YOUR INDUSTRY

*NOTE: CLEARLY NOT DRAWN TO SCALE

YOUR INDUSTRY

*NOTE: CLEARLY NOT DRAWN TO SCALE

YOUR COMPANY

YOUR INDUSTRY

*NOTE: CLEARLY NOT DRAWN TO SCALE

YOUR COMPANY

THE REST OF THE WORLD

For you, from Amy Rae.

Global Creative Director, Hyper Island.

@elucidateAMY

STRATEGY & TECHNOLOGY

STRATEGY TECHNOLOGY

STRATEGY * TECHNOLOGY

WRITING A STRATEGY

WHAT DOES STRATEGY MEAN TO YOU?

INDIVIDUAL REFLECTION

Put simply, good strategies...GOOD STRATEGY BAD STRATEGY, RICHARD RUMELT

8

1) DISCOVER THE CRITICAL FACTORS IN A SITUATION

2) COORDINATE ACTION TO DEAL WITH THOSE FACTORS

A strategy template:

This linear strategy repeats every few years, most commonly 5.

THE CHALLE

NGE

THE CHALLE

NGE

THE CHALLE

NGE

THE CHALLE

NGE

THE CHALLE

NGE

CHALLENGE CONTEXT POSITION TACTICS MEASURE REPORT ITERATE

A GOOD FOUNDATION,

BUT NOT ENOUGH.

THE WORLD IS MOVING TOO QUICKLY FOR A

FIVE-YEAR PLAN ALONE.

The truth of 2012:

KODAK VS DIGITALCLASSIFIEDS VS CRAIGSLISTBLOCKBUSTER VS NETFLIX

TOMTOM VS IPHONEKRUPPS VS KUERIG

...12 YEARS

...10 YEARS...7 YEARS...3 YEARS

...??

This isn’t new, but it ’s important.

SINCE 1937, THE LIFESPAN OF COMPANIES ON THE S&P 500 DECREASED BY 60 YEARS.*

*R. FOSTER, YALE UNIVERSITY

“CREATIVE DESTRUCTION”JOSEPH SCHUMPETER

EMBRACE THE PIVOT:AN ESSENTIAL PART OF

START-UP PLANNING.

NOKIA

1865: MANUFACTURING PAPER1868: HYDROPOWER PRODUCTION1898: RUBBER MANUFACTURING1902: ELECTRICITY GENERATION1912: CABLING1960: GENERAL ELECTRONICS1981: CELL PHONES 1990: CUT NON-ELECTRONIC INVESTMENTS2008: “INTERNET BUSINESS” ??? ...

DUPONT

1802: GUNPOWDER1912: CELLULOSE CHEMISTRY, POLYMERS1914: AUTOMOTIVE (GM)1902: MATERIALS SCIENCE1928: NEOPRENE, TEFLON1941: MILITARY MANUFACTURING1950: LYCRA, MYLAR, SPACE PROGRAM 1981: OIL: CONOCO1999: SOLD OFF CONOCO2004: SOLD OFF TEXTILE BUSINESSES2011: BOUGHT BIOTECH COMPANY DANISCO

DUPONT

1802: GUNPOWDER1912: CELLULOSE CHEMISTRY, POLYMERS1914: AUTOMOTIVE (GM)1902: MATERIALS SCIENCE1928: NEOPRENE, TEFLON1941: MILITARY MANUFACTURING1950: LYCRA, MYLAR, SPACE PROGRAM 1981: OIL: CONOCO1999: SOLD OFF CONOCO2004: SOLD OFF TEXTILE BUSINESSES2011: BOUGHT BIOTECH COMPANY DANISCO

IN 2010:

$2 BILLION/ YR RESEARCH BUDGET

MANDATE THAT 30% OF REVENUE COME FROM PRODUCTS CREATED IN

THE PREVIOUS FOUR YEARS.

Technology is at the heart of this change.

A CHANGING TECHNOLOGICAL

LANDSCAPE =PIVOT OR DIE.

THE CRUX:

22

REMEMBER MOORE’S LAW?

CH

AN

GE

TIME

BEHAVIORPOLITICSBUSINESS

TECHNOLOGY

CH

AN

GE

TIME

BEHAVIORPOLITICSBUSINESS

TECHNOLOGY

"TECHNOLOGY CHANGES EXPONENTIALLY, BUT SOCIAL,

ECONOMIC AND LEGAL SYSTEMS CHANGE INCREMENTALLY."

-LARRY DOWNES

CH

AN

GE

TIME

BEHAVIORPOLITICSBUSINESS

TECHNOLOGY

TOUCHSCREEN SMARTPHONES - 1993

TABLETS AND E-READERS - 1968

Dynabook

3-D - 1890

GPS - 1936

EVERYTHING HERE IS OLD.

IN VITRO MEAT

CONTACT LENS DISPLAYS

GENETIC TESTING

FLEXIBLE OLED DISPLAYS

GRAPHENE: THE SELF-REPAIRING ATOM

PIEZOELECTRICS

QUANTUM COMPUTING

READY FOR A CHALLENGE?

HELLO STRATEGISTS,WELCOME TO

THE BOARD ROOM

THE CHALLENGE:

A NEW TECHNOLOGY IS DISRUPTING YOUR INDUSTRY.

PRESENT A PLAN TO YOUR SHAREHOLDERS THAT USES IT

TO YOUR ADVANTAGE.

LIVE THE PIVOT.

★ SELF-ORGANIZE INTO MIXED-PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A PRESENTATION THAT ADDRESSES ONE OF THE CHALLENGES.

★ 15 MINUTES TO FIND ANOTHER GROUP AND PRESENT YOUR PLAN.

WORKSHOP INSTRUCTIONS

★ SELF-ORGANIZE INTO MIXED-PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A PLAN.

★ 15 MINUTES TO FIND ANOTHER GROUP AND PRESENT YOUR PLAN.

★ SELF-ORGANIZE INTO MIXED-PROGRAM GROUPS OF 4.

★ 30 MINUTES TO PREPARE A PLAN.

★ 15 MINUTES TO FIND ANOTHER GROUP AND PRESENT YOUR PLAN.

GREAT WORK!

NO MATTER WHAT INDUSTRY, PIVOTING

WILL KEEP YOU AHEAD OF THE CURVE.

YOU CAN’T PIVOT WITHOUT DOING

YOUR HOMEWORK.

The cold, hard truth:

MIT TECHNOLOGY REVIEWNEWSCIENTIST.COM

REDDIT.COM/R/SCIENCEREDDIT.COM/R/NANOTECHNOLOGY

YOUR TRADE PUBLICATIONSCIENTIFICAMERICAN.COMMEDICALNEWSTODAY.COM

IEEE.ORG

DIVE IN:

For you, from Amy Rae.

STRATEGY & TECHNOLOGY

Global Creative Director, Hyper Island.

@elucidateAMY