E-Types should adopt an edgy design strategy for differentiation, ensuring longevity in their niche. To address managerial resistance, consultations and presentations are recommended to engage managers and communicate the strategy effectively. A culture promoting innovation, celebrating failures as learning opportunities, and rewarding employees for embodying new values is vital for successful implementation.

1. Strategy
Implementatio
n Plan for e-
Types
LOUIS MAYO

2. e-Types should choose the edgy design in the
short term. This is also how they should
position themselves long term. Their niche is
their ability to produce edgy designs which
get to the soul of the client’s company,
sometimes even surprising the client. As
such, they should pursue a strategy of
differentiation on that basis.
- E-TYPES STRATEGY

3. Resistance and Risks
Managers do not agree with the strategy.
Managers occupy a structural hole in e-Types informal networks as they bridge the gap between
frontline employees and senior employees.
Managers should therefore be engaged with further. e-Types should hold a series of consultations
and presentations with managers so that they have a chance to voice their opinions and can
come to understand the rationale behind the strategy.
E-Types can pilot the strategy – if this is successful then it will act as evidence in favour of the
strategy.

4. Communication
As mentioned, presentations and consultations will be helpful tool in communicating the strategy
vertically. Tools such as employee surveys, suggestion boxes and focus groups can also encourage
upwards communication. This will show that senior employees are listening to those on the
frontline.
Cross-functional teams ought to be organized by managers to encourage departments to work
together on implementing the strategy. This will help departments understand how the strategy
will impact one another, and how they can benefit from it.
The combination of the above should ensure effective communication of the new strategy, and
therefore reduces the likelihood of employees becoming disillusioned due to lack of information or
rumours.

5. Culture
For this strategy to succeed, e-Types will need to be able to consistently and constantly produce
high-quality, edgy designs which surprise clients
A new set of espoused values ought to be published, and employees who exhibit these values
should be rewarded. Those that fall short of the values should be coached.
As innovation is essential, failure should be celebrated. Each failure can act as a case study from
which employees learn.
They should set aside 20% of employees time to work in cross-functional teams which are at the
cutting edge of their work. This would show that the company truly values their values and would
push employees further than they may with a regular client.