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.

Here is the link to the TechMoat Consulting.

Here is the link to our Tech Tours.

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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