Tameṭṭant n yimcawaṛen

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Section 01

Tameṭṭant n yimcawaṛen

Source: team analysis1 / 90

Tekreḍ takebbant n umcawer. Ad ak-d-azzlent tlata n yilemẓiyen n 26 iseggasen s MBA.

Ilemẓiyen n 26 iseggasen sɛeddan snat n simanat di asteqsi imexdamen-ik, sutuṛen-d isteqsiyen i d-yettarra unekkam-ik di tisɣimin tigensanin aṭas n iseggasen. Bnan-d PowerPoint n 90 n yifecka. Ifecka cudden ɣer wid i tt-id-yebna takebbant-nni i unaḍer di lberbeɛ yerẓen. Iwellihen ifuhamen. Ssuma d $1.2 mliyun.

Tesnaɛeɣ 30% seg-s. Ur yeddu ara n tidet. Takebbant tessuter ad d-tuɣal aseggas i d-iteddun akken ad t-"tessefraq" usnas.

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Section 02

Ayagi mačči d caricature. D tasnaɛit-a.

Source: team analysis23 / 90

Tikebbaniyin tisemsiyen n umcawer ttawint tamernit n imelyaṛen i kan d aẓetta n imedyaten. Bnan-d isemniyen tikkelt, ssefraqen-ten ɣef agim n iseyyaqaten, sakin sselɣen-ten i yal amsaɣ ajdid s tnezzemt n yismawen. Tikti n tidet teḍṛa s sselm, deg imedyaten, deg uqerru n umassel umur n sembeɛ iseggasen aya.

Acrik ur yetwaxellaṣ ara akken ad yexmem. Yetwaxellaṣ akken ad yerr imḍanen-ik deg umedya, ad ifres ifecka, ad yessufeɣ awal-awal seg ufus n umassel ɣer ipuwen.

Ur tetxellseḍ ara $500 i saɛa i umedya. Tetxellseḍ $500 i saɛa axaṭer umedya iffer. Tixutelt: yiwen yelhan yessenneft aṭas n waguren akken ad d-ifres tifrat tunṣibt i wugur-ik amezday. Tilawt: tifrat tella d tunṣibt deg 1998, yerna tetagheḍ-d tasawamt-is wis-800.

Your company: unlocking value across the transformation journey

ImpactEffortQuick winsBig betsFill-insMoney pits

• Align leadership around a shared North Star
• Leverage synergies across the value chain
• Launch a 90-day transformation office

Source: Your company interviews; team analysisIteration #800 · original: 1998

Generate a bespoke strategyFee: $1.2M · 90 slides

Tikebbaniyin xellisent tamernit-a ɣef snat n ssbabat ur nesɛi acu walint d uwellah. Xelisent-tt akken ad sruḥen aṛukku (ma tukrist tehlek, "ihi, McKinsey yenna ad txedmem akkenni"). Xelisent-tt diɣen ɣef ufrak (amcawer d uffaɣ; akellef amaqqar yili-d d tamejmaḍ taɣezfant s ifuriyen n ufekki, taɣawsa, tabzart timetti, d aɣilet aɣarami n tidet). Iwelhen ulac-iten. Takebbant tekru-d aselluf.

Tasnaɛit tamaḍlant n usefrek n umcawer tessufuɣ-d gar $370 mliyaṛ d $1 trilyun i useggas, akken txeddmeḍ alǧibṛ. Azal n 3 imileyen n tkebbaniyin kkin deg-s. Tamerikt Tugnif tezzwer s ugar n $150 mliyaṛ.

I imeqqan: d nettat tameɣrant ugar n tasnaɛit tamaḍlant n uẓawan, ugar n tin n usaru, ugar n tin n urar n video, akk ɣer tama.

I wahil ay ifuras-is ameṛyaḍ d PowerPoint.

Ma azaray yesserwet 70% n yiwizan-is, ad yili di leḥbus. Ma takebbant n uxxam tessuɣ axxam yexrub di 70% n tikkal, ad tekfu di tirewla. Di umcawer, ssufuɣen-d arwas-a deg unadi syin sseqdacen-t i uzenzi n ufus i d-iteddun.

Sselɣen "Tuget n tnezzin ssaragen. Atan acuɣer i tesseḥwajem nukni." Am wakken yenna umaḍal "tuget n iqacuct ssfarsen, ihi tesseḥwaǧeḍ-iyi ad ak-id-bnuɣ wayeḍ."

Tuget n tikkal, ifrigen n umcawer ulhan. Afecku yesɛedda ɣef shared drive, takebbant tuɣal s ttawil ɣer abrid-nniḍen, imcawaren ttkemmilen. Maca azal n tikal asenfar yettlaqqay deg yiwen umkan iɛurfen.

Mačči d acaṛt akk. D tegnatin meqqrent kan akken ad d-ffɣent deg yisalen.

Appendix C · Selected engagements

Arthur Andersen d Enron (2001). Andersen yella d yiwen seg Big Five n tikebbaniyin n usiḍen di umaḍal. Yekka ɣer Enron amwakil d amcawer s tikkelt. Takebbant tella tessufuɣ-d ɣef Enron azal n $1 mliyun i simana, mbeḍḍen gar usiḍen d umcawer. Mi yefcel uɣrim, amkan n Andersen yusa-d yefra: ur ten-id-ǧerṛen ara kan, lhan-asen-d. Mi yusa-d SEC, Andersen yumeṛ imexdamen ad jerrḥen ifecka. Takebbant teɣli. Enron texreb s ugar n $60 mliyaṛ n waddal yeɣlin, s tegmida d wasursfiɣ yeɣlin. Aẓayan i tasnaɛit n umcawer akk? Azal n 0. Big Five tuɣal d Big Four. Tanezzut tekemmel.

McKinsey d tnezduɣt n opioid. Gar 2004 d 2019, McKinsey tcawer Purdue Pharma ɣef amek ad "turbocharge" tilist n OxyContin. Bnan-d iẓerfan i userḥam n yisyada i yettarran tisignit alaqayen. Senken-d iɣawasen n rebate i tferzin ɣef ifehlen. Mi yebda unaḍi federalt, amassel asemsi n McKinsey yekkes ifecka s yiman-is. McKinsey txelles $650 mliyun i US Department of Justice deg 2024, ɣef tegnit n $900 mliyun n unfaq n tewlayin uqbel. Tanezduɣt n opioid tenɣa ugar n 600,000 Amerikaniyen seg 1999. Ulac amassel n McKinsey i yedda ɣer leḥbus. Takebbant tkemmlet, ula ɣef iɛqud n waddal.

McKinsey d takebbant n Saharaftrikt. McKinsey tedda d takebbant tilemt n twacult n Gupta akken ad d-tawi aɛqed n $120 mliyun n Eskom, takebbant n trisiti tunsibt n Saharaftrikt. Tagrumma n Zondo deffir tufa-d "tnezduɣt ifefan" tcudd ɣer isegra. McKinsey terra azal n $74 mliyun n ifuriyen syin tessuter aɛfu ɛlayen. Aɣilif i wadyaduen n teẓmert n Saharaftrikt akked tdrimt taɣarami ɛad yettwaḥsab, mberka iseggasen.

Mačči d kra n yiɛeqcucen ifefan deg takebbant. D imɛeyyaben ineggaẓen: mi tili tikebbanit n umcawer s ineflag akken ad d-trebeḥ asnek-nniḍen, asmaqlal yuɣal d asunfu. Amsaɣ d win i ittxellisen. Tudert tetwaẓayar.

Umcawer mačci d ayen ur nesɛi azal s lekmal. Aẓayar n leḥnak deg tkebbaniyin yexsren tikwal yesseḥwaǧ afus n berra, axaṭer azaraf agensan d aẓayan s tnezzemt akken ad yegzem akken yebɣa. Tussna tameɣnest, leskar n ssuma, asuneɣ n supply chain, asebgan i tlemmast tamaynut, d azal n tidet mi taza takebbant ɣur-s tamusni n tidet. Asefraq n M&A tikwal yettrebbeḥ s win n berra yexlan ulac. Yerna asuɣel amenzu n umcawer n tsertit (am Bruce Henderson di BCG i d-yesnulfan growth-share matrix deg iseggasen 1970) yerra-d s tidet iẓerfan ur nelli ara uqbel.

Maca tegnatin-agi d aḥric imecṭuḥ n wayen i yettuznuzun. Ugar n tsnaɛit-nni yeznuzu ideckiyen imatuyen n "usnifel" i tkebbaniyin i yessnen yakan d acu i yexṣṣen yerna ur sɛint ara lebɣi asertan akken a t-ṣelḥent. Yella umcawer izeddigen ugar. Tikebbaniyin timecṭuḥin s imusna n tidet i yssen tasnaɛit-nni. Imcawaren ilelliyen i bnan u znuzun tikebbaniyin. Imusnawen i d-itxedmen lxedma s tidet. Ulac wid yetxellisen $500K i deck n 90 yifecka i d-yebnan imdanen ifenten kan seg uɣerbaz.

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Section 03

Atan anida tetmettat tasnaɛit s tidet.

Source: team analysis45 / 90

Anabaḍ n McKinsey iḍef ɣef tlata: imedyaten, tasiɣa, d wazal n umagrad n tugna. AI tezweɣ tisin nezdat-tin, tessekt-en-d tlata.

Anesnafer aslem ɣur-s assaɣ ɣer ulluc n tutlayt yelhan tura izmer ad d-yefk tukrist ɣef tlata wussan i d-yusan ɣef takta yeqqaren n umedya n McKinsey. Iẓerfan d unsib. "Imeḍfaren ufiren" llan d Porter, Drucker, Christensen i d-rran-asen ismawen-nniḍen. AI tessenneft ayen i yexdem ucrik di 6 ssimanat ɣer ufaḍer, yerna teqqar txeddem ifazen, axaṭer ur d-ttawi ara format errors di 2 azal.

D acu n teḥṣaṣt tikebbaniyin n umcawer ssnent ayagi. McKinsey tessenker afecku agensan n AI iwumi qaren Lilli i, ɣer tlemast n 2025, yettwasqedac sɣur 70% n imcawaren-nsen i wakken ad sselɣint isefraqen-nsen d unedlas. Medden i tetxellseḍ $500 i saɛa s yiman-nsen sseqdacen AI akken ad xedmen lxedma i tetxellseḍ-iten akken ad tt-xedmen.

AIAIAIAIAIAIAI

Tikebbaniyin bdant fehment aya. Boards ttaɣen-d timeɣranin n tsertit s mliyat n iddulaṛen, i d-yettbanen deg taggara d agmuḍ n LLM i ittwaṣeggmen s wudem afessas kan. Mi t-twalaḍ tikkelt, ur tezmireḍ ara a t-tettuḍ. Azal-nni ufrin yettruḥu. Takebbant s xemsin iseggasen n termat n labur ur tesseḥwaǧ ara ilemẓi n 26 iseggasen i wakken ad as-d-yini d acu i txeddem ɣef prompt n ChatGPT. Tagusda n waselɣu i yefkan azal i ssuma teɛda.

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Section 04

Ksunet imdanen. Xellsem-ten mliḥ. Amenum aten-id deg semmus iseggasen.

Source: team analysis67 / 90

Adrim-nni. Ineggura yemxalafen. Tahaseb ur d-tqerb ara. Sebba i mazal ḍafren tkebbaniyin deck n umcawer ur tesɛi acemma d ineggura, d adrar n unagad-mšeḥ i d-yefkan.

Same money. Different outcomes.

Year 0, month 6

$1.5M → Big consulting firm

$1.5M spent

• 3 associates + 1 partner, 6 months
• 1 PowerPoint deck (~90 slides)
• 0 implementation · 0 ongoing accountability
• ~7% probability of lasting impact

The deck goes in a drawer.

$1.5M → In-house over 5 years

$150K spent

• 1 senior strategist at $300K/year (or 2 at $150K)
• Lives the strategy daily; can be fired if they fail
• Knows the company history; skin in the game
• Cumulative knowledge stays in the company

Sebba i tkebbaniyin ur xeddmment ayagi mačči d tdamsa. D taneflit. Tukksa tesseḥwaǧ amassel-nni i ikssen ad yawi aẓayan ɣef unaru. Amcawer d tamusni tettwakra. Yettas-d s aɛqed, s ufaṛas, s tuffɣa tezdaegt. Mi texser tukrist, ulac win yetwakksen. Deck yetteddu ɣer udekkan. Yal yiwen yeddu ɣef abrid.

D nettan d afares n tidet i ittzenz umcawer. Mačči d tukrist. Mačči d aɛqil. D aɣamem-nagad i imussalen ur nebɣi ara ad d-fken iɣiḍat s yiman-nsen.

D tnezzut n $500 mliyaṛ i issaragen 70% n tikkal s waktal-is iman-is. Tessuffeɣ-d tanezduɣt n opioid. Tlha-d s uxerbi n Enron. Tefka afud i tnezzin n Saharaftrikt. Aṭas iseggasen ay-tesa-d ifuriyen seg tkebbaniyin i sseḥwaǧent ikcuten, mačci imcawaren, n xemsin iseggasen aya.

Yerna AI tura tezmer ad txdem tuget n wayen tt-zenz, syaqar, raxs, mebla iɣilifen n ineflag.

Tamettant n imcawaren mačči d aweɣẓen. D abeddel n tegnit. Tikebbaniyin ay-iqqimen ad d-ilin d imecṭaḥen i imusnawen ifehmen kra. Ti d-yeqqimen ad sezgent s uɛeyyel d ismawen iberdeyatiyen i izenuzun aselɣu i imusslalen ur nesli ara belli ḍṣa ɣef-sen.

Xellem imdanen-iwen. Ksunet imusnawen. Awit aẓayan i tarrayin-iwen.

Lweqt n deck yekfa.