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Strategy - what the @*%! is it anyway?

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Strategy - what the @*%! is it anyway. James Caig, Head of Strategy, True Digital

Published in: Marketing

Strategy - what the @*%! is it anyway?

  1. 1. Hello. James Caig Head of strategy, True Digital @jamescaig
  2. 2. What the @&*! is it anyway?
  3. 3. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
  4. 4. “STRATEGY IS GOD”
  5. 5. O S T
  6. 6. I want to lose weight Lose ten kilos Diet (eat better, exercise more) Record calorie intake and exercise output Visualise ‘thinner me’ Use stairs instead of the lift Join up with other dieters O S T
  7. 7. Morris Ernst, 1933 Publish Ulysses, legally Win court case before publication Sort Judge and Jury Make it about literary opinion Get prosecuted under import laws Get myself arrested O S T
  8. 8. Steve Jobs, Apple, 1997 Survival Simplification Products Style Management systems Team structures O S T
  9. 9. It’s not strategy until it’s written down
  10. 10. “THE STRATEGY KERNEL”
  11. 11. The diagnosis A guiding policy Coherent actions
  12. 12. The diagnosis A guiding policy Coherent actions The obstacles in the way of success Signposting your approach to dealing with the obstacles Feasible actions and resource commitments designed to carry out the guiding policy
  13. 13. The future is wobbly
  14. 14. Craigslist disruption map Source:Budd Caddell https://medium.com/nobl-collective/culture-is-more-than-a-ping-pong-table-d8c634e475f
  15. 15. Q: Did you end the year working to the same marketing plan as you started it? 92% 8% NO YES Source: Aegis / Advertising Association, 2014
  16. 16. Strategy brings focus and gives you a better chance of controlling your own destiny
  17. 17. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
  18. 18. Common sense Curiosity Brevity
  19. 19. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl
  20. 20. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl strategy Strategy strategists
  21. 21. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl strategy Strategy strategists
  22. 22. Source: RSA Student Design Award Winner https:// vimeo.com/ 128238282
  23. 23. “Poetry gave me great pleasure. As a schoolboy I took intense delight in Shakespeare. Pictures gave me considerable, and music very great, delight. But now my mind has become a kind of machine for grinding general laws out of large collections of fact. The loss of these tastes is a loss of happiness, and may be injurious to the intellect, and more probably to the moral character, by enfeebling the emotional part of our nature.”
  24. 24. “The narrative arts greatly widen our perceptions of human experience, and enable us – vicariously, or as a fly-on- the-wall witness – to see into lives, conditions and experiences which one might never encounter in practice.”
  25. 25. Read. Research. Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments. Reconcile and understand. Create new connections. Create competitive advantage.
  26. 26. Read. Research. Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments. Reconcile and understand. Create new connections. Create competitive advantage. And write.
  27. 27. Research like an academic. Write like a reporter.
  28. 28. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
  29. 29. Constant Optimisation Richard Huntington, Saatchi & Saatchi Periodic Disruption
  30. 30. Data gathering and synthesis Knitting together a wide range of sources to uncover insight and distill thinking that sharpens focus. 
  31. 31. A good insight is fresh, deep, focused and directional. Faris Yakob
  32. 32. A good insight is something you didn’t know before. Something that may change the way you think about the problem. Dave Trott
  33. 33. A good insight is when you realise the business problem is a behaviour change in disguise Pats McDonald
  34. 34. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
  35. 35. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
  36. 36. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
  37. 37. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
  38. 38. Facilitation and collaboration Work with analytics, media, UX and design Structure and lead workshops Develop the fundamental skills that give confidence to a client and a team 
  39. 39. Story telling Make data tell a story Bring others along with a compelling vision of the future Hone a well-crafted rationale to a business- changing creative idea
  40. 40. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
  41. 41. Go start some fires. Thank you.

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