Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
EO CT and
University of
Hartford
Hartford, CT
February 2014

Kaihan Krippendorff
www.outthinker.com
www.kaihan.net

 2013...
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Ray Kroc
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Mohammad Yunus

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Tata

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Thomas Edison
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Betsy Johnson
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Richard
Branson

Oprah
Winfrey

Dhirubhai
Ambani

Bill Gates

Sōichirō
Honda

Charles
Revson

www.kaihan.net

Elizabeth
Ar...
Martin Luther
King, Jr.

Rosa Parks

Mother
Teresa

Mahatma
Gandhi

Mohammad
Yunus

Margaret
Thatcher

www.kaihan.net

Nel...
Mark Zuckerberg
CEO, Facebook

Arianna Huffington
CEO, Huffington Post

Elon Musk
CEO, Tesla Motors

Susan Lyne
CEO, Gilt ...
Some Victims

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Most Admired Companies Replaced

2000
1. GE
2. Microsoft
3. Dell
4. Cisco
5. Wal-Mart

2005
1. Dell
2. GE
3. Starbucks*
4....
Fortune 500 Survival is Falling

Source: “What Does Fortune 500 Turnover Mean?” Dane Stangler and Sam Arbesman Ewing Mario...
S&P Lifespan Shortening

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
“First they ignore you,
then they laugh at you,
then they fight you,
then you win.”

Mohandas Gandhi

www.kaihan.net

 20...
The

th
4

Option®

The option beyond the obvious choices;
the option others do not see, will not
consider, and will not r...
Climb the walls

Wait

Go home

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
How can we predictably
create a 4th Option®?

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Two Standard Approaches
Option narrowing

Rules
1.
2.
3.
4.
5.
6.

X
X
X

Lay out options,
apply data, arrive at
the optim...
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
URBN Revenue History
$ Millions
2,470
2,270
1,840

1,940

1,510
1,230
1,090

830
350

425

2002

2003

550

2004

2005

20...
URBN Results
Growth

Profitability

5Y Ave.* Revenue CAGR (%)

5Y Ave.* EBITD Margin (%)

URBN

13

ANF**

5

Industry

5
...
College students only
Used clothing
Artists not managers in charge
Manager freedom
Every store different
…
www.kaihan.net
...
The 8Ps

Position
Process
Price

Promotion

Product

Place
Physical
experience

0 – no
difference
1 – 4 year
difference
2 ...
8P tool on www.kaihan.net

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
How Do Great Strategists See the
“Winning Move?”

Alexandra Kosteniuk
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippe...
Consciousness

Phonetic loop

Source:

Visuo-special
sketchpad

???

Baddeley model of short term working memory

www.kaih...
Consciousness

Phonetic loop

Source:

Visuo-special
sketchpad

Episodic buffer

Baddeley model of short term working memo...
Relative number of narratives chess players recognize:

Grand master

Master
www.kaihan.net

Expert
 2013 Outthinker LL &...
Europe & Americas –
Fairy tales

Japan – Koan

India – Puranas

China – 36 stratagems

www.kaihan.net

 2013 Outthinker L...
Identifying Outthinkers

Revenue growth
(CAGR)

(EBITDA)
Profit margin

Value creation
(TRS)

www.kaihan.net

 2013 Outth...
Core Research

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
22 Move Early to the Next Battleground

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
22 Move Early to the Next Battleground
“I just think a future in
which anyone can shoot
stuff into space is more
exciting ...
22 Move Early to the Next Battleground

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
22 Move Early to the Next Battleground
Identify and move early to the next
battleground.

Where is the next battleground?
...
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
34

Coordinate the Uncoordinated

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
34

Coordinate the Uncoordinated

www.kaihan.net

49

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
34

Coordinate the Uncoordinated
Combine and coordinate independent
elements within your environment to
orchestrate much g...
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
7 Force a Two-Front Battle

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
7 Force a Two-Front Battle
“There is no physical analog for
what Amazon.com is becoming.”
- Jeff Bezos

Cloud
providers

R...
7 Force a Two-Front Battle

Shoes

Customer
service

www.kaihan.net

Shoes

 2013 Outthinker LL & Kaihan Krippendorff
7 Force a two-front battle
Project your unique capability into a new
area.
What is your unique advantage/
capability?
Into...
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
33

Be Good
Shareholders

Environment

Community

Corporation
Government /
country

Employees

Customers

www.kaihan.net

...
33 Be Good

www.kaihan.net

61

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
The Holstee
Manifesto

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
33

Be good
Adopt a strategy that Benefits others.
How can you profitably benefit key
stakeholders that you are not now
co...
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
32 Create Something Out of Nothing

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
32 Create Something Out of Nothing

Julie Pickens
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
32 Create Something Out of Nothing

Ingvar Kamprad

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
32 Create Something Out of Nothing

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
32 Create Something Out of Nothing

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
32 Create something out of nothing
Add a new piece the board.
What would you like to create/ add
to the game?
- New catego...
Find More Stratagems at www.kaihan.net

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Narratives to Find a Fourth Option

#22 Move early to the next battleground

Where is the next battleground?

#34 Coordina...
EO CT and
University of
Hartford – Part II
Hartford, CT
February 2014

Kaihan Krippendorff
www.outthinker.com
www.kaihan.n...
Recap

1.Fourth option

2.Across 8 dimensions
3.Using IDEAS

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Outthinkers are Outliers
“Who the hell wants to hear actors talk?”
Harry M. Warner, CEO of Warner Brothers Pictures, circa...
Session goals

1.Find a Fourth Option® for your
business/ career
2.Learn a process and set of tools
3.Feel confident in yo...
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
You just received a $1,000. How would you allocate the money?
“Use it to buy something nice for someone special.”
“Invest ...
I | IMAGINE
Objective: Give yourself permission to dream a different future.

www.kaihan.net

 2013 Outthinker LL & Kaiha...
I | IMAGINE
Objective: Force yourself to travel to a different future.

www.kaihan.net

 2013 Outthinker LL & Kaihan Krip...
I | IMAGINE
Objective: Force yourself to travel to a different future.

www.kaihan.net

 2013 Outthinker LL & Kaihan Krip...
I | IMAGINE
Objective: Force yourself to travel to a different future.

www.kaihan.net

 2013 Outthinker LL & Kaihan Krip...
I | IMAGINE
Objective: Bring that future back to the present.

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
I | IMAGINE
Objective: Attain strategic clarity.

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
Vistaprint

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Vistaprint

Competitors

Standard size
and paper

Customized

Microbusinesses

Big
businesses

Only online

Face to face

...
Vistaprint
0 – no
difference

Position
Product

Price

Promotion

Processes

Place

Physical
experience
People

www.kaihan...
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
How Do Great Strategists See the
“Winning Move?”

Alexandra Kosteniuk
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippe...
Relative number of narratives chess players recognize:

Grand master

Master
www.kaihan.net

Expert
 2013 Outthinker LL &...
Narratives to Find a Fourth Option

#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-...
Find More Stratagems at www.kaihan.net

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Five Conversations:
The Outthinker Process
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook...
“Impossible is a word to
be found only in the
dictionary of fools.”
Napoleon Bonaparte

www.kaihan.net

 2013 Outthinker ...
Selecting your 4th Option
High Crazy ideas

Winning moves

Impact
• How far would
this get me
toward my
goal?
• How long
b...
Selecting your 4th Option
High Crazy ideas

Winning moves

Impact
• How far would
this get me
toward my
goal?
• How long
b...
Make the impossible possible
“Each of these
looked like show
stoppers”

Don’t build
handsets

Risk of no
WiFi

David Morke...
“It's not that I'm so
smart, it's just that I
stay with problems
longer.”

- Albert Einstein

www.kaihan.net

 2013 Outth...
Imagine

Dissect

Expand

Analyze

Sell

Choose
leverage
points others
overlook

Generate
more
potential
strategies

Choos...
Personal Example

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Ray Kroc
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Mohammad Yunus

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Ratan Tata

www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Thomas Edison
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
Betsy Johnson
www.kaihan.net

 2013 Outthinker LL & Kaihan Krippendorff
kaihan@outthinker.com
www.outthinker.com
@kaihan
• Register for newsletter,
tools, videos
• Work out your Fourth
Option®
•...
“Impossible is a word to
be found only in the
dictionary of fools.”
Napoleon Bonaparte

www.kaihan.net

 2013 Outthinker ...
Selecting your 4th Option
High Crazy ideas

Winning moves

Impact
• How far would
this get me
toward my
goal?
• How long
b...
Make the impossible possible
“Each of these
looked like show
stoppers”

Don’t build
handsets

Risk of no
WiFi

David Morke...
“It's not that I'm so
smart, it's just that I
stay with problems
longer.”

- Albert Einstein

www.kaihan.net

 2013 Outth...
Session goals

1.Find a Fourth Option® for your
business/ career
2.Learn a process and set of tools
3.Feel confident in yo...
kaihan@outthinker.com
www.outthinker.com
@kaihan
• Register for newsletter,
tools, videos
• Work out your Fourth
Option®
•...
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
LifeTech Capital Updates NeoStem (NBS) Strong Buy $4.00 Target
Next
Upcoming SlideShare
LifeTech Capital Updates NeoStem (NBS) Strong Buy $4.00 Target
Next
Download to read offline and view in fullscreen.

Share

Eo ct speech feb 2014

Download to read offline

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Eo ct speech feb 2014

  1. 1. EO CT and University of Hartford Hartford, CT February 2014 Kaihan Krippendorff www.outthinker.com www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  2. 2. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  3. 3. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  4. 4. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  5. 5. Ray Kroc www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  6. 6. Mohammad Yunus www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  7. 7. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  8. 8. Tata www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  9. 9. Thomas Edison www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  10. 10. Betsy Johnson www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  11. 11. Richard Branson Oprah Winfrey Dhirubhai Ambani Bill Gates Sōichirō Honda Charles Revson www.kaihan.net Elizabeth Arden Henry Ford  2013 Outthinker LL & Kaihan Krippendorff
  12. 12. Martin Luther King, Jr. Rosa Parks Mother Teresa Mahatma Gandhi Mohammad Yunus Margaret Thatcher www.kaihan.net Nelson Mandela Benjamin Franklin  2013 Outthinker LL & Kaihan Krippendorff
  13. 13. Mark Zuckerberg CEO, Facebook Arianna Huffington CEO, Huffington Post Elon Musk CEO, Tesla Motors Susan Lyne CEO, Gilt Groupe Cory Booker Mayor, Newark, NJ, USA Marissa Mayer CEO, Yahoo Wayne Gattinella CEO, WebMD Robert Keane Sabrina Herrera Cofounder, Genomma Lab CEO, Vistaprint Jeff Bezos Founder, Amazon.com Larry Page CEO, Google Ann Hand CEO, Project Frog www.kaihan.net Josh Linkner Founder, ePrize Tom Adams CEO, Rosetta Stone Mark Vadon Founder, Blue Nile  2013 Outthinker LL & Kaihan Krippendorff
  14. 14. Some Victims www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  15. 15. Most Admired Companies Replaced 2000 1. GE 2. Microsoft 3. Dell 4. Cisco 5. Wal-Mart 2005 1. Dell 2. GE 3. Starbucks* 4. Wal-Mart 5. Southwest A.* 2010 1. Apple* 2. Google* 3. Berkshire H.* 4. J&J* 5. Amazon* Source: Fortune Magazine, Most Admired Companies www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  16. 16. Fortune 500 Survival is Falling Source: “What Does Fortune 500 Turnover Mean?” Dane Stangler and Sam Arbesman Ewing Marion; Kauffman Foundation, June 2012 www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  17. 17. S&P Lifespan Shortening www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  18. 18. “First they ignore you, then they laugh at you, then they fight you, then you win.” Mohandas Gandhi www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  19. 19. The th 4 Option® The option beyond the obvious choices; the option others do not see, will not consider, and will not respond effectively to. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  20. 20. Climb the walls Wait Go home www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  21. 21. How can we predictably create a 4th Option®? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  22. 22. Two Standard Approaches Option narrowing Rules 1. 2. 3. 4. 5. 6. X X X Lay out options, apply data, arrive at the optimal option Alkdjfklsdlkj Asdlkfj bou Alsk boiuoidf Goibjhkal dgs Glijgbuu gds gljgoiud Follow proven rules or best practices www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  23. 23. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  24. 24. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  25. 25. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  26. 26. URBN Revenue History $ Millions 2,470 2,270 1,840 1,940 1,510 1,230 1,090 830 350 425 2002 2003 550 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Bloomberg & TIAA-CREF www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  27. 27. URBN Results Growth Profitability 5Y Ave.* Revenue CAGR (%) 5Y Ave.* EBITD Margin (%) URBN 13 ANF** 5 Industry 5 20 12 14 * 5 years average as of October 2013 ** Abercrombie & Fitch, closest peer by market capitalization Source: Reuters www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  28. 28. College students only Used clothing Artists not managers in charge Manager freedom Every store different … www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  29. 29. The 8Ps Position Process Price Promotion Product Place Physical experience 0 – no difference 1 – 4 year difference 2 – 5+ year difference People www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  30. 30. 8P tool on www.kaihan.net www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  31. 31. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  32. 32. How Do Great Strategists See the “Winning Move?” Alexandra Kosteniuk www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  33. 33. Consciousness Phonetic loop Source: Visuo-special sketchpad ??? Baddeley model of short term working memory www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  34. 34. Consciousness Phonetic loop Source: Visuo-special sketchpad Episodic buffer Baddeley model of short term working memory www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  35. 35. Relative number of narratives chess players recognize: Grand master Master www.kaihan.net Expert  2013 Outthinker LL & Kaihan Krippendorff
  36. 36. Europe & Americas – Fairy tales Japan – Koan India – Puranas China – 36 stratagems www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  37. 37. Identifying Outthinkers Revenue growth (CAGR) (EBITDA) Profit margin Value creation (TRS) www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  38. 38. Core Research www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  39. 39. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  40. 40. 22 Move Early to the Next Battleground www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  41. 41. 22 Move Early to the Next Battleground “I just think a future in which anyone can shoot stuff into space is more exciting than one which only the government can.” Elon Musk, founder, Space-X (2003 interview) www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  42. 42. 22 Move Early to the Next Battleground www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  43. 43. 22 Move Early to the Next Battleground Identify and move early to the next battleground. Where is the next battleground? - Technological trends? - Social shifts? - Geographies? - Buying patterns? - Needs? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  44. 44. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  45. 45. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  46. 46. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  47. 47. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  48. 48. 34 Coordinate the Uncoordinated www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  49. 49. 34 Coordinate the Uncoordinated www.kaihan.net 49  2013 Outthinker LL & Kaihan Krippendorff
  50. 50. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  51. 51. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  52. 52. 34 Coordinate the Uncoordinated Combine and coordinate independent elements within your environment to orchestrate much greater power. Who would we like to coordinate? - Customers - Experts - Employees - Real estate - Regulators - Competitors - Driveways -… www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  53. 53. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  54. 54. 7 Force a Two-Front Battle www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  55. 55. 7 Force a Two-Front Battle “There is no physical analog for what Amazon.com is becoming.” - Jeff Bezos Cloud providers Retail www.kaihan.net Cloud services  2013 Outthinker LL & Kaihan Krippendorff
  56. 56. 7 Force a Two-Front Battle Shoes Customer service www.kaihan.net Shoes  2013 Outthinker LL & Kaihan Krippendorff
  57. 57. 7 Force a two-front battle Project your unique capability into a new area. What is your unique advantage/ capability? Into what new area could you project this? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  58. 58. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  59. 59. 33 Be Good Shareholders Environment Community Corporation Government / country Employees Customers www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  60. 60. 33 Be Good www.kaihan.net 61  2013 Outthinker LL & Kaihan Krippendorff
  61. 61. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  62. 62. The Holstee Manifesto www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  63. 63. 33 Be good Adopt a strategy that Benefits others. How can you profitably benefit key stakeholders that you are not now considering? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  64. 64. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  65. 65. 32 Create Something Out of Nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  66. 66. 32 Create Something Out of Nothing Julie Pickens www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  67. 67. 32 Create Something Out of Nothing Ingvar Kamprad www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  68. 68. 32 Create Something Out of Nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  69. 69. 32 Create Something Out of Nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  70. 70. 32 Create something out of nothing Add a new piece the board. What would you like to create/ add to the game? - New categories? - New occasions or needs? - New customers? - New suppliers? - New distributors? - New regulations? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  71. 71. Find More Stratagems at www.kaihan.net www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  72. 72. Narratives to Find a Fourth Option #22 Move early to the next battleground Where is the next battleground? #34 Coordinate the uncoordinated Who could you coordinate? #7 Force two-front battle How can you project into a new sector? #33 Be good How can you be good? #32 Create something out of nothing What can you create? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  73. 73. EO CT and University of Hartford – Part II Hartford, CT February 2014 Kaihan Krippendorff www.outthinker.com www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  74. 74. Recap 1.Fourth option 2.Across 8 dimensions 3.Using IDEAS www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  75. 75. Outthinkers are Outliers “Who the hell wants to hear actors talk?” Harry M. Warner, CEO of Warner Brothers Pictures, circa 1927 “Heavier than air flying machines are impossible.” Lord Kelvin President, Royal Society, circa 1895 “There is no likelihood man can ever tap the power of the atom.” “There is no reason for any individual to have a computer in their home.” Robert Millikan, Nobel Prize in Physics, 1923 Ken Olsen President , Digital Equipment Corporation,1977 “The phonograph … is not of any commercial value.” Thomas Alva Edison (Inventor of the Phonograph), circa 1880 www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  76. 76. Session goals 1.Find a Fourth Option® for your business/ career 2.Learn a process and set of tools 3.Feel confident in your ability to apply these going forward www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  77. 77. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  78. 78. You just received a $1,000. How would you allocate the money? “Use it to buy something nice for someone special.” “Invest it in a retirement fund.” “Plan a fun and extravagant occasion.” “Put it in a checking account.” “Me Now” “Me Later” 3x www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  79. 79. I | IMAGINE Objective: Give yourself permission to dream a different future. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  80. 80. I | IMAGINE Objective: Force yourself to travel to a different future. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  81. 81. I | IMAGINE Objective: Force yourself to travel to a different future. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  82. 82. I | IMAGINE Objective: Force yourself to travel to a different future. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  83. 83. I | IMAGINE Objective: Bring that future back to the present. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  84. 84. I | IMAGINE Objective: Attain strategic clarity. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  85. 85. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  86. 86. Vistaprint www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  87. 87. Vistaprint Competitors Standard size and paper Customized Microbusinesses Big businesses Only online Face to face Technology marketiers Printing Experts www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  88. 88. Vistaprint 0 – no difference Position Product Price Promotion Processes Place Physical experience People www.kaihan.net 1 – up to 4-year difference 2. 5+ year difference  2013 Outthinker LL & Kaihan Krippendorff
  89. 89. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  90. 90. How Do Great Strategists See the “Winning Move?” Alexandra Kosteniuk www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  91. 91. Relative number of narratives chess players recognize: Grand master Master www.kaihan.net Expert  2013 Outthinker LL & Kaihan Krippendorff
  92. 92. Narratives to Find a Fourth Option #22 Move early to the next battleground #34 Coordinate the uncoordinated #7 Force two-front battle #33 Be good #32 Create something out of nothing www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  93. 93. Find More Stratagems at www.kaihan.net www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  94. 94. Five Conversations: The Outthinker Process Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in from key stakeholders Objectives Imagine and commit to realizing a different future www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  95. 95. “Impossible is a word to be found only in the dictionary of fools.” Napoleon Bonaparte www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  96. 96. Selecting your 4th Option High Crazy ideas Winning moves Impact • How far would this get me toward my goal? • How long before the competition responds? Wastes of time Tactics Low Difficult Easy • Can we do this quickly? • Is this inexpensive? • Do we have the capability? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  97. 97. Selecting your 4th Option High Crazy ideas Winning moves Impact • How far would this get me toward my goal? • How long before the competition responds? Wastes of time Tactics Low Difficult Easy • Can we do this quickly? • Is this inexpensive? • Do we have the capability? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  98. 98. Make the impossible possible “Each of these looked like show stoppers” Don’t build handsets Risk of no WiFi David Morken, CEO Bandwidth.com www.kaihan.net Motorola Early adopters Customer Service too costly No one provides service  2013 Outthinker LL & Kaihan Krippendorff
  99. 99. “It's not that I'm so smart, it's just that I stay with problems longer.” - Albert Einstein www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  100. 100. Imagine Dissect Expand Analyze Sell Choose leverage points others overlook Generate more potential strategies Choose strategies competitors will not copy Build buy-in for your strategy Objectives Imagine and commit to realizing a different future Mr. Practical Mr. Obvious Mr. Expert www.kaihan.net Mr. What Works Mr. Cog  2013 Outthinker LL & Kaihan Krippendorff
  101. 101. Personal Example www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  102. 102. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  103. 103. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  104. 104. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  105. 105. Ray Kroc www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  106. 106. Mohammad Yunus www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  107. 107. www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  108. 108. Ratan Tata www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  109. 109. Thomas Edison www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  110. 110. Betsy Johnson www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  111. 111. kaihan@outthinker.com www.outthinker.com @kaihan • Register for newsletter, tools, videos • Work out your Fourth Option® • Email me to get presentation • Contact us at Outthinker for more support www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  112. 112. “Impossible is a word to be found only in the dictionary of fools.” Napoleon Bonaparte www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  113. 113. Selecting your 4th Option High Crazy ideas Winning moves Impact • How far would this get me toward my goal? • How long before the competition responds? Wastes of time Tactics Low Difficult Easy • Can we do this quickly? • Is this inexpensive? • Do we have the capability? www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  114. 114. Make the impossible possible “Each of these looked like show stoppers” Don’t build handsets Risk of no WiFi David Morken, CEO Bandwidth.com www.kaihan.net Motorola Early adopters Customer Service too costly No one provides service  2013 Outthinker LL & Kaihan Krippendorff
  115. 115. “It's not that I'm so smart, it's just that I stay with problems longer.” - Albert Einstein www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  116. 116. Session goals 1.Find a Fourth Option® for your business/ career 2.Learn a process and set of tools 3.Feel confident in your ability to apply these going forward www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  117. 117. kaihan@outthinker.com www.outthinker.com @kaihan • Register for newsletter, tools, videos • Work out your Fourth Option® • Email me to get presentation • Contact us at Outthinker for more support www.kaihan.net  2013 Outthinker LL & Kaihan Krippendorff
  • mphnyc

    Feb. 28, 2014

Views

Total views

581

On Slideshare

0

From embeds

0

Number of embeds

6

Actions

Downloads

8

Shares

0

Comments

0

Likes

1

×