The document discusses strategies for designing products and businesses to dominate their respective industries. It advocates becoming the only player in the market by assuming success and working backwards from that goal. The document also emphasizes challenging conventional wisdom, co-developing products by involving customers earlier and more deeply, and gaining first-hand insights rather than relying on market surveys. Additionally, it stresses the importance of designing winning products that are simple rather than basic and that dissolve behavior into the design. Finally, the document discusses the need to enroll people in the mission by creating a cause and ensuring they are having fun in order to generate independent and passionate action.

1. Design to Dominate
By: Shoaib Ahmed
President
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3. Set Out to Dominate
• People’s Car: Maruti
• Land on the Moon: Apollo 11
“ If it was possible, somebody else would have done it”
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4. Maximizing It
• Eliminate Blindness: Arvind Eye Hospital
• Polyester Kingdom: Reliance Industries
• Synonymous with Accounting: Tally
“Become the Only Player, Assume Success & Work
Backwards”
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5. Strategy for Success
• Partner Framework: Win - Win
• Anti funnel Design: Decentralization
“ The Tally Way”
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6. Challenge Conventional Wisdom
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7. Where do you get your strategies from?
• Co – developing Products : Involving Customer Earlier
& More Deeply
• First Hand Insights vs. Market Surveys
Procter & Gamble – A G Lafley
Dainik Bhaskar – Agarwal & Sons
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8. Design A Winning Product
• Simple is not Basic
• Design dissolving into Behaviour
“Continuous innovation is the key”
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9. Enroll People
“If you want to build a ship , don’t drum up the men to
gather wood , divide the work and give orders . Instead
teach them to yearn for the vast and endless Sea”.
Antoine de Saint Exupery
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10. Enroll People
• Are your people bigger champions of the mission than you?
• Can you create a cause?
• Are your people having fun?
• Excite them enough to take independent action
“Trichy Police: Combating Terrorism”
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11. Dream Impossible
“You've got to follow your passion. You've got to
figure out what it is you love--who you really are. And
have the courage to do that. I believe that the only
courage anybody ever needs is the courage to follow
your own dream.“
Oprah Winfrey
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12. Q&A
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