The Three Monkeys of Strategy, Marketing & Advertising News, ET BrandEquity
ET BrandEquity.com brings part two of Strategygrams weekly series.
This week’s Strategygram titled “The Three Monkeys of Strategy” is part of a series created by Sattar Khan, a branding consultant. Each Strategygram distills strategic thinking into a single image. The collectible series is a visual guide to strategic thinking and provides handy visual prompts for your branding workouts.
We all know the three monkeys advising against evil: “See no evil. Hear no harm. Speak no evil. — but what do the three strategy monkeys advocate?
Unlike the Three Monkeys who advocate passive avoidance, the Strategy Three Monkeys urge contributory action: “See the unusual. Listen to Uncut. Speak uncommon.’
When you see the unusual, you see the opportunity, in situations such as:
What the customer could accomplish, even if he did not realize it, as the smartphone manufacturers had expected.
What the client could outsource, as task management companies have noticed. What the customer wants to use but not own, as ridesharing companies have observed.
What the customer does not want to pay so much for, as companies offering homestay rentals for vacationers have noticed.
What structural changes portend – as non-fungible cryptocurrency and token issuers detected.
What the underlying continuity signals – as e-commerce companies focusing on the trifecta of better choice, greater speed, and lower prices seen.
What technological progress allows, as envisaged by the manufacturers of electric vehicles.
What value arbitrage generates, as perceived by apps for buying and selling used goods.
What “average” does to mask outliers, as tall people’s clothing companies have figured out.
What aggregation instead of segmentation does for scaling, as evidenced by crowdsourcing platforms.
What decoupling does, as identified by cloud infrastructure companies that have opened up their internal facilities.
What hybrid choices do instead of binary choices, as edtech companies have recognized.
What long-term consequences come from short-term actions, as companies concerned about their carbon footprint have glimpsed.
You hear uninterrupted when you listen to information undiluted by intermediaries and untainted by assumptions; when you connect with the subtext and what is felt but not said; when you take into account the evidence that does not confirm it; when you give an audience to diverse viewpoints from inclusive outreach; when you’re all ears for devil’s advocate rather than the echo chamber; when you elevate the conversation with transformative listening; when you listen to the quiet voice indoors and not just the loud voices outdoors.
You speak uncommonly when you are refreshingly open and genuine, resonating with what people feel in private but have been hesitant to admit publicly until now; when you reframe things to enlighten and encourage people; when you champion causes for the greater good instead of secret private benefit; when you speak with actions that matter and not with words that don’t matter; when your actions say what is right even though no one else will know or care.
It is therefore the way of the strategist: See Unusual. Listen to Uncut. Talk about unusual.
Check out the first nineteen Strategygrams: “Speed Kills”, “Half Bridges Don’t Work”, “No Contest”, “The Silent Clue”, “Who’s For Lunch?” ‘, ‘Competition Is A Monster’, ‘The Distinctive Sells The Difference’, ‘Strategy as History’, ‘Timing Beats Speed’, ‘Conquering Fort Customer’, ‘How Are You Different?’, ‘The Villain and The Hero Inside ‘, ‘Galileo’s Discovery’, ‘The Strategic Logic Chain’, ‘The Brand Experience Trio’, ‘Deer in the Headlights’, ‘Do the maths’, ‘An insight is like a tram car’ and ‘Le leap of ideas and ideas’.
-Sattar Khan can be contacted at [email protected]