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„There„s no good
 just being better,
      ...you got to be
            different.“
                     Charles Handy
The Quest for New Growth


    A Framework for Strategic Innovation




2   © Marc Sniukas   June 2009
The Agenda


   Why do we need a new approach?
   What‘s Strategic Innovation?
   The Content
   The Process
   The C...
Why do we need a new
approach?


4   © Marc Sniukas   June 2009
What‘s wrong with strategy today?


Content
       Too much focus on best practices, operational effectiveness and increm...
The solution...?



6   © Marc Sniukas   June 2009
Strategic Innovation



7   © Marc Sniukas   June 2009
New
                                 Mind Set



                                            Different

What is           ...
The outcome


                                 Differentiation


                                       New
            Ne...
The dimensions




                                  Content         Process




                                         ...
How to enable
Strategic Innovation?


11   © Marc Sniukas   June 2009
Continously ask
questions...


12   © Marc Sniukas   June 2009
Which questions?



13   © Marc Sniukas   June 2009
What business
                                   are we in?




                                  The Content of       Who...
„Starbucks is not in the
 coffee business.“
              Howard Schultz, Chairman Starbucks Inc.
Redefining the
Business


16   © Marc Sniukas   June 2009
The Business Definition




         The way things
            get done                              An
         „around ...
Redefining the Business



     Switch the                      From beating competition to being different
     Strategi...
Redefining the Business
Challenging your mental models & conventional wisdom


    What are the main industry assumptions...
„Put simply, the right way
 to define a good customer
 is to pick a definition that
 suits you better than it
 does your ...
Redefining the
Market


21   © Marc Sniukas   June 2009
Which customers to target?


                                         existing      noncustomers (2nd and 3rd tier)

    ...
Redefining the Market
Challenging your mental models & conventional wisdom


    Who are currently your costumers?
    W...
„...ferret out what
 customers really want
 (instead of what they
 say they want).“
                   Andrall E. Pearson
Redefining the
Product


25   © Marc Sniukas   June 2009
How to redefine the product?



                                                    start anew, or use existing assets
   ...
Changing key elements of product, service, and
delivery

What factors should be...?


                                  re...
Looking for inspiration?




28   © Marc Sniukas   June 2009
Redefining the product


    Which of your assets, capabilities, and core competencies are truly unique?
    Which of th...
Redefining the product


    What do companies in similar or even completely different industries or countries offer?
  ...
Where do you create value...?


                                                  The Six Stages of the Buyer Experience C...
“Business model
 innovation matters and
 it is a top priority of
 CEOs.”
         Expanding the Innovation Horizon The Gl...
Redefining the
Business Model


33   © Marc Sniukas   June 2009
What‘s your business model like?



                                                               (co-creating) experienc...
Redefining the business model


    How do you reach your customers?
    How easy or difficult is it for the customer to...
Redefining the business model


    Is your price affordable by the mass of buyers?
    How creatively do you work with ...
The Strategic Innovation Profile




37   © Marc Sniukas   June 2009
...and think through the
issues in a creative
way.

38   © Marc Sniukas   June 2009
How?



39   © Marc Sniukas   June 2009
Visualizing strategy                                        Generating ideas
 strategy canvas                            ...
„First we shape our
 environments, then our
 environments shape
 us.“
                   Winston Churchill
Is there a context that
favors strategic
innovation?

42   © Marc Sniukas   June 2009
The Organizational Context of Strategic Innovation


    Research has shown that
     strategically innovative companies
...
Characteristics of Strategically Innovative Companies
Culture                           Questioning attitude
             ...
What can be done?



45   © Marc Sniukas   June 2009
Making Innovation everybody‘s everday job


    Make innovation a central topic in leadership development programs
    S...
Enabling Strategic Innovation: First Steps


    Take and allow time for creativity and slack.
    Encourage and motivat...
Questions for discussion


1. Can you think of any companies that routinely experiment with strategic
   innovation?


2. ...
Want more?



49   © Marc Sniukas   June 2009
www.sevenprophets.com



50   © Marc Sniukas   June 2009
A presentation by
marc@sniukas.com
www.sniukas.com




51   © Marc Sniukas   June 2009
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How to redefine the product? What is Strategic Innovation?

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How to redefine the product?



start anew, or use existing assets
focus on existing assets 
in a new way
single product or service  total solution, bundling
emotional appeal and
functional appeal 
experiences
focus on function fulfilled and the
focus on product 
job-to-be-done
raise, reduced, create, eliminate
build new features 
selectively




26 © Marc Sniukas June 2009

Published in: Technology, Business
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