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Nimble positioning: strategy and governance for digital By: Stephen Emmott

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Nimble positioning: strategy and governance for digital By: Stephen Emmott

  1. 1. Nimble positioning Stephen Emmott, J.Boye
  2. 2. Agenda ● 09:00 Start ● 10:20-10:40 Break ● 12:00 End
  3. 3. About me ● [acting] Head of Research, J.Boye ● Head of Digital Communications, LSE ● Academic background in cognitive science. ● Worked in higher education and web/digital sectors since 1993. ● Started working professionally with the Internet/Web in 1994.
  4. 4. About this tutorial ● Look at strategy and governance from a practical rather than theoretical perspective. ● Avoid debilitating procrastination. ● Stay grounded in terminology that is current and shared.
  5. 5. http://www.jasondavies.com/wordcloud/
  6. 6. Exercise (10 mins) Expressed in keywords and phrases, what is strategy in your organisation? Instruction: discuss; record on mindmap.
  7. 7. Strategy “a plan of action designed to achieve a long- term or overall aim” https://www.google.co.uk/search?q=define+strategy
  8. 8. Key point ● Indirect connection between action(s) and outome(s).
  9. 9. Carl von Clausewitz Strategy: “the use of engagements for the object of war” http://en.wikipedia.org/wiki/Carl_von_Clausewitz
  10. 10. Helmuth von Moltke Strategy: "No plan of operations extends with certainty beyond the first encounter with the enemy's main strength" http://en.wikipedia.org/wiki/Helmuth_von_Moltke_the_Elder
  11. 11. Helmuth von Moltke Strategy: "Strategy is a system of expedients." http://en.wikipedia.org/wiki/Helmuth_von_Moltke_the_Elder
  12. 12. Richard Rumelt Strategy: “Coherent mix of policy and action designed to surmount a difficult challenge.” Good Strategy /Bad Strategy
  13. 13. Michael E Porter Strategy: “[...] the creation of a unique and valuable position, involving a different set of activities.” What is Strategy?
  14. 14. Michael E Porter Strategy: “[...] the creation of a unique and valuable position, involving a different set of activities.”
  15. 15. Scope of strategy Corporate Business unit Functional
  16. 16. Scope of strategy Corporate Business unit Functional
  17. 17. By Gilles San Martin from Namur, Belgium (Moth camouflage Uploaded by Jacopo Werther) [CC-BY-SA-2.0 (http://creativecommons. org/licenses/by-sa/2.0)], via Wikimedia Commons
  18. 18. By Gilles San Martin from Namur, Belgium (Moth camouflage Uploaded by Jacopo Werther) [CC-BY-SA-2.0 (http://creativecommons. org/licenses/by-sa/2.0)], via Wikimedia Commons
  19. 19. Key terms ● Aims ● Objective ● Activity (Procedure) ● Asset
  20. 20. Aim “a purpose or intention; a desired outcome” https://www.google.co.uk/search?q=define+aim
  21. 21. Objective “a thing aimed at or sought; a goal” https://www.google.co.uk/search?q=define+objective
  22. 22. Activity “a thing that a person or group does or has done” https://www.google.co.uk/search?q=define+activity
  23. 23. Procedure “an established or official way of doing something” https://www.google.co.uk/search?q=define+procedure
  24. 24. Asset “a useful or valuable thing or person” https://www.google.co.uk/search?q=define+asset
  25. 25. Exercise (10 mins) If you are given a strategy, what will happen? Method: discuss.
  26. 26. Key point ● Aims and objectives [ends] result from activities carried out by or using assets [means].
  27. 27. Key point ● Strategy is the ongoing alignment of assets and their activities to objectives in pursuit of aims.
  28. 28. http://www.jasondavies.com/wordcloud/
  29. 29. http://www.lse.ac.uk/
  30. 30. http://www.lse.ac.uk/
  31. 31. Exercise (10 mins) What is governance in your organisation? Method: discuss; record on mindmap.
  32. 32. Governance (govern) “control, influence, or regulate (a person, action, or course of events)” https://www.google.co.uk/search?q=define+govern
  33. 33. Management “the process of dealing with or controlling things or people” https://www.google.co.uk/search?q=define+management
  34. 34. Essential concepts ● Role ● Responsibility ● Authority ● Policy ● Decision
  35. 35. Role “the function assumed or part played by a person or thing in a particular situation” https://www.google.co.uk/search?q=define+role
  36. 36. Responsibility “the opportunity or ability to act independently and take decisions without authorization” https://www.google.co.uk/search?q=define+responsibility
  37. 37. Authority “the power or right to give orders, make decisions, and enforce obedience” https://www.google.co.uk/search?q=define+authority
  38. 38. Policy “a course or principle of action adopted or proposed by an organization or individual” https://www.google.co.uk/search?q=define+policy
  39. 39. Decision “a conclusion or resolution reached after consideration” https://www.google.co.uk/search?q=define+decision
  40. 40. Key point ● Decisions and outcomes are governed; assets and activities are managed.
  41. 41. Aims and objectives
  42. 42. Service “a system supplying a public need such as transport, communications, or utilities such as electricity and water” https://www.google.co.uk/search?q=define+service
  43. 43. Product “a thing or person that is the result of an action or process” https://www.google.co.uk/search?q=define+product
  44. 44. Service “the action of helping or doing work for someone” https://www.google.co.uk/search?q=define+procedure
  45. 45. Key point ● Products and services often deliver on aims and objectives and are therefore a proxy for these at the functional level.
  46. 46. Model
  47. 47. Exercise (30 mins) Identify one person’s key challenge that is shared by or interest to all and map out the aims and objectives that stem from this. Method: group session using XMind.
  48. 48. Assets
  49. 49. Exercise (15 mins) Identify the current assets available to deliver against the objectives. Method: group exercise using XMind.
  50. 50. Activities
  51. 51. Exercise (15 mins) Identify the activities carried out by or using the assets. Method: group session using spreadsheet.
  52. 52. Exercise (10 mins) Map the activities to objectives. Method: group exercise using spreadsheet.
  53. 53. Exercise (30 mins) Identify changes to activities and assets required. Method: group exercise using spreadsheet.
  54. 54. Model
  55. 55. Conclusions ● Strategy equates with position and being able to change position. ● Position is defined by activities and assets. ● Aims and objectives seek to indicate the position that delivers gain versus loss. ● Positioning may involve fine adjustments or major change.
  56. 56. After the meeting 1. Richard Rumelt’s lecture at LSE titled after his book “Good Strategy/Bad Strategy: the difference and why it matters” - see https://www.youtube. com/watch?v=UZrTl16hZdk 2. “What is Strategy?” by Michael Porter - see http://hbr.org/product/what-is- strategy/an/96608-PDF-ENG 3. Jeff Bezoz's “1997 letter to shareholders” - see http://benhorowitz.files. wordpress.com/2010/05/amzn_shareholder-letter-20072.pdf And if you can make the time: 4. “Good Strategy/Bad Strategy: the difference and why it matters” by Richard Rumelt - see http://goodbadstrategy.com/

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