As mobile has become the primary interface via which human beings experience an increasingly digitally optimized world, brands are being forced to adapt at an accelerated rate of change to create and maintain competitive advantage.
Increasing pressures from the executive suite force tactical decisions. Siloed efforts in mobile across rogue business units create unmanageable assets and unnecessary support issues. User demands accelerate by the day, forcing organizations to adopt reactionary tactics counter to corporate directives.
All of this mobility disruption to pre-existing models has created significant digital friction. Existing models for defining strategy are highly complex, time consuming, and based on methodologies designed for addressing an audience of stationary targets. The mobile experience is often initiated by moving targets and is defined not only by the message and the medium but also by the context of the user experience.
As a result, the complexity and associated analysis paralysis involved with developing strategies lead to organizational confusion and indecision. In this age of mobility, brands are faced with the dilemma of how best to manage ever-increasing complexities and prioritize efforts that add measurable value to the user and provide immediate impact for the business. The question is, more often than not, a fundamental one: Where do we start?
Lean Strategy: An Alternative to Existing Strategic Thinking
Successful strategies for mobility require a significant overhaul in approach. Success relies on quickly identifying and prioritizing mobility investments to create alignment and foster continuous innovation.
Brands need to gain clarity for mobile efforts. They need to stop thinking about large projects or big releases and embrace a decision-making framework executed in a series of short, informed, prioritized, and iterative cycles. A focus on deconstructing complexities is required to improve manageability, increase flexibility, and accelerate informed decisions measured by value to the user, value to the business, and ability to execute.
Systematically and intelligently prioritizing all of the initiatives proposed within and across lines of business poses considerable challenges. To simplify the prioritization process, focus needs to be on the identification and rapid formulation of informed project activation plans designed to quickly address mobility efforts.