Kaihan Krippendorff`s Presentation

Transcription

Executive Leadership
Symposium
Orlando, Florida
Kaihan Krippendorff
www.kaihan.net
www.kaihan.net
 2013 Kaihan Krippendorff All Rights Reserved.
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Mohammad Yunus
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Ratan Tata
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Betsy Johnson
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Thomas Edison
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Ray Kroc
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Richard
Branson
Oprah
Winfrey
Dhirubhai
Ambani
Bill Gates
Sōichirō
Honda
Charles
Revson
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Elizabeth
Arden
Henry Ford
Martin Luther
King, Jr.
Rosa Parks
Mother
Teresa
Mahatma
Gandhi
Mohammad
Yunus
Nelson
Mandela
Margaret
Thatcher
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Benjamin
Franklin
“First they ignore you,
then they laugh at you,
then they fight you,
then you win.”
Mohandas Gandhi
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The
th
4
Option®
The option beyond the obvious choices;
the option others do not see, will not
consider, and will not respond effectively to.
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Climb the walls
Wait
Go home
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How do we find a
th
4 Option®?
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Five Conversations:
The Outthinker Process
Imagine
Dissect
Expand
Analyze
Sell
Choose
leverage
points others
overlook
Generate
more
potential
strategies
Choose
strategies
competitors
will not copy
Build buy-in
for your
strategy
Objectives
Imagine and
commit to
realizing a
different
future
Habit
Mental Time
Travel
Attacking the
Frame-shifting Disruptive
Interconnected
mind-set
System
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Frame shifting
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URBN Revenue History
$ Millions
2,470
2,270
1,840
1,940
1,510
1,230
1,090
830
350
425
2002
2003
550
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Bloomberg & TIAA-CREF
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URBN Results
Growth
Profitability
5Y Ave.* Revenue CAGR (%)
5Y Ave.* EBITD Margin (%)
URBN
13
ANF**
5
Industry
5
20
12
14
* 5 years average as of October 2013
** Abercrombie & Fitch, closest peer by market capitalization
Source: Reuters
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College students only
Used clothing
Artists not managers in charge
Manager freedom
Every store different
…
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The 8Ps
Position
Process
Price
Promotion
Product
Place
Physical
experience
0 – no
difference
1 – 4 year
difference
2 – 5+ year
difference
People
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8P tool on www.kaihan.net
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How Do Great Strategists See the
“Winning Move?”
Alexandra Kosteniuk
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Consciousness
Phonetic loop
Source:
Visuo-special
sketchpad
Episodic buffer
Baddeley model of short term working memory
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Relative number of narratives chess players recognize:
Grand master
Master
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Expert
Europe & Americas –
Fairy tales
Japan – Koan
India – Puranas
China – 36 stratagems
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Identifying Outthinkers
Revenue growth
(CAGR)
(EBITDA)
Profit margin
Value creation
(TRS)
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Core Research
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Narratives to Find a Fourth Option
#22 Move early to the next battleground
#34 Coordinate the uncoordinated
#7 Force two-front battle
#33 Be good
#32 Create something out of nothing
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22 Move Early to the Next Battleground
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“I just think a future in
which anyone can shoot
stuff into space is more
exciting than one which
only the government
can.”
Elon Musk, founder,
Space-X
(2003 interview)
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Identify and move early to the next
battleground.
Where is the next battleground?
- Technological trends?
- Social shifts?
- Geographies?
- Buying patterns?
- Needs?
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#33 Be good
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34
Coordinate the Uncoordinated
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34
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45
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34
Combine and coordinate independent
elements within your environment to
orchestrate much greater power.
Who would we like to coordinate?
- Customers
- Experts
- Employees
- Real estate
- Regulators
- Competitors
- Driveways
-…
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#33 Be good
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7 Force a Two-Front Battle
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“There is no physical analog for
what Amazon.com is becoming.”
- Jeff Bezos
Cloud
providers
Retail
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Cloud
services
Shoes
Customer
service
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Shoes
7 Force a two-front battle
Project your what you are great at into a
new area.
What is your unique advantage, capability,
or purpose?
Into what new area could you project this?
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#33 Be good
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33
Be Good
Shareholders
Environment
Community
Corporation
Government /
country
Employees
Customers
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33 Be Good
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57
The Holstee
Manifesto
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33
Be good
Adopt a strategy that benefits others.
What purpose/ mission/ movement would
build support from stakeholders that can help
you succeed?
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#33 Be good
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32 Create Something Out of Nothing
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Julie Pickens
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Ingvar Kamprad
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32 Create something out of nothing
Add a new piece the board.
What would you like to create/ add
to the game?
- New categories?
- New occasions or needs?
- New customers?
- New suppliers?
- New distributors?
- New regulations?
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Find More Stratagems at www.kaihan.net
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Where is the next battleground?
Who could you coordinate?
How can you project into a new sector?
#33 Be good
How can you be good?
What can you create?
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“Impossible is a word to
be found only in the
dictionary of fools.”
Napoleon Bonaparte
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Make the impossible possible
“Each of these
looked like show
stoppers”
David Morken, CEO Bandwidth.com
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Don’t build
handsets
Motorola
Risk of no
WiFi
Early
adopters
Customer
Service too
costly
No one
provides
service
Personal Example
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Mohammad Yunus
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Thomas Edison
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Ratan Tata
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Ray Kroc
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Betsy Johnson
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kk@kaihan.net
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@kaihan
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Option®
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Kaihan Krippendorff`s Presentation

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