Content Overview
Overview of Sessions and Introduction
Main Module. Strategic Segmentation
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Introduction to Course
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Segmentation and Intuition
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The Art of the Wise - Prioritization
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Segment Definition and KONE Example
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American Express Example
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Nike and Beachhead Strategies
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Part 1. Grouping Customer Needs
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Segmentation Part 1: “Tree” Diagrams
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Olli Debrief and Conclusions
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Part 2. Prioritization Segments: Segment Evaluation Tables
Reading: Segmentation Note Reading: IBM Segmentation Example Example: Segmentation Master Table
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Part 3. Focus: Value Propositions
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“Instruction Manual” and differences across B2B, B2C and E-Commerce
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Top 10 “Rizzutoisms” of Segmentation
Main Module. Value Chain, Strategic Control, Competency Maps, Gaps Analysis (“The Stick”)
14. Introduction to the Concept of Strategic Control
15. Sources of Strategic Control
Reading: Wall Street Journal Hand Soap
16. Strategic Control - Vanderbilt’s Hudson River Bridge
17. Strategic Control Fundamentals
Reading: Keurig/GMCR
18. Value Chain Concept and Development
19. Step-by-Step Process for creating a Value Chain and Competency Map
Reading: Jeppesen Marine Case
20. Value Chain, Competency Mapping and the Jeppesen Marine Case
21. Jeppesen Marine Epilogue
Main Module. Vertical Incentive Alignment (“The Carrot”)
22. CSO Spotlight: Greg Bowlin
23. Vertical Incentive Alignment Introduction
24. Vertical Incentive Alignment, P&G and Asset Specificity
25. Thought Leadership Video Dirk Beveridge
26. Mary Kay Cosmetics and “Showcasing”
27. Vertical Incentive Alignment Table
28. 2x2” Strategy is Material to Firm Performance, Rand McNally Case
Wrap-up and Conclusion
29. Final Wrap-up
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Segmentation Executive Playbook
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Value Chain and Strategic Control Executive Playbook
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Vertical Incentive Alignment Executive Playbook

WHO SHOULD ATTEND
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C-Suite Executives (CEOs, COOs, CMOs, CFOs...)
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Entrepreneurs
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Business Leaders
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Board Members
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Country Managers
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Managing Directors
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Business Directors and Managers
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Private Investors
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Family Business Owners and Executives
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Shareholders
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Venture Capital Executives
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Private Equity Executives
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Wealth and Financial Advisor, Financial Consultant
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Investment Advisor, Investment Managers
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Family Office Professionals
Team
William Putsis, PhD
Faculty

Hernan Fuentes
Program Director
