This slide deck shares the key essence on Strategy Formulation and how one is to look at strategy in the VUCA environment.

1. How to Scale Your
Business

2. Why some
businesses scale
while many don’t

3. WHO?
VERNE HARNISH

4. WHO?
JEREMY HAN

5. STRATEGY
What are your trade-offs?
Where are your constraints?
 Where do we play?
 How do we win?

6. STRATEGY
Core Purpose
Core Customer Core Competency
Strategy

7. Right Strategy
• The Core Customer
• The Brand Promise
• The Core Competencies

8. The Core
Customer
• Every customer has a question – Do
you know what that is?
• Every customer has a ‘job to be done’
– Do you know what that is?
• Every Customer has a fear – Do you
know what that is?

9. https://en.wikipedia.org/wiki/Olay#/media/File:1992_Oil_of_Olay_Oil-Free.jpg
39 Years
Old
At the peak
of their
career….
What is the
Job to be
Done?

10. The Core
Customer
• What is the customer’s question for
Olay?
• What job does the customer hope
Olay will do?
• What is the customer’s fear in this
case?

11. The Core
Customer

12. The Core
Customer
• What is the customer’s question for
Pampers?
• What job does the customer hope
Pampers will do?
• What is the customer’s fear in this
case?

13. The Core
Customer
• What does your customer see beyond
the product or service you provide?
Are you providing that?
• Social-Emotional Benefits are just as
important as physical product benefits
• How are you meeting social-emotional
needs of the customer?

14. The Core Customer
- Self-Check
 Can you articulate your core customer’s needs
and fear?
 Can you articulate what social-emotional
benefits your customer is looking for through
the use of your product/service?
 Can you articulate what Job your
product/service is supposed to do to alleviate
the customer’s fear?

15. The Brand Promise
• Can you put a promise on your customer’s
greatest fear?
• Reduce their risk of doing business with you?
• The concept of Purpose-branding

16. FERRY SAFE
FERRY FAST
FERRY CONVENIENT

17. The Brand Promise
• What do you think are the 3 greatest fears of
a ferry passenger in the Philippines?
• Can you put a KPI to each concern?
• Can you put a series of processes to drive
each KPI?

18. The Brand Promise
• What do you think is the difference between a
Brand Promise and an advertising slogan?

19. Would you consider this a
brand promise or a
slogan?
https://en.wikipedia.org/wiki/China_Eastern_Airlines

20. The Brand Promise vs
The Brand Slogan
• Brand Promises target the core customer’s
fear, the brand slogan does not
• Brand Promises can be broken clearly into KPIs
so that they can be measured and driven by
processes
• Brand Promises KPIs are overarching KPIs that
drive the whole company

21. Is it Wrong to have a
slogan then?
• It is not wrong, but you must know the
difference in purpose.
• The Brand Promise is a value driver for your
business because it aligns the company with
the KPIs that create value for the customer
• The Brand Slogan is to create a favourable
impression and make you memorable

22. The Brand Promise –
Self Check
Do your products and services have a clear
promise that addresses a customer need or fear?
Does this promise lead to change in the company
i.e. does the promise cascade and align processes
and actions?
Is your brand promise well-communicated to the
customer?

23. The Core Competency
• What truly makes your company better than
others?
• Do you have a competitive advantage?
• Are you hard to copy?

24. The point is competition will only
catch up, how do you keep the lead?

25. Do you have a secret
weapon?

27. ASTAXANTHIN

28. The Core Competency
• Core Competencies are a system. A system is
usually a set of processes and does not
depend on a single factor of success
• Core Competencies create great/new value
propositions for the company
• Core Competencies allow you to pivot

29. The Core Competency
• It supports your value proposition to your
customer
• It enables you to execute your strategy
• It enables you to fulfil your core purpose
• It makes you hard to copy

30. The Core Competency
• What processes can you combine to deliver a
better value proposition that your competitors?
• What processes can you combine to make it hard
for a competitor to copy what you do?
• What processes can you combine into a system
that does not make the company dependant on 1
person, or 1 thing?

31. The Core Competency –
Self Check
Do you have a system of processes that help you
create better value than your competitors?
Do you have processes that become hard to copy
and unique to your organisation, if you can
compile them together?
Do you have the processes that make you stand
out in the industry and be seen as a leader?

32. STRATEGY
Core Purpose
Core Customer Core Competency
Strategy

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