Cracking the Creativity Code

Shlomo Maital & Arie Ruttenberg

Part Two: From Idea to Startup

Introduction

Think Ahead…
Backward

Prof. Shlomo Maital Cracking the Creativity Code 1

 Think Ahead…. Backwards!

Imagine Your Achievements…

Your Dreams & Destination…
(Take a Photograph of the Future!)
…Then Think Back Step by Step to Plan How to Deliver Them
A business design is a plan showing how an idea forva new product or
service can become a profitable
sustained and growing business, including engineering, marketing, sales,
supply chain, production, HR, finance, organizational structure, strategy,
vision, and innovation. The degree of creativity in the business
design should be as great as the creativity in the innovative idea.

A business plan is a document that shows the basicvoutlines of a business

design and how it will be
implemented and delivered, as a kind of ‘roadmap’

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 What is a
(great) business design?

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 • According to
Nicolas Hayek, the
message must be
 strong,
 exciting,
 distinct,
Does your
 authentic,
message pass
 consistent, Hayek’s 7-adjective
test?
 clear, and
 credible
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 Core Strategy:
- business mission
- product/ market scope
- basis for differentiation
Strategic Resources:
- core competencies
- strategic assets
- core processes
Source: Gary Hamel. Leading the Revolution.
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Customer interface:
- fulfillment & support
- information, insight
- relationship dynamics
- pricing structure
Value network:
- suppliers
- partners
- coalitions
 Core strategy links to Resource base
through “configuration of activities”

Core Strategy links to Customer interface

through “customer benefits”

Resource Base links to Value Network

through “company boundaries”

Prof. Shlomo Maital Cracking the Creativity Code 7

 Can you build a Hamel business around your business idea?

ACTION LEARNING

CHOOSE O N E OF THE 4 HAMEL ‘BOXES’….

THE ONE CRUCIAL FOR YOUR IDEA.

CONSTRUCT THIS BOX FOR YOUR BUSINESS IDEA.

Prof. Shlomo Maital Cracking the Creativity Code 8

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 What is a
(great) business plan?

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Check Point July 1993 Check Point July 2015
Market Cap $14.5 billion
 NSK Software Technologies Ltd.

3 friends meet in a Tel Aviv apartment in 1993 and decide to start a

business. Their business plan raises a small sum of money, that
ultimately creates a market-leading company. The product: Firewall
protection for company networks

Part 1. The Need

Part 2. The Product
Bizplan Part 3. Unique Features
Part 4. Future Developments
Part 5. The Market
“Exhibits”
 Test Your Understanding

• What does “think ahead backwards” mean in practice?

• What is a business design? What are the four key elements of a business?
• Should a business design be creative? Why? Or why not?
• What are the 7 key elements of a clear value “message”?
• What is a business plan?
• What are the 5 key elements of every business plan?
• What is the purpose of a business plan?
• What makes for an effective business plan?
 Action Learning

1. “Imagine” -- Think of an unsatisfied want or need: your own, that of a

friend or family member, or that of your country or…the world
(Use what you learned in “Part One – Discovering
Ideas)
2. Begin to imagine ways to meet that need. At this stage
cultivate wild ideas
3. Deliver: Apply the tools discussed in this course, in order to plan how you
might deliver your idea and implement it successfully.
4. As a start: Draw your photograph of the future, showing your company
and its product or service, after you have achieved your goal
10 Essential Tools for Startup Entrepreneurs

1. Price-Cost-Value;
2. Strategy
3. Value profiles;
4. Activity maps;
5. platforms;
6. Learning organizations;
7. Tracking the money;
8. Risk analysis;
9. Real options; and finally,
10.Preparing an effective business plan.