Prospect Ba Training Online
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ProspectBa is a framework, method and collection of tools for distributed exploration of new domains for product innovation opportunities. In other words, it is an approach to creating concepts. This ...

ProspectBa is a framework, method and collection of tools for distributed exploration of new domains for product innovation opportunities. In other words, it is an approach to creating concepts. This is a training presentation on how to use ProspectBa. I gave this presentation as part of coaching Swisscom Innovations on how to use the approach.

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Prospect Ba Training Online Presentation Transcript

  • 1. ProspectBa Open Platform < Introduction for Collaborative 1. ProspectBa benefits > Exploration of Product- 2. ProspectBa Platform > Service Innovation 3. ProspectBa Map > Opportunities 4. ProspectBa Mapping > 5. Applying outcomes > End > FJORD 2006
  • 2. 1. Benefits 2 3 4 5 End Front End - phase New Product Commercialization ProspectBa is a Development - phase - phase Front-End product ProspectBa innovation domain exploration platform FJORD 2006
  • 3. 1. Benefits 2 3 4 5 End ProspectBa is a Front-End ProspectBa domain product exploration innovation platform FJORD 2006
  • 4. 1. Benefits 2 3 4 5 End 1. Identifying future innovation opportunities in an unfamiliar ProspectBa domain solves three key problems of 2. Supporting emergent common understanding of innovation product Leisure product opportunities in open innovation innovation and service networks innovations 3. Applying domain insight and foresight in the product development organization FJORD 2006
  • 5. 1. Benefits 2 3 4 5 End ProspectBa domain Benefit 1: exploration Methodology for exploring the future Systematic design process • Systemic thinking • Alternative future domain scenarios • Co-evolution of domain problem and • solution FJORD 2006
  • 6. 1. Benefits 2 3 4 5 End Benefit 2: Platform for collaboration • Shared conceptualization of domain • Tools to manage distributed cognition • Emergent, evolutionary, self-organizing FJORD 2006
  • 7. 1. Benefits 2 3 4 5 End ProspectBa domain Benefit 3: exploration Foresight for strategic and operational decisions • Micro: Domain design parameters • Macro: Solving concepts (0-2yrs) - Visioning concepts (5-10yrs) • Meta: Domain structure and scenarios • Methodology for monitoring concepts FJORD 2006
  • 8. 1. Benefits 2 3 4 5 End • leverage different perspectives • learn quickly With ProspectBa • adjust to domain dynamics and changes you can... in corporate strategy • share often • create new-to-market and new-to- company concepts and present them as Value Propositions • prepare for the future • unify innovation explorations across the company FJORD 2006
  • 9. 1 2. Platform 3 4 5 End ProspectBa Platform ProspectBa : Japanese philosophical concept referring to physical, mental, virtual and social settings for creation, sharing and exploiting of knowledge. FJORD 2006
  • 10. 1 2. Platform 3 4 5 End Subject(s) Actor Concept Needs ProspectBa Solution(s) Platform Prospect Map framework I. Solving II. Visioning III. Monitoring 1. 2. Create 3. Compose 4. Design 5. Evaluate 6. Create 7. Design 8. Assess 9. Monitor & manage Collect parameters & design inputs solving impact of future briefs visioning domain domain portfolio data variables concepts concepts concepts opportunity Prospect Mapping method ProspectBa Studio Prospect Map FJORD 2006
  • 11. 1 2 3. ProspectBa Map 4 5 End ProspectBa Map framework Global Driving Forces Domain Constraints & Trends Subject(s) Actors Concept Needs Solution(s) Common Needs Context Needs Activity Needs Qualifier Needs FJORD 2006
  • 12. 1 2 3. ProspectBa Map 4 5 End Framework for value proposition creation Actors Needs Subjects Approach Domain Constraints & Trends Concept Benefits Global Driving Forces Competitors Solutions FJORD 2006
  • 13. 1 2 3. ProspectBa Map 4 5 End Systemic thinking driving design Global Driving Forces Uncontrollable Uncontrollable Domain Constraints & Trends Massive, unanticipated causes effects detrimental change Solution(s) Actor Controllable Controllable Subject(s) Concepts causes effects (Winning Value Propositions) Needs FJORD 2006
  • 14. 1 2 3. ProspectBa Map 4 5 End Uncontrollable causes Global Driving Forces Domain Constraints & Trends Subject(s) Pets Actor Concept Needs Solution(s) FJORD 2006
  • 15. 1 2 3. ProspectBa Map 4 5 End Global Driving Forces Global Driving Forces are trends and phenomena that Business impact the domain and at Politics the same time show high Economy uncertainty in their future Technology behavior related to the Demographics domain/world. FJORD 2006
  • 16. 1 2 3. ProspectBa Map 4 5 End Global Driving Forces urbanization robotics goes ethical consumerism speeds up mainstream social time spent at threat of terrorism networking on home decreases grows even more the rise FJORD 2006
  • 17. 1 2 3. ProspectBa Map 4 5 End Domain Constraints & Trends Domain constraints and trends are inherent to the Tradition domain. They inhibit or Culture enforce Actor needs. They Legislation act as barriers or enablers Religion Lore/Myth to satisfying needs. Environment FJORD 2006
  • 18. 1 2 3. ProspectBa Map 4 5 End Domain Constraints & Trends pets are legislation pets serve as considered defines pet’s social props family members rights personal habitat has 10 out 14 Swiss dogs are man’s most influence on school children type of pet you prefer real pets to best friend choose robots FJORD 2006
  • 19. 1 2 3. ProspectBa Map 4 5 End Controllable causes Global Driving Forces Domain Constraints & Trends Subject(s) Pets Actors Concept Needs Solution(s) Common Needs Context Needs Activity Needs Qualifier Needs FJORD 2006
  • 20. 1 2 3. ProspectBa Map 4 5 End Actors Actors are people or entities that act to satisfy needs in the domain. Private consumers, They create and adapt Service professionals, roles to suit their Legislators objectives. FJORD 2006
  • 21. 1 2 3. ProspectBa Map 4 5 End Domain Constraints & Trends pet owner animal activist veterinary pet community dog trainer pet groomer organizer FJORD 2006
  • 22. 1 2 3. ProspectBa Map 4 5 End Subjects Subjects are humans and non-humans that are source of the Actor’s actions. Subjects differ Humans, Non-humans widely in terms of influence they have on the Actor. FJORD 2006
  • 23. 1 2 3. ProspectBa Map 4 5 End Subjects cats cars spiders dogs robots fish FJORD 2006
  • 24. 1 2 3. ProspectBa Map 4 5 End Needs Needs originate from Common Needs participation in the domain. The relationship Context Needs between Actor and Subject is a common source of Activity Needs needs. Qualifier Needs FJORD 2006
  • 25. 1 2 3. ProspectBa Map 4 5 End Common Needs Common Needs are the needs of nearly everyone Keep pet alive involved in the domain. Common Needs Strategies FJORD 2006
  • 26. 1 2 3. ProspectBa Map 4 5 End Common Needs take be in control of feel secure responsibility life (with pet) (involving pet) (for pet) love enjoy life (with express yourself (through pet) pet) (pet) FJORD 2006
  • 27. 1 2 3. ProspectBa Map 4 5 End Context Needs Context Needs are common to a particular Feed pet type of Actor. They originate from situations Context Needs Actors find themselves in the domain. Product Families FJORD 2006
  • 28. 1 2 3. ProspectBa Map 4 5 End Context Needs protect self or feed pet play with pet others from pet ensure pet stays socialize with train pet other pet owners healthy FJORD 2006
  • 29. 1 2 3. ProspectBa Map 4 5 End Activity Needs Activity needs are born from the types of Select right pet food activities Actors want to perform as a result of Activity Needs Context Needs. Products FJORD 2006
  • 30. 1 2 3. ProspectBa Map 4 5 End Activity Needs walk keep pet on dog/cat/pig/ go running appropriate ferret on a with dog diet leash check pet for attend pet arrange pet care signs of illness school while on holiday FJORD 2006
  • 31. 1 2 3. ProspectBa Map 4 5 End Qualifier Needs Qualifier Needs are needs of Actors in the same Premium, no tuna, light context who want to do things in the same way. Qualifier Needs They usually arise from problems with existing Features Solutions. FJORD 2006
  • 32. 1 2 3. ProspectBa Map 4 5 End Qualifier Needs luxury, branded premium, wet, make sure dog is light foods visible in traffic leash accurate and get routine comprehensive and easy to use updates about understandable instructions how pet is doing instrument FJORD 2006
  • 33. 1 2 3. ProspectBa Map 4 5 End Solutions (Competitors) Solutions are existing products and services on the market. These can be mapped to the hierarchy Services, Products of needs identified for an Actor or Subject. FJORD 2006
  • 34. 1 2 3. ProspectBa Map 4 5 End Solutions (Competitors) burberry dog dietary reflectors supplements leash Animal canine cooler pet hotel Planet.com FJORD 2006
  • 35. 1 2 3. ProspectBa Map 4 5 End Makings of a value proposition Actors Needs Subjects Approach Domain Constraints & Trends Benefits Global Driving Forces Qualifier Needs Competitors Solutions FJORD 2006
  • 36. 1 2 3. ProspectBa Map 4 5 End Innovation brief FJORD 2006
  • 37. 1 2 3. ProspectBa Map 4 5 End Controllable effects Global Driving Forces Domain Constraints & Trends Subject(s) Pets Concept Actors Needs Solution(s) Common Needs Context Needs Activity Needs Qualifier Needs FJORD 2006
  • 38. 1 2 3. ProspectBa Map 4 5 End Concepts (Approach) Concepts are solutions to problems in the domain arising from unsatisfied needs. Solving concepts are Solving concepts, required 0-2 years into the Visioning concepts future. Visioning concepts 10 years into the future. FJORD 2006
  • 39. 1 2 3. ProspectBa Map 4 5 End Concepts (Approach) Solid Gold Blended Tuna canned cat and kitten food at Only Natural Pet Store ... Blended Tuna is a highly palatable formula made with quot;dolphin friendly...quot; FJORD 2006
  • 40. 1 2 3. ProspectBa Map 4 5 End Framework for value propositions Global Driving Forces Domain Constraints & Trends Subject(s) Actors Concept Needs Solution(s) Common Needs Context Needs Activity Needs Qualifier Needs FJORD 2006
  • 41. 1 2 3. ProspectBa Map 4 5 End Externalized parameters Fig X. Fig X. FJORD 2006
  • 42. 1 2 3. ProspectBa Map 4 5 End ProspectBa Map Domain design parameters Domain Constraints & Trends Global Driving Forces FJORD 2006
  • 43. 1 2 3. ProspectBa Map 4 5 End ProspectBa Studio blog FJORD 2006
  • 44. 1 2 3 4. ProspectBa Mapping 5 End ProspectBa Mapping I. Solving II. Visioning III. Monitoring 1. Collect 2. Create 3. Compose 4. Create 5. 6. Create 7. Identify 8. Create 9. Assess 10. Monitoring and managing data design briefs Solving Evaluate scenarios future Visioning opportunity portfolio parameters Concepts impact problems Concepts Driving forces Brief Brief 2017 Brief 2017 Brief Domain Leisure Leisure Leisure Leisure Leisure Leisure Brief system 2017 2007 2007 Brief 2007 2017 2017 2017 image Brief 2017 Parameters Brief Brief Brief 2017 2017 Value proposition portfolio FJORD 2006
  • 45. 1 2 3 4. Prospect Mapping 5 End I. Solving 2. Create design parameters: Mapping, 1. Collect data: Interviews, ethnography, desk research, online research, benchmarking... blog entry, cross linking... Garbage In, Garbage Out! FJORD 2006
  • 46. 1 2 3 4. Prospect Mapping 5 End Distributed environment http://fjord.prospectba.com/swisscom Swisscom, Bern Fjord, London Radarstation, London FJORD 2006
  • 47. 1 2 3 4. Prospect Mapping 5 End I. Solving 3. Create Solving concept briefs from parameters. Understand connections between elements of the brief with each other and the rest of the domain. FJORD 2006
  • 48. 1 2 3 4. Prospect Mapping 5 End I. Solving 4. Design Solving concept (product/service) matching the brief. Focus on Activity and Qualifier Needs. Minimize the impact of contextual factors on the the concept. Understand how dependent concept success is on uncontrollable effects in the domain. Source: Nokia, 2005 FJORD 2006
  • 49. 1 2 3 4. Prospect Mapping 5 End I. Solving 5. Evaluate brief and concept. Crystallize brief and concept into a Value Proposition statement: Market and customer Needs, Our compelling Approach to meet that need, the Benefits the customer will receive in comparison to Competitors or other options. Evaluate value proposition with domain experts/target customers. Describe with scenarios. Iterate value proposition and Prospect Map before continuing... FJORD 2006
  • 50. 1 2 3 4. Prospect Mapping 5 End II. Visioning Domain Constraints & Trends Domain Constraints & Trends Global Driving Forces Global Driving Forces Subject(s) Subject(s) 1. Actor Concept Needs Actor Concept Needs Solution(s) Solution(s) 2. Migration point Future Domain & Global (future horizon) Driving Forces Exploratory Anticipatory 6. Create scenarios by projecting Solving briefs to desired migration point in the future. In Exploratory approach, envision how brief changes from within. In Anticipatory approach add new Global Driving Forces to brief. FJORD 2006
  • 51. 1 2 3 4. Prospect Mapping 5 End II. Visioning 7. Identify future problems in the domain and formulate new brief. FJORD 2006
  • 52. 1 2 3 4. Prospect Mapping 5 End II. Visioning 8. Design Visioning concept(s). Source: Nokia, 2005 FJORD 2006
  • 53. 1 2 3 4. Prospect Mapping 5 End II. Visioning 9. Assess domain opportunity from created value propositions with key stakeholders. Source: Nokia, 2005 FJORD 2006
  • 54. 1 2 3 4. Prospect Mapping 5 End III. Monitoring Pets (+) Dogs (+) Animal Therapy Bird flu (-) Robotics 10. Monitor portfolio of value propositions by scanning for domain related phenomena. Identify impact of phenomena on portfolio. Use parameters incorporated into the propositions to determine relevance of propositions to the current market. Iterate briefs and concepts based on developments to keep portfolio current. FJORD 2006
  • 55. 1 2 3 4 5. Foresight End Applying outcomes Fig X. Fig X. Domain Constraints & Trends Global Driving Forces Subject(s) Actor Concept Needs Solution(s) Future Domain & Global Driving Forces Micro foresight: Macro foresight: Meta foresight: Design Parameters Value Propositions ProspectBa Map Parameters are the basic Briefs and concepts together ProspectBa Map of a domain building blocks of new domain are concrete examples of the (totality of parameters and specific value propositions. opportunity identified through their relationships) supports They provide a basis for exploration. Together they exploring the relation of continuous exploration and provide the elements for an company strategies and global concept monitoring. NABC style elevator pitch with driving forces. This is done added benefit of visual through scenarios. tangibility. FJORD 2006
  • 56. Next domain: Leisure FJORD 2006