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slideshare.net/sophiedennis @sophiedennis
Let’s talk about strategy…


slides: slideshare.net/sophiedennis
Sophie Dennis

...
From Org Design for Design
Orgs by Peter Merholz and
Kristin Skinner (O’Reilly, 2016).
Informed by Jesse James
Garrett’s c...
slideshare.net/sophiedennis @sophiedennis
On post-its write
1. one thing that bugs you about “strategy”
2. one thing you h...
slideshare.net/sophiedennis @sophiedennis
It’s all b******ks
slideshare.net/sophiedennis @sophiedennis
Why even bother?
slideshare.net/sophiedennis @sophiedennis
Culture eats strategy for breakfast
— (probably not) Peter Drucker
slideshare.net/sophiedennis @sophiedennis
Strategy is easy
slideshare.net/sophiedennis @sophiedennis
It’s implementation that’s the hard part
slideshare.net/sophiedennis @sophiedennis
The strategy is delivery
— Mike Bracken

Government Digital Service
slideshare.net/sophiedennis @sophiedennis
JFDI
slideshare.net/sophiedennis @sophiedennis
[shortest workshop ever]
slideshare.net/sophiedennis @sophiedennis
What is strategy?
slideshare.net/sophiedennis @sophiedennis
“There is surely nothing quite so
useless as doing with great efficiency
what sho...
slideshare.net/sophiedennis @sophiedennis
Strategy tells us
Where are we going?
What will be different when we get there?
...
slideshare.net/sophiedennis @sophiedennis
Good strategy helps make decisions
slideshare.net/sophiedennis @sophiedennis
Good strategy gives us purpose
slideshare.net/sophiedennis @sophiedennis
Good strategy enables us to delegate
control and decision making
slideshare.net/sophiedennis @sophiedennis
Good strategy makes us more agile
slideshare.net/sophiedennis @sophiedennis
Bad strategy
slideshare.net/sophiedennis @sophiedennis
Our strategy is collaborative growth.
We will lead a customer focused effort of ...
slideshare.net/sophiedennis @sophiedennis
Our strategy is collaborative growth.
We will lead a customer focused effort of ...
slideshare.net/sophiedennis @sophiedennis
The “yeah, right” test


The “so what?” test


The “yes! and…?” test
slideshare.net/sophiedennis @sophiedennis
The “yeah, right” test
slideshare.net/sophiedennis @sophiedennis
Cornwall is going to be the next
silicon valley
Insert your city
or region here
slideshare.net/sophiedennis @sophiedennis
The “so what?” test
slideshare.net/sophiedennis @sophiedennis
apps






 Not a strategy
slideshare.net/sophiedennis @sophiedennis
apps, digital transformation






 Not a strategy
slideshare.net/sophiedennis @sophiedennis
apps, digital transformation







Seriously
Not. A. Strategy
, wearables,
chat...
slideshare.net/sophiedennis @sophiedennis
The “yes! and…?” test
slideshare.net/sophiedennis @sophiedennis
The “yes! and…?” test
slideshare.net/sophiedennis @sophiedennis
The “yeah, right” test


The “so what?” test


The “yes! and…?” test
slideshare.net/sophiedennis @sophiedennis
So what makes a good strategy?
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
coherent
kə(ʊ)ˈhɪər(ə)nt/



adjective



1. (of an argument, theory, or policy)...
slideshare.net/sophiedennis @sophiedennis
Moon Shotshttps://commons.wikimedia.org/wiki/File:Aldrin_Apollo_11_original.jpg
slideshare.net/sophiedennis @sophiedennis
Exercise
Read through Kennedy’s moonshot speech
In your group discuss:
1. What i...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
“before this
decade is out
[to] land a man
on the moon
and return him
safely to ...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
“we have examined
where we are strong
and where we are
not, where we may
succeed...
slideshare.net/sophiedennis @sophiedennis
accelerate the development of the appropriate lunar space craft…
develop alterna...
slideshare.net/sophiedennis @sophiedennis
many years… heavy costs … a degree of dedication,
organization and discipline wh...
slideshare.net/sophiedennis @sophiedennis
there is no sense in agreeing or desiring that the United States
take an affirmat...
slideshare.net/sophiedennis @sophiedennis
coherent
kə(ʊ)ˈhɪər(ə)nt/



adjective



1. (of an argument, theory, or policy)...
slideshare.net/sophiedennis @sophiedennis
Focus and leverage
slideshare.net/sophiedennis @sophiedennis
start enduser journey
pain points
slideshare.net/sophiedennis @sophiedennis
start enduser journey
tactical solution
pain points
slideshare.net/sophiedennis @sophiedennis
start enduser journey
pain points
strategic solution
slideshare.net/sophiedennis @sophiedennis
“It’s just a website
We’re not going to
the moon”
Mikey Dickerson on fixing healt...
slideshare.net/sophiedennis @sophiedennis
Structured data capture
and storage
slideshare.net/sophiedennis @sophiedennis
Pattern Library & Style Guide
slideshare.net/sophiedennis @sophiedennis
1. Diagnose the problem

what is the true nature and extent of the problem? what...
slideshare.net/sophiedennis @sophiedennis
Strategy
User
needs
Organisation
values &
objectives
Constraints
slideshare.net/sophiedennis @sophiedennis
1. Denial - our thing is not broken
2. Anger - we hate you for telling us
3. Acc...
slideshare.net/sophiedennis @sophiedennis
“A good diagnosis simplifies the often
overwhelming complexity of reality by
iden...
slideshare.net/sophiedennis @sophiedennis
Fog
slideshare.net/sophiedennis @sophiedennis
Make a map
Do an audit
slideshare.net/sophiedennis @sophiedennis
gds.blog.gov.uk/2015/08/18/mapping-new-ideas-for-the-digital-justice-system-2
slideshare.net/sophiedennis @sophiedennis
Build the end-to-end big
picture
slideshare.net/sophiedennis @sophiedennis
Making the map 

is as valuable 

as having the map
slideshare.net/sophiedennis @sophiedennis
Trust the process
slideshare.net/sophiedennis @sophiedennis
1. problem statement
2. opportunity/objective
3. situation/constraints/context
4...
slideshare.net/sophiedennis @sophiedennis
Design Principles

cxpartners.co.uk/our-thinking/design-principles
slideshare.net/sophiedennis @sophiedennis
Short form creative brief

articles.uie.com/short_form_creative_brief
slideshare.net/sophiedennis @sophiedennis
Questions?
slideshare.net/sophiedennis @sophiedennis
Vision and goals
slideshare.net/sophiedennis @sophiedennis
Strategy is a coherent plan to
achieve a goal that will lead to
significant posit...
slideshare.net/sophiedennis @sophiedennis
Strategy tells us
Where are we going?
What will be different when we get there?
...
slideshare.net/sophiedennis @sophiedennis
Good strategy helps make decisions
slideshare.net/sophiedennis @sophiedennis
Good strategy gives us purpose
slideshare.net/sophiedennis @sophiedennis
Good strategy enables us to delegate
control and decision making
slideshare.net/sophiedennis @sophiedennis
Good strategy makes us more agile
slideshare.net/sophiedennis @sophiedennis
Does it get you closer
to the mountain?
slideshare.net/sophiedennis @sophiedennis
Does it get you closer
to the mountain?
slideshare.net/sophiedennis @sophiedennis
[I imagined] that where I wanted to be – an author, primarily of fiction,… suppor...
slideshare.net/sophiedennis @sophiedennis
Beware

Problem Definition Escalation
slideshare.net/sophiedennis @sophiedennis
The client asks you to design a business card 

You respond that the problem is ...
slideshare.net/sophiedennis @sophiedennis
The problem isn’t making
something look pretty, you fool,
it’s world hunger!
Mic...
slideshare.net/sophiedennis @sophiedennis
Why?

So more people get their flu jabs
Why?

So fewer people end up in hospital ...
slideshare.net/sophiedennis @sophiedennis
“the nature of these challenges are emblematic of
deeply entrenched flaws in our ...
slideshare.net/sophiedennis @sophiedennis
People still don’t have their flu jabs
slideshare.net/sophiedennis @sophiedennis
Why?

So more people get their flu jabs
Why?

So fewer people end up in hospital ...
slideshare.net/sophiedennis @sophiedennis
Pick your mountain
slideshare.net/sophiedennis @sophiedennis
What is Kennedy’s hierarchy of goals?
1. What is the mountain?

2. What is the n...
slideshare.net/sophiedennis @sophiedennis
Defeat the commies
change
slideshare.net/sophiedennis @sophiedennis
Defeat the commies
Win the space race
goal
change
slideshare.net/sophiedennis @sophiedennis
Defeat the commies
Win the space race
goal
change
change
slideshare.net/sophiedennis @sophiedennis
Defeat the commies
Win the space race
Land a man on the
moon and return him
safe...
slideshare.net/sophiedennis @sophiedennis
Defeat the commies
Win the space race
Land a man on the
moon and return him
safe...
slideshare.net/sophiedennis @sophiedennis
1. What is the hierarchy of vision and goals? it may help to
start at the bottom...
slideshare.net/sophiedennis @sophiedennis
Strategy tells us
Where are we going?
What will be different when we get there?
W...
slideshare.net/sophiedennis @sophiedennis
Strategy tells us
Where are we going?
What will be different when we get there?
...
slideshare.net/sophiedennis @sophiedennis
1. Diagnose the problem

what is the true nature and extent of the problem? what...
slideshare.net/sophiedennis @sophiedennis
1. problem statement
2. opportunity/objective
3. situation/constraints/context
4...
slideshare.net/sophiedennis @sophiedennis
Exercise
Brainstorm on page one of the strategy worksheet, or using
post-its:
1....
slideshare.net/sophiedennis @sophiedennis
“A good diagnosis simplifies the
often overwhelming complexity of
reality by iden...
slideshare.net/sophiedennis @sophiedennis
Problem statement
This should be made up of:
• the specific problem, or user need...
slideshare.net/sophiedennis @sophiedennis
Example of a problem statement for Strava, the running and cycling app
the speci...
slideshare.net/sophiedennis @sophiedennis
Exercise
Refine your definition of the problem by drafting a
problem statement usi...
slideshare.net/sophiedennis @sophiedennis
1. Diagnose the problem

what is the true nature and extent of the problem? what...
slideshare.net/sophiedennis @sophiedennis
Working with stakeholders
slideshare.net/sophiedennis @sophiedennis
1. Stakeholders know what’s
really going on
slideshare.net/sophiedennis @sophiedennis
2. Stakeholders can derail the whole
process
slideshare.net/sophiedennis @sophiedennis
1. People support what they
help to create
2. No big surprises
3. They don’t hav...
slideshare.net/sophiedennis @sophiedennis
1. People support what they
help to create
2. No big surprises
3. They don’t hav...
slideshare.net/sophiedennis @sophiedennis
1. People support what they
help to create
2. No big surprises
3. They don’t hav...
slideshare.net/sophiedennis @sophiedennis
“Nemawashi” 

lit: going around the roots
“In Japan, high-ranking people expect ...
slideshare.net/sophiedennis @sophiedennis
• Share early and often
• Share your rationale before you start on solutions
• M...
slideshare.net/sophiedennis @sophiedennis
1. People support what they
help to create
2. No big surprises
3. They don’t hav...
slideshare.net/sophiedennis @sophiedennis
Who are your stakeholders?
1. Senior decision-makers and executives
2. The peopl...
slideshare.net/sophiedennis @sophiedennis
Guerrilla Strategy

Working in a strategy vacuum
slideshare.net/sophiedennis @sophiedennis
Signs you lack a strategy
1. A lot of activity that fails to deliver significant ...
slideshare.net/sophiedennis @sophiedennis
“If our goal is to X, then I recommend we do A. But if our goal is
Y, then we sh...
slideshare.net/sophiedennis @sophiedennis
Does it get you closer
to the mountain?
slideshare.net/sophiedennis @sophiedennis
Further reading
Richard Rumelt, Good Strategy/Bad Strategy
Lots more examples an...
slideshare.net/sophiedennis @sophiedennis
Download the worksheets

http://bit.ly/2FqWHeK
slideshare.net/sophiedennis @sophiedennis
You’ve been talking about
strategy with…


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Let's Talk About Strategy (extended workshop): what it is, why it matters, and how to do it well - Sophie Dennis

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Veröffentlicht am

Peter Drucker once observed: “There is surely nothing quite so useless as doing with great efficiency what should not be done at all”.

Strategy is how you avoid this. A sound strategy tells you where you are going, and sets out a high-level, achievable plan to get there. And strategy combined with service design ensures the destination delivers maximum value to both users and the organisation. A clear strategy, underpinned by service design, is how you make sure anyone can decide what the most valuable things are to work on.

Yet bad strategy documents abound: massive tomes, years in the making (during which the organisation has continued to do what it perhaps should not have been doing at all), full of platitudes, unattainable visions, or uninspiring lists of mundane tactical objectives. Service blueprints gathering dust in drawers, or slowly fading on a forgotten wall. It makes it easy to pooh-pooh strategy, dismissing it with another Drucker aphorism, “culture eats strategy for breakfast” - or the mantras of “strategy is easy, tactics are hard” and “the strategy is delivery”.

In this extended workshop, strategy consultant Sophie Dennis uses real-world examples of successful discovery and strategy projects, to explore a simple framework for understanding what makes a ‘good’ or ‘bad’ strategy, and discuss how we can reclaim strategy, do it well, and get the support we need to translate it into action. Culture may still eat strategy for breakfast, and implementation may still be the really hard part, but with a good strategy behind you you’ll have a lot more chance of succeeding.

Veröffentlicht in: Leadership & Management
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Let's Talk About Strategy (extended workshop): what it is, why it matters, and how to do it well - Sophie Dennis

  1. 1. slideshare.net/sophiedennis @sophiedennis Let’s talk about strategy… 
 slides: slideshare.net/sophiedennis Sophie Dennis
 service design and product strategy
 @sophiedennis
  2. 2. From Org Design for Design Orgs by Peter Merholz and Kristin Skinner (O’Reilly, 2016). Informed by Jesse James Garrett’s classic The Elements of User Experience (New Riders, 2010) strategy, structure, and surface layers
  3. 3. slideshare.net/sophiedennis @sophiedennis On post-its write 1. one thing that bugs you about “strategy” 2. one thing you hope to get out of this session 3. one question you’d like answered Write each one on a separate post-it
 Share them with your neighbour
  4. 4. slideshare.net/sophiedennis @sophiedennis It’s all b******ks
  5. 5. slideshare.net/sophiedennis @sophiedennis Why even bother?
  6. 6. slideshare.net/sophiedennis @sophiedennis Culture eats strategy for breakfast — (probably not) Peter Drucker
  7. 7. slideshare.net/sophiedennis @sophiedennis Strategy is easy
  8. 8. slideshare.net/sophiedennis @sophiedennis It’s implementation that’s the hard part
  9. 9. slideshare.net/sophiedennis @sophiedennis The strategy is delivery — Mike Bracken
 Government Digital Service
  10. 10. slideshare.net/sophiedennis @sophiedennis JFDI
  11. 11. slideshare.net/sophiedennis @sophiedennis [shortest workshop ever]
  12. 12. slideshare.net/sophiedennis @sophiedennis What is strategy?
  13. 13. slideshare.net/sophiedennis @sophiedennis “There is surely nothing quite so useless as doing with great efficiency what should not be done at all” — Peter Drucker
  14. 14. slideshare.net/sophiedennis @sophiedennis Strategy tells us Where are we going? What will be different when we get there? Where are we now? How are we going to get from here to there? What might stop us and how will we overcome that?
  15. 15. slideshare.net/sophiedennis @sophiedennis Good strategy helps make decisions
  16. 16. slideshare.net/sophiedennis @sophiedennis Good strategy gives us purpose
  17. 17. slideshare.net/sophiedennis @sophiedennis Good strategy enables us to delegate control and decision making
  18. 18. slideshare.net/sophiedennis @sophiedennis Good strategy makes us more agile
  19. 19. slideshare.net/sophiedennis @sophiedennis Bad strategy
  20. 20. slideshare.net/sophiedennis @sophiedennis Our strategy is collaborative growth. We will lead a customer focused effort of the market through our use of digital business and internet of things ecosystem to build a cloud based revolution. By being both innovative and open, we will drive competitive advantage throughout the organisation. Synergies between our data leaders and agile culture will enable us to capture the upside by becoming networked in a big data world.  These transformations combined with disruptive insight from data due to our digital first platform will create a learning organisation through value and efficiency.
  21. 21. slideshare.net/sophiedennis @sophiedennis Our strategy is collaborative growth. We will lead a customer focused effort of the market through our use of digital business and internet of things ecosystem to build a cloud based revolution. By being both innovative and open, we will drive competitive advantage throughout the organisation. Synergies between our data leaders and agile culture will enable us to capture the upside by becoming networked in a big data world.  These transformations combined with disruptive insight from data due to our digital first platform will create a learning organisation through value and efficiency. Simon Wardley, A quick route to building a strategy
 Make your own at https://strategy-madlibs.herokuapp.com/
  22. 22. slideshare.net/sophiedennis @sophiedennis The “yeah, right” test 
 The “so what?” test 
 The “yes! and…?” test
  23. 23. slideshare.net/sophiedennis @sophiedennis The “yeah, right” test
  24. 24. slideshare.net/sophiedennis @sophiedennis Cornwall is going to be the next silicon valley Insert your city or region here
  25. 25. slideshare.net/sophiedennis @sophiedennis The “so what?” test
  26. 26. slideshare.net/sophiedennis @sophiedennis apps
 
 
 
 Not a strategy
  27. 27. slideshare.net/sophiedennis @sophiedennis apps, digital transformation
 
 
 
 Not a strategy
  28. 28. slideshare.net/sophiedennis @sophiedennis apps, digital transformation
 
 
 
 Seriously Not. A. Strategy , wearables, chatbots,, AI,, personalisation,, a new logo, a rebrand,, content marketing,, agile,, Agile, user experience,, lean UX,, service design, innovation… …
  29. 29. slideshare.net/sophiedennis @sophiedennis The “yes! and…?” test
  30. 30. slideshare.net/sophiedennis @sophiedennis The “yes! and…?” test
  31. 31. slideshare.net/sophiedennis @sophiedennis The “yeah, right” test 
 The “so what?” test 
 The “yes! and…?” test
  32. 32. slideshare.net/sophiedennis @sophiedennis So what makes a good strategy?
  33. 33. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change
  34. 34. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy is about changing something
  35. 35. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy should achieve a goal
  36. 36. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change Strategy should be coherent
  37. 37. slideshare.net/sophiedennis @sophiedennis coherent kə(ʊ)ˈhɪər(ə)nt/
 
 adjective
 
 1. (of an argument, theory, or policy) logical and consistent
 ‘they failed to develop a coherent economic strategy’ 2. Forming a unified whole
 ‘the arts could be systematized into one coherent body of knowledge’ 
 https://en.oxforddictionaries.com/definition/coherent
  38. 38. slideshare.net/sophiedennis @sophiedennis Moon Shotshttps://commons.wikimedia.org/wiki/File:Aldrin_Apollo_11_original.jpg
  39. 39. slideshare.net/sophiedennis @sophiedennis Exercise Read through Kennedy’s moonshot speech In your group discuss: 1. What is the concrete, tangible goal? 2. What is the significant positive change Kennedy hopes achieving it will bring? 3. What leads Kennedy to believe 
 the goal is achievable? 4. What are the most significant 
 barriers to success?
  40. 40. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change What was the concrete, tangible goal?
  41. 41. slideshare.net/sophiedennis @sophiedennis “before this decade is out [to] land a man on the moon and return him safely to earth”
  42. 42. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change What significant, positive change is it trying to bring about?
  43. 43. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change How does he show the goal is achievable?
  44. 44. slideshare.net/sophiedennis @sophiedennis “we have examined where we are strong and where we are not, where we may succeed and where we may not…we possess all the resources and talents necessary”
  45. 45. slideshare.net/sophiedennis @sophiedennis accelerate the development of the appropriate lunar space craft… develop alternate liquid and solid fuel boosters… additional funds for unmanned explorations… 531 million dollars in fiscal ’62… 
 7 to 9 billion dollars additional over the next five years
  46. 46. slideshare.net/sophiedennis @sophiedennis many years… heavy costs … a degree of dedication, organization and discipline which have not always characterized our efforts… we cannot afford inflated costs of material or talent, wasteful interagency rivalries, or high turnover of key personnel
  47. 47. slideshare.net/sophiedennis @sophiedennis there is no sense in agreeing or desiring that the United States take an affirmative position in outer space, unless we are prepared to do the work and bear the burdens to make it successful. If we are to go only half way, or reduce our sights in the face of difficulty, in my judgment it would be better not to go at all.
  48. 48. slideshare.net/sophiedennis @sophiedennis coherent kə(ʊ)ˈhɪər(ə)nt/
 
 adjective
 
 1. (of an argument, theory, or policy) logical and consistent
 ‘they failed to develop a coherent economic strategy’ 2. Forming a unified whole
 ‘the arts could be systematized into one coherent body of knowledge’ 
 https://en.oxforddictionaries.com/definition/coherent
  49. 49. slideshare.net/sophiedennis @sophiedennis Focus and leverage
  50. 50. slideshare.net/sophiedennis @sophiedennis start enduser journey pain points
  51. 51. slideshare.net/sophiedennis @sophiedennis start enduser journey tactical solution pain points
  52. 52. slideshare.net/sophiedennis @sophiedennis start enduser journey pain points strategic solution
  53. 53. slideshare.net/sophiedennis @sophiedennis “It’s just a website We’re not going to the moon” Mikey Dickerson on fixing healthcare.gov
 
 Photo by Matt Jukes @jukesie from the Office for National Statistics Alpha/Beta team digitalblog.ons.gov.uk/2015/03/24/ons-digital- sxsw/
  54. 54. slideshare.net/sophiedennis @sophiedennis Structured data capture and storage
  55. 55. slideshare.net/sophiedennis @sophiedennis Pattern Library & Style Guide
  56. 56. slideshare.net/sophiedennis @sophiedennis 1. Diagnose the problem
 what is the true nature and extent of the problem? what are we really trying to achieve? what’s really going on here? 2. Find the unifying idea
 what overall approach will enable us to cope with and overcome the obstacles identified in the diagnosis? what is the common thread in the problems we’ve found? where can we focus in order to apply leverage? 3. Craft a coherent plan of attack
 what is the co-ordinated set of actions or steps we should take that will work together to accomplish our goal?
  57. 57. slideshare.net/sophiedennis @sophiedennis Strategy User needs Organisation values & objectives Constraints
  58. 58. slideshare.net/sophiedennis @sophiedennis 1. Denial - our thing is not broken 2. Anger - we hate you for telling us 3. Acceptance - holy crap our thing is broken Dan Hon, ‘Stages of Transformation’, 11 April 2011 
 tinyletter.com/danhon/letters/s4e10-stages-of-transformation
  59. 59. slideshare.net/sophiedennis @sophiedennis “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.” Richard Rumelt
 Good Strategy/Bad Strategy
  60. 60. slideshare.net/sophiedennis @sophiedennis Fog
  61. 61. slideshare.net/sophiedennis @sophiedennis Make a map Do an audit
  62. 62. slideshare.net/sophiedennis @sophiedennis gds.blog.gov.uk/2015/08/18/mapping-new-ideas-for-the-digital-justice-system-2
  63. 63. slideshare.net/sophiedennis @sophiedennis Build the end-to-end big picture
  64. 64. slideshare.net/sophiedennis @sophiedennis Making the map 
 is as valuable 
 as having the map
  65. 65. slideshare.net/sophiedennis @sophiedennis Trust the process
  66. 66. slideshare.net/sophiedennis @sophiedennis 1. problem statement 2. opportunity/objective 3. situation/constraints/context 4. recommendation: Big Idea 5. recommendation: smaller ideas/ releasing early value/validation 6. principles, models Diagnosis Unifying idea Coherent plan of attack I wrote about this a bit more at 
 medium.com/@sophiedennis/weeknotes-s01e01-what-a-difference-a-day-makes-from-dwp-to-nhs-digital-d1fe54ff0cb0
  67. 67. slideshare.net/sophiedennis @sophiedennis Design Principles
 cxpartners.co.uk/our-thinking/design-principles
  68. 68. slideshare.net/sophiedennis @sophiedennis Short form creative brief
 articles.uie.com/short_form_creative_brief
  69. 69. slideshare.net/sophiedennis @sophiedennis Questions?
  70. 70. slideshare.net/sophiedennis @sophiedennis Vision and goals
  71. 71. slideshare.net/sophiedennis @sophiedennis Strategy is a coherent plan to achieve a goal that will lead to significant positive change
  72. 72. slideshare.net/sophiedennis @sophiedennis Strategy tells us Where are we going? What will be different when we get there? Where are we now? How are we going to get from here to there? What might stop us and how will we overcome that?
  73. 73. slideshare.net/sophiedennis @sophiedennis Good strategy helps make decisions
  74. 74. slideshare.net/sophiedennis @sophiedennis Good strategy gives us purpose
  75. 75. slideshare.net/sophiedennis @sophiedennis Good strategy enables us to delegate control and decision making
  76. 76. slideshare.net/sophiedennis @sophiedennis Good strategy makes us more agile
  77. 77. slideshare.net/sophiedennis @sophiedennis Does it get you closer to the mountain?
  78. 78. slideshare.net/sophiedennis @sophiedennis Does it get you closer to the mountain?
  79. 79. slideshare.net/sophiedennis @sophiedennis [I imagined] that where I wanted to be – an author, primarily of fiction,… supporting myself through my words – was a mountain. A distant mountain. My goal. And I knew that as long as I kept walking towards the mountain I would be all right. And when I truly was not sure what to do, I could stop, and think about whether it was taking me towards or away from the mountain. I said no to editorial jobs on magazines, proper jobs that would have paid proper money because I knew that, attractive though they were, for me they would have been walking away from the mountain. And if those job offers had come along earlier I might have taken them, because they still would have been closer to the mountain than I was at the time.” Neil Gaiman, commencement speech to University of the Arts, 2012
 www.uarts.edu/neil-gaiman-keynote-address-2012 Watch at vimeo.com/42372767
  80. 80. slideshare.net/sophiedennis @sophiedennis Beware
 Problem Definition Escalation
  81. 81. slideshare.net/sophiedennis @sophiedennis The client asks you to design a business card 
 You respond that the problem is really the client’s logo Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/ The client asks you to design a logo
 You say the problem is the 
 entire identity system The client asks you to design the identity
 You say that the problem is the 
 client’s business plan
  82. 82. slideshare.net/sophiedennis @sophiedennis The problem isn’t making something look pretty, you fool, it’s world hunger! Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/ One or two steps later, you can claim whole industries and vast historical forces as your purview
  83. 83. slideshare.net/sophiedennis @sophiedennis Why?
 So more people get their flu jabs Why?
 So fewer people end up in hospital with severe, life-threatening flu Why?
 To reduce pressure on the health service Why?
 ONLY WE CAN SAVE THE NHS! What are you doing? 
 Making it easier to book an appointment for a flu jab
  84. 84. slideshare.net/sophiedennis @sophiedennis “the nature of these challenges are emblematic of deeply entrenched flaws in our institutional structures, our underlying theories, definitions of success, and ultimately how we have constructed our civilization.” Christian Bason The frontiers of design for policy
  85. 85. slideshare.net/sophiedennis @sophiedennis People still don’t have their flu jabs
  86. 86. slideshare.net/sophiedennis @sophiedennis Why?
 So more people get their flu jabs Why?
 So fewer people end up in hospital with severe, life-threatening flu Why?
 To reduce pressure on the health service Why?
 ONLY WE CAN SAVE THE NHS! What are you doing? 
 Making it easier to book an appointment for a flu jab
  87. 87. slideshare.net/sophiedennis @sophiedennis Pick your mountain
  88. 88. slideshare.net/sophiedennis @sophiedennis What is Kennedy’s hierarchy of goals? 1. What is the mountain? 2. What is the nearer peak? 3. What are the interim goals?
  89. 89. slideshare.net/sophiedennis @sophiedennis Defeat the commies change
  90. 90. slideshare.net/sophiedennis @sophiedennis Defeat the commies Win the space race goal change
  91. 91. slideshare.net/sophiedennis @sophiedennis Defeat the commies Win the space race goal change change
  92. 92. slideshare.net/sophiedennis @sophiedennis Defeat the commies Win the space race Land a man on the moon and return him safely to earth goal change goal change
  93. 93. slideshare.net/sophiedennis @sophiedennis Defeat the commies Win the space race Land a man on the moon and return him safely to earth Design more 
 powerful rockets Get Congress to pony 
 up the cash Launch unmanned explorations Build a space ship change goal goal goal goal goal change change goal
  94. 94. slideshare.net/sophiedennis @sophiedennis 1. What is the hierarchy of vision and goals? it may help to start at the bottom with the most immediate task, then ask “why?” 2. What is the highest level goal you can directly contribute to or influence? this is where you are going 3. What is the level above that? 
 this is what will be different when you get there Defeat 
 the commies Win the 
 space race Land a man on the moon and return him safely to earth Design more 
 powerful rockets Get Congress to pony up the cash Launch unmanned explorations Build a space ship Pick your mountain
 Think about a project you are working on, or a situation you want to change:
  95. 95. slideshare.net/sophiedennis @sophiedennis Strategy tells us Where are we going? What will be different when we get there? Where are we now? How are we going to get from here to there? What might stop us and how will we overcome that?
  96. 96. slideshare.net/sophiedennis @sophiedennis Strategy tells us Where are we going? What will be different when we get there? Where are we now? How are we going to get from here to there? What might stop us and how will we overcome that?
  97. 97. slideshare.net/sophiedennis @sophiedennis 1. Diagnose the problem
 what is the true nature and extent of the problem? what are we really trying to achieve? what’s really going on here? 2. Find the unifying idea
 what overall approach will enable us to cope with and overcome the obstacles identified in the diagnosis? what is the common thread in the problems we’ve found? where can we focus in order to apply leverage? 3. Craft a coherent plan of attack
 what is the co-ordinated set of actions or steps we should take that will work together to accomplish our goal?
  98. 98. slideshare.net/sophiedennis @sophiedennis 1. problem statement 2. opportunity/objective 3. situation/constraints/context 4. recommendation: Big Idea 5. recommendation: smaller ideas/ releasing early value/validation 6. principles, models Diagnosis Unifying idea Coherent plan of attack I wrote about this a bit more at 
 medium.com/@sophiedennis/weeknotes-s01e01-what-a-difference-a-day-makes-from-dwp-to-nhs-digital-d1fe54ff0cb0
  99. 99. slideshare.net/sophiedennis @sophiedennis Exercise Brainstorm on page one of the strategy worksheet, or using post-its: 1. Problems (for users, for org, for you) 2. Objectives (for users, for org, for you) 3. Opportunities 4. Constraints 5. Wider context/situation
  100. 100. slideshare.net/sophiedennis @sophiedennis “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.” Richard Rumelt
 Good Strategy/Bad Strategy
  101. 101. slideshare.net/sophiedennis @sophiedennis Problem statement This should be made up of: • the specific problem, or user need, you want to address • the result of the problem • the situation which makes the problem a priority, or change of situation which makes the problem higher risk • the risk or opportunity that’s a result of the problem and situation Melanie Cannon, Lead Content Designer, DWP, How to write a problem statement
 medium.com/leading-service-design/how-to-write-a-problem-statement-50e2c87810fe
  102. 102. slideshare.net/sophiedennis @sophiedennis Example of a problem statement for Strava, the running and cycling app the specific problem, or user need, you want to address It can be difficult to stay motivated to do regular exercise. A lot of people start an exercise routine like running or cycling regularly, but don’t keep it up. In the UK, obesity is increasing and people are finding it more difficult to cope with mental health problems. We know that taking regular exercise improves our physical health as well as our mental health. There’s an opportunity to help people stay active and improve their performance. Connecting them with other people for support, encouragement and competition, and making it easy for them to analyse their workout, could help more people stay motivated. Melanie Cannon, Lead Content Designer, DWP, How to write a problem statement
 medium.com/leading-service-design/how-to-write-a-problem-statement-50e2c87810fe the risk or opportunity that’s a result of the problem and situation the situation which makes the problem a priority, or change of situation which makes the problem higher risk the result of the problem
  103. 103. slideshare.net/sophiedennis @sophiedennis Exercise Refine your definition of the problem by drafting a problem statement using Mel’s formula
  104. 104. slideshare.net/sophiedennis @sophiedennis 1. Diagnose the problem
 what is the true nature and extent of the problem? what are we really trying to achieve? what’s really going on here? 2. Find the unifying idea
 what overall approach will enable us to cope with and overcome the obstacles identified in the diagnosis? what is the common thread in the problems we’ve found? where can we focus in order to apply leverage? 3. Craft a coherent plan of attack
 what is the co-ordinated set of actions or steps we should take that will work together to accomplish our goal?
  105. 105. slideshare.net/sophiedennis @sophiedennis Working with stakeholders
  106. 106. slideshare.net/sophiedennis @sophiedennis 1. Stakeholders know what’s really going on
  107. 107. slideshare.net/sophiedennis @sophiedennis 2. Stakeholders can derail the whole process
  108. 108. slideshare.net/sophiedennis @sophiedennis 1. People support what they help to create 2. No big surprises 3. They don’t have to like it - but they do need to buy-it
  109. 109. slideshare.net/sophiedennis @sophiedennis 1. People support what they help to create 2. No big surprises 3. They don’t have to like it - but they do need to buy-it
  110. 110. slideshare.net/sophiedennis @sophiedennis 1. People support what they help to create 2. No big surprises 3. They don’t have to like it - but they do need to buy-it
  111. 111. slideshare.net/sophiedennis @sophiedennis “Nemawashi” 
 lit: going around the roots “In Japan, high-ranking people expect to be let in on new proposals prior to an official meeting. If they find out about something for the first time during the meeting, they will feel that they have been ignored, and they may reject it for that reason alone. Thus, it’s important to approach these people individually before the meeting. This provides an opportunity to introduce the proposal to them and gauge their reaction. This is also a good chance to hear their input. This process is referred to as nemawashi.” Defining Nemawashi, Rochelle Kopp, Japan Intercultural Consulting (2012)
 japanintercultural.com/en/news/default.aspx?newsid=234
  112. 112. slideshare.net/sophiedennis @sophiedennis • Share early and often • Share your rationale before you start on solutions • Make the map together - it focuses discussions • Open invitation sketching, co-design and ideation workshops • Brief the most influential people 1:1 • Make your pitch
  113. 113. slideshare.net/sophiedennis @sophiedennis 1. People support what they help to create 2. No big surprises 3. They don’t have to like it - but they do need to buy-it
  114. 114. slideshare.net/sophiedennis @sophiedennis Who are your stakeholders? 1. Senior decision-makers and executives 2. The people who’ll need to implement any changes 3. People whose work will be affected by any changes
  115. 115. slideshare.net/sophiedennis @sophiedennis Guerrilla Strategy
 Working in a strategy vacuum
  116. 116. slideshare.net/sophiedennis @sophiedennis Signs you lack a strategy 1. A lot of activity that fails to deliver significant benefits 2. Not knowing which option to pick or pursue 3. Repetitive debate and discussion about focus, priorities and direction - constantly going over the same ground 4. Difficulty choosing between equally valid but incompatible options
  117. 117. slideshare.net/sophiedennis @sophiedennis “If our goal is to X, then I recommend we do A. But if our goal is Y, then we should do B instead” “Is X or Y more important to our organisation?” “Is our goal to do A or B?”
  118. 118. slideshare.net/sophiedennis @sophiedennis Does it get you closer to the mountain?
  119. 119. slideshare.net/sophiedennis @sophiedennis Further reading Richard Rumelt, Good Strategy/Bad Strategy Lots more examples and advice on good vs bad strategy Jared Spool, Beyond the UX Tipping Point https://www.uie.com/brainsparks/2016/05/26/jared-spool-beyond-the- ux-tipping-point-live/ Becoming a user-centred organisation Sophie Dennis, The Art of Things Not Done, NUX5
 https://www.youtube.com/watch?v=jh-hvPtqN54 Product strategy with story-mapping and the Kano model Megan Casey, The Content Strategy Toolkit Advice, templates and methods for getting buy-in and working with stakeholders. Useful for any kind of design or UX project. Dan Brown, Documenting Design Discovery medium.com/eightshapes-llc/documenting-design-discovery- db14da1b0627#.24ud09pj0 More on structuring findings. He’s also written a book about it.
  120. 120. slideshare.net/sophiedennis @sophiedennis Download the worksheets
 http://bit.ly/2FqWHeK
  121. 121. slideshare.net/sophiedennis @sophiedennis You’ve been talking about strategy with… 
 slides: slideshare.net/sophiedennis Sophie Dennis
 service design and product strategy
 @sophiedennis

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