Brian

Brian

  • +15 years of stra­tegy & change expe­ri­ence
  • Corpo­rate, marke­ting & sales stra­tegy expert
  • Advisor to retail, energy, logi­stics & pharma clients

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Typical star­ting point of client

  • 70% of stra­te­gies fail for various reasons, from misin­ter­pre­ting an oppor­tu­nity over design failure to lack of compe­ten­cies, follow up or adjust­ment to external change
  • The reasons for this are well-known from beha­vioural econo­mics:
    • Humans are hard­wired to focus narrowly
    • Humans tend to fall in love with an idea and then stop looking for discon­fir­ming evidence – parti­cu­larly if the idea came from the top and with force
    • Humans build unrea­li­stic plans, stick with status quo and never look back

Inno­va­tive approach

  • Broaden the perspec­tive with for example mega­trend analysis, stretch targets or compare several endea­vours simul­ta­neously to avoid the tend­ency to misin­ter­pret an oppor­tu­nity, a market or a product as well as get the leadership team on the same page
  • Take a debiased deci­sion using tools like wisdom of the crowds, itera­tive and cohe­rent metho­do­lo­gies or prede­fined selec­tion criteria and core prio­ri­ties to avoid design fail­ures parti­cu­larly from confir­ma­tion bias
  • Dive into those areas, where more or contra­dic­ting evidence is needed to avoid the over­con­fi­dence that creates poor budgets and unrea­li­stic time­lines; zooming in on a few areas to double check data after taking most deci­sions
  • Prepare to be wrong and run a premortem process to iden­tify the poten­tial chal­lenges, test the stra­tegy with small bets before diving in and set up an early warning system

Typical effect/result

  • The short term deli­ver­able is a unique, solid and fast stra­tegy backed by an aligned team, thus substan­ti­ally increa­sing the likeli­hood of success
  • The longer term value has been rese­ar­ched across indu­stries and the diffe­rence between compa­nies applying strong analysis only and those adding strong stra­tegy process is 500% increase in results on average
Brian

Brian

  • +15 years of stra­tegy & change expe­ri­ence
  • Corpo­rate, marke­ting & sales stra­tegy expert
  • Advisor to retail, energy, logi­stics & pharma clients

Want to get to know Brian?

Get in contact

Still curious?
There is more to see here:

All impulses