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The strategist: An ever-evolving profession

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In a world increasingly dominated by speed and complexity, strategy, as we know it, is struggling to keep up. So what is the new role of strategist and how strategy bring out a new practical way to …

In a world increasingly dominated by speed and complexity, strategy, as we know it, is struggling to keep up. So what is the new role of strategist and how strategy bring out a new practical way to solve the problems of today and tomorrow?

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  • 1. The strategist:An ever-evolvingprofessionISSAM HEDDADSTRATEGY DIRECTOR, TP1
  • 2. Today,we’re talking about agility,complexityand emergence.Concepts that have changedhow I work.
  • 3. Oh, strategy!It’s everywhere, in everydecision we make, for betterand for worse...
  • 4. The problem with strategicdecisions:MAJORITYOF STRATEGICDECISIONSWORSE BETTER
  • 5. WHAT IS STRATEGY?
  • 6. EVERYTHING would be EASIER IF THEworld was STABLE & PREDICTABLE.But it isn’t.Especially where the Internet isinvolved.
  • 7. Everything is fasterAND more complex onthe web.
  • 8. Desynchronization:38% of advertisers have 3 ormore agencies managing theirinteractive account. 03/2013
  • 9. New professionsGame developersBig data developersNarrative designersBehavioural economists...and other obscureprofessions.
  • 10. SPEED‣ Testing‣ Prototyping‣ Evaluating hypotheses
  • 11. There’s a difference between acomplicated problem and a complexproblem.
  • 12. Complexity depends on the number ofcomponents in your system.The more components you have, the morecomplex the system.
  • 13. The cynefin frameworkThis model uses systems theory to helpus identify different types of problemsand how to respond to each.
  • 14. COMPLICATEDSIMPLE COMPLEXcause is known cause is identifiable cause is unknown✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICESThe cynefin framework
  • 15. COMPLICATEDSIMPLE COMPLEXoptimize a web page redesign a website develop an ecosystemof interconnectedservices✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICESThe cynefin frameworkTwo other states exist: chaotic and disorganized. But you don’t want to go there...
  • 16. (any choice) requires one partanalysis and one part decision-making process.Making a choice
  • 17. Strategy always prioritized research andanalysis.But that’s because information was hard tofind back then. Today, INFORMATION isabundant. There’s probably TOO MUCH.Research and analysis
  • 18. A study by Mckinsey has shown thatprocess is 6X more important than analysis.✔ So why do we always focus on analysis when it’s the actualprocess that has all the value?ANALYSIS VS. PROCESS
  • 19. Some paths andrecommendations for makinggood strategic decisions in afast-paced and complexworld:
  • 20. YOU MUST ACCEPT THATSTRATEGY IS AN ITERATIVEPROCESS AND THAT SOME OF ITCANNOT BE PLANNED.
  • 21. This is a lean start-up concept.What is the minimum product......that can gather maximum insights?... from clients and consumers?Minimum viable product
  • 22. THE MINIMUM VIABLE strategy✔ Strategy is iterative✔ Based on multidisciplinary teams✔ Enables adaptation to changesAND testing new ground
  • 23. Emerging STRATEGY“Put your people first and enable themto make changes. Then sit back andwatch the magic happen.”— Ranae Heuer, Managing Director, Big Spaceship
  • 24. SIMPLIFIED FORESTECOSYSTEM
  • 25. Strat Design Account DevSTRATDESIGNADVSDEV
  • 26. Team 1 Team 2 Team 3 Team 4TEAM 1TEAM 2TEAM 3TEAM 4
  • 27. THIS CAN WORK IF THERE IS TRUECOLLABORATION BETWEENEVERYONE INVOLVED.
  • 28. To summarize...Strategy is about making choices.Agile strategy is about making decisions ANDworking within a multidisciplinary teamevery day.
  • 29. First steps1. Create MULTIDISCIPLINARY TEAMS2. Integrate strategic thinking IN EACH TEAM3. EMPOWER people - it works magic!4. Develop MINIMUM VIABLE strategies5. Invent NEW PROCEDURES
  • 30. THANK YOU!ISSAM@TP1.CA@ISSAMHEDDAD@tp1