ABOUT THE AUTHOR GET THE RESULTS YOU F EVERYTHING YOU NEED TO EVERYTHING YOU NEED TO A S ACCELERATE YOUR CAREER ACCELERATE YOUR CAREER T WANT IN STRATEGY. T R DAVID McKEAN is the managing A The Fast Track books provide you with a director of IT Leaders Ltd, a C complete resource to get ahead as a manager FAST. K leading provider of business T – faster. Specially designed to help you develop strategy and technology O the skills you need to fast track your career, leadership development. He S each book is broken down into four key areas: U has over 15 years’ experience C of working with businesses all To move up the business ladder, you will need to get C Awareness - find out where you are now and E over the world to develop and involved in creating strategy and gain experience in the S what you need to do to improve implement strategy. Clients include Capita, more common strategic techniques. More importantly, S Barclays, Accenture and AT&T, as well as Business building - the tools and techniques you need to focus on the really valuable activities – good public sector organisations. The company has S FAST TRACK TO SUCCESS used by high performance teams pioneered best-in-class processes in several networking, crisp planning and effective implementation. T management disciplines and designed software Fast Track to Success: Strategy will teach you the key skills Career development - the steps you should solutions to support them. you need to excel in strategy and accelerate your career R STRATEGY take now if you want to get ahead In 1994, David joined Cable & Wireless as the development. It includes: A Director’s toolkit - tips to get you to the top. programme director for the third GSM license And make sure you stay there! T in France. Since that time, he has worked for Strategy in a nutshell - a Simple checklists to help several international blue chip companies in series of FAQs to give you you identify the strengths E DAVID McKEAN Russia, France, Asia and Holland, running large a concise overview of the and weaknesses of your Fast Track features include: G strategy development and business change subject capabilities and those of programmes. In Asia in particular, he worked your team Y The Fast Track Top 10 – a summary of closely with culturally diverse organisations The top 10 tools and the information you need to shine to help them build clear strategies to meet the techniques to develop your Tips on how to progress Quick Tips and FAQs priorities of different stakeholders. It was this approach to strategy your career, whether it’s D work that led him to recognise the real difficulties your first 10 weeks in Real-life case stories Advice on leading your A that companies have in developing a smart the job or whether you’re V Practical career guidance – includes a process for strategy that delivers real results. team – how to decide your looking to get right to ID framework of objectives for your first leadership style and build the top M 10 weeks in a new role David is a regular conference presenter in your team Europe, the Middle East and Asia on strategy c Expert Voices – the state of the art view K and technology leadership. E from today’s leading experts A Don’t get left behind, set out on the Fast Track today. For more N resources, log on to the series website at www.Fast-Track-Me.com. www.Fast-Track-Me.com is a highly interactive resource, custom-designed to complement the books – log on now to get EVERYTHING YOU NEED TO ACCELERATE YOUR CAREER on the Fast Track today. £14.99 BUSINESS Visit our website at www.pearson-books.com Visit our website at www.pearson-books.com Series design by R&D&Co An imprint of Pearson Education 9780273719922_FT_FASTTRACK_STRATEGY_AW.indd 1 23/3/09 18:07:21 A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page i FASTTRACK TO SUCCESS STRATEGY A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page ii Inanincreasinglycompetitiveworld,webelieveit’squalityof thinkingthatgivesyoutheedge–anideathatopensnew doors,atechniquethatsolvesaproblemoraninsightthat simplymakessenseofitall.Themoreyouknow,thesmarter andfasteryoucango. That’swhyweworkwiththebestmindsinbusinessandfinance tobringcutting-edgethinkingandbestlearningpracticeto aglobalmarket. Underarangeofleadingimprints,includingFinancialTimes PrenticeHall,wecreateworld-classprintpublicationsand electronicproductsbringingourreadersknowledge,skillsand understanding,whichcanbeappliedwhetherstudyingoratwork. TofindoutmoreaboutPearsonEducationpublicationsortellus aboutthebooksyou’dliketofind,youcanvisitusat www.pearsoned.co.uk A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page iii FASTTRACK TO SUCCESS STRATEGY DAVIDMcKEAN A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page iv PEARSONEDUCATIONLIMITED EdinburghGate HarlowCM202JE Tel:+44(0)1279623623 Fax:+44(0)1279431059 Website:www.pearsoned.co.uk FirstpublishedinGreatBritainin2009 ©PearsonEducationLimited2009 TherightofDavidMcKeantobeidentifiedasauthorofthisworkhasbeenassertedbyhim inaccordancewiththeCopyright,DesignsandPatentsAct1988. ISBN:978-0-273-71990-8 BritishLibraryCataloguing-in-PublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloging-in-PublicationData McKean,David,charteredengineer Strategy/DavidMcKean. p.cm.-- (Fasttracktosuccess) Includesbibliographicalreferencesandindex. ISBN978-0-273-71990-8(pbk.:alk.paper) 1. Strategicplanning.2. Management. I.Title. HD30.28.M383862009 658.4'012--dc22 2009005448 Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrieval system,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopy- ing,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisherora licence permitting restricted copying in the United Kingdom issued by the Copyright LicensingAgencyLtd,SaffronHouse,6–10KirbyStreet,LondonEC1N8TS.Thisbook maynotbelent,resold,hiredoutorotherwisedisposedofbywayoftradeinanyformof binding or cover other than that in which it is published, without the prior consent of thePublishers. Thepublisherisgratefulforpermissiontoreproducethefollowingcopyrightitems:Figure on page 48 from ‘How competitive forces shape strategy’, Harvard Business Review, March/April,(Porter,M.E.,1979);Figureonpage66from‘Strategiesofdiversification’, HarvardBusinessReview,Sept/Oct,(Ansoff,I.,1957). 10987654321 13 12 11 10 09 SeriestextdesignbyDesignDeluxe Typesetin10/15SwisLtby30 PrintedbyAshfordColourPressLtd.,Gosport Thepublisher’spolicyistousepapermanufacturedfromsustainableforests. A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page v CONTENTS TheFastTrackway vii Abouttheauthor x Awordofthanksfromtheauthor xi StrategyFastTrack xiii Howtousethisbook xvii Fast-Track-Me.com xviii A AWARENESS 1 1 Strategyinanutshell 5 2 Strategyaudit 21 B BUSINESSFASTTRACK 33 3 FastTracktopten 37 4 Technologies 85 5 Implementingchange 103 C CAREERFASTTRACK 117 6 Thefirsttenweeks 121 7 Leadingtheteam 137 8 Gettingtothetop 157 D DIRECTOR’STOOLKIT 173 T1 Teamstrategyaudit 177 T2 Strategyprojectchecklist 183 TheFastTrackway 189 OthertitlesintheFastTrackseries 191 Glossary 192 Index 201 v A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page vi A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page vii THE FAST TRACK WAY Everythingyouneedtoaccelerate yourcareer The best way to fast track your career as a manager is to fast track the contribution you and your team make to your organisation and for your team to be successful in as public a way as possible. That’s what the FastTrackseries isabout.TheFastTrack managerdeliversagainstper- formance expectations, is personally highly effective and efficient, develops the full potential of their team, is recognised as a key opinion leader in the business, and ultimately progresses up the organisation aheadoftheirpeers. You will benefit from the books in the Fast Track series whether you are an ambitious first-time team leader or a more experienced manager who is keen to develop further over the next few years. You may be a specialist aiming to master every aspect of your chosen discipline or function, or simply be trying to broaden your awareness of other key managementdisciplinesandskills.Ineithercase,youwillhavethemoti- vation to critically review yourself and your team using the tools and techniquespresentedinthisbook,aswellasthetimetostop,thinkand actonareasyouidentifyforimprovement. Do you know what you need to know and do to make a real differ- ence to your performance at work, your contribution to your company and your blossoming career? For most of us, the honest answer is ‘Not really, no’. It’s not surprising then that most of us never reach our full potential. The innovative Fast Track series gives you exactly what you need to speed up your progress and become a high performance vii A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page viii viii THEFASTTRACKWAY manager in all the areas of the business that matter. Fast Track is not just another ‘How to’ series. Books on selling tell you how to winsalesbutnothowtomovefromsalespersontosalesmanager.Project management software enables you to plan detailed tasks but doesn’t improve the quality of your project management thinking and business performance. Amarketing booktells you about theprinciplesof market- ingbutnothowtoleadateamofmarketers.It’snotenough. Specially designed features in the Fast Track books will help you to see what you need to know and to develop the skills you need to be successful.Theygiveyou: (cid:2) the information required for you to shine in your chosen functionorskill–particularlyintheFastTracktopten; (cid:2) practical advice in the form of Quick Tips and answers to FAQs from people who have been there before you and succeeded; (cid:2) state of the art best practice as explained by today’s academ- icsandindustryexpertsinspeciallywrittenExpertVoices; (cid:2) case stories and examples of what works and, perhaps more importantly,whatdoesn’twork; (cid:2) comprehensivetoolsforacceleratingtheeffectivenessandper- formanceofyourteam; (cid:2) a framework that helps you to develop your career as well as produceterrificresults. FastTrackisaresourceofbusinessthinking,approachesandtechniques presentedinavarietyofways–inshort,acompleteperformancesupport environment.Itenablesmanagerstobuildcareersfromtheirfirsttentative stepsintomanagementallthewayuptobecomingabusinessdirector– acceleratingtheperformanceoftheirteamandtheircareer.Whenyouuse the Fast Track approach with your team it provides a common business languageandstructure,basedonbestbusinesspractice.Youwillbenefit from the book whether or not others in the organisation adopt the same practices;indeediftheydon’t,itwillgiveyouanedgeoverthem.EachFast Track book blends hard practical advice from expert practitioners with insightsandthelatestthinkingfromexpertsfromleadingbusinessschools. A01_MCKE9908_01_SE_FM.QXD:Layout 1 10/3/09 15:12 Page ix THEFASTTRACKWAY ix The Fast Track approach will be valuable to team leaders and man- agers from all industry sectors and functional areas. It is for ambitious people who have already acquired some team leadership skills and haverealisedjusthowmuchmorethereistoknow. If you want to progress further you will be directed towards additional learning and development resources via an interactive Fast Track web- site,www.Fast-Track-Me.com.Formany,thesebooksthereforebecome the first step in a journey of continuous development. So, the Fast Track approachgivesyoueverythingyouneedtoaccelerateyourcareer,offer- ing you the opportunity to develop your knowledge and skills, improve your team’s performance, benefit your organisation’s progress towards itsaimsandlightthefuseunderyourtruecareerpotential.