Strategy: Overcoming the Legacy of a Loaded Word

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+ Tyesha Snow 3 weeks ago
You can watch the video of the presentation at Show n’ Tell in Portland, Oregon here: http://vimeo.com/7423251

Notes on slide 1

Strategy: Overcoming the Legacy of a Loaded Word

I got my name on the board quite a bit growing up. It wasn’t because I was mean to other kids or wouldn’t do my work, it was because I couldn’t stand injustice. I couldn’t stand being made to participate in pointless activities or in systems that didn’t seem fair.I didn’t like to see others be pushed around and prevented from being themselves and I didn’t like to be pushed around either.

I still feel the same way, although now I’m part of the system that creates the stuff we all have to deal with. I work with companies to define how they are going to communicate in this world. These communication plans become behaviors and these behaviors effect you and me. We all know these behaviors (practices) aren’t always good. They can be pushy, uncomfortable and unjust.So I’ve been thinking What are the underlying reasons of yucky business practices and is there is anything I can do to make a change.

One place I’ve identified is the process of developing strategies. Every business has one, wants one, is working on one. But what is it and is it good for us? What do you think of when you hear the word Strategy?

These are the words that come to mind for me.

Thehistory and baggage of this word seeps into how we approach, design and execute our business and creative strategies. and we all seem to be really comfortable with this and don’t really question it.In order to change it we need to look at it.So what is a Strategy trying to accomplish?Fivethings.

Spread Ideas

Change perspective

Influence decisions

Drive to Action

Make the Sell

These are all common an valid approaches to business, but how can we acknowledge the legacy of the wordand design strategies in with a different approach, inway that contributes to good.We have opportunities everyday to loose the legacy and redefine how we and the businesses we work with will behave in this worldHere’s what I’m thinking.

Instead ofThe more excited people are about something the more they will want to learn more and tell others.

We believe who we trust

No one likes to be tricked or treated like they are stupid.We make decisions based on how we feel. Honesty and information goes a long way to making us feel comfortable and happy.

Make it easy, fun, pleasant and relevant to our livesand we’ll want to do it.

If you meet or exceed expectations people will buy.With slightly tweaked approaches, the strategy will still be strong and focused but the end product will potentially be more kind, useful, supportive and less yucky.

This is just a the tip of the iceberg in terms of what I’m thinking about and how I’m trying to change the world with my practice. It’s about not just blindly accepting the the ways of business but asking ourselves with each project if there is a way to shift our approach for a better outcome.

If you would like to hear more or join in a conversation with me. You can find me here.

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Strategy: Overcoming the Legacy of a Loaded Word - Presentation Transcript

you
society
Me & Businesses
Sitting in a tree
your family
the world
strategy
losers
war
outwitting
trickery
planning our fate
enemy
manipulation
one-sided “communication”
disadvantaged
winners
whatever it takes
tactics
outsmarting
corporate greed
profit over people
solid plan
aggression
anything to win
men in hotel conference rooms
1 : the science and art of employing the political, economic, psychological, and military forces of a nation or group of nations to afford the maximum support to adopted policies in peace or war.
2: the science and art of military command exercised to meet the enemy in combat under advantageous conditions
3: a careful plan or method : a clever stratagem
spread ideas
{optimize propaganda}
change perspective
{apply pressure}
Influence decisions
{mislead and brainwash}
drive to action
{wear them down}
make the sell
{they give up and give in}
spread ideas
surprise and delight
spread ideas
surprise and delight
change perspectives
instill trust
spread ideas
surprise and delight
change perspectives
instill trust
influence decisions
provide information.
Be transparent
spread ideas
surprise and delight
change perspectives
instill trust
influence decisions
provide information. Be transparent
drive to action
make it easy, enjoyable and relevant
spread ideas
surprise and delight
change perspectives
instill trust
influence decisions
provide information. Be transparent
drive to action
make it easy, enjoyable and relevant
make the sell
follow through with promises
Thank you.
If you’d like to hear more or talk about similar, you can find me here.
tyeshasnow.com
@tyeshasnow
Portland Oregon | 2009