The word “strategy” originates from the battlefield, but we now use it in the context of social innovation. Defined as “a plan of action designed to achieve a goal,” strategy could be a plan for directing troops and military operations to win a war or for figuring out a way to make your social venture succeed. “Figuring things out as they come along” is a kind of strategy, but it is not often the most effective one.
In this class, you will learn how to make a strategic plan that works for you. Developing a robust strategic plan will equip you with a compass to guide you build your venture, help you make decisions, and increase your chances of success.
5. Purpose initiatives have mobilized millions
of people to achieve social change
We build rapidly scalable communities, united by a commitment to a
common belief, by bringing people together to take collective action.
7. Introductions
* Who are you? (name, organization/project)
Lee-Sean Huang | leesean@purpose.com | @leesean
8. Introductions
* Who are you? (name, organization/project)
* What brings you here?
Lee-Sean Huang | leesean@purpose.com | @leesean
9. Introductions
* Who are you? (name, organization/project)
* What brings you here?
* What do you hope to get out of this session?
Lee-Sean Huang | leesean@purpose.com | @leesean
11. Student Takeaways
* Define and demystify the term “strategy.”
Lee-Sean Huang | leesean@purpose.com | @leesean
12. Student Takeaways
* Define and demystify the term “strategy.”
* Understand why strategy is essential during all
stages of your project.
Lee-Sean Huang | leesean@purpose.com | @leesean
13. Student Takeaways
* Define and demystify the term “strategy.”
* Understand why strategy is essential during all
stages of your project.
* Learn how strategy can help you take control of
your workflow and the outcomes of your actions.
Lee-Sean Huang | leesean@purpose.com | @leesean
14. Student Takeaways
* Define and demystify the term “strategy.”
* Understand why strategy is essential during all
stages of your project.
* Learn how strategy can help you take control of
your workflow and the outcomes of your actions.
* Leave with a simple set of frameworks you can
apply to your strategic process.
Lee-Sean Huang | leesean@purpose.com | @leesean
15. Can we agree on some norms?
Lee-Sean Huang | leesean@purpose.com | @leesean
16. Can we agree on some norms?
* Feel free to share, tweet, Instagram, blog this session.
Lee-Sean Huang | leesean@purpose.com | @leesean
17. Can we agree on some norms?
* Feel free to share, tweet, Instagram, blog this session.
* I will share the PDF of the deck afterwards.
Lee-Sean Huang | leesean@purpose.com | @leesean
18. Can we agree on some norms?
* Feel free to share, tweet, Instagram, blog this session.
* I will share the PDF of the deck afterwards.
* But PLEASE do not disclose what your classmates
share without asking permission first.
Lee-Sean Huang | leesean@purpose.com | @leesean
19. What is strategy?
Why strategy?
Lee-Sean Huang | leesean@purpose.com | @leesean
24. “Social innovation refers to new strategies,
concepts, ideas and organizations that meet
social needs of all kinds - from working
conditions and education to community
development and health - and that extend
and strengthen civil society.”
Lee-Sean Huang | leesean@purpose.com | @leesean
25. Strategy
A
B
Lee-Sean Huang | leesean@purpose.com | @leesean
26. Strategy
Current A
State
B
Lee-Sean Huang | leesean@purpose.com | @leesean
27. Strategy
Current A
State Desired
B
State
Lee-Sean Huang | leesean@purpose.com | @leesean
28. Strategy is:
Lee-Sean Huang | leesean@purpose.com | @leesean
29. Strategy is:
doing,
Lee-Sean Huang | leesean@purpose.com | @leesean
30. Strategy is:
doing, being
Lee-Sean Huang | leesean@purpose.com | @leesean
31. Strategy is:
doing, being
& becoming.
Lee-Sean Huang | leesean@purpose.com | @leesean
32. Strategy is a Process
Lee-Sean Huang | leesean@purpose.com | @leesean
33. S
T
R
A
T
E
G
Y Lee-Sean Huang | leesean@purpose.com | @leesean
34. S
T
R
A
I DEN T ITY
E
G
Y Lee-Sean Huang | leesean@purpose.com | @leesean
35. Henry Mintzberg
Lee-Sean Huang | leesean@purpose.com | @leesean
36. Henry Mintzberg
“Strategy is a pattern in a stream of decisions.”
Lee-Sean Huang | leesean@purpose.com | @leesean
37. Alfred Chandler
Lee-Sean Huang | leesean@purpose.com | @leesean
38. Alfred Chandler
“Strategy is the determination of the basic long
term goals and objectives, and the adoption of
courses of action and the allocation of resources
necessary for carrying out goals”
Lee-Sean Huang | leesean@purpose.com | @leesean
39. Alfred Chandler
“Strategy is the determination of the basic long
term goals and objectives, and the adoption of
courses of action and the allocation of resources
necessary for carrying out goals”
“Structure is the design of the organization.
Structure follows strategy”
Lee-Sean Huang | leesean@purpose.com | @leesean
40. BUT
Lee-Sean Huang | leesean@purpose.com | @leesean
41. BUT
STRATEGY
Lee-Sean Huang | leesean@purpose.com | @leesean
44. Michael Porter
Lee-Sean Huang | leesean@purpose.com | @leesean
45. Michael Porter
“The steps we take are not the strategy.”
Lee-Sean Huang | leesean@purpose.com | @leesean
46. Michael Porter
“The steps we take are not the strategy.”
“The essence of strategy is choosing to perform
activities differently than rivals do.”
Lee-Sean Huang | leesean@purpose.com | @leesean
47. Michael Porter
“The steps we take are not the strategy.”
“The essence of strategy is choosing to perform
activities differently than rivals do.”
“The essence of strategy is being unique.”
Lee-Sean Huang | leesean@purpose.com | @leesean
48. What makes you unique?
* Cost
* Speed
* Newness, novelty, innovation
* Experience
* Service
* Geography
* IDENTITY!
Lee-Sean Huang | leesean@purpose.com | @leesean
54. Meu Rio is redesigning the user interface
for civic participation in Rio de Janeiro.
55. Meu Rio is redesigning the user interface
for civic participation in Rio de Janeiro.
We are a non-partisan democratic youth
movement. We create online tools to
connect citizens and ensure that they
have a voice in the decisions that are
transforming the city.
56.
57.
58.
59. Our Values We believe that increased participation by youth
and members of the emerging middle class in the
political process will help bring about greater
accountability and transparency.
We are non-partisan and independent. We don’t
accept money from government or political parties.
We believe that the internet can serve as a school
for a more robust democracy.
We are committed to open source sharing.
We value remix and reuse.
60. Evaluation Principles for Campaign Themes
▢ RIPE ! SALIENT
Is the issue in the news/being talked about? Is it something that has strong public support and a
groundswell of concern among our target audience?
▢ ACTIONABLE
Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political,
social, or cultural action that can be taken to affect change?
▢ POLITICAL/CULTURAL IMPACT
Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign
needs to directly influence the political process, each campaign should have some short, medium, or long
term political objective or impact on behavioral/cultural change among the citizens of Rio.
▢ COMPARATIVE ADVANTAGE
Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner
organizations working in the same space? Does Meu Rio have a comparative advantage because of our
member base, brand equity, and/or innovative use of technology?
▢ EARNED MEDIA/LIST GROWTH
Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
61. Evaluation Principles for Campaign Tools Tactics
▢ CONNECTIVE
Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people
closer with their decision makers?
▢ PARTICIPATORY
Is it open-ended enough to invite participation but guided and usable enough to actually use?
▢ USER SERVICE
Does it have a clear theory of change? Does the experience inspire, delight, or motivate users?
▢ SCALABLE
Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)?
▢ REUSABLE
Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty?
▢ HACKABLE
Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/
movements?
▢ AWESOME/INTANGIBLES
Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
66. Dinner Party Considerations
Context? Weather, geography, seasonality?
People? Who are you? Your guests?
Goals? Measurements? What is success?
Plans, recipes, lists?
Make choices.
Communications?
Documentation and sharing.
Lee-Sean Huang | leesean@purpose.com | @leesean
67. THERE IS NO SECRET
SAUCE FOR STRATEGY!
Lee-Sean Huang | leesean@purpose.com | @leesean
70. Framework for Developing Strategy
1. Current State: Where are you now?
2. Desired State: Where do you want to be?
3. Document and Share.
4. Prioritize.
5. Simplify.
6. Test. Recalibrate. Repeat.
Lee-Sean Huang | leesean@purpose.com | @leesean