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Must-Win
Battles
1© Cone Advisor
What is must-win battles?
(business strategy)
• Rather than spreading resources too thin, companies
must focus on 3 to 5 k...
Modeling - From Mantra to Key
Activities
Step 1:
Make a
mantra
Step 2:
Define 3-
5 Must-
Win
Battles
Step 3:
Define 1-
3 K...
Southwest Airlines’ Mantra
• The mission of
Southwest Airlines is
dedication to the
highest quality of
Customer Service
de...
The Essence of Who You Are –
Make a Mantra
• A mission statement, while
touted as necessary for
any company, often is not
...
© Cone Advisor 6
Modeling your Must-Win Battle
Must-Win
Battle
2-3 Strategic Means
(Focus areas of the
Battle)
0-3 Critica...
Key Means and Activities
as Simple Rules
• 1.Decision making rules
• Midsized cities & secondary airports
• 2.Boundary rul...
MWB Model
© Cone Advisor 8
Profitable
Growth Efficiency of
Processes
Productivity
of Resources
Customer
Value
Must Win
Bat...
1. Get started
• Successful MWB
kick-off event is only
the starting point of
your journey.
Source: http://knowledge.wharto...
2. Inspire towards difference
• The most successful
MWBs are those that
tap into the groups’
aspirations and
inspire every...
3. Incentives & Drivers
• Balance the “carrot
and stick” in leading
your MWB journey -
Drivers to the
success
• Discipline...
4. Commitment
• Enlarge the group of
people leading the
journey. The broader
the leadership, the
greater the probability
o...
5. Be Agile
• A MWB journey is not
a quick fix.
• Persistence,
• discipline, and
• continually raising
performance targets...
© Cone Advisor 14
Visual Strategy Model +
Must Win Battles
• Jukka Ala-Mutka, Strategiamalli (in
Finnish), Talentum 2008.
...
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Must-Win Battles as Model of Strategy

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Must-Win Battles
Strategy Model
Visual model from Mantra to key activities
Cone Made software is a tool for modeling and managing Must-Win Battles.

Published in: Technology, Business
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Must-Win Battles as Model of Strategy

  1. 1. Must-Win Battles 1© Cone Advisor
  2. 2. What is must-win battles? (business strategy) • Rather than spreading resources too thin, companies must focus on 3 to 5 key challenges — Must-Win Battles (MWBs) • MWBs are crucial to achieving their business goals. • A well-chosen MWB • make a real difference, • Be market focused, • create excitement, • be specific and tangible, • and be winnable. Source http://www.mustwinbattles.com2© Cone Advisor
  3. 3. Modeling - From Mantra to Key Activities Step 1: Make a mantra Step 2: Define 3- 5 Must- Win Battles Step 3: Define 1- 3 Key Means of the Battle Step 4: Define 0-3 Key Activities of the Mean 1 2 3 4 3© Cone Advisor
  4. 4. Southwest Airlines’ Mantra • The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit. Source: www.southwest.com 1 4© Cone Advisor
  5. 5. The Essence of Who You Are – Make a Mantra • A mission statement, while touted as necessary for any company, often is not representative of the true meaning of the company • A mantra is shorter 3-4 words and captures the essence of the organization. • Examples* • Wendy's "Healthy Fast Food“ • FedEx "Peace of Mind“ • Nike "Authentic Athletic Performance“ • Mary Kay "Enriching women’s lives" © Cone Advisor 5 Source: Guy Kawasaki, Stanford 20.10.2004 Entrepreneurial Thought Leader Speaker Series *(Examples are not from companies. These Mantras Kawasaki proposed as a mantra for the company.
  6. 6. © Cone Advisor 6 Modeling your Must-Win Battle Must-Win Battle 2-3 Strategic Means (Focus areas of the Battle) 0-3 Critical Incidents (Key Activities, Simple Rules) Source: Ala-Mutka 2008 2 3 4
  7. 7. Key Means and Activities as Simple Rules • 1.Decision making rules • Midsized cities & secondary airports • 2.Boundary rules • No Meals, No Seating • 3.Activity rules • Point-to-point service • 4.Performance rules • 25-minutes gate turnaround © Cone Advisor 7 Source: Ala-Mutka 2008 p. 185-188, see also Eisenhardt & Sull 2001 Simple Rules
  8. 8. MWB Model © Cone Advisor 8 Profitable Growth Efficiency of Processes Productivity of Resources Customer Value Must Win BattlesMeans Key Activities Source: Ala-Mutka 2008 p. 165 Themes of Must-Win Battles
  9. 9. 1. Get started • Successful MWB kick-off event is only the starting point of your journey. Source: http://knowledge.wharton.upenn.edu/article/must- win-battles-lessons-from-successful-and-failed-journeys/9© Cone Advisor
  10. 10. 2. Inspire towards difference • The most successful MWBs are those that tap into the groups’ aspirations and inspire everyone to do things differently. Source: http://knowledge.wharton.upenn.edu/article/must- win-battles-lessons-from-successful-and-failed-journeys/10© Cone Advisor
  11. 11. 3. Incentives & Drivers • Balance the “carrot and stick” in leading your MWB journey - Drivers to the success • Discipline • Incentives Source: http://knowledge.wharton.upenn.edu/article/must- win-battles-lessons-from-successful-and-failed-journeys/11© Cone Advisor
  12. 12. 4. Commitment • Enlarge the group of people leading the journey. The broader the leadership, the greater the probability of success. Source: http://knowledge.wharton.upenn.edu/article/must- win-battles-lessons-from-successful-and-failed-journeys/12© Cone Advisor
  13. 13. 5. Be Agile • A MWB journey is not a quick fix. • Persistence, • discipline, and • continually raising performance targets over time will enhance your prospects of success. Source: http://knowledge.wharton.upenn.edu/article/must- win-battles-lessons-from-successful-and-failed-journeys/13© Cone Advisor
  14. 14. © Cone Advisor 14 Visual Strategy Model + Must Win Battles • Jukka Ala-Mutka, Strategiamalli (in Finnish), Talentum 2008. • Strategy Modeling • Visual method • Agile Strategy • Peter Killing & Tom Malnight, Must-Win Battles, 2005 • MUST-WIN BATTLES WILL SHOW YOU HOW TO IDENTIFY AND AGREE ON THE CRITICAL CHALLENGES THAT WILL MAKE OR BREAK YOUR BUSINESS, AND HELP YOU TO MOBILIZE PEOPLE AND RESOURCES TO ACHIEVE THOSE GOALS BY COMBINING STRATEGIC FOCUS WITH EMOTIONAL COMMITMENT. Source http://www.mustwinbattles.com

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