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Strategic Mindset

Strategic Mindset. Objective. Internalizing a mindset geared to creating great marketing strategies. Strategic Effectiveness. A nalysis C reativity E xecution. Customer Obsession. Killer Instinct. +. +. In a dynamic, competitive context …. Strategic Alignment. Corporate

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Strategic Mindset

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  1. Strategic Mindset

  2. Objective Internalizing a mindset geared to creating great marketing strategies

  3. Strategic Effectiveness Analysis Creativity Execution Customer Obsession Killer Instinct + + In a dynamic, competitive context …

  4. Strategic Alignment • Corporate Vision & objectives Business selection Macro resource allocation • Businessunit (SBU) Corecompetencies / synergies Business system / value chain • Product / market Targets & offerings Deliverysystem Different levels of abstraction, synchronized

  5. Strategic Planning Ritualistic Reductionist Extrapolative Positioning Elitest Easy “Strategy as Revolution”Rule Makers, Takers, Breakers

  6. Strategic Planning Ritualistic Reductionist Extrapolative Positioning Elitest Easy Strategy Inquisitive Expansive Prescient Inventing Inclusive Demanding “Strategy as Revolution”Rule Makers, Takers, Breakers

  7. Strategic PlansMinimum Requirements • Externally focused On customers and enemies • Fact based (reality)Understate strengths, overstate challenges • Economically rationalInternal (profitable) & external (value) • Future orientedSkate to where the puck is going • Dynamic (not static)Proactive and reactive • Internally consistentHorizontally and vertically

  8. ‘Good’ Strategies Natural forces Analytically driven Proactive ‘Fair’ profits Cerebral

  9. ‘Good’ Strategies Natural forces Analytically driven Proactive ‘Fair’ profits Cerebral ‘Great’ Strategies Unnatural thoughts & acts Tenacious curiosity/creativity Aggressive / cutting edge ‘Unfair’ profits Cerebral and visceral !

  10. 3 Kinds of CompaniesFrom “Corp. Imagination & Expeditionary Marketing” • Simply ask customers what they want … and end up as perpetual followers • Push customers in directions that they fundamentally don’t want to go … and suffer the eventual consequences • Lead customers toward their latent desires … and ‘own’ the positioning

  11. 4 Stages of Strategic Thinking Reactionary Acknowledge & respond Preserve status quo … Fight to survive Remedial Understand & conform Avoid ‘dumb stuff’ … More & better of same Resourceful Identify & capitalizeMax ‘natural’ opportunities … ‘white spaces’ Revolutionary Create & exploit Change the rules ... Control the gameboard

  12. Keys to Imaginative ManagementFrom “Corporate Imagination & Expeditionary Marketing” • Look beyond served markets • Apply emerging technologies • Force quantum change in price/performance • Get out ahead of customers … especially the most demanding & sophisticated

  13. Strategic Mindset

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