The document discusses the elements of strategy, including principles, mission, goals, situation, and tactics. It provides examples comparing the strategies of Dominic Cummings and Genghis Khan. Cummings aimed to win the Brexit referendum and targeted non-voters with emotionally charged messages. Khan sought to become sole ruler of the plains by unifying allies and creating a council of leaders. Both achieved their goals, with Cummings winning the referendum and Khan founding the largest contiguous empire in history. The document also discusses defining a digital workplace strategy and positioning an intranet within a company's overall digital ecosystem.

1. The elements of
strategy
Fintan Galvin
CEO
@suncao
fintan@invotra.com
Https://www.invotra.com

2. A set of choices that
achieve an overall
mission
Strategy

3. Structure
Principles
Mission
Goal
Situation
Strategy
Tactic

4. Ours
Principles Service 1st, Give clients control, Be fair
Mission
Be the UK’s no. 1 choice for intranets
and portals
Goal
Give customers total flexibility to create
awesome experiences
Situation Resources, Time, Leverage, Context
Strategy
Be obsessive about embedding
customer focus in our Culture
Tactic
- Product team to meet with all
clients monthly
- Whole company to attend monthly
service reviews

5. Cummings V Khan

6. Who?
Dominic Cummins Genghis Khan
British political
strategist
Founder of the
Mongol Empire

7. Beliefs
*Dominic Cummins Genghis Khan
Meritocracy, Speed,
New Technology,
Ideas, Data, Fear
Meritocracy, Speed,
New technology,
Ideas, Data, Fear
Unification of allies,
Loyalty
*This is all guesswork on my part to illustrate a point

8. Mission
*Dominic Cummins Genghis Khan
Make England a
superpower again
Make mongols the
rulers of the world
*This is all guesswork on my part to illustrate a point

9. Goal
Dominic Cummins Genghis Khan
Win the referendum
Become sole ruler of
the plains

10. Situation
Cummins Genghis Khan
Context: Greece,
Immigration, Euro
Resources : Limited
Time : 2 years
Leverage : Data
Context: Disparate
mongols tribes
Resources : Limited
Time : Seasons
Leverage : Training

11. Strategy
*Dominic Cummins Genghis Khan
Target the non-voting
with emotionally
connected messages
Give power in return
for loyalty

12. Tactics
Dominic Cummins Genghis Khan
Drive a bus around
with an emotionally
charged message.
Over 1 Billion highly
targeted ads in the
last 3 days
Units appointed their
own leaders.
Create the council of
leaders.

13. Outcome
Dominic Cummins Genghis Khan
Cummins won the
Brexit campaign
Genghis laid the
foundation for the
largest contiguous
empire in history

14. Digital Workplace strategy

15. “We only use Google”
or
“We are a Microsoft house”
Are not Digital workplace strategies

16. An intranet is not a digital workplace!

17. What is?

18. Everything digital in your work life

19. A Digital Workplace is made up by a
digital Ecosystem

20. So where does the intranet fit within the
Digital Ecosystem?

21. Digital
workplace
Principles
Be a great employer, Deliver what the
customers need, Be socially responsible
Mission Be the no.1 Golf Retailer in the world
A Goal Be the most digitally enabled golf retailer
Situation
● We have cash, but need to beat our
competitors to the punch.
● We have an young Golf tech minded
staff.
Strategy
Free up staff to help shoppers by
bringing in automated tills
Tactic
● RFID enable all stock
● Rollout of the tills

22. Intranet
Principles
Be a great employer, Deliver what the
customers need, Be socially responsible
Mission Be the no.1 Golf Retailer in the world
A Goal Be the most digitally enabled golf retailer
Situation
● People are wasting time using on
avg. 12 different systems with 12
different UX implementations.
● We have a flexible intranet
Strategy
Use the intranet as the primary
interface
Tactic
● Develop integrations with key
systems first
● Engage users to see how this new
world would work for them

23. Our View

24. Intranets are the most flexible systems in
any ecosystem.
This makes it harder to draw strategic
lines.

25. Make the strategic decision

26. Fintan Galvin
CEO
Twitter: @suncao
fintan@invotra.com
Https://www.invotra.com
Thanks for listening