„The management of strategy development processes is one of the core management tasks in every organisation”.
We have all heard this sentence approx. 1000 times, are through x strategy-meetings, workshops and endless debates…. Quite often searching for new approaches, ideas and most: inspiration. The author and „Visual Strategist“ Miikka Leinonen and students of the Business and Information Technology School Berlin have tried something different: the strategy development method „Melt„:
A key factor for „defining“ strategies is a an open and interactive communication which, in the context of the Melt method, aims to connect the material with the immaterial world into a in a “business model based ecosystem”, as Mikka calls it.
The process of structuring strategic statements and “breaking it up” into its core components is very much alike a Design Thinking process, where strategic solutions are formed in an iterative way.
Following effects does the method have on its participants (and it really does, but it also takes some time!):
The procedure of "Prototyping" single "core strategy approaches” to a holistic ecosystem, e. g. which connects the real business model with the (immaterial) digital landscape, is the “birthplace" within the method. With it, the strategy’s "perspective" gains a new quality, which brings together the "best" of customary methods; in the end, to provide nothing absolutely NEW, but better. In detail:
Mintzbergs “strategy bridge” illustrates different perspectives which executives should keep in mind in order to reach a holistic strategic orientation of an organisation and to enable strategic success. This iteration, the “Prototyping“ and also the transfer of the "molecular results" into an ecosystem is being visualised in the Melt method by connecting the material and immaterial points of view.
The STEP-analysis deals with the "environment” of an organisation and the examination market surrounding-trends, which might have a lasting impact on the organisation’s core business. Similar to the STEP-analysis, the Melt process discusses those external dimensions by looking at every strategical element and considering it in the context of the ecosystem.
According to Porters industry structure analysis, the strategy development shall focus, above all, on the position of the company within the respective branch. This industry structure analysis is part of the methodology, because within the scope of this analysis possible competitor’s activities can be anticipated and changes within the industry can be considered during strategy development.
Hence, the „Melt“-method combines the „Best of“ plus „Design Thinking“!
Since in the Melt-session regarding „Newspaper 3. 0 ? a we had a task of Herculean proportions, the details cannot be describes in detail in this article.
Nevertheless, after finishing, EVERYBODY answered the following questions with "Yes":
I am really looking forward to my next „Melt“ session with Mikka and Jan Tillmann with exciting strategy questions all around the digital transformation.
This article was written by Robert Daubner, Consultant and Media Specialist at SCHICKLER Media Consultants in Hamburg. It was also published in german language at www.schicklernext.com.