1. The strategist:
An ever-evolving
profession
ISSAM HEDDAD
STRATEGY DIRECTOR, TP1

2. Today,
we’re talking about agility,
complexity
and emergence.
Concepts that have changed
how I work.

3. Oh, strategy!
It’s everywhere, in every
decision we make, for better
and for worse...

4. The problem with strategic
decisions:
MAJORITY
OF STRATEGIC
DECISIONS
WORSE BETTER

5. WHAT IS STRATEGY?

9. EVERYTHING would be EASIER IF THE
world was STABLE & PREDICTABLE.
But it isn’t.
Especially where the Internet is
involved.

10. Everything is faster
AND more complex on
the web.

14. Desynchronization:
38% of advertisers have 3 or
more agencies managing their
interactive account. 03/2013

15. New professions
Game developers
Big data developers
Narrative designers
Behavioural economists
...and other obscure
professions.

18. SPEED
‣ Testing
‣ Prototyping
‣ Evaluating hypotheses

19. There’s a difference between a
complicated problem and a complex
problem.

20. Complexity depends on the number of
components in your system.
The more components you have, the more
complex the system.

21. The cynefin framework
This model uses systems theory to help
us identify different types of problems
and how to respond to each.

22. COMPLICATEDSIMPLE COMPLEX
cause is known cause is identifiable cause is unknown
✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICES
The cynefin framework

23. COMPLICATEDSIMPLE COMPLEX
optimize a web page redesign a website develop an ecosystem
of interconnected
services
✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICES
The cynefin framework
Two other states exist: chaotic and disorganized. But you don’t want to go there...

24. (any choice) requires one part
analysis and one part decision-
making process.
Making a choice

25. Strategy always prioritized research and
analysis.
But that’s because information was hard to
find back then. Today, INFORMATION is
abundant. There’s probably TOO MUCH.
Research and analysis

26. A study by Mckinsey has shown that
process is 6X more important than analysis.
✔ So why do we always focus on analysis when it’s the actual
process that has all the value?
ANALYSIS VS. PROCESS

28. Some paths and
recommendations for making
good strategic decisions in a
fast-paced and complex
world:

29. YOU MUST ACCEPT THAT
STRATEGY IS AN ITERATIVE
PROCESS AND THAT SOME OF IT
CANNOT BE PLANNED.

30. This is a lean start-up concept.
What is the minimum product...
...that can gather maximum insights?
... from clients and consumers?
Minimum viable product

31. THE MINIMUM VIABLE strategy
✔ Strategy is iterative
✔ Based on multidisciplinary teams
✔ Enables adaptation to changes
AND testing new ground

32. Emerging STRATEGY
“Put your people first and enable them
to make changes. Then sit back and
watch the magic happen.”
— Ranae Heuer, Managing Director, Big Spaceship

33. SIMPLIFIED FOREST
ECOSYSTEM

34. Strat Design Account Dev
STRAT
DESIGN
ADVS
DEV

35. Team 1 Team 2 Team 3 Team 4
TEAM 1
TEAM 2
TEAM 3
TEAM 4

37. THIS CAN WORK IF THERE IS TRUE
COLLABORATION BETWEEN
EVERYONE INVOLVED.

40. To summarize...
Strategy is about making choices.
Agile strategy is about making decisions AND
working within a multidisciplinary team
every day.

41. First steps
1. Create MULTIDISCIPLINARY TEAMS
2. Integrate strategic thinking IN EACH TEAM
3. EMPOWER people - it works magic!
4. Develop MINIMUM VIABLE strategies
5. Invent NEW PROCEDURES

42. THANK YOU!
ISSAM@TP1.CA
@ISSAMHEDDAD
@tp1