURNING GREAT STRATEGY INTO GREAT PERFORMANCE” (HBR, 2005) STRATEGY-TO-PERFORMANCE GAP LEISTUNGS-
 VERLUST 7,5 % 5,2 % 4,5 % 4,1 % 3,7 % RESSOURCEN UNZUREICHEND ODER NICHT VERFÜGBAR STRATEGIE SCHLECHT KOMMUNIZIERT AKTIONEN ZUR UMSETZUNG DER STRATEGIE NICHT KLAR DEFINIERT UNKLARE VERANTWORTLICHKEITEN SILOS UND ORGANISATIONSKULTUR BLOCKIEREN UMSETZUNG 37 %ZIEL- ERREICHUNG
  • 5. DUDEN GENAUER PLAN DES EIGENEN VORGEHENS, DER DAZU DIENT (…)
 EIN ZIEL ZU ERREICHEN STRATEGIE UND IN DEM MAN DIEJENIGEN FAKTOREN, DIE IN DIE EIGENE AKTION HINEINSPIELEN KÖNNTEN, VON VORNHEREIN EINZUKALKULIEREN VERSUCHT
  • 6.
  • 7. “MARKETS ARE UNPREDICTABLE. 
 THE ECONOMIC OUTLOOK IS UNCERTAIN. IF OLD-STYLE STRATEGY FORMULATION 
 IS NOT EXACTLY DEAD, THEN IT 
 IS HARDLY IN THE BEST OF HEALTH.” STEFAN STERN (2009)
  • 8. “IN EXTREMELY DYNAMIC INDUSTRIES ALIGNMENT BETWEEN A FIRM’S 
 STRATEGIC INTENT AND STRATEGIC ACTION 
 IS NOT LIKELY TO LAST. 
 INEVITABLY, STRATEGIC ACTIONS WILL BEGIN TO LEAD OR LAG STRATEGIC INTENT.” ROBERT A. BURGELMAN, ANDREW S. GROVE (1996)
  • 10. WIKIPEDIA DIE WAHRHEIT EINER THEORIE BEMISST SICH AN IHREM PRAKTISCHEN ERFOLG PRAGMATISMUS WESHALB PRAGMATISCHES HANDELN NICHT AN UNVERÄNDERLICHE PRINZIPIEN GEBUNDEN IST
  • 11.
  • 12. “DER PRAGMATIKER ENTSCHEIDET 
 FÄLLE NICHT NACH GRUNDSÄTZEN, SONDERN GRUNDSÄTZLICH FALLWEISE.” RON KRITZFELD AKA FRITZ KORNFELD
  • 13. “MAN MUSS EINFACH SUPER PRAGMATISCH SEIN.” OLIVER SAMWER
  • 15. STRATEGIE VS. PRAGMATISMUS PRAGMATISMUS KONTEXTUELLES HANDELN ERFAHRUNGSBASIERT VARIABLE PRINZIPIEN ZUKUNFTSORIENTIERTER PLAN ANNAHMENBASIERT UNVERÄNDERLICHE PRINZIPIEN STRATEGIE
  • 16. IDEALISMUS VS. MONETARISIERUNG GEWINNSTEIGERUNG CONVERSION KOSTENREDUZIERUNG MEHRWERTE SCHAFFEN RÜCKGRAT ETHISCHES HANDELN IDEALISMUS MONETARISIERUNG
  • 19. BASIEREND AUF HENRIK & MICHÈLE SCHMIEGELOW, “STRATEGISCHER PRAGMATISMUS” (1989 FF.) JEDE PROBLEMLÖSUNG 
 BEGINNT MIT DER EINSICHT
 IN DIE FEHLBARKEIT MENSCHLICHER ERKENNTNIS UND DEM BEWUSSTSEIN, 
 DASS ALLES WISSEN STETS NUR VORLÄUFIG IST. STRATEGISCHER PRAGMATISMUS STRATEGISCHER PRAGMATISMUS ERFORDERT BEREITSCHAFT ZUM HANDELN ÜBER ABGRENZUNGEN DOGMATISCHEN MEINUNGS- STREITS HINWEG UND ZUR KORREKTUR UND ANPASSUNG DES EIGENEN HANDELNS, SOBALD FEHLER ERKENNBAR WERDEN.
  • 20. BASIEREND AUF HENRIK & MICHÈLE SCHMIEGELOW, “STRATEGISCHER PRAGMATISMUS” (1989 FF.) STRATEGISCHER PRAGMATISMUS ZEITHORIZONT SICHERHEITSGRAD DER PROGNOSE 2 JAHRE HOCH 5 JAHRE MITTEL 10 JAHRE NIEDRIG 20 JAHRE SEHR NIEDRIG STRATEGISCHE ENTSCHEIDUNGEN MIT VERSCHIEDENEN ZEITHORIZONTEN/ SICHERHEITSGRADEN DER PROGNOSE KONTINUIERLICHE ANPASSUNG
 ZUR GEWINNUNG VON SICHERHEITSGRADEN DER PROGNOSE
  • 21. CARSTEN LUND PEDERSEN & THOMAS RITTER, “GREAT CORPORATE STRATEGIES THRIVE ON THE RIGHT AMOUNT OF TENSION” (HBR, 2017) WHEN STRATEGY EXECUTION DIFFERS MODERATELY FROM
 THE INITIAL PLAN, THE ORGANIZATION IS IN THE STRATEGIC SWEET SPOT. STRATEGISCHER STRESS THIS SCENARIO IS CHARACTERIZED BY A SUFFICIENT BALANCE BETWEEN ALIGNMENT AND NONCONFORMITY, WHICH IS NEEDED TO ENSURE STRATEGIC SUCCESS.
  • 22. CARSTEN LUND PEDERSEN & THOMAS RITTER, “GREAT CORPORATE STRATEGIES THRIVE ON THE RIGHT AMOUNT OF TENSION” (HBR, 2017) STRATEGISCHER STRESS EINTÖNIGKEIT “SWEET SPOT” BURNOUT UNTERNEHMENSLEISTUNG STRATEGISCHES STRESSLEVEL
  • 25. “STRATEGY IS A PATTERN
 IN A STREAM OF DECISIONS.” HENRY MINTZBERG
  • 27. DIE STRATEGIE IST TOT LANG LEBE 
 DIE STRATEGIE
  • 28. Robert A. Burgelman, Andrew Grove: Strategic Dissonance Robert S. Kaplan, David P. Norton: How to Implement a New Strategy Without Disrupting Your Organization Carsten Lund Pedersen + Thomas Ritter: Great Corporate Strategies Thrive on the Right Amount of Tension Michael Mankins, Richard Steele: Turning Great Strategy into Great Performance Henry Mintzberg: Need a strategy? Let it grow like a weed in the garden Henrik Schmiegelow: Asiens künftige Rolle als Ordnungsmacht Henrik Schmiegelow, Dr. Michéle Schmiegelow: Arbeitsmethoden: Strategischer Pragmatismus Stefan Stern: Living strategy and death of the five-year plan Jonathan Trevor: Is Anyone In Your Company Paying Attention to Strategic Alignment? LESETIPPS
  • 29. ⚓ VIELEN DANK HERTJE BRODERSEN ∙ @HYPERCATALECTA HYPERCATALECTA.COM 𐄁 LINKEDIN.COM/IN/HERTJEBRODERSEN All from thenounproject.com: “Scared" by Ben Davis “Dead” by Ben Davis “Not in the mood" by Ben Davis “Confused" by Ben Davis "Girl" by Ben Davis “Strategy" by Chameleon Design “Scribble” by Alice Noir Marilyn Monroe https://giphy.com/gifs/laugh-embarassed-ufiB4rMy9GUUg Doris Day https://giphy.com/gifs/doris-day-8bUeBQKn3Bug0 Audrey Hepburn https://giphy.com/gifs/animated-audrey-hepburn-vgaB3RrgT2XTy Elizabeth Taylor https://giphy.com/gifs/3BjhLrasHEK94yc44H GIFSICONS