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The strategist: An ever-evolving profession
 

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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    The strategist: An ever-evolving profession The strategist: An ever-evolving profession Presentation Transcript

    • The strategist:An ever-evolvingprofessionISSAM HEDDADSTRATEGY DIRECTOR, TP1
    • Today,we’re talking about agility,complexityand emergence.Concepts that have changedhow I work.
    • Oh, strategy!It’s everywhere, in everydecision we make, for betterand for worse...
    • The problem with strategicdecisions:MAJORITYOF STRATEGICDECISIONSWORSE BETTER
    • WHAT IS STRATEGY?
    • EVERYTHING would be EASIER IF THEworld was STABLE & PREDICTABLE.But it isn’t.Especially where the Internet isinvolved.
    • Everything is fasterAND more complex onthe web.
    • Desynchronization:38% of advertisers have 3 ormore agencies managing theirinteractive account. 03/2013
    • New professionsGame developersBig data developersNarrative designersBehavioural economists...and other obscureprofessions.
    • SPEED‣ Testing‣ Prototyping‣ Evaluating hypotheses
    • There’s a difference between acomplicated problem and a complexproblem.
    • Complexity depends on the number ofcomponents in your system.The more components you have, the morecomplex the system.
    • The cynefin frameworkThis model uses systems theory to helpus identify different types of problemsand how to respond to each.
    • COMPLICATEDSIMPLE COMPLEXcause is known cause is identifiable cause is unknown✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICESThe cynefin framework
    • 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...
    • (any choice) requires one partanalysis and one part decision-making process.Making a choice
    • 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
    • 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
    • Some paths andrecommendations for makinggood strategic decisions in afast-paced and complexworld:
    • YOU MUST ACCEPT THATSTRATEGY IS AN ITERATIVEPROCESS AND THAT SOME OF ITCANNOT BE PLANNED.
    • This is a lean start-up concept.What is the minimum product......that can gather maximum insights?... from clients and consumers?Minimum viable product
    • THE MINIMUM VIABLE strategy✔ Strategy is iterative✔ Based on multidisciplinary teams✔ Enables adaptation to changesAND testing new ground
    • Emerging STRATEGY“Put your people first and enable themto make changes. Then sit back andwatch the magic happen.”— Ranae Heuer, Managing Director, Big Spaceship
    • SIMPLIFIED FORESTECOSYSTEM
    • Strat Design Account DevSTRATDESIGNADVSDEV
    • Team 1 Team 2 Team 3 Team 4TEAM 1TEAM 2TEAM 3TEAM 4
    • THIS CAN WORK IF THERE IS TRUECOLLABORATION BETWEENEVERYONE INVOLVED.
    • To summarize...Strategy is about making choices.Agile strategy is about making decisions ANDworking within a multidisciplinary teamevery day.
    • First steps1. Create MULTIDISCIPLINARY TEAMS2. Integrate strategic thinking IN EACH TEAM3. EMPOWER people - it works magic!4. Develop MINIMUM VIABLE strategies5. Invent NEW PROCEDURES
    • THANK YOU!ISSAM@TP1.CA@ISSAMHEDDAD@tp1