Values de bono

1. Ziya’s Favorite Values from
Edward de Bono
Ziya G. Boyacigiller
This presentation was created and given by Ziya
Boyacigiller who was leading Angel Investor and a loved
mentor to many young entrepreneurs in Turkey. We have
shared it on the web for everyone’s benefit. It is free to
use but please cite Ziya Boyacigiller as the source when
you use any part of this presentation. For more about
Ziya Boyacigiller’s contributions to the start-up Ecosystem
of Turkey, please go to www.ziyaboyacigiller.com

2. Ziya’s Favorite Values from
Edward de Bono
Ziya G. Boyacigiller

3. Copyright (c) Ziya G. Boyacigiller
2003, 2004
Side Bar: Framework for “Thinking About Values”
The Six Value Medals
by
Dr. Edward De Bono

4. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Frameworks Help Us Think
The “Six Value Medals” framework will show you how to
» identify,
» score,
» map
your values, providing an essential tool for decision making
in all aspects of your life, including in business.

5. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Logic vs. Values
Logic can help you decide how to do
something,
But logic cannot help you decide
what you want to do.

6. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Two Common Situations
Requiring Us to Make Decisions
1. Decide whether to do something, or
stay put
Example: Should I start a company, or not?
2. Decide between alternatives, or do
nothing
Example: Should I start an IT company or a
restaurant?

7. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Every decision we make
involves values.
Then  If values affect all our
thinking then it makes sense to do a
“value scan” and to identify the
values we use for decisions.

8. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Values are what we
consider important, but
we may not be
consciously aware of
them.

9. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Decisions Require Us to
Assess Certain Type of Values
• Will this project be profitable?
• How will this project impact existing operations?
• What will customers perceive as valueable?
• How will this project affect the environment?
• How will this affect my happiness?
• How will this affect my family?
• How will this affect my finances?

10. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Types of Values
Value implies a positive impact.
However, values can also have negative
impact. These, we will name “negative
values”.

11. Copyright (c) Ziya G. Boyacigiller 2003, 2004
How Values Affect Decisions
• Should I start a business?
– If there is no value…
Example: Customers will not pay for service…
– If value is negative…
Example: Business is bad for environment…
– If a high value in one area, and weak value in
others…
Example: Business is very profitable but bad for environment…

12. Copyright (c) Ziya G. Boyacigiller 2003, 2004
The Overall Value…
…is as strong as
the weakest value.
Example: Something that pleases
customers, is profitable, but upsets
governments…
Secure Cell Phone
Communication

13. Copyright (c) Ziya G. Boyacigiller 2003, 2004
When is Value Scanning
Essential
•Choice of Ideas
•Allocation of Resources
•Timing
•Cost-Cutting
•Design
•Strategy and Plans
•Disputes

14. Copyright (c) Ziya G. Boyacigiller 2003, 2004
And, for Startups…
The design of any new business is a
total exercise in value scanning.
• What are the values being offered to potential
customers?
• What are the business values?
• How profitable do we want this business to be?
• Do we want short term or long term success?
• Who do we want to work with?
• etc. etc.

15. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Perception & Values
Some people make the mistake of believing
that we see things objectively first, and
then apply our values.
Unfortunately, it is not like that.
Values determine our perception, whether or
not we are conscious of those values, and then
what we see tends to support that perception.

16. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Need for Value Scan
A perception is an unconscious decision
about how we see the world around us.
Because it is unconscious, we have no
control over our perception unless we
make the “driving-values” visible.
Example: Explain why you find someone attractive – or
why you like someone.

17. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Value Medals Framework…
…is for directing our attention to
different sorts of values when we are
assessing decisions.

18. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Can you find the perfect star?

19. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Can you find the perfect star?

20. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Benefits of Frameworks:
1. Frameworks allow us to focus attention.
Frameworks allow us to ask others to direct their
attention in a certain way. Attention no longer drifts
randomly. Attention is no longer pulled by items which
seem interesting – at the expense of those items
which are less interesting at first but, in the end, much
more important.
2. Frameworks allow us to give “names” to things so that
we can look for them, look at them, and notice them.

21. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Gold Medal
This medal deals with human values,
the values that affect people. Gold is
a superior material and human
values are the most important values
of all.
Ask: What are the human values here?

22. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Gold Medal Values
• Health
• Shelter
• Respect
• Human rights
• Recognition
• Appreciation
• Trust
• Reassurance
• Sense of achievement
• Simple human warmth
• Dignity

23. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Silver Medal
This medal focuses directly on
organizational values. That means
values related to the purpose of the
organization (in business this would be
profitability). Silver is associated with
money. There are also the values involved
in the actual running of the organization,
such as cost control. The organization
may also be a family, group of friends, or
social club.

24. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Silver Medal Values
• Those things that help the organization to
fulfill its mission
– Profits, votes, publicity, cups won, click
throughs, eye-balls, subscriptions, etc.
– Cost control, productivity, communication, etc.

25. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Steel Medal
These are the quality values. Steel
should be strong. The values are in
the intended direction. What are the
values of the product, service, or
function in terms of what it is trying
to do? If it is tea, is it good quality
tea?

26. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Steel Medal Values
• Quality of product or service
• Customer values, expectations
met
 good quality
• Improvement

27. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Glass Medal
This medal covers a number of
associated values: simplicity, and
creativity. Glass is a very simple
material originating in sand. But
with glass you can use your
creativity to do a lot of things.

28. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Glass Medal Values
• These values arise from change.
• Evolutionary change
• Change resulting from pressure
• Creative change

29. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Wood Medal
These are the environmental values in
the broadest sense. What are the
impact values on the environment, on
the community, on others? The values
relate to those things and people not
directly involved.

30. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Wood Medal Values
• Selfish and self-centered imply that you are
concerned with only your own interests – wood
medal values are exactly the opposites.
• Impact of your actions on third parties not
directly involved.
– Local effect – Polluting a river
– Global effect – CO2 emissions
– Social impact - Cultural impact

31. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Brass Medal
This medal deals explicitly with
perceptual values. How does
this appear? How might it be seen?
Perception is real even when it is
not reality. Brass looks like gold.

32. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Brass Medal Values
• Perceptions of others
• True world may be different from the
world of perceptions
• Use of contraceptives as perceived by:
– Church / More clients in the future,
– Doctors / HIV prevention,
– Young People / Unwanted pregnancies

33. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Value Map
GOLD
STEEL
WOODGLASSBRASS
SILVER
4
1
-413
-2
4=strong; 3=sound; 2=weak; 1=remote value

34. Copyright (c) Ziya G. Boyacigiller 2003, 2004
Values help define the
business…
• Chevy’s Mexican Restaurant’s values
clarify what the employees need to do
(tortilla envelopes)
• Disney’s values – safety & courtesy - sets
priorities for employees
• Ford Auto – Quality is job-number-one.