Execution eats strategy for breakfast

EXECUTIONEATSSTRATEGYFORBREAKFASTHOW TO GROW YOUR BRAND BY DELIVERING WHEN IT COUNTS @peterjthomson 2011, London Peter Thomson

LAST MILEThe last mile is the ﬁnal step inyour supply chain. When therubber hits the road. Peter Thomson

LAST MILEExample: Even if the entire grid isintact, the loss of the last mile thatleads to your house will take outthe power. Peter Thomson

CHANNELS TO MARKETIf you canʼt get your product tomarket then no-one can buy it.Your channels to market are soimportant that sometimes youneed to take matters into your ownhands. Peter Thomson

CHANNELS TO MARKETExample: Vibram were simply arubber sole maker until the shoecompanies refused to use their newtoe-shaped soles. They took the riskto create the product themselves.Now Fiveﬁngers is a globalconsumer brand. Peter Thomson

DECISION POINTYou need to win at the point wherethe decision is made. Everythingelse leads up to or follows on fromthis moment. Peter Thomson

DECISION POINTExample: Having come hundredsof miles to the store, yourbreakfast cereal simply needs tobe picked from the shelf.Everything is geared to thatmoment. Peter Thomson

MOMENT OF TRUTHEvery product has a moment ofpurchase and a moment ofconsumption. You need to win bothof these. Peter Thomson

MOMENT OF TRUTHExample: Apple streamline thein-store point of sale by making itmobile and instant. Thiscomplements the product to createa total experience. Peter Thomson

VALUE CHAINYou are part of an end-to-end chainof events. Each incremental stepadds value to the ﬁnal momentof use. Peter Thomson

VALUE CHAINExample: From the boat maker andcrab ﬁsherman, to Chef HestonBlumenthal and retailer Waitrose.Each step adds value to a brandedready-to-eat risotto. Peter Thomson

LONG CHAINYou need to take responsibility forhow every step adds value to theﬁnal moment of use. Peter Thomson

LONG CHAINExample: When you purchase acan of coke a computer systemsends a cascade of re-stockingorders that result in mining morebauxite for a replacement can. Peter Thomson

USER CENTREDWhatever product you make,eventually someone will use it.That user is a human being withwants, needs and fears. Peter Thomson

USER CENTREDExample: Multi-million dollarindustrial equipment can berendered almost useless by a hardto use interface. Peter Thomson

WIDGETSWhatever product you think yousell, you are really selling theexperience of using your product. Peter Thomson

WIDGETSExample: Fred Perry donʼt sellt-shirts. They sell sunny sundayafternoons playing tennis in thepark with your friends. Peter Thomson

AUDIENCEEvery product has an archetypalconsumer. The embodiment ofyour audience. Know theirgeography, identity andaspirations. Peter Thomson

AUDIENCEExample: BMW sell freedom to a 38year old accountant from suburbanEssex who wishes he was anightclub promoter or asecret agent. Peter Thomson

REAL STORIESPeople are more inﬂuenced byeditorial reviews, peer testimonialsand celebrity endorsements thanany other brand factors. Peter Thomson

REAL STORIESExample: Red Bull uses sponsoredathletes to create ambassadorsthat convey the Red Bull attitudebetter than any advertisement Peter Thomson

EXECUTEEven with the best of strategicintentions, you will ultimately bejudged by what you can executeand what you deliver for them. Peter Thomson

DELIVERʻExecution eats strategyfor breakfast.ʼ - Peter Thomson Peter Thomson

NEXT STEPS1. Deliver on the last mile2. Manage your channels to market3. Win the decision at point of sale4. Smooth out the purchasing experience5. Find out about the rest of your value chain6. Manage the value that each step adds7. Obsess over the end user8. Sell the experience not the widget9. Know your audience10.Tell real stories Peter Thomson

NOTESAll images are copyright by their original owners. Use in this presentation does not assert any copyright over theimages. If you wish to use any images for commercial purposes you should seek permission from the original ownerslisted below.Cover: www.flickr.com/photos/tavoppPower lines: www.flickr.com/photos/noonebutmeVibram Fivefingers: www.vibramfivefingers.comSupermarket Aisle: www.flickr.com/photos/tommsApple store payments: www.tigerlim.comHeston Blumenthal: www.waitrose.comAluminium can: www.jobwerx.comMachinery keyboard: www.ceratek.co.ukFred Perry: www.fredperry.comBMW australia: www.ausmotive.comRed Bull: www.infinitipress.euCredits: www.flickr.com/photos/professorcooperBack cover: www.flickr.com/photos/peterandersonThe contents of this presentation itself are copyright 2011 with a creative commons attribution & share-alike license.I’m granting you the rights to use the material in a wide range of ways because I believe in spreading the cause. Peter Thomson

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Execution eats strategy for breakfast

by Peter Thomson on May 06, 2011

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Execution eats strategy for breakfast — Presentation Transcript