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About differentiating and standing away from competition to offer something unique to the market. What is a Strategy canvas, qualities and steps in drawing one.
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STRATEGIC CANVAS
Because “the soul never thinks without an image.”
In 14 slides, we will cover• EXAMPLES of Strategic Canvas• QUALITIES of effective strategy• STEPS for visualizing strategy
EXAMPLES
Southwest airlines
Yellow tail wine
EFS Money Transfer
EXAMPLES QUALITIES STEPS
EXAMPLES QUALITIES STEPS
EXAMPLES QUALITIES STEPS
EXAMPLES QUALITIES STEPS
Discoveries: Customers hated wasting time with Account Execs. Ph calls were being made to confirm – Payment made?
Changes: Payment tracking, Acc Execs only for AAA account, computerisation
Competitor Clearskies’ tagline: One Click e-Z FX.Final tagline: The Federal Express of corporate foreign exchange: easy, reliable, fast, and trackable.
3 QUALITIES FOR EFFECTIVE STRATEGY
EXAMPLES QUALITIES STEPS
1. Focus
2. Divergence
3. Compelling Tagline
1. FOCUS
Focus on a few areas
Example:
Subway: fresh, healthy
+ price
+ many locations
from among• Taste• Health• Many locations• Variety• Price• Ambience• Drive-ins
EXAMPLES QUALITIES STEPS
Old Spice: Manly
from among• Long-lasting• Price• Energetic • Sporty• Anti-
bacterial
EXAMPLES QUALITIES STEPS
2. DIVERGENCE
Don’t keep up with competition. Be different from it.
Eg: Dove with its ‘real beauty’ voice.
THINK:
How would you diverge if selling laptops?
EXAMPLES QUALITIES STEPS
3. COMPELLING TAGLINE
Good and definite strategy lends itself to a clear tagline.
VISA: It’s everywhere you want to be.
Volvo: For life.
Las Vegas: What happens here, stays here.
Fox News Fair and balanced.
THINK: How is the USF tagline? “Change the world from here”
EXAMPLES QUALITIES STEPS
4 STEPS FOR VISUALIZING STRATEGY
EXAMPLES STEPSQUALITIES
EXAMPLES STEPSQUALITIES
Visual Awakening
Draw your current strategy “as is”. Consider all factors.
Visual Exploration
Go into the field. Ask. Observe.Discover adoption hurdles, what others are offering, what to change.
Visual Strategy Fair
Draw “to be” strategy. Invite all solutions. Modify as per feedback from customers, lost customers, to be customers.
Visual Communication
Show before-after strategy.New strategy should be narrowed down to achievable points of focus.
THE END