Architecting Value

Matthew Milan
mmilan
mmilan@gmail.com
design of design, situated/ubicomp,
strategic theory, hardware hacking

Horror Stories
Or, what happens when you poke a business
without a framework.

Let’s hear your horror stories

This is what happens when you poke a
monster without understanding its nature.
http://www.jasonchanart.com

STRATEGY \"
IS DEAD

Today
systems oo frameworks oo strategies oo actions

Let’s level set
We’re not in Kansas anymore, Dorothy

Bruce Sterling, Economist

Jeanne Liedtka, Futurist

“He who can handle\"
the quickest rate of \"
change survives”

John Boyd, Designer
grandstrategic oo strategic oo grandtactical oo tactical

Bruce&\"
Jeanne&\"
John.
What happened to Jesse, Peter and Lou?

We need to expand
our repertoire.

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.

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.

Great strategy is not
about competition.\"
Great strategy is about
adaptation.

Observe\"
Orient\"
Decide\"
Act

A way of thinking
about survival and
success.

Structural Strategy

Knowing what to do next

Getting value out of a system

Structure is power

Building structures
creates power

Architects build structures

Architects work with systems
Systems connect information

In systems, information=value
Mapping that value is the domain of frameworks

How do you work \"
with systems?

Know what, where, why
and how to poke

What&\"
Where&\"
Why&\"
How.

Observe&\"
Orient&\"
Decide&\"
Act.

System&\"
Framework&\"
Strategy&\"
Action.

The art of the poke

I promise you, there is
information architecture
in these brambles,
thickets and dark
forests

The great ice age

Futures under glass

The thawing

Shattered glass

The future of business is
flexible frameworks
Just like the future of the web

Futures under plastic

Structural Strategy

The web is a social
machine

Business is a social machine

When you wake up,
your business model will
be a financial graph

How long did it take to get to
the readoowrite web?

Where’s my
readoowrite business?

10 years ago
You had to know how to survive in a business

3 years ago
You had to know how to speak the language of business

Today
If you’re not changing the business, you should just go home

What we’re learning
is that you don’t
need to lead the
business to change
the business.

It’s all about the poke.
POKE!

http://lyc71-dumaine.ac-dijon.fr/upi/img/guillaume/tableau_guillaume.jpg

Ceci n'est pas une système
http://www.peterme.com/blog/wp-content/uploads/2007/02/ipod_system.png

Businesses are not
models
Businesses are systems

Systems Thinking
There be frameworks here

You change systems
with inputs

You know where to
poke with frameworks

http://businessmodelsinc.files.wordpress.com/2009/01/nespresso_businnes_model1.png

Strategy is poking with
intent to create value
That’s the “why” you poke part.

In the end, it’s about
understanding the
outcomes of your
poke in the greater
business ecosystem

Build a framework to
understand how you can
change a system to
execute a strategy
through tactical actions\"

Make your framework
flexible and your
strategy will be
adaptable.\"

Revise your framework, so
that the model more closely
represents the real world.

Being in a state of
adaptability will ensure
that you are always able
to find and surface the
value in systems\"

There is no spoon

The art of the end-run

Good end-runs \"
are like zombies

ARCHITECTING
VALUE

Most businesses have a
limited view of how
they monetize the value
they generate.

Outcomes, not
incomes

Design the ecosystem,
not the design

Frameworks are the
new sitemaps

Strategies are the
new wireframes

Information Architecture
is Strategy

A final thought
Salmon swim upstream