Three speakers took the stage to school us . This presentation is from the third speaker George Proudfoot of The App Business.

1. (Yet) another school of strategy
© The App Business

2. Me, TAB, and the strategy team
2© The App Business

3. © The App Business 3
Hello. I’m George.
Here’s where I’ve worked.
(neé Figtree)

4. © The App Business 4
Hello. I’m George.
Here’s where I’ve worked.
(neé Figtree)

5. 5© The App Business
Built by a team who launched the iPhone,
TAB specialises in the deep mobile technology
expertise required for a connected world.
MOBILE IS OUR
MOTHER TONGUE

6. 6© The App Business
Built by a team who launched the iPhone,
TAB specialises in the deep mobile technology
expertise required for a connected world.
MOBILE IS OUR
MOTHER TONGUE
👅

7. 7© The App Business
It’s a lofty purpose but one we can proudly stand by…
“CREATE TECHNOLOGY
EXPERIENCES THAT MAKE
THE WORLD WORK BETTER
FOR BILLIONS OF PEOPLE”

8. Hold on,
apps are just
…right?
© The App Business

9. Apps are
unbundling within
devices, and across
them
© The App Business
APP 2.0
ECOSYSTE
AppScreen
Notification
Chat
Web
MapApp
Voice
Widget

10. Underpinning the
services that set
today’s customer
expectations
© The App Business

11. That means our clients are
increasingly asking these sorts of
questions
“What’s the future of the forecourt?”
“How will people get from A-to-B in London tomorrow?”
“How can new technology help young people look after their money better?”
“How could mobile technology change the way people will redecorate their bathrooms?”
“How should meetings work and business decisions be made in 21st Century organisations?”
…
© The App Business

12. © The App Business
TAB Strategists are to
help our teams
answer them
Brett
JF
GeorgeHamish
Clara Marcus

13. © The App Business
TAB Strategists are to
help our teams
answer them
Brett
JF
GeorgeHamish
Clara Marcus

14. 14© The App Business
TA B S T R AT E G Y T E A M P U R P O S E S TAT E M E N T
(V1.2 … so please beat-up)
Fuel new ways of thinking about
people, technology and business
…to help everyone create best-in-class
products and services for our
clients & prospects, and their customers
…and grow TAB’s profile as a leading
partner for transformational change.

15. © The App Business
Four main ways we do that
15
1 2 3 4
Getting
people interested
Initial
investigations
Shaping new
propositions
Counsel for big teams
and long-term clients

16. © The App Business
Product
Owners
Engineers
Designers
Scrum
Masters
Architecture
Owners
Testers
Demand
Strategy specialists*
We’ll always be in the minority
*definitely to-scale…

17. © The App Business
NOT THAT
So we need to be
collaborative,
practical and
applied
THIS

18. So, what’s different about being a
strategist at TAB then?
18© The App Business
Caveat: I know that good agencies and consultancies think like this already and are doing good work…

19. © The App Business 19
Long-term programs and partnerships
OVER
Discreet consultancy
Unseen work can have the biggest impact
OVER
#Eyeballs = win
Services
OVER
Products & technology
OVER
Branding
1
2
3

20. © The App Business 20
Long-term programs and partnerships
OVER
Discreet consultancy
1
OVER

21. © The App Business 21
2
Unseen work can have the biggest impact
OVER
#Eyeballs = win
OVER

22. © The App Business 22
3
Services
OVER
Products & technology
OVER
Branding
OVER
Atom bank Drop
Customer
Context
Desired
Outcome

23. © The App Business 23
Long-term programs and partnerships
OVER
Discreet consultancy
Unseen work can have the biggest impact
OVER
#Eyeballs = win
Services
OVER
Products & technology
OVER
Branding
1
2
3

24. © The App Business
What’s the same then?

25. © The App Business
What’s the same then?
Lot’s of things.
Fundamentally it’s still all about
understanding people

26. © The App Business
Bon Chance.
Catch me on twitter: @pojmasta