Strategy | The Brainzooming Group - Part 239 – page 239
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Forecasts and size estimates shown with multiple decimal points are scary because they invariably imply a phony level of precision. When you’re estimating something, understand up front how precise the answer has to be, and present the result accordingly.

Doing a near-term estimate for a production forecast is one thing. But if the question relates to a market’s size to gauge relative market share or reasonable long-term growth expectations, it’s probably appropriate for your answer to be a range, and maybe a pretty wide one (2x or 3x differences between the low and high end may even be reasonable).

Also, rather than investing all your efforts in one estimate, approach it with multiple methodologies or sets of inputs to create credible boundaries for your estimated range. That’s “precision” that’s more valuable than any level of phony decimal places.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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In terms of competitive strategy over the past thirty years, multiple villains have been able to create damage, wreak havoc, and end lives (all defined as success for them) by very often using non-traditional & apparently illogical techniques.

Despite how reprehensible their approaches are, they provide the basis for identifying potential competitive strategies in business. Here are potential approaches to plug into the character exercise to identify new competitive strategies:

  • Be very low profile
  • Conceal your appearance
  • Stay in hiding
  • Move around continuously to evade detection
  • Select an attention-getting target
  • Plan out all variables in the competitive attack
  • Work through a network of loyal followers
  • Patiently wait for the right moment to act
  • Do things differently each time to avoid detection
  • Conduct attention-getting attacks
  • Frighten large groups of people
  • Publicize your motives
  • Create the perception of future potential moves

Again, this isn’t advocating being a villain. But it is suggesting that variations on many of their planning techniques can be used legally to compete in business with a high degree of surprise and effectiveness.

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

 

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The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Here are three links that can benefit you in varying (and sometimes fun) ways when preparing marketing plans.

Guerrilla Marketing Plans

I haven’t “blogged” other conference presentations yet, although I typically write pages of notes and idea starters. One of the most valuable note packets was from a 2003 Transportation Marketing Communications Association presentation by Jay Conrad Levinson, the father of guerrilla marketing. He covered essential elements of a marketing plan and the number of times you need to get a message in front of potential customers to move them to be repeat buyers. Interestingly enough, surfing the web recently, I found this Spark Insight page with notes taken from the same speech Levinson was giving then. Not sure if he’s still covering this material, but it’s a great quick reference on guerrilla marketing.

Marketing Plan Simplicity

This link to Entrepreneur magazine content popped up on AOL recently. It’s a great reminder on the importance of simple prose, reasonable length, and a direct style when preparing a business plan. While its target audience is people writing business plans for their own start-ups, it’s certainly applicable for any marketing or business plan you’re putting together even within a big company.

Deceptive Simplicity – “Indexed

I love a Venn diagram just as much as the next person. Okay, I love a Venn diagram more than most people. This book and website by Jessica Hagy capture her commentary on a wide range of topics through Venn diagrams, x-y charts, and other graphs. She produces an amazing amount of content on her blog and generates a lot of comments debating what the charts mean. Her ability to translate complex issues into a few lines and words on an index card is inspirational (and maddening – if you struggle mightily to express ideas simply!).

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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The phrase “fighting fires” gets thrown around pretty casually in business. For real fire fighters, however, it’s a highly skilled, dangerous endeavor focused on both prevention and ensuring public safety amid life threatening fires.

In this week’s Change Your Character exercise, let’s see what fire fighters can teach us about stopping the non life-threatening challenges we face in business; brainstorm 3 potential ideas for each of the fire fighting approaches listed below:

FIRE PREVENTION

  • Performing community outreach & education on fire prevention
  • Training with real fire situations
  • Inspecting buildings to ensure susceptibility to fire is reduced
  • Having a special number for people to report problems

DURING A FIRE

  • Getting to the scene of the fire quickly
  • Bringing specialized equipment and proper tools with them
  • Using resources at the scene
  • First finding the fire’s origin
  • Identifying potential risks
  • Rescuing people in danger / harm’s way
  • Locating casualties / people injured & providing assistance
  • Analyzing the fire for potential future trouble spots
  • Removing the fire’s source of fuel
  • Addressing self-preservation

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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As a follow-up to yesterday’s post on combating overly detailed PowerPoint slides, here are two quick checks to keep yourself honest on the detail level and clarity of your slides:

Check #1 – Print out your “finished” PowerPoint presentation with 16 (or at least 9) slides on the page (you can usually do this in the Printer Setup dialog – not directly in PowerPoint). At that resolution, see if you can read what’s on EVERY slide without squinting. If you can, you’re audience will be able to read it as well. If you can’t, neither will your audience, so go back to yesterday’s post and start again.

Check #2 – Cover the headline on each slide and ask, “Can the audience get my point from the slide’s content?” Next, cover up the content and ask, “Can the audience get my point from the headline?” Then determine, “Is the point consistent for both the headline and the content?” The right answer to all these questions is “Yes,” if you’re slide is a good one. If not, you’ve got some more work to do.

Simply using the principles outlined in the past two posts will demonstrate to your audience that you’re thinking about them and are making strides to deliver value to them with your content.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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To wrap up “Hit ‘Em Where They Ain’t Week,” here are strategy quotes that reflect Wee Willie Keeler’s competitive perspective:

  • “Competitive strategy is about being different. It means deliberately choosing to perform activities differently or to perform different activities than rivals to deliver a unique mix of value.” – Michael Porter
  • “Strategy used to be about protecting existing competitive advantage, but not any more. Today it is about finding the next advantage.” – Vijay Govindarajan, Chris Trimble
  • “K is for Keeler
    As fresh as green paint
    The fustest and mostest
    To hit where they ain’t.” – Ogden Nash

 

Photo: http://losangeles.dodgers.mlb.com/la/photo/history/ph_history_timeline_keeler.jpg

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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How many people in your company read trade pubs and websites from your industry? Probably a lot of them.

How many of them are deliberately perusing content from industries outside yours or in functional areas outside their fields of expertise? Probably not all that many.

So what should you do about it? Be a contrarian – go where everybody else isn’t, checking out trade pubs and web content from outside your industry such as:

  • Industries known for innovation or performance in areas where your industry lags.
  • Industries with similar, but more advanced life cycles than yours.
  • From functional areas that your business may ignore, but probably shouldn’t.

Pursue this approach and keep answering the question, “How can we apply this out of industry content to our business situation?”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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