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Part 3: The Different Schools of Strategy

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Three speakers took the stage to school us . This presentation is from the third speaker George Proudfoot of The App Business.

Published in: Marketing

Part 3: The Different Schools of Strategy

  1. 1. (Yet) another school of strategy © The App Business
  2. 2. Me, TAB, and the strategy team 2© The App Business
  3. 3. © The App Business 3 Hello. I’m George. Here’s where I’ve worked. (neé Figtree)
  4. 4. © The App Business 4 Hello. I’m George. Here’s where I’ve worked. (neé Figtree)
  5. 5. 5© The App Business Built by a team who launched the iPhone, TAB specialises in the deep mobile technology expertise required for a connected world. MOBILE IS OUR MOTHER TONGUE
  6. 6. 6© The App Business Built by a team who launched the iPhone, TAB specialises in the deep mobile technology expertise required for a connected world. MOBILE IS OUR MOTHER TONGUE 👅
  7. 7. 7© The App Business It’s a lofty purpose but one we can proudly stand by… “CREATE TECHNOLOGY EXPERIENCES THAT MAKE THE WORLD WORK BETTER FOR BILLIONS OF PEOPLE”
  8. 8. Hold on, apps are just …right? © The App Business
  9. 9. Apps are unbundling within devices, and across them © The App Business APP 2.0 ECOSYSTE AppScreen Notification Chat Web MapApp Voice Widget
  10. 10. Underpinning the services that set today’s customer expectations © The App Business
  11. 11. That means our clients are increasingly asking these sorts of questions “What’s the future of the forecourt?” “How will people get from A-to-B in London tomorrow?” “How can new technology help young people look after their money better?” “How could mobile technology change the way people will redecorate their bathrooms?” “How should meetings work and business decisions be made in 21st Century organisations?” … © The App Business
  12. 12. © The App Business TAB Strategists are to help our teams answer them Brett JF GeorgeHamish Clara Marcus
  13. 13. © The App Business TAB Strategists are to help our teams answer them Brett JF GeorgeHamish Clara Marcus
  14. 14. 14© The App Business TA B S T R AT E G Y T E A M P U R P O S E S TAT E M E N T (V1.2 … so please beat-up) Fuel new ways of thinking about people, technology and business …to help everyone create best-in-class products and services for our clients & prospects, and their customers …and grow TAB’s profile as a leading partner for transformational change.
  15. 15. © The App Business Four main ways we do that 15 1 2 3 4 Getting people interested Initial investigations Shaping new propositions Counsel for big teams and long-term clients
  16. 16. © The App Business Product Owners Engineers Designers Scrum Masters Architecture Owners Testers Demand Strategy specialists* We’ll always be in the minority *definitely to-scale…
  17. 17. © The App Business NOT THAT So we need to be collaborative, practical and applied THIS
  18. 18. So, what’s different about being a strategist at TAB then? 18© The App Business Caveat: I know that good agencies and consultancies think like this already and are doing good work…
  19. 19. © The App Business 19 Long-term programs and partnerships OVER Discreet consultancy Unseen work can have the biggest impact OVER #Eyeballs = win Services OVER Products & technology OVER Branding 1 2 3
  20. 20. © The App Business 20 Long-term programs and partnerships OVER Discreet consultancy 1 OVER
  21. 21. © The App Business 21 2 Unseen work can have the biggest impact OVER #Eyeballs = win OVER
  22. 22. © The App Business 22 3 Services OVER Products & technology OVER Branding OVER Atom bank Drop Customer Context Desired Outcome
  23. 23. © The App Business 23 Long-term programs and partnerships OVER Discreet consultancy Unseen work can have the biggest impact OVER #Eyeballs = win Services OVER Products & technology OVER Branding 1 2 3
  24. 24. © The App Business What’s the same then?
  25. 25. © The App Business What’s the same then? Lot’s of things. Fundamentally it’s still all about understanding people
  26. 26. © The App Business Bon Chance. Catch me on twitter: @pojmasta

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