EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording

Jun 23, 2026 16:04 · 1:05:57 · English · Whisper Turbo · 3 Skaļruņi
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0:13
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
so is the presentation visible your voice
0:26
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
is bit low your voice is very low okay hope it is
0:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
better now uh yes yeah
0:34
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
so is is my screen visible is can you see the presentation
0:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
slide yes yes okay thank you thank you yeah
0:43
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
okay uh good evening good evening uh
0:47
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
nevin my hair hope you are doing good and you had a good day today
0:51
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
so
0:53
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Last session,
0:54
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you remember,
0:56
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
we spent some time understanding what a strategic choice looks like
1:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and what happens when an organization makes the wrong
1:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
one, the wrong choice.
1:05
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
We saw the example of
1:10
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Nokia and discussed that they
1:15
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
chose to stay with the keypad hardware.
1:20
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Although they saw the iPhone coming and did
1:24
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
decide not to pivot.
1:25
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
We found that it failed on suitability
1:32
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and consistency.
1:33
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And we also concluded that their
1:37
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
choice or the strategy that they adopted at that time
1:41
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
was not right or was wrong
1:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
actually.
1:51
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Okay, but today I want to go back to Nokia again and
1:55
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
ask a different question.
1:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Not what choice did they make,
1:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but whether they even had the capability to make the right one.
2:04
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So if you remember,
2:06
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
we discussed that they had a prototype ready
2:11
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
at that time,
2:12
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a touchscreen smartphone,
2:14
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which they had built internally years before
2:18
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the Apple was launched.
2:20
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So why couldn't they execute that pivot?
2:23
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It's not because they lacked the
2:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
intelligence, not because they lacked resources,
2:32
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but because the capability required to win in the new
2:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
world, you know,
2:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the trends that were coming up,
2:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the software development culture,
2:40
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the consumer experience design,
2:43
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the app ecosystem thinking.
2:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that was not something Nokia possessed in any
2:49
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
meaningful way at that time.
2:50
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
They had the hardware in their DNA,
2:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but the new game at that time,
2:56
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if we can call it that,
2:58
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
was software.
2:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And no amount of strategic
3:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
choice analysis was going to close that gap quickly
3:08
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
for them.
3:11
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
That is the question this session I wanted to build
3:15
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
around. Not what we should do,
3:17
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but what we actually have that it takes to do it.
3:24
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
The last session gave you the outside -in lens.
3:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know,
3:29
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to read the market,
3:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to position against your competitors,
3:33
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to evaluate a choice once you have made it.
3:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
But today,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
considering the topic,
3:40
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
we are seeing what is,
3:43
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in terms of what is inside -out,
3:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
we look at that lens.
3:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So how to understand...
3:51
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to understand your own capability,
3:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to know where you truly create value,
3:56
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
how to assess honestly whether the strategy you
4:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
have chosen can actually be executed by the organization
4:05
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you actually have.
4:06
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So this is the strategy toolkit and
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it starts from the inside.
4:19
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So before we get into the details,
4:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
let's understand what we actually mean when we say the strategy
4:26
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
toolkit.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Overall,
4:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a strategy toolkit is simply a collection of structured frameworks
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and techniques that help you analyze a
4:39
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
business situation.
4:41
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It helps you test your thinking and
4:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
arrive at a sound strategic decision.
4:48
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that's it.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Nothing more than that.
4:50
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It's not a single model.
4:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It's a set of instruments and like any
4:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
set of instruments,
4:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
there are different tools.
5:00
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
that are designed for different jobs.
5:02
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You can also think of it the
5:07
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
way you would think of a doctor's diagnostic kit.
5:10
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So you have a stethoscope which will tell you one
5:14
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
thing and then you have the blood test that
5:18
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tells you something else.
5:20
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You can have the x -ray which will reveal something.
5:25
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know neither can neither of the earlier two can show you so no
5:30
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
single instrument gives you the full picture and using the wrong
5:34
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
one for the situation in front of you will give you an incomplete
5:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
or sometimes misleading diagnosis so strategy
5:42
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
works exactly the same way now broadly
5:47
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the tools in the strategy toolkit they fall into
5:51
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a few categories so some
5:54
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tools,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they look outward as we saw it last time,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, in our last session.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it looks at the market,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the industry,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the competitive landscape.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So you have the,
6:06
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
or we discussed the Pestel and the,
6:09
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
6:09
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Potter's Five Forces,
6:10
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which we went through in detail
6:14
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in the last session.
6:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And I'm sure you went through it during Dr.
6:18
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Ramya's session too.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
There are some tools that look inward.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So, basically at your organization's
6:29
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
own capabilities,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
resources and value drivers.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So some tools help you position yourself,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
comparing the internal strength against the external opportunity.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So you can see clearly where you stand or where the
6:45
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
position of the company stands at that point.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So strategic position assessment,
6:50
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which is one of the tools that we'll cover today,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
that does this exactly.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And there are some tools that help you decide and
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
prioritize.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So tools like portfolio analysis or you have the growth
7:07
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
share metrics,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
for example,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which help you see where to invest,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
where to hold.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And then also you can take a decision of where to walk away.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So what is the
7:22
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
actual purpose of having a toolkit?
7:25
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
There are three things.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
First,
7:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it brings discipline to thinking.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So without structure to strategic decisions in most
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
organizations,
7:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they turn into opinion battles.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know,
7:41
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the most senior person in the room or the loudest voice,
7:46
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, they tend to win the argument regardless of whether they are right.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know, I hope you understand,
7:52
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you correlate with this as you must have experienced this at your
7:57
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
work sometime too.
7:58
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So, a good framework will force or rather it forces everyone
8:02
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
to look at the same evidence in the same structured way.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Second is,
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it surfaces what intuition
8:13
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
usually misses.
8:15
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
8:16
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
experienced managers have excellent instincts.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Instinct alone will tend to miss the blind spot
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
sometimes.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And the tools are specifically designed to expose the
8:31
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
things that otherwise it's overlooked.
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S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So a portfolio analysis for example regularly reveals
8:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what a business,
8:40
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what the business everyone knows is performing well
8:44
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
is actually destroying value once you look at the real numbers.
8:49
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
This happens when you do the due diligence internally.
8:52
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And the third is that the
8:56
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
The toolkit gives you a common language,
8:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
basically.
8:59
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So when your finance director or your,
9:02
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
9:03
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the head of operations or your CEO,
9:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
9:05
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they all understand what a value driver tree is or
9:10
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what it means to be a,
9:11
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, cash cow versus the question mark.
9:14
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So conversations that used to take weeks of,
9:18
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, misunderstanding will suddenly take like very less
9:22
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
time. You can solve things within an afternoon.
9:25
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
9:26
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
before I go to the next slide,
9:28
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
one important point,
9:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
9:31
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a toolkit is not,
9:33
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
or a strategy toolkit is not a substitute for
9:37
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
judgment.
9:37
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
9:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
please remember that.
9:39
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
The tools within the
9:43
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
toolkit organize your thinking and sharpen the evidence,
9:47
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but they do not make the decisions for you.
9:53
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Okay, now before we look at the different tools available
9:58
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
to us
10:00
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
or to the managers in the company,
10:01
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
etc. I want to share an interesting finding which I actually
10:05
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
came across today only while doing a research for the session today.
10:09
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
This research involves
10:13
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
more than 2000 managers across different industries and countries.
10:17
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And this study was conducted by an
10:21
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
entity called Advanced Institute of Management Research or AIM Research.
10:28
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
This slide shows or I wanted just to share the findings
10:33
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
with you on the slide and I'll also share the overall document
10:37
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you are interested.
10:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Later I'll share it with Dr.
10:40
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
May and maybe she can forward it to you.
10:43
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So in this study the researchers wanted to answer
10:47
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a simple question.
10:48
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
What strategy tools do managers actually use?
10:52
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Now, interestingly,
10:54
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the study found that managers do not use like multiple
10:59
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
or dozens of frameworks.
11:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
In fact,
11:01
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
most managers use just between,
11:03
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
11:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
two to four.
11:06
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Two to five tools basically.
11:08
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So the idea of a strategy toolkit is not about
11:12
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
collecting every framework you have ever learned.
11:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
That's not the whole idea.
11:18
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It is about knowing which tools are most useful for
11:22
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the strategy question you are trying to answer.
11:25
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that is the whole crux of getting or having
11:30
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a strategy toolkit.
11:32
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So this study particularly also identified what they called a
11:36
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
core strategy toolkit.
11:41
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
These were the tools that were most frequently used
11:45
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
by the practitioners.
11:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
11:49
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
these also included what we commonly
11:53
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
know, but I'll just list it down for you.
11:55
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Like, for example,
11:56
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you even look at the slide,
11:58
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
SWOT analysis,
11:59
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
key success factors,
12:01
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
core competency analysis,
12:04
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
scenario planning,
12:05
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
value chain analysis,
12:07
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, Porter's forces.
12:08
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and pestle analysis,
12:10
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
BCG metrics,
12:11
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
etc. And we will go through this in detail going forward
12:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in the next slides.
12:17
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So, the important lesson here is that different tools serve different
12:21
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
purposes.
12:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know,
12:23
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
for example, some tools are particularly useful during the analysis
12:27
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
stage.
12:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
12:28
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
this is when you are trying to understand your environment,
12:31
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
12:32
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
assess the competition or identify external influences.
12:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know,
12:37
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tools such as your PESTEL and PORTUS 5 forces
12:41
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
become valuable at that stage during the...
12:45
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
uh analysis stage the other tools are more useful when
12:50
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
making like strategic choices so scenario planning
12:54
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
for example was considered one of the most valuable tools when
12:58
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
managers were deciding between you know alternative
13:02
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
futures and choosing strategic directions then
13:06
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
as organizations move towards execution
13:11
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
another concept became important,
13:13
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which was the key success factors.
13:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
This research found that this
13:19
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
was one of the few tools considered particularly valuable
13:23
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
during implementation.
13:24
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So in other words,
13:27
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
once a strategy has been chosen,
13:29
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
managers need to identify the handful of factors that
13:33
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
will determine whether the strategy will succeed or fail.
13:41
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You know, the overall is that the strategy toolkit is not
13:45
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
like a checklist and you should not consider it like one,
13:48
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
two. So it's not about asking,
13:50
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, which framework,
13:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
13:53
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what's the list of framework I have and,
13:55
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
13:57
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and which one I have not used yet.
13:59
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that's not the idea.
14:01
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Instead,
14:02
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it is about asking,
14:04
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, what problems I'm trying to solve or what problem the organization is
14:08
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
trying to solve.
14:10
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
decisions am i trying to make you know and which tool
14:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
will help me think about the problem most effectively so that's
14:19
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the the key uh the questions that can be uh
14:23
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
solved here so the best strategies are not the
14:27
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
ones you know that follows
14:33
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
a great number of frameworks they are the ones who know which tool to use
14:37
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and when to use and
14:40
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Also specifically when not to use.
14:43
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So this is perhaps the true value
14:47
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
of a strategy toolkit.
14:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Okay.
14:55
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Before we go into the tools.
15:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And these are specifically tools which we did
15:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
not cover in the last session when we were discussing the strategic choices.
15:07
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So we have got a few new tools here.
15:11
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
But we did cover PESTL,
15:15
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Fire Forces,
15:15
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Generic Strategies,
15:17
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
NSOF and SAF last time,
15:18
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you remember.
15:19
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So I've
15:23
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
just...
15:24
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
put down these here to be honest about,
15:27
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, each tool,
15:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what they can do and what they cannot do.
15:31
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
15:32
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
again,
15:33
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
coincidentally,
15:34
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
I was reading a report by a consultant called Morgan Cross,
15:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
15:40
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and I found something very interesting,
15:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
where he says that the SWOT analysis is perhaps the
15:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
most famous strategy tool.
15:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And while it is simple,
15:50
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it is not particularly insightful.
15:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it gives you a long list of information without a real
15:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
handle on what truly is important.
15:59
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
I think
16:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
that it is exactly right.
16:05
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And most of you have probably sat in a...
16:09
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
strategy meeting or have done some projects earlier where
16:13
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know someone or yourself may put maybe
16:18
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
have made a SWOT table and you must have spent
16:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
say a good amount of time filling in the boxes and then walked
16:26
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
out with a very long list but no clarity on what to do next
16:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
so this is what the whole thing is about so the problem with
16:34
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
SWOT is is not the concept it is that
16:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It is a container and not a tool per se.
16:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it collects information.
16:44
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It does not help you prioritize,
16:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
sequence or decide.
16:47
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Okay,
16:49
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
so let me give you a clearer map on the toolkit,
16:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which, you know,
16:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what each tool is actually for and what it cannot tell you.
16:57
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So PESTL,
17:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you remember,
17:01
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
is a model.
17:03
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
for a strategic tool used to analyze the external
17:07
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
macro environmental factors that can impact an organization.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it stands for political,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
economic,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
social,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
technological,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
legal and environmental factors.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Hence the acronym.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So by examining these
17:27
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
areas businesses can identify potential risks and
17:32
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
opportunities that could affect their operations and strategy so
17:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
it's often used in strategic planning to ensure that decision
17:41
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
makers consider a wide range of external influences and stay
17:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
adaptable to changes in the external environment
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It can do all this but at the end it
17:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
cannot tell you how to respond.
17:54
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then we have the Porter's Five Forces.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It tells you how attractive your industry is and
18:02
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
where the competitive pressure is coming from.
18:05
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It helps you identify the five forces that place
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
competitive pressure on
18:14
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the CX level managers or on the company per se or
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in any given industry.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And it focuses on the five dimensions,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which is the threat of the new entrants,
18:27
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the bargaining power of suppliers,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the bargaining powers of buyers.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
threat of substitutes and competitive rivalry so at
18:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the end it cannot tell you what your organization is capable of so
18:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
these are the shortcomings basically in importers generic
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
strategies also where it tells you how to position
18:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
competitively within your industry,
18:54
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
but it cannot tell you whether you have the capability to hold that
18:58
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
position.
18:58
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Same thing with NSOF.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So the metrics can help you determine which of the four
19:05
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
strategic directions best supports your growth strategy.
19:08
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You have the four quadrants here,
19:11
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
market penetration,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
product development.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
market development,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
diversification,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
etc. And it tells you what kind of growth move
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you are making and how much risk you are taking on.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
It does all that.
19:25
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
But it cannot tell you whether the move is actually executable.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then we have the SAF or the SAF test which
19:35
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tells you whether a proposed choice is suitable,
19:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
acceptable,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
feasible and consistent.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it's like a stress test but it's not a discovery
19:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tool.
19:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So all of these are external tools.
19:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
They look outward and yes they are
19:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
necessary but they are incomplete without the inside
19:56
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
out tools which we will cover shortly.
20:01
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Uh...
20:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
This is also the sequencing logic.
20:06
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
If you look at the table here,
20:08
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
because the order in which you use these
20:12
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
tools also matter very much.
20:15
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So you start with the external environment,
20:17
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which is the pestle and five forces.
20:19
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then you look internally at your capability and value
20:23
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
drivers.
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then you assess your strategic position,
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S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
like where you sit in the market relative to
20:31
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what you are capable of.
20:33
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And then at the end,
20:34
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you make your choice,
20:35
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, using Porter or Ansoff.
20:37
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And then you,
20:38
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
20:39
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in the end, evaluate it using the SAF test.
20:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So most organizations do this in the wrong
20:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
order.
20:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And usually they jump to choice before
20:51
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they have done the internal work.
20:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So,
20:54
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know,
20:55
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
managers in those firms,
20:56
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they decide where they want to go before honestly assessing whether
21:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they can get there.
21:03
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And so coming back to our favorite case study,
21:07
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which is Nokia.
21:08
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So they knew the market was moving.
21:11
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
They had the external picture.
21:13
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So what they never honestly confronted
21:17
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
was the internal one.
21:19
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that is what we can deduce.
21:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
The first tool or the first new tool from
21:32
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the last time is the one of the most practically useful
21:37
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
frameworks in strategy and one that most,
21:41
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you know, people outside of the consulting may not have
21:45
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
heard of or may not have encountered.
21:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So it comes from Michael
21:52
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Triassi and Fred Versima.
21:55
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
who published a book called The Discipline of Market Leaders
21:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
in 1995.
22:00
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So if you can get a hand of that book,
22:04
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
I think it would be a good read.
22:07
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
In that book,
22:08
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the central argument is that customers in
22:12
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
any market,
22:13
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
they fundamentally value one of the three things.
22:17
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So first is they value the best
22:21
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
value for money,
22:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
which is the most cost -effective,
22:25
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
reliable and convenient option.
22:28
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then they value the best product,
22:30
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the most innovative,
22:32
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the most advanced and the cutting edge product is what is desired.
22:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Or they value the best solution.
22:38
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So the solution has to be the most personalized,
22:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the most tailored to their specific situation or
22:46
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
their needs.
22:49
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
corresponding to those three customer values are three organization
22:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
disciplines which you see here first is
22:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the operational excellence you know the
23:02
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
your entire organization is designed to deliver the best
23:06
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
value for money right excuse me
23:11
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
what they
23:16
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
need to deliver is low cost high efficiency reliable
23:21
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
execution
23:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
minimal complexity so the golden rule here is that
23:26
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the variety kills efficiency every time
23:31
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
you add a product line or you know you make any customization or
23:35
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
any exception you erode the operational model right so
23:42
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
To give an example,
23:43
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Amazon logistics is
23:48
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
very true to this example.
23:49
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And if you look at this region,
23:51
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
we have Air Arabia.
23:53
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So every decision they make is about stripping
23:57
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the cost out and keeping the model clean.
23:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Then we have product leadership.
24:03
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So the organization is built around innovation.
24:09
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
You cannibalize your own products before a competitor can.
24:13
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So that's the idea.
24:14
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And you invest heavily in the research
24:18
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
and development,
24:19
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
bringing new things to the market faster than anyone else.
24:22
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So Apple is a global example in this.
24:25
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And we have Ian in UA again attempting this pivot,
24:29
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
if you remember from our last session.
24:31
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So from a traditional telecom operator to a technology
24:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
end.
24:36
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
digital services group that it is being promoted is
24:40
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
now around the product innovation we have then
24:44
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
the customer intimacy so the organization
24:50
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
is built around solving the clients broader problems so
24:54
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
deep relationships you know again customizing that you
24:59
S… Speaker 1 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
know your customer
25:00
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Better than they know themselves.
25:02
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Is the idea they need to run with.
25:03
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
And.
25:04
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
They need to build their offering.
25:08
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Around that knowledge.
25:09
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So I was recently with someone.
25:12
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
Today morning itself.
25:13
S… Speaker 2 (EU_BBA_Session 28- Module 2 - Making Sense of strategy-20260617_213631-Meeting Recording)
So I would like to.

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