Differentiate or die
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Transcript of Differentiate or die
![Page 1: Differentiate or die](https://reader036.fdocuments.in/reader036/viewer/2022081511/55843dd9d8b42ad8268b4dce/html5/thumbnails/1.jpg)
Dr. Uditha Liyanage
Differentiate or Die
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See
Do
Get
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• What is Differentiation?
• What is the nexus between S &
D?
• What is Strategy?
Triple Forci
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• Competing to be the Best
What’s Not Strategy
• Strategy as Actiono “Our strategy is to merge…” o “… double our R & D spend”
• Strategy as Vision
• Strategy as Mission
o “Our strategy is to be no. 1”o “… to provide superior returns to s/h.”
o “Our strategy is to provide superior products ..”o “… to advance technology for mankind”
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• Strategy as Standing ?
Then, what’s Strategy
• Strategy as Steps ?
Strategy as Stand
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o “Stand as a Strategic Position taken by an organization on and in an industry/market”.
o Stand tells you, “who you are” and “what you stand for”.
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“It is vital that you first define “who you want to be”, before you figure out “where you want to go.”
Because, the latter depends on the former and not vice versa.
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Stand
Steps
Standin
g
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o In turbulent times, no “deliberate” steps. Only “emergent” steps.
o The need for Complex Adaptive Systems.
o Emergent Steps. All the more reason for a clear Stand.
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• Sri Lanka Tourism
• Singer Sri Lanka
Let’s Take …
• Sri Lanka Apparel
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• Standing :
• Steps :
One Million tourists by 2012
X program for UK
Y program for India
Z program for …….
• Stand ? :
“Land like no other”
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A land like no other …..
o To have ?
o To do ?
o To relate ?
o To see ?
o To be ?
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• “being-seeing” compact
• To “be and see”
• Authentic “being-seeing”
• It’s in Asia
• It’s an Island
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“Asia’s authentic being-seeing compact island”.
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• Six key words that articulate
the Stand of SLT
• Why “Asia” and “Island” ?
• Taking a Position on the market.
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So, in essence, strategy is about taking a stand –
a unique stand.
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It is also about what you do NOT stand for.
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Strategic position and trade-off’s.
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Now, what is Differentiation and, what is its nexus with your Stand?
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Strategy Differentiatio
n= =Unique
Stand
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So, what exactly is Differentiation ?
First, what is not differentiation ?
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• Differentiation is Not …
• Operational Effectiveness
• “Doing the same things better”
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• C2 > C1
• C2 has CA over C1
• But, C2 is not differentiated from C1
Differentiation vs. Superiority
KPD C2 C1
Z
X
Y
8 10
7 9
6 7
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• Better
Differentiation is not about being …
• Different“Differentiation is not doing the same things better”.
But, it is all about being …
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• Best practice
Good but not quite!
• Benchmarking
• Outsourcing
• TQM
• Six zigma
o Competitive Convergence
o Zero-sum Competition
• CI
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Productivity Frontier (Best practice)
Valu
e
Deliv
ere
d
Relative Cost Position
High
Low High
Low
(Porter, 1996)
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Differentiation is Not …
• Operational Effectiveness
“Doing the same things faster and cheaper”
• Operational Efficiency ?
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Operational E1 x E2
Operational (Value) Effectiveness (Being better)
(Cost) Efficiency (Being cheaper)
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Differentiation and its “sweet spot”
Company Capability
Customer NeedsCompetitor
Offerings
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“Differentiation is about doing
different things and/or doing things
differently, and not doing the same
things better, faster and cheaper”.
In Sum
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Thank you!