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THE ART OF OPPORTUNITY:
Strategic Innovation Through Visual Thinking
Hosted by Jim Kalbach, @mural
@artofopp
#artofopp

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Strategic Innovation
Through Visual Thinking.

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Example | Nine Inch Nails

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$ 1.600.000,-

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1st
week

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Free
Download
© Marc Sniukas - Doujak Corporate Development

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© Marc Sniukas - Doujak Corporate Development

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?HOW

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?How do established companies
create new growth in innovative ways?

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www.theartofopportunity.net

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Example | ProSiebenSat.1

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2012 2018
2.4 billion
3.4 billion
+42%
Example | ProSiebenSat.1
+1 billion

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Source: http://annual-report2014.prosiebensat1.com/index.html
Example | ProSiebenSat.1

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Source: http://www.prosiebensat1.com/en/page/unternehmenskennzahlen
Example | ProSiebenSat.1

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2012 2018
2.4 billion
4.55 billion
+~90%
Example | ProSiebenSat.1
+2.15 billion

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Example | ProSiebenSat.1
> 50%
outside of traditional
TV advertising

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Old world vs. new world

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Strategy
Innovative Framework
Fresh Mindset
Cutting Edge Process

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Innovative
Framework

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Traditional Approach Strategic Innovation

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[ How to discover an opportunity ]
Where to Play

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THE FIRST PRINCIPLE OF
FINDING NEW GROWTH IS THAT
YOU’RE ALWAYS BETTER OFF GOING
AFTER CUSTOMERS
WHO ARE UNDERSERVED
OR NEGLECTED.
—DAVID BELL Professor

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Example | ProSiebenSat.1
Start-ups and Small
and Medium Sized Businesses
What did Pro7 do?

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MOST COMPANIES, UNFORTUNATELY,
DON’T KNOW WHY CUSTOMERS DO
OR DON’T DO BUSINESS WITH THEM.

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• Cannot afford it
• Don’t want to spend money on
an uncertain outcome
• Don’t have the experience with
planning and executing TV media
campaigns
Example | ProSiebenSat.1
What did Pro7 do?

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[ How to seize opportunities ]
How to Play

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OFFERING BUSINESS MODEL REVENUE MODEL
How to Play
Designing the New Venture

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Example | ProSiebenSat.1
OFFERING BUSINESS MODEL REVENUE MODEL
Access to media
Media strategy
Media planning
Production
Target selection
Spot production
Execution
Specialized expertise
Shared services
Fixed Fee
+ Revenue Share
+ Equity
What did Pro7 do?

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[ How to create value ]
How to Win

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Fulfilling
customers’ needs
and making their
life easier
Offering your
partners
advantages
Strategic
Operational
Financial
How to Win
FIRM
VALUE
CUSTOMER
VALUE
ECOSYSTEM
VALUE

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Example | ProSiebenSat.1
• New revenue streams
• Becoming independent
from existing customers
• Building a portfolio of
strategic investments
• Use insights gained for
traditional business
• Access to media
• Risk-free
• Low upfront
cash out
• No need to deal
with media
Other investors
profit from increased
company value
What did Pro7 do?

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Cutting Edge
Process

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Analyse > Plan > Implement
Act
Learn
Design
1 2 3
Strategic InnovationTraditional Approach

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Cutting Edge Process
Inception
Evolution
Diffusion

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Fresh
Mindset

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Business Design Thinking
Human-centered Visual Thinking Active Iteration Co-creation &
Collaboration
Holistic Perspective

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Human-Centered Approach
MRA: talking about the people not just the process (empathy)
THDC personas? Session photo with big head?

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Visual Thinking & Storytelling

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Active Iteration

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Co-Creation and Multi-Disciplinary Teams

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Holistic Systems-Perspective

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Example | Nine Inch Nails

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www.theartofopportunity.net

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DO.
OR DO NOT.
THERE IS NO TRY.
—YODA Jedi Master

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Thank you.

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QUESTIONS?
www. mural.co
www.theartofopportunity.net
@artofopp
#artofopp