4 axis of dominance
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The document outlines four "axes of dominance" for products: analytically minded, financially driven, innovations home, and custodians of beauty. It discusses each axis in depth, providing examples and strategies related to using data analytics, demonstrating financial value, innovating products and processes, and focusing on aesthetics and experience. The overall message is that products must balance all four axes to achieve dominance in the market.
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4 axis of dominance
- 1. 4 Axis of Dominance Aziz Musa Digital Director – Pegasus @azizmusa #4Axis
- 2. 1.Analytically Minded 2.Financially Driven 3.Innovations Home 4.Custodians of Beauty
- 10. What is analytically stupid • Smartest guy in the room photo
- 14. “What are the 5 numbers you look at every day?”
- 16. Tertiary Drivers Secondary Drivers Primary Drivers 5 Core KPIs
- 17. Conversion
- 23. “Be analytically smart and ground your decisions in data”
- 26. 1. Line of sight 2. Demonstrable Value
- 29. Indirect Impacts Supplier Decisions Direct Impacts Roadmap Decisions Window Dressing Bug Decisions Financial KPIs Net Revenue Profitability
- 30. Strategic objectives Ownership status Exit strategy Market dynamics VC – Cash balance Sale Internationali sation Private Merger M&A Activity Buying Being Bought Partnerships Public IPO
- 31. “Demonstrating value is as important as delivering it”
- 32. Investment Decisions • Net Present Value • Rates of Return • Payback Period
- 35. Types of Innovation Radical Transformative The Innovation Landscape Incremental Product Process Service
- 38. Own The Innovation Process MESSAGING MEASUREMENT Ideation Delivery Diffusion
- 39. PRODUCT DEPARTMENT TECH DEPARTMENT MARKETING DEPARTMENT I N N O V A T
- 40. PRODUCT DEPARTMENT TECH DEPARTMENT MARKETING DEPARTMENT I N N O V A T
- 41. University Machine Supplier Prod Supplier Acquisition partner Tech Partner PR Agency I N N O V A T
- 44. Beauty “Hear my soul speak. Of the very instant that I saw you, Did my heart fly at your service” The Tempest. William Shakespeare
- 58. Is it BEAUTIFUL?
- 59. “Beauty is not a number. It’s a trainable emotion”
- 60. “Stuff your head with all sorts of different things from various fields” Ray Bradbury
- 64. 1.Analytically Minded 2.Financially Driven 3.Innovations Home 4.Custodians of Beauty
- 66. The 4 Axis Test Financial 9 8 7 6 5 4 3 2 1 Beauty 0 You Analytic Your Department Your Organisation Innovation
- 67. The 4 Axis Test Financial 9 8 7 6 5 4 3 2 1 Beauty 0 You Analytic Your Department Your Organisation Innovation
- 68. Financial Innovation Analytic Beauty Left Brain Right Brain Dominator Subservience Money Minded FdAdIdBd FsAsIsBs FdAsIsBs VC Entrepreneur Artist Right Brainiac Deliverers FdAdIdBs FsAsIsBd FsAsIdBd FsAdIdBd Left Brainiac FdAdIsBs
- 69. The 4 Axis Test Financial 9 8 7 6 5 4 3 2 1 Beauty 0 You Analytic Left Brainiac Your Department FdAdIsBs Your Organisation Fd Innovation Is Ad Bs
- 70. The 4 Axis Test Financial 8 7 6 5 4 3 2 1 Beauty 0 Analytic You Right Brainiac Your Department FsAsIdBd Fs Innovation Id As Bd
- 71. 4 Axis of Product Dominance Aziz Musa Digital Director – Pegasus @azizmusa #4Axis
- 73. 4 Axis of Product Dominance Aziz Musa Digital Director – Pegasus @azizmusa #4Axis
- 74. APPENDIX
- 75. O
- 77. D D O D D
- 87. P P P O D P P P
- 88. P P P O D P P P
- 89. Dumb analytics • Mega dashboards • Single stat • Irrelevant data
- 90. Single obscure statistic. Freakonomics cover
- 91. Measuring irrelevant things. Example, dwell time
Editor's Notes
- Logos of GA, Webtrends, SAP, Site Catalyst
- Ask leader. What are the 5 numbers you look at every day.
- Create line of site between your analytics and organisational KPIs
- 5 Whys. Uncover the primary, secondary and tertiary drivers of a numberE.g. conversion is downWhy (orders and traffic) – we had lower orders than normalWhy (product mix analysis) – we sold more high value itemsWhy (Offer code analysis) – We had a 50% off when you spend £200 offerWhy (AOV Impact) – Because we needed to improve AOVWhy – Because AOV is a measure of profitability
- 5 Whys. Uncover the primary, secondary and tertiary drivers of a numberE.g. conversion is downWhy (orders and traffic) – we had lower orders than normalWhy (product mix analysis) – we sold more high value itemsWhy (Offer code analysis) – We had a 50% off when you spend £200 offerWhy (AOV Impact) – Because we needed to improve AOVWhy – Because AOV is a measure of profitability
- Create line of site between your analytics and organisational KPIs
- Create line of site between your analytics and organisational KPIs
- Create line of site between your analytics and organisational KPIs
- Create line of site between your analytics and organisational KPIs
- Create line of site between your analytics and organisational KPIs
- Is about the decisions you makeWhat motivates themHow do you rationalise themIf you’re making decisions to please certain people, then this isn’t financially smartRegardless of the size of the decision, in some ways the smaller ones are more important to ingrain the habit
- IS IT BEAUTIFUL?
- Play with musclar
- Finally in conclusion, the becoming a dominant department, and dominant employees is based on being the best across 4 axis, financially driven, analytically minded, innovations home and custodians of beauty.
- Finally, in conclusion. Successful
- Finally, in conclusion. Successful