This document introduces a handbook for innovators and disruptors seeking to challenge outdated business models. It provides thoughts on strategy and planning from Alexander Osterwalder and Yves Pigneur, who co-created the book with contributions from 470 practitioners worldwide. The document emphasizes that strategic thinking requires combining rational analysis with creative solutions to design new patterns, and planning involves asking the right questions about who communicates what message to whom through which channels with what effect.

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 on
strategy & 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

3. “ 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 ever
maximum impact of its originality.“
art … what was effective
one day, will not be effective the next, because it has lost the
of its originality.“
Bill Bernbach
Bill Bernbach

4. Strategies are islands in the
sea of uncertainty.

5. Logical / Linear Thinking.

6. Lateral / Creative Thinking.

7. Strategic Thinking.

8. IDEO calls this design thinking.

9. 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

10. Planning is about asking the right questions.
Who
says what
to whom
in which channel
with what effect?

11. 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

12. Define long-term brand identities.

13. Make the creative process goal-oriented.

14. Use insights to create powerful messages.

15. Find the right touchpoints and channels.

16. Make Marketing activities more efficient.

17. 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

18. There is a fine line between strategy and insanity.