Top 50 thinkers STrategy Guru and London Business School Professor to deliver two strategy Workshops in Abu Dhabi University on 2nd and 3rd of April

1. Strategy Guru Event
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London Business School Professor
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Costas Markides
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One of the world’s top 50 business thinkers
Thinkers 50
Winning with Strategy Monday, 2nd April 2012 Abu Dhabi University
Strategic Innovation Tuesday, 3 April 2012
rd Abu Dhabi, UAE
Who Should Attend?
This high profile event has been
especially designed for :
• Chairmen / Vice Chairmen
• CEOs / CFOs / COOs / CMOs
• General Managers
• Presidents / Vice Presidents
• Managing Directors
• Board Level Members
• Strategy Consultants
• Country Managers
• Divisional Directors
Organized By

2. London Business School Professor
Winning with Strategy
Costas Markides Behind every successful strategy there are few simple but
fundamental principles, but even when we know these
basic principles, we still do not implement them. Why? It
is now well established in psychology that just because
an individual knows something (and agrees with it) doesn’t
mean that he/she will do it. This “knowing-doing” gap is
one of the biggest “diseases” in organizations. Take, for
Costas Markides is Professor of Strategy and Entrepreneurship
example, innovation. Most people can give you a laundry
and holds the Robert P. Bauman Chair of Strategic Leadership at the
list of ideas on how to promote more innovation in their
London Business School (University of London). A native of Cyprus,
organization allow experimentation, reward new ideas; do
he received his BA (Distinction) and MA in Economics from Boston
not punish mistakes and so on. The problem is not that
University, and his MBA and DBA from the Harvard Business School.
they don’t know. The problem is that they don’t do what
He serves on the Editorial Boards of several academic journals they already know they should do!
including the Strategic Management Journal, the Academy of
Management Journal, the Sloan Management Review and the
European Management Journal. He is a member of the Academy From Strategy Formulation to Strategy Execution:
of Management and the Strategic Management Society and was a Why Clever People Make Silly
Fellow of the World Economic Forum in Davos, Switzerland during
1999-2003. Mistakes
Most managers spend the majority of their time develop-
He has done research and published on the topics of strategic
ing a strategy for their organization. Unfortunately, even
innovation, business-model innovation, diversification and interna-
the best of strategies will fail unless they are implemented
tional acquisitions. His book: All the Right Moves: A Guide to
properly. It is exactly at the implementation stage that bad
Crafting Breakthrough Strategy was published by Harvard Busi-
things start happening! People don’t execute what you
ness School Press in 2000 and was shortlisted for the Igor Ansoff
already agreed upon; others start doing things that will get
Strategic Management Award in 2000 as the best strategy book of
you into trouble, yet others pretend to support what you
the past two years. His next book (with Paul Geroski), entitled Fast
want to achieve but actually undermine you behind the
Second: How Smart Companies Bypass Radical Innovation
scenes. Why do such things happen and how can you
to Enter and Dominate New Markets was published in January
prevent them or overcome them?
2005 and was on the Short List of the Financial Times-Goldman
Sachs Management Book of the Year in 2005. His latest book
was entitled: Game-Changing Strategies: How to Create new Strategic Innovation:
Market Space in Established Industries by Breaking the Rules How to Win by Breaking the Rules
and was published by Jossey-Bass in June 2008. He is currently
In recent years, there have been many calls for companies
working on his new book (with Anita McGahan), provisionally entitled:
to break the rules and become industry revolutionaries.
Great oaks from little acorns grow: How ordinary people bring
But what exactly is breaking the rules? And how can a
about social change.
organization do it successfully?
His current research interests include the management of diversified
firms and the use of innovation and creativity to achieve strategic
breakthroughs.

3. 2 separately bookable event
Winning with Strategy Monday, 2nd April 2012
08:00 08:30 Registration
08:30 10:00 What is strategy and why do most people mess it up?
What is strategy: The importance of thinking creatively about our strategic position; the importance
of making difficult choices (case study: Nespresso). Why do clever people make stupid mistakes
when it comes to strategy?
10:00 10:15 Networking break
10:15 12:15 Two basic Principles:
(i) What creates behaviors in organizations and why is this important for strategy? The importance
of supporting strategy with the proper organizational environment.
(ii) Sacred cows and how they constrain strategy. What to do about them.
12:15 13:00 The importance of creativity in strategy. How do assumptions constrain our creativity and what to
do about them? How to create a unique (and differentiated) strategic position in your industry.
13:00 14:00 Networking lunch break
14:00 15:15 The process of Developing Strategy: How to maximize the ideas generated by overcoming
mental models and using variety in our analysis. How to make difficult choices. How to implement
our choices while remaining flexible.
15:15 15:30 Networking break
15:30 16:45 Implementing Strategy: Winning emotional commitment for strategy (case study: Apple Computers)
16:45 17:15 Summary: The fundamental principles of strategy
Strategic Innovation Tuesday, 3rd April 2012
08:30 10:00 Innovating and Implementing Strategic Change
Strategic Innovation: searching for new Who-What-How. The importance of innovation in strategy.
How to achieve strategic innovation.
10:00 10:15 Networking break
10:15 11.30 Clever Experimentation: The difference between clever and stupid experiments. The strategic
mistakes that all entrepreneurs make
11:30 12:30 The problems of changing strategy: How to introduce major change. How do you know if your
strategy is working or not. The difference between strategic health and financial health.
12:30 13:30 Networking lunch break
13:30 15:15 How to Introduce Radical Change: Who are the effective change agents in your organization ? The
characteristics of effective change agents.
15:15 15:30 Networking break
15:30 17:00 You as a change agent: Overcoming the knowing-doing gap. How to create a basis for action in
your employees.
17:00 17:30 Summary: The fundamental principles of strategy

4. Costas Markides
2 - 3 April 2012
Abu Dhabi University, Abu Dhabi, UAE
Event Dates Early Bird Discount Price
(book before 23 February 2012) 3 EASY WAYS TO REGISTER
Both days with US $2,500 US $3,000
2 - 3 April 2012 Toll Free: 800 2212
Costas Markides (Save US $500) (Save US $300)
Day 1 US $1,350
2 April 2012 US $1,650 Email: bookings@adu.ac.ae
Winning with Strategy (Save US $300)
Day 2
3 April 2012 US $1,350 US $1,650 Fax: +971 2 586 0256
Strategic Innovation (Save US $300)
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