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Design Doing is Strategy on Demand

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Strategy is simple. In its essence, it is about putting together a plan and acting it out. The faster you can act out the plan the quicker you will know if your strategy is working. Unfortunately, some companies tend to plan, and re-plan more than they execute and seem to have forgotten how to act on what is needed and not on what is planned. Oftentimes, the reason is they want to be sure that the plan works before they allocate resources to act it out. The rapid changes we see in today's business environment has an immense potential for organizations who adapt to this new reality. But adapting is not easy. We need to begin thinking about strategy as an ever-changing dynamic hypothesis that needs constant validation through instant market feedback. In this Morgenbooster we want to show you why and how you can start working with strategy in a profoundly new way inspired by the Scandinavian way of form-giving, business thinking and the ancient Egyptians. We call it Design Doing.

Published in: Leadership & Management
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Design Doing is Strategy on Demand

  1. 1. Strategy on demand
  2. 2. Rapidly changing 00:00:10/00:00:09/00:00:08/ ?
  3. 3. Strategizing in an ivory tower is over 😊 😎
  4. 4. The gap is bigger than ever
  5. 5. How might we close the gap
  6. 6. …by creating hypotheses! and become experts in turning assumptions about the future into something we can act on…
  7. 7. Happens simultaneously and on demand Hypothesis Hypothesis Hypothesis Hypothesis Hypothesis
  8. 8. Act on what is Not just on what is
  9. 9. Deductive / Inductive / adductive
  10. 10. Deductive / Inductive / adductive
  11. 11. Deductive / Inductive / adductive
  12. 12. Deductive / Inductive / adductive
  13. 13. Deductive: From a general rule to a specific conclusion (is always true) Inductive: From a specific observations to a general conclusion (may be true) Abductive: From incomplete observations to best prediction (may be true)
  14. 14. Design Doing
  15. 15. “Design is something that you do at the end of an engineering proces to make things look good!”
  16. 16. McKinsey
  17. 17. 1 3 2 “Companies view design narrowly, focusing on aesthetics and form: the color, material, and finish of products.” ”Companies broaden their design emphasis to encompass end-to-end user experiences.” ”Companies realize that design infuses everything they do; it transforms the entire company.”
  18. 18. Everything around us is designed More or less Products Services Processes Organizations Strategies
  19. 19. “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones”
  20. 20. Empathize Hypothesize Experiment Validate Build Iterate Design Doing is
  21. 21. INNOVATION LABSDESIGN CAPABILITIES
  22. 22. Design is a Innovation is just a possible
  23. 23. Hypotheses
  24. 24. ”All science, all business insight, everything of value in life, originates not with data, but with a brilliant hypothesis”
  25. 25. Nike story
  26. 26. … … … … And measure… To verify that, we will.. We believe that Hypothesis card … We are right if…
  27. 27. the speed of runnners. prototype different soles and shoes. reinventing the shoes of athletes especially how the soles touch the ground will improve the performance of athletes Improving the performance of athletes And measure… To verify that, we will.. We believe that Hypothesis card an athlete breaks a world record wearing our shoes. We are right if…
  28. 28. Strategy on demand
  29. 29. • Diagnosis • Guiding Policy • Coherent set of actions
  30. 30. Happens simultaneously and on demand Hypothesis Hypothesis Hypothesis Hypothesis Hypothesis
  31. 31. Translate any strategy into a set of hypotheses that are actionable, driven by user needs and constantly measured through instant feedback.
  32. 32. Focus area
  33. 33. Focus area
  34. 34. Focus area
  35. 35. Focus area Hypothesis 1 Hypothesis 3 Hypothesis 2
  36. 36. Focus area Hypothesis 1 Hypothesis 3 Hypothesis 2 Remedy lane
  37. 37. Dynamic Roadmap Focus area … … … … … … … … … … … … … … … … … … … …
  38. 38. Insights → Concept → LaunchHypothesis → MVP → Stage card
  39. 39. Concept Insights Launched MVP Hypothesis MVP Launched
  40. 40. Output -> Outcome -> Impact
  41. 41. Outcomes > Output
  42. 42. Outcome?
  43. 43. a change in behaviour that impacts business results
  44. 44. + Constantly measure outcomes
  45. 45. The kernel of any good strategy. Diagnosis Guiding Policy Coherent set of actions + Evidence and outcome
  46. 46. Customer perception Behavioural patterns Internal processes
  47. 47. Imagine tracking outcomes for Mobilepay HYPOTHESIS Customer perception Behavioural patterns Internal processes DESIRED OUTCOMES App is useful and easy to use Measure: App store ratings between 4-5 stars More people pay back money to their friends and family Measure: Increase of transactions below DKK 250 Less cash withdrawals and deposits Measure: Reduction of cash handling time
  48. 48. Design doing
  49. 49. Billede af nils og frederik (frederik har) Design doing is
  50. 50. • 1 hour to build the visual brand • 1 day to build the webshop including product pictures • Bootstrap everything
  51. 51. 1. Customers’ perception 2. Customers’ behaviour 3. Our internal processes
  52. 52. Marketing Sales Packaging Distribution Customer support We can use Instagram to inspire people We can use Instagram to test new products before we launch We can use instagram to gain knowledge about our audience People want to buy eternal bouquets online If we sell giftcard we will sell more flowers 3 We can peak the experience by putting a small chocolate in the box We can reduce amount of complaint with better packaging We can successfully send flowers via mail Poeple will still buy if for pakkeshops only We can always end a customer interaction in a positive way We can use customer support as a feedback loop for our product development If we’re on several platforms the customer always know how to get in contact Growth and scale We can create an attractive product for retail We can use our data to direct growth We can scale this business model into distribution centers Dynamic Roadmap We can sell more flowers if our packaging is pink We can use customer feedback to better our business If we make a pipck and collect option people will use it People will pay extra for same day delivery We can increase basket size if we show how you can combine bouquets We can get more sales if people feel social proof Wider bouquets are more attractive This is an attractive product for gasstations This is an attractive gift for big corporations We can increase awareness by joining other social and discovery networks such as pinterest
  53. 53. Sales Sell eternal bouquets online
  54. 54. the speed of runnners. prototype different soles and shoes. reinventing the shoes of athletes especially how the soles touch the ground will improve the performance of athletes Improving the performance of athletes And measure… To verify that, we will.. We believe that Hypothesis card an athlete breaks a world record wearing our shoes. We are right if…
  55. 55. Will people buy it? Yes, they will.
  56. 56. Marketing We can use Instagram to gain knowledge about our audience We can use Instagram to test new products before we launch
  57. 57. Marketing Wider bouquets are more attractive
  58. 58. Packaging We can send flowers in poster cylinders We can reduce amount of complaint with better packaging We can send flowers in triopac packaging We can peak the experience by putting a small chocolate in the box We can sell more flowers if our packaging is pink
  59. 59. Eksperiment 4 Design doing is
  60. 60. Marketing Talking at an event and pushing a coupon code will generate sales
  61. 61. Get 15% off. Use MB15 when checking out www.evighedsbuket.dk Eternal Bouquets. For eternal love.
  62. 62. You will need to
  63. 63. #1 Strategizing and execution happens simultaneously.
  64. 64. #2 strategy hypotheses constant validation customer insights.
  65. 65. #3 Focus on value outcomes
  66. 66. #4 Educate design solve problems develop
  67. 67. #5 ”What is your strategy?” ”A dynamic set of hypotheses that are continously validated and changed through design doing.”
  68. 68. templates
  69. 69. Dynamic Roadmap Focus area … … … … … … … … … … … … … … … … … … … …
  70. 70. … … … … And measure… To verify that, we will.. We believe that Hypothesis card … We are right if…
  71. 71. 3. Internal processes 2. Behaviour outcome 1. Perception outcome Measure Behavioural outcome Current behaviour Hypothesis … … … … …
  72. 72. Insights → Concept → LaunchHypothesis → MVP → Stage card
  73. 73. Thank you

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