STRATEGIC

THINKING (STCPS)
Submitted by:
Aman
PGP10128
Amazon Apple Facebook And Google 2018
The four companies that ruled
four sector of internet marketing
are
• Google dominated online
advertising
• Amazon dominated online
retailing
• Facebook dominated social
engagement
• Apple set the standard for
interface devices
Major competition:
• Social Networking: Google+ vs Facebook
• Advertising Sales: Facebook Vs Google
• Operating Software’s: Google (Android) Vs Apple (IOS)
• Digital Content: Amazon Kindle Vs Apple iPad
• Retailing: Amazon Vs iTunes Vs Facebook
• Publishers: They need to decide whether to compete with
them or collaborate with them
• Retailers: To compete in market they also had to spread
their operations on online platform
• Government: Threats and Opportunities from oligopoly
market
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Design thinking and innovation at Apple
• In 2012: Share price of Apple= $600
• Market Capital of $550 and annual sales exceeding $100 billion
• Design Thinking: Users desirability, Market Viability and Technology Possibility and
Innovation
• Focus on what people need and want, providing best user experience, creating design and
then pushing engineers to make it happen
• Sophisticated and simplicity in products with superior functionality
• When Steve Jobs returned after 12 years, he took immediate actions:
• Closed 2 divisions
• Eliminated 70% of new projects
• Launched a website for direct sales
• Product lines reduced from 15 to 3
• Shut facilities (moved manufacturing abroad)

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 Pfizer Inc: Building an
Innovation Centre
◎ Non-monetary benefits to motivate employees
◎ Culture of working on thinks which motivates or attracts then at the same
time aligns with the wider goal of the organization
◎ Challenges: Strategic model:
○ Stakeholder buy-in • Blue sky research
○ Competition • Contract research center
○ Communication • Innovation pusher
○ Balance and focus • Workplace experiment
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R1: How to kill creativity
◎ Challenge: Match people to task, but time and info time high, so does happen
◎ Freedom: giving autonomy, but complete freedom not suitable, Define the end goals but
give freedom in the process - goals shouldn't move
◎ Resources: Adequate time and money imp, threshold of sufficiency ,false deadlines/
tight ones etc. ,limited resource issue
◎ Work group: Diversity important, like-mindedness stifles innovation, helpful,
excitement
◎ Supervisory encouragement: Motivate and celebrate small milestones, Don't be critical
a lot decreases intrinsic motivation
◎ Organizational support: Leadership, information flow and sharing, culture

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R2: The Power of small wins
Power of progress 4 ways manager drain work of its
◎ Positive Emotion of progress meaning
◎ Intrinsic Motivation on progress
◎ Perception of the environment Dismiss Sense of
the work ownershi
or idea p

Give
Inform not
signal not
about the
will be
changes
fruitful

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R3: Design Thinking

Empathy How to ??

• Start at the top

Integrative thinking • Human centric approach
• Try early and often
• Seek outside help
Optimism • Blend big and small project
• Budget to the pace of innovation
• Find talent
Collaboration • Design for the cycle

Experimentalism
A1: How Ideas are Just like Lego blocks
"The
best
way
The more base-level ideas
to and blocks we have, the
have
a
greater would be the variety
good and efficacy of the final
idea
is to creation
have
a lot
of
ideas
"

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A2: A FAB model of new product development
A3: Why Design Thinking eludes Indians!

Empathy doesn’t Overvaluing what

come easy we have

Desire to be right,
the first-time
We work together, if Knowledge and
asked for skills are two
compartments

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A4 : 5 biggest myths about design thinking, and
why they persist
Design thinking is about • building in order to think, as a better way of thinking
product design • design thinking is about designing experiences.

Hi tech industry • Not limited to an industry

You must have a customer in • You must be B2C for it

place • Its human centric broad approach

It take s a lot of time • Google does it in 1 week

• More of a toolkit

External experts • open source the way to go

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 A5: Why Design Thinking is more relevant in
the current scenario
The outcome may be a product, or a process, or a service, but more significantly — an experience, which is not
just at the level of a company-customer interface, but also for the entire business ecosystem.

Memorable experiences are not scripted by leaders or marketing departments, but are delivered at the moment
of truth by the frontline staff

Consumer seek genuine experiences and they are ready to pay anything, risk anything to seek that involvement.

Digitization of both customer interactions and employee engagements require deep levels of empathy and
intuition, traits that are not a natural extension of how problems are typically solved in the corporate milieu.

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A6 : Design Thinking is to Innovation what Six
Sigma is to Quality

Design Solve the

Thinking is Focus On Prepared to Problem With
Think With
Not The Subject, be Wrong, at the
Your Hands,
About Design Not the Least the Customer,
Together
, it’s About Object First Time Not For the
Thinking Customer

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A7: To innovate better, adopt the power of
metaphors
Metaphor is a way for individuals grounded in different contexts and with
different experiences to understand something intuitively through the use of
imagination and symbols without the need for analysis or generalization.

Metaphors, if chosen wisely, can do wonders for employees and customers

Through metaphors, people put together what they know in new ways and
begin to express what they know but cannot yet say.

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A8: Design Thinking is ‘not’ an old wine in a
new bottle
◎ an approach to thinking clearly than designing elegantly, while appreciating
the boundary conditions and cultural nuances in its adoption.

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V1: COVID19
Listening skills
• RASA: receive, appreciate,
summarise, ask Networking skills
• 1:5 Observation skill

Customer acquire: free

service, Current
Experimentation Having thick skin Customer requirements
and Maintaining good
employee relation

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 V2: Habits of highly creative people

Multiple affiliations (don’t compartmentalize in the head)

Opposable mind

Take hobbies seriously (Self confidence, New perspective, New people)

Have less latent inhibitions

Taking half chances

Experimental thinking (mindset)

Sense of humor

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V3: Human Centric Design

Nudge people to Tech an enabler at

do thing best
differently
Focus on the
Habit forming experiences
products
Consumer consume
experience
BEST DESIGN
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V4: Creativity
YOU DON’T NEED TO BE A GENIUS TO EXHIBIT CREATIVITY

Important elements of creativity:

◎ Divergent thinking - Explore many possibilities
◎ Pursuit of creativity requires a very important element - Courage
◎ The reason for us not being creative is because we are self doubting
◎ Latent inhibition: Having no vision and less inhibitions, allow all sorts of information, no
filter
◎ High working memory: At any point of time, store lots of information
◎ Opposable mind: Having two opposable thoughts at the same time (and choosing none, but
reach a midpoint of these both) (Postpone the judgement)

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 thanks!
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