Design & Deliver Training Programs

by Jeff Toister

An effective training program helps to accelerate an employee's professional development and prepares them to excel in their role. In this course, corporate training expert Jeff Toister explains how to design and deliver training programs that engage learners and help them quickly develop new skills. Jeff walks through the ADDIE model of instructional design as it applies to corporate learning, exploring each step—from conducting needs analysis all the way through delivering face-to-face training. He also provides tips for presenting with confidence and clarity, facilitating discussions, adapting your programs to webinar delivery, and more.

 

Watch the videos below and follow along with the text.

 

Click here to download the exercise files for Design & Deliver Training Programs

i.1 Welcome

Welcome text

If you're watching this video, you probably train employees or are interested in a career in corporate training. You probably also have a few questions. How do I know what to train? What's the best way to design and deliver training? How do I even get started? Hi, my name is Jeff Toister, and I'd like to help you answer all of those questions and more. I'm a Certified Professional in Learning and Performance who has spent an entire career in corporate training. I ran my first train the trainer workshop over 20 years ago, and I continue to mentor new and aspiring trainers today. In this course, I'm going to give you step by step instructions to quickly design and deliver training programs that get results. First, we'll cover how to identify employee training needs and I'll show you how to determine what is and what is not a training issue. Next, we'll explore a proven model for quickly developing training programs that are highly effective. Finally, I'll share some of my favorite techniques for facilitating classroom training. A lot of training is delivered remotely via webinar these days, so I'll also guide you through adapting your content to webinar delivery. Many of the videos in this course feature a live train the trainer workshop. This is a real class where I deliver the same content I'm sharing with you. Showing you this live class gives us two big advantages. First, you'll get to see me demonstrate classroom facilitation techniques in a real setting. Second, I want you to observe the participants as they do some of the hands-on exercises. You'll see their creative solutions along with some common challenges that all trainers will encounter. We've got a lot to cover in this course, so if you're ready, let's get started.

i.2 What You Should Know

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What you should know text

Let's take a moment to cover a few things that will help you get the most out of this course. The course focuses on designing and developing training for three types of common scenarios, one-on-one with individual employees, in a live classroom setting and remotely via a live webinar. I won't focus on developing e-learning, mobile learning or large scale corporate programs, since those topics are a bit more advanced. I've designed this course for people who are new to the corporate training field or experienced trainers who want to polish their basic skills. You can also benefit if you're a manager, supervisor, human resources professional, sales and marketing professional or anyone else who is frequently called upon to design and deliver training. If you're a Training Manager or Director, I've even included a Training Manager's Resource Guide in the downloadable exercise files so you can use this course to help develop the training specialists and coordinators on your team. Speaking of exercise files, this course has a number of tools and worksheets you can download and use to help implement the concepts we cover. One of those is the Learning Plan Worksheet. You can use it to identify your goals for this training program and then create an action plan to achieve those goals once you finish the course. I recommend downloading the Learning Plan Worksheet now and charting your learning goals before moving on to the next video.

1.1 Is this a training issue?

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Is this a training issue? text

Training is often the first solution suggested when employees aren't performing at the level they're supposed to. Unfortunately, it's not always the right solution. A chef might have the finest culinary training, but she won't be able to prepare a delicious steak without a good piece of meat to start with. A mechanic might be trained to fix any car, but he still needs the right tools and parts to get the job done. Before you create training, it's important to determine whether training will resolve the issue. There are three issues that training can fix, a gap in knowledge where employees need to know information, a gap in skill where employees need to know how to do something, and a gap in ability. If the issue is not related to a gap in at least one of these three areas, then training is not the right solution. Now, some people wonder about the difference between skill and ability. Think of ability as a combination of natural talent and skill. For example, I have the skills required to dunk a basketball, but I lack the ability to dunk a basketball in a regulation 10-foot-high rim. The rim needs to be about eight feet or lower for me to dunk. Now let's apply this concept to some real training scenarios. You can pause the video, download the Is This a Training Issue worksheet, and try to determine whether the requested training is an appropriate solution for each case. When you're ready, hit play again to see the live class discussing the answers. I've got a few scenarios up here, and I want you to try to decide will this suggested training fix this problem? Can you see that okay in the back of the room? Okay, so let me give you about maybe a minute or two at your tables to discuss these and see what answers you would give for each of these three scenarios. (chatting) What do you think? The scenario is a small department's having a hard time working together because two senior employees create an uncomfortable work environment. The request that I got was team-building training. What do you think? Was there a consensus at your tables? Was there debate? - To me it seems like it might be more of a conflict resolution maybe between the two. - [Instructor] Okay. - And so to establish perhaps what could be going wrong, is it just a project that they're working on that they're not, you know, doing well with, or is it something with titles or responsibilities and workload? - We don't know, right? - So you kind of have to uncover it. - This one sentence description. And so you all raise good points that the solutions can sometimes be more complicated than, "Hey, we're going to send everybody to team-building training". If we want to make things simple, let's go back to what gaps training can solve, and what it can not solve. So we got to ask ourselves, "Is this a gap in knowledge, skills, or ability?" What do you think? - [Male Student] No. - We don't know. Some people are saying we don't know. And some people are saying no. Why do you say no? - I don't know, I don't think it's, that's a tough one. - But what jumps out of me, that's your gut reaction, right? That's not a gap in knowledge, skill, or ability. - Yeah, because I feel like that's just, it's more of a personal thing that they're bringing in this uncomfortable environment, that you can, like, you can learn it, and learn how to, you know, cope and work with other people, but I think that's something more just internally. It's more home training than something that you should learn at the workplace. - Could be. Okay, here are the answers to the activity. Team-building training would probably not solve the problem. The conflict was caused by two individual employees. So I suggested that the manager address those issues with the two people directly. - How 'about the number two, employees don't know how to use the organization's new computer system. Some keywords here, what do you think, is there a gap in knowledge, skill, or ability here? - [All] Yes. - We make that simple enough? Okay, they can't all be hard ones, right? Here there appears to be a clear gap in knowledge and skill, since there's a new system. So training probably will solve the problem. - How 'about this last one? Employees can't keep up with their workload due to a staffing shortage. I've gotten that request multiple times. Let's do time-management training. What do you think? - You tell your manager, I'm stressed out cause I have a lot of work, and then they say, time-management training. Basically what you're telling them is, we know that your current situation sucks, but you just can't make the best of your situation so let's put you through time-management training. - Yeah, other thoughts? - We talked about that, it might be more of an issue with just redesigning the organization, so time-management training might be a band-aid but it might not fix the actual problem. And then another perspective is that, that might actually work, it just depends on the situation, but I feel like, a lot of times organizations will think that there's so underwater with things but if they just kind of took a step back and took a deep breath, and really understood what they were doing was really just not productive, that might help with time-management training. But again, we really talked about that, it would probably be reorganizing more so than training. - Could be. Now the last one is tricky, because we really don't know the reasons why employees can't keep up. I'd call this one a maybe, since we'll need to do some further investigation. You can save a lot of time and money if you take a moment to decide if training is the right solution. Keep in mind that training can only solve the problem if you're missing a KSA, knowledge, skill, or ability.

1.2 Handle a request for training

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Handle a request for training text

Training can only develop KSAs, that is, knowledge, skills, and abilities. So what can you do when you get a request for training and you aren't sure if training is the right solution? For example, I'm a customer service trainer. I often get requests for things like a two-hour training program on serving difficult customers. How do I know that training will solve that problem? For that matter, why does the training need to be two hours and not one hour, or one day? And what's making customers angry in the first place? Can't we just solve that? We need a way to handle these requests tactfully, so we respect the person who's asking for help while still identifying what training is really needed. I like to engage people who request training with a series of five questions that help us get to the heart of the issue. Number one, why is this project important? How will we know if this project is successful? What do people need to do to achieve our goals? What factors besides training might influence performance? And finally we get to the training question: What knowledge, skills, and abilities do we need to develop? Notice I ask about training last. The other questions can help you decide what training you need, if any. For example, question number three uncovers what people need to be doing, such as a procedure. Well, if there's no procedure, then we won't know what to train. Let's apply the five-question framework to a training request. You may want to pause the video and download the Handle a Training Request worksheet to do the activity before you continue. See how many of the five questions you can answer, and note which questions you'll need to investigate. When you're ready, hit Play, and we'll see how participants in the live class responded. - So the request is, if you've ever worked in the building industry, you'll often have a team of maintenance workers, and they do things like painting, light repairs, electrical, plumbing, et cetera, and when you need a bigger job, they're the ones who kind of coordinate the other contractors to come in and do the bigger work. So, we've been asked to provide our organization's maintenance workers with some training on green building maintenance, and so the challenge is to walk through these five questions, find out what answers we know already, and is there some additional information that we'd want to investigate if someone had given us this training request. So I'm going to invite you to take just a few minutes at your tables and work with your groups to walk through these questions, figure out which ones you can answer now, and which ones you'd like some additional information to help you get to the heart of it. - So it's important because the grant will provide them with a place that they each have to abide by the code if they want it to look like, so it's important because acceptance of grant. - Yeah, they need to uphold the standard in order to keep the grant. - There's probably, like most grants, a set of rules to adhere to, like an inspection, validation. That's kind of like a starting point, what's written under the grant. - So by following those-- - I mean, they have it right there, green standards, so it's being able to meet - Green standards-- - Thinking about those, uh huh, yeah. - Meet resistance, you know, if the standards make it harder for them to do their job. - Budget. - It can also be equipment issues. - Yeah, the access to-- - They may not have the necessary equipment because if it's on the grant, maybe the time it takes to build it is longer than the grant cycle. - Yeah, there are also bureaucratic restrictions. - Exactly. - Everything stems off of the standards, the standards are the primary ones, they know the standards, then they can assess if they have the skill and if they have the necessary equipment, which would be the abilities, so I think it all stems off of that. - This project is important because it helps our organization offer more affordable housing and will be successful if we meet the requirements set out in the grant. To do that, our maintenance team needs to follow the green maintenance standards identified in the grant, so we'll want to get that list and compare it to what the team is already doing. That will help us answer question number four: "What other factors might influence performance?" From there, we can ultimately decide what training is needed. We might find that the maintenance team needs a lot of training, a little training, or no training at all if they happen to be following all of these procedures already. By asking the right questions, you'll often find that your training programs become a whole lot simpler. This means you can design and deliver them faster, for less money, while getting better results.

1.3 Create an individual development plan

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Create an individual development plan text

We sometimes have to develop the skills of just one person. Perhaps they've taken on some new responsibilities, they might be using a new computer software, or you've identified an opportunity for growth in a performance review. Whatever the case, let's walk through the steps to create an individual development plan, or IDP. We'll start by looking at a sample employee profile. You may want to pause the video and download the individual development plan worksheet so you can follow along with this challenge. Meet Jane. She's a human resources coordinator, which is an entry level position that involves a variety of administrative HR tasks. Jane's company is rapidly growing, so Jane's boss would like her to start helping the recruiting manager with recruiting new hires. This will help the company save money by relying less on staffing agencies when hiring, the company can fill open positions much faster, and it will allow Jane to grow in her HR career. Jane's manager did an online search and identified two initial training options. Option one is a one-day recruiting skills workshop that will cost $475 when you factor in the workshop fee, plus Jane's salary for that day. Option two is a five week human resources certificate program that covers a wide range of general HR skills. It meets once per week for a full day on Fridays, and the total cost is $2,525 when you factor in Jane's salary. Now, what do you think of these two options? Will one of them work for Jane? Let's see what the live class thinks of these two choices. - I mean everything is weighed by budget. What is the budget assigned here. Okay so we need to find that information out. You know what is, how much is the, class option number two, is that a significant, is that going to cause problems in the budget of department. - Yeah. - Obsessing a little bit more on the needs but so it's mostly just recruiting. It may not be her skill set that she wants to continue with in her own career so I would say option one would be the best one, just get her hands around it 'cause, she might not be there forever. - Right. - She's not really interested in that. I would rather spend the 200 and you know $2,000 on somebody that does want to do recruiting in those areas than spend it on somebody that's not going on that trajectory with their career and their plan. - [Blonde On Left] If she were interested in it and also seemed invested in the company and staying with that company. - 100%. - Then I think option two would. - Yeah. And that's where you define what her career plan is and what her career path is and she didn't say it was really her thing right so. - [Woman] I think yeah we have to do more discovery. - Okay we said we would give it just a minute so I want to bring this back before we get too into the weeds and see was there any consensus at your tables. - [Women Off Screen Left] Our consensus is class number one. - Okay why is that? - We know she's interested in recruiting, we don't know she's interested in anything else and before we want to invest any other of our money in other skills, you want to see how she does with the recruiting aspect of HR. - Okay. Did anyone talk about knowledge, skills, abilities. - [Brunette With Glasses] She needs the knowledge. - [Host] Are either one of these going to address the knowledge skills and abilities that Jane's lacking? - Yeah it says skills. - [Host] How do you know? - [Man Off Screen Right] We don't know, don't know what her knowledge skills or abilities are. - We don't know yet. We need to, we're not ready to make, in other words we're not ready to make this decision. - Okay this was a bit of trick question because we haven't yet identified the specific knowledge, skills, and abilities that Jane needs to develop. Let's take a look at what we want Jane to do and compare it to what she's already doing. We can find Jane's gap by comparing what we want her to do, her goal performance, with what she's already doing now. Here we learn that Jane's gap is just three things. She needs to learn how to create recruiting strategies, conduct initial interviews, and assist hiring managers with making hiring decisions. One other factor to consider is Jane has experience conducting interviews from a previous job. If we can verify she has these skills already, we won't need to give her training on interviewing. Managers often jump to conclusions and send employees like Jane to workshops before assessing their skill gap. When we look at Jane's skill gap, we see that Jane probably doesn't need a lot of training to help us with recruiting. So what can we do? In this case, I'd probably have Jane work one on one with our existing recruiter so she can learn these skills on the job. This would save us the time and expense of an off site seminar and get Jane up to speed as quickly as possible. Of course there are other scenarios where a formal training program is a good solution. By using the individual development plan worksheet, you can help employees identify when that's the right choice and when another solution will be more effective. Keep in mind that the ultimate goal is to help the employee perform their new responsibilities as quickly and effectively as possible.

1.4 Develop learning objectives

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Develop learning objectives text

One of the most common questions in training is how do you know if someone has been trained? You can save yourself a lot of headaches if you answer this question before developing your training program. That way, you can focus your training on meeting those objectives and eliminate any other content that's not related. I like to use the ABCD model to develop learning objectives. A is the audience being trained. B is the behavior you want them to demonstrate. C is the conditions where the demonstration should occur. This might be an in-class exercise, a quiz or even a task or assignment back on the job. D is the degree of accuracy learners need to exhibit to be fully trained. For instance, you might require them to pass a quiz by getting 80% or more of the answers correct. I challenged the live class to come up with an ABCD learning objective for a training scenario. If you'd like to try it yourself, I invite you to download the auto-bill scenario from the exercise files. Push pause and try to create an ABCD learning objective for this scenario. When you're ready, push play again, and see what the live class came up with. And I've got a scenario for you. Basically, we've been asked to do some training for our customer service representatives on auto-billing, and if you're not familiar with auto-billing, I think most people are these days, what it is if you're signed up for a service of some kind, then instead of having to manually make a payment for that service, let's say on a monthly basis, it's automatically deducted from your credit card, debit card or perhaps checking account. And so we're being asked to do this training as a response to customers who call in to make a late payment. So one of the customer service initiatives is to offer that service to customers so that they're no longer late with their payments. It's kind of a win-win. We get paid, customers don't have to incur late fees or the additional hassle of calling in because they forgot to make their payment. And our goal for this training program and the project is to get about 75% of these customers to sign up. So what I want to ask you to do, in your groups, is take just a moment and see if you can write a learning objective for this training that fits the ABCD model. So the audience, the behavior you'd like to see them demonstrate, the conditions where we're going to test that, and the degree to which they need to demonstrate it accurately for us to say these folks have been trained in auto-billing. So let me give you a few minutes, here if you need me, otherwise, we'll come back in a couple and see what you come up with. (group chatter) - How about, how about the, giving a prompt, the customer service number is given a prompt of a customer's issue with a late payment. - [Woman] Mmhmm they will be able to to provide a feature that resolves that particular issue, or given four different issues that customer service representatives will have, they will be able to find a feature that will resolve that customer's issue each and every time, so that we have the audience is the CSR, the behavior is amenable to provide a feature-- - Accurately offer - Accurately offer, like just describe the auto-billing. - (Woman)So, if the, I think the behaviors. - So the behaviors, what do you want people to do as a part of the training? What behavior do you need to see? - [Woman] We need them to offer it on all the late pay calls. - So offered on all calls would be the behavior on the job. So how are we going to assess this? - [Woman] Oh, how do we assess it in training? - Yeah. For example, might be to make a, demonstrate an appropriate offer on a simulated call. Or maybe we're going to observe five calls after training, and we want to see it offered on each call. - Okay. - [Man] So they just demonstrate in a... - Alright. Let's start with audience. Who's the audience for this one? CSR's, okay. And what do you want our CSR's to do? - If I can have them explain that, Hey we will waive your late fee right now, or you won't experience late fees in the future. That is something that I can observe, measure, and specifically train to. - So what's the conditions? How are we going to test this? Are we going to have them, are we going to listen to calls after the training or are we going to have them do an in class simulation, something else we hadn't thought of? - The ideal scenario if possible, since these people are already in roll, in the training program give them practice doing it with real customers. - So live calls? Okay. - [Man] Ideally, but if not, simulation would be the next best thing. - And you bring up something, which is critical, doing the actual work is almost always the ideal. So, if I'm making these objectives, I can have something in class, but there's always going to be something that's kind of vaguely not 100 percent authentic about it, but if they're going right back and they're going to be doing the work, perfect opportunity to say my objective extends past the class portion, and maybe I'm going to listen to their next five calls. Is that fair? - CSRs will make an auto-bill offer by explaining it's benefits to five consecutive customers who are calling to make late payments. Now, it's your turn to apply this concept to one of your own training programs. I suggest you download the ABCD learning objectives worksheet. Use it to create a learning objective for a training program you are developing. You can also apply the model to an existing program that doesn't already have clear objectives.

1.5 Prepare employees for training

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Prepare employees for training text

Have you ever walked into a room to get something but you can't remember what you came to get? For some reason you just can't remember. Participating in training without a clear goal in mind is sort of like that experience. You're there, but you're not quite sure what you're looking for. So you walk back out of the room and a few seconds later you remember you were looking for your keys. Now you go back in the room and instantly find them. Having a clear goal when you come to training is a lot like that second time. It's much easier to find something if you know what you're looking for. I'd like to show you a worksheet I use to ensure participants are prepared for training. It's called the Workshop Planner. Before we continue, I suggest you pause the video and download this worksheet from the exercise files. When you're ready, continue the video and we'll walk through the worksheet together. Are you ready? In this example, we've been asked to deliver a presentation skills workshop to people who need to pitch projects internally to senior leaders. Our learning objective is for participants to deliver presentation in class that effectively demonstrates competency in content development, visual aids, speaking and body language. The workshop planner helps us create an action plan to prepare participants for the training by looking at actions before, during and after the workshop. Before the workshop, we want to determine what the participants should do, what their supervisors should do to support this, and what the trainer needs to do to support the supervisor. During the workshop, we ask the same thing. What the participants need to do? What support do they need from the supervisor, and what should the trainer do? Finally, we look at what we expect participants to do after the workshop, and determine what support is needed from both the supervisor and the trainer. You can do this exercise for our sample presentation skills workshop by downloading the Sample Workshop Plan. Pause the video to complete your plan and then restart it to see the discussion from the live class. - And trainer. - [Man] Needs to facilitate, be engaging. - Yeah, yeah. - Materials that they said they were going to present on, and make it engaging. - Yeah, yeah. - Now, after the training. - The participant needs to be accountable, and follow-up on any action items. - Yeah. - Or just apply. - Or apply. (group murmuring) - Make it simple to apply the training. - [Host] Suzanne, if you're going to start with your training, what do you want them to focus on in the training itself? - My participants? - Yes. - I want them to focus on what we're training them. I mean the specific, the outline that they were given. - Yes. - Before they went to the class. - So come to the training, give them the training. - Yeah. - Have an open mind. - Focus, yeah. - Participate. - [Man] Some way to reinforce what you just learned. - But I was going to say, I think the supervisor needs to reinforce and apply. - Okay. - Like application. - So I want to bring you back together, I know I only gave you a couple of minutes to do this, but you're doing a great job filling this out. I think a lot of you realize that this doesn't have to be complicated. We're just putting everything in one space. I was sharing with one of the groups, every time I facilitate a workshop with a client of mine, we do this as part of our planning process. It never takes more than an hour. So it's a very short discussion, but we have a very comprehensive action plan. In this case, we've kind of done a speed version of it, if you will. But we got a few basic actions, you realize, we do these things much more successful with training and if we somehow forget to do these things the training's not going to be as successful or impactful. So let's just see if we can get just a couple of examples. The training itself, what do we expect, one thing we would expect from participants going to this presentation skills training? - To be on the court. - Pay attention. - Participation. - Participation, right? Which seems pretty obvious, but I'll tell you that some participants can't wait to participate, and other people, it's bad enough giving a presentation. It's really bad giving a presentation in a class with people in the back of the room going, "Okay well, we're going to evaluate you, "and give you a score at the end, "and tell you how you're doing." For some people that's difficult. And so, helping people work through that ahead of time, that this is a constructive process is a good conversation to have. What would you expect, say, from the supervisor? - To be supportive and check in with the employee. Show face at the presentation. - Yeah, absolutely. Absolutely. And then, obviously the trainer. Alright this is usually the most obvious part of this whole worksheet. What would the trainer be responsible for during the training? - Facilitate. - Training the workshop, right? (laughter) Sometimes I'm tempted just to block out that box, but we're like, alright, no, is there. What I find though, if you're having this dialogue, often there's something specific that comes up when we get to that box. "You know it would be great if you gave an example on this." "Or one of the specific challenges that our team has "when they're presenting to senior executives "is not getting to the point. "Can you do an exercise around getting to the point "and putting that more in the beginning "of the presentation?" So maybe there's something specific that they ask of you as a trainer. - Add in the corporate culture, or their company culture concepts. - Absolutely, yeah. So that might, and hopefully it comes up ahead of time, but if not, this is another safety valve, if you will, for those types of things to come up. What about after the training? We often think about, "Hey everybody thanks for being here." And the training's over, but the training's really not over until we've accomplished our learning objectives. So what would we want to see from our participants after this presentation skills training? - [Man] They apply their learning. - [Host] Apply their learning. How would they apply it? - Well the supervisor might need to give them different opportunities for that training piece that they had. What exactly is the content and how would they work through that in this situation. - Absolutely. And then maybe there's even an upcoming opportunity where they're going to give a real presentation, right? - [Man] Yeah. - So think about that transformation for just a moment. Typical training, generic presentation skills class, Yay, you know it was fun. With this model we're saying, identify a presentation you've got to give, come to the workshop being prepared and open to improving your skills and immediately after the workshop, we're going to have you deliver a presentation using the skills you've just learned, and the supervisor, who's very supportive, is going to be there to help coach you through additional development. Very different learning model, right? One is kind of generic and I hope it works, and the other is very performance based. We're moving someone along to, we hope, giving much more effective presentations. So what do we need from the supervisor then, I think you answered it, which is being supportive, encouraging that, but also being that person to coach additional learning, et cetera. Now often, as the trainer, we're like, "Hey, class is over, see ya later." Is there anything we can expect from the trainer after the training? - [Man] Follow-up. - Follow, sure. - [Man] Ask them how their presentation went. - Touching base, following up. - [Man] Maybe set some action items. - Yeah. It doesn't have to end at the formal class. Maybe there's a follow-up coaching session, or maybe it's, "Send me your Powerpoint Deck "for your next presentation. "We'll go take a look at it and I'll review it, "send you some notes on the way back." There's many different options that you can think of as a trainer to extend that learning into the realm of performance. Here's what our final plan might look like. Notice there's not a lot of action items, or steps involved. It's okay to keep things simple. We just want to capture everything in one place. I like to use the Workshop Planner whenever I'm facilitating a workshop. It helps participants be more prepared, it helps their supervisors better support the training, and it helps me do a better job as a trainer.

2.1 Consider the Future & Learn from the Past

Consider the Future & Learn from the Past text

To be a strategic thinker you can't just consider the present, the day-to-day in front of you. You have to take stock of the future through evaluating trends and identifying possible scenarios, and interpret the past so you can learn from it. Here's how to master both skills. When it come to the future, of course no one's foresight is perfect. All you can do is guess, but with practice, your guesses can become far more nuanced and informed. One important element is recognizing both macro trends that will impact society, maybe the rise of driverless cars or 3D printing, and micro trends that will impact your industry specifically. Most people don't bother to seek out this kind of big-picture information. They're content to just do their job, and are surprised when disruption happens, but if you stay on top of trends, you won't be surprised. In fact, you'll be far ahead of others, because you'll have had years to strategize and adapt so that when disruption hits, you not only have a plan, but are already implementing it. To effectively monitor trends, it's important to read voraciously, both general interest and industry-specific publications. It's also useful to identify people in your life, whether inside your industry or not, whom you think of as particularly well informed. Maybe it's a university professor in your social circle, or a guy who works at a think tank, or a magazine reporter you run into at conferences. If you see that they watch trends closely, make a point of drawing them out. Ask them what's interesting, or promising, or worrisome to them, and learn from their insights. It's also useful to engage in scenario building, a process that's popular with the military. This is mapping out, literally writing down like a story, multiple possible ways that the future could play out. Any individual scenario probably isn't going to happen exactly as you imagine it, but pieces of multiple scenarios might well happen, and identifying possible weaknesses or opportunities early on can allow you to plan more effectively for them. Finally, when it comes to understanding the past, it's important not just to be aware of what happened, but also why. As humans, we're pretty good at identifying explanations, but a common problem is that after we find one that's plausible we stop looking. Yet oftentimes there's more than one reason something happened. The company may have gone out of business because the founder made bad hiring decisions, but it's possible that the product-market fit also wasn't right, and they relied too heavily on print advertising when they should have done more online. We can't let ourselves be content with simple answers if they don't actually represent the whole story. We need to train ourselves to ask, "Is there more I should be aware of?" Learning to take a holistic view of the past can yield insights that are often hidden to others. Getting good at strategic thinking means we can't afford to just live in the present. We have to develop a healthy intuition about the future and a clear eye to understanding of the past.

2.2 How to Create an Informed Strategy

How to Create an Informed Strategy text

Strategy's important, but here's the thing, it has to be an informed strategy. You can't input faulty assumptions and expect something amazing to just come out of it because you're being strategic. Here are three ways you can become smarter and more nuanced in your strategic thinking. First, recognize that good strategy doesn't have to be innovative. Sure, sometimes it is, and it can be transformative. Everyone would like to invent the next iPhone. But good strategy, as the professor and author Richard Rumelt has said, is about making choices. And those choices don't necessarily have to be something unique, that the world has never seen. Look at history. Review past examples and see what's worked before. That might provide a useful guide for you. Look at what your competitors are doing. There's probably a pretty good reason for it. Now, depending on what that reason is, you may want to copy them or you may want to circle around and do something completely different, but either way, you want to be aware of and informed by what they're doing. Second, think about future trends in your industry. What do you suspect from your research and general knowledge of the field that the next breakthrough in your industry is going to be, then ask yourself will I or my company most likely achieve this breakthrough or will a competitor, and why? That can help you understand where you may be under-investing and should reallocate your resources or your focus. If you have an intuition about where things are going, you might as well position yourself to try to get there first. Third and finally, make sure you're soliciting input from diverse sources. It's tempting to fall back on what's easy, relying on your own opinion or a tight little circle of people from inside your company, the usual suspects. But that's not how you get the best insights, or the smartest answers. What about the actual users of the product or service you're designing? What do they think and what would they find valuable? Can you ask them, or go out into the field and learn from them? What about people who are in your orbit, but wouldn't necessarily weigh in? The interns or the accounting staffer, whomever. The problem with strategic blind spots is you really are blind. You literally have no idea you're missing something so you don't even know to look for it. But if you deliberately make it a practice to bring in new voices and new perspectives, you mitigate against that risk and give yourself a far better chance of uncovering blind spots. If you want to develop good strategies, if you want your strategic thinking to be well-informed, then following these practices can make a big difference.

2.3 Get the Details Right

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A strategy that's good in theory isn't much help in the real world. You want your strategic thinking to be relevant and useful, and actually something you can use. That means you can't just figure out what would work best in an ideal world. You need to apply your strategy to this world that we live in. Here's how to do it. First, take some time to map out your assets and allies. What skills or knowledge, or experience do you possess that can help you? If your big focus is expansion into the Latin American market, speaking Spanish is going to be a huge help, along with the rotation you did in the Buenos Aires office. And perhaps your knowledge of social media, if that's going to be a key component of the corporate strategy there. And what relationships, which allies can you tap? Maybe it's your boss, who knows you want to take a leading role in the expansion and is willing to put you forward. Maybe it's the head of communications who knows how skilled you are with social media, and wants to make sure someone knowledgeable has a role in the new initiative. Maybe it's a friend from college, who's now a corporate leader in Chile and can give you on the ground intel about business conditions in the country. Taking note of the assets and allies you possess helps you get clear on how you can leverage them to make things happen. Next, think about what constraints you'll face. Unfortunately, you'll rarely face a 100% positive situation when it comes to implementing your strategy. In addition to assets and allies, you'll also likely have negative factors at work. These are your constraints. Before you come up with a plan that's just a little too rosy, you want to give yourself a reality check and take note of the obstacles you might face. For instance, it could be people. Maybe the VP of operations wants to install his own guy in Latin America and therefore, block you. It could be structural. Maybe you work in a vertical that's never historically been a path to international careers. And at least at this point the pathways are stacked against you. Or it could be cultural. Maybe your company values experience and longevity more than anything else. So it's hard to get your ideas heard when you've only been there a couple of years. Taking note of the constraints you face helps you understand how you can begin to overcome or work around them. Finally, break your strategy down into specific steps. If you really want to accomplish something make sure you take the time to develop specific goals. And identify the tactics you're going to use to get there. For instance, in this example, your strategy is to become a leader in your company's Latin American expansion efforts. Your goal might be to land a specific leadership role in the team. And your tactics might be, over the next six months, understanding who makes the hiring decisions. And making sure your allies recommend you to that person. You can also refresh your Spanish, so it's sharp. And spend your own time researching the Latin American market, through in depth reading, informational interviews and conversations. So your knowledgeable and can hit the ground running. Thinking strategically is important but only if it's realistic and attainable. That's why you have to get the details right.

3.1 Strategic Thinking with Your Team

Strategic Thinking with Your Team text

Strategic thinking by yourself is nice, but oftentimes your goals can't be accomplished alone. You need buy-in and support from your boss, your colleagues and your employees. Here are three ways to cultivate that. First, if you're developing a strategy, do not unveil it at the strategy meeting. That might sound counterintuitive, but the savviest professionals understand that meetings in which strategies are presented are actually ratification meetings. The real work takes place beforehand, systematically briefing key people to get their input and feedback, and addressing any concerns they might have up front. You absolutely do not want to share your lovingly crafted strategy for the first time and have it torpedoed because your boss has a knee-jerk reaction against it, or some key player misinterprets an aspect of it and goes ballistic, or because someone springs a question on you that you hadn't thought through. Save yourself that self-destructive agony and engage in a campaign of premeetings with anyone whose blessing you need to make something work and bring them into the process. That makes it far more likely they'll be favorable toward it, or at least, less unhappy. It's also important when you're mapping out your strategy to identify objections that people are likely to have and create detailed responses. If you set aside time to brainstorm, you can probably come up with 90% of the objections people are going to throw at you. There's no excuse for being unprepared. For instance, let's say you want to launch a new product. You estimate it'll bring in 10 million dollars the first year, great. But you can easily imagine a skeptic might question at how you arrived at that number, so you want to have a detailed explanation ready, showing not just how you arrived at the number, but why your figures are actually on the conservative side. You'll also want to prepare to face objectors, meaning, individuals who feel particularly threatened by your proposal. For instance, if you're suggesting that marketing should take over a function that sales has always held, there's probably going to be some blowback over the perceived loss of control. But if you're aware that's coming your way, perhaps you can make other concessions that would soften the blow or somehow make the arrangement more palatable. You may never win them over completely if you're stepping on their turf, but if you can at least turn the volume down from nuclear to dissatisfied, that's a win. Finally, you'll want to put in place a system to maintain accountability with your team. At a basic level, that might look like sending around an email after every meeting with a recap of what was agreed on and who's doing what. At a macro level, it means reiterating frequently what your timeline is, what the markers are on the path to that timeline and ensuring there is no slippage along the way. The goal of strategic thinking isn't really thinking, it's accomplishing your strategy, and to do that effectively, almost always, you'll need to bring your team on board.

3.2 Measure Your Success

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How do you know if your strategy is on the right track? You developed it with the best of intentions, taking into account all the facts you had at the time. But circumstances change and evolve. It's possible that your strategy should, too. How do you know? Here's a three step system you can put in place to measure your progress and keep yourself moving forward. First, identify your assumptions. You can't really know if your strategy is working if you're murky on what success should look like. Yes, you want the new product to be a hit, but what does that mean? How many units sold? By when? How many mentions in the press or new wholesale partners? It's only when you identify and write down your assumptions up front, that you're able to realistically discern how you're doing, and know whether it's time to change your approach. Second, evaluate your progress at regular intervals. It's common in business life to create annual plans. The research by Rita McGrath of Columbia University shows that it's actually not such a useful habit anymore in these fast-moving times. Instead, she discovered that the most successful companies actually create quarterly plans instead, so they're able to be more nimble in adapting to a changed environment. Similarly, whether we're talking about your business strategy or a strategy for your career, it's useful to build in regular intervals where you evaluate progress against your assumptions. It could be quarterly, it could be when you hit certain predetermined milestones, like 10,000 units sold or your first million in revenue, or both. The key is identifying in advance when and how you're going to track your progress, so it doesn't get forgotten or neglected once you're in the midst of implementation, which can get chaotic and messy, at times. You create the order and the structure up front. Finally, document your processes. We're not just doing strategy for strategy's sake. We're engaged in strategic thinking, because we want to get better at making smart decisions. We want to learn and improve over time. But that's not going to happen by itself. You don't get to be a better basketball player by making a thousand lousy free throws. You get to be a better basketball player by practicing a thousand times and studying, in detail, what you did wrong and how to improve it. It's deliberate practice that makes a difference according to the well-known researcher, Anders Ericsson of 10,000 hours fame. Likewise, we can learn to make better decisions and develop sharper strategies if we review our assumptions, check them against those milestones, and see what we got right and wrong. That enables us to see where we're overconfident, and where we've historically had blind spots. The more self-reflection we can manage when it comes to strategic thinking, the better off we'll be.

3.3 Strategic Thinking is an Ongoing Process

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You have failed yourself if you do strategic thinking once, set a course, and blindly keep at it forever. Circumstances change, and you may end up steering yourself wildly off course. But at the opposite end of the spectrum, you've also failed yourself if you can't reliably follow through on your strategy and fall victim to shiny object syndrome, constantly jumping from one thing to the next, following idle whims. How do you balance the two? How can you make strategic thinking, a smart interrogation of your current circumstances, a way of life? Remember, it's important to regularly audit your strategy, to set up milestones in advance, let's say every quarter, and check in to see how things are progressing and whether results are living up to your expectations or might warrant some changes. The general rule, though, is that if you've taken the time to create a thoughtful strategy, you should stick with it unless there's a clear and urgent reason not to. Here are the questions to ask yourself to figure out if that's the case. Are you failing to meet your initial expectations? This is the most obvious case where a change in strategy might be warranted. You thought 200 people would sign up for the program, and only 15 did. You shouldn't scrap things immediately. It's important not to rush to conclusions. But first, look at the tactics you used. Maybe the marketing wasn't affective, for instance. But if you investigate and everything else checks out, maybe the initial premise was flawed, and you need to change your strategy and offer a different program instead. Has there been a major change in circumstances? Sometimes, big, unexpected things happen, and we have to adapt to the repercussions. Your strategy may have involved focusing on a particular line of business because your biggest client was going to sign a huge contract. But when your buyer, the person you knew best and your biggest advocate, decided to leave her position, that sure thing contract suddenly blew up. That's a time to change strategy. Maybe you were going to expand into a new country, and they just experienced a military coup. Probably not the best time to go there. Or you were going to develop a new corporate campus and consolidate all your regional offices, just in time for an economic slowdown that makes it much harder to borrow the construction funds you need. If there's a big development inside your organization or your client's, or even socio-politically, that may warrant a strategy redo. Is there an alternative that's even more promising? This is the place where you're most likely to experience shiny object syndrome, chasing the exciting new thing, so you have to watch yourself carefully here. Let's imagine that expectations have generally been met with your initial strategy, and there hasn't been a major change in circumstances. No military coups, no unforeseen staffing changes. So what could prompt you to abandon a plan that's working reasonably well? Hopefully not much. The only correct answer is something that provides you with a far greater probability for growth and success than the path you're already pursuing. Note that I said probability, not possibility. It needs to be very likely. Now, it's easy to get excited about a new opportunity and convince yourself that this is the right path, because it's new and different. It's possible you might discover something that really is better, that's almost certain to generate 20% growth when you're getting 10% growth now, for instance. But don't delude yourself into thinking you can pursue both opportunities at the same time equally well. If you're truly convinced, run a small test first, to see if your hypothesis pans out, and don't rush into anything without consulting with trusted colleagues and advisors. The bar needs to be very high when you're switching away from a strategy that's already working. Sometimes you do need to change your strategy, but to be effective, you should do it sparingly and strategically.

3.4 The Limits of Strategy

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There's a famous quote by the boxer Mike Tyson: everyone has a plan 'til they get punched in the mouth. That kind of sums up strategy, right? You need to have a plan so you can move forward in the right direction and set yourself up for success. If the job you really want requires a master's degree, you need to get into a program and get that degree. It doesn't mean you'll definitely get the position, but if you don't take action, it's certainly not going to happen. All that makes sense. But what if something happens that isn't in the plan at all? What if your company gets acquired and the hiring and promotion system changes, or you get asked to transfer to Singapore, or the company shuts down the entire business line you were working on? A strategy is great and extremely helpful for normal circumstances, and even for war-gaming known possibilities, but when something truly unexpected happens, strategy has its limits. You didn't plan for this, so what do you do? That's where the real value of strategic thinking lies, because it's not just about fixed plan, it's the ability to think in a strategic way that adapts to changing circumstances. First, people often make the mistake of clinging to past assumptions. The best thing you can do when there's been a disruption is to take an honest look at the circumstances around you, and if your expectations have blown up, admit that so you can quickly move to formulating a new plan. You don't want to be fixated on past predictions so much that you can't take new data into account. Second, respond decisively. This goes with the first point about clinging to past assumptions. A very dangerous corollary to that is that you're dragging your feet on making needed changes. Of course, you want to gather all the facts and see if your information is correct, but if it is, move as swiftly as you can and don't let the situation worsen in front of your eyes. It's probably not a good idea to dramatically overhaul your strategy in ten minutes, but if a crisis is unfolding, take the steps you can to mitigate things now so you have more options later. Maybe that's sending out a press release saying you're aware of the situation, or looking into it, and providing initial guidance to employees. Maybe it's reallocating resources on a short-term basis to go where they're most needed. You do what needs to be done. Third and finally, you'll have to embrace improvisation. That may seem like the opposite of strategy, which is planned out and finely wrought. But improvisation doesn't mean coming up with something, anything, and flailing around. It means going back to first principles. In this case, the vision for your organization, or your team, or yourself, and recognizing that if the current strategy no longer works, you can devise another one that will still help you get to your vision. If you want to be a leader that makes people's lives better, but the program you were working on just got shut down, look around and scan the horizon for other parts of the company that are focused on meaningful initiatives. You look for another path to accomplish your vision. Sometimes strategic thinking means recognizing the limits of a given strategy and being willing to come up with something new that's another, perhaps better, route to your destination.

3.5 Conclusion

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Strategic thinking is a valuable asset to cultivate. In fact, as you ascend in your organization, it's essentially mandatory, but no one teaches you this. And most people don't even realize they need to learn it themselves. We're human, which means we often have good intentions, oh yeah, strategic thinking, but sometimes fall short. That's why we have to keep reminding ourselves about our intentions and work to develop habits so that isn't such an effort to make it happen. Try some small steps today. Create a recurring event in your calendar once a week for strategic reflection time. Or reach out to a friend who might be a good accountability partner. Making the effort today, to steep yourself in strategic thinking, is a competitive advantage that can pay major dividends for you, your team, and your company. Let me know how it goes and shoot me any comments or questions at dorieclark.com.