Welcome to the strategy journey

As lead and supervising authors of this book, we wanted to tell you the story of this book and its strategy journey. Why did we create this book? What was its goal and the value that it provides? And how has it evolved from concept to its launch in the midst of the Coronavirus-COVID19 Pandemic, where businesses and jobs, operating models and supply chains are all facing unprecedented disruption.

The strategy journey of this book has taken many transformations:

  • It started as a suggestion and idea from a former colleague, boss and client of ours (Stuart McClymont) who wanted training support for this team of strategy & architecture consultants to serve his clients better and to help him grow his business from a small boutique consultancy, started with funding of £250,000, to a consultancy capable of taking in 25 to 100 million in revenue in just five years…
  • We raised funds via a Kickstarter project in December 2017 to set out on the journey to write the book with a  Framework built on all our career experiences that would help enterprises operate more effectively based on transforming their operating models…
  • As we began researching and writing the book, our data-driven engineering, scientific and entrepreneur backgrounds led us to explore how we could use the Framework as a data science led resource and learning asset that could empower businesses big and small, for-profit and non-profit, to take a dot-joining approach to business and digital transformation, as it would appear the mighty Amazon has done. We have incorporated the three principles that every enterprise must operate with to achieve success in the digital economy … to be value-driven, customer co-created and network connected as they transform their organizations into the future …
  • Finally, as businesses face ever increasing threats of disruption from the digital economy and the more recent turmoil caused by the Coronavirus-COVID19 Pandemic, we transformed THE STRATEGY JOURNEY into a guidebook that will support enterprises to join·the·dots, using data, via three practical and directed PATHS or roadmaps focused on helping them survive and thrive in the future. The book teaches practitioners of strategy, service designers, architects, and any one involved in the ongoing transformation of an enterprise to take a more holistic and end-to-end approach in how they conduct their businesses for the longer term, based on how customers and users think, act and behave, while still being able to incorporate strategically driven quick wins with the aid of data and digital technology.

This book has been divided into three sections to help you discover and investigate the WHY, WHAT and HOW of THE STRATEGY JOURNEY for the business or enterprise that you serve. It will empower you to apply digital transformation effectively and efficiently, and deliver more value-add, better and faster in your business, for your customers and clients and in your career.

As a book containing a PROBLEM-SOLVING Framework for businesses, the WHY section will challenge you to consider the problems that you face in your business and in your own role and career, before presenting different methods in the WHAT section, including the 5 Framework Models, that you can apply to help you solve those problems. In the HOW section, we provide detail on the three PATHS through the 5 Models which you can take to join·the·dots and bridge the gaps in your business between people, processes, data, systems and across different locations both physical and virtual. The three PATHS are supported by 5 data-driven tools in the form of 5 templated canvases that you can use to support your next and future strategy journeys. In line with the practical stance of the book, the MODELS are fully worked through with detailed business examples included to help inspire you into action.

Always looking to help you join·the·dots,

Julie Choo & Graham Christison


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