Outthinker Institute for Management Studies

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This is the version of our one-day workshop we conduct for the Institute of Management Studies.

This is the version of our one-day workshop we conduct for the Institute of Management Studies.

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  • 1. The Power of Strategic Thinking to Drive Growth and Success
  • 2.  Kaihan Krippendorff All Rights Reserved.
  • 3.  Kaihan Krippendorff All Rights Reserved.
  • 4.  Kaihan Krippendorff All Rights Reserved.
  • 5.  Kaihan Krippendorff All Rights Reserved. Ray Kroc
  • 6.  Kaihan Krippendorff All Rights Reserved. Mohammad Yunus
  • 7.  Kaihan Krippendorff All Rights Reserved.
  • 8.  Kaihan Krippendorff All Rights Reserved. Tata
  • 9.  Kaihan Krippendorff All Rights Reserved. Thomas Edison
  • 10.  Kaihan Krippendorff All Rights Reserved. Betsy Johnson
  • 11.  Kaihan Krippendorff All Rights Reserved.
  • 12.  Kaihan Krippendorff All Rights Reserved.
  • 13.  Kaihan Krippendorff All Rights Reserved. Height(inches) 30 0 10 20 Average Business School Students Lawyers Architects & Engineers CEOs CEOs & Exec Admins ????
  • 14.  Kaihan Krippendorff All Rights Reserved.
  • 15.  Kaihan Krippendorff All Rights Reserved. Richard Branson Oprah Winfrey Elizabeth Arden Dhirubhai Ambani Bill Gates Charles Revson Henry Ford Sōichirō Honda
  • 16.  Kaihan Krippendorff All Rights Reserved. Martin Luther King, Jr. Mother Teresa Mahatma Gandhi Nelson Mandela Rosa Parks Mohammad Yunus Margaret Thatcher Benjamin Franklin
  • 17.  Kaihan Krippendorff All Rights Reserved. Elon Musk CEO, Tesla Motors Tom Adams CEO, Rosetta Stone Mark Zuckerberg CEO, Facebook Arianna Huffington CEO, Huffington Post Robert Keane CEO, Vistaprint Wayne Gattinella CEO, WebMD Sabrina Herrera Cofounder, Genomma Lab Marissa Mayer CEO, Yahoo Larry Page CEO, Google Mark Vadon Founder, Blue Nile Josh Linkner Founder, ePrize Ann Hand CEO, Project Frog Susan Lyne CEO, Gilt Groupe Cory Booker Mayor, Newark, NJ, USA Jeff Bezos Founder, Amazon.com
  • 18.  Kaihan Krippendorff All Rights Reserved. Today’s Purpose Step into a new mindset….the outthinker mindset Apply the core tools to design a breakthrough strategy Feel confident in your ability to apply what you have learned at work
  • 19.  Kaihan Krippendorff All Rights Reserved. Two Standard Approaches Follow proven rules or best practices Rules 1. Alkdjfklsdlkj 2. Asdlkfj bou 3. Alsk boiuoidf 4. Goibjhkal dgs 5. Glijgbuu gds 6. gljgoiud Lay out options, apply data, arrive at the optimal option Option narrowing X X X
  • 20.  Kaihan Krippendorff All Rights Reserved. Outthinker Methodology The Five HABITS of Innovative Leaders & Teams   
  • 21.  Kaihan Krippendorff All Rights Reserved. Outthinker Methodology Finding the BIG I.D.E.A    Today’s Focus
  • 22.  Kaihan Krippendorff All Rights Reserved. “Who the hell wants to hear actors talk?” Harry M. Warner, CEO of Warner Brothers Pictures, circa 1927 “Heavier than air flying machines are impossible.” Lord Kelvin President, Royal Society, circa 1895 “There is no likelihood man can ever tap the power of the atom.” Robert Millikan, Nobel Prize in Physics, 1923 “There is no reason for any individual to have a computer in their home.” Ken Olsen President , Digital Equipment Corporation,1977 “The phonograph … is not of any commercial value.” Thomas Alva Edison (Inventor of the Phonograph), circa 1880 Outthinkers are Outliers
  • 23.  Kaihan Krippendorff All Rights Reserved.
  • 24.  Kaihan Krippendorff All Rights Reserved. “First they ignore you, then they laugh at you, then they fight you, then you win.” Mohandas Gandhi
  • 25.  Kaihan Krippendorff All Rights Reserved. The option beyond the obvious choices; the option others do not see, will not consider, and will not respond effectively to. The 4th Option®
  • 26.  Kaihan Krippendorff All Rights Reserved. Go home Wait Climb the walls
  • 27.  Kaihan Krippendorff All Rights Reserved.
  • 28.  Kaihan Krippendorff All Rights Reserved.
  • 29.  Kaihan Krippendorff All Rights Reserved. URBN Revenue History $ Millions Source: Bloomberg & TIAA-CREF 350 425 550 830 1,090 1,230 1,510 1,840 1,940 2,270 2,470 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 30.  Kaihan Krippendorff All Rights Reserved. URBN Results 5 5 13 Industry ANF** URBN Growth 5Y Ave.* Revenue CAGR (%) 14 12 20 Profitability 5Y Ave.* EBITD Margin (%) * 5 years average as of October 2013 ** Abercrombie & Fitch, closest peer by market capitalization Source: Reuters
  • 31.  Kaihan Krippendorff All Rights Reserved. College students only Used clothing Artists not managers in charge Manager freedom Every store different …
  • 32.  Kaihan Krippendorff All Rights Reserved. URBN Score Position Process Physical experience People PlaceProduct PromotionPrice 0 = no difference 1 = different; competition will catch us in < 3 yrs. 2 = different; competition won’t catch us for 4+ yrs. LEGEND
  • 33.  Kaihan Krippendorff All Rights Reserved. Position Process Physical experience People PlaceProduct PromotionPrice The 8Ps 0 – no difference 1 – 4 year difference 2 – 5+ year difference
  • 34.  Kaihan Krippendorff All Rights Reserved. Company Outthinker Score (X) Pos. Proc. Phys. People PlaceProd. Promo.Price Tesla Motors (6) Dell (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Rosetta Stone (7) Pos. Proc. Phys. People PlaceProd. Promo.Price Southwest (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Vistaprint (10) Pos. Proc. Phys. People PlaceProd. Promo.Price Pos. Proc. Phys. People PlaceProd. Promo.Price Walmart (7) Genomma Lab (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Pos. Prod Phys. People PlaceProc Promo.Price Urban Outfitters(9)
  • 35.  Kaihan Krippendorff All Rights Reserved. I.D.E.A.S
  • 36.  Kaihan Krippendorff All Rights Reserved. You just received a $1,000. How would you allocate the money? “Use it to buy something nice for someone special.” “Invest it in a retirement fund.” “Plan a fun and extravagant occasion.” “Put it in a checking account.” “Me Now” “Me Later” 3x
  • 37.  Kaihan Krippendorff All Rights Reserved. The Problem: Envisioning ourselves in the future is so difficult that we often think that future self as an entirely different person.
  • 38.  Kaihan Krippendorff All Rights Reserved.
  • 39.  Kaihan Krippendorff All Rights Reserved. Objective: Give yourself permission to dream a different future. I | IMAGINE
  • 40.  Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE
  • 41.  Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE
  • 42.  Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE
  • 43.  Kaihan Krippendorff All Rights Reserved. Objective: Bring that future back to the present. I | IMAGINE
  • 44.  Kaihan Krippendorff All Rights Reserved. Objective: Attain strategic clarity. I | IMAGINE
  • 45.  Kaihan Krippendorff All Rights Reserved. What I found most valuable about the IMAGINE step was…
  • 46.  Kaihan Krippendorff All Rights Reserved. I.D.E.A.S
  • 47.  Kaihan Krippendorff All Rights Reserved. Position Process Physical experience People PlaceProduct PromotionPrice The 8Ps 0 – no difference 1 – 4 year difference 2 – 5+ year difference
  • 48.  Kaihan Krippendorff All Rights Reserved.
  • 49.  Kaihan Krippendorff All Rights Reserved.
  • 50.  Kaihan Krippendorff All Rights Reserved. Group A: How Can I Produce A Good Drawing? Group B: What Good Drawing Can I Produce?
  • 51.  Kaihan Krippendorff All Rights Reserved. Objective: Be a problem finder, not a problem solver. D | Dissect Exercise Pick the TWO “Ps” you usually solve this problem from.
  • 52.  Kaihan Krippendorff All Rights Reserved. Objective: Be a problem finder, not a problem solver. D | Dissect Exercise Pick two “P”s you are least likely to dissect your challenges from. Generate as many questions as you can to think about your challenge from these “P”s
  • 53.  Kaihan Krippendorff All Rights Reserved.
  • 54.  Kaihan Krippendorff All Rights Reserved. What I found most valuable about the DISSECT step was…
  • 55.  Kaihan Krippendorff All Rights Reserved. I.D.E.A.S
  • 56.  Kaihan Krippendorff All Rights Reserved. Alexandra Kosteniuk How Do Great Strategists See the “Winning Move?”
  • 57.  Kaihan Krippendorff All Rights Reserved. Source: Baddeley model of short term working memory Consciousness Phonetic loop Visuo-special sketchpad Episodic buffer
  • 58.  Kaihan Krippendorff All Rights Reserved. Relative number of games chess players recognize: Grand master Master Expert
  • 59.  Kaihan Krippendorff All Rights Reserved. Europe & North America – Fairy tales Japan – Koan India – Puranas China – 36 stratagems
  • 60.  Kaihan Krippendorff All Rights Reserved. Identifying Outthinkers Value creation (TRS) Revenue growth (CAGR) (EBITDA) Profit margin
  • 61.  Kaihan Krippendorff All Rights Reserved. Core Research
  • 62.  Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good
  • 63.  Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22
  • 64.  Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22 “I just think a future in which anyone can shoot stuff into space is more exciting than one which only the government can.” Elon Musk, founder, Space-X (2003 interview)
  • 65.  Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22
  • 66.  Kaihan Krippendorff All Rights Reserved.
  • 67.  Kaihan Krippendorff All Rights Reserved. Identify and move early to the next battleground. Where is the next battleground? - Technological trends? - Social shifts? - Geographies? - Buying patterns? - Needs? 22 Move Early to the Next Battleground
  • 68.  Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good
  • 69.  Kaihan Krippendorff All Rights Reserved.
  • 70.  Kaihan Krippendorff All Rights Reserved.
  • 71.  Kaihan Krippendorff All Rights Reserved.
  • 72.  Kaihan Krippendorff All Rights Reserved. Coordinate the Uncoordinated34
  • 73.  Kaihan Krippendorff All Rights Reserved.
  • 74.  Kaihan Krippendorff All Rights Reserved.
  • 75.  Kaihan Krippendorff All Rights Reserved. 76 Coordinate the Uncoordinated34
  • 76.  Kaihan Krippendorff All Rights Reserved. Combine and coordinate independent elements within your environment to orchestrate much greater power. Who would we like to coordinate? - Customers - Experts - Employees - Real estate - Regulators - Competitors - Driveways - … Coordinate the Uncoordinated34
  • 77.  Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good
  • 78.  Kaihan Krippendorff All Rights Reserved. Force a Two-Front Battle7
  • 79.  Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Cloud providers Cloud services Retail “There is no physical analog for what Amazon.com is becoming.” - Jeff Bezos
  • 80.  Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Shoes Shoes Customer service
  • 81.  Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Traditional CPA firms Projects Resources (Accnts)
  • 82.  Kaihan Krippendorff All Rights Reserved. Force a two-front battle7 Project your unique capability into a new area. What is your unique advantage/ capability? Into what new area could you project this?
  • 83.  Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good
  • 84.  Kaihan Krippendorff All Rights Reserved. Environment Employees Community Govern- ment / country Share- holders Customers Be Good33 Corporation
  • 85.  Kaihan Krippendorff All Rights Reserved. 33 86 Be Good
  • 86.  Kaihan Krippendorff All Rights Reserved. The Holstee Manifesto
  • 87.  Kaihan Krippendorff All Rights Reserved. Adopt a strategy that Benefits others. How can you profitably benefit key stakeholders that you are not now considering? Be good33
  • 88.  Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good
  • 89.  Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32
  • 90.  Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32 Julie Pickens
  • 91.  Kaihan Krippendorff All Rights Reserved. Ingvar Kamprad Create Something Out of Nothing32
  • 92.  Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32
  • 93.  Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32
  • 94.  Kaihan Krippendorff All Rights Reserved. Add a new piece the board. What would you like to create/ add to the game? - New categories? - New occasions or needs? - New customers? - New suppliers? - New distributors? - New regulations? Create something out of nothing32
  • 95.  Kaihan Krippendorff All Rights Reserved. Find More Stratagems at www.kaihan.net
  • 96.  Kaihan Krippendorff All Rights Reserved.
  • 97.  Kaihan Krippendorff All Rights Reserved. What I found most valuable about the EXPAND step was…
  • 98.  Kaihan Krippendorff All Rights Reserved. I.D.E.A.S
  • 99.  Kaihan Krippendorff All Rights Reserved. “Impossible is a word to be found only in the dictionary of fools.” Napoleon Bonaparte
  • 100.  Kaihan Krippendorff All Rights Reserved. Selecting your 4th Option High Low Crazy ideas Winning moves Wastes of time Tactics Impact • How far would this get me toward my goal? • How long before the competition responds? Difficult Easy • Can we do this quickly? • Is this inexpensive? • Do we have the capability?
  • 101.  Kaihan Krippendorff All Rights Reserved. Selecting your 4th Option High Low Crazy ideas Winning moves Wastes of time Tactics Impact • How far would this get me toward my goal? • How long before the competition responds? Difficult Easy • Can we do this quickly? • Is this inexpensive? • Do we have the capability?
  • 102.  Kaihan Krippendorff All Rights Reserved. Make the impossible possible Don’t build handsets Risk of no WiFi Customer Service too costly “Each of these looked like show stoppers” Motorola Early adopters No one provides service David Morken, CEO Bandwidth.com
  • 103.  Kaihan Krippendorff All Rights Reserved. “It's not that I'm so smart, it's just that I stay with problems longer.” - Albert Einstein
  • 104.  Kaihan Krippendorff All Rights Reserved. Select ONE idea that you want to move forward on for your challenge. Share it with the group.
  • 105.  Kaihan Krippendorff All Rights Reserved. What I found most valuable about the ANALYZE step was…
  • 106.  Kaihan Krippendorff All Rights Reserved. I.D.E.A.S
  • 107.  Kaihan Krippendorff All Rights Reserved. Selling your idea … think GAME Goal Audience Message Engagement What do I want my audience to do and/or believe? What do I know about my audience? • What are they asking themselves? • What are their concerns? • What is their point of view? What message (or message points) will have my audience do and/or believe? How can I best engage them in my message? • Presentation? • Phone? • One-on-one? • Time of day? • Occasion (e.g., lunch)? • Where? • Environment? • …
  • 108.  Kaihan Krippendorff All Rights Reserved. Personal Example
  • 109.  Kaihan Krippendorff All Rights Reserved. Mr. Practical Mr. Obvious Mr. Expert Mr. What Works Mr. Cog
  • 110.  Kaihan Krippendorff All Rights Reserved. Today’s Purpose Step into a new mindset….the outthinker mindset Apply the core tools to design a breakthrough strategy Feel confident in your ability to apply what you have learned at work
  • 111.  Kaihan Krippendorff All Rights Reserved.
  • 112.  Kaihan Krippendorff All Rights Reserved.
  • 113.  Kaihan Krippendorff All Rights Reserved.
  • 114.  Kaihan Krippendorff All Rights Reserved. Ray Kroc
  • 115.  Kaihan Krippendorff All Rights Reserved. Mohammad Yunus
  • 116.  Kaihan Krippendorff All Rights Reserved.
  • 117.  Kaihan Krippendorff All Rights Reserved. Ratan Tata
  • 118.  Kaihan Krippendorff All Rights Reserved. Thomas Edison
  • 119.  Kaihan Krippendorff All Rights Reserved. Betsy Johnson
  • 120.  Kaihan Krippendorff All Rights Reserved. kk@kaihan.net www.kaihan.net www.outthinker.com @kaihan • Register for newsletter, tools, videos • Work out your Fourth Option® • Email me to get presentation • Contact us at Outthinker for more support