Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BETTER BY MEASURE 
BECOMING BETTER BY MEASURE 
Class 1 | September 4, 2014 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
BETTER BY MEASURE 
MANIFESTO PART ONE 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
MANIFESTO FOR BETTER BY MEASURE 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
3 
WE ARE TRANSITIONING BETWEEN TWO WAYS O...
MANIFESTO FOR BETTER BY MEASURE 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
4 
FROM: 
• Organization as machine 
• “Th...
“THE PURPOSE OF A BUSINESS IS TO INCREASE 
SHAREHOLDER VALUE.” 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
“THE PURPOSE OF A BUSINESS IS TO INCREASE 
SHAREHOLDER VALUE.” 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
MANIFESTO FOR BETTER BY MEASURE 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
7 
We’re optimistic. 
We were born before ...
MANIFESTO FOR BETTER BY MEASURE 
BUT WE HAVE BEEN LIVING MOSTLY IN THE WORLD 
OF “FROM.” 
BETTER BY MEASURE | WEEK 1: SEPT...
WHERE WE’RE FROM 
REBECCA SILVER 
JENNIFER VAN DER MEER 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
REBECCA SILVER: I AM A MICHIGANDER 
LANSING WAS THE HOME OF OLDSMOBILE FROM 1897 - 1998. 
1970 to 2010 POPULATION: 131,500...
WHAT HAPPENED? 
THE CLEAN AIR ACT PASSED IN 1970 AND IN THE 1973 ARAB OIL EMBARGO 
SHOOK THE AUTO INDUSTRY. 
LARGE, GAS-GU...
MAKING BETTER THINGS NOT MAKING THINGS BETTER 
I WORK WITH COMPANIES TO REFRAME SUSTAINABILITY AS A 
BUSINESS OPPORTUNITY,...
JEN VAN DER MEER 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
13 13
About Jen 
REASON STREET 
ORGANIC INC. 
ECONOMIST 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
14 
TECH ANALYST 
MBA – ...
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
BETTER BY MEASURE 
MANIFESTO PART TWO 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
PROVOCATION 
YOU HAVE THE ENTHUSIASM, SKILLS AND 
WORLDVIEW TO MAKE THE CHANGE YOU WANT TO 
SEE IN THE WORLD. 
BETTER BY M...
WHAT WILL STOP YOU 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
18 
Incumbent thinking. 
Unquestioned heuristics about ...
WHAT WE WILL GIVE YOU 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
19 
Leadership skills. 
Persuasion, influence. 
Hope...
THERE WILL BE MATH 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
20
EVIDENCE BUILDING IS A SKILLSET 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
21 
You will use valid sources. Wikipedia ...
WHAT WE EXPECT OF YOU 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
22 
Academic integrity. 
Hard work (ask the graduate...
THE CLASS WILL RUN AS A START-UP ACCELLERATOR 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
23 
CONGRATULATIONS, YOU HAV...
BETTER BY MEASURE: OVERVIEW 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
24 
PART 1 – CONCEPT: Breaking down business m...
NOW ENOUGH ABOUT US. 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
25 
INTERVIEW TIME. 
We will be matching teams for ou...
CLASS RULES 
JUST A FEW 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
CLASS RULES 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
27 
• Questions are always welcome so ask them at any time. 
•...
HOMEWORK 
FIRST ASSIGNMENT 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
BREAKING DOWN A BUSINESS MODEL 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
29
RESEARCH & PRESENT THE ANSWERS TO: 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
30 
HOW DOES THE COMPANY MAKE MONEY? 
W...
THE BUSINESS MODEL CANVAS 
BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 
31 
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIO...
Upcoming SlideShare
Loading in …5
×

Better by Measure: Becoming Better by Measure (Class 1, SVA Products of Design 2014)

2,618 views

Published on

Manifesto for Better by Measure, a class from the Products of Design masters program at the School of Visual Arts taught by Jen van der Meer and Rebecca Silver. Better by Measure will explore how startups can build value by critically embracing civic, environmental, and human health challenges. Follow us at BetterbyMeasure.com

Published in: Design
  • Be the first to comment

  • Be the first to like this

Better by Measure: Becoming Better by Measure (Class 1, SVA Products of Design 2014)

  1. 1. BETTER BY MEASURE BECOMING BETTER BY MEASURE Class 1 | September 4, 2014 BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  2. 2. BETTER BY MEASURE MANIFESTO PART ONE BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  3. 3. MANIFESTO FOR BETTER BY MEASURE BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 3 WE ARE TRANSITIONING BETWEEN TWO WAYS OF SEEING THE WORLD.
  4. 4. MANIFESTO FOR BETTER BY MEASURE BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 4 FROM: • Organization as machine • “The purpose of a business is to increase shareholder value.” • Hierarchy in control • Scarce resources TO: • Society as ecosystem • The purpose of a business is to create value for stakeholders • Collaboration and co-creation • Zero marginal costs, abundant resources
  5. 5. “THE PURPOSE OF A BUSINESS IS TO INCREASE SHAREHOLDER VALUE.” BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  6. 6. “THE PURPOSE OF A BUSINESS IS TO INCREASE SHAREHOLDER VALUE.” BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  7. 7. MANIFESTO FOR BETTER BY MEASURE BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 7 We’re optimistic. We were born before you (probably), but we are millenials. Purposeful. Mission-driven. Entitled to create. Optimistic.
  8. 8. MANIFESTO FOR BETTER BY MEASURE BUT WE HAVE BEEN LIVING MOSTLY IN THE WORLD OF “FROM.” BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 8 ARAL SEA: 1989 ONE OF LARGEST FOUR LAKES IN THE WORLD. ARAL SEA: 1989 10% OF ORIGINAL SIZE.
  9. 9. WHERE WE’RE FROM REBECCA SILVER JENNIFER VAN DER MEER BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  10. 10. REBECCA SILVER: I AM A MICHIGANDER LANSING WAS THE HOME OF OLDSMOBILE FROM 1897 - 1998. 1970 to 2010 POPULATION: 131,500 to 114,000 = 13% decrease 1970 to 2010 MANUFACTURING JOBS: 32,100 to 18,400 = 43% decrease THIS PROBLEM IS SYSTEMIC. MICHIGAN IS THE ONLY STATE WITH A DECREASING POPULATION. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 10 10
  11. 11. WHAT HAPPENED? THE CLEAN AIR ACT PASSED IN 1970 AND IN THE 1973 ARAB OIL EMBARGO SHOOK THE AUTO INDUSTRY. LARGE, GAS-GUZZLING CARS GAVE WAY TO SMALL, FUEL-EFFICIENT JAPANESE IMPORTS. TODAY WE OUTSOURCE OUR ENVIRONMENTAL IMPACTS. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 11 11
  12. 12. MAKING BETTER THINGS NOT MAKING THINGS BETTER I WORK WITH COMPANIES TO REFRAME SUSTAINABILITY AS A BUSINESS OPPORTUNITY, TO CREATE VALUE RATHER THAN TO REDUCE IMPACT. I HAVE WORKED FOR ADIDAS, THE NRDC, THE CFDA, WALMART, EDF AND OTHERS. I TEACH AT SVA & PARSONS. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 12 12 BFA IN INDUSTRIAL DESIGN (RISD). MBA & MS IN BUSINESS & ENVIRONMENTAL SCIENCE (UofM). I THINK VISUALLY & SCIENTIFICALLY. SHOW ME THE EVIDENCE THEN COMMUNICATE IT BEAUTIFULLY.
  13. 13. JEN VAN DER MEER BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 13 13
  14. 14. About Jen REASON STREET ORGANIC INC. ECONOMIST BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 14 TECH ANALYST MBA – HEC MOM ITP PITCHFEST OPEN DATA DRILLTEAM LUMINARY LABS DACHIS WEST VILLAGE DESIGNERS ACCORD SYSTEMS THINKING SUBURBAN CHILDHOOD FROG DESIGN SUSTAINABILITY BA COMP RELIGION
  15. 15. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  16. 16. BETTER BY MEASURE MANIFESTO PART TWO BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  17. 17. PROVOCATION YOU HAVE THE ENTHUSIASM, SKILLS AND WORLDVIEW TO MAKE THE CHANGE YOU WANT TO SEE IN THE WORLD. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 17
  18. 18. WHAT WILL STOP YOU BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 18 Incumbent thinking. Unquestioned heuristics about how the business world works. Mindless observance of guidelines and measures. Low expectations. Pessimism. Despair.
  19. 19. WHAT WE WILL GIVE YOU BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 19 Leadership skills. Persuasion, influence. Hope. Measurement. Argument building: evidence that your path is the true way forward.
  20. 20. THERE WILL BE MATH BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 20
  21. 21. EVIDENCE BUILDING IS A SKILLSET BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 21 You will use valid sources. Wikipedia is not a valid source. You will document all sources and embed the sources in your presentations. You will document your assumptions carefully. You will document data gaps. You will document all calculations and you will show your math. You will edit and spellcheck your work or we will make you do it again. And we will help you build and practice these skills.
  22. 22. WHAT WE EXPECT OF YOU BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 22 Academic integrity. Hard work (ask the graduates). Learning through doing, and hope will come later if you do not have it yet.
  23. 23. THE CLASS WILL RUN AS A START-UP ACCELLERATOR BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 23 CONGRATULATIONS, YOU HAVE BEEN ACCEPTED INTO BETTER BY MEASURE’S FALL ‘14 CLASS. BETTER BY MEASURE
  24. 24. BETTER BY MEASURE: OVERVIEW BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 24 PART 1 – CONCEPT: Breaking down business models + concept development • September 4: Introductions • September 11: Value Creation • September 18: Measured Risk • September 25: Intro to Lean PART 2 – VALIDATE: Building business models back up + validation • October 2: Lean Customer Discover 1 • October 9: Lean Customer Discovery 2 • October 16: Measured Impact • October 23: Midterm PART 3 – CHARETTE: Iterative redesign through stakeholder charettes • October 30: Design for Trees and Bees (Environment) • November 6: Design for Jane Jacobs (Civic Engagement) • November 13: Design for the Body (Health) • November 20: Physical Prototype Critique PART 4 – PROTOTYPE: Prototype, test, demo day • November 27: Thanksgiving (No Class), One-on-ones • December 4: Prototype Test Critique (Prep for Final) • December 11: Marketing Test Critique (Final)
  25. 25. NOW ENOUGH ABOUT US. BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 25 INTERVIEW TIME. We will be matching teams for our accellerator class based on skills, interests, and motivations. We will now be interviewing each one of you to compose startup teams. Are you a Maker, Marketer, or Mover Shaker?
  26. 26. CLASS RULES JUST A FEW BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  27. 27. CLASS RULES BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 27 • Questions are always welcome so ask them at any time. • Be ready on time for class, including having presentation materials up on the board or loaded on the class computer prior to the start of class. • No laptops, lids down. • No phones during class. • Food is just fine, except when there are guests/speakers present. • EMAIL IN ADVANCE OF CLASS if you will be late or miss a class.
  28. 28. HOMEWORK FIRST ASSIGNMENT BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014
  29. 29. BREAKING DOWN A BUSINESS MODEL BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 29
  30. 30. RESEARCH & PRESENT THE ANSWERS TO: BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 30 HOW DOES THE COMPANY MAKE MONEY? WHAT DO THEY DO FOR THE WORLD THAT IS GOOD? THEN CREATE A BUSINESS MODEL CANVAS FOR THE COMPANY. SUBMIT TO THE DROPBOX BY 4PM ON THE DAY OF CLASS.
  31. 31. THE BUSINESS MODEL CANVAS BETTER BY MEASURE | WEEK 1: SEPTEMBER 4, 2014 31 KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONS CUSTOMER RELATIONSHIPS KEY RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS CUSTOMER SEGMENTS Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from our partners? Which key activities do our partners perform? What value do we deliver to the customer? Which one of our customers’ problems are we helping to solve? What bundles of products and services are we offering to each segment? Which customer needs are we satisfying? What is the minimum viable product? For whom are we creating value? Who are our most important customers? What are the customer archetypes? What key activities do our value propositions require? Our distribution channels? Customer relationships? Revenue Streams? What key resources do our value propositions require? Our distribution channels? Customer relationships? Revenue Streams? How do we get, keep, and grow customers? Which customer relationships have we established? How are they integrated with the rest of our business model? How costly are they? Through which channels do our customer segments want to be reached? How do other companies reach them now? Which ones work best? Which ones are most cost-effective How are we integrating them with customer routines? What are the most important costs inherent to our business model? Which key resources are most expensive? Which key activities are most expensive? For what value are our customers really willing to pay? For what do they currently play? What is the revenue model? What are the pricing tactics? SOURCE: www.businessmodelgeneration.com//canvas | Canvas concepts developed by Alexander Osterwalder and Yves Pigneur.

×