20191008 - LASCOT2019 - What is strategy, and how is it agile?, Sophie Dennis

by Thierry de Pauw on


What is strategy, and how is it agile?, Sophie Dennis @sophiedennis

Sophie Dennis: user-centered digital strategy consultant

It's all bullshit
Why bother

Culture eats strategy for breakfast, Peter Drucker???

The strategy is delivery, Mike ...

[shortest talk ever]

This is based on 2 fundamental misunderstanding of what strategy is and too much exposure to bad strategy.

What is Strategy?

People get promoted to a more strategic role and they don't know what that means.

That is not something that gets thought to developers, designers, ...

How is it different from a vision or a mission or having a plan?

Why even bother with strategy?

There is surely nothing quite so useless as doing with great efficiency what should not be done at all
-- Peter Drucker

Strategy tells us:
- Where are we going?
- What will be different when we get there?
- Where are we now?
- How are we going to get from here to there?
- What might stop us and how will we overcome that?

(question: how is this different from The Improvement Kata?)

There is too much out there that is just "Bad Strategy".
worst of the buzz-word bingo.

An example of bad strategy: Simon Wardley, On the road ...
Make your own bad strategy at https://strategy-madlibs.herokuapp.com

Good Strategy

  • The "yeah, right" test

Example: "Cornwall is going to be the next silicon valley"

  • The "so what?" test

define a goal

otherwise you end up with a perfectly decent list of projects that a company would like to do
if we are lucky we are going to do something very efficiently that isn't very clear

Not strategy: apps, digital transformation, wearables, chatbots, AI, personalisation, a new logo, a rebrand, content marketing, agile, Agile, UX, lean UX, innovation, ...@sophiedennis
- @sebrose: This slide really needs big data too!
@sophiedennis #lascot https://t.co/OhWq4nCEQC

unless you can articulate what will be different if you do it

  • The "yes! and...?" test

So what makes a good strategy?

Strategy is a coherent plan to achieve a goal that will lead to significant positive change. @sophiedennis

Strategy is about changing something. @sophiedennis
Strategy should achieve a goal, @sophiedennis => must be realistic: does not fit the "yeah, right" test.

But it doesn't mean if the goal is not achievable it isn't a good strategy.
example: Man on the moon by JF Kennedy

Strategy should be concrete and tangible @sophiedennis
- @lunivore: "'Before this decade is out [to] land a man on the moon and return him safely to earth' - what a poster-child for a SMART goal!" @sophiedennis #lascot https://t.co/L0sq1facT7

Strategy should be coherent @sophiedennis
"we have examined where we are strong and where we are not, where we may succeed and where we may not ... we possess all the resources and talents necessary"

- logical and consistent
- forming a unified whole

Good Strategy results in: I can't argue with the consistency of the strategy.

A unified idea is what helps us to focus and leverage. @sophiedennis
- @wouterla: A good strategy gives us focus and leverage. @sophiedennis #lascot https://t.co/MVSdJIlzoG

Good strategy helps us make decisions.
Good strategy gives us purpose.
Good strategy enables us to delegate control and decision making. (Boeing 777)
Good strategy makes us more agile.

Strategy is something you have not something you write. @sophiedennis

Slides: https://www.slideshare.net/sophiedennis/usercentred-digital-strategy-what-it-is-why-it-matters-how-to-do-it-well