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50 WAYS TO BE YOUR BEST
WHAT’S IT ALL ABOUT?
50 WAYS TO SOLVE TRICKY
BUSINESS ISSUES
SEVEN STRATEGY AREAS
1. COMMERCIAL
2. BRAND
3. CUSTOMER
4. SALES
5. PEOPLE
6. INNOVATION
7. COMMUNICATION
WHAT IS STRATEGY?
1. COMMERCIAL: Will this make money?
2. BRAND: Do people like us?
3. CUSTOMER: How do we reach them?
4. SALES: Can we generate enough?
5. PEOPLE: Will our staff make it happen?
6. INNOVATION: Do we have smart new ideas?
7. COMMUNICATION: How do we explain it?
THE SMART STRATEGY BOOK
• Winning aspiration?
• Where to play?
• How to win in chosen
markets?
• Capabilities needed?
Smart Strategy Warning
Too many priorities
• What do we want to do?
• What do we need to do?
• What is possible?
• When should we react?
Smart Strategy Warning
Don’t plan before thinking
• A number is not a strategy
• The hard art of standing
apart
• Concrete and aspirational
• How will we know when
we’re done?
Smart Strategy Warning
Avoid wishful thinking
• Who has done this
before?
• Ooch – run small tests
• Range of outcomes?
• Admit if you are wrong
Smart Strategy Warning
Don’t go narrow early
• Ask everyone first
• Find pockets of expertise
• Remove structural fog
• Leave your desk
Smart Strategy Warning
Strategy isn’t just for strategists
• Identify the nonsense
• Find uncommon sense
• Forget the competition
• Ignore the HIPPO
Smart Strategy Warning
Don’t box tick
• Identify your bull’s-eye
• Work out the NEMO
• Remove everything else
Smart Strategy Warning
No multiple objectives
THE SMART STRATEGY BOOK
• Map the market
• What are the factors?
• What direction is needed?
• Where is the opportunity?
Smart Strategy Warning
Don’t follow fool’s gold
• What don’t we know?
• What is the challenge?
• Are we all thinking the
same?
• Reinterpret the brief?
Smart Strategy Warning
Don’t use old assumptions
• Do we have a brief?
• Have we asked why?
• Do we have WYSIATI?
• Are we feeling or thinking?
Smart Strategy Warning
Don’t rely on limited evidence
• Have we diverged?
• Have we converged?
• What might happen?
• What if your company
didn’t exist?
Smart Strategy Warning
Don’t toe the company line
• Is it all too neat?
• Strong or weak filters?
• Are we empowered?
• What is the adjacent
possible?
Smart Strategy Warning
Don’t remove messiness
• Less is better
• What is Minimum Viable
Progress?
• What is the priority?
• Can we do a reverse pilot?
Smart Strategy Warning
Don’t make it long-winded
• What kind of thing?
• What can we copy?
• What might it look like?
• How would we apply it?
Smart Strategy Warning
Don’t just steal blindly
THE SMART STRATEGY BOOK
• What do they really think?
• Have we led the witness?
• Trustworthy data?
• Can we live test?
Smart Strategy Warning
Don’t accept all research
• Is there a gap?
• Are they on autopilot?
• What can we trigger?
• Do we understand this?
Smart Strategy Warning
Don’t assume people will just
do what you want
• Delighting people doesn’t
work
• Satisfaction = loyalty?
• Are we driving disloyalty?
• What needs to change?
Smart Strategy Warning
Don’t annoy customers
• Are customers leaving?
• Who are they telling?
• What behaviour can we
predict?
• What interventions might
help?
Smart Strategy Warning
Don’t assume satisfaction
• Understand service recovery
• Recovered = stronger
• What often goes wrong?
• What can we do next?
Smart Strategy Warning
Don’t panic when things go
wrong
• What automatic decisions
do customers make?
• What are their defaults?
• What errors can we
anticipate?
• What can we re-engineer?
Smart Strategy Warning
Don’t assume rational behaviour
• How can we appeal to
better nature?
• What small change can
we make?
• What effect might result?
Smart Strategy Warning
Don’t always think big
THE SMART STRATEGY BOOK
• How do we sell?
• Do customers know more
than we do?
• Are we framing?
• Ambivert selling?
Smart Strategy Warning
Don’t leave selling to sales
• Do we challenge?
• Do we differentiate?
• Do we tailor?
• What should we change?
Smart Strategy Warning
Don’t hard sell
• Are we too cheerful?
• What can we reframe?
• What makes it more
difficult?
• What can we solve?
Smart Strategy Warning
Don’t be too optimistic
• What’s the grabber?
• Where is the pain?
• What can we prove?
• Remove the bed of nails
Smart Strategy Warning
Don’t tell too long a story
• Are we obsessed with new
business?
• How can we improvise with
existing customers?
• Are we looking after old
business?
Smart Strategy Warning
Don’t just chase new business
• Are we mass or niche?
• What is weird about our
product or customers?
• What oddness can we
celebrate?
Smart Strategy Warning
Don’t sell everything to everyone
• Do we have a gap?
• How do we bridge it?
• Too many features?
• Too many opinions?
Smart Strategy Warning
Don’t overcomplicate things
THE SMART STRATEGY BOOK
• Numbers don’t motivate
• Staff communication?
• Staff views?
• Purpose and principles?
Smart Strategy Warning
Don’t emphasize numbers
• What can we influence?
• Absolute or relative?
• Feedback and adjust fast?
• Err on what side?
Smart Strategy Warning
Don’t assume people get it
• Why do we exist?
• How do we behave?
• What is most important?
• Who must do what?
Smart Strategy Warning
Don’t ignore the basics
• Clear goals?
• Immersed in activities?
• Enjoying immediate
experience?
• Truly engaged?
Smart Strategy Warning
Don’t interrupt people in flow
• Dysfunctional teams?
• Absence of trust?
• Fear of conflict?
• Team analysis?
Smart Strategy Warning
Don’t assume they agree
• Autonomy?
• Mastery?
• Purpose?
• What can you master?
Smart Strategy Warning
Don’t allow passive
aggression
• Tell them what not how
• Provide organized space
• Connect with clever peers
• Shelter from
organizational rain
Smart Strategy Warning
Don’t underestimate clevers
THE SMART STRATEGY BOOK
• Must meet a customer
and company need
• Resource constraints?
• Growth goals?
• Multi-disciplinary teams
Smart Strategy Warning
Don’t suspend money
questions
• Systematic Inventive
Thinking
• Subtract, divide, multiply
• Task unification?
• Describe it in 5 words
Smart Strategy Warning
Don’t take anything for
granted
• Forget products
• How is this a service?
• Customer ideas?
• External ideas?
Smart Strategy Warning
Avoid the commodity trap
• Something different that
has impact
• What if?
• Provoke and prototype
• Who is the protagonist?
Smart Strategy Warning
Don’t stifle provocateurs
• Do everything at once
• How many ideas have we
got?
• How many can we do free?
• How fast can we adjust?
Smart Strategy Warning
Don’t limit effort to one thing
• Is there a true need?
• Do the numbers work?
• Does it matter?
• Learn and adjust fast
Smart Strategy Warning
Don’t spreadsheet dance
• Start with the customer
• What is cheapest or free?
• Who else can help?
• What can start-ups teach
us?
Smart Strategy Warning
Don’t rely on big budgets
THE SMART STRATEGY BOOK
• How brief can we be?
• Map, tell, talk, show
• Talk, actively listen,
converse
• Deep brevity wins
Smart Strategy Warning
Don’t be vague or lengthy
• What is the audience?
• What should our approach
be?
• What should our tone be?
• WIFM?
Smart Strategy Warning
Don’t broadcast blandly
• What social currency do we
have?
• What emotion can we elicit?
• Why should they agree?
• Why should they share?
Smart Strategy Warning
Don’t assume they’ll engage
• Get out of victim stage
• What is possible?
• Use constraint to spur better
thinking
• We can if…
Smart Strategy Warning
Don’t wallow in constraints
• What have we done?
• What can we tell people?
• What is overclaim?
• Should we change
something before
communicating anything?
Smart Strategy Warning
Don’t claim what isn’t true
• What is the audience?
• What is the right language?
• Have we rehearsed?
• What is our message on a
postcard?
Smart Strategy Warning
Don’t use cliché and jargon
• What mistakes are we
making?
• What is realistic?
• What do we need to clarify?
• Can we make it simpler?
Smart Strategy Warning
Don’t make fanciful claims

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THE SMART STRATEGY BOOK

  • 1. 50 WAYS TO BE YOUR BEST
  • 2. WHAT’S IT ALL ABOUT? 50 WAYS TO SOLVE TRICKY BUSINESS ISSUES
  • 3. SEVEN STRATEGY AREAS 1. COMMERCIAL 2. BRAND 3. CUSTOMER 4. SALES 5. PEOPLE 6. INNOVATION 7. COMMUNICATION
  • 4. WHAT IS STRATEGY? 1. COMMERCIAL: Will this make money? 2. BRAND: Do people like us? 3. CUSTOMER: How do we reach them? 4. SALES: Can we generate enough? 5. PEOPLE: Will our staff make it happen? 6. INNOVATION: Do we have smart new ideas? 7. COMMUNICATION: How do we explain it?
  • 6. • Winning aspiration? • Where to play? • How to win in chosen markets? • Capabilities needed? Smart Strategy Warning Too many priorities
  • 7. • What do we want to do? • What do we need to do? • What is possible? • When should we react? Smart Strategy Warning Don’t plan before thinking
  • 8. • A number is not a strategy • The hard art of standing apart • Concrete and aspirational • How will we know when we’re done? Smart Strategy Warning Avoid wishful thinking
  • 9. • Who has done this before? • Ooch – run small tests • Range of outcomes? • Admit if you are wrong Smart Strategy Warning Don’t go narrow early
  • 10. • Ask everyone first • Find pockets of expertise • Remove structural fog • Leave your desk Smart Strategy Warning Strategy isn’t just for strategists
  • 11. • Identify the nonsense • Find uncommon sense • Forget the competition • Ignore the HIPPO Smart Strategy Warning Don’t box tick
  • 12. • Identify your bull’s-eye • Work out the NEMO • Remove everything else Smart Strategy Warning No multiple objectives
  • 14. • Map the market • What are the factors? • What direction is needed? • Where is the opportunity? Smart Strategy Warning Don’t follow fool’s gold
  • 15. • What don’t we know? • What is the challenge? • Are we all thinking the same? • Reinterpret the brief? Smart Strategy Warning Don’t use old assumptions
  • 16. • Do we have a brief? • Have we asked why? • Do we have WYSIATI? • Are we feeling or thinking? Smart Strategy Warning Don’t rely on limited evidence
  • 17. • Have we diverged? • Have we converged? • What might happen? • What if your company didn’t exist? Smart Strategy Warning Don’t toe the company line
  • 18. • Is it all too neat? • Strong or weak filters? • Are we empowered? • What is the adjacent possible? Smart Strategy Warning Don’t remove messiness
  • 19. • Less is better • What is Minimum Viable Progress? • What is the priority? • Can we do a reverse pilot? Smart Strategy Warning Don’t make it long-winded
  • 20. • What kind of thing? • What can we copy? • What might it look like? • How would we apply it? Smart Strategy Warning Don’t just steal blindly
  • 22. • What do they really think? • Have we led the witness? • Trustworthy data? • Can we live test? Smart Strategy Warning Don’t accept all research
  • 23. • Is there a gap? • Are they on autopilot? • What can we trigger? • Do we understand this? Smart Strategy Warning Don’t assume people will just do what you want
  • 24. • Delighting people doesn’t work • Satisfaction = loyalty? • Are we driving disloyalty? • What needs to change? Smart Strategy Warning Don’t annoy customers
  • 25. • Are customers leaving? • Who are they telling? • What behaviour can we predict? • What interventions might help? Smart Strategy Warning Don’t assume satisfaction
  • 26. • Understand service recovery • Recovered = stronger • What often goes wrong? • What can we do next? Smart Strategy Warning Don’t panic when things go wrong
  • 27. • What automatic decisions do customers make? • What are their defaults? • What errors can we anticipate? • What can we re-engineer? Smart Strategy Warning Don’t assume rational behaviour
  • 28. • How can we appeal to better nature? • What small change can we make? • What effect might result? Smart Strategy Warning Don’t always think big
  • 30. • How do we sell? • Do customers know more than we do? • Are we framing? • Ambivert selling? Smart Strategy Warning Don’t leave selling to sales
  • 31. • Do we challenge? • Do we differentiate? • Do we tailor? • What should we change? Smart Strategy Warning Don’t hard sell
  • 32. • Are we too cheerful? • What can we reframe? • What makes it more difficult? • What can we solve? Smart Strategy Warning Don’t be too optimistic
  • 33. • What’s the grabber? • Where is the pain? • What can we prove? • Remove the bed of nails Smart Strategy Warning Don’t tell too long a story
  • 34. • Are we obsessed with new business? • How can we improvise with existing customers? • Are we looking after old business? Smart Strategy Warning Don’t just chase new business
  • 35. • Are we mass or niche? • What is weird about our product or customers? • What oddness can we celebrate? Smart Strategy Warning Don’t sell everything to everyone
  • 36. • Do we have a gap? • How do we bridge it? • Too many features? • Too many opinions? Smart Strategy Warning Don’t overcomplicate things
  • 38. • Numbers don’t motivate • Staff communication? • Staff views? • Purpose and principles? Smart Strategy Warning Don’t emphasize numbers
  • 39. • What can we influence? • Absolute or relative? • Feedback and adjust fast? • Err on what side? Smart Strategy Warning Don’t assume people get it
  • 40. • Why do we exist? • How do we behave? • What is most important? • Who must do what? Smart Strategy Warning Don’t ignore the basics
  • 41. • Clear goals? • Immersed in activities? • Enjoying immediate experience? • Truly engaged? Smart Strategy Warning Don’t interrupt people in flow
  • 42. • Dysfunctional teams? • Absence of trust? • Fear of conflict? • Team analysis? Smart Strategy Warning Don’t assume they agree
  • 43. • Autonomy? • Mastery? • Purpose? • What can you master? Smart Strategy Warning Don’t allow passive aggression
  • 44. • Tell them what not how • Provide organized space • Connect with clever peers • Shelter from organizational rain Smart Strategy Warning Don’t underestimate clevers
  • 46. • Must meet a customer and company need • Resource constraints? • Growth goals? • Multi-disciplinary teams Smart Strategy Warning Don’t suspend money questions
  • 47. • Systematic Inventive Thinking • Subtract, divide, multiply • Task unification? • Describe it in 5 words Smart Strategy Warning Don’t take anything for granted
  • 48. • Forget products • How is this a service? • Customer ideas? • External ideas? Smart Strategy Warning Avoid the commodity trap
  • 49. • Something different that has impact • What if? • Provoke and prototype • Who is the protagonist? Smart Strategy Warning Don’t stifle provocateurs
  • 50. • Do everything at once • How many ideas have we got? • How many can we do free? • How fast can we adjust? Smart Strategy Warning Don’t limit effort to one thing
  • 51. • Is there a true need? • Do the numbers work? • Does it matter? • Learn and adjust fast Smart Strategy Warning Don’t spreadsheet dance
  • 52. • Start with the customer • What is cheapest or free? • Who else can help? • What can start-ups teach us? Smart Strategy Warning Don’t rely on big budgets
  • 54. • How brief can we be? • Map, tell, talk, show • Talk, actively listen, converse • Deep brevity wins Smart Strategy Warning Don’t be vague or lengthy
  • 55. • What is the audience? • What should our approach be? • What should our tone be? • WIFM? Smart Strategy Warning Don’t broadcast blandly
  • 56. • What social currency do we have? • What emotion can we elicit? • Why should they agree? • Why should they share? Smart Strategy Warning Don’t assume they’ll engage
  • 57. • Get out of victim stage • What is possible? • Use constraint to spur better thinking • We can if… Smart Strategy Warning Don’t wallow in constraints
  • 58. • What have we done? • What can we tell people? • What is overclaim? • Should we change something before communicating anything? Smart Strategy Warning Don’t claim what isn’t true
  • 59. • What is the audience? • What is the right language? • Have we rehearsed? • What is our message on a postcard? Smart Strategy Warning Don’t use cliché and jargon
  • 60. • What mistakes are we making? • What is realistic? • What do we need to clarify? • Can we make it simpler? Smart Strategy Warning Don’t make fanciful claims