Episode #1537 Daniel Deneffe: A Customer-Centric Approach To Strategy

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Management consultant Daniel Deneffe discusses his unconventional approach to "fad-free" strategy.  It starts with a deep customer immersion and works backward to take the guessing game out of strategy formation.


Daniel Deneffe

Strategy Professor, Author, and Management Consultant View Full Profile

Improving The Odds of Strategy Execution

Everyone has their own definition of business strategy; and as varied as those perspectives may be - Its execution that ultimately determines impact.   For years now, I’ve been a keen observer of businesses who excel at the implementation phase of strategy, and the quintessential correlation that I notice among them is always an unbreakable link to their customer.  

For nearly three decades, Daniel Deneffe has been on the forefront of strategy design and implementation - both as a professor of business strategy at Harvard Extension School, and as a management consultant.  To him, strategy is simply an extension of a relationship you have with your customer, still as you’ll discover during our conversation and in his latest book {with Herman Vantrappen} - Fad-Free Strategy:  Rigorous Methods To Help Executives Make Strategic Choices Confidently, those relationships are based on a depth of insight that far exceeds a surface interpretation of one’s purchasing and/or behavioral patterns.  

As an intellectual, Daniel is both thorough and detailed in his descriptions, so listen with an open mind as he shares his ideas on the following topics:

  • The modern definition of strategy.
  • The correlation between effective strategy implementation and consumer insights.
  • The trap of strategic thinking.
  • What most companies and business schools often get wrong about strategy?
  • What you’re likely not seeing when you fail to get the results you desire?
  • Why what your customers don’t buy is a better alternative to understanding strategy?
  • Why constraints lead to effective strategy?
  • The role of pricing in strategy formation?
  • Understanding the concept of willingness to pay and willingness to buy?
  • Why companies don’t want a competitive advantage as much as they want to maximize commercial returns?
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