how to restrategize your company in an economic crisis

transcript

HOW TO RESTRATEGIZE

YOUR COMPANY IN AN ECONOMIC CRISIS

UPDATED

AND EXPANDED

HOW TO RESTRATEGIZE

YOUR COMPANY IN AN ECONOMIC CRISIS

STOP FIGHTIN

START ADAPTING.

MY AIM IS TO MAKE THESE TWO MESSAGES STICK.

1. STOP FIGHTING.

2. START ADAPTING.

NOW YOU MIGHT WONDER:

STOP FIGHTING WHO?

STARTADAPTING

TO WHAT?

THOSE ARE GOOD QUESTIONS.

HOWEVER…

...FIRST THINGS FIRST.

DO YOU NEED TO

RESTRATEGIZE?

YOU HAVE A VISION.

YOU HAVE A

STRATEGY.

SO YOU KNOW WHERE YOU ARE.

AND YOU KNOW WHERE YOU ARE GOING.

RIGHT?

WRONG.

WE DID NOT KNOW THIS ECONOMIC CRISIS.

WE CAN ONLY ESTIMATE ITS IMPACT.

YOU WILL NEED TO

RESTRATEGIZE

AND I WILL EXPLAIN EXACTLY WHY.

BY USING A GENERAL MODEL OF A COMPANY.

Market

INTRODUCING A COMPANY STARTS WITH A MARKET

Market

Finance

THE FINANCIAL MARKET BEING A SPECIFIC PART OF THAT

Market

Competition

Finance

BUT IF THERE’S NO COMPETITION… THERE’S NO MARKET

Opportunities and threats

Market

Competition

Finance

A MARKET OFFERS OPPORTUNITIES AND THREATS

Market

Strategy

Competition

Finance

WHICH ARE INPUT TO THE STRATEGY OF A COMPANY

Market

Strategy

Mission

Vision

Competition

Finance

THIS INCLUDES A COMPANY’S MISSION AND VISION

Market

Strategy Opportunities and threats

Design

Mission

Vision

Competition

Finance

AND IF STRUCTURE FOLLOWS, STRATEGY DESIGNS...

InternalOrganization

Market

Strategy

Design

Mission

Vision

Competition

Finance

… THE INTERNAL ORGANIZATION OF A COMPANY

Market

Strategy

Design

Mission

Vision

Competition

Finance

ALIGNING IT WITH THE MARKET CLOSES THE LOOP

Market

Strategy

Design

Mission

Leadership

Vision

Competition

FinanceCommunicatio

THIS REQUIRES LEADERSHIP AND COMMUNICATION

Market

Strategy

Design

Mission

Leadership

Vision

CompetitionAlliances

FinanceCommunicatio

IF YOU CAN’T BEAT THEM, JOIN THEM… IN AN ALLIANCE

Economies- Knowledge

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

FinanceCommunicatio

A COMPANY’S CONTINUITY DEPENDS ON ECONOMIES

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

FinanceCommunicatio

THESE ECONOMIES EFFECT ORGANIZATIONAL DESIGN

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

AND HAVE A LARGE IMPACT ON A VALUE PROPOSITION

THERE IT IS, A GENERAL MODEL OF A COMPANY.

NOW LET’S PUT IT TO WORK.

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

INTRODUCING A CRISIS IN THE FINANCIAL MARKET

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

THAT LEADS TO MARKET DOWNTURN AND - CRISIS

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

FOLLOWED BY AN INTERNAL ORGANIZATION CRISIS

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

… AND POSSIBLY A LEADERSHIP CRISIS

AND THERE YOU HAVE IT.

A COMPANY IN AN ECONOMIC CRISIS

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

Finance

Communication

CrisisCrisis

Crisis

CrisisCrisis

Geography

futurepastpresent

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

Finance

Communication

CrisisCrisis

Crisis

CrisisCrisis

Geography

futurepastpresent

WHAT ABOUT

A REVISION?

IF YOU WERE TO ACCEPT THE CRISIS AS A GIVEN…

RECONSIDERING YOUR STRATEGY BECOMES A NECESSITY.

RESTRATEGIZE.

Slides taken from my presentationDo you need torestrategize?

RESTRATEGIZE ≠ SHAREHOLDER VALUE MAXIMIZATION

RESTRATEGIZE ≠ SHAREHOLDER VALUE MAXIMIZATIONRESTRATEGIZE ≠ MERGERS AND ACQUISITIONS

RESTRATEGIZE ≠ SHAREHOLDER VALUE MAXIMIZATIONRESTRATEGIZE ≠ MERGERS AND ACQUISITIONSRESTRATEGIZE ≠ GROWTH AND EXPANSION

RESTRATEGIZE = HOW TO ADAPT TO AN ECONOMIC CRISIS

RESTRATEGIZE ≠ SHAREHOLDER VALUE MAXIMIZATIONRESTRATEGIZE ≠ MERGERS AND ACQUISITIONSRESTRATEGIZE ≠ GROWTH AND EXPANSION

COMPANIES HAVE TO ADAPT TO AN ECONOMIC CRISIS…

… AND RESTRATEGIZE IS HOW.

RESTRATEGIZE =10 x RE

IT TAKES TEN STEPS TO ADAPT TO AN ECONOMIC CRISIS.

1. REALIZE YOU ARE IN AN ECONOMIC CRISIS

2. DEFINE YOUR LEADERSHIP

3. ESTABLISH YOUR MISSION

4. VISE YOUR VISION

5. THINK HOW YOU COMMUNICATE IN YOUR MARKET

6. DEFINE YOUR VALUE PROPOSITION

7. DISTINGUISH YOURSELF FROM YOUR COMPETITORS

8. DESIGN YOUR ORGANIZATION

9. ORGANIZE YOUR ALLIANCES

10. FINANCE YOUR COMPANY

STEP 1. REALIZE YOU ARE IN AN ECONOMIC CRISIS

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Geography

futurepastpresent

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 2.

STEP 2. REDEFINE YOUR LEADERSHIP

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 3.

STEP 3. REESTABLISH YOUR MISSION

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 4.

STEP 4. REVISE YOUR VISION

- ScaleInternal

OrganizationMarket

Restrategy Opportunities and threats

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 5.

STEP 5. RETHINK HOW YOU COMMUNICATE IN YOUR MARKET

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 6.

STEP 6. REDEFINE YOUR VALUE PROPOSITION

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 7.

STEP 7. REDISTINGUISH YOURSELF FROM YOUR COMPETITORS

- Scale

InternalReorganizati

Market

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Crisis

Step 8.

STEP 8. REDESIGN YOUR ORGANIZATION

- Scale

Market

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Step 9.

Crisis

STEP 9. REORGANIZE YOUR ALLIANCES

- Scale

Market

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

STEP 10. REFINANCE YOUR COMPANY

- Scale

Market

Design

Mission

Leadership

Vision

Value proposition

FinanceCommunicatio

Geography

futurepastpresent

RESULTING IN A RESTRATEGIZED COMPANY

OR TO PUT IT IN LESS WORDS:

TO GO FROM HERE…

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

Finance

Communication

CrisisCrisis

Crisis

CrisisCrisis

Geography

futurepastpresent

…TO HERE:

- ScaleInternal

ReorganizationMarket

Design

Mission

Leadership

Vision

Value proposition

Finance

CommunicationSte

Step 3

Step 5

Step 7

Step 8

Step 1

Geography

presentfuturepast

- ScaleInternal

Design

Mission

Leadership

Vision

Value proposition

Finance

CommunicationSte

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

Step 8

Step 9

Step 1

Geography

presentfuturepast

A RESTRATEGIZED COMPANY

GOT IT?

ONCE MORE.

- ScaleInternal

OrganizationMarket

Design

Mission

Leadership

Vision

Value proposition

Finance

Communication

CrisisCrisis

Crisis

CrisisCrisis

Geography

futurepastpresent

- ScaleInternal

Design

Mission

Leadership

Vision

Value proposition

Finance

CommunicationSte

Step 3

Step 5

Step 7

Step 8

Step 1

Geography

presentfuturepast

- ScaleInternal

Design

Mission

Leadership

Vision

Value proposition

Finance

CommunicationSte

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

Step 8

Step 9

Step 1

Geography

presentfuturepast

A RESTRATEGIZED COMPANY

I KNOW.

TOO MUCH.

TOO FAST.

REWIND.

IT TAKES TEN STEPS TO ADAPT TO AN ECONOMIC CRISIS.

REALIZEYOU ARE IN AN ECONOMIC CRISIS

STEP 1

UPDATED AND EXPANDED

FINANCIAL MARKETS ARE IN A CRISIS.

TRUSTSALES

PROFIT

present

LEADING TO A CRISIS IN BUSINESS-TO-BUSINESS MARKETS...

BUSINESS TRUST, SALES AND

PROFIT AREDOWN

…AND BUSINESS-TO-CONSUMER MARKETS AS WELL.

WHERE CONSUMER

TRUST, SALES AND PROFIT

USED TO BE IN THE PAST

WHERE CONSUMER

TRUST, SALES AND

PROFITPRESENTLY ARE

YOUR ORGANIZATION WILL BE IN CRISIS AS A RESULT…

WE WILL BE FINE!

PRESENT

WE NEED BETTER

MARKETING!

PRESENT

WE NEED BETTER MARKETING!

WE NEED TO COOPERATE WITH OUR SUPPLIERS!

WE NEED BETTER

MARKETING!

PRESENT

WE NEED TO OUTSOURCE

OUR IT!

WE NEED BETTER

MARKETING!

PRESENT

WE NEED TO OUTSOURCE OUR IT!

OUR IT!

WE NEED TO CANCEL OUR

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

PRESENT

WE NEED TRAINING PROGRAMMES!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!WE NEED TO

MAKE SURE OUR STAFF WILL

PRESENT

WE NEED TO PERFORME OUR STAFF!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

WE NEED TO MAKE SURE OUR

STAFF WILL STAY!

PRESENT

WE NEED TO SIMPLIFY OUR PORTFOLIO!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED TO INNOVATE!

WE NEED TO REDUCE OUR WORKFORCE!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED THE BEST DYNAMIC WORKFORCE!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED TO OFFER DISCOUNTS!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

WE NEED ADDITIONAL RESOURCES!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED GOOD MANAGE RESOURCES!

WE NEED TO CUT COSTS!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED TO INVEST!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO FOCUS ON SALES!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED TO FOCUS ON NEW&OLD CONSUMERS!

WE NEED TO STAY CALM!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED GOOD LIDERSHIP!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED MORE

CONTROL!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

WE NEED MORE CONTROL!

WE NEED TO OFFER

DISCOUNTS!

WE NEED TO

INNOVATE!

WE DON’T KNOW

WHAT TO DO!

OUR IT!

TRAINING PROGRAMMES

WE NEED BETTER

MARKETING!

WE NEED MORE

CONTROL!

WE NEED TO SIMPLIFY

OUR PORTFOLIO!

STAFF WILL STAY!

PRESENT

…AND THAT MAKES A LEADERSHIP CRISIS MORE LIKELY.

NOW HERE’S THE THING.

TO ADAPT, YOU WILL FIRST HAVE TO REALIZE.

SO, HERE WE GO.

ECONOMICCRISISNEXT SLIDE WILL HELP YOU REALIZE

YOUR COMPANY IS IN AN

ECONOMICCRISIS

PREVIOUS SLIDE WILL HELP YOU REALIZE

YOUR COMPANY IS IN AN

SORRY ABOUT THAT.

BUT NOW YOU REALIZE.

YOUR COMPANY IS IN AN ECONOMIC CRISIS.

REDEFINEYOUR LEADERSHIP

STEP 2

LET’S EXAMINE YOUR LEADERSHIP.

IS YOUR LEADERSHIP ABOUT

PROTECTING AND SUPPORTING?

IS IT ALL ABOUT

COMMUNICATING, COACHING AND MOTIVATING?

OR BOTH?

ARE THE LEADERSHIP RULES FROM THE BOOKS…DEFINE SHARED OBJECTIVES

ESTABLISH SHARED VALUES AND BELIEVES

PERCEIVE INDIVIDUAL OBJECTIVES SECONDARY TO TEAM OBJECTIVES

RECOGNIZE DISTRIBUTED LEADERSHIP

IDENTIFY ADAPTATONS TO COMPANY ENVIRONMENT

ARE THE LEADERSHIP RULES FROM THE BOOKS…DEFINE SHARED OBJECTIVES

ESTABLISH SHARED VALUES AND BELIEVES

PERCEIVE INDIVIDUAL OBJECTIVES SECONDARY TO TEAM OBJECTIVES

RECOGNIZE DISTRIBUTED LEADERSHIP

IDENTIFY ADAPTATONS TO COMPANY ENVIRONMENT

…THE SAME AS THE RULES FROM YOUR PRACTICE?

THE BOOKS TELL YOU TO SHARE, DISTRIBUTE AND ADAPT.

HOWEVER, THE BOOKS DO NOT LEAD COMPANIES.

(LUCKILY)

PEOPLE LEAD COMPANIES.

SO WHAT ABOUT… DEALING WITH

GRIEFFEARPAIN SADNESS CONCERN SORROWETC.

SO WHAT ABOUT… DEALING WITH

GRIEFFEARPAIN SADNESS CONCERN SORROWETC.

EMPLOYEES AS HUMANSPERSPECTIVE

AND HOW ABOUT

REESTABLISHING ONGOING AND

DISCIPLINED CLIENT ATTENTION…

AND HOW ABOUT

REESTABLISHING ONGOING AND

DISCIPLINED CLIENT ATTENTION…

CLIENTS AS

GOLDFISH

PERSPECTIVE

…BY DELEGATING ACTIONS TO OPERATIONS

WHILE RETAINING CENTRALIZED LEADERSHIP.

…BY DELEGATING ACTIONS TO OPERATIONS

WHILE RETAINING CENTRALIZED LEADERSHIP.

DOESN’T THAT SOUND LIKE A GREAT IDEA?

MANAGERS AS

SHEEPDOG

PERSPECTIVE

IN AN ECONOMIC CRISIS…

…THERE IS A LOT TO ASK FROM YOUR LEADERSHIP.

AND UNLESS YOU HAVE SUPER HUMAN POWERS…

… A REDEFINITION IS ASKED FOR.

A DEFINITION CALLS FOR HUMAN CREATIVITY.

CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS ABOUT LIBERTIES.IN A CRISIS, LEADERS BOTH RESET BOUNDARIES AND RECREATE LIBERTIES.

A REDEFINITION CALLS FOR HUMAN CREATIVITY.

EMPLOYEES WILL KEEP TO BOUNDARIES WHEN THEY FEEL RESPECTED EMPLOYEES WILL UTILIZE LIBERTIES WHEN THEY FEEL TRUSTED

CREATIVITY BY DEFINITION CANNOT BE FOUND IN THE MINDS OF YOUR CURRENT BOARD ROOM MEMBERS, IT CAN BE FOUND IN THE MINDS OF YOUR MOST CUTTING, REBELLIOUS AND INNOVATIVE EMPLOYEES.

NEW LEADERSHIP RULE #1: RESET BOUNDARIES IN YOUR COMPANY

NEW LEADERSHIP RULE #1: RESET BOUNDARIES IN YOUR COMPANYNEW LEADERSHIP RULE #2: RECREATE LIBERTIES IN YOUR COMPANY

NEW LEADERSHIP RULE #1: RESET BOUNDARIES IN YOUR COMPANYNEW LEADERSHIP RULE #2: RECREATE LIBERTIES IN YOUR COMPANYNEW LEADERSHIP RULE #3: RESPECT AND TRUST YOUR EMPLOYEES

NEW LEADERSHIP RULE #1: RESET BOUNDARIES IN YOUR COMPANYNEW LEADERSHIP RULE #2: RECREATE LIBERTIES IN YOUR COMPANYNEW LEADERSHIP RULE #3: RESPECT AND TRUST YOUR EMPLOYEESNEW LEADERSHIP RULE #4: RESTART WITH THE UNUSUAL SUSPECTS

REESTABLISHYOUR MISSION

STEP 3

FIRST TO-DO FOR FRESHLY REDEFINED LEADERSHIP:

GET UP VERY EARLY

SECOND TO-DO FOR FRESHLY REDEFINED LEADERSHIP:

INVITE FUTURE STARS

THIRD TO-DO FOR FRESHLY REDEFINED LEADERSHIP:

LOCK THE ROOM

FOURTH TO-DO FOR FRESHLY REDEFINED LEADERSHIP:

HEAD FOR THE SKIES

ONCE YOU’RE IN THE ROOM HEADING FOR THE SKIES…

…OPENING WINDOWS IS A GOOD WAY TO START.

OPEN WINDOW #1 REARTICULATE YOUR COMPANY BELIEFS

OPEN WINDOW #1 REARTICULATE YOUR COMPANY BELIEFSOPEN WINDOW #2 RECONFIRM YOUR COMPANY VALUES

OPEN WINDOW #1 REARTICULATE YOUR COMPANY BELIEFSOPEN WINDOW #2 RECONFIRM YOUR COMPANY VALUESOPEN WINDOW #3 REIGNITE YOUR COMPANY PURPOSE

REESTABLISHING YOUR MISSION DETERMINES YOUR NEW BUSINESS DEFINITION AND RENEWS THE DRIVING FORCES IN YOUR COMPANY.

IT WILL GIVE YOUR MANAGERS AND EMPLOYEES NEW ENERGY.IT WILL MAKE YOU COME UP WITH NEW AND STRONG IDEAS.IT WILL REESTABLISH THE REASON WHY YOUR COMPANY EXISTS.

REVISEYOUR VISION

STEP 4

NOW YOU KNOW WHERE YOU ARE AGAIN.

NEXT STOP: DECIDE WHERE YOU ARE GOING.

ARE YOU GOING FOR

LOOKING FOR

BLACK SWANS?

OR IS IT

THE ENDOF BUSINESS AS IT USED

TO BE?

IT’S UP TO YOU.

HOWEVER…

TIMING IS EVERYTHI

BECAUSE REVISING YOUR VISION ACTUALLY MEANS…

… COMMUNICATING ABOUT YOUR IDEAS OF THE FUTURE.

THREE NOTIONS ON COMMUNICATION.

USE SIMPLIFICATION

EG. THE CONCEPT OF BIKES IN

URBAN AREAS WILL BE

REINVENTED IN THE NEXT

THREE YEARS

BUT PREVENT OVER-

SIMPLIFICATION

EG. URBAN BIKES 2.0

*WHAT’S RIGHT IN- OR OUTSIDE OF YOUR COMPANY IS ALWAYS DEPENDENT ON THE RECEIVING PARTY.

TO COMMUNICATE

YOUR VISION

USETHE RIGHT* MESSAGEWITH

THE RIGHT* MEDIUM

AND THE RIGHT* TIMING

RETHINKHOW YOU COMMUNICATE IN YOUR MARKET

STEP 5

NOW YOU KNOW WHERE YOU ARE GOING AGAIN.

TIME TO COMMUNICATE IN YOUR MARKET.

ESSENTIALS IN MARKET

COMMUNICATION

IN EFFECTIVE MARKET COMMUNICATION…

… THERE ARE TWO NEW ESSENTIALS.

TECHNOLOGYNEW

CLIENTS EXPECT MARKET LEADERS AND ESTABLISHED PLAYERS TO FOLLOW TRENDS IN TECHNOLOGY.

CLIENTS EXPECT MARKET LEADERS AND ESTABLISHED PLAYERS TO FOLLOW TRENDS IN TECHNOLOGY. ON THE OTHER HAND, TECHNOLOGY IS ONE SIDE OF THE NEWCOMERS’ TACTICS TO WINNING MARKET SHARE.

CLIENTS EXPECT MARKET LEADERS AND ESTABLISHED PLAYERS TO FOLLOW TRENDS IN TECHNOLOGY. ON THE OTHER HAND, TECHNOLOGY IS ONE SIDE OF THE NEWCOMERS’ TACTICS TO WINNING MARKET SHARE.THE OTHER SIDE IS…

DESIGNNEW

DESIGN IS CONSTANTLY GAINING INTEREST. INTERACTION IS THE REASON WHY.

DESIGN IS CONSTANTLY GAINING INTEREST. INTERACTION IS THE REASON WHY. DESIGNING IS THE NEW SCOPING IN COMMUNICATION.

DESIGN IS CONSTANTLY GAINING INTEREST. INTERACTION IS THE REASON WHY. DESIGNING IS THE NEW SCOPING IN COMMUNICATION. IT’S NO LONGER ABOUT WHO YOU WANT TO TALK TO… IT’S ABOUT WHO WANTS TO LISTEN.

REDEFINEYOUR VALUE PROPOSITION

STEP 6

THINK OF TECHNOLOGY AND DESIGN SOME MORE.

WHERE ARE THEY IN YOUR VALUE PROPOSITION?

DO YOU USE TECHNOLOGY AND

DESIGN TO ENHANCE

EFFICIENCY (SUITABILITY) IN

YOUR OPERATIONS?#1

IF YOU ANSWERED YES TO QUESTION #1…

… MORE VALUE DEMANDS MORE SCALE.

DO YOU USE TECHNOLOGY AND DESIGN TO IMPROVE EFFECTIVENESS

(PURPOSIVENESS) OF YOUR SALES EFFORTS?

… MORE VALUE DEMANDS MORE KNOWLEDGE.

OR DO YOU USE

TECHNOLOGY AND DESIGN TO INNOVATE

YOUR PRODUCTS

AND SERVICES TOGETHER WITH YOUR CLIENTS?#3

… YOUR CLIENTS ARE CREATING THE VALUE.

CLIENTS DECIDE WHETHER OR NOT YOU ARE DELIVERING VALUE FOR MONEY. THAT’S WHY WE CALL IT PERCEIVED

VALUE.

CLIENTS DECIDE WHETHER OR NOT YOU ARE DELIVERING VALUE FOR MONEY. THAT’S WHY WE CALL IT PERCEIVED

VALUE. PS. CLIENTS ARE EMOTIONAL BEINGS THAT TEND TO

PRETEND THEY ARE RATIONAL DECISION MAKERS (…BUT REALLY THEY’RE NOT!)

IT’S THE

CLIENTSTUPID!

REDISTINGUISHYOURSELF FROM YOUR COMPETITORS

STEP 7

THE COMPETITIVENESS OF YOUR REDEFINED VALUE PROPOSITION IS

DETERMINED BY YOUR…

DECISIVENESS

SUSTAINABILITY

IF YOU’RE VALUE PROPOSITION IS…

EXPLICIT,

PRIORITIZED,

CONSISTENT,

COMMUNICATIVE,

AND RESPONSIBLE…

1. MAKE IT HARD TO COPY

1. MAKE IT HARD TO COPY2. MAKE IT STABLE IN VALUE

1. MAKE IT HARD TO COPY2. MAKE IT STABLE IN VALUE3. MAKE IT APPLICABLE

1. MAKE IT HARD TO COPY2. MAKE IT STABLE IN VALUE3. MAKE IT APPLICABLE4. MAKE IT SUPERIOR

THEN YOUR CLIENT WILL DEFINITIVELY…

LEAVE THE COMPETITION STUCK

IN THE DESSERT

LEAVE THE COMPETITION STUCK

IN THE DESSERT

AND IN THEFUTURE

REDESIGNYOUR ORGANIZATION

STEP 8

REDESIGNING YOUR ORGANIZATION AS A DESIGNER:

1. SPECIALIZE FUNCTIONS THAT ADD VALUE

2. BUILT COORDINATION IN BETWEEN

3. REALIGN BASED ON MARKET INTERACTION

4. REPOSITION TO ENABLE EMPLOYEES

5. ORGANIZE AROUND THE CLIENT

PS. THERE ARE NO RULES FOR REDESIGNING AS A DESIGNER

REORGANIZEYOUR ALLIANCES

STEP 9

IF YOU WANT TO COCREATE…

FORM AN ALLIANCE

IF YOU WANT TO MASS INNOVATE…

USE CROWDSOURCING

REFINANCEYOUR COMPANY

STEP 10

IF YOU’RE RUNNING A REVITALISED AND RENEWED BUSINESS

REFINANCING IS THE LOGICAL ENDING TO RESTRATEGIZING.

IT TOOK TEN STEPS TO ADAPT TO AN ECONOMIC CRISIS.

REMEMBER THESE QUESTIONS?

STOP FIGHTING WHO?

STARTADAPTING

TO WHAT?

LET’S CONCLUDE WITH THE ANSWERS.

1. STOP FIGHTING THE PAST.

2. START ADAPTING TO THE FUTURE.

NOW…

WHAT’S YOUR RESTRATEGY GOING TO BE?

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how to restrategize your company in an economic crisis

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