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Being disruptive at scale The Virgin Way Workshop, June 15th, London
Being disruptive at scaleThe Virgin Way Workshop, June 15th, London
Good afternoon.@franzdrack
Optimized for change!e.g. Startup
Optimized for certainty!e.g. Legacy Brand
Growth
Time
Startups vs. Established Players
Two Arms picture The Virgin Way Workshop, June 15th, London
Economy of scale / Easier access to capital
Now vs. The Future!(or why you should not read industry news)
• Fifteen consecutive years of growth. • Doubled market shares in most
European markets. • Became #1 toy maker in 2014. • 180 new products a year.
The Push and Pull of !the Future
The Push The PullWhich future
should we react to?What future
can we create?
Trends are not the future.
Strategic foresight.
Discover - Explore - Map - Create
Ask them „Why not?“Discover
Identify your heresy questionsDiscover
Listen to the newcomersDiscover
Macro (STEEP):!Social
Technological Economic
Environmental Political
ExploreStakeholders:
Employees Consumers Customers
Industry
Your!Company
Point of ManifestationTrendExplore
Point of ImpactMass Adoption
Point of OriginsValues
Point of ManifestationTrendExplore
Point of ImpactMass Adoption
Point of OriginsValues
Creating scenarios
Map
Data + Research + Creativity + Intuition
Linking scenarios to our aspirational vision
Map 300 million kids
Scenario 1
Scenario 2
Scenario 3
Scenario 4
MapSetting:!
Marco-World:!Abundance!Market!Fortress
Plot:!Conflicts Industry reactions Stakeholder shifts
Resolution:!Adapted strategy of your company
Migrating scenarios!into action plans.Create
Creating the future.
Delivering results today.
Same team.
Markets
Product & !Marketing
Development
Front End
36-48 months (2019-2020)
24 months (2018)
12 months (2017)
´
Radically new experiences/audiences/markets. Identifying market disruptors
Portfolio optimisation Relaunches
Rollout and Activation
´AlignmentProcess
´AlignmentProcess
Two Arms picture The Virgin Way Workshop, June 15th, London
Economy of scale / Easier access to capital
Let’s Collaborate!(or why you should not fail fast)
„We have to accept that 99,999% of the talented people in the world currently do not work for LEGO“
Jørgen Vig Knudstorp
„Innovation Theatre“
„Innovation Theatre“
Slogans on Failure !Startup Conferences !Startup Hubs (Nestlé, Unilever)
Three things break all these efforts:
Validation
ValidationValidation
ValidationValidation
Validation
„Innovation Theatre“ ThinksprintsSwarming
Acceleration
Selecting the world’s best individuals who can solve your problem
Swarming
Think Sprints
Articulate challengeThink Sprints
Articulate challengeThink Sprints Get solutions
Articulate challengeThink Sprints Get solutions
Immediately validate
Acceleration
„Safe“ ExperimentAcceleration
„Safe“ Experiment
Scale up to successAcceleration
Swarming Think Sprints Acceleration
Smaller Team Rest of Organisation
1-3 Weeks 2-4 Weeks
Example
Challenge:!“Get from 1 million to 5 million downloads of my branded insurance app” !Response!
Swarming Think Sprints Acceleration
Two Arms picture The Virgin Way Workshop, June 15th, London
Economy of scale / Easier access to capital
Inside out vs. Outside in!(or why you should not rely only on big data)
„They have Richard.“Denny TuHead of Strategy & Planning at Sky!
Virgin was the first 100% consumer centric company.
The opportunity of big data
Data vs. People: Algorythms Personas Profiles Campaigns Remarketing
Their Problems Their Thoughts Their Feelings Their Observed behavior Their Need of Being Seen
Let’s go outside.
Inside Out: Awareness -> Engagement Outside In: Engagement -> Awareness
Inside out: Sell more sets to kids.
Outside in: Increase play frequency (with dads)
The Virgin Way Workshop, June 15th, LondonEconomy of scale / Easier access to capital
What do do:
Two Arms picture The Virgin Way Workshop, June 15th, London
Economy of scale / Easier access to capital
Create the future through strategic foresight.
Add validation to experimentation.
Think outside in.
