kaihan krippendorff outhink competition part1
TRANSCRIPT
STEVE JOBS
RICHARD BRANSON
ESTÉE LAUDER
MUHAMMAD YUNUS
RATAN TATA
MARTHA STEWART
THOMAS EDISON
RAY KROC
BETSY JOHNSON
RICHARD BRANSON OPRAH WINFREY SŌICHIRŌ HONDA ELIZABETH ARDEN
DHIRUBHAI AMBANI BILL GATES CHARLES REVSON HENRY FORD
MARTIN LUTHER KING JR MOTHER TERESA MAHATMA GANDHI NELSON MANDELA
ROSA PARKS MUHAMMAD YUNUS MARGARET THATCHER BENJAMIN FRANKLIN
JOSH LINKNER EPRIZE
SABRINA HERRERA GENOMMA LAB
SUSAN LYNE GIFT GROUPE
MARK VADON BLUE NILE
TOM ADAMS ROSETTA STONE
ANN HAND PROJECT FROG
WAYNE GATTINELLA WEBMD
ELON MUSK TESLA MOTORS
LARRY PAGE GOOGLE
MARISSA MAYER YAHOO
ARIANNA HUFFINGTON HUFFINGTON POST
JEFF BEZOS AMAZON
CORY BOOKER MAYOR, NEWAR, NJ
MARK ZUCKERBERG FACEBOOK
ROBERT KEANE VISTAPRINT
“MY ATTITUDE WAS THAT COMPETITION CAN TRY TO COPY MY STYLE. BUT THEY CAN’T READ MY MIND; SO I’LL LEAVE THEM A MILE AND HALF BEHIND.”
FIRST THEY IGNORE YOU, THEN THEY LAUGH AT YOU, THEN THEY FIGHT YOU, THEN YOU WIN.
GO HOME
WAIT
CROSS
INGVAR KAMPRAD
POSITION
PROCESS
POSITION
PEOPLE
PHYSICAL EXPERIENCE
PRODUCT
PRICE
PLACE
PROMOTION
THE 8 P’S
COMPARE COMPETITORSFIND DIFFERENTIATION POINTSLOOK AT INDUSTRY PATTERNWHERE IS NOBODY LOOKING?
0
750
1500
2250
3000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
URBN REVENUE HISTORY ($ MILLIONS)
URBN RESULTS
URBN
ANF
INDUSTRY
URBN
ANF
INDUSTRY
GROWTH 5Y AVE. REVENUE CAGR (%)
PROFITABILITY 5Y AVE. EBITD MARGIN (%)
13
5
5
20
12
14
COLLEGE STUDENTS ONLY USED CLOTHING ARTISTS NOT MANAGERS MANAGER FREEDOM EVERY STORE DIFFERENT
PROCESS
POSITION
PEOPLE
PHYSICAL EXPERIENCE
PRODUCT
PRICE
PLACE
PROMOTION
THE 8 P’S
PHONETIC LOOP VISUO-SPECIAL SKETCHPAD
EPISODIC BUFFER
CONSCIOUSNESS
EXPERTMASTERGRAND MASTER
RELATIVE NUMBER OF NARRATIVE CHESS PLAYERS RECOGNIZE:
EUROPE & AMERICASFAIRYTALES
JAPANKONAN
INDIAPURANAS
CHINA36 STRATAGEMS
PROFIT MARGIN (EBITDA)
VALUE CREATION
(TRS)
REVENUE GROWTH (CAGR)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 AES CORP. (THE) AL TRAN TECHNOLOGIES SA AMOREPACIFIC CORP APOLLO GROUP INC ASSA ABLOY AB ATI TECHNOLOGIES INC AUTOSTRADE SPA BARR PHARMACEUTICALS INC BROOKFIELD PROPERTIES CORP CAPITA GROUP PLC CHINA INTL MARINE CONTAINERS CJ CORP CLEAR CHANNEL COMMUNICATIONS CSL LTD D R HORTON INC DELL INC ESPRIT HLDINGS LTD FOREST LABORATORIES FRONTLINE LTD GAME GROUP PLC (THE) H & M HENNES & MAURI TZ AB HERO HONDA MOTORS LTD HON HAI PRECISION IND CO LTD IMPALA PLATINUM HOLDINGS LTD INFOSYS TECHNOLOGIES LTD INTL GAME TECHNOLOGY ICI CORP BHD KINGSPAN GROUP PLC MAN GROUP PLC MERITAGE HOMES CORP MICROSOFT CORP NOKIA (AEI) OY NVR INC OM GROUP INC PENN NATIONAL GMAING INC PUMA AG RUOLF DASSLER SPORT SAGE GROUP PLC SHINSE GAE CO LTD SKYWEST INC SPIL-SILICONWARE PREC IND CO STARBUCKS CORP TECHTRNOIC INDUSTRIES CO LTD TEVA PHARMACEUTICALS TIETOENATOR OYJ VORNADO REALTY TRUST WFTHERSPOON
COMPANY
CORE RESEARCH
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 10LOCK UP RESOURCESNARRATIVE 11CAPTIVE CUSTOMERSBUILD ECONOMIES OF SCALE
BEAT THE COMPETITION
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLE
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVE 33BE GOOD
OUTTHINK THE COMPETITION
NARRATIVE 27
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
I JUST THINK A FUTURE IN WHICH ANYONE CAN SHOOT STUFF INTO SPACE IS MORE EXCITING THAN ONE WHICH ONLY THE GOVERNMENT CAN.
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
WHERE IS THE NEXT BATTLEGROUND? TECHNOLOGIES TRENDS? SOCIAL SHIFTS? GEOGRAPHIES?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
AirB
nBH
ipm
unk
Ope
n Ta
ble
Ube
r
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
NARRATIVE 34COORDINATE THE UNCOORDINATED
WHO WOULD WE LIKE TO COORDINATE? CUSTOMERS? EXPERTS? EMPLOYEES? REGULATORS?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 7FORCE A TWO-FRONT BATTLE
CLOUD SERVICES
CLOUD PROVIDERS
RETAIL
NARRATIVE 7FORCE A TWO-FRONT BATTLE
SHOES
SHOES
CUSTOMER SERVICE
NARRATIVE 7FORCE A TWO-FRONT BATTLE
SOFTWARE
TRADITIONAL SOFTWARE
BROKERAGE
NARRATIVE 7FORCE A TWO-FRONT BATTLE
WHAT IS YOUR UNIQUE ADVANTAGE CAPABILITY? HOW COULD YOU USE THIS TO FORCE A TWO-FRONT BATTLE?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 33BE GOOD
CORPORATION
SHARE- HOLDERS
CUSTOMERS
NARRATIVE 33BE GOOD
NARRATIVE 33BE GOOD
CORPORATION
GOV’T/ COUNTRY EMPLOYEES
ENVIRONMENT COMMUNITY
SHARE- HOLDERS
CUSTOMERS
NARRATIVE 33BE GOOD
NARRATIVE 33BE GOOD
NARRATIVE 33BE GOOD
NARRATIVE 33BE GOOD
NARRATIVE 33BE GOOD
HOW CAN YOU CREATE STRATEGIC POWER BY PURSUING A “GOOD” STRATEGY?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
JULIE PICKENS
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
INGVAR KAMPRAD
WHAT WOULD YOU LIKE TO ADD TO THE GAME? NEW CATEGORIES? NEW OCCASIONS OR NEEDS? NEW CUSTOMERS? NEW SUPPLIERS? NEW DISTRIBUTORS? NEW REGULATORS?
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
IMPOSSIBLE IS A WORD TO BE FOUND ONLY IN THE DICTIONARY OF FOOLS.
IT’S NOT THAT I’M SO SMART, IT’S JUST THAT I STAY WITH PROBLEMS LONGER.
MAKE THE IMPOSSIBLE POSSIBLE
DON’T BUILD HANDSETS
RISK OF NO WIFI
CUSTOMER SERVICE TOO COSTLYNO ONE PROVIDES SERVICE
MOTOROLA
EARLY ADOPTERSDAVID MORKEN
STEVE JOBS
RICHARD BRANSON
ESTÉE LAUDER
MUHAMMAD YUNUS
RATAN TATA
MARTHA STEWART
THOMAS EDISON
RAY KROC
BETSY JOHNSON
