In order to achieve market disruption we need to apply strategy innovation to the way we approach the development of competitive strategies, business models and process.
Traditional strategy development is not enough if we want to achieve something more than linear growth.
Traditional strategy development uses a basis for its definition our mission and vision and analyzes external and internal environments to define the targeted position for the organization.
This approach focus on what others have done in the past or are planning to do, which doesn’t help to define an innovative approach.
We need radical changes if we want to find uncontested market spaces (Blue Ocean) and new breakthrough strategies and business models.
Design principles for Strategy Innovation
We can use existing design principles and processes to create new strategies that provide us a competitive advantage over other firms.
Design is not linear, so the approach to be followed is a dynamic process with different iterations:
- Collect information: the main goal in this phase is to collect market data, insigths from customers, competition and our own organization. This data will allow us to formulate the problem our organization is trying to solve.
Ideation: this phase involves several cycles of a) create models, prototypes and rough plans and b) validate the result against the problem we identified in the phase 1.
Testing: implement / execute the strategy and compare its results with the expected outcomes to evaluate its performance. In this phase it is important to apply the seven rules for sucessful strategy execution:
- Keep it simple: clearly describe what the company will and won’t do
- Challenge assumptions: ensure that the market and environment information is accurate
- Speak the same language: agree on a common framework to assess the performance
- Discuss resource deployment early: allocate resources to implement the strategy when needed
- Identify priorities: state clearly the strategic priorities
- Continuously monitor performance: track results against the plan
- Develop execution ability: make selection and development of managers a priority