Whirlpool Europe, Comerio, Italy From Product to Business Model Innovation: Fostering Strategic Agility for Renewed Growth Whirlpool Europe, Comerio, Italy 27 May 2008 Yves Doz The Timken Chaired Professor of Global Technology & Innovation Professor of Business Strategy INSEAD Mikko Kosonen Executive Vice President SITRA (ex-Chief Strategy and Information Officer, Nokia)

The most critical challenge today How to discover and implement new business models, to transform one’s core business and rekindle growth Where is Strategic Agility most needed? CISCO: From corporate to consumer markets INTEL: From processors to “ambiant” usage model solutions IBM: From Hardware to integration services, and “on-demand” computing NOKIA: From “devices” to internet-based mobility services SAP: From proprietary ERPs to “Fortune 1000” to internet platforms for the next 200,000 HP: From disparate products to integrated service solutions Strategic Rigidity Strategic Agility Entrepreneurial Insight and Flexibility Operational Excellence Growth Time

Sources of Sustained Growth and High Performance Clear Direction and focus We should have a clear vision for the future of our core business We should have a sustained effort at maximally leveraging our core business We should have a tight focus on continuous improvement We should have a leadership position in everything we do We should have self-confidence and an action orientation High Efficiency We should have strong business units with sufficient autonomy as they grow We should have highly efficient business systems and processes We should have deep collaborative relationships with our key customers and partners We should learn by doing and build on our experience Quick Commitment We should have clear charters for all organizational units We should have strong and experienced leaders with proven track record We should make decisions fast We should promote successful leaders

Single-minded attention to clear direction and focus leads to… Leadership position in everything we do Tight focus on continuous improvement Sustained effort at maximally leveraging our core business Clear vision for the future of our core business Driver High action orientation and self-confidence Strategic myopia Dominance mindset Reluctance to open collaboration and experimentation Short term internal orientation Tyranny of the core business Framing everything in the light of the core business Tunnel vision Considering everything outside the core as non- relevant Toxic side-effect Consequence Action hero syndrome, no time and interest for alternatives Snap judgment and intellectual laziness

Single-minded attention to High Efficiency leads to… Learning by doing and building on experience Deep collaborative relationships with key customers and partners Highly efficient business systems and processes Strong business units with sufficient autonomy as they grow Driver Toxic side-effect Management mediocrity and competence gaps Forgiven and hidden misbehavior and shortcomings Ties that Bind Customer & partner ‘lock in’ and decreasing strategic freedom Activity system rigidification Increasingly differentiated and specialized (‘fit for purpose’) activity systems Resource imprisonment Core business managers ‘sitting on their resources’ Consequence

Single-minded attention to quick commitment leads to… Driver Emotional apathy Tired hero syndrome; future opportunities looking less thrilling than past experiences Expert management Decisions elevating to the top team; decisions made by the ‘same’ leaders Heady charm of fame and power Inflated egos, overly bold commitments, implicit pecking order Management divergence Declining intensity of dialogue and decreasing need for collective commitments Toxic side-effect Consequence Clear charters for all organizational units Strong leaders with proven track-record Preference for fast decision making Successful leaders

Strategic Agility easily Turns into Strategic Paralysis Over Time … The Curse of Success Strategic Agility easily Turns into Strategic Paralysis Over Time … Strategic Sensitivity Tunnel Vision Tyranny of the core business Strategic Myopia Dominance mindset Snap judgment and intellectual laziness Resource Fluidity Management divergence Heady charm of fame and power ‘Expert’ management Emotional apathy Imprisoned resources Business system rigidity Ties that bind Management mediocrity and competence traps Leadership Unity

Why Strategic Agility Now? Why so hard ? Fast Corporate Entrepreneurship Strategic Agility Operational Performance Speed of Change Focus on Operational Excellence Strategic Planning Slow Simple/ Linear Nature of Change Complex/ Systemic

The Strategic Agility Imperative Most companies die not because they do the wrong things, but because they keep doing what used to be the right things… for too long.

How to discover and implement new innovative business models? Strategic Sensitivity Both the sharpness of perception and the intensity of awareness and action Resource Fluidity The internal capability to reconfigure business systems and redeploy resources rapidly Leadership Unity The ability of the top team to make bold decisions fast, without being bogged down in “win-lose” politics at the top

Key Capabilities enabling Strategic Agility Strategic Sensitivity Open Strategy Process Heightened Strategic Alertness High Quality Internal Dialogue Cabinet responsibility Top team collaboration Leadership style and capabilities of the CEO Resource Fluidity Fluid re-allocation and utilization of capital resources Mobility of people and knowledge Modular structures Leadership Unity

Through the magnifier lens: Drivers of Strategic Sensitivity Co-strategizing with multiple stakeholders Open Strategy process Experimentation Stretched vision Contradictory goals Heightened Strategic Alertness STRATEGIC SENSITIVITY Open business definition Factual and conceptual richness High Quality Internal Dialogue Cognitive diversity

Strategic Sensitivity A peek into the microscope… Comparison of the approaches and methods used to foster Strategic Sensitivity INTEL CISCO SAP NOKIA IBM HP Open Strategy Process - Studies end-user future behaviour and usage models driving the demand for its products and services. - Shares its future product and technology roadmaps with all major value chain members to secure alignment for R&D efforts. - Active ecosystem building. - Intel Software Solution Group, responsible for promoting Intel technology - across all IT domains, has people continuously working in its customers premises. - Systematic online interaction with all customers. - Active participation on key industry forums. - Joint experimentation and shared “roadmaps” with strategic partners. - Dedicated consultant unit (IBSG) focusing on customer understanding and business consulting (mainly but not exclusively external). - All senior managers expected to meet with external stakeholders every two weeks and report their learnings. - War rooms and competitive action scenarios (“Sun Tzu” reports). - Corporate Strategy Group actively conducting and facilitation dialogue with multiple stakeholders, including new partners. - Extensive strategic collaboration with key global customers (in the core business domain). - Assigned designated corporate and business level strategists to drive and facilitate corporate-wide strategic collaboration with key partners. - Active co-strategizing with key global customers (in core business). - Systematic, process for continuously screening new business ideas. - Active co-strategizing with Key Global Customers. Global Innovation Outlooks “Engineering & Technology Services” (ETS) unit to directly interface with R&D in different companies across industries. - Teams of scientists and management consultants to work on client problems. - Meetings with CEOs of client companies. - Teams Strategy +techn. - Emerging Business Opportunities - Innovation Jams with whole personnel and key partners. - Active co-strategizing with Key Global Customers. - HP Labs as ‘platform’ for learning from the ‘periphery’ and ‘open innovation’. - Global ‘innovation fair’ where the best business ideas are presented and evaluated. Heighte-ned Strategic Alertness - Multidimensional organization with global businesses and shared resources. - Stretched goals/ CEO promises. - Multidimensional organization (ex: The R&D head runs all the product lines and technologies, the head of sales and marketing all geographies and industries, …) - Multidimensional organization. - Stretched goals/ CEO promises. - Open ‘business’ definition: “Life goes Mobile”. - Systematic recruitment from other businesses. - Open business definition. - Global Innovation Outlooks and technology outlooks. - Corporate-wide cross business unit themes for new business development (mobility, security etc.). Quality of dialogue - Training and Promotion of ‘Constructive Confrontation’. - Systematic resource acquisition from prime management consultancy companies and companies from other industries and internally. - Rotation to line organization after three years. - Define core business(es) in a conceptually tight but broad manner fostering growth into new market domains. - Segment councils for cross-functional solution development. - Corporate Strategy Group (30 person strong internal consultancy team) recruited from consulting and investment banking to improve the quality of strategic dialogue, common frameworks and concepts that allow rich interpretations of strategic issues in a common language. - Create an environment where everybody has the freedom to speak up, criticize, be out of the box. Discuss first as a team at the top. “Openness to disagree forces a true team”. - Strategic agenda :10 major strategic issues that are continuously followed up, on emerging technologies, business models, or other important trends relevant for more than one business group. - ‘Hand-pick’ 10 of the most capable individuals from any part of the organization to work on selected vision themes. - Strategy process involving thousands of people, supported by web-based dialoguing tools. - Safeguard new insights and opportunities: developed a process of time ‘Horizons’ to manage its emerging businesses. - 3 top teams focusing on: . strategy . technology . senior executives and selected (by CEO) other contributors (for 1 year). - Securing cognitive diversity by appointing ‘best brains’ to fully mandated top team members for a year at a time. - CTO/CSO network facilitating internal strategy dialogue.

A peek into the microscope… SAP NOKIA Heightened Strategic Alertness - Stretched goals/CEO promises. - Multidimensional organization. - Assigned designated corporate and business level strategists to drive and facilitate corporate-wide strategic collaboration with key partners. - Stretched goals/ CEO promises. - Open ‘business’ definition: Life goes Mobile. - Systematic recruitment from other businesses. Quality of dialogue - Corporate Strategy Group (30 person strong internal consultancy team) recruited from consulting and investment banking to improve the quality of strategic dialogue, common frameworks and concepts that allow rich interpretations of strategic issues in a common language. - Create an environment where everybody has the freedom to speak up, criticize, be out of the box. Discuss first as a team at the top. “Openness to disagree forces a true team”. - Strategic agenda :10 major strategic issues that are continuously followed up, on emerging technologies, business models, or other important trends relevant for more than one business group. - ‘Hand-pick’ 10 of the most capable individuals from any part of the organization to work on selected vision themes. - Strategy process involving thousands of people, supported by web-based dialoguing tools.

A peek into the microscope… SAP NOKIA Heightened Strategic Alertness - Stretched goals/CEO promises. - Multidimensional organization. - Assigned designated corporate and business level strategists to drive and facilitate corporate-wide strategic collaboration with key partners. - Stretched goals/ CEO promises. - Open ‘business’ definition: Life goes Mobile. - Systematic recruitment from other businesses. Quality of dialogue - Corporate Strategy Group (30 person strong internal consultancy team) recruited from consulting and investment banking to improve the quality of strategic dialogue, common frameworks and concepts that allow rich interpretations of strategic issues in a common language. - Create an environment where everybody has the freedom to speak up, criticize, be out of the box. Discuss first as a team at the top. “Openness to disagree forces a true team”. - Strategic agenda :10 major strategic issues that are continuously followed up, on emerging technologies, business models, or other important trends relevant for more than one business group. - ‘Hand-pick’ 10 of the most capable individuals from any part of the organization to work on selected vision themes. - Strategy process involving thousands of people, supported by web-based dialoguing tools.

Drivers of Leadership Unity Shared agenda & incentives Cabinet responsibility Mutual dependency Embracing conflict + dialogue LEADERSHIP UNITY Top team collaboration Institutionalized top team renewal CEO First among peers Leadership style and capabilities of the CEO Capability to play multiple roles

Drivers of Resource Fluidity Fluid Re-allocation and Utilization Freeing strategic direction from org.structure Dissociating results from resource ownership Fluid Re-allocation and Utilization of Capital Resources Assumption based planning/resource allocation process Institutionalized job rotation Mobility of People and Knowledge Sharing Resource Fluidity Values and management system emphasizing knowledge sharing ‘Plug and Play’ modular structures Modular structures

Operational Excellence Summary Strategic Agility results from the multiplicative effect of: Strategic Sensitivity: Seeing and framing opportunities in a new insightful way X Resource Fluidity: Fast and efficient resource mobilization and redeployment . Leadership Unity: Collective decision making and commitment to decision outcomes Fast Change Strategic Agility ? Curse of Success Operational Excellence Complex Change

Key Levers of Strategic Leadership Strategic Sensitivity: Seeing and framing opportunities in a new insightful way Cognitive Organizational Emotional Resource Fluidity: Fast and efficient resource mobilization and redeployment Relational Leadership Unity: Collective decision making and commitment to decision outcomes

From Strategic Paralysis to Strategic Agility The "CORE" drivers Emotional Drivers: Re-energizing hearts and redirecting efforts, leading through values, articulating aspirations Organizational Drivers: Re-integrating the organization, creating interdependent processes, common rewards, integrated value creation capabilities Activities Capabilities Strategic Agility (or Rigidity!) Cognitive Drivers: Developing and sharing new broader perspectives engaging in higher quality dialogues Relational Drivers: Re-uniting the top team, fostering an open and honest dialogue around key collective decisions, and sticking with them.

Opening the Cognitive Context Encouraging the expression of new ideas Planting and nurturing seeds of change Opening spaces and providing fora for sense-making dialogues Pacing the exploration journey to gain credibility Reframing away from the lime-lights Fencing-in resources for investment Matching level of attention to level of learning Clustering and bending

Adjusting the ‘Organizational Context’ Unpacking the core business system Putting the organization ‘off-balance’ Allowing for rapid entry and exit into/from new businesses Allowing flexible and dynamic differentiation and integration

Renewing the Relational Context Putting top team members under renewed tension Creating a sense of crisis Changing the top team composition Letting the new top team gradually develop a new common and more conceptual language

Re-energizing the Emotional Context Cognition does not immediately translate into emotions! Emotions precede vision Transition spaces and periods (mourning the old, adopting the new) Redefining the new to mobilize the attachment to the old Executive leadership (leading by example) is fundamental, emotions are contagious But regaining strategic agility calls for a shift in emotional attachment

Strategic agility is a never ending quest Success is blinding Strategic agility is a never ending quest For more information on Strategic Agility please contact: E-mail: strategicagility@insead.edu or connect to : www.strategicagility.com