Kaihan Krippendorff Outhink Competition Part1
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Transcript of Kaihan Krippendorff Outhink Competition Part1
RICHARD BRANSON OPRAH WINFREY SŌICHIRŌ HONDA ELIZABETH ARDEN
DHIRUBHAI AMBANI BILL GATES CHARLES REVSON HENRY FORD
MARTIN LUTHER KING JR MOTHER TERESA MAHATMA GANDHI NELSON MANDELA
ROSA PARKS MUHAMMAD YUNUS MARGARET THATCHER BENJAMIN FRANKLIN
JOSH LINKNER EPRIZE
SABRINA HERRERA GENOMMA LAB
SUSAN LYNE GIFT GROUPE
MARK VADON BLUE NILE
TOM ADAMS ROSETTA STONE
ANN HAND PROJECT FROG
WAYNE GATTINELLA WEBMD
ELON MUSK TESLA MOTORS
LARRY PAGE GOOGLE
MARISSA MAYER YAHOO
ARIANNA HUFFINGTON HUFFINGTON POST
JEFF BEZOS AMAZON
CORY BOOKER MAYOR, NEWAR, NJ
MARK ZUCKERBERG FACEBOOK
ROBERT KEANE VISTAPRINT
“MY ATTITUDE WAS THAT COMPETITION CAN TRY TO COPY MY STYLE. BUT THEY CAN’T READ MY MIND; SO I’LL LEAVE THEM A MILE AND HALF BEHIND.”
PROCESS
POSITION
PEOPLE
PHYSICAL EXPERIENCE
PRODUCT
PRICE
PLACE
PROMOTION
THE 8 P’S
COMPARE COMPETITORSFIND DIFFERENTIATION POINTSLOOK AT INDUSTRY PATTERNWHERE IS NOBODY LOOKING?
0
750
1500
2250
3000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
URBN REVENUE HISTORY ($ MILLIONS)
URBN RESULTS
URBN
ANF
INDUSTRY
URBN
ANF
INDUSTRY
GROWTH 5Y AVE. REVENUE CAGR (%)
PROFITABILITY 5Y AVE. EBITD MARGIN (%)
13
5
5
20
12
14
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 AES CORP. (THE) AL TRAN TECHNOLOGIES SA AMOREPACIFIC CORP APOLLO GROUP INC ASSA ABLOY AB ATI TECHNOLOGIES INC AUTOSTRADE SPA BARR PHARMACEUTICALS INC BROOKFIELD PROPERTIES CORP CAPITA GROUP PLC CHINA INTL MARINE CONTAINERS CJ CORP CLEAR CHANNEL COMMUNICATIONS CSL LTD D R HORTON INC DELL INC ESPRIT HLDINGS LTD FOREST LABORATORIES FRONTLINE LTD GAME GROUP PLC (THE) H & M HENNES & MAURI TZ AB HERO HONDA MOTORS LTD HON HAI PRECISION IND CO LTD IMPALA PLATINUM HOLDINGS LTD INFOSYS TECHNOLOGIES LTD INTL GAME TECHNOLOGY ICI CORP BHD KINGSPAN GROUP PLC MAN GROUP PLC MERITAGE HOMES CORP MICROSOFT CORP NOKIA (AEI) OY NVR INC OM GROUP INC PENN NATIONAL GMAING INC PUMA AG RUOLF DASSLER SPORT SAGE GROUP PLC SHINSE GAE CO LTD SKYWEST INC SPIL-SILICONWARE PREC IND CO STARBUCKS CORP TECHTRNOIC INDUSTRIES CO LTD TEVA PHARMACEUTICALS TIETOENATOR OYJ VORNADO REALTY TRUST WFTHERSPOON
COMPANY
CORE RESEARCH
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 10LOCK UP RESOURCESNARRATIVE 11CAPTIVE CUSTOMERSBUILD ECONOMIES OF SCALE
BEAT THE COMPETITION
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLE
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVE 33BE GOOD
OUTTHINK THE COMPETITION
NARRATIVE 27
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
I JUST THINK A FUTURE IN WHICH ANYONE CAN SHOOT STUFF INTO SPACE IS MORE EXCITING THAN ONE WHICH ONLY THE GOVERNMENT CAN.
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
WHERE IS THE NEXT BATTLEGROUND? TECHNOLOGIES TRENDS? SOCIAL SHIFTS? GEOGRAPHIES?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUND
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 34COORDINATE THE UNCOORDINATED
WHO WOULD WE LIKE TO COORDINATE? CUSTOMERS? EXPERTS? EMPLOYEES? REGULATORS?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 7FORCE A TWO-FRONT BATTLE
WHAT IS YOUR UNIQUE ADVANTAGE CAPABILITY? HOW COULD YOU USE THIS TO FORCE A TWO-FRONT BATTLE?
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
NARRATIVE 33BE GOOD
CORPORATION
GOV’T/ COUNTRY EMPLOYEES
ENVIRONMENT COMMUNITY
SHARE- HOLDERS
CUSTOMERS
NARRATIVE 22MOVE EARLY TO THE NEXT BATTLEGROUNDNARRATIVE 34COORDINATE THE UNCOORDINATEDNARRATIVE 7FORCE A TWO-FRONT BATTLENARRATIVE 33BE GOODNARRATIVE 32CREATE SOMETHING OUT OF NOTHING
NARRATIVES TO FIND A FOURTH OPTION
WHAT WOULD YOU LIKE TO ADD TO THE GAME? NEW CATEGORIES? NEW OCCASIONS OR NEEDS? NEW CUSTOMERS? NEW SUPPLIERS? NEW DISTRIBUTORS? NEW REGULATORS?
NARRATIVE 32CREATE SOMETHING OUT OF NOTHING
MAKE THE IMPOSSIBLE POSSIBLE
DON’T BUILD HANDSETS
RISK OF NO WIFI
CUSTOMER SERVICE TOO COSTLYNO ONE PROVIDES SERVICE
MOTOROLA
EARLY ADOPTERSDAVID MORKEN