Latest Unthinking - August

510 words. 3 parts. 3 min of your time.🚀

1+1=3 August Newsletter!🤘🏼

1. Tell me something new!

2. Dirt track mindset

3. Unthink highlights

Enjoy!

1. Tell me something new

New Balance unthink their strategy

The once considered "Dad shoe" in the trainer industry, New Balance have come a long way in the last 5 years.

Steve Jobs actually wore them when he unveiled the iPhone… Some would say he is a fashion Icon, however.

From 2018 they adopted a challenger mindset and rolled out a new strategic model:

50% of budget on proven strategies

30% on slight evolutions

20% on high-risk, innovative territories

This formal encouragement gave teams the freedom to unthink. They knew competing against the big players wouldn't have ended well for them.

Instead, they turned to collaborations with fashion houses such as Balenciaga, and turned their attentions to retro trainer styles.

New Balance revenue grew from $4bn in 2017 to $5.3bn in 2022, with sales growth even outstripping Adidas & Nike.

A poignant story from New Balance… When you are up against well established organisations in an industry, you can't play their game by their rules. You have to Unthink. You could say it's taking a risk, but trying to compete with significantly more resourceful organisations could be the biggest risk of all.

2. Dirt track Mindset

Instead of asking "what should I do first", try asking --> "what should I neglect first?" to help trim, edit and cull activities that aren't taking you closer to where you want to be.

Check out 'Unthinking Thursdays' LinkedIn blog to see who does this well and how you can answer those questions. Find your 1%.

3. Highlights

→ Two of the key learnings taken from Ignite - our global women's network programme with DB Schenker, supported by Kate Woods:

🙋 Be hard on the point, soft on the people

❓Be aware of what you do or do not know. Keep asking questions even when it’s uncomfortable.

→ Another fun session with Apple (including a double keynote by Sarah & Janne)

→ Our next Women’s Leadership Experience ist starting soon! Watch this video and respond to this email if you want to know more or secure a spot!

→ Our July book club hosted 32 high energy Unthinkers discussing Chris Hurst No B*ullshit leadership. Get in touch to be part of our next one, and potentially see The Judge in action again...

→ Question of Sport x Unthink… Unthinks newest hire is announced. Although, not to everyone's liking.

→ Our last three Unthinking Thursday blogs:

💡 Escpaing Zoom Fatigue

💡 Identify the 1% that will make a difference

💡 The DNA of an Unthinker

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Have a fantastic weekend.

❤️ - Team Unthink