3. Uncommon Sense Required To Win

4. Who Wins?
New Insights & Unique Data
over
Scale and Experience.

5. Markets are Imperfect
Discovery, Enterprise &
Differentiation
over
Processes & Systems

6. Profits?
Practices drawn on Insights
over
“Best Practices” drawn from economics
and social sciences

7. Differentiation?
States of Knowledge
over
Forms of Ideology

8. In a nutshell- A Trek!
Market-based competition is a
discovery process
Objective is asymmetric knowledge
Explorer in an Effective Organization

9. 1) Winners & Losers
“Dare to think for yourself”
There is no standard way of winning
Strategy is the art of first-hand thinking
Theories cannot replace Insights

10. Firms outperform
their competitors by
aiming to be different,
not better
“Don’t be the best of the best.
Be the only one who does what you do.”
- Jerry Garcia

11. Losers look to
competitive
benchmarks than to
their own imagination
“Best practice is not the best strategy”
- McKinsey & Company

12. Losers define strategy
as cost competitiveness
& seek efficiency
through cost reduction
“Be a price-maker, not a price-taker”
- Jules Goddard & Tony Eccles

13. Winners are
motivated more by
meeting a need than a
target
“The purpose of a business is
to create a customer”
- Peter Drucker

14. The difference is less
your aims and more
your methods
“Performance is a return on right
beliefs, not right intentions”
- Jules Goddard & Tony Eccles

15. The greatest threats
to corporate
performance are
internal, not external
“We are what we repeatedly do.”
- Aristotle

16. It is better to be first
than it is to be better
“Losers are typified by the catch-up
strategy of a better product
at a lower price”
- Jules Goddard & Tony Eccles

17. Success is its own
multiplier
“I’ll have what she’s having,”
- Meg Ryan

18. Most marketing
efforts serve only to
reinforce
the status quo
“Buying habits die hard,”
- Jules Goddard & Tony Eccles

19. 2) Strategy & Tactics
Competitive Advantage
=
Corporate Individuation
Individuation =
Inventiveness + Discovery

20. A strategy is not a
plan of attack but an
idea under study
“A strategy is a purposive sequence of
decisions inferred from a unique belief
system or world view.”
- Jules Goddard & Tony Eccles

21. The measure of a
strategy is not its
ambition but its truth
“Pioneering practices become best
practices, which in turn become
standard practices.”
- Jules Goddard & Tony Eccles

22. The greatest barriers
to competition are
personal & cognitive
“Winning strategies are best protected
by their own heretical status.”
- Jules Goddard & Tony Eccles

23. Wealth-creating
actions are driven
more by curiosity
than by targets
“Go beyond the prevailing
state of knowledge.”
- Jules Goddard & Tony Eccles

24. Effective strategy is as
likely to flow from
action as to lead to
action
“What comes first- thought or action?”
- Jules Goddard & Tony Eccles

25. Strategic breakthroughs
are more likely to arise
from adhocracy than a
formal planning process
“Success has many fathers,
failure is an orphan”
- Jules Goddard & Tony Eccles

26. Creative people give
themselves more time
to solve problems
“Poet, Artist, Logician and the Scientist,”
- Jules Goddard & Tony Eccles

27. Strategy is more
dependent on
courage & humility
than
talent & charisma

28. 3) Organization &
Management
Stereotypical responses to pressure
serve only to increase the pressure

29. Balance the virtues of
Control & Learning
Beliefs -> Targets -> Measures -> Rewards
Beliefs -> Questions -> Ideas -> Experiments
- Jules Goddard & Tony Eccles

30. The internet is
disintermediating
management
“Draw upon more diverse talent pools,
Co-create with customer & user groups,
Relinquish control & work practices”
- Jules Goddard & Tony Eccles

31. The need for
extraordinary
management suggests
a poorly designed
organization

32. Companies
underestimate the
power of intrinsic
motivation
“Autonomy. Mastery. Connectedness.”
- Jules Goddard & Tony Eccles

33. “Find Leaders
Build Teams
Engage Employees
Forecast Outcomes
Pricing Options
Detect Waste
Pick Winners”
- Jules Goddard & Tony Eccles

35. References
Uncommon Sense, Common Nonsense
(Jules Goddard and Tony Eccles)
Mashable.com
TheMuse.com

36. @sushrutmunje
Founder & MD
Hammer and Mop