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Timeless Principles of Building a Category King

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Stanford University lecture - November 2016
Achieving Escape Velocity

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Timeless Principles of Building a Category King

  1. 1. Achieving Escape Velocity Keith Krach, Chairman & CEO November 8th, 2016 Stanford University DOCUSIGN CONFIDENTIAL
  2. 2. Looks Easy  Find The Right Opportunity  Build a High Performance Team
  3. 3. Case Study
  4. 4. The Right Opportunity: Magnificent 7  Big Market  Focus, Focus, Focus  Positioning  Real Business Model  Execution  Money  The Team
  5. 5. Build a High Performance Team: The 3 Key Principles  Hire the Best People  Continue To Raise The Standard  Set A Clear Direction
  6. 6. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook
  7. 7. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook Build The DocuSign Global Trust Network
  8. 8. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook The Global Standard for Digital Transaction Management
  9. 9. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook
  10. 10. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook Direct, honest and open communication No idea is a bad idea Raise the standard in everything we do We are a team first, functional specialists second Hire best people, especially if better than us
  11. 11. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook Growth Path to Profitability Global Standard
  12. 12. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook
  13. 13. 13 3rd Party Developers Leveraged Growth Strategy Barriers to Entry Leverage Value-Add Services Smart Contracts Digital Transaction Management Businesses Consumers Partners xDTM Standard Global Trust Network Network Effect Loyal Ecosystem Value Proposition Create Category / Platform The Second Act
  14. 14. Vision Mission Values Team Rules Long-term Goals Strategy Execution “Built to Last” Playbook
  15. 15. Does this Only Work in Business?
  16. 16. Sigma Chi Strategic Plan
  17. 17. Is It Timeless?
  18. 18. Building A High Performance Team A Case Study UC Berkeley Haas School of Business - 2006
  19. 19. August 1996 20 The Playbook ProcureSoft “The Agent for the Purchasing Agent” September 1996
  20. 20. August 1996 Keith J. Krach 21 Vision Mission Values Team Rules Goals Strategy Exec Playbook Focus
  21. 21. Great sustaining organization in the 21st century. Vision
  22. 22. August 1996 Keith J. Krach 23 Mission Be the Leader in Operating Resource Management Software for Business to Business Electronic Commerce
  23. 23. August 1996 Keith J. Krach 24 Values – Respect – Integrity – Courage – Ambition
  24. 24. August 1996 Keith J. Krach 25 Strong Team TEAM RULES: 1. Direct/open/honest communication 2. No idea is a dumb idea 3. Always continue to raise the standard 4. We are a team first, functional specialists second 5. Hire the best people, especially if better than us
  25. 25. August 1996 Keith J. Krach 26 Long term goals • Grow Profitably and Predictably • Focus on Customer Success • Excellence and Balance – Technology/Engineering/Product – Sales/Marketing/Services – Business Operations • Culture- Teamwork, Values, Fun, (TVF)
  26. 26. August 1996 Keith J. Krach 27 Strategy – Out Focus – Out Think – Out Execute
  27. 27. Leveraged Growth Strategy Barriers to Entry Leverage Operating Resource Management Fortune 500 Leaders Suppliers & Partners Ariba Network Global 2000 Majority Mid-Market Value-Add Services Vertical Communities Value Proposition Loyal Members Leverage E-Commerce
  28. 28. Achieving Escape Velocity DOCUSIGN CONFIDENTIAL 31
  29. 29. Remember The 5 Leadership Imperatives  Challenge The Process  Inspire A Shared Vision  Enable Others To Act  Model The Way  Encourage The Heart
  30. 30. Thank You

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