Architecting Value

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A presentation on the relationship of information architecture to systems, frameworks and strategy. Presented at the 2009 IA Summit.

A presentation on the relationship of information architecture to systems, frameworks and strategy. Presented at the 2009 IA Summit.

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Transcript

  • 1. Architecting Value
  • 2. Matthew Milan mmilan mmilan@gmail.com design of design, situated/ubicomp, strategic theory, hardware hacking
  • 3. Horror Stories Or, what happens when you poke a business without a framework.
  • 4. Let’s hear your horror stories
  • 5. This is what happens when you poke a monster without understanding its nature. http://www.jasonchanart.com
  • 6. STRATEGY quot; IS DEAD
  • 7. Today systems oo frameworks oo strategies oo actions
  • 8. Let’s level set We’re not in Kansas anymore, Dorothy
  • 9. Bruce Sterling, Economist
  • 10. Jeanne Liedtka, Futurist
  • 11. “He who can handlequot; the quickest rate of quot; change survives”
  • 12. John Boyd, Designer grandstrategic oo strategic oo grandtactical oo tactical
  • 13. Bruce&quot; Jeanne&quot; John. What happened to Jesse, Peter and Lou?
  • 14. We need to expand our repertoire.
  • 15. A mental tapestry of changing intentions for harmonizing and focusing our efforts as a basis for realizing some aim or purpose in an unfolding and often unforeseen world of many bewildering events and many contending interests.
  • 16. To improve our ability to shape and adapt to unfolding circumstances, so that we (as individuals or as groups) can survive on our own terms.
  • 17. Great strategy is not about competition.quot; Great strategy is about adaptation.
  • 18. Observequot; Orientquot; Decidequot; Act
  • 19. A way of thinking about survival and success.
  • 20. Structural Strategy
  • 21. Knowing what to do next
  • 22. Getting value out of a system
  • 23. Structure is power
  • 24. Building structures creates power
  • 25. Architects build structures
  • 26. Architects work with systems Systems connect information
  • 27. In systems, information=value Mapping that value is the domain of frameworks
  • 28. How do you work quot; with systems?
  • 29. Know what, where, why and how to poke
  • 30. What&quot; Where&quot; Why&quot; How.
  • 31. Observe&quot; Orient&quot; Decide&quot; Act.
  • 32. System&quot; Framework&quot; Strategy&quot; Action.
  • 33. The art of the poke
  • 34. I promise you, there is information architecture in these brambles, thickets and dark forests
  • 35. The great ice age
  • 36. Futures under glass
  • 37. The thawing
  • 38. Shattered glass
  • 39. The future of business is flexible frameworks Just like the future of the web
  • 40. Futures under plastic
  • 41. Structural Strategy
  • 42. The web is a social machine
  • 43. Business is a social machine
  • 44. When you wake up, your business model will be a financial graph
  • 45. How long did it take to get to the readoowrite web?
  • 46. Where’s my readoowrite business?
  • 47. 10 years ago You had to know how to survive in a business
  • 48. 3 years ago You had to know how to speak the language of business
  • 49. Today If you’re not changing the business, you should just go home
  • 50. What we’re learning is that you don’t need to lead the business to change the business.
  • 51. It’s all about the poke. POKE!
  • 52. http://lyc71-dumaine.ac-dijon.fr/upi/img/guillaume/tableau_guillaume.jpg
  • 53. Ceci n'est pas une système http://www.peterme.com/blog/wp-content/uploads/2007/02/ipod_system.png
  • 54. Businesses are not models Businesses are systems
  • 55. Systems Thinking There be frameworks here
  • 56. You change systems with inputs
  • 57. You know where to poke with frameworks
  • 58. http://businessmodelsinc.files.wordpress.com/2009/01/nespresso_businnes_model1.png
  • 59. Strategy is poking with intent to create value That’s the “why” you poke part.
  • 60. In the end, it’s about understanding the outcomes of your poke in the greater business ecosystem
  • 61. Build a framework to understand how you can change a system to execute a strategy through tactical actionsquot;
  • 62. Make your framework flexible and your strategy will be adaptable.quot;
  • 63. Revise your framework, so that the model more closely represents the real world.
  • 64. Being in a state of adaptability will ensure that you are always able to find and surface the value in systemsquot;
  • 65. There is no spoon
  • 66. The art of the end-run
  • 67. Good end-runs quot; are like zombies
  • 68. ARCHITECTING VALUE
  • 69. Most businesses have a limited view of how they monetize the value they generate.
  • 70. Outcomes, not incomes
  • 71. Design the ecosystem, not the design
  • 72. Frameworks are the new sitemaps
  • 73. Strategies are the new wireframes
  • 74. Information Architecture is Strategy
  • 75. A final thought Salmon swim upstream