This week’s podcast is about how Alibaba.com restructured its business and re-ignited growth in 2017-2018.
You can listen to this podcast here, which has the slides and graphics mentioned. Also available at iTunes and Google Podcasts.
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My summary of the Alibaba Management Playbook:
- Diagnose the problem:
- What is the chief complaint?
- Stagnant growth? Low NPS?
- What is the differential diagnosis?
- 1-Re-clarify and re-focus customer value. This includes:
- Customer segmentation. Who are you targeting? What are you after (revenue)? Traffic? Data?
- What do they most care about? Map out the process.
- Is what customers want changing? Tech change? PC to mobile changed what maps could do.
- What is the competitor offering and how you are going to take their customers?
- 2-Launch 2-3 key strategic initiatives to increase refocused customer value.
- 3-Improve production. Fix the big pain points of customers, staff, suppliers, etc.
- Requires data-driven decision making and iteration.
- 4-Change the org structure, talent and culture. Improve production relations.
- Increased communication and coordination.
- 5-Have early wins (small phased victories). Important to test the strategy and get data. And to re-enforce culture and org changes.
- 6-Agile tactics and speed are key.
- You win chess with 2x the moves.
- Tactical brilliance and guerrilla execution.
- 7-Build a powerful biz model or operating flywheel. Maybe access multi-growth curves.
- Measure Outcomes
- Financial and operational
- Strategic
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I write, speak and consult about how to win (and not lose) in digital strategy and transformation.
I am the founder of TechMoat Consulting, a boutique consulting firm that helps retailers, brands, and technology companies exploit digital change to grow faster, innovate better and build digital moats. Get in touch here.
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