1. Target For Success: Map The Relevant Systems
Design the Future
Target for Success
Campaign to Win
Finish with Finesse
Map the Relevant Systems
Identify the Centers of Gravity
Determine the Desired Effects

2. The Promethic Laws Every Thing and Every Action Happens In A System
Every Action Affects The Future
Specific Actions Create A Specific Future
Every Thing and Every Action Happens In A System
All Systems Have Inertia and Resist Change
All Systems Have Centers of Gravity
Systems Change When Their Centers of Gravity Change
The Extent and Probability of System Change Is Directly Proportional to the Number of Centers of Gravity Affected and The Speed At Which They Are Affected
All Known Systems and Things Have A Beginning and An End
Specific Actions Produce Specific Ends

3. Systems And Centers Of Gravity Why Targeting Is Critical
Never Enough Resources Available To Do Everything
Need To Have High Probability of Winning Despite Inadequate Resources
Must Chose Where To Apply Resources
Effort and Resources Must Be Applied Against Something
Targets
Failure to Choose The Right Targets Dooms Operations Before They Begin
The Right Targets Are The Key to Creating The Change Needed To Realize The Future Picture
Targets Are Part of A System

4. Systems And The Future Picture
At Least Two Systems Stand Between An Organization And Its Future Picture
The Organization’s Internal System
The System(s) External To The Organization (Market, Enemy, Political Environment)
To Make The Future Picture A Reality
Change The Internal And External Systems
Process: Identify And Map The Relevant Systems
Decide What They Must Become

5. The Business Strategy Process Systems From The Future Picture
Right External System
Future Picture
Right Internal System
TIME

6. Representative Forces Operating On A Market System
Consumers And Customers
Old Producers
Government
Financiers
Distributors
New Companies
Media
Suppliers

7. System Characteristics
Disparate Elements
Have Centers of Gravity
Have Inertia
Have Energy
Have Information Flow
Common Design Patterns
Have Hysteresis Effect
Are Fractal
Retail Stores
Market Leaders
Communications
Facilities
Sales Force
Key Media
Finance System
Road & Rail Net
interest groups
Government
Distribution System
customers
University Research And Development
customer’s customer
employees
innovators
Triggers:
Title
System Grid
US Flag
Comments:

8. Energy Change Positive Energy Change Negative
Systems Have Energy
Triggers:
Title – Displays Military System
Title – Collapses Military System
System Model
Energy Change Positive
Energy Change Negative

9. Systems Resist Change

10. And Exhibit The Hysteresis Effect And Exhibit The Hysteresis Effect
Systems Resist Change
And Exhibit The Hysteresis Effect
And Exhibit The Hysteresis Effect

11. Centers Of Gravity (COGs)
The Leverage Points In The System Between You And Your Future Picture
Have Disproportionate Impact
High Return On Energy Investment
Resources Limited? Attack Centers Of Gravity
Triggers:
1.Title

12. Universal System Pattern Template
E(s) = f(Leadership) x f(Processes) x f(Infrastructure) x f(Population) x f(Fielded Forces)
Leadership
Processes
Infrastructure
Population
Action Units
P(s) = f(physical) x f(morale)
Triggers:
Title
Iraq and Labels
Iraq Map
System Map & Labels
Comments:

13. System Components Person State CEO, Board, Market Leaders Leadership
Company/ Market
Person
State
President, Key Media, Policy Makers
CEO, Board, Market Leaders
Leadership
Brain
Circulatory, Neuro System
Communications Energy
Innovation, Finance, Communications
Processes
Plants, Value Networks, Installed Base
Infrastructure
Bones, Muscle
Highways
Triggers:
Title
Demographic Groups
Employee Groups, Customers
Population
Cells
Action Units
Military, Police, Merchants, Agencies
Sales, Buyers, Retail Outlets
Leukocytes

14. Systems Are Fractal
Triggers:
Title

15. Chip Company Supplier #2
The Market System
Fidelity Mutual Fund
Office Depot Store
Stock Analyst
Morgan Stanley VC
Computer User
Software Programmers
Microsoft
Internet
Service Provider
Chip Company Supplier #2
Chip Company Supplier
Office Depot Store
Computer User
Intel
Compaq
Chip Company #3 #2
Triggers:
Title
Your DSP Company

16. Map The Relevant System The Market
Start Here!
Customer’s Customer
Investment Community
Government
Customer’s Customer’s Customer
Developer
Component Maker
Supporting Facilities
Direct Customer
Competitor 2
Company Supplier #2
Company Supplier
Associations
Don’t Start Here
Your Company
Competitor 1
Triggers:
Title
Your DSP Company
Or Here

17. Stating Desired System Effects
Focus On Whole System In Relation To Future Picture
Decide What The Systems Need To Become To Realize Future Picture
Including The Requisite Energy Levels
Be Very Careful To Stay Strategic—Don’t Prescribe Solution!
Work Back From The Future

18. External (Market) Desired Effects Market Needed To Realize Future Picture
Market Fiscal State
Dollars Being Spent On Your Product; Investment Capital
Market Excitement State (Awareness, Perceptions, And Attitudes)
Recognition Of Company And Product; Degree Of Enthusiasm; How Market Is Reacting To You; Response To Citizenship
Market Technology State
New, Supporting, Or Ancillary Technologies Desired; Associated Products That Would Build Demand
Market Scope
Total Available Market (TAM) And Vector; New Customer Requirements (Current Non-consumers), Market Concentration
Market Obstacles
Desired Regulatory Climate; Standards Or Codes Desired Or Needed; Political Climate
Momentum
Market Growth Rates At Future Picture Horizon

19. Internal (Organization) System Desired Effects
Synthesized From Future Picture Key Descriptors
Fiscal
Business
Innovation
People
Culture
Incentives

20. Negative Energy Change
Triggers:
Title – Displays Military System
Title – Collapses Military System
System Model
Energy Change Negative

21. Desired System Effects Case Study Iraq 1990-91
Iraq System Characteristics
Expanding and Aggressive Preparing and Equipping For Conquest Crucial Position In Mid-East Geopolitics
Iraq: Desired System Effects
Assets: Adequate For Functionality
Attitude: Learned A Lesson; Won’t Try Again
Technology: WMD Broken
Scope: No Offensive Capability
Obstacles: Few Internal, Overwhelming External
Momentum: Collapses To Weak Energy State

22. Energy Change Positive Energy Change Negative
Triggers:
Title – Displays Military System
Title – Collapses Military System
System Model
Energy Change Positive
Energy Change Negative

23. Market Desired Effects Disneyland Illustration
Timeframe: 9 Years ( )
Market Fiscal State
5X Increase In Money Spent On Theme Park Attendance ( )
Market Awareness, Perceptions, And Attitudes
Market Excited By Opportunity For Family Trips To Theme Parks, Sees Theme Parks As Wholesome, Exciting, Safe, And Educational. High Recognition For Brand
Market Technology State
Ability To Create Ultra-Realistic Settings And Manage Crowds
Market Scope
Market Moves From Local To International; Includes Teenagers And Adults As Primary Visitors
Market Obstacles
Local Governments Build Access Roads; Zoning And Tax Rules Are Friendly; Regulators Work With Disney To Establish New Standards
Momentum
Market Growing Rapidly (Sufficient To Accommodate Disneyworld—And International?)

24. Internal (Organization) System Desired Effects Disneyland Example
Fiscal
Revenue Sufficient To Provide Free Cash Flow For Improvements, Long-term Debt Payoff, And Profits For WDC
Business
Disneyland Able To Operate Smoothly At Capacity; Capacity Growing; Complementary Items Developed And Offered For Sale; Disneyworld Planning Underway
Innovation
Robust Innovation Process In Place; New Attractions In Operation; More People Able To Visit Disneyland With Less Wait-time; Superb Customer Service
People
Creative Workforce Improving Attractions And Processes At An Impressive Rate; Guests Commenting On How All Their Needs Are Anticipated; Site Immaculate; And Supervisors Complaining That They Can’t Keep Up With Their Subordinates
Associates Proud, Have Morale High, Are Receiving High Marks For Customer Service, And Are Buying WDC Stock. Few People Want To Leave
Culture
Everyone Involved, Great Ideas Flowing, Strategically Aligned, Executing Quickly And Effectively
Incentives
Incentive Plan Functioning, Understood, And Appreciated; Salaries High; The Right People Staying. Non-Monetary Rewards Well-Received

25. Market System States Energy Indicators Expanding Static Contracting
Sales Growing, Margins High & Sustainable
Sales Flat, Margins Shrinking
Sales & Profits Falling Rapidly (Overall)
General
Making Money
Easy
Hard
Varies
Much Lower Prices, Significantly Better Service, Notable Product Improvements
Product Availability, Ease of Adoption, Acceptable Price Points
Product Availability, Extreme Price, Extreme Service
Differentiators
Additional Revenue Opportunities
Take Customers From Competitors
Be One of Few Remaining Sources
Newly Aware Customers
Vying For New Business, Little Pricing Pressure
Squeezed & Loath To Take Risks
Fewer & More Expensive
Suppliers
Stock Price to Earnings Ratio
Well Above Broad Index Averages
Below Broad Index Averages
Far Below Averages & Falling
Investors Clamoring To Get In
Investment Capital
Available At High Cost
Scarce

26. The Essence of System Strategy
Know What The Relevant Systems Must Become
Identify The Centers of Gravity
Decide Effects To Impose
Analysis Leads To What, Not How
“The Enemy Of Change Is The System”

27. Understand The Relevant Systems Insights and Discussion
Prometheus Process
Understand The Relevant Systems
Insights and Discussion