-Step 1: Visual Awakening-

A common mistake is to discuss changes in strategy before resolving

differences of opinion about the current state of play.

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Another problem is that executives are often reluctant不情愿的 to accept the need for?

change; they may have a vested既定的 interest in the status quo, or they may feel?

that time will eventually vindicate澄清 their previous choices.?

Asking executives to draw the 【value curve of their company’s strategy】 brings?

home the need for change. It serves as a forceful 【wake-up call】 for companies?

to challenge their existing strategies.

-Step 2: Visual Exploration-

Getting the wake-up call is only the first step. The next step is to send a

team into the field, putting managers face-to-face with what they must

make sense of: 【how people use or don’t use their products or services】.

★★★

A company should never outsource★外購/外包 its eyes. There is simply no?

substitute for seeing for yourself.?

-

Great artists don’t paint from other people’s descriptions or even?

from photographs; they like to see the subject for themselves.

-

The same is true for great strategists.

★★★(語法分析)

Great strategic insights like this are less the product of genius than of

getting into the field and challenging the boundaries of competition.

像這樣的重大戰(zhàn)略洞察更多地是通過深入實(shí)地并挑戰(zhàn)競爭邊界獲得的，而不僅僅是天才的產(chǎn)物。

the first port of call should be the customers顧客. But you should

not stop there. You should also go after noncustomers.

-

And when the customer is not the same as the user, you need to extend your?

observations to the users, as Bloomberg did. You should not only talk to?

these people but also watch them in action.

Identifying the array of complementary products and services that are consumed?

alongside your own may give you insight into bundling opportunities.

識別出與你自己的產(chǎn)品或服務(wù)一起消費(fèi)的一系列互補(bǔ)產(chǎn)品和服務(wù)，可能會讓你發(fā)現(xiàn)打包銷售的機(jī)會。

-

Finally, you need to look at how customers might find 【alternative ways of fulfilling?

the need】 that your product or service satisfies.

-?

For example, driving is an alternative to flying, so you

should also examine its distinct advantages and characteristics.

★★★depict 描述/描繪

-Step 3: Visual Strategy Fair-

★：p129：獲取用戶反饋的價值曲線的方法

The new value curve exhibited the criteria(評判)標(biāo)準(zhǔn) of a successful strategy. It

displayed more focus than the previous strategy; investments that were

made were given a much stronger commitment than before.

-Step 4: Visual Communication-

After the future strategy is set, the last step is to communicate it?

in a way that can be easily 【understood by any employee】.

-Using the Strategy Canvas-