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|Session Name:||Strategic Design Or: Why 'Dark Souls' is the Ikea of Games|
|Company Name(s):||Agency Principle, LLC|
|Track / Format:||Business & Marketing|
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|Overview:||A competitive advantage is not just being fastest, cheapest, or best. That only lasts until a competitor figures out how to be faster, cheaper, or better. A true competitive advantage is one that cannot be easily replicated by other companies. It's not just about what you do. It's about what you don't do. Selectively choosing its activities allowed Southwest Airlines to punch above its weight-class. It allowed Ikea to maximize profitability without sacrificing quality. And it allowed an ostensibly niche title like 'Dark Souls' to become an industry power-house. In this session, producer and consultant Justin Fischer will show you the framework for establishing your own competitive advantage. Using both strategic theory and practical examples, Justin will show you how to tailor your design choices to make target audiences more profitable and your success harder to imitate.|