How To Restrategize Your Company in An Economic Crisis

HOW TO
RESTRATEGIZE
YOUR COMPANY IN AN ECONOMIC CRISIS
HOW TO
RESTRATEGIZE
YOUR COMPANY IN AN ECONOMIC CRISIS
E D
P D AT DE
U EXPA N D
AND
STOP
FIGHTIN
START
ADAPTING.
MY AIM IS TO MAKE THESE TWO MESSAGES
STICK.
1. STOP FIGHTING.
2. START ADAPTING.
NOW YOU MIGHT WONDER:
STOP FIGHTING
START
ADAPTING
TO
THOSE ARE GOOD QUESTIONS.
HOWEVER…
...FIRST THINGS FIRST.
DO YOU NEED TO
RESTRATEGI
ZE?
YOU HAVE
A VISION.
YOU HAVE
A
SO YOU KNOW WHERE YOU ARE.
AND YOU KNOW WHERE YOU ARE GOING.
RIGHT?
WRONG
WE DID NOT KNOW THIS ECONOMIC CRISIS.
WE CAN ONLY ESTIMATE ITS IMPACT.
YOU WILL NEED TO
RESTRATEGI
ZE
AND I WILL EXPLAIN EXACTLY WHY.
BY USING A GENERAL MODEL OF A COMPANY.
INTRODUCING A COMPANY STARTS WITH A
MARKET
Market
THE FINANCIAL MARKET BEING A SPECIFIC
PART OF THAT
Finance
Market
BUT IF THERE’S NO COMPETITION… THERE’S
NO MARKET
Finance
Market
Competition
A MARKET OFFERS OPPORTUNITIES AND
THREATS
Opportunities and threa
Finance
Market
Competition
WHICH ARE INPUT TO THE STRATEGY OF A
COMPANY
Strategy Opportunities and threa
Finance
Market
Competition
THIS INCLUDES A COMPANY’S MISSION AND
VISION
Mission
Vision
Finance
Market
Competition
AND IF STRUCTURE FOLLOWS, STRATEGY
DESIGNS...
Mission
Vision
Design
Finance
Market
Competition
… THE INTERNAL ORGANIZATION OF A
COMPANY
Mission
Vision
Design
Finance
Internal Market
Organization
Competition
ALIGNING IT WITH THE MARKET CLOSES THE
LOOP
Mission
Vision
Design
Finance
Align
Internal Market
Organization
Competition
THIS REQUIRES LEADERSHIP AND
COMMUNICATION
Mission
Vision
Design
Leadership Finance
Communicatio
n Align
Internal Market
Organization
Competition
IF YOU CAN’T BEAT THEM, JOIN THEM… IN AN
ALLIANCE
Mission
Vision
Design
Leadership Finance
Communicatio
n Align
Internal Market
Organization
Alliances Competition
A COMPANY’S CONTINUITY DEPENDS ON
ECONOMIES
Mission
Vision
Design
Leadership Finance
Communicatio
Economies n Align
- Knowledge Internal Market
- Scale Organization
THESE ECONOMIES EFFECT ORGANIZATIONAL
DESIGN
Mission
Vision
Design
Leadership Finance
Communicatio
Economies Design n Align
AND HAVE A LARGE IMPACT ON A VALUE
PROPOSITION
Mission
Vision
Design
Value
Leadership Finance
proposition Communicatio
THERE IT IS, A GENERAL MODEL OF A COMPANY.
NOW LET’S PUT IT TO WORK.
INTRODUCING A CRISIS IN THE FINANCIAL
MARKET
Mission
Vision
Design Crisis
Value
Leadership Finance
THAT LEADS TO MARKET DOWNTURN AND -
CRISIS
Mission
Vision
Design Crisis
Value
Leadership Finance
Crisis
FOLLOWED BY AN INTERNAL ORGANIZATION
CRISIS
Mission
Vision
Design Crisis
Value
Leadership Finance
Crisis
Crisis
… AND POSSIBLY A LEADERSHIP CRISIS
Mission
Vision
Design Crisis
Value
Crisis Leadership Finance
Crisis
Crisis
AND THERE YOU HAVE IT.
A COMPANY IN AN ECONOMIC
CRISIS
CRISIS
CA P
R E
SO?
WHAT ABOUT
A REVISION?
IF YOU WERE TO ACCEPT THE CRISIS AS A
GIVEN…
RECONSIDERING YOUR STRATEGY BECOMES A
NECESSITY.
RESTRATEGI
Slides taken
from my presentation
Do you need to
CA P
restrategize?
R E
RESTRATEGI
RESTRATEGIZE ≠ SHAREHOLDER VALUE
MAXIMIZATION
MAXIMIZATION
RESTRATEGIZE ≠ MERGERS AND ACQUISITIONS
MAXIMIZATION
RESTRATEGIZE ≠ GROWTH AND EXPANSION
MAXIMIZATION
RESTRATEGIZE ≠
= GROWTH AND EXPANSION
HOW TO ADAPT TO AN
ECONOMIC CRISIS
COMPANIES HAVE TO ADAPT TO AN ECONOMIC
CRISIS…
… AND RESTRATEGIZE IS HOW.
RESTRATEGIZ
10 x RE
E=
CA P
R E
RESTRATEGIZ
10 x RE
E=
IT TAKES TEN STEPS TO ADAPT TO AN ECONOMIC
CRISIS.
1. REALIZE YOU ARE IN AN ECONOMIC CRISIS
2. DEFINE YOUR LEADERSHIP
3. ESTABLISH YOUR MISSION
4. VISE YOUR VISION
5. THINK HOW YOU COMMUNICATE IN YOUR MARKET
6. DEFINE YOUR VALUE PROPOSITION
7. DISTINGUISH YOURSELF FROM YOUR COMPETITORS
8. DESIGN YOUR ORGANIZATION
9. ORGANIZE YOUR ALLIANCES
10. FINANCE YOUR COMPANY
STEP 1. REALIZE YOU ARE IN AN ECONOMIC
CRISIS
Timepast
present
future
Geography Mission
Vision
Design Crisis
Value
Crisis Leadership Finance
Crisis
Crisis
STEP 2. REDEFINE YOUR LEADERSHIP
Mission
Vision
Design Crisis
Value 2.
t ep Leadership Finance
Crisis
proposition S Communicatio
Crisis
STEP 3. REESTABLISH YOUR MISSION
3. Mission
t ep
S Vision
Design Crisis
Value
Leadership Finance
Crisis
Crisis
STEP 4. REVISE YOUR VISION
Mission 4.
t ep
Vision S
Design Crisis
Value
Leadership Finance
Crisis
Crisis
STEP 5. RETHINK HOW YOU COMMUNICATE IN
YOUR MARKET
Mission
Vision
Restrategy Opportunities and threa
Design Crisis
Value 5.
Leadership t ep Finance
Crisis
proposition Communicatio S
Crisis
STEP 6. REDEFINE YOUR VALUE PROPOSITION
Mission
Vision
6. Crisis
t ep Design
S
Value
Leadership Finance
Crisis
Crisis
STEP 7. REDISTINGUISH YOURSELF FROM
YOUR COMPETITORS
Mission
Vision
Design Crisis
Value
Leadership Finance
Crisis
7.
t ep
S
STEP 8. REDESIGN YOUR ORGANIZATION
Mission
Vision
Design Crisis
Value
Leadership Finance
Internal
- Knowledge Market
Reorganizati
- Scale
on 8.
t ep
S
STEP 9. REORGANIZE YOUR ALLIANCES
Mission
Vision
Design Crisis
Value
Leadership Finance
Internal
- Knowledge Market
Reorganizati
- Scale
9. on
t ep
S
STEP 10. REFINANCE YOUR COMPANY
Mission
Vision
Design t ep
S .
Value 10
Leadership Finance
Internal
- Knowledge Market
Reorganizati
- Scale
on
RESULTING IN A RESTRATEGIZED COMPANY
present
Timepast future
Geography Mission
Vision
Design
Value
Leadership Finance
Internal
- Knowledge Market
Reorganizati
- Scale
on
OR TO PUT IT IN LESS WORDS:
TO GO FROM HERE…
CRISIS
…TO HERE:
A RESTRATEGIZED COMPANY
GOT IT?
ONCE MORE.
CRISIS
A RESTRATEGIZED COMPANY
I KNOW.
TOO MUCH.
TOO FAST.
REWIND.
IT TAKES TEN STEPS TO ADAPT TO AN ECONOMIC
CRISIS.
STEP
UPD
AND ATE
EX D
PAN
DE D
REALIZE
1
YOU ARE IN AN ECONOMIC CRISIS
FINANCIAL MARKETS ARE IN A CRISIS.
past past
past
presen presen presen

t t t
TRUST
SALES
PROFIT
LEADING TO A CRISIS IN BUSINESS-TO-BUSINESS
MARKETS...
BU
PR SIN
OF E S
D IT S T
AR RU
E ST
O O ,S
AL
W W W AND
ES
N N N N
…AND BUSINESS-TO-CONSUMER MARKETS AS
WELL.
HE
R E
TR WH
U E
US ST, RE
ED SA CO
TO LES NS
BE AN UME
IN D P R
TH RO
E P FI
AS T
T
WH
TR ERE
US
T, CON
SA SU
PR PR L E ME
ES OF S A R
EN I T
HE ND
T
R E LY
A
YOUR ORGANIZATION WILL BE IN CRISIS AS A
RESULT…
T
PRESEN
PAST
S
SA
WE WILL
UA E S
BE FINE!
US SIN
L
BU
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
BU
WE NEED
BETTER
MARKETING!
WE NEED BETTER MARKETING!

S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
WE NEED TO COOPERATE WITH OUR SUPPLIERS!

S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
WE NEED TO
OUTSOURCE
OUR IT!
WE NEED TO OUTSOURCE OUR IT!

T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
WE NEED TO
CANCEL OUR
TRAINING
WE NEED TO PROGRAMMES
OUTSOURCE !
OUR IT!
WE NEED TRAINING PROGRAMMES!

T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
WE NEED TO WE NEED TO
CANCEL OUR MAKE SURE OUR
TRAINING STAFF WILL
WE NEED TO PROGRAMMES STAY!
OUTSOURCE !
OUR IT!
WE NEED TO PERFORME OUR STAFF!

T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED TO SIMPLIFY OUR PORTFOLIO!

WE NEED
TO SIMPLIFY
OUR
PORTFOLIO!
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED TO INNOVATE!
WE NEED
TO SIMPLIFY WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED THE BEST DYNAMIC WORKFORCE!

WE NEED TO
WE NEED REDUCE OUR
TO SIMPLIFY WE NEED
WORKFORCE!
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED TO OFFER DISCOUNTS!

WE NEED REDUCE OUR OFFER
TO SIMPLIFY WE NEED DISCOUNTS!
WORKFORCE!
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED GOOD MANAGE RESOURCES!

WE NEED TO WE NEED
WE NEED TO ADDITIONAL
WE NEED DISCOUNTS! RESOURCES!
TO SIMPLIFY WORKFORCE!
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
CR
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED TO INVEST!
WE NEED TO WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
CR
WE NEED
TO CUT
COSTS!
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
E NEED TO FOCUS ON NEW&OLD CONSUMER

WE NEED TO WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
WE NEED
CR
WE NEED TO FOCUS
TO CUT ON SALES!
COSTS!
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
WE NEED GOOD LIDERSHIP!

OUR IT!
WE NEED TO WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
WE NEED
CR
WE NEED TO FOCUS WE NEED

TO CUT ON SALES! TO STAY
COSTS! CALM!
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
WE NEED MORE CONTROL!

OUR IT!
WE NEED TO WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
WE NEED WE NEED
CR
TO FOCUS WE NEED MORE

WE NEED
ON SALES! TO STAY CONTROL!
TO CUT
COSTS! CALM!
T
PRESEN
PAST
S
SA
UA E S
US SIN
L
WE NEED TO
BU
COOPERATE WITH
OUR SUPPLIERS!
WE NEED
BETTER
MARKETING!
TRAINING STAFF WILL
OUTSOURCE !
OUR IT!
WE NEED TO WE NEED
OUR TO
PORTFOLIO! INNOVATE
!
S
ISI
WE NEED WE NEED WE DON’T

CR
WE NEED TO FOCUS WE NEED MORE KNOW

TO STAY CONTROL!
TO CUT ON SALES! WHAT TO
COSTS! CALM!
DO!
…AND THAT MAKES A LEADERSHIP CRISIS MORE
LIKELY.
NOW HERE’S THE THING.
TO ADAPT, YOU WILL FIRST HAVE TO REALIZE.
SO, HERE WE GO.
ECONOMI
YOUR COMPANY IS IN AN
CRIS
C
NEXT SLIDE WILL HELP YOU R
ECONOMI
YOUR COMPANY IS IN AN
CRIS
C
SLIDE WILL HELP YOU REALIZE
SORRY ABOUT THAT.
BUT NOW YOU REALIZE.
YOUR COMPANY IS IN AN ECONOMIC CRISIS.
STEP
UPD
AND ATE
EX D
PAN
DE D
REDEFINE
2
YOUR LEADERSHIP
LET’S EXAMINE YOUR LEADERSHIP.
IS YOUR LEADERSHIP ABOUT
PROTECTING AND
SUPPORTING?
IS IT ALL ABOUT
COMMUNICATING,
COACHING AND
OR BOTH?
ARE THE LEADERSHIP RULES FROM THE BOOKS…
DEFINE SHARED OBJECTIVES
ESTABLISH SHARED VALUES AND BELIEVES
PERCEIVE INDIVIDUAL OBJECTIVES SECONDARY TO TEAM OBJECTIVES
RECOGNIZE DISTRIBUTED LEADERSHIP
IDENTIFY ADAPTATONS TO COMPANY ENVIRONMENT
ETC.
ARE THE LEADERSHIP RULES FROM THE BOOKS…
DEFINE SHARED OBJECTIVES
ESTABLISH SHARED VALUES AND BELIEVES
PERCEIVE INDIVIDUAL OBJECTIVES SECONDARY TO TEAM OBJECTIVES
RECOGNIZE DISTRIBUTED LEADERSHIP
IDENTIFY ADAPTATONS TO COMPANY ENVIRONMENT
ETC.
…THE SAME AS THE RULES FROM YOUR

THE BOOKS TELL YOU TO SHARE, DISTRIBUTE
AND ADAPT.
HOWEVER, THE BOOKS DO NOT LEAD
COMPANIES.
(LUCKILY)
PEOPLE LEAD COMPANIES.
SO WHAT ABOUT… DEALING WITH
GRIEF
FEAR
PAIN
SADNESS
CONCERN
SORROW
ETC.
SO WHAT ABOUT… DEALING WITH EMP
LOY
EES
GRIEF HU M AS
PERS AN S
FEAR PECT
IVE
PAIN
SADNESS
CONCERN
SORROW
ETC.
AND HOW ABOUT
REESTABLISHING
ONGOING AND
DISCIPLINED CLIENT
S A S
NT
CLIE
F I S H
O LD E
G PER
EC
SP
TI V
AND HOW ABOUT
REESTABLISHING
ONGOING AND
DISCIPLINED CLIENT
…BY DELEGATING
ACTIONS TO OPERATIONS
WHILE RETAINING
CENTRALIZED
S A S
ER
MA N A G
O G
E E PD
SH PEC TI V E
S
PER
…BY DELEGATING
ACTIONS TO OPERATIONS
WHILE RETAINING
CENTRALIZED
IN AN ECONOMIC CRISIS…
…THERE IS A LOT TO ASK FROM YOUR
LEADERSHIP.
AND UNLESS YOU HAVE SUPER HUMAN
POWERS…
… A REDEFINITION IS ASKED FOR.
A DEFINITION CALLS FOR HUMAN CREATIVITY.
A DEFINITION CALLS FOR HUMAN CREATIVITY.
CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS

ABOUT LIBERTIES.
IN A CRISIS, LEADERS BOTH RESET BOUNDARIES AND
RECREATE LIBERTIES.
A REDEFINITION CALLS FOR HUMAN CREATIVITY.

ABOUT LIBERTIES.
RECREATE LIBERTIES.
EMPLOYEES WILL KEEP TO BOUNDARIES WHEN THEY FEEL
RESPECTED EMPLOYEES WILL UTILIZE LIBERTIES WHEN
THEY FEEL TRUSTED

ABOUT LIBERTIES.
RECREATE LIBERTIES.
THEY FEEL TRUSTED
CREATIVITY BY DEFINITION CANNOT BE FOUND IN THE
MINDS OF YOUR CURRENT BOARD ROOM MEMBERS, IT CAN
BE FOUND IN THE MINDS OF YOUR MOST CUTTING,
REBELLIOUS AND INNOVATIVE EMPLOYEES.

ABOUT LIBERTIES.
RECREATE LIBERTIES. !
!
THEY FEEL TRUSTED
CREATIVITY BY DEFINITION CANNOT BE FOUND IN THE
MINDS OF YOUR CURRENT BOARD ROOM MEMBERS, IT CAN
BE FOUND IN THE MINDS OF YOUR MOST CUTTING,
REBELLIOUS AND INNOVATIVE EMPLOYEES.
NEW LEADERSHIP RULE #1: RESET BOUNDARIES IN YOUR
COMPANY
COMPANY
NEW LEADERSHIP RULE #2: RECREATE LIBERTIES IN
YOUR COMPANY
COMPANY
YOUR COMPANY
NEW LEADERSHIP RULE #3: RESPECT AND TRUST YOUR
EMPLOYEES
COMPANY
YOUR COMPANY
NEW LEADERSHIP RULE #3: RESPECT AND TRUST YOUR
EMPLOYEES
STEP
UPD
AND ATE
EX
PAN D
DE D
3
REESTABLISH
YOUR MISSION
FIRST TO-DO FOR FRESHLY REDEFINED LEADERSHIP:
GET UP VERY
EARLY
SECOND TO-DO FOR FRESHLY REDEFINED LEADERSHIP:
INVITE FUTURE
STARS
THIRD TO-DO FOR FRESHLY REDEFINED LEADERSHIP:
LOCK THE ROOM

FOURTH TO-DO FOR FRESHLY REDEFINED LEADERSHIP:
HEAD FOR THE

ONCE YOU’RE IN THE ROOM HEADING FOR THE
SKIES…
…OPENING WINDOWS IS A GOOD WAY TO START.
OPEN WINDOW #1 REARTICULATE YOUR
COMPANY BELIEFS
COMPANY BELIEFS
OPEN WINDOW #2 RECONFIRM YOUR COMPANY
VALUES
COMPANY BELIEFS
OPEN WINDOW #2 RECONFIRM YOUR COMPANY
VALUES
OPEN WINDOW #3 REIGNITE YOUR COMPANY
PURPOSE
REESTABLISHING YOUR MISSION DETERMINES YOUR NEW
BUSINESS DEFINITION AND RENEWS THE DRIVING
FORCES IN YOUR COMPANY.
IT WILL GIVE YOUR MANAGERS AND EMPLOYEES NEW

ENERGY.
IT WILL MAKE YOU COME UP WITH NEW AND STRONG
IDEAS.
IT WILL REESTABLISH THE REASON WHY YOUR COMPANY
EXISTS.
STEP
UPD
AND ATE
EXPAND
DE D
REVISE
4
YOUR VISION
NOW YOU KNOW WHERE YOU ARE AGAIN.
NEXT STOP: DECIDE WHERE YOU ARE GOING.
ARE YOU
GOING FOR
GOLD?
LOOKING FOR
BLACK
SWANS?
OR IS IT
THE END
OF BUSINESS
AS IT USED
TO BE?
IT’S UP TO YOU.
HOWEVER…
TIMING IS
EVERYTHI
NG.
BECAUSE REVISING YOUR VISION ACTUALLY
MEANS…
… COMMUNICATING ABOUT YOUR IDEAS OF THE
FUTURE.
THREE NOTIONS ON COMMUNICATION.
USE
SIMPLIFICATION
#
THE CONCEPT
1
EG.
OF BIKES IN
URBAN AREAS
WILL BE
REINVENTED IN
THE NEXT
THREE YEARS
BUT PREVENT
OVER-
SIMPLIFICATION
#2
EG. URBAN BIKES
2.0
USE
THE RIGHT*
MESSAGE
WITH
#3
THE RIGHT* MEDIUM
AND
THE RIGHT* TIMING
TO COMMUNICATE
YOUR VISION
*WHAT’S RIGHT IN- OR OUTSIDE OF YOUR COMPANY IS ALWAYS DEPENDENT ON THE

STEP
UPD
AND ATE
EX D
PAN
DE D
RETHINK
5
HOW YOU COMMUNICATE IN YOUR MARKET
NOW YOU KNOW WHERE YOU ARE GOING AGAIN.
TIME TO COMMUNICATE IN YOUR MARKET.
N E W
ESSENTIALS IN
MARKET
IN EFFECTIVE MARKET COMMUNICATION…
… THERE ARE TWO NEW ESSENTIALS.
TECHNOLO
N E
GY
W
CLIENTS EXPECT MARKET LEADERS AND
ESTABLISHED PLAYERS TO FOLLOW TRENDS IN
TECHNOLOGY.
TECHNOLOGY. ON THE OTHER HAND,
TECHNOLOGY IS ONE SIDE OF THE NEWCOMERS’
TACTICS TO WINNING MARKET SHARE.
TECHNOLOGY. ON THE OTHER HAND,
TECHNOLOGY IS ONE SIDE OF THE NEWCOMERS’
TACTICS TO WINNING MARKET SHARE.
N E
DESIGN
W
DESIGN IS CONSTANTLY GAINING INTEREST.
INTERACTION IS THE REASON WHY.
INTERACTION IS THE REASON WHY. DESIGNING IS
THE NEW SCOPING IN COMMUNICATION.
INTERACTION IS THE REASON WHY. DESIGNING IS
THE NEW SCOPING IN COMMUNICATION. IT’S NO
LONGER ABOUT WHO YOU WANT TO TALK TO…
IT’S ABOUT WHO WANTS TO LISTEN.
STEP
UPD
AND ATE
EXPAND
DE D
REDEFINE
6
YOUR VALUE PROPOSITION
THINK OF TECHNOLOGY AND DESIGN SOME
MORE.
WHERE ARE THEY IN YOUR VALUE PROPOSITION?
DO YOU USE
TECHNOLOGY AND
DESIGN TO
ENHANCE
EFFICIENCY
(SUITABILITY) IN
YOUR OPERATIONS?
#1
IF YOU ANSWERED YES TO QUESTION #1…
… MORE VALUE DEMANDS MORE SCALE.
#2
DO YOU USE TECHNOLOGY AND DESIGN TO

IMPROVE EFFECTIVENESS
(PURPOSIVENESS) OF YOUR SALES
… MORE VALUE DEMANDS MORE KNOWLEDGE.
OR DO YOU
USE
TECHNOLOGY
AND DESIGN
TO INNOVATE
YOUR
PRODUCTS
AND SERVICES
TOGETHER
WITH YOUR
#3
CLIENTS?
… YOUR CLIENTS ARE CREATING THE VALUE.
CLIENTS DECIDE WHETHER OR NOT YOU
ARE DELIVERING VALUE FOR MONEY.
THAT’S WHY WE CALL IT PERCEIVED
VALUE.
T HE
IT’S
I E N T
L
C TUPID!
S
CLIENTS DECIDE WHETHER OR NOT YOU

ARE DELIVERING VALUE FOR MONEY.
THAT’S WHY WE CALL IT PERCEIVED
VALUE.
PS. CLIENTS ARE EMOTIONAL BEINGS THAT TEND TO
STEP
UPD
AND ATE
EX D
PAN
DE D
7
REDISTINGUISH
YOURSELF FROM YOUR COMPETITORS
THE COMPETITIVENESS OF YOUR
REDEFINED VALUE PROPOSITION IS
DETERMINED BY YOUR…
SPEE
DECISIVENE
SUSTAINABIL
IF YOU’RE VALUE PROPOSITION IS…
EXPLICIT,
PRIORITIZED,
CONSISTENT,
COMMUNICATIVE,
AND RESPONSIBLE…
1. MAKE IT HARD TO COPY
2. MAKE IT STABLE IN VALUE
3. MAKE IT APPLICABLE
3. MAKE IT APPLICABLE
4. MAKE IT SUPERIOR
THEN YOUR CLIENT WILL DEFINITIVELY…
NO
W
LEAVE THE
COMPETITION STUCK
AN
D IN T
FUT HE
U RE
LEAVE THE
COMPETITION STUCK
STEP
UPD
AND ATE
EXPAND
DE D
REDESIGN
8
YOUR ORGANIZATION
REDESIGNING YOUR ORGANIZATION AS A
DESIGNER:
1. SPECIALIZE FUNCTIONS THAT ADD VALUE
2. BUILT COORDINATION IN BETWEEN
3. REALIGN BASED ON MARKET INTERACTION
4. REPOSITION TO ENABLE EMPLOYEES
5. ORGANIZE AROUND THE CLIENT
PS. THERE ARE NO RULES FOR REDESIGNING AS
A DESIGNER
STEP
UPD
AND ATE
EXPAND
DE D
9
REORGANIZE
YOUR ALLIANCES
IF YOU WANT TO COCREATE…
FORM AN
ALLIANCE
IF YOU WANT TO MASS INNOVATE…
USE
CROWDSOURCING
STEP UPD
AND ATE
EXPAND
DE D
10
REFINANCE
YOUR COMPANY
IF YOU’RE RUNNING A REVITALISED AND
RENEWED BUSINESS
REFINANCING IS THE LOGICAL ENDING TO

RESTRATEGIZING.
IT TOOK TEN STEPS TO ADAPT TO AN ECONOMIC
CRISIS.
REMEMBER THESE QUESTIONS?
STOP FIGHTING
START
ADAPTING
TO
LET’S CONCLUDE WITH THE ANSWERS.
1. STOP FIGHTING THE PAST.
2. START ADAPTING TO THE FUTURE.
NOW…
WHAT’S YOUR RESTRATEGY GOING TO BE?
PHOTO CREDITS
flickr.com
ERLET SHAQE
CEO of NEA-GROUP
© 2009
web www.erletshaqe.com

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How To Restrategize Your Company in An Economic Crisis

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How To Restrategize Your Company in An Economic Crisis

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HOW TO

Opportunities and threa

Strategy Opportunities and threa

presen presen presen

WE NEED BETTER MARKETING!

WE NEED TO COOPERATE WITH OUR SUPPLIERS!

WE NEED TO OUTSOURCE OUR IT!

WE NEED TRAINING PROGRAMMES!

WE NEED TO PERFORME OUR STAFF!

WE NEED TO SIMPLIFY OUR PORTFOLIO!

WE NEED THE BEST DYNAMIC WORKFORCE!

WE NEED TO OFFER DISCOUNTS!

WE NEED GOOD MANAGE RESOURCES!

E NEED TO FOCUS ON NEW&OLD CONSUMER

WE NEED GOOD LIDERSHIP!

WE NEED TO FOCUS WE NEED

WE NEED MORE CONTROL!

TO FOCUS WE NEED MORE

WE NEED WE NEED WE DON’T

WE NEED TO FOCUS WE NEED MORE KNOW

…THE SAME AS THE RULES FROM YOUR

AND HOW ABOUT

CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS

CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS

CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS

CREATIVITY IS AS MUCH ABOUT BOUNDARIES AS IT IS

LOCK THE ROOM

HEAD FOR THE

IT WILL GIVE YOUR MANAGERS AND EMPLOYEES NEW

*WHAT’S RIGHT IN- OR OUTSIDE OF YOUR COMPANY IS ALWAYS DEPENDENT ON THE

DO YOU USE TECHNOLOGY AND DESIGN TO

CLIENTS DECIDE WHETHER OR NOT YOU

REFINANCING IS THE LOGICAL ENDING TO

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