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Outthink the Competition:
Five Strategies to Trigger Disruptive Growth
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Alexander the Great
Genghis Khan
Col. John Boyd
Sun Tzu
Napoleon Bonaparte
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Steve Jobs
Richard Branson
Henry Ford
Estee Lauder
Oprah Winfrey
Bill Gates
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Martin Luther King, Jr.Nelson Mandela
Mohammad Yunus Benjamin Franklin
Mahatma GandhiMother Teresa
Rosa Parkswww.kaihan.ne
t
Dick Fosbury
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The accepted way of doing things.
See the one that takes their market and competitors off-guard.
1-2-3A-B-C
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The Fourth Option™
The strategy to outthink the competition®.
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Q: How can you consistently see Fourth Options?
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A: Think strategically about the stories you tell.
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Consciousness
Phonetic Loop Visuospacial sketchpad Episodic buffer
Source: The Baddeley Model of Short-term Memory
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ExpertMasterGrand master
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Profit (EBITDA Margin)
Return (TRS)
Revenue CAGR
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Five Strategic Narrative
1.New & Old2.Creation & Destruction3.Enemies4.Today & Tomorrow5.Power
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Stories about today & tomorrow.
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Where is the next
battleground?How could
you initiate it?
• People are focused on the current battleground• You identify
(or determine) a new battleground• You move
there early and wait
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Stories about new & old.
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RIM
Apple
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What has been
abandoned that you could
breathe new life into?
• People scrambling for the new thing• You find
something abandoned• You breath
new life into it• This
differentiates you
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Stories about creation & destruction.
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Chess Go
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-
5,000
10,000
15,000
20,000
25,000
2002 2003 2004 2005 2006 2007 2008 2009
Annual Revenue$ Billions
AFLAC
Unum
Calloway Golf
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Gary Vaynerchuck – Social Media Sommelier
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“They’d swirl & smell & slurp and spit and then spout the same classic terminology every time, how the bouquet was rose petals or the finish was silk. I would stick my nose in the
glass, suck in a mouthful of air & wine, & the only thing running through my head would be, ‘Man, this really tastes like Big League Chew’ or “If this isn’t a Watchamacallit bar, I don’t
know what is.’”
Gary Vaynerchuk
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What can you create “out of
nothing” to change the
dynamic in your favor?
• People are focused on the current players• You add a new
player to the game (new customer, occasion, supplier)• You change the
dynamics in your favor
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Stories about enemies.
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91152
256
401
516
2005 2006 2007 2008 2009
VPRT Revenue$ Millions
Who else would
benefit if you win?
• People draw clear lines between who can partner with and who you cannot• You reach
outside of those lines• You surprise
your market
Stories about power.
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Combine & coordinate independent elements within your environment to orchestrate much greater power.
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What people or communities
out there could you coordinate to achieve your
goals?
• Agents or communities are uncoordinated• You find a way
to coordinate them• You build
power
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Five strategic questions:
1.Where is the next battleground?2.What has been abandoned?3.What can you create out of nothing?4.Who else benefits if you win?5.What could you coordinate?
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