Anna Shipman - Analysing, Deciding, Doing

Transcript

1. Anna Shipman Tech Director, Customer Products, Financial Times @annashipman Analysing, Deciding, Doing
2. @annashipman
3. @annashipman
4. @annashipman This is “Next”
5. Next was drifting @annashipman
6. Next cost £10mn and took 2 years to build @annashipman
7. No next Next @annashipman
8. @annashipman Anna Shipman Tech Director, Customer Products FT.com, iOS & Android apps, newsletters…
9. A strategy is: 1. Diagnosis 2. Vision 3. A plan @annashipman
10. @annashipman
11. A good strategy is a lever that magni fi es force @annashipman
12. This talk is about HOW @annashipman
13. 1. Analyse @annashipman
14. 1. Analyse 2. Decide @annashipman
15. 1. Analyse 2. Decide 3. Do @annashipman
16. 1. Analyse: Reach a diagnosis 2. Decide: Make a strategic choice 3. Do: Communicate and execute @annashipman
17. Say something here about not doing in on your own, who you might be working with @annashipman Building a strategy together
18. These are tools to help you think about and talk about what your strategy should be @annashipman
19. 1. Analyse @annashipman
20. “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the solution as critical” Richard Rumelt, Good Strategy Bad Strategy @annashipman
21. Not SWOT! @annashipman Strengths Weaknesses Opportunities Threats
22. a. External environment b. Internal factors c. Bringing it together @annashipman
23. Legal L Technologic T E P Political S Social Economic @annashipman Environmen E
24. S-curves @annashipman Time (effort) Sales (performance)
25. S-curves @annashipman Time (effort) Sales (performance) Maturity Decline Scaling Start-up
26. Five forces @annashipman Inter-firm rivalry Buyer power Supplier power Potential entrants Substitut es Complements Michael Porter
27. a. External environment b. Internal factors c. Bringing it together @annashipman
28. Capability = competence + capacity @annashipman
29. Distinctive capabilities Threshold capabilities @annashipman
30. I Rareness R V Value Inimitability N Non- @annashipman Jay Barney
31. @annashipman
32. Value chain analysis @annashipman Inbound logistics Operations Outbound logistics Marketing and sales F Servic MARGIN Supporting activities Value creating activities Firm infrastructure Human resource management Technology development Procurement MARGIN Michael Porter
33. @annashipman
34. a. External environment b. Internal factors c. Bringing it together @annashipman
35. Now SWOT! @annashipman Strengths Weaknesses Opportunities Threats
36. Now SWOT! @annashipman Strengths Data visualisation … Weaknesses Supplier power … Opportunitie s Turbulent news cycle … Threats Brexit - economic …
37. Now you have your diagnosis, what are the critical aspects? @annashipman
38. “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the solution as critical” Richard Rumelt, Good Strategy Bad Strategy @annashipman
39. Can you hear the baby cry? @annashipman
40. COMMUNICAT E! @annashipman
41. 1. Analyse 2. Decide @annashipman
42. a. Generate ideas b. Choose @annashipman
43. Three horizons @annashipman Time Value Purpose/Direction Horizon 1: Current business model Horizon 2: Business building Horizon 3: Visionary McKinsey & Co, developed by IBM
44. Ansoff Matrix @annashipman Market developmen Market penetration Diversificati Product developmen Current New Current New Market Product Igor Ansoff
45. Blue ocean strategies @annashipman W. Chan Kim and Renée Mauborgne
46. Strategy canvas @annashipman Budget C PU Pow er G raphics pow er Launch catalogue D ev ecosystem M edia support Storage U ser experience G am e accessibility Price Wii Xbox 360 Playstation 3 W. Chan Kim and Renée Mauborgne
47. Strategy canvas @annashipman Budget C PU Pow er G raphics pow er Launch catalogue D ev ecosystem M edia support Storage U ser experience G am e accessibility Price Wii Xbox 360 Playstation 3 W. Chan Kim and Renée Mauborgne
48. All these have generated some ideas @annashipman
49. a. Generate ideas b. Choose @annashipman
50. @annashipman A S Suitable Fe Feasible Acceptable
51. Weighting and scoring @annashipman
52. Weighting and scoring @annashipman Tech principles Increase out of hours rota
53. Weighting and scoring @annashipman Criteria Tech principles Increase out of hours rota Quick win Business impact Improve morale
54. Weighting and scoring @annashipman Criteria Tech principles Increase out of hours rota Quick win 5 Business impact 2 Improve morale 4 11
55. Weighting and scoring @annashipman Criteria Tech principles Increase out of hours rota Quick win 5 1 Business impact 2 6 Improve morale 4 7 11 14
56. Weighted @annashipman Criteria Tech principles Increase out of hours rota Quick win × 2 10 2 Business impact 2 6 Improve morale 4 7 16 15
57. Sophie Dennis’s smell tests The “yeah, right” test The “so what?” test @annashipman
58. COMMUNICAT E! @annashipman
59. 1. Analyse 2. Decide 3. Do @annashipman
60. A good strategy is a lever that magni fi es force @annashipman
61. Your role is to marshal the force to apply to the lever @annashipman
62. a. Overcommunicate b. Manage change c. Use it @annashipman
63. COMMUNICAT E! @annashipman
64. You need to inspire people to hear the challenge and know what to do @annashipman
65. Can you hear the baby cry? @annashipman
66. Communicate your strategy @annashipman
67. Communicate your strategy until you are sick of the sound of your own voice* @annashipman
68. Communication needs to be verbal, visual, and written @annashipman
69. @annashipman
70. Show progress @annashipman
71. a. Overcommunicate b. Manage change c. Use it @annashipman
72. People don’t dislike change, they dislike change being done TO them @annashipman
73. “What is it that you know, that if your people knew, they could come to the same conclusion?” Pat Zigarmi @annashipman
74. Early wins build trust @annashipman
75. a. Overcommunicate b. Manage change c. Use it @annashipman
76. Don’t just do your strategy once and then put it in a drawer @annashipman
77. You strategy should be used to make decisions @annashipman
78. No next Next @annashipman
79. Revisit your strategy regularly @annashipman
80. 1. Analyse: Reach a diagnosis 2. Decide: Make a strategic choice 3. Do: Communicate and execute @annashipman
81. In summary: • The models are to help you surface ideas • Can you hear the baby cry? • Do not put the strategy in a drawer • COMMUNICATE! @annashipman
82. COMMUNICAT E! @annashipman
83. Thanks! Anna Shipman Tech Director, Customer @annashipman