How to develop a business strategy｜Strategic design that leverages design, DX, and marketing
Why do we fail when we start with measures?
I want to rebuild my website."
We want to move forward with DX."
We need to step up our marketing efforts."
In the course of these consultations, we often feel that,In a great many cases, the conversation starts with the measures.That is to say.
However,
👉 What we do it for.
👉 What kind of state are you aiming for?
is not organized before entering into the measures,
It is easy to get lost in judgment along the way, resulting in a state of "not being able to finish" or "not being able to continue.
That's why the first thing you need to do isBusiness Strategy DesignIt is.
Correct relationship between business strategy and measures
Business strategies and policies are hierarchically related.
- strategyDecide where you want to go, what you choose to do and what you don't.
- measureSpecific measures to implement the strategy
If the strategy is unclear and measures are increased,
The field will be in a state of "I don't know if what we are doing now is right.
👉 Strategies are “direction setting” and measures are “tools for moving forward.”
Understanding this relationship is the starting point for business strategy.
Three perspectives to organize in strategic design
When considering our business strategy, we emphasize organizing the following three perspectives
(i) Market (what kind of environment are we competing in?)
- Is the market growing or shrinking?
- What strengths do the competitors have?
- Where are the signs of change?
A dispassionate look at the external environment reveals "realistic alternatives.
(2) Customers (to whom and what value will be delivered?)
- Who are the customers you really need to face?
- What is the customer's problem?
- Why create a reason to choose your company?
This is where it remains ambiguous,
Marketing and design are “hazy”.
(iii) Our company (what we can do)
- What are your company's strengths and weaknesses?
- What are the points that are difficult for other companies to imitate?
- Are the organization, personnel, and structure realistic?
👉 Strategies should be based on the assumption that they can be implemented, not on ideals.is important.
How to drop design, DX, and marketing into the strategy
Once the strategy is organized, only
Design, DX, Marketingbegins to make sense.
- Design:
A means of "communicating" the company's ideas and values - DX:
Mechanisms to keep the strategy rolling in the field - Marketing:
Role in creating contact with customers and nurturing relationships
These are not objectives,Means to implement the strategyIt is.
We are,
Not "what to do."
Organize from "why are we doing it?"We value the
Creating a mechanism to keep the strategy "in action
No matter how good the strategy,
If it is not executed, it is meaningless.
How do we make the strategy “work”?
- Verbalize the decision criteria
- Putting it into a form that the field can understand
- Have a mechanism for periodic review.
It is essential to
We are,
Strategic Planning → Design → DX → Marketing → Operations
をConsistent support without fragmentationBy doing,
Together, we will create a situation where the strategy continues to be used in the field.
Conclusion: Strategy should not end up as a “cakewalk.
What is the business strategy?
It is not about creating a fine document.
- Create an axis to which you can turn when you are lost.
- Provide a direction in which the field can move in a satisfactory manner.
- Can continue to be reviewed as changes occur.
Having a living criterion for decision making.It is.
We are sincerely committed to the company's desire to change,
While organizing strategy, design, DX, and marketing,
Accompanying and supporting the creation of business strategies that continue to be implementedThe company is doing so.
👉 Strategy is not a goal, but a starting point.
Let's work together to design a strategy that will not end up in the picture.