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Global Marketing
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza
Andre Piazza @AndreAtDell
Why decisions matter today
more than ever?
• Pervasive
• Increased access to information
• Variety of options
• More stakeholders
• Pressure to decide faster
• Limited ability to make decisions daily
Executive Decisions: improving choices in a speedy world @AndreAtDell 2
We make a variety of decisions
through life
Lifecycle
– Education
– Transportation
– Health
– Housing
Professional
– Career
– Employment
Financial
– Savings
– 401K
Lifestyle
– Family
– Romantic
Routine
– Do / don’t; go / no go
– Priorities
Civic
– Elections
– Jury Duty
– Military
Executive Decisions: improving choices in a speedy world @AndreAtDell 3
24
Our quest for great decisions
Executive Decisions: improving choices in a speedy world @AndreAtDell 4
poor decisions
great decisions
What is a great decision?
1. Achieve goals
2. Aligned with beliefs, values
3. Addresses (implicit, explicit) expectations
from everyone involved
in various degrees… hopefully as close to
expectations as possible
Executive Decisions: improving choices in a speedy world @AndreAtDell 5
Why Smart Executives Fail?
Source: Dr. Sydney Finklestein, PhD
“Why Smart Executives Fail?”
Executive Decisions: improving choices in a speedy world @AndreAtDell 6
1. See their companies as dominating
their environments
2.No boundaries between personal /
corporate interests
3.Seem to have all the answers
4.Ensure 100% worshipers, ruthlessly
eliminating anyone else
5.Excessive efforts to develop an image
6.Treat intimidating obstacles as
temporary impediments
7. Return to the recipe that made them
successful in the first place
Simplistic answers don’t guarantee success
1. See their companies as
dominating their
environments
2. No boundaries between
personal / corporate interests
3. Seem to have all the answers
4. Ensure 100% worshipers,
ruthlessly eliminating anyone
else
5. Excessive efforts to develop
an image
6. Treat intimidating obstacles
as temporary impediments
7. Return to the recipe that
made them successful in the
first place
Don’t be arrogant
Don’t be self-serving /
self-centered
Think before you decide
Be inclusive; Don’t be evil
Focus on action
Don’t underestimate the
obstacles
Don’t be a one-trick pony
Executive Decisions: improving choices in a speedy world @AndreAtDell 7
there’s more to this quest than just
avoiding bad behaviors
poor decisions
great decisions
Executive Decisions: improving choices in a speedy world @AndreAtDell 8
5 tips for great Executive
decisions
W
R
A
P
P
Executive Decisions: improving choices in a speedy world @AndreAtDell 9
5 tips for great Executive
decisions
Widen your options
Reality-test your assumptions
Attain emotional distance
Prepare for success (or failure)
Pursue a process
Executive Decisions: improving choices in a speedy world @AndreAtDell 10
5 tips for great Executive
decisions
Executive Decisions: improving choices in a speedy world @AndreAtDell 11
options validate implicationschallenge sustainability
Widen your options
• Focus on creating alternatives
• Avoid a narrow frame
Executive Decisions: improving choices in a speedy world @AndreAtDell 12
Widen your options
Avoid a narrow frame
FROM: Should I do < A >: yes or no?
Should I do < A > or < B >?
• are you solving the right problem?
• limited to 1 course of action
TO: What If I do < A > and < B >?
• creates options
• enables multi-tracking: multiple courses of action
ALTERNATIVE: What’s the best way to achieve <
goal >?
Executive Decisions: improving choices in a speedy world @AndreAtDell 13
Reality-test your assumptions
• Develop early warning systems
• Prototype early
Executive Decisions: improving choices in a speedy world @AndreAtDell 14
Vote: choose to hear a story
from the career of
Bob Dylan David Bowie Van Halen
Executive Decisions: improving choices in a speedy world @AndreAtDell 15
Van Halen’s contract in the 70s
demanded a bowl with no brown M&Ms
available backstage.
Penalty was forfeiture of the contract.
This ingenious early warning system
checked if venue would meet band’s
sound & safety requirements.
Executive Decisions: improving choices in a speedy world @AndreAtDell 16
Reality-test your assumptions
Early warning systems
Reality-test your assumptions
Prototype early
Executive Decisions: improving choices in a speedy world @AndreAtDell 17
Attain emotional distance
• Challenge your own biases
• What would you tell a friend to do?
• Empathize first
• Check the facts
Executive Decisions: improving choices in a speedy world @AndreAtDell 18
Attain emotional distance
A word about the very nature of decisions
1. Decisions are primarily emotional processes
2. Illuminated by facts, experience, intuition,
knowledge
3. With the backdrop of circumstances
To improve your decision-making skills,
you need to learn to effectively
navigate each of these elements
Executive Decisions: improving choices in a speedy world @AndreAtDell 19
Attain emotional distance
"People seldom do what
they believe in.
They do what is
convenient, and then
repent."
Bob Dylan
Executive Decisions: improving choices in a speedy world @AndreAtDell 20
Attain emotional distance
Challenge your own biases
Executive Decisions: improving choices in a speedy world @AndreAtDell 21
Your Bob Dylan choice
Halo effect
Attain emotional distance
Challenge your own biases
Executive Decisions: improving choices in a speedy world @AndreAtDell 22
Your David Bowie
choice
eCommerce and Retail
Attain emotional distance
What would you tell a friend to do?
WHAT: solution
WHY: narrative
MOTIVATIONS: goals beliefs values priorities
Tip: Elicit the deeper levels, and use that
information for persuasion and influence
Executive Decisions: improving choices in a speedy world @AndreAtDell 23
Attain emotional distance
Empathize First
Brené Brown: The Power of Empathy (2:53)
David Wallace: This is Water (9:22)
Sheena Iyengar: The art of choosing (24:08)
Executive Decisions: improving choices in a speedy world @AndreAtDell 24
Ivy Brashear: Empathizing w/ opposing party
Attain emotional distance
Check the facts
Example: Performance Dashboards
Executive Decisions: improving choices in a speedy world @AndreAtDell 25
Prepare for success (or failure)
• Fallback positions
• Contingencies
• Entry and exit strategies
• Learning from failure
The First 90 Days: Proven
Strategies for Getting Up to
Speed Faster and Smarter
by Michael D. Watkins
Executive Decisions: improving choices in a speedy world @AndreAtDell 26
Pursue a process
The higher…
• the stakes
• the length of the decision
• the number of people involved
… the more you need a process to decide
Ask HOW to understand:
- criteria
- sequence of steps
- define responsibilities
- duration
Executive Decisions: improving choices in a speedy world @AndreAtDell 27
Pursue a process (cted.)
It doesn’t have to be like this…
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 28
Pursue a process (cted.)
In general: the simpler, the better
TIP: For simple yet ingenuous solutions, establish:
1. triggers
2. rules of engagement
3. team operating agreement
Process ensures transparency and alignment with
everyone involved
Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 29
SAMPLE: Team Operating
Agreement results in a team
Pursue a process - example
Ben Franklin’s decision making process
1. List the PROS, and apply weighted averages
2. List the CONS, and apply weighted averages
3. Sum both
4. Decide based on higher score
Advantages:
• Simple
• Quickly determines the best choice
Limitations:
• Narrow frame
• Prone to biases
• Doesn’t scale to complex decisions
Executive Decisions: improving choices in a speedy world @AndreAtDell 30
Pursue a process – Venture Capitalist
“I have struggled with the sell decisions over the course of
my career. I have held on way too long and watched a
stock literally go all the way to zero without selling it
(ouch). And I have made the even worse decision of selling
too soon and watching a stock go up 3-5x from where I
sold it.
So where I have landed on selling (decisions) is to make it
formulaic and systematic. We also let the people know
that is our policy so they are not surprised by it. It takes
the emotion out of the decision and it works better for us.”
@FredWilson
Source: http://avc.com/2016/10/selling/
Executive Decisions: improving choices in a speedy world @AndreAtDell 31
Recap: our journey great
decisions, today
poor decisions
great decisions
Executive Decisions: improving choices in a speedy world @AndreAtDell 32
5 tips for great Executive
decisions
Widen your options
Reality-test your assumptions
Attain emotional distance
Prepare for success (or failure)
Pursue a process
Executive Decisions: improving choices in a speedy world @AndreAtDell 33
Thank You
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza
@AndreAtDell
Linkedin.com/in/AndrePiazza
"The energy of a Sales maker, the brains of an Engineer"
Andre Piazza
Slideshare.net/Apiazza
Medium.com/@Apiazza
Bibliography
A Leader’s Framework for
Decision Making
by David J. Snowden and Mary E.
Boone
Decisive – How to make
better choices in life and
work
by Chip & Dan Heath
Why Smart Executives Fail
by Sydney Finkelstein
Executive Decisions: improving choices in a speedy world @AndreAtDell 35

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Executive Decisions: Improving Choices in a Speedy World

  • 1. Global Marketing Andre Piazza @AndreAtDell http://linkd.in/andrepiazza Andre Piazza @AndreAtDell
  • 2. Why decisions matter today more than ever? • Pervasive • Increased access to information • Variety of options • More stakeholders • Pressure to decide faster • Limited ability to make decisions daily Executive Decisions: improving choices in a speedy world @AndreAtDell 2
  • 3. We make a variety of decisions through life Lifecycle – Education – Transportation – Health – Housing Professional – Career – Employment Financial – Savings – 401K Lifestyle – Family – Romantic Routine – Do / don’t; go / no go – Priorities Civic – Elections – Jury Duty – Military Executive Decisions: improving choices in a speedy world @AndreAtDell 3 24
  • 4. Our quest for great decisions Executive Decisions: improving choices in a speedy world @AndreAtDell 4 poor decisions great decisions
  • 5. What is a great decision? 1. Achieve goals 2. Aligned with beliefs, values 3. Addresses (implicit, explicit) expectations from everyone involved in various degrees… hopefully as close to expectations as possible Executive Decisions: improving choices in a speedy world @AndreAtDell 5
  • 6. Why Smart Executives Fail? Source: Dr. Sydney Finklestein, PhD “Why Smart Executives Fail?” Executive Decisions: improving choices in a speedy world @AndreAtDell 6 1. See their companies as dominating their environments 2.No boundaries between personal / corporate interests 3.Seem to have all the answers 4.Ensure 100% worshipers, ruthlessly eliminating anyone else 5.Excessive efforts to develop an image 6.Treat intimidating obstacles as temporary impediments 7. Return to the recipe that made them successful in the first place
  • 7. Simplistic answers don’t guarantee success 1. See their companies as dominating their environments 2. No boundaries between personal / corporate interests 3. Seem to have all the answers 4. Ensure 100% worshipers, ruthlessly eliminating anyone else 5. Excessive efforts to develop an image 6. Treat intimidating obstacles as temporary impediments 7. Return to the recipe that made them successful in the first place Don’t be arrogant Don’t be self-serving / self-centered Think before you decide Be inclusive; Don’t be evil Focus on action Don’t underestimate the obstacles Don’t be a one-trick pony Executive Decisions: improving choices in a speedy world @AndreAtDell 7
  • 8. there’s more to this quest than just avoiding bad behaviors poor decisions great decisions Executive Decisions: improving choices in a speedy world @AndreAtDell 8
  • 9. 5 tips for great Executive decisions W R A P P Executive Decisions: improving choices in a speedy world @AndreAtDell 9
  • 10. 5 tips for great Executive decisions Widen your options Reality-test your assumptions Attain emotional distance Prepare for success (or failure) Pursue a process Executive Decisions: improving choices in a speedy world @AndreAtDell 10
  • 11. 5 tips for great Executive decisions Executive Decisions: improving choices in a speedy world @AndreAtDell 11 options validate implicationschallenge sustainability
  • 12. Widen your options • Focus on creating alternatives • Avoid a narrow frame Executive Decisions: improving choices in a speedy world @AndreAtDell 12
  • 13. Widen your options Avoid a narrow frame FROM: Should I do < A >: yes or no? Should I do < A > or < B >? • are you solving the right problem? • limited to 1 course of action TO: What If I do < A > and < B >? • creates options • enables multi-tracking: multiple courses of action ALTERNATIVE: What’s the best way to achieve < goal >? Executive Decisions: improving choices in a speedy world @AndreAtDell 13
  • 14. Reality-test your assumptions • Develop early warning systems • Prototype early Executive Decisions: improving choices in a speedy world @AndreAtDell 14
  • 15. Vote: choose to hear a story from the career of Bob Dylan David Bowie Van Halen Executive Decisions: improving choices in a speedy world @AndreAtDell 15
  • 16. Van Halen’s contract in the 70s demanded a bowl with no brown M&Ms available backstage. Penalty was forfeiture of the contract. This ingenious early warning system checked if venue would meet band’s sound & safety requirements. Executive Decisions: improving choices in a speedy world @AndreAtDell 16 Reality-test your assumptions Early warning systems
  • 17. Reality-test your assumptions Prototype early Executive Decisions: improving choices in a speedy world @AndreAtDell 17
  • 18. Attain emotional distance • Challenge your own biases • What would you tell a friend to do? • Empathize first • Check the facts Executive Decisions: improving choices in a speedy world @AndreAtDell 18
  • 19. Attain emotional distance A word about the very nature of decisions 1. Decisions are primarily emotional processes 2. Illuminated by facts, experience, intuition, knowledge 3. With the backdrop of circumstances To improve your decision-making skills, you need to learn to effectively navigate each of these elements Executive Decisions: improving choices in a speedy world @AndreAtDell 19
  • 20. Attain emotional distance "People seldom do what they believe in. They do what is convenient, and then repent." Bob Dylan Executive Decisions: improving choices in a speedy world @AndreAtDell 20
  • 21. Attain emotional distance Challenge your own biases Executive Decisions: improving choices in a speedy world @AndreAtDell 21 Your Bob Dylan choice Halo effect
  • 22. Attain emotional distance Challenge your own biases Executive Decisions: improving choices in a speedy world @AndreAtDell 22 Your David Bowie choice eCommerce and Retail
  • 23. Attain emotional distance What would you tell a friend to do? WHAT: solution WHY: narrative MOTIVATIONS: goals beliefs values priorities Tip: Elicit the deeper levels, and use that information for persuasion and influence Executive Decisions: improving choices in a speedy world @AndreAtDell 23
  • 24. Attain emotional distance Empathize First Brené Brown: The Power of Empathy (2:53) David Wallace: This is Water (9:22) Sheena Iyengar: The art of choosing (24:08) Executive Decisions: improving choices in a speedy world @AndreAtDell 24 Ivy Brashear: Empathizing w/ opposing party
  • 25. Attain emotional distance Check the facts Example: Performance Dashboards Executive Decisions: improving choices in a speedy world @AndreAtDell 25
  • 26. Prepare for success (or failure) • Fallback positions • Contingencies • Entry and exit strategies • Learning from failure The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter by Michael D. Watkins Executive Decisions: improving choices in a speedy world @AndreAtDell 26
  • 27. Pursue a process The higher… • the stakes • the length of the decision • the number of people involved … the more you need a process to decide Ask HOW to understand: - criteria - sequence of steps - define responsibilities - duration Executive Decisions: improving choices in a speedy world @AndreAtDell 27
  • 28. Pursue a process (cted.) It doesn’t have to be like this… Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 28
  • 29. Pursue a process (cted.) In general: the simpler, the better TIP: For simple yet ingenuous solutions, establish: 1. triggers 2. rules of engagement 3. team operating agreement Process ensures transparency and alignment with everyone involved Optimal Product Decisions: Letting the Genie out of the Bottle @AndreAtDell 29 SAMPLE: Team Operating Agreement results in a team
  • 30. Pursue a process - example Ben Franklin’s decision making process 1. List the PROS, and apply weighted averages 2. List the CONS, and apply weighted averages 3. Sum both 4. Decide based on higher score Advantages: • Simple • Quickly determines the best choice Limitations: • Narrow frame • Prone to biases • Doesn’t scale to complex decisions Executive Decisions: improving choices in a speedy world @AndreAtDell 30
  • 31. Pursue a process – Venture Capitalist “I have struggled with the sell decisions over the course of my career. I have held on way too long and watched a stock literally go all the way to zero without selling it (ouch). And I have made the even worse decision of selling too soon and watching a stock go up 3-5x from where I sold it. So where I have landed on selling (decisions) is to make it formulaic and systematic. We also let the people know that is our policy so they are not surprised by it. It takes the emotion out of the decision and it works better for us.” @FredWilson Source: http://avc.com/2016/10/selling/ Executive Decisions: improving choices in a speedy world @AndreAtDell 31
  • 32. Recap: our journey great decisions, today poor decisions great decisions Executive Decisions: improving choices in a speedy world @AndreAtDell 32
  • 33. 5 tips for great Executive decisions Widen your options Reality-test your assumptions Attain emotional distance Prepare for success (or failure) Pursue a process Executive Decisions: improving choices in a speedy world @AndreAtDell 33
  • 34. Thank You Andre Piazza @AndreAtDell http://linkd.in/andrepiazza @AndreAtDell Linkedin.com/in/AndrePiazza "The energy of a Sales maker, the brains of an Engineer" Andre Piazza Slideshare.net/Apiazza Medium.com/@Apiazza
  • 35. Bibliography A Leader’s Framework for Decision Making by David J. Snowden and Mary E. Boone Decisive – How to make better choices in life and work by Chip & Dan Heath Why Smart Executives Fail by Sydney Finkelstein Executive Decisions: improving choices in a speedy world @AndreAtDell 35