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Introduction Tiwana Book

A concise course providing essential insights for non-IT managers on formulating effective corporate IT strategies. Learn how to contribute your business acumen strategically, grasp IT opportunities, and avoid the penalties of IT ignorance. Discover the competitive edge IT can offer your firm and how to invest wisely in IT ventures. Embrace enduring skills to spot IT trends invisible to the untrained eye. Develop a keen understanding of IT impacts and learn to leverage IT as a competitive tool. Explore the intersection of business, technology, and strategy in a jargon-free and industry-agnostic manner.

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Introduction Tiwana Book

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  1. Introduction Tiwana Book AJ Raven

  2. Overview • A short course on a vast theme • Premise of the course • Cheap + strategic IT is a unicorn only until it meets non-IT managers • Sole purpose: Helping non-IT managers contribute their business acumen to formulating their firms’ corporate IT strategy • Grasp when, where, and how you can contribute • Business penalties of leaving them to your IT unit • Infuses the competitive oomph into IT strategy • Which your IT colleagues simply cannot • Enduring skills to spot IT opportunities invisible to an untrained eye • Firms spend more on IT than anything else ($4 trillion a year) • Yet few grasp its impact and what they can do about it • Often a costly obstacle, not a competitive tool • Within this asymmetry lies your opportunity

  3. The Elusive Intersection Business technology IT Unit Non-IT managers Business Technology

  4. Audience and Scope Target audience • Midlevel functional managers—marketing, sales, finance, operations, or accounting • With no IT backgrounds or IT career aspirations • Jargon-free, acronym-light, industry-agnostic Scope • Large firms, small business, nonprofits, and government agencies • Even drug dealers, prostitutes, and food carts compete using IT • USA+: Asia, Africa, Europe, South America, even Canada and Mexico • Connects IT strategy to strategy, corporate finance, accounting, marketing, operations, and statistics

  5. Decoded Jargon = Our Common Ground • Jargon decoder: Each session’s 5-7 central concepts in lay language • “Firm”: Generic term for a corporation, small business, non-profit, or government agency • Archrivals: Your firm’s top three industry competitors today • Market offering: A revenue-generating product or service • IT: The business technology used to run your business • IT unit: Your inhouse department responsible for it • Line functions: Functional areas (e.g., marketing, finance, etc.) • Non-IT manager: A mid-manager in a line function other than IT

  6. Our Roadmap • Trifecta • Dilemma: Frugal yet strategic • Infusing firepower in IT • Architecture as DNA • Strategic & operational consequences • Surviving today without handicapping tomorrow 2 • How IT affects your firm & industry • What you cannot do about it • What you can do about it Architecture 1 Strategy Governance Payoffs 3 • Strategic oomph with frugality • Choices & challenges in sourcing IT • Why IT projects are business flops • Three antidotes from non-IT • Thwarting malice and disaster • Spotting opportunities in emerging IT 4 • Getting your money’s worth • Investing in the right places • Investing under uncertainty

  7. Preview: Five Big Ideas in this Course Grasp industry, firm, and competitive forces unleashed by IT Sync of IT strategytactical strategy critical to beat archrivals Demands obsessing over this A “trifecta” disrupting most non-IT industries

  8. “Archrivals” • Your top three competitors in your industry today • Your firm’s nemeses • Think of just these three every time you see the word archrivals • Pencil in their names on the first page of your book, now 1. 2. 3.

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