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Some thoughts on strategic planning


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This is a random selection of some thoughts on the process of developing strategies and the discipline of planning. The slides focus on communications planning. I used these slides for some internal presentations and for educational purposes, e.g. at a seminar at the University of Mainz.

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Some thoughts on strategic planning

  1. 1. You’re holding a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow’s enterprises. It’s a book for the…Some thoughts onstrategy & planning written by Alexander Osterwalder & Yves Pigneur co-created by An amazing crowd of 470 practitioners from 45 countries designed by s [cubed] Alan Smith, The Movement
  2. 2. “ Advertising is an ever changing art ... what changing was effective on day, will not be effective the„Advertisingnext, because it has lost the maximum impact is an evermaximum impact of its originality.“ art … what was effectiveone day, will not be effective the next, because it has lost the of its originality.“ Bill Bernbach Bill Bernbach
  3. 3. Strategies are islands in the sea of uncertainty.
  4. 4. Logical / Linear Thinking.
  5. 5. Lateral / Creative Thinking.
  6. 6. Strategic Thinking.
  7. 7. IDEO calls this design thinking.
  8. 8. Itʻs where magic and logic collides.“ The best possible solutions come only from a combination of rational analysis based on the nature of things, and imaginative reintegration of all the different items into a new pattern, using non-linear brain power.” Kenichi Ohmae
  9. 9. Planning is about asking the right questions. Who says what to whom in which channel with what effect?
  10. 10. Different roles in the planning process. Who > Brand Planner says what > Creative Planner to whom > Insight Planner in which channel > Channel Planner with what effect? > Efficiency Planner
  11. 11. Define long-term brand identities.
  12. 12. Make the creative process goal-oriented.
  13. 13. Use insights to create powerful messages.
  14. 14. Find the right touchpoints and channels.
  15. 15. Make Marketing activities more efficient.
  16. 16. Tasks across the planning cycle. Information Center Market Researcher Review Insight Miner Familiarize Futurologist Qualitative Focus Group Moderator Evaluate Hypothesize Data Analyst Voice of the Consumer Media / Communications Planner Optimise Synthesize Strategic Thinker NPD Consultant Inspire Brainstorming Writer of Creative Brief Facilitator
  17. 17. There is a fine line between strategy and insanity.