anatomy of a killer slide
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#SCIP
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA
www.SCIP2015GameChangers.com #SCIP
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA
Anatomy of a Killer Slide
How the Best Slay the Rest
J. Kevin Mann IBM Corporation
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2
Killer Slide Anatomy of a
Anatomy of a Killer Slide
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
What is a Killer Slide?
– Action logic
– Memorable
3 Anatomy of a Killer Slide
A single page … – Provocative – Viral
Killer Slide
Or call it an:
Engage Page
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
An Engage Page becomes provocative and viral by concisely showing the logic driving recommended actions
4 Anatomy of a Killer Slide
Told Shown
More (Concise)
Less (Detailed)
Engage Page Magic Quadrant Maturity Model
Guide Battlecard User Manual
Highlights 3-4 key points Leaderboard
Condensation Exec. Summary Financial Stmt.
Memorable
Action Logic
Action Logic and Memorable Information in “One-Pagers”
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Condensation – way too much information to remember
5 Anatomy of a Killer Slide
Sourc
e:
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© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Highlights – concise, but either logic or actions are often missing
6 Anatomy of a Killer Slide
Source: http://upload.wikimedia.org/wikipedia/commons/thumb/0/07/Health_effects_of_caffeine.svg/2000px-Health_effects_of_caffeine.svg.png
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Guide – probably actionable, but too detailed to remember
7 Anatomy of a Killer Slide
http://healthyprotocols.com/image_caffeine-content-of-popular-drinks-1.jpg
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Engage Page – actionable and memorable
8 Anatomy of a Killer Slide
Safe Daily Dose of Caffeine for an Adult -- (400mg)
20oz
Source: http://cdn.caffeineinformer.com/wp-content/uploads/adult-caffeine-safe-doses-3.jpg
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Strong highlight pages are concise, explain the recommendation, and stick to a simple organization of information
Concise – Framework for discussion
Action focused – What, why, and how different
Three to four major points – Few forget four, or five if linked
One to three level structure – Most natural structure
9 Anatomy of a Killer Slide
Guidance for Highlight Pages
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
If it helps in communication, or you need to provide more than four key points, you can add an additional level of structure
Concise – Framework for discussion
Action focused – What, why, and how different
Three to four major points – Few forget four, or five if linked
One to three level structure – Most natural structure
10 Anatomy of a Killer Slide
Guidance for Highlight Pages
Direct
Simple
Add a level of structure if it helps
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
If you need to create a condensation page, focus on structural clarity, hooking the reader, consistency, and lively writing
Headings tell the story – Summarize the message of each block of text right in the heading
– Emphasize headings and subheadings strongly
– Limit structural complexity to three levels for each block of information
Essential points jump off the page – Highlight key points with unmistakable emphasis
– Leverage datagrams and other key graphics to drive home key points
Consistency adds rhythm and punch – Cover the same key topics for similar items for both clarity and contrast
– Improve consistency with parallel or template-based sentences
Writing sparkles with a concise, active style – Cut out obvious, redundant, and unimportant information
– Write with an active voice where possible
– Work in concrete images and metaphors
11 Anatomy of a Killer Slide
Guidance for Condensation Pages
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Compelling +
Credible +
Consumable =
Impactful
Formula #1: For creating impactful communications
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
I’ll share questions I’m asking myself about how to be more VIP – Visible, Interactive, and Provocative
13
Provocative
Interactive
Visible
… surprise or challenge
… actively engage
… pass the filter
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
We need to be more VIP – Visible, Interactive, and Provocative – with twelve ways that can help
14
Provocative … surprise or challenge
Interactive … actively engage
Visible … pass the filter
Activate – target actions
not just insights
Challenge – use facts to
undo misconceptions
Advocate – stand for
something consistently,
have a point of view
Lead – become the leading
expert in a topic
Collaborate – involve
stakeholders, ask questions
Empower – provide tools
and data … not just answers
Visualize – show graphics
complex enough to engage
Chronicle – add perspective
with stories and examples
Brand – create an identity,
branding, and look & feel
Intrigue – name key
deliverables to demand
attention
Package – simplify content
to make it easy to consume
Promote – distribute,
cheer, be social, and make
it popular
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
IBM Business Tech Trends 2014 – Executive Summary
15
Big data & analytics, cloud, mobile and social are now mainstream (each deployed by 7 in 10
enterprises), and leading companies are achieving better business outcomes.
With everyone jumping into the fray, how are Pacesetters staying at the forefront?
Partnering is in their
DNA Pacesetters team up with less-
traditional partners (e.g. startups,
clients, academia) to innovate
and obtain skills.
Almost 80% partner with
citizen developers
Analytics is their fuel
Armed with mature analytics
capabilities and skills, Pacesetters
run their enterprises on insight.
For nearly 7 in 10, analytical
insights are a significant
part of decision-making
Integration is their
breakaway move
Pacesetters integrate the
technologies for greater effect.
4-7x more likely to use
cloud to deliver mobile,
social, and big data &
analytics
Notes: To obtain a global understanding of approaches to these transformational technologies, we surveyed 1447 IT and line of business
decision-makers — spanning 13 countries and 15 industries.
Source: IBM Center for Applied Insights “Raising the game: The IBM Business Tech Trends Study” | www.ibm.com/ibmcai/biztechtrends
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
An Engage Page becomes provocative and viral by concisely showing the logic driving recommended actions
16 Anatomy of a Killer Slide
Told Shown
More (Concise)
Less (Detailed)
Engage Page Magic Quadrant Growth Share
Guide Battlecard User Manual
Highlights 3-4 key points Leaderboard
Condensation Exec. Summary Financial Stmt.
Memorable
Action Logic
Action Logic and Memorable Information in “One-Pagers”
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
The magic quadrant demonstrates the 1-2-3-4 DNA of an Engage Page
17 Anatomy of a Killer Slide
http://go.veeam.com/rs/veeam/images/gartner_pic.jpg
Four Categories
Three Levels
Two States
One Schema
Magic Quadrant for Enterprise Backup/Recovery Software
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
The Hype Cycle, also from Gartner, has a similar underlying information structure
18 Anatomy of a Killer Slide
Gartner Hype Cycle for Emerging Technologies, July 2014
Five Phases
Three Levels
Two States
Bleeding Edge Mature
One Schema
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Engage Page – the DNA: 1 unifying schema, 2 contrasting states, 3 levels of detail, 4 categories
19 Anatomy of a Killer Slide
4 categories
e.g., 1-2-3-4 Few forget four – three if
complex, five if linked
3 levels
e.g., Year, Month, Day Our natural way for
organizing hierarchies
2 states
e.g., Good vs. Bad Contrast clarifies the action
logic
1 schema
e.g., Less to more mature Organizes information and
shows the action logic
DNA of an Engage Page
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
20 Anatomy of a Killer Slide
Action expresses priorities. Mahatma Gandhi
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Action Logic explains the relationship between findings (if), implications (then), and possible actions or goals (therefore)
21 Anatomy of a Killer Slide
If Then Therefore + Finding Implication Action or Goal
Costs decrease with cumulative experience
The share leader will have the lowest costs
Make share leadership a strategic goal
400 mg is the safe dose of caffeine
It’s easy to exceed this with some drinks
Limit drinks consumed based on caffeine content
If “hype” peaks in early-stages
Exciting new technology quickly loses buzz value
Marketing must predict, not follow, hype peaks
If Then + Action = Action Logic
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
That Action Logic can often be represented in a model, which transforms it into an engage page
22 Anatomy of a Killer Slide
Drivers
Two by Two
MECE Framework
ME not CE Framework
Equations
Differences
Gap or Comparison
Segmentation
Pyramid or Triangle
Visualizations
Linkages
Funnel or Hourglass
Decision Trees
Process Flow
Value Chain
Virtuous Circle
Vicious Circle
Eighteen Frameworks that can turn Action Logic into an Engage Page
Change
Process Maturity
Maturity over Time
Tipping Point
Limits
Note: We will review examples of the 12 underlined frameworks in this presentation.
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2x2 – two continuous variables interact to create four categories with implications in each quadrant
23 Anatomy of a Killer Slide
High Low
More
Less
Problem Children Invest in some to create stars
Dogs Sell off if eating cash
Stars Nurture to become future cash cows
Cash Cows Milk for cash to fund the business
Growth
BCG Growth/Share Matrix
Relative Market Share
?
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
MECE Framework – two categorical variables on each side, forming four quadrants
24 Anatomy of a Killer Slide
Inte
rnal
Weaknesses
Threats
Strengths
Opportunities
Ou
t / In
Strengths, Weaknesses, Opportunities, Threats
Helpful Harmful
+ / -
Exte
rnal
Blindspot? Innovator’s Dilemma?
Structural Issues? Core Value
The origin of the SWOT model is unknown. It was first popular in the 1960’s. Strategic Issues in each cell of the SWOT model by Kevin Mann of IBM
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Process Maturity -- typically have 4-5 levels and often include prescriptive detail for achieving higher levels of maturity
25 Anatomy of a Killer Slide
Levels of the Capability Maturity Model for Integration (CMMI)
(1) Initial: Process is unpredictable, poorly controlled and reactive
(2) Managed: Process is defined by project and often reactive
(3) Defined: Process is defined for the organization and proactive
(4) Quantitatively Managed: Quantitatively measured and controlled
(5) Optimized: Process is focused on continuous improvement
Level Today
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Maturity Over Time – a predictable pattern that will unfold over time
26 Anatomy of a Killer Slide
Source: http://www.chasminstitute.com/DNN/Portals/0/Images/curvenew.jpg
Crossing the Chasm – Product / Market Life Cycle
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Gap or Comparison – points out essential differences that have implications, often between the past and future
27 Anatomy of a Killer Slide
Vehicles
Metrics
Targeting
Traditional Advertising Digital Marketing
Interact: Search, web, mobile, social, video
Actions: click, download, view, purchase
Individuals: profile and behavioral
Impressions: size of audience and demographics
View: print, television, billboards, sponsorships
Audiences: specific to a magazine, TV-show, road
Traditional Advertising vs. Digital Marketing
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Funnels and Hourglasses – show graphically the order and amount of activity involved
28 Anatomy of a Killer Slide
Phase Actions Metrics
The Purchase Hourglass
Source: https://in2marketing.wordpress.com/2012/02/14/the-marketing-hourglass-revisited/
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Pyramid or Triangle – a visual cue that items at the top are “higher” and rarer than lower items
29 Anatomy of a Killer Slide
To Reach More Analytics Users, Use Self-Service Tools
Source: http://clearbluewater.com.au/self-service-data-accelerates-analytics-driven-decision-making/
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Segmentation – divides a market into groups with similar behavior, with action implications for each segment
30 Anatomy of a Killer Slide
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Value Chain – Industry value chains can help to show how different companies mesh with each other and help identify control points
31 Anatomy of a Killer Slide
https://itunews.itu.int/En/Multimedios/Imgs/20567_540.jpg
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Value Chain – Technology stacks are a special form of the value chain related to developing a complete solution
32 Anatomy of a Killer Slide
Source http://docs.aws.amazon.com/gettingstarted/latest/awsgsg-intro/images/services.png
AWS Technology Stack Overview
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Virtuous Circle – shows a self-reinforcing process that grows organically and is stable unless disturbed
33 Anatomy of a Killer Slide
Source: http://seekingalpha.com/article/321125-netflix-earnings-preview-expect-more-pain-ahead
Netflix Virtuous Circle
More Content
Good user experience
Word of mouth
Additional members
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Case Study: Marketing contrast between Large Enterprise and Small and Medium Businesses (SMB) in the age of SaaS
SMB’s overwhelmingly prefer cloud and SaaS solutions to on-
premise solutions for new IT purchases, while large enterprises with
legacy applications are migrating to SaaS more slowly.
SMB’s make decisions more quickly and with fewer people involved
than the average large enterprises.
SMB purchase decisions, on average, are 1/20th the size of LE
purchase decisions.
SMB’s have a wider range of growth rates than larger companies
more are hyper-growth companies, and more are on their way out.
34 Anatomy of a Killer Slide
Key Findings from a Research Project
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Case Study Schema: Large Enterprise vs. SMB Difference or Gap
35 Anatomy of a Killer Slide
Deal Size
2. _________
3. _________
Large Enterprise SMB
Most revenue from many small to medium size deals
<
<
>
Most revenue from few large to very-large deals
>
Large Enterprise vs. SMB Marketing in the Age of SaaS
4. _________ < >
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Instructions: Use the research findings to apply a gap/comparison schema
Gap/Comparison framework instructions
–What differences between LE and SMB customers
would drive differences in marketing action?
• “Deal Size” has been filled in as an example.
–Put at least two more factors in the center arrows
and fill in the contrasting descriptions on either side.
–How would these differences drive action
recommendations?
36 Anatomy of a Killer Slide
Apply a Schema
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Engage Page – the DNA: 1 unifying schema, 2 contrasting states, 3 levels of detail, 4 categories
37 Anatomy of a Killer Slide
4 categories
e.g., 1-2-3-4 Few forget four – three if
complex, five if linked
3 levels
e.g., Year, Month, Day Our natural way for
organizing hierarchies
2 states
e.g., Good vs. Bad Contrast clarifies the action
logic
1 schema
e.g., Less to more mature Organizes information and
shows the action logic
DNA of an Engage Page
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
As part of a Corporate Service Corp. project you will be meeting with the Minister of Sports
Client Objective: Increase the number of local athletes
earning mega-salaries
Background: Minister of Sports has been in the position for
only 3-weeks. –Their predecessor died in a small-plane crash 4-weeks ago
–They left an analytic framework that you now have in hand
38 Anatomy of a Killer Slide
Situation Overview
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
You have a meeting with the Minister of Sports, and he has sent over a list of 20 sports with a framework left by his predecessor
39 Anatomy of a Killer Slide
Table Small court Large court Field Course
Table Tennis
Billiards
Boxing
Badminton
Squash
Basketball
Ice Hockey
Tennis
Ice Skating
Baseball
Cricket
US Football
Soccer
Track & Field
Golf
Auto Racing
Cycling
Sailing
Skiing
Marathon
Rowing
Space Requirement Small Large
For Big Salaries think Big Sports!
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
So, you look for some data (findings) to help you evaluate this idea
40 Anatomy of a Killer Slide
Source: http://en.wikipedia.org/wiki/Forbes%27_list_of_world%27s_highest-paid_athletes
100 Highest Paid Athletes Globally, 2014
Sport Athletes
(count) Income
($M)
Baseball 27 586
Basketball 18 527
American football 17 386
Football 15 473
Tennis 6 204
Auto racing 6 150
Golf 5 178
Boxing 4 196
Track and field 1 23
Cricket 1 30
Grand Total 100 2,752
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
This schema doesn’t fit the data very well
41 Anatomy of a Killer Slide
Table Small court Large court Field Course
Table Tennis
Billiards
Boxing (4)
Badminton
Squash
Basketball (18)
Ice Hockey
Tennis (6)
Ice Skating
Baseball (27)
Cricket (1)
US Football (17)
Soccer (15)
Track & Field
(1)
Golf (5)
Auto Racing (6)
Cycling
Sailing
Skiing
Marathons
Rowing
Space Requirement Small Large
For Big Salaries think Big Sports
4 24 61 11 Count of top 50 by Space Category
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Looking for a better schema you try a different way of segmenting sports
42 Anatomy of a Killer Slide
Te
am
Basketball US Football Soccer Baseball Cricket
Ind
ivid
ual o
r Team
Sports Segmentation
Ball Non-Ball
Ball or Not In
div
idu
al
Auto Racing Ice Hockey Cycling Sailing Rowing
Golf Tennis Table Tennis Squash Billiards
Boxing Badminton Ice Skating Skiing Marathons
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
This framework has a better match to the data and would suggest that team sports featuring balls have the most potential
43 Anatomy of a Killer Slide
Te
am
Basketball (18) US Football (17) Soccer (15) Baseball (27) Cricket (1)
Ind
ivid
ual o
r Team
Sports Segmentation
Ball Non-Ball
Ball or Not In
div
idu
al
Auto Racing (6) Ice Hockey Cycling Sailing Rowing
Golf (5) Tennis (6) Table Tennis Squash Billiards
Boxing (4) Track & Field (1) Badminton Ice Skating Skiing 5
6
11
78
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Engage Page – the DNA: 1 unifying schema, 2 contrasting states, 3 levels of detail, 4 categories
44 Anatomy of a Killer Slide
4 categories
e.g., 1-2-3-4 Few forget four – three if
complex, five if linked
3 levels
e.g., Year, Month, Day Our natural way for
organizing hierarchies
2 states
e.g., Good vs. Bad Contrast clarifies the action
logic
1 schema
e.g., Less to more mature Organizes information and
shows the action logic
DNA of an Engage Page
Concise and Clear
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
45 Anatomy of a Killer Slide
Out of clutter, find simplicity. Albert Einstein
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2008 Porsche Cayenne – Tiptronic
46 Anatomy of a Killer Slide
S model: 0 to 60 mph in 5.6 seconds
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2008 Porsche Cayenne (Tiptronic) Instrument Cluster
47 Anatomy of a Killer Slide
Oil Temperature Tachometer
Coolant Temperature Fuel Speedometer
Battery Voltage
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
1998-2000 Toyota Corolla – worldwide the Corolla is the #1 bestselling car of all time with more than 40M units sold
48 Anatomy of a Killer Slide
Source: http://en.wikipedia.org/wiki/Toyota_Corolla#mediaviewer/File:98-00_Toyota_Corolla_LE.jpg http://blog.seattlepi.com/carsandtrucks/2014/08/04/2014-toyota-corolla-latest-version-of-the-all-time-best-seller/#25236101=0
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
1998-2002 Toyota Corolla (automatic) instrument cluster
49 Anatomy of a Killer Slide
Speedometer Fuel
Coolant Temperature
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2007 Rolls Royce Phantom Silver (25 were made)
50 Anatomy of a Killer Slide
Source: www.seriouswheels.com
0 to 60 mph in 5.7 seconds
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
2007 Rolls Royce Phantom Instrument Cluster
51 Anatomy of a Killer Slide
http://www.seriouswheels.com/pics-2007/2007-Rolls-Royce-Phantom-Silver-Dashboard-1600x1200.jpg
Power Reserve % Speedometer Fuel
Coolant Temperature
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
52 Anatomy of a Killer Slide
Source: www.seriouswheels.com
Find your Inner Rolls Royce
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
(1) Initial: Process is unpredictable, poorly controlled and reactive
(2) Managed: Process is defined by project and often reactive
(3) Defined: Process is defined for the organization and proactive
(4) Quantitatively Managed: Quantitatively measured and controlled
(5) Optimized: Process is focused on continuous improvement
Level Today
Maturity models typically have 4-5 levels, three levels of detail, clear polar states, and a unifying framework
53 Anatomy of a Killer Slide
Levels of the Capability Maturity Model for Integration (CMMI)
Five Categories
Three Levels
Two States
One Schema
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Three levels of information matches our natural or intuitive structure for thinking about the world
54 Anatomy of a Killer Slide
Year / Month / Day – 2015, January 1
Food Type / Family / Variety – Fruit, Apple, Fuji
Genre / Sub-genre / Movie – Family / Musical / Annie
City / Street / Address – San Francisco, Market Street, 425
YourName@Company.Domain – jeff@amazon.com
Area code / Exchange / Number – 415-545-4524
Company / Category / Model Name – Ford, Pickup, F-150
Three Levels of Information – an intuitive structure
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Four categories is based on recent research that shows that 3-5 items (~4) is the working capacity of memory for most tasks
55 Anatomy of a Killer Slide
Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286/
Safe load
3-5
Items in
Working
Memory
Working Capacity of Memory: 3-5 Items
The magical number 4 in short-term memory … Nelson Cowan In Behavior Brain Science, 2001
[George] Miller (1956) … people can remember about seven chunks in short-term memory tasks. … [Current research] … the smaller capacity [of 3-5 items] is real.
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
This explains why so many successful analytic models have 4 or 5 main areas: PEST, Five forces, SWOT, Growth/Share, and Ansoff
56 Anatomy of a Killer Slide
PEST • Political • Economic • Social • Technological
SWOT • Strengths • Weaknesses • Opportunities • Threats
M.P. Five Forces • Rivalry • Supplier • Buyer • New Entrant • Substitutes
M.P. Generic Strategies • Cost broad • Cost narrow • Differentiated broad • Differentiated narrow
BCG Growth / Share • Cash Cows • Stars • Question Marks • Dogs
Ansoff Matrix • Market Penetration • Product Development • Market Development • Diversification
Examples of Models Using 4-5 Major Categories
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Decision trees – shows critical points of intervention in a decision process
57 Anatomy of a Killer Slide
Source: http://www.sprinklr.com/social-scale-blog/cant-get-no-satisfaction-why-service-companies-cant-keep-their-promises/
Three Steps
Three Levels
Two States
One Schema
1 – Complain? 2 - Solved? 3 – Escalate?
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Engage Page – the DNA: 1 unifying schema, 2 contrasting states, 3 levels of detail, 4 categories
58 Anatomy of a Killer Slide
4 categories
e.g., 1-2-3-4 Few forget four – three if
complex, five if linked
3 levels
e.g., Year, Month, Day Our natural way or
organizing hierarchies
2 states
e.g., Good vs. Bad Contrast clarifies the action
logic
1 schema
e.g., Less to more mature Organizes information and
shows the action logic
DNA of an Engage Page
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
Finally, when you have a great Engage Page, you need to resist overcomplicating it with “improvements”
59 Anatomy of a Killer Slide
https://www.youtube.com/watch?v=V8Mmcce5D0k
Boston Consulting Group -- Evolution of a “Killer” Slide
© 2014 IBM Corporation
30th Anniversary SCIP International Conference & Exhibition
GAME CHANGERS: Exploring Innovative Intelligence
60 Anatomy of a Killer Slide
Thank You!
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