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VALUE PROPOSITION
DESIGN
TEAM EXERCISE
https://strategyzer.com/
What we want to achieve…
Clear and unambiguous (published) Value Proposition and Statement of
Purpose, for each Team and for the overall Department, linked to the
needs of our customers and the Vision and Mission of our organisation.
Alignment of strategies, systems, structures, processes and people to
ensure that we deliver the Value our customers require.
The ‘mainstreaming’ of our Value Proposition and Statement of
Purpose into Departmental, Team and individual decision making
processes.
What we want to achieve…
The development/review of indicators of performance to focus more
on Outcomes for customers.
Use our Value Proposition and Statement of Purpose to create real and
authentic engagement of every member of staff in our Department,
and to influence engagement across the organisation; in what we do
and how we do it, ‘nobody left behind!’
To use our Value Proposition and Statement of Purpose to inform the
development of people and roles so that staff have fulfilling jobs and
understand how they contribute to the success of their team and the
overall success of the Department and organisation.
Value and Purpose
Motivated Culture
Alignment, clarity, focus,
autonomy, ownership,
meaningful work…
Department, Teams and Individuals Focus on
Delivering Value for Our Customers
Customer
What do our
customers want
from us, do we
know?
What is our ‘Value
Proposition’?
Clarity
Purpose this is
our WHY!
Our
Performance
Measures are
Purpose
derived?
Our Values are
aligned with
our Purpose?
Our decisions
are aligned to
our Values?
Capability
We have the
systems,
structures,
strategies and
skills to deliver
our Purpose?
We have matched
the capabilities of
our systems
against customer
demand?
Capacity
We have the right
resources in the
right place?
We have
developed
measures of
capacity against
customer
demand?
Control
We have devolved control to the people
doing the work?
We are building a
TRUST based
culture?
People feel
confident and
supported to
make decisions?
Commitment
Everyone in the
organisations
‘Walks Our Talk’ ,
we demonstrate
our commitment
to our Values. We
make Values
based decisions?
Combined =
CORRECT
OUTCOMES
FOR OUR
CUSTOMERS
Lets Get Started…
FIT
Each Team completes this
template
A Service is a means of
delivering Value to
customers by facilitating
Outcomes customers want
to achieve
FIT
Team Customer
A Value Proposition is a
promise of Value to be
delivered. It’s the primary
reason why a customer
engages with your Service
= the correlation
between the value you
intend to create and the
expectations your
customers have
Services
Provided
FIT
A Value Proposition is a promise
of Value to be delivered. It’s the
primary reason why a customer
engages with your Service…
Value
Acquired
Service
Utility
Customer
Value
Value
Delivered
Value
Experienced
Service
Suitability
Service
Accessibility
Need
Services & Customer Value…
A Service is a means of
delivering Value to
customers by facilitating
Outcomes customers want
to achieve
Service
Attributes
Value
Attributes
What benefits does your
team deliver for this
customer?
FIT
Team Customer
What problems
does your team
solve?
What Value
does your team
deliver?
What jobs
does this
customer
do?
Describe the work your
customer does and the
Outcomes they want to
achieve – Start Here
What problems do you
solve for this customer,
what situations do you
improve?
Services
Provided
Developing a Statement
of Purpose…
Becoming Purpose led
Why we do what we do…
Purpose - the reason for which
something is done or created
or for which something exists…
A company's purpose is more than a mission statement or a vision cast from the C-suite. In fact,
Gallup finds that when it comes to communicating an organization's purpose to your employees,
customers and stakeholders, words don't matter nearly as much as actions do.
At its core, a company's purpose is a bold affirmation of its reason for being in business. It conveys
what the organization stands for in historical, ethical, emotional and practical terms. No matter how
it's communicated to employees and customers, a company's purpose is the driving force that
enables a company to define its true brand and create its desired culture.
However, leaders face an ongoing challenge to make that purpose real, and this starts with their
employees.
Gallup News - by Nate Dvorak and Bryant Ott
Why we do what we do…
Statement of Team Purpose…
Task – to be completed at your next team meeting
With your wider team review the Value Proposition developed
today and discuss the Purpose of the unit or team you lead in
relation to;
• Your customers needs
• The need of our organisation
• Your measures of success
• Any gaps you see between the services your customers need and
those provided by your team
• What you will do to address any gap
Purpose Statement
(complete and make public)
Statement of Team Purpose…
Value Proposition Design Team Exercise
Instructions for leading
the day
Value Proposition Design Team Exercise…
Value Proposition Design Workshop
1. Individual teams develop their high-level, Value Proposition Map (VPM)
2. Individual teams explain their Map to the whole group
3. Team members are then mixed up and asked to review each value proposition map again and list suggested changes/
improvements
4. Individual teams review suggested changes/improvements and feedback any changes/insights on their original map to the
whole group.
5. Individual teams are asked to take the VPM’s away discuss with their wider teams, finalise and feedback to the next meeting
of the group.
6. Individual team maps are finalised, include a ‘Statement of Team Purpose’ are published/printed and prominently
displayed.
7. The teams value proposition and statement of team purpose, become central to decision making in the Team. The question
is regularly asked ‘will this project, etc support, strengthen and enhance our services to our customers, is it congruent with
our value proposition and statement of team purpose? This ‘alignment’ continues into the development/review of Team
objectives and performance indicator and into individual performance management and development discussions.
Key points: - on the day
• Clearly link to customer needs
• Link to organisational Mission and Values
• Pick people from each of the Teams to help facilitate on the day
• Make sure everyone participates
• Make sure follow up activities 5, 6 & 7 are committed to and each Team Leader takes responsibility for completion.
Instructions Value Proposition…
Start with customer jobs:
Start sketching out your map by describing what jobs a specific customer of yours is trying to get done. Put a Post-it in the Customer Job(s) box
for every major job you intend to help your customer get done.
Add pains and gains:
Include a Post-it in the Pains box for every pain your customer experiences or could experience before, during, and after getting the job done.
Include a Post-it in the Gains box for every benefit your customer expects or desires.
Describe and services:
List the services your value proposition is built around by creating a Post-it for each element in the Services box.
Outline how you intend to create value:
Describe how your products and services create value by either removing customer pains or creating customer gains. Put a Post-it note for
each element in the Pain Relievers or Gain Creators box respectively.
Tip
• Mediocre or bad value propositions try to address every customer pain and gain they have identified and then often fail to deliver.
• Great value propositions often focus on a limited number of pain relievers and gain creators and then deliver on those exceptionally well.
• For more information on Value Proportion Design and resources please visit https://strategyzer.com/

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Value Proposition Design Team Exercise

  • 2. What we want to achieve… Clear and unambiguous (published) Value Proposition and Statement of Purpose, for each Team and for the overall Department, linked to the needs of our customers and the Vision and Mission of our organisation. Alignment of strategies, systems, structures, processes and people to ensure that we deliver the Value our customers require. The ‘mainstreaming’ of our Value Proposition and Statement of Purpose into Departmental, Team and individual decision making processes.
  • 3. What we want to achieve… The development/review of indicators of performance to focus more on Outcomes for customers. Use our Value Proposition and Statement of Purpose to create real and authentic engagement of every member of staff in our Department, and to influence engagement across the organisation; in what we do and how we do it, ‘nobody left behind!’ To use our Value Proposition and Statement of Purpose to inform the development of people and roles so that staff have fulfilling jobs and understand how they contribute to the success of their team and the overall success of the Department and organisation.
  • 4. Value and Purpose Motivated Culture Alignment, clarity, focus, autonomy, ownership, meaningful work…
  • 5. Department, Teams and Individuals Focus on Delivering Value for Our Customers Customer What do our customers want from us, do we know? What is our ‘Value Proposition’? Clarity Purpose this is our WHY! Our Performance Measures are Purpose derived? Our Values are aligned with our Purpose? Our decisions are aligned to our Values? Capability We have the systems, structures, strategies and skills to deliver our Purpose? We have matched the capabilities of our systems against customer demand? Capacity We have the right resources in the right place? We have developed measures of capacity against customer demand? Control We have devolved control to the people doing the work? We are building a TRUST based culture? People feel confident and supported to make decisions? Commitment Everyone in the organisations ‘Walks Our Talk’ , we demonstrate our commitment to our Values. We make Values based decisions? Combined = CORRECT OUTCOMES FOR OUR CUSTOMERS
  • 7. FIT Each Team completes this template
  • 8. A Service is a means of delivering Value to customers by facilitating Outcomes customers want to achieve FIT Team Customer A Value Proposition is a promise of Value to be delivered. It’s the primary reason why a customer engages with your Service = the correlation between the value you intend to create and the expectations your customers have Services Provided FIT
  • 9. A Value Proposition is a promise of Value to be delivered. It’s the primary reason why a customer engages with your Service…
  • 10. Value Acquired Service Utility Customer Value Value Delivered Value Experienced Service Suitability Service Accessibility Need Services & Customer Value… A Service is a means of delivering Value to customers by facilitating Outcomes customers want to achieve Service Attributes Value Attributes
  • 11. What benefits does your team deliver for this customer? FIT Team Customer What problems does your team solve? What Value does your team deliver? What jobs does this customer do? Describe the work your customer does and the Outcomes they want to achieve – Start Here What problems do you solve for this customer, what situations do you improve? Services Provided
  • 12. Developing a Statement of Purpose… Becoming Purpose led
  • 13. Why we do what we do… Purpose - the reason for which something is done or created or for which something exists…
  • 14. A company's purpose is more than a mission statement or a vision cast from the C-suite. In fact, Gallup finds that when it comes to communicating an organization's purpose to your employees, customers and stakeholders, words don't matter nearly as much as actions do. At its core, a company's purpose is a bold affirmation of its reason for being in business. It conveys what the organization stands for in historical, ethical, emotional and practical terms. No matter how it's communicated to employees and customers, a company's purpose is the driving force that enables a company to define its true brand and create its desired culture. However, leaders face an ongoing challenge to make that purpose real, and this starts with their employees. Gallup News - by Nate Dvorak and Bryant Ott Why we do what we do…
  • 15. Statement of Team Purpose… Task – to be completed at your next team meeting With your wider team review the Value Proposition developed today and discuss the Purpose of the unit or team you lead in relation to; • Your customers needs • The need of our organisation • Your measures of success • Any gaps you see between the services your customers need and those provided by your team • What you will do to address any gap
  • 16. Purpose Statement (complete and make public) Statement of Team Purpose…
  • 19. Value Proposition Design Team Exercise… Value Proposition Design Workshop 1. Individual teams develop their high-level, Value Proposition Map (VPM) 2. Individual teams explain their Map to the whole group 3. Team members are then mixed up and asked to review each value proposition map again and list suggested changes/ improvements 4. Individual teams review suggested changes/improvements and feedback any changes/insights on their original map to the whole group. 5. Individual teams are asked to take the VPM’s away discuss with their wider teams, finalise and feedback to the next meeting of the group. 6. Individual team maps are finalised, include a ‘Statement of Team Purpose’ are published/printed and prominently displayed. 7. The teams value proposition and statement of team purpose, become central to decision making in the Team. The question is regularly asked ‘will this project, etc support, strengthen and enhance our services to our customers, is it congruent with our value proposition and statement of team purpose? This ‘alignment’ continues into the development/review of Team objectives and performance indicator and into individual performance management and development discussions. Key points: - on the day • Clearly link to customer needs • Link to organisational Mission and Values • Pick people from each of the Teams to help facilitate on the day • Make sure everyone participates • Make sure follow up activities 5, 6 & 7 are committed to and each Team Leader takes responsibility for completion.
  • 20. Instructions Value Proposition… Start with customer jobs: Start sketching out your map by describing what jobs a specific customer of yours is trying to get done. Put a Post-it in the Customer Job(s) box for every major job you intend to help your customer get done. Add pains and gains: Include a Post-it in the Pains box for every pain your customer experiences or could experience before, during, and after getting the job done. Include a Post-it in the Gains box for every benefit your customer expects or desires. Describe and services: List the services your value proposition is built around by creating a Post-it for each element in the Services box. Outline how you intend to create value: Describe how your products and services create value by either removing customer pains or creating customer gains. Put a Post-it note for each element in the Pain Relievers or Gain Creators box respectively. Tip • Mediocre or bad value propositions try to address every customer pain and gain they have identified and then often fail to deliver. • Great value propositions often focus on a limited number of pain relievers and gain creators and then deliver on those exceptionally well. • For more information on Value Proportion Design and resources please visit https://strategyzer.com/