1. The Power of Strategic Thinking to Drive Growth and Success

2. Kaihan Krippendorff All Rights Reserved. 3. Kaihan Krippendorff All Rights Reserved. 4. Kaihan Krippendorff All Rights Reserved. 5. Kaihan Krippendorff All Rights Reserved. Ray Kroc 6. Kaihan Krippendorff All Rights Reserved. Mohammad Yunus 7. Kaihan Krippendorff All Rights Reserved. 8. Kaihan Krippendorff All Rights Reserved. Tata 9. Kaihan Krippendorff All Rights Reserved. Thomas Edison 10. Kaihan Krippendorff All Rights Reserved. Betsy Johnson 11. Kaihan Krippendorff All Rights Reserved. 12. Kaihan Krippendorff All Rights Reserved. 13. Kaihan Krippendorff All Rights Reserved. Height(inches) 30 0 10 20 Average Business School Students Lawyers Architects & Engineers CEOs CEOs & Exec Admins ???? 14. Kaihan Krippendorff All Rights Reserved. 15. Kaihan Krippendorff All Rights Reserved. Richard Branson Oprah Winfrey Elizabeth Arden Dhirubhai Ambani Bill Gates Charles Revson Henry Ford Sichir Honda 16. Kaihan Krippendorff All Rights Reserved. Martin Luther King, Jr. Mother Teresa Mahatma Gandhi Nelson Mandela Rosa Parks Mohammad Yunus Margaret Thatcher Benjamin Franklin 17. Kaihan Krippendorff All Rights Reserved. Elon Musk CEO, Tesla Motors Tom Adams CEO, Rosetta Stone Mark Zuckerberg CEO, Facebook Arianna Huffington CEO, Huffington Post Robert Keane CEO, Vistaprint Wayne Gattinella CEO, WebMD Sabrina Herrera Cofounder, Genomma Lab Marissa Mayer CEO, Yahoo Larry Page CEO, Google Mark Vadon Founder, Blue Nile Josh Linkner Founder, ePrize Ann Hand CEO, Project Frog Susan Lyne CEO, Gilt Groupe Cory Booker Mayor, Newark, NJ, USA Jeff Bezos Founder, Amazon.com 18. Kaihan Krippendorff All Rights Reserved. Todays Purpose Step into a new mindset.the outthinker mindset Apply the core tools to design a breakthrough strategy Feel confident in your ability to apply what you have learned at work 19. Kaihan Krippendorff All Rights Reserved. Two Standard Approaches Follow proven rules or best practices Rules 1. Alkdjfklsdlkj 2. Asdlkfj bou 3. Alsk boiuoidf 4. Goibjhkal dgs 5. Glijgbuu gds 6. gljgoiud Lay out options, apply data, arrive at the optimal option Option narrowing X X X 20. Kaihan Krippendorff All Rights Reserved. Outthinker Methodology The Five HABITS of Innovative Leaders & Teams 21. Kaihan Krippendorff All Rights Reserved. Outthinker Methodology Finding the BIG I.D.E.A Todays Focus 22. Kaihan Krippendorff All Rights Reserved. Who the hell wants to hear actors talk? Harry M. Warner, CEO of Warner Brothers Pictures, circa 1927 Heavier than air flying machines are impossible. Lord Kelvin President, Royal Society, circa 1895 There is no likelihood man can ever tap the power of the atom. Robert Millikan, Nobel Prize in Physics, 1923 There is no reason for any individual to have a computer in their home. Ken Olsen President , Digital Equipment Corporation,1977 The phonograph is not of any commercial value. Thomas Alva Edison (Inventor of the Phonograph), circa 1880 Outthinkers are Outliers 23. Kaihan Krippendorff All Rights Reserved. 24. Kaihan Krippendorff All Rights Reserved. First they ignore you, then they laugh at you, then they fight you, then you win. Mohandas Gandhi 25. Kaihan Krippendorff All Rights Reserved. The option beyond the obvious choices; the option others do not see, will not consider, and will not respond effectively to. The 4th Option 26. Kaihan Krippendorff All Rights Reserved. Go home Wait Climb the walls 27. Kaihan Krippendorff All Rights Reserved. 28. Kaihan Krippendorff All Rights Reserved. 29. Kaihan Krippendorff All Rights Reserved. URBN Revenue History $ Millions Source: Bloomberg & TIAA-CREF 350 425 550 830 1,090 1,230 1,510 1,840 1,940 2,270 2,470 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 30. Kaihan Krippendorff All Rights Reserved. URBN Results 5 5 13 Industry ANF** URBN Growth 5Y Ave.* Revenue CAGR (%) 14 12 20 Profitability 5Y Ave.* EBITD Margin (%) * 5 years average as of October 2013 ** Abercrombie & Fitch, closest peer by market capitalization Source: Reuters 31. Kaihan Krippendorff All Rights Reserved. College students only Used clothing Artists not managers in charge Manager freedom Every store different 32. Kaihan Krippendorff All Rights Reserved. URBN Score Position Process Physical experience People PlaceProduct PromotionPrice 0 = no difference 1 = different; competition will catch us in < 3 yrs. 2 = different; competition wont catch us for 4+ yrs. LEGEND 33. Kaihan Krippendorff All Rights Reserved. Position Process Physical experience People PlaceProduct PromotionPrice The 8Ps 0 no difference 1 4 year difference 2 5+ year difference 34. Kaihan Krippendorff All Rights Reserved. Company Outthinker Score (X) Pos. Proc. Phys. People PlaceProd. Promo.Price Tesla Motors (6) Dell (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Rosetta Stone (7) Pos. Proc. Phys. People PlaceProd. Promo.Price Southwest (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Vistaprint (10) Pos. Proc. Phys. People PlaceProd. Promo.Price Pos. Proc. Phys. People PlaceProd. Promo.Price Walmart (7) Genomma Lab (8) Pos. Proc. Phys. People PlaceProd. Promo.Price Pos. Prod Phys. People PlaceProc Promo.Price Urban Outfitters(9) 35. Kaihan Krippendorff All Rights Reserved. I.D.E.A.S 36. Kaihan Krippendorff All Rights Reserved. You just received a $1,000. How would you allocate the money? Use it to buy something nice for someone special. Invest it in a retirement fund. Plan a fun and extravagant occasion. Put it in a checking account. Me Now Me Later 3x 37. Kaihan Krippendorff All Rights Reserved. The Problem: Envisioning ourselves in the future is so difficult that we often think that future self as an entirely different person. 38. Kaihan Krippendorff All Rights Reserved. 39. Kaihan Krippendorff All Rights Reserved. Objective: Give yourself permission to dream a different future. I | IMAGINE 40. Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE 41. Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE 42. Kaihan Krippendorff All Rights Reserved. Objective: Force yourself to travel to a different future. I | IMAGINE 43. Kaihan Krippendorff All Rights Reserved. Objective: Bring that future back to the present. I | IMAGINE 44. Kaihan Krippendorff All Rights Reserved. Objective: Attain strategic clarity. I | IMAGINE 45. Kaihan Krippendorff All Rights Reserved. What I found most valuable about the IMAGINE step was 46. Kaihan Krippendorff All Rights Reserved. I.D.E.A.S 47. Kaihan Krippendorff All Rights Reserved. Position Process Physical experience People PlaceProduct PromotionPrice The 8Ps 0 no difference 1 4 year difference 2 5+ year difference 48. Kaihan Krippendorff All Rights Reserved. 49. Kaihan Krippendorff All Rights Reserved. 50. Kaihan Krippendorff All Rights Reserved. Group A: How Can I Produce A Good Drawing? Group B: What Good Drawing Can I Produce? 51. Kaihan Krippendorff All Rights Reserved. Objective: Be a problem finder, not a problem solver. D | Dissect Exercise Pick the TWO Ps you usually solve this problem from. 52. Kaihan Krippendorff All Rights Reserved. Objective: Be a problem finder, not a problem solver. D | Dissect Exercise Pick two Ps you are least likely to dissect your challenges from. Generate as many questions as you can to think about your challenge from these Ps 53. Kaihan Krippendorff All Rights Reserved. 54. Kaihan Krippendorff All Rights Reserved. What I found most valuable about the DISSECT step was 55. Kaihan Krippendorff All Rights Reserved. I.D.E.A.S 56. Kaihan Krippendorff All Rights Reserved. Alexandra Kosteniuk How Do Great Strategists See the Winning Move? 57. Kaihan Krippendorff All Rights Reserved. Source: Baddeley model of short term working memory Consciousness Phonetic loop Visuo-special sketchpad Episodic buffer 58. Kaihan Krippendorff All Rights Reserved. Relative number of games chess players recognize: Grand master Master Expert 59. Kaihan Krippendorff All Rights Reserved. Europe & North America Fairy tales Japan Koan India Puranas China 36 stratagems 60. Kaihan Krippendorff All Rights Reserved. Identifying Outthinkers Value creation (TRS) Revenue growth (CAGR) (EBITDA) Profit margin 61. Kaihan Krippendorff All Rights Reserved. Core Research 62. Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good 63. Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22 64. Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22 I just think a future in which anyone can shoot stuff into space is more exciting than one which only the government can. Elon Musk, founder, Space-X (2003 interview) 65. Kaihan Krippendorff All Rights Reserved. Move Early to the Next Battleground22 66. Kaihan Krippendorff All Rights Reserved. 67. Kaihan Krippendorff All Rights Reserved. Identify and move early to the next battleground. Where is the next battleground? - Technological trends? - Social shifts? - Geographies? - Buying patterns? - Needs? 22 Move Early to the Next Battleground 68. Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good 69. Kaihan Krippendorff All Rights Reserved. 70. Kaihan Krippendorff All Rights Reserved. 71. Kaihan Krippendorff All Rights Reserved. 72. Kaihan Krippendorff All Rights Reserved. Coordinate the Uncoordinated34 73. Kaihan Krippendorff All Rights Reserved. 74. Kaihan Krippendorff All Rights Reserved. 75. Kaihan Krippendorff All Rights Reserved. 76 Coordinate the Uncoordinated34 76. Kaihan Krippendorff All Rights Reserved. Combine and coordinate independent elements within your environment to orchestrate much greater power. Who would we like to coordinate? - Customers - Experts - Employees - Real estate - Regulators - Competitors - Driveways - Coordinate the Uncoordinated34 77. Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good 78. Kaihan Krippendorff All Rights Reserved. Force a Two-Front Battle7 79. Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Cloud providers Cloud services Retail There is no physical analog for what Amazon.com is becoming. - Jeff Bezos 80. Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Shoes Shoes Customer service 81. Kaihan Krippendorff All Rights Reserved. 7 Force a Two-Front Battle Traditional CPA firms Projects Resources (Accnts) 82. Kaihan Krippendorff All Rights Reserved. Force a two-front battle7 Project your unique capability into a new area. What is your unique advantage/ capability? Into what new area could you project this? 83. Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good 84. Kaihan Krippendorff All Rights Reserved. Environment Employees Community Govern- ment / country Share- holders Customers Be Good33 Corporation 85. Kaihan Krippendorff All Rights Reserved. 33 86 Be Good 86. Kaihan Krippendorff All Rights Reserved. The Holstee Manifesto 87. Kaihan Krippendorff All Rights Reserved. Adopt a strategy that Benefits others. How can you profitably benefit key stakeholders that you are not now considering? Be good33 88. Kaihan Krippendorff All Rights Reserved. Narratives to Find a Fourth Option #7 Force two-front battle #32 Create something out of nothing #22 Move early to the next battleground #34 Coordinate the uncoordinated #33 Be good 89. Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32 90. Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32 Julie Pickens 91. Kaihan Krippendorff All Rights Reserved. Ingvar Kamprad Create Something Out of Nothing32 92. Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32 93. Kaihan Krippendorff All Rights Reserved. Create Something Out of Nothing32 94. Kaihan Krippendorff All Rights Reserved. Add a new piece the board. What would you like to create/ add to the game? - New categories? - New occasions or needs? - New customers? - New suppliers? - New distributors? - New regulations? Create something out of nothing32 95. Kaihan Krippendorff All Rights Reserved. Find More Stratagems at www.kaihan.net 96. Kaihan Krippendorff All Rights Reserved. 97. Kaihan Krippendorff All Rights Reserved. What I found most valuable about the EXPAND step was 98. Kaihan Krippendorff All Rights Reserved. I.D.E.A.S 99. Kaihan Krippendorff All Rights Reserved. Impossible is a word to be found only in the dictionary of fools. Napoleon Bonaparte 100. Kaihan Krippendorff All Rights Reserved. Selecting your 4th Option High Low Crazy ideas Winning moves Wastes of time Tactics Impact How far would this get me toward my goal? How long before the competition responds? Difficult Easy Can we do this quickly? Is this inexpensive? Do we have the capability? 101. Kaihan Krippendorff All Rights Reserved. Selecting your 4th Option High Low Crazy ideas Winning moves Wastes of time Tactics Impact How far would this get me toward my goal? How long before the competition responds? Difficult Easy Can we do this quickly? Is this inexpensive? Do we have the capability? 102. Kaihan Krippendorff All Rights Reserved. Make the impossible possible Dont build handsets Risk of no WiFi Customer Service too costly Each of these looked like show stoppers Motorola Early adopters No one provides service David Morken, CEO Bandwidth.com 103. Kaihan Krippendorff All Rights Reserved. It's not that I'm so smart, it's just that I stay with problems longer. - Albert Einstein 104. Kaihan Krippendorff All Rights Reserved. Select ONE idea that you want to move forward on for your challenge. Share it with the group. 105. Kaihan Krippendorff All Rights Reserved. What I found most valuable about the ANALYZE step was 106. Kaihan Krippendorff All Rights Reserved. I.D.E.A.S 107. Kaihan Krippendorff All Rights Reserved. Selling your idea think GAME Goal Audience Message Engagement What do I want my audience to do and/or believe? What do I know about my audience? What are they asking themselves? What are their concerns? What is their point of view? What message (or message points) will have my audience do and/or believe? How can I best engage them in my message? Presentation? Phone? One-on-one? Time of day? Occasion (e.g., lunch)? Where? Environment? 108. Kaihan Krippendorff All Rights Reserved. Personal Example 109. Kaihan Krippendorff All Rights Reserved. Mr. Practical Mr. Obvious Mr. Expert Mr. What Works Mr. Cog 110. Kaihan Krippendorff All Rights Reserved. Todays Purpose Step into a new mindset.the outthinker mindset Apply the core tools to design a breakthrough strategy Feel confident in your ability to apply what you have learned at work 111. Kaihan Krippendorff All Rights Reserved. 112. Kaihan Krippendorff All Rights Reserved. 113. Kaihan Krippendorff All Rights Reserved. 114. Kaihan Krippendorff All Rights Reserved. Ray Kroc 115. Kaihan Krippendorff All Rights Reserved. Mohammad Yunus 116. Kaihan Krippendorff All Rights Reserved. 117. Kaihan Krippendorff All Rights Reserved. Ratan Tata 118. Kaihan Krippendorff All Rights Reserved. Thomas Edison 119. Kaihan Krippendorff All Rights Reserved. Betsy Johnson 120. Kaihan Krippendorff All Rights Reserved. kk@kaihan.net www.kaihan.net www.outthinker.com @kaihan Register for newsletter, tools, videos Work out your Fourth Option Email me to get presentation Contact us at Outthinker for more support