You’ve got to start with
the customer experience
and work back toward
the technology –
not the other
An industry begins with the
customer and his needs, not with a
patent, a raw material, or a selling
skill…The industry develops
backwards, first concerning itself
with the physical delivery of
THEODORE LEVITT, 1960
MICHAEL PORTER. “Creating Shared Value.” HBR (Jan 2011)
MICHAEL E. PORTER
MARK R. KRAMER
CREATING SHARED VALUE
We’re witnessing a shift in the
way businesses think: start with
the experience and figure out how
to create value from there.
Figure out what your product is and
what your value chain is. Understand
where those things touch important
social needs and problems. If you’re in
financial services, let’s think about
‘saving’ or ‘buying a home’ – but in a way
that actually works for the consumer.
In groups, create a draft diagram for the experience
of a conference (e.g., DMI), so that the organizers
can understand the event.
• Point of view
Use a non-table-like structure
EXERCISE: DRAFT DIAGRAM (20 minutes)
1. Point of view – whose experiences? unit of analysis?
2. Scope – where do you begin and end?
3. Focus – which aspects are highlighted?
4. Structure – how will you arrange elements?
5. Use – what will you do with the diagram?
DEFINE THE EFFORT
Move the measure of progress
from shipping products and
launching services to learning.
Write a hypothesis on an idea that your team sees as
an opportunity based on your map.
We believe providing [individual, customer, user]
with this [feature, solution, service]
will result in this [desired outcome].
We will know this when we see [measurable result]