great by choice leading above the death line sydne collier amanda haines jacob johnson eric launer...
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Great By ChoiceLeading Above the Death Line
Sydne CollierAmanda HainesJacob JohnsonEric LaunerKatie ShawZach SlagleMark Weyandt
Overview
•Productive Paranoia
•Paranoia 1
•Paranoia 2
•Paranoia 3
Productive Paranoia
•10x lead with productive paranoia
•Conditions unexpectedly change violently and fast
•Continuously asking “What if?”
The only mistakes you can learn from are the ones you survive
10X Journey and the Death Line
Death Line
Bad Events
Good Events
10X Journey
Stay above the Death Line
Productive Paranoia #1.Extra Oxygen Canisters- Its What You Do Before The Storm Comes
•Oxygen Canisters= cash reserves and a conservative balance sheet
•Intel cash position reaches 40 percent of annual revenues
•Worried about the 5 percent where catastrophe could devastate the industry
10xers and Remaining Productively Paranoid
•What they do before the storm comes is what matters most
•Started building buffers and shock absorbers as a habit early on
•Being prepared for the Black Swan event
Southwest Airlines
• Only Airline Prepared for 9-11
• Stock price rise at the end of 2001
• Only airline to turn a profit in 2002
Red Bull
• Keep Growing in different markets
• Involved in many different sports including owning a formula one racing team and an MLS team
Productive Paranoia 2: Bounding Risk
•10x Companies and the risks
•Death Line Risk
•Asymmetric Risk
•Uncontrollable risk
Death Line Risk
Type Of Decision 10X Companies Comparison Companies
Number of Decisions Analyzed
59 55
Decisions Involving Death Line Risk
10% of Decisions 36% of decisions
Asymmetric Risk
Type of Decisions Made
10X Companies Comparison Companies
Number of Decisions Analyzed
59 55
Decisions Involving Asymmetric Risk
15% of Decisions 36% of Decisions
Uncontrollable Risk
Type of Decisions Made
10X Companies Comparison Companies
Number of Decisions Analyzed
59 55
Decisions Involving Uncontrollable Risk
42% of Decisions 73% of Decisions
Productive Paranoia 3
•ZOOM OUT – SENSE CONDITIONS, TIME, RISK, PLANS
•zoom in – execution
Red Bull Marketing•Zoom Out –
Realizing problems with marketing
•Zoom In – Created new marking scheme that they could afford
Execution •Buzz
marketing/word of mouth
•Youth culture•Extreme sports•Dance music
parties•Student brand
managers
Conclusion
•Productive Paranoia
•Paranoia 1
•Paranoia 2
•Paranoia 3
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