The strategist: An ever-evolving profession

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In a world increasingly dominated by speed and complexity, strategy, as we know it, is struggling to keep up. So what is the new role of strategist and how strategy bring out a new practical way to solve the problems of today and tomorrow?

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The strategist: An ever-evolving profession

  1. The strategist:An ever-evolvingprofessionISSAM HEDDADSTRATEGY DIRECTOR, TP1
  2. Today,we’re talking about agility,complexityand emergence.Concepts that have changedhow I work.
  3. Oh, strategy!It’s everywhere, in everydecision we make, for betterand for worse...
  4. The problem with strategicdecisions:MAJORITYOF STRATEGICDECISIONSWORSE BETTER
  5. WHAT IS STRATEGY?
  6. EVERYTHING would be EASIER IF THEworld was STABLE & PREDICTABLE.But it isn’t.Especially where the Internet isinvolved.
  7. Everything is fasterAND more complex onthe web.
  8. Desynchronization:38% of advertisers have 3 ormore agencies managing theirinteractive account. 03/2013
  9. New professionsGame developersBig data developersNarrative designersBehavioural economists...and other obscureprofessions.
  10. SPEED‣ Testing‣ Prototyping‣ Evaluating hypotheses
  11. There’s a difference between acomplicated problem and a complexproblem.
  12. Complexity depends on the number ofcomponents in your system.The more components you have, the morecomplex the system.
  13. The cynefin frameworkThis model uses systems theory to helpus identify different types of problemsand how to respond to each.
  14. COMPLICATEDSIMPLE COMPLEXcause is known cause is identifiable cause is unknown✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICESThe cynefin framework
  15. COMPLICATEDSIMPLE COMPLEXoptimize a web page redesign a website develop an ecosystemof interconnectedservices✔ GOOD PRACTICES✔ BEST PRACTICES ✔ EMERGING PRACTICESThe cynefin frameworkTwo other states exist: chaotic and disorganized. But you don’t want to go there...
  16. (any choice) requires one partanalysis and one part decision-making process.Making a choice
  17. Strategy always prioritized research andanalysis.But that’s because information was hard tofind back then. Today, INFORMATION isabundant. There’s probably TOO MUCH.Research and analysis
  18. A study by Mckinsey has shown thatprocess is 6X more important than analysis.✔ So why do we always focus on analysis when it’s the actualprocess that has all the value?ANALYSIS VS. PROCESS
  19. Some paths andrecommendations for makinggood strategic decisions in afast-paced and complexworld:
  20. YOU MUST ACCEPT THATSTRATEGY IS AN ITERATIVEPROCESS AND THAT SOME OF ITCANNOT BE PLANNED.
  21. This is a lean start-up concept.What is the minimum product......that can gather maximum insights?... from clients and consumers?Minimum viable product
  22. THE MINIMUM VIABLE strategy✔ Strategy is iterative✔ Based on multidisciplinary teams✔ Enables adaptation to changesAND testing new ground
  23. Emerging STRATEGY“Put your people first and enable themto make changes. Then sit back andwatch the magic happen.”— Ranae Heuer, Managing Director, Big Spaceship
  24. SIMPLIFIED FORESTECOSYSTEM
  25. Strat Design Account DevSTRATDESIGNADVSDEV
  26. Team 1 Team 2 Team 3 Team 4TEAM 1TEAM 2TEAM 3TEAM 4
  27. THIS CAN WORK IF THERE IS TRUECOLLABORATION BETWEENEVERYONE INVOLVED.
  28. To summarize...Strategy is about making choices.Agile strategy is about making decisions ANDworking within a multidisciplinary teamevery day.
  29. First steps1. Create MULTIDISCIPLINARY TEAMS2. Integrate strategic thinking IN EACH TEAM3. EMPOWER people - it works magic!4. Develop MINIMUM VIABLE strategies5. Invent NEW PROCEDURES
  30. THANK YOU!ISSAM@TP1.CA@ISSAMHEDDAD@tp1

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