Strategy - what the @*%! is it anyway?
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James Caig introduces himself as the Head of Strategy at True Digital and discusses strategy and strategists. He notes that strategy brings focus and allows for more control over one's own destiny. A strategist is curious, writes concisely, and conducts research like an academic while writing like a reporter. As a strategist, key responsibilities include gathering and synthesizing data from a wide range of sources to develop insights, facilitating collaboration, and telling stories with data to develop compelling visions of the future.
Strategy - what the @*%! is it anyway?
- 1. Hello. James Caig Head of strategy, True Digital @jamescaig
- 7. What the @&*! is it anyway?
- 9. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
- 12. O S T
- 13. I want to lose weight Lose ten kilos Diet (eat better, exercise more) Record calorie intake and exercise output Visualise ‘thinner me’ Use stairs instead of the lift Join up with other dieters O S T
- 14. Morris Ernst, 1933 Publish Ulysses, legally Win court case before publication Sort Judge and Jury Make it about literary opinion Get prosecuted under import laws Get myself arrested O S T
- 15. Steve Jobs, Apple, 1997 Survival Simplification Products Style Management systems Team structures O S T
- 16. It’s not strategy until it’s written down
- 19. The diagnosis A guiding policy Coherent actions
- 20. The diagnosis A guiding policy Coherent actions The obstacles in the way of success Signposting your approach to dealing with the obstacles Feasible actions and resource commitments designed to carry out the guiding policy
- 22. The future is wobbly
- 23. Craigslist disruption map Source:Budd Caddell https://medium.com/nobl-collective/culture-is-more-than-a-ping-pong-table-d8c634e475f
- 25. Q: Did you end the year working to the same marketing plan as you started it? 92% 8% NO YES Source: Aegis / Advertising Association, 2014
- 29. Strategy brings focus and gives you a better chance of controlling your own destiny
- 30. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
- 34. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl
- 35. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl strategy Strategy strategists
- 36. “I think science is not about absolutes. Science is about honesty. The idea that scientists are some kind of priests that have unique access to knowledge about nature is nonsense – in many ways I see it as the codified application of common sense. It’s like plumbing." Source: http://gu.com/p/49je3/sbl strategy Strategy strategists
- 38. “Poetry gave me great pleasure. As a schoolboy I took intense delight in Shakespeare. Pictures gave me considerable, and music very great, delight. But now my mind has become a kind of machine for grinding general laws out of large collections of fact. The loss of these tastes is a loss of happiness, and may be injurious to the intellect, and more probably to the moral character, by enfeebling the emotional part of our nature.”
- 39. “The narrative arts greatly widen our perceptions of human experience, and enable us – vicariously, or as a fly-on- the-wall witness – to see into lives, conditions and experiences which one might never encounter in practice.”
- 40. Read. Research. Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments. Reconcile and understand. Create new connections. Create competitive advantage.
- 41. Read. Research. Be open-minded, ask questions. Of business, people, history, fiction, art, the future. Seek different sources, learn counter-arguments. Reconcile and understand. Create new connections. Create competitive advantage. And write.
- 42. Research like an academic. Write like a reporter.
- 43. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
- 44. Constant Optimisation Richard Huntington, Saatchi & Saatchi Periodic Disruption
- 45. Data gathering and synthesis Knitting together a wide range of sources to uncover insight and distill thinking that sharpens focus.
- 46. A good insight is fresh, deep, focused and directional. Faris Yakob
- 47. A good insight is something you didn’t know before. Something that may change the way you think about the problem. Dave Trott
- 48. A good insight is when you realise the business problem is a behaviour change in disguise Pats McDonald
- 49. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
- 50. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
- 51. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
- 52. FACT: People tend to feed their pets once a day OBSERVATION: They feed them at breakfast and dinner time INSIGHT: People feel guilty eating in front of their pets Kevin Drew Davis
- 53. Facilitation and collaboration Work with analytics, media, UX and design Structure and lead workshops Develop the fundamental skills that give confidence to a client and a team
- 54. Story telling Make data tell a story Bring others along with a compelling vision of the future Hone a well-crafted rationale to a business- changing creative idea
- 55. 1. What is strategy and why do we need it? 2. What makes a strategist? 3. What should they be doing for you?
- 56. Go start some fires. Thank you.