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1
STRATEGY TO EXECUTION
Shipping products while adapting to new infomation
JONNY SCHNEIDER
Principal, ThoughtWorks UK

Ser...
2
Predicting
the future
is hard.
http://upload.wikimedia.org/wikipedia/commons/0/03/Edison_and_phonograph_edit1.jpg
2
Predicting
the future
is hard.
http://upload.wikimedia.org/wikipedia/commons/0/03/Edison_and_phonograph_edit1.jpg
The ph...
3
…many plans are built on projections
of future prices and costs that are
almost invariably wrong
—Michael E. Porter
http...
4
43% Average project cost over-run
71%
→ came in over budget
→ exceeded time estimates
→ underestimated scope
$
55b Annua...
Adapt,
don’t predict.
https://www.flickr.com/photos/jonathancohen/4766990832
½ business
½ design
½ business
½ design
My job is to create viable digital products
I’m Jonny Schneider
That people love to use
7
Technology
7
Technology
I work with Technology teams,
because I like to ship
Also, engineering is design
EXPLOREUNDERSTAND CREATEDEFINE
strategy
and tactics
initial
vision
solution
LEARN BUILD
MEASURE
DEFINE STRATEGY EXECUTE SO...
9
Divergent ConvergentEmergent
You’ll never find anything… unless you’re looking for something.
— Dave Gray, xPLANE
10
AGILE
Build the 

thing right
LEAN
Build the 

right things
+DESIGN
THINKING
Explore

problem/solution
+
EXPLORE CREATEDEFINEUNDERSTAND
Observe customer behaviour, business processes and technology
A search for meaningful quest...
Designers don’t search for a solution until they have
determined the real problem, and even then, instead
of solving that ...
EXPLORE CREATEUNDERSTAND DEFINE
Formulate the first expression a strategy for future success
Synthesise new knowledge and a...
Strategy is about action,
about doing something…
there is no greater tool for
sharpening strategic ideas
than the necessit...
CREATEEXPLOREUNDERSTAND DEFINE
Try something, learn something, invest incrementally to pursue success
Clear goals frame a ...
EXPLOREUNDERSTAND DEFINE CREATE
Refine, hone and optimise the proposition
As the right solution becomes clear, focus on fide...
17
Theory into practice.
18
TRIGGER
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
BUSINESS
IMPERATIVES
It starts with high-level imperatives
Thi...
18
TRIGGER
REDUCE COST
OF ACQUISITION
SIMPLIFY
THE BUSINESS
UNDERSTAND
CURRENT CONDITION
OBSERVATION AND
JOINING THE DOTS
...
18
TRIGGER
Process
Analysis
Operational
Research
Observation
Customer
Research
Behavioural 

Analysis
Value Stream
Mapping...
18
TRIGGER
Process
Analysis
Operational
Research
Observation
Customer
Research
Behavioural 

Analysis
Value Stream
Mapping...
18
TRIGGER
Process
Analysis
Operational
Research
Observation
Customer
Research
Behavioural 

Analysis
Value Stream
Mapping...
VISION AND STRATEGY
(HYPOTHESES)
FIRST EXPRESSION
OF STRATEGY
VISION AND STRATEGY
(HYPOTHESES)
prototypes
quantitative
analytics
qualitative
fieldwork
marketing
experiments
innovation
l...
VISION AND STRATEGY
(HYPOTHESES)
prototypes
quantitative
analytics
qualitative
fieldwork
marketing
experiments
innovation
l...
VISION AND STRATEGY
(HYPOTHESES)
prototypes
quantitative
analytics
qualitative
fieldwork
marketing
experiments
innovation
l...
VISION AND STRATEGY
(HYPOTHESES)
prototypes
quantitative
analytics
qualitative
fieldwork
marketing
experiments
innovation
l...
20
Lessons From The Trenches
(Global Blue Experience Report)
Lessons from the trenches.
21
LessonOne
Test the right things, 

in small chunks,
within a real system.
bit.ly/hypothesis-driven Good start,
but it’s harder than it sounds
This sounds okay,
but it’s not very easy to test
evolved version of hypothesis template
30
AWARE, INFORMED AND ON-BOARDED
We believe that
Better informing travellers about...
LessonTwo
Aim for learning,
not validation.
Aspirational Customer Journey
Aspirational Customer Journey
Product Hypotheses
Aspirational Customer Journey
Product Hypotheses
Design Experiments
Aspirational Customer Journey
Product Hypotheses
Design Experiments
User Story Map
Aspirational Customer Journey
Product Hypotheses
Design Experiments
User Story Map
Data/feedback
10
HUNDREDS
of ideas
12 FOUNDATION
HYPOTHESES
maximum reach
foundation touch-points
mapped to revenue funnel
3 OF 12
valid...
LessonThree
Changing people is harder
than changing software.
© 2015 ThoughtWorks, Ltd. All rights reserved.
HEAD OF 

CUSTOMER

SUCCESS
FOUNDER
TECHNOLOGY

DISRUPTOR
PRACTICALLY
CURIO...
© 2015 ThoughtWorks, Ltd. All rights reserved.
A few good reads from friends
http://bit.ly/uxscot-lean
http://bit.ly/uxsco...
31
Lessons From The Trenches
(IAG Experience Report)
A few other helpful things.
32
Saddle Row Example
Get familiar with lean techniques
Practice Customer Development on a fictitious business
Train your t...
33
2
DESCRIPTION AND NOTES: write, draw or sketch how your idea works.
1
CATEGORY
OPERATIONAL BENEFIT
CONVERSION FUNNEL PR...
34
Questions?
http://thedogist.com
JONNY SCHNEIDER
Principal, ThoughtWorks UK

Service Design and Product Strategy
@jonnyschneider
jschneider@thoughtworks.co...
VISION AND STRATEGY (HYPOTHESES) FIRST
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VISION AND STRATEGY (HYPOTHESES) FIRST Strategy to Execution by Jonny Schneider - ThoughtWorks

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VISION AND STRATEGY
(HYPOTHESES)
FIRST EXPRESSION
OF STRATEGY

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