This interactive webinar explores approaches to setting up your strategy and plans for effective execution, and discover some simple tools and tips to help keep you accountable and improve the likelihood of achieving success.

1. Tools & Tips to help you get traction with
Execution of Strategy
1
James Atkins
October 2014

2. A mediocre strategy well
executed is better than a great
strategy poorly executed
2

3. A mediocre strategy well
executed is better than a great
strategy poorly executed
3
What a cop out!

4. Four Key Elements
1. Making Choices
2. Aligning Everyone
3. Setting Priorities
4. Creating Accountability
4
1. Making Choices
2. Aligning Everyone
3. Setting Priorities
4. Creating Accountability

5. • ZZZ
5

6. 6

7. Competitive Advantage
Marketing Strategy
Strategic Planning Model
7
Operations Strategy
Financial
Strategy
Innovation
Strategy
Human
Resource
Strategy

8. 8

9. 5 Sets of Choices
9 Source – Lafley & Martin, Playing to Win

10. 10

11. Old Strategy: Playing to Play
What is our
winning
aspiration?
Where will we
play?
• To play in the global skin-care category
• To turn from a shrinking position to a growing one, improving from $750 million in
sales
• Customers: Women ages 50 and older
• Channel: Sold through discount retailers, grocery, and drugstores
• Product: Low-price skin-care products (cleanser, moisturizer, beauty bar, body wash)
• Geography: Different brands and products by country/region
11
• Partnering systems
• Channel and consumer metrics
How will we
win?
What
capabilities
must be in
place?
What
management
systems are
required?
• Leverage scale behind an array of products, widely available
• “Classic” brand positioning
• Product-based innovation (development of line extensions)
• Strong retail relationships

12. New Strategy: Playing to Win
• Customers: Target younger women just noticing the first signs of aging
• Channel: Sell through mass channels (best customers)
• Product: New products and formulations that fight multiple signs of aging
• Geography: Consistent global brand
• Win convincingly in skin-care segment
• Build a pillar for the beauty-care business
What is our
winning
aspiration?
Where will we
play?
12
• Move upmarket in product, price, and promotion
• Establish “masstige” channel presence
• Innovation (in product, distribution, packaging)
• Consumer understanding
• Go-to-market approaches
• Partnering
• Partnering systems
• Channel and consumer metrics
How will we
win?
What
capabilities
must be in
place?
What
management
systems are
required?

13. Getting started...
1. Map out your current strategy – not what you
want it to be, but what it actually is!
2. Identify key strategic challenges and opportunities
facing you and your market
3. Develop where to play and how to win options to
address
4. Debate, discuss, argue – make choices
5. Reframe your strategy – in whole or in part to take
advantage of these challenges and opportunities
13
1. Map out your current strategy – not what you
want it to be, but what it actually is!
2. Identify key strategic challenges and opportunities
facing you and your market
3. Develop where to play and how to win options to
address
4. Debate, discuss, argue – make choices
5. Reframe your strategy – in whole or in part to take
advantage of these challenges and opportunities

14. Exercise – Your Strategy Today
1) Write down some of your current choices
• Where you Play
• How you Win?
2) Is it distinctive –are you playing to play or playing to win?
14
1) Write down some of your current choices
• Where you Play
• How you Win?
2) Is it distinctive –are you playing to play or playing to win?

15. Aligning everyone

16. On the strategic choices…
Corporate
Level
Corporate
Level
Strategic
Group
Strategic
Group
How to Win
Winning
Aspiration
Capabilities
Where to
Play
Winning
Aspiration
Where to
Play
Strategic
Group
Individual
Business
Individual
Business
Management
SystemsHow to Win
Management
Systems
Capabilities
Where to
Play
How to Win
Management
Systems
Winning
Aspiration
Capabilities
Where to
Play
16

17. On your business priorities…
17

18. 18 Image source - idealistcareers.org

19. 19

20. Exercise – Your Top Priorities
1) Brainstorm all the priorities you are focused on at the moment
2) Think forward three or six months – what is critical for you to
have achieved by then
• what are the top 3-5 – no more?
• which is the most critical to achieve?
20
1) Brainstorm all the priorities you are focused on at the moment
2) Think forward three or six months – what is critical for you to
have achieved by then
• what are the top 3-5 – no more?
• which is the most critical to achieve?

21. 21 Image source: resultsresults.co.uk

22. Not another meeting…
22

23. It’s all about purpose and structure…
Daily Weekly Monthly Quarterly Annual
Purpose Operations Tactics Performance Priorities Strategy
23
Agenda •Communication
•Connections
•Obstacles
•No solving
•Weekly
dashboard
•Remedial actions
•Priority barriers
•Integration
•Good news
•P&L
•KPI’s
•Priorities
progress
•Strategic issues
•Review last
period priorities
•Set next period
priorities
•Strategic issues
work outs
•How are we
working together?
•Review annual
performance
•Review and refine
strategy
•Set business
objectives
Time 5-10 mins 1 hour 2-3 hours ½ - 1 day 1-2 days
Creates Focus and Accountability

24. • Set clear KPI’s
• Track & report
progress
• Communicate
• Make visible
• Empower – real time
learning
Creating Accountability
24
• Set clear KPI’s
• Track & report
progress
• Communicate
• Make visible
• Empower – real time
learning

26. 26 Image source - karentweedy.com

27. Wrapping Up
1. Making Choices
2. Aligning Everyone
3. Setting Priorities
4. Creating Accountability
27
1. Making Choices
2. Aligning Everyone
3. Setting Priorities
4. Creating Accountability

28. 28

29. Tools & Tips to help you get traction with
Execution of Strategy
29
Questions?

30. Tools & Tips to help you get traction with
Execution of Strategy
30
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Contact: James Atkins
jatkins@vantagemarketing.com.au
+61 3 9836 0491
Copyright- Vantage Strategy & Marketing, 2014