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EXECUTIONEATSSTRATEGYFORBREAKFASTHOW TO GROW YOUR BRAND BY DELIVERING WHEN IT COUNTS                                      ...
LAST MILEThe last mile is the final step inyour supply chain. When therubber hits the road.                                ...
LAST MILEExample: Even if the entire grid isintact, the loss of the last mile thatleads to your house will take outthe pow...
CHANNELS TO MARKETIf you canʼt get your product tomarket then no-one can buy it.Your channels to market are soimportant th...
CHANNELS TO MARKETExample: Vibram were simply arubber sole maker until the shoecompanies refused to use their newtoe-shape...
DECISION POINTYou need to win at the point wherethe decision is made. Everythingelse leads up to or follows on fromthis mo...
DECISION POINTExample: Having come hundredsof miles to the store, yourbreakfast cereal simply needs tobe picked from the s...
MOMENT OF TRUTHEvery product has a moment ofpurchase and a moment ofconsumption. You need to win bothof these.            ...
MOMENT OF TRUTHExample: Apple streamline thein-store point of sale by making itmobile and instant. Thiscomplements the pro...
VALUE CHAINYou are part of an end-to-end chainof events. Each incremental stepadds value to the final momentof use.        ...
VALUE CHAINExample: From the boat maker andcrab fisherman, to Chef HestonBlumenthal and retailer Waitrose.Each step adds va...
LONG CHAINYou need to take responsibility forhow every step adds value to thefinal moment of use.                          ...
LONG CHAINExample: When you purchase acan of coke a computer systemsends a cascade of re-stockingorders that result in min...
USER CENTREDWhatever product you make,eventually someone will use it.That user is a human being withwants, needs and fears...
USER CENTREDExample: Multi-million dollarindustrial equipment can berendered almost useless by a hardto use interface.    ...
WIDGETSWhatever product you think yousell, you are really selling theexperience of using your product.                    ...
WIDGETSExample: Fred Perry donʼt sellt-shirts. They sell sunny sundayafternoons playing tennis in thepark with your friend...
AUDIENCEEvery product has an archetypalconsumer. The embodiment ofyour audience. Know theirgeography, identity andaspirati...
AUDIENCEExample: BMW sell freedom to a 38year old accountant from suburbanEssex who wishes he was anightclub promoter or a...
REAL STORIESPeople are more influenced byeditorial reviews, peer testimonialsand celebrity endorsements thanany other brand...
REAL STORIESExample: Red Bull uses sponsoredathletes to create ambassadorsthat convey the Red Bull attitudebetter than any...
EXECUTEEven with the best of strategicintentions, you will ultimately bejudged by what you can executeand what you deliver...
DELIVERʻExecution eats strategyfor breakfast.ʼ - Peter Thomson                              Peter Thomson
NEXT STEPS1. Deliver on the last mile2. Manage your channels to market3. Win the decision at point of sale4. Smooth out th...
NOTESAll images are copyright by their original owners. Use in this presentation does not assert any copyright over theima...
DECISION POINTYou need to win
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DECISION POINTYou need to win Execution eats strategy for breakfast

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DECISION POINTYou need to win at the point wherethe decision is made. Everythingelse leads up to or follows on fromthis moment. Peter Thomson

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