This document summarizes a presentation by Prof. Ralf Beuker on designing strategies for management decisions. The presentation introduces design strategy using the POST framework: People, Objectives, Strategies, and Transformation Means. Design is presented as a set of transformation means that support strategies based on objectives, all aiming to impact people. Key aspects of design strategy are explained as knowing why an organization uses design, how it uses design, and what it does with design. Real-world examples are provided to illustrate design strategy concepts.

1. BRAND & PRODUCT STRATEGY:
DESIGNING STRATEGIES ...
FOR MANAGEMENT DECISIONS
DELFT, OCTOBER 9th 2013
PROF. RALF BEUKER

2. WHO ... WHY ... WHAT ... HOW

3. WHO
is talking ?

4. http://ralfbeuker.com

5. PROFESSOR FOR DESIGN MANAGEMENT
FH MÜNSTER (since 2007)

6. DEAN DESIGN DEPARTMENT
(since 2010)

7. designthenewbusiness.com

8. GRADUATION PROJECT
SUPERVISOR (2010)
Beste Abschlussarbeit 2010: Service Design Reader

9. Beste Abschlussarbeit 2010: Service Design Reader

10. WHY
did Erik invite me ?

11. Beste Abschlussarbeit 2010: Service Design Reader

12. Beste Abschlussarbeit 2010: Service Design Reader

13. Beste Abschlussarbeit 2010: Service Design Reader

14. Beste Abschlussarbeit 2010: Service Design Reader

15. WHAT
am I gonna talk about ?

16. WHAT IS A
DESIGN STRATEGY ?

17. http://www.flickr.com/photos/lunchbreath

18. http://bit.ly/designstrategy

19. WHAT IS (A)
STRATEGY ?

20. PROF. MICHAEL PORTER
Bishop William Lawrence University Professor,
based at Harvard Business School

21. OBJECTIVE

22. RESULT

23. OBJECTIVE
RESULT
(explicit)
(intended)
STRATEGY

24. CRAFTING STRATEGY

25. ON WHICH
LEVEL ?

26. CORPORATE
Which industry/segment
should we compete in ?
BUSINESS
How should we compete
in that segment ?
(Competitve Advantage)
FUNCTIONAL
What exactly are we
supposed to do ?
(Marketing, HR, etc.)

27. CRAFTING STRATEGY
on the corporate level

28. SWOT

29. SWOT ?!

30. SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

31. SWOT

32. SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

33. STRENGTHS WEAKNESSES

34. STRENGTHS WEAKNESSES

35. STRENGTHS WEAKNESSES

36. STRENGTHS WEAKNESSES

37. STRENGTHS WEAKNESSES

39. STRENGTHS WEAKNESSES

40. SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

41. OPPORTUNITIES THREATS

42. THE COMPETITIVE ENVIRONMENT
OPPORTUNITIES THREATS

43. STEP MODEL
OPPORTUNITIES THREATS

44. 5 FORCES – M. PORTER
suppliers
threat of
entry
industry
competition
substitutes
buyers
OPPORTUNITIES THREATS

45. SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

46. HOW DOES
DESIGN
FIT INTO ALL THIS ?

47. Well ... if the corporate level has
SWOT

48. ... then the business level deserves
POST

49. ?

50. POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS

51. But hey, where‘s the link to
DESIGN ?

52. DESIGN
is using as a set of

53. TRANSFORMATION
MEANS

54. DESIGN
is using as a set of
TRANSFORMATION MEANS
that support

55. STRATEGIES

56. DESIGN
is using as a set of
TRANSFORMATION MEANS
that support
STRATEGIES
based on

57. OBJECTIVES

58. DESIGN
is using as a set of
TRANSFORMATION MEANS
that support
STRATEGIES
based on
OBJECTIVES

59. all aiming at
PEOPLE

60. BUT ...

61. TSOP
TRANSFORMATION STRATEGIES OBJECTIVES PEOPLE
MEANS

62. POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS

63. PEOPLE

64. PEOPLE

65. OBJECTIVES

66. OBJECTIVES
Industries
Markets
People

67. OBJECTIVES
Industries
Markets
People

68. OBJECTIVES
Industries
Markets
People

69. bordofinnovation.com
OBJECTIVES

70. STRATEGIES

71. productdelevopment/
R&D/design
The customer/user
the organisation
marketing/branding

72. (KNOW) WHY
are we using Design ?
(KNOW) HOW
are we using Design ?
(KNOW) WHAT
are we doing with Design ?

73. WHY are
we using
Design
Expected benefits an organisation
is aiming to achieve with the use of
design over other disciplines like:
Advertising, Branding, PR, ...

74. How are
we using
Design
The design methods, processes,
tools & instruments that are
necessary & suitable for the
organisation, its objectives, and its
target group

75. WHAT are
we doing
with Design
Touchpoints to focus on, design
layers to employ, resources to
allocate to activities, design
disciplines to focus on and what
design languague to employ

76. TRANSFORMATION
MEANS

80. TRESPA Case, BDI Book

81. POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS

82. DESIGN[ING] STRATEGY

83. THE POSTER

84. THE POSTER

85. http://bit.ly/designstrategy

86. ;-)
DANKE SCHÖN