Abstract in German Language: Arbeiten mit LEGO erfordert sehr präzise und strukturierte Rahmenbedingungen. Beginnen Sie hier, die Value Proposition Roadmap Methode kennenzulernen. Dies ist ein sehr effektiver Weg für den Einsatz von LEGO bei der Entwicklung oder Überarbeitung von Unternehmensstrategien.
In a previous article, I argued that using LEGO for business strategy development does benefit twice: It is accelerating the process and it is pushing quality of outcomes up. This is due to the effect, that involving LEGO and hence tactile elements into the process is bundling the resources of our left and right brain sides for problem solving. Nevertheless, applying LEGO requires a systematic approach which leads people involved step by step through this playful process. One systematic framework, which is very much suitable to provide the structure which is needed, is the Value Proposition Roadmap method of David L. Rogers. Rogers’ method is described in his book titled Digital Transformation Playbook. Many ways are appropriate but this represents one of the most effective ones.
It just requires six works steps which can be easily accomplished within one working day. It is even possible within three hours with a trained group. This was demonstrated recently by my students of the Digital Business Innovation and Transformation Master study program at the IMC University of Applied Sciences who I am very proud of. During the final exams my students proved that high quality results can be achieved even under very tight timing restrictions. Let me describe the six working steps which Value Proposition Roadmap method requires and which were also applied by the IMC students during their exam. I will do so by referring to to a rather seven hours full-fledged strategy development process.
Before we open the cookbook, one word on the basic assumption the approach is hinged on. It is the idea a business has to create customer value. Very pragmatically a company will have to ensure – at all times – that customers are willing to pay for what this organization is offering them. This is a simple and clear indicator for customer value. and exactly the soft spot the method is touching and drilling down on.
Consequently there is no other first step, than this:
Step 1: Identify your customers…
So, in a first step you define your most relevant customer groups. This is something new and surprising but homework which needs to be accomplished before drilling into strategic issues
Step 2: Understand your current value proposition
Once customer groups or types have been defined, you are ready to explore current value elements which add up to a value proposition customers are willing to open the purse and lash out. Unveiling current value elements is done separately for every customer type by posing the question like ‘For which value elements is this customer type willing to pay our company?’ and ‘For which value elements do they turn to us and not our competitors?’. For answering these questions now is the right time to ring the ‘LEGO bell’. You could accomplish this task easily on a flip chart, by using a table on your tablet or even more fancy on an electronic whiteboard. Yet, all of these ways just leave you in the modus in which you only draw on half of brain capacity. So instead ask your team to build value elements by using LEGO. How to do this:
- Brief your development team on the customer type and the exact task which I described above.
- Now they are ready to play: Ask them to build value ekenebts by using LEGO. By doing so, you kick-start left and right brain side synergies.
- Provide 45 minutes for free, experimental construction work. If you observe, that all teams are very busy still, give 15 minutes extra.
- Nevertheless, now it is time to discuss the LEGO structure. Reflect upon it, find out what it all means
- Allow the team to add, delete or modify the structure during the reflection phase.
- Finally ask the team to note down the value elements which were identified.
- And before ending working step 2 session, ask the team to paraphrase the overall value proposition in a one sentence statement
Results will be surprising and – most probably – blind spots will have been turned inside out. And the team might face unwelcome truth. Nevertheless, by now the development team is on the way to push business strategy to the next level.
In a next article, I will describe working steps 3 and 4 which hit at digesting and dissecting current value elements on the search for future value.