We are witnessing a fundamental shift in the way businesses create and capture value. Competing today requires a whole new mental model of how the world works. But we are stuck in obsolete practices of management that optimise short term gains to maximise shareholder prices at the expense of long term value shared by employees and society as whole.
Visualisations are a key tool that help organisations change their perspective and assume an outside-in view of their enterprise. Though no silver bullet, diagrams of various kinds seek to align people’s experiences with how businesses create and capture value.
Such visualisations are already an implicit part of design practices. Thus my position seeks to reframe the existing contributions of designers in a new and constructive way, highlighting their strategic value. Visualising value leverages our design skills to give us more awareness, competency, and that proverbial seat at the table.
This talk discusses some of the core principles of value alignment through visualisation, with examples from the field and practical advice offered throughout.
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Visualizing Value with Alignment Diagrams
1. Visualizing Value
• We are witnessing a fundamental shift in the way businesses create and capture value. Competing
today requires a whole new mental model of how the world works. But we are stuck in obsolete
practices of management that optimise short term gains to maximise shareholder prices at the
expense of long term value shared by employees and society as whole.
• Visualisations are a key tool that help organisations change their perspective and assume an outside-
in view of their enterprise. Though no silver bullet, diagrams of various kinds seek to align people’s
experiences with how businesses create and capture value.
• Such visualisations are already an implicit part of design practices. Thus my position seeks to reframe
the existing contributions of designers in a new and constructive way, highlighting their strategic
value. Visualising value leverages our design skills to give us more awareness, competency, and that
proverbial seat at the table.
• This talk discusses some of the core principles of value alignment through visualisation, with
examples from the field and practical advice offered throughout.
3. You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
way around.
1997
4. An industry begins with the
customer and his needs, not with a
patent, a raw material, or a selling
skill…The industry develops
backwards, first concerning itself
with the physical delivery of
customer satisfaction.
THEODORE LEVITT, 1960
11. Figure out what your product is and
what your value chain is. Understand
where those things touch important
social needs and problems. If you’re in
financial services, let’s think about
‘saving’ or ‘buying a home’ – but in a way
that actually works for the consumer.
MICHAEL PORTER
CREATING SHARED VALUE