Anna Shipman - Analysing, Deciding, Doing

Transcript

1. Anna Shipman
   Tech Director, Customer Products, Financial Times
   @annashipman
   Analysing, Deciding,
   Doing
   

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2. @annashipman
   

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3. @annashipman
   

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4. @annashipman
   This is “Next”
   

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5. Next was drifting
   @annashipman
   

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6. Next cost £10mn and
   took 2 years to build
   @annashipman
   

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7. No next
   Next
   @annashipman
   

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8. @annashipman
   Anna Shipman
   Tech Director, Customer Products
   FT.com, iOS & Android apps,
   newsletters…
   

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9. A strategy is:
   1. Diagnosis
   2. Vision
   3. A plan
   @annashipman
   

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10. @annashipman
    

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11. A good strategy is a
    lever that magni
    fi
    es
    force
    @annashipman
    

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12. This talk is about HOW
    @annashipman
    

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13. 1. Analyse
    @annashipman
    

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14. 1. Analyse
    2. Decide
    @annashipman
    

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15. 1. Analyse
    2. Decide
    3. Do
    @annashipman
    

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16. 1. Analyse: Reach a diagnosis
    2. Decide: Make a strategic
    choice
    3. Do: Communicate and
    execute
    @annashipman
    

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17. Say something here
    about not doing in on
    your own, who you might
    be working with
    @annashipman
    Building a strategy
    together
    

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18. These are tools to help
    you think about and talk
    about what your
    strategy should be
    @annashipman
    

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19. 1. Analyse
    @annashipman
    

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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
    

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21. Not SWOT!
    @annashipman
    Strengths Weaknesses
    Opportunities Threats
    

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22. a. External environment
    b. Internal factors
    c. Bringing it together
    @annashipman
    

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23. Legal
    L
    Technologic
    T
    E
    P
    Political
    S
    Social
    Economic
    @annashipman
    Environmen
    E
    

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24. S-curves
    @annashipman Time (effort)
    Sales (performance)
    

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25. S-curves
    @annashipman Time (effort)
    Sales (performance)
    Maturity Decline
    Scaling
    Start-up
    

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26. Five forces
    @annashipman
    Inter-firm
    rivalry
    Buyer
    power
    Supplier
    power
    Potential
    entrants
    Substitut
    es
    Complements
    Michael Porter
    

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27. a. External environment
    b. Internal factors
    c. Bringing it together
    @annashipman
    

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28. Capability =
    competence + capacity
    @annashipman
    

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29. Distinctive capabilities
    Threshold capabilities
    @annashipman
    

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30. I
    Rareness
    R
    V
    Value
    Inimitability
    N
    Non-
    @annashipman
    Jay Barney
    

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31. @annashipman
    

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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
    

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33. @annashipman
    

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34. a. External environment
    b. Internal factors
    c. Bringing it together
    @annashipman
    

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35. Now SWOT!
    @annashipman
    Strengths Weaknesses
    Opportunities Threats
    

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36. Now SWOT!
    @annashipman
    Strengths
    Data
    visualisation
    …
    Weaknesses
    Supplier power
    …
    Opportunitie
    s
    Turbulent news
    cycle
    …
    Threats
    Brexit -
    economic
    …
    

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37. Now you have your
    diagnosis, what are the
    critical aspects?
    @annashipman
    

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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
    

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39. Can you hear
    the baby cry?
    @annashipman
    

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40. COMMUNICAT
    E!
    @annashipman
    

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41. 1. Analyse
    2. Decide
    @annashipman
    

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42. a. Generate ideas
    b. Choose
    @annashipman
    

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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
    

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44. Ansoff Matrix
    @annashipman
    Market
    developmen
    Market
    penetration
    Diversificati
    Product
    developmen
    Current New
    Current New
    Market
    Product
    Igor Ansoff
    

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45. Blue ocean strategies
    @annashipman
    W. Chan Kim and
    Renée Mauborgne
    

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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
    

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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
    

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48. All these have
    generated some ideas
    @annashipman
    

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49. a. Generate ideas
    b. Choose
    @annashipman
    

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50. @annashipman
    A
    S
    Suitable
    Fe
    Feasible
    Acceptable
    

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51. Weighting and scoring
    @annashipman
    

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52. Weighting and scoring
    @annashipman
    Tech principles Increase out of hours rota
    

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53. Weighting and scoring
    @annashipman
    Criteria Tech principles Increase out of hours rota
    Quick win
    Business impact
    Improve morale
    

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54. Weighting and scoring
    @annashipman
    Criteria Tech principles Increase out of hours rota
    Quick win 5
    Business impact 2
    Improve morale 4
    11
    

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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
    

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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
    

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57. Sophie Dennis’s smell
    tests
    The “yeah, right” test
    The “so what?” test
    @annashipman
    

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58. COMMUNICAT
    E!
    @annashipman
    

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59. 1. Analyse
    2. Decide
    3. Do
    @annashipman
    

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60. A good strategy is a
    lever that magni
    fi
    es
    force
    @annashipman
    

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61. Your role is to marshal
    the force to apply to the
    lever
    @annashipman
    

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62. a. Overcommunicate
    b. Manage change
    c. Use it
    @annashipman
    

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63. COMMUNICAT
    E!
    @annashipman
    

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64. You need to inspire
    people to hear the
    challenge and
    know what to do
    @annashipman
    

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65. Can you hear
    the baby cry?
    @annashipman
    

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66. Communicate your
    strategy
    @annashipman
    

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67. Communicate your
    strategy until you are
    sick of the sound of
    your own voice*
    @annashipman
    

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68. Communication needs
    to be verbal, visual, and
    written
    @annashipman
    

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69. @annashipman
    

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70. Show progress
    @annashipman
    

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71. a. Overcommunicate
    b. Manage change
    c. Use it
    @annashipman
    

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72. People don’t dislike
    change, they dislike
    change being done TO
    them
    @annashipman
    

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73. “What is it that you know, that if
    your people knew, they could
    come to the same
    conclusion?”
    Pat Zigarmi
    @annashipman
    

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74. Early wins build trust
    @annashipman
    

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75. a. Overcommunicate
    b. Manage change
    c. Use it
    @annashipman
    

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76. Don’t just do your
    strategy once and then
    put it in a drawer
    @annashipman
    

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77. You strategy should be
    used to make decisions
    @annashipman
    

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78. No next
    Next
    @annashipman
    

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79. Revisit your
    strategy regularly
    @annashipman
    

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80. 1. Analyse: Reach a diagnosis
    2. Decide: Make a strategic
    choice
    3. Do: Communicate and
    execute
    @annashipman
    

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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
    

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82. COMMUNICAT
    E!
    @annashipman
    

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83. Thanks!
    Anna Shipman
    Tech Director, Customer
    @annashipman
    

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