Jared, Isn't it OK for a definition to put forward a view of the 'ideal state' rather than attempt to capture all the messy gradations from non-existent to awesome? We could all grow old before we agree on how best to articulate the distinction between plain vanilla and ideal. Hell, this is our second attempt this year at 'strategy' and, whilst excellent, the last one failed to reach any real conclusion or consensus about what does/does not constitute strategy (although I think we're all hoping Dan includes a strong statement in his book).
There are some companies who survive by doing the same thing as some market leader - a lot of retail fashion falls into that category, to be honest. Your aim shifts to reach, scale and cost instead of creative leadership. But it's a valid strategy with respect to experience. To answer your point about what I hope to achieve: I'm generally dealing with clients of Type II (couldn't resist), and trying to move them to being of Type 3. I think this type of articulation (mine or someone else's) will help new companies put in place the right strategy - and supporting culture, structure, philosophy, vision (to speak to Peter's earlier point) - from the outset. In that sense they're moving from 1 - 3, but not in the way you intended. I agree that for a company struggling to grasp a strategy at all, moving to an ideal situation will be difficult. Cheers Steve 2009/6/8 Jared Spool <jsp...@uie.com> > > I think you need to separate out the notion of a 'strategy' from an 'ideal > strategy.' > > Copying someone else is a strategy. In some contexts (though I can't think > of an example right now), it could possibly be an ideal strategy. > > There are really three states that I see: > > 1) Not having any strategy. > > 2) Having a strategy, but one that isn't very good. > > 3) Having an ideal strategy, that will yield successful results. > > With your definition, are you trying to transition people from 1 to 2, or > from 2 to 3. I think, if you try to do from 1 to 3, you're results won't be > what you hope them to be. In my opinion, for the folks who need this > discussion, it's too much distance in one jump. > > Jared > > -- Steve 'Doc' Baty | Principal | Meld Consulting | P: +61 417 061 292 | E: steveb...@meld.com.au | Twitter: docbaty | Skype: steve_baty | LinkedIn: www.linkedin.com/in/stevebaty Director, IxDA - ixda.org Editor: Johnny Holland - johnnyholland.org Contributor: UXMatters - www.uxmatters.com UX Australia: 26-28 August, http://uxaustralia.com.au UX Book Club: http://uxbookclub.org/ - Read, discuss, connect. Blog: http://meld.com.au/blog ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... disc...@ixda.org Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
