The Art of Opportunity

27.05.2016

Englisch

9781119151586, 9781119151586

John Wiley & Sons

Nein

Marc Sniukas

288

Taschenbuch

How to Build Growth and Ventures Through Strategic Innovation and Visual Thinking

Business & Management, Business & Management Special Topics, Spezialthemen Wirtschaft u. Management, Wirtschaft, Wirtschaft u. Management

KJ - Betriebswirtschaft und Management

x Foreword xii Acknowledgments xv Introduction xvi Reader's Journey 4 WHAT IS STRATEGIC INNOVATION? 5 Traditional Strategic Management 6 Strategic Innovation 8 Where to Play: Find Your Opportunity 8 How to Play: Craft Your Strategy 9 How to Win: Create Value 10 WHAT IS BUSINESS DESIGN THINKING? 10 The Five Principles of Business Design Thinking 12 Getting Started DISCOVER YOUR NEW GROWTH OPPORTUNITY 18 UNDERSTAND YOUR CUSTOMER AND NONCUSTOMER 20 Customer and Noncustomer 24 Understand Customer Needs, Expectations, and Choice 29 Identify Barriers to Consumption and Hurdles to Satisfaction 32 Inspiration: Cardinal Health 33 Inspiration: Klinik Hirslanden 34 How to Understand Your Customer and Noncustomer 34 Gather Information 35 Make Observations and Create Themes 35 Transform Findings into Insights 36 Inspiration: Ripple Effect Group 38 Activity: Persona Mapping 40 Activity: Create an Interview Guide 42 Activity: Customer Journey Mapping 44 Activity: Reveal Observation Headlines 46 UNDERSTAND YOUR FIRM 48 Resources and Capabilities 50 Inspiration: Caesars Palace 52 Resource Sparks: The Four Dimensions for Mapping and Assessing Resources 54 Methods to Understand Your Firm 56 Activity: Map Your Resources 58 Activity: Map Your Ecosystem 60 FRAME YOUR GROWTH INITIATIVE 62 Art of Opportunity Growth Types 62 Evolutionary Growth 63 Adjacent Growth 64 Breakthrough Growth 65 The Breakthrough Question 66 FRAME YOUR GROWTH OPPORTUNITY 66 Decision Making 67 Kinds of Decision-Making Strategies 68 Decision-Making Process 70 Activity: Create Your Growth Initiative Brief 72 Activity: Explore Your Opportunity Insights 74 Activity: Select Your Opportunity 76 VISUALIZE YOUR OPPORTUNITY 78 Employ Storytelling and Visual Frameworks 82 Activity: Visualize Your Opportunity CRAFT YOUR STRATEGY 88 THE ELEMENTS OF YOUR STRATEGY 90 Design Your Offering 90 Products 91 Services 91 Customer Experiences 92 Inspiration: Hilti 94 Offering Sparks: 10 Ways to Design a New Offering 106 Activity: Offering Brainstorm 108 Activity: Design Your Offering 111 Shape Your Business Model 112 The Static Perspective 112 The Dynamic Perspective 113 The Strategic Perspective 113 The Operational Perspective 113 Our Definition of a Business Model 114 Business Model Components 114 Activities 116 Resources 117 Sequence 118 Roles 120 Business Model in Practice 122 Inspiration: Eden McCallum 124 Inspiration: Klinik Hirslanden 126 Business Model Sparks: 8 Ways to Design a New Business Model 136 Activity: Visualize Your Current Business Model 138 Activity: Design Your New Business Model 140 Activity: Flip Your Business Model Assumptions 143 Structure Your Revenue Model 144 Revenue Streams 146 Pricing Mechanisms 148 Payment Mechanisms 150 Inspiration: ProSiebenSat.1 152 Inspiration: Fahrenheit 212 153 Inspiration: 826 Valencia 154 Revenue Model Sparks to Consider 156 Activity: Revenue Model Card Sort 158 SET YOUR STRATEGY: CREATING VALUE 161 Creating Value 162 Customer Value 164 Firm Value 166 Ecosystem Value 168 Inspiration Summary: Value Propositions by Company 170 Activity: Set Your Strategy 172 VISUALIZE YOUR STRATEGY 173 Final Note on Crafting Your Strategy 174 Activity: Visualize Your Strategy LAUNCH YOUR NEW GROWTH BUSINESS 182 THE THREE PHASES OF A NEW GROWTH BUSINESS 185 The Inception Phase: Validating Your Opportunity And Piloting Your Strategy 186 Three Steps for Validation and Piloting 192 How to Validate Your Pilot 192 Activities for Presenting Your Validation Data 192 In-House Observations 192 Field Observations 193 Simulation 193 Interviews 194 Research 194 Small-Scale Experimentation 194 Additional Resources to Explore 196 Activity: What to Test 198 Activity: How to Test 200 Learning from Your Pilot 200 Achieving Success 201 Encountering Challenges 201 Gaining Insights 202 The Evolution Phase: Adapting Your Strategy 204 Inspiration: ProSiebenSat.1 206 Inspiration: Fahrenheit 212 210 Activity: Start, Stop, Change, Continue 212 Activity: Design Next Steps 214 Visualize Your Growth Plan 216 Activity: Visualize Your Growth Plan 218 The Diffusion Phase: Scaling Up Your Business 220 Operational Challenges 222 Establish Clear Roles and Responsibilities 222 Build an Organizational Culture of Sharing, Listening, Collaboration, Experimentation, and Support 223 Take a Holistic, Systems Approach to Planning and Executing the Scaling-up Process 223 Build a Plan and Employ a Process of Regular and Rigorous Review and Adjustment 223 Create a Clear and Simple Way to Track and Measure Your Progress MASTERING THE ART: BUSINESS DESIGN THINKING 228 WHAT IS BUSINESS DESIGN THINKING? 229 Foundation of Business Design Thinking 230 Process and Methodology 232 PRINCIPLES OF BUSINESS DESIGN THINKING 232 1. Keep a Human-Centered Focus 234 2. Think Visually and Tell Stories 235 3. Work and Co-Create Collaboratively 236 4. Evolve through Active Iteration 237 5. Maintain a Holistic Perspective 238 Inspiration: Oracle 240 Inspiration: Exact Target 242 A NEW WAY OF WORKING 244 Inspiration: Microsoft 254 Notes 256 About the Authors 259 Index

240 mm

18.9 cm