dsmt- profile of the strategist

Photo: http://www.flickr.com/photos/freakalad/152577402


Digital Strategist’s Mental Toolkit:The profile of a strategist_


What this section will cover:

• Definition • Profile and skills• Challenges

Key points_


Two distinct roles:

• Interpreting the now• Interpreting the future

Definition of a strategist_


• Understand consumer behaviour • Understand the digital landscape • Grasp a client’s challenge • Bridge them all with an efficient and effective plan • Measure, optimize and replan



The curious generalist who seeks connections and clarity



A strategist:• Asks questions more than they give answers• Is open minded • Actively seeks new perspectives

Curious_


A strategist uses Informed Intuition:

“Well developed intuitive skills require well-deployed antennae, considerable experience, and as much practice at intelligently feeling the tone and potential of a complex whole as skilled logical analysis and the use of the scientific method.” Jerry Hirshberg

Curious_

Source: The Creative Priority


A strategist:

• Seeks knowledge across disciplines– Cognitive science– Business/marketing– Technology – Humanities

• Cultivates a T-shaped skill set • Is respectful of other’s domain specific knowledge

The generalist_


A strategist actively looks for inspiration from disparate sources:

“If my travels in the old world had taught me anything, it was that aspirin, cotton clothing, metal pots and telephones are fantastic inventions…airplanes had stretched my horizons; books had opened my mind; antibiotics had saved my life; photography had ignited my muse.” Kevin Kelly

The generalist_

Source: What technology wants


A strategist:

• Knows how to intelligently ignore • Looks for a common theme • Is able to connect the dots

Connections_


A strategist

• Seeks simplicity in explanation• Uses evidence only as required • Is respectful of the capabilities of the audience

Clarity_


• Coping with ambiguity – In a project/solution – In a brief

• Thinking on your feet– Asking questions in return– Stock responses– Not having to answer every question

Skills_


Ambiguity can be managed by taking a page from Cognitive Behavioural Therapy (CBT)

• Ambiguity can lead to unbalanced reactions in a manner similar to rogue moods

• ‘Hot thoughts’ spring up from the void

Coping with ambiguity_

Source: Mind Over Mood; Dennis Greenberger


Use a variant of a ‘Mental Thought Log’ to seek evidence to hedge against ambiguity

• Assess the situation • Track automatic thoughts – assumptions• Seek evidence that does or does not support • Aim for balanced thinking

Coping with ambiguity_

Source: Mind Over Mood; Dennis Greenberger


Essentially, it is speed decision making.

• Pause• Sense the urgency of the issue• Identify the gaps and barriers – ask questions

Thinking on your feet_

Source: Sources of Power; Gary Klein


Move towards a goal as soon as possible.

• Spot your leverage points• Improvise• Communicate intent• No shame in deferring

Thinking on your feet_

Source: Sources of Power; Gary Klein


A strategist ‘leads from behind’:

• Acts as a progressive constraint generator • Acts as a catalyst • Is a guide that helps bring team members to the objective

Collaboration_


“We don’t make the car, we make the car better”

Collaboration_

BASF Tagline, 1980’s


As presenter, you are the host.

- “The sign of a real host is that he or she makes their guests feel comfortable”

- You are the host, not the guest

Presentation skills_

Source: Seven strategies of master presenters; Brad McRae


5 presentation basics• Be credible• Be competent• Be compatible• Be caring • Be dynamic




Credible:

• Be honest• Be authentic• Clear about what it is in, and what is not




Competent

• Establish it early• Be clear about what it is based on

– Experience, research, synthesis of other work

• Manage expectations clearly




Compatible:

• Establish contact• Answer “Who are you?”• Show what is common




Caring:

• Focus on the individuals in the audience• Success is achieved together• Don’t speak. Serve




Dynamic:

• Treat attention as a scarce commodity• Be passionate• Bring hope, motivation and energy



dsmt- profile of the strategist

Business

presentation skills

objective photo

question photo

new perspectives photo

creative priority photo

intuitive skills

skills challengesphoto

mood dennis greenberger