out think the competition: the “outthinker” process · ©kaihan krippendorff all rights...

! Kaihan Krippendorff All Rights Reserved.

Out Think the Competition: The “OutThinker” Process

East Bay CIO Roundtable November 2014

Robert L. Weinberg, Ph.D.


WHAT IS THE OUTTHINKER PROCESS?

•! A strategic and innovative thinking program

•! Creates real time solutions and a system for ongoing innovation

•! Based on three books and a decade of research

•! Being adopted by a growing number of corporations to create and drive a culture of innovation

Clients include Microsoft, L’Oreal, Johnson & Johnson, Aetna, United Tech, Analog Devices, Ebay, Red Bull, Symantec, and many more

Delivered in the US, China, India, Canada, UK, France, Netherlands, Japan, Singapore, Colombia, Peru, Venezuela, and beyond

Being adopted by a growing number of corporations to create and drive a culture

© Kaihan Krippendorff All Rights Reserved.

The Role of Strategy

What does the Market expect us

to deliver?

1

What do we want to create?

3

4

4

5

2

What strategies do we need to execute our plan?

What is the gap?

Where are we today?

Breakthrough Performance Model adapted from Judy Rosenblum, 2007

Destination

Current Reality


Outthinker Methodology The Five HABITS of Innovative Leaders & Teams

! " # $ %


Five Habits to Create “4th Options”

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“Who the hell wants to hear actors talk?” Harry M. Warner, CEO of Warner Brothers Pictures, circa 1927

“Heavier than air flying machines are impossible.”

Lord Kelvin President, Royal Society, circa 1895

“There is no likelihood man can ever tap the power of the atom.”

Robert Millikan, Nobel Prize in Physics, 1923 “There is no reason for any individual to have a computer in their home.”

Ken Olsen President , Digital Equipment Corporation,1977

“The phonograph … is not of any commercial value.” Thomas Alva Edison (Inventor of the Phonograph), circa 1880

Outthinkers are Outliers


Go home

Wait

Cross


Outthinker Methodology Finding the BIG I.D.E.A

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Today’s Focus

$


I.D.E.A.S


You just received a $1,000. How would you allocate the money?

“Use it to buy something nice for someone special.”

“Invest it in a retirement fund.”

“Plan a fun and extravagant occasion.”

“Put it in a checking account.”

“Me Now” “Me Later”

3x


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Objective: Give yourself permission to dream a different future.

I | IMAGINE 5 m

in


Objective: Force yourself to travel to a different future.

I | IMAGINE

7 m

in


Objective: Bring that future back to the present.

I | IMAGINE 3 m

in

5 m

in


Objective: Attain strategic clarity.

I | IMAGINE

5 m

in


Objective: Attain strategic clarity.

I | IMAGINE

5 m

in

Example Metric: “Nissan 1-8-0” 1 million new cars, 8% increase in Profit Margin, Zero long term debt


Can you think ahead to where you want the company, your team, yourself in 5 years….picture yourself there.

WHAT IS THE KEY STRATEGIC QUESTION FOR YOU?


What I found most valuable

about the IMAGINE step

was…


I.D.E.A.S


A Framework For Fourth Options

Position

Process

Physical experience

People

Place Product

Promotion Price

The 8Ps


Use a process to think about areas of opportunity that others may have missed.

Position

Process

Physical experience

People

Place Product

Promotion Price

The 8 Ps


Company Ou+hinker Score (X)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Tesla Motors (6)

Dell (8)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Rose+a Stone (7)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Southwest (8)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Vistaprint (10)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Walmart (7)

Genomma Lab (8)

Pos.

Proc.

Phys. People

Place Prod.

Promo. Price

Pos.

Prod

Phys. People

Place Proc

Promo. Price

Urban OuIi+ers(9)


Objective: Be a problem finder, not a problem solver.

D | Dissect Exercise

2 m

in

Pick the TWO “Ps” you usually solve this

problem from.


Objective: Be a problem finder, not a problem solver.

D | Dissect Exercise

3 m

in

Pick the “P” you are least likely to dissect

your challenges from.

Generate as many questions as you can to think about your challenge from this

“P”



about the DISSECT step

was…


I.D.E.A.S


K8/L&'M0&!N#7:/'-*.!

How Do Great Strategists See the “Winning Move?”


Source: Baddeley model of short term working memory

Consciousness

Phone(c loop Visuo-‐spacial sketchpad

Episodic buffer


Relative number of games chess players recognize:

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Identifying Outthinkers

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Core Research


Move Early to the Next Battleground


COORDINATE THE UNCOORDINATED

© Kaihan Krippendorff, 2011

! Kaihan Krippendorff All Rights Reserved. © Kaihan Krippendorff, 2011

COORDINATE THE UNCOORDINATED


Coordinated the Uncoordinated


Create Something Out of Nothing 32


Create something out of nothing New categories •  Apple iPad •  Apple iPod •  Sports drink (Gatorade) •  Energy drink (Red Bull) •  …

New users •  Calloway Golf •  …

New occasions •  Fabrese moment (P & G) •  Engagement ring (DeBeers) •  Tequila moment (spirits

companies) •  Valentines Day (Hallmark) •  White day (Japanese sweet co.s) •  …

New regulations •  Cancer insurance (AFLAC) •  …


Add a new piece the board (while others are playing with the pieces on the board).

What can you create? - New categories? - New occasions or needs? - New customers? - New suppliers? - New distributors? - New regulations?

Create something out of nothing 32


Objective: Find an idea that others will laugh at and ignore.

E | Expand Exercise

&  One stratagem per round &  5 minutes to generate as

many ideas as possible &  The goal is quantity not

quality &  BE CRAZY!

THREE ROUNDS TOTAL

5 m

in



about the EXPAND step

was…


I.D.E.A.S


Objective: Find a crazy idea.

A | Analyze


Objective: Plot your ideas. Turn a crazy idea into a winning move.

A | Analyze

3 m

in

3 3


Don’t build handsets

Risk of no WiFi

Customer Service too costly

“Each of these could have been show stoppers”

David Morken, CEO Bandwidth.com

Motorola

Early adopters

No one provides service


What are the first three steps to make it happen?


I.D.E.A.S


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Step 5 – Sell


Sell Practice


“First they ignore you, then they laugh at you, then they fight you, then you

win.”


Mr. Practical Mr. Obvious Mr. Expert Mr. What Works Mr. Cog


You are now an “Official” Outthinker

Address 5 habits

Imagine

Mental (me-‐travel

Dissect

A9acking the inter-‐connected system

Expand

Frame-‐shiFing

Analyze

Disrup(ve mindset

Sell

Percep(on shaping


Mohammad Yunus


Ratan Tata


Betsy Johnson


Thomas Edison


Ray Kroc


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THANK YOU!

Robert L. Weinberg. Ph.D.

Weinberg Consulting

out think the competition: the “outthinker” process · ©kaihan krippendorff all rights...

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