What do you get when you join the best of business architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360, which turns customer insights and business outcomes into viable products and services.

1. cohesive enterprise design
Erik Roscam Abbing & Mike Clark
May 28th 2015
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2. a joint effort between cohesion 360 and zilver innovation
on mike and erik
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Erik Roscam AbbingMike Clark

3. inside out and outside in are both
missing the point
what’s going on and what are we missing?
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chapter 1

4. the new world has new challenges
customers are more in the know
the growth of digital
the commoditization of technology
brands are less about promise and more about delivery of that promise
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5. and businesses’old ways of addressing
them no longer work
defining strategies based on capabilities
inside out perspective
no brand perspective
shareholder value vs customer value
focus on incrementally improving existing capabilities
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6. we must figure out how to
address the right needs
that’s where design comes in!
the customer centricity cult
customer insights for CX and UX
but what about the brand?
and what about the business?
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7. Nice.But still there’s a gap
how can the world of business strategy meet the world of customer insights?
how do I know I can deliver on my promise?
how do I know I’m focussing on the right things?
how do I know I’m choosing the right strategies to invest in?
how do I know which parts of the proposition I need to change?

8. innovation lacks coherence
it lacks coherence between inside out and outside in
it lacks a value perspective: what is the clearer path to value

9. we must adopt an outcome perspective
what are customers actually trying to achieve by using our value proposition?
what do they want to be able to do?

10. cohesive enterprise design
so how do you piece all this together?
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chapter 2

12. the cohesive enterprise design
framework
looking closer
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chapter 3

19. the outside worldthe inside world

20. the outside worldthe inside world the outside worldthe inside world
the
brand

28. navigating the levels
Keeping the big picture in mind
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chapter 4

39. Choosing the right battle
Entering the right level
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chapter 5

47. Bringing it to life
Using the blueprint
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chapter 6

48. Value Business
value
Benefits
Business
benefits
3.Outcomes 2.Outcomes
5.Value Propositions
1.Needs4.Capabilities
Value
Benefits
Customer
value
Customer
benefits
cohesive enterprise design framework

49. Operational
outcomes
Functional
outcomes
Function
innovations
Functional
tasks
Operational
capabilities
Business
outcomes
Experience
outcomes
Value
innovations
Experience
needs
Business
capabilities
Aspirational
outcomes
Aspirational
outcomes
Meaning
innovations
Aspirational
feelings
Aspirational
capabilities
Outcomes OutcomesValue
proposition
NeedsCapabilities Value

50. Apple watch example
now concretely
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chapter 7

51. Outcomes OutcomesValue
proposition
NeedsCapabilities Value
Operational
outcomes
Functional
outcomes
Function
innovations
Functional
tasks
Operational
capabilities
Business
outcomes
Experience
outcomes
Value
innovations
Experience
needs
Business
capabilities
Aspirational
outcomes
Aspirational
outcomes
Meaning
innovations
Aspirational
feelings
Aspirational
capabilities
We’re able to provide
personalized gym programs so
we can increase watch
demographics and customer
satisfaction and unlock new
revenue
I’m able to track my gym
performance so I can be
motivated and see my
improvements and feel good
about myself
share your hartbeat with
friends,track your sleep
patterns,communicate
with your doctor
I need to be stimulated to
continue going to the gym
we need to be capable of
heart rate monitoring
We’re able to deliver health
monitoring apps within a
watch form factor so we can
maximize our presence in
health services that will bring
us additional revenue
I’m able to have access to
information that tells me how
healthy I am
a watch that helps you
be always connected
and track and monitor
your health real time
I need to take better care of
myself and my fitness
we need to be capable of
reliably interpreting heart
rates
We’re able to shift the apple
domain from gadgets to health
so that we’re seen as a lifestyle
company not a tech company
so that we can enter new
markets
I’m able to be healthier,
more productive and more
attractive
a lifestyle device that
makes healthy living
part of your everyday
rituals
I want to feel healthy and good
about myself
we need to be capable of
generating trust with our
customers and health partners

52. What will you redesign?
now it’s your turn
Coming soon
CohesiveEnterpriseDesign.com

53. cohesive enterprise design
masterclass
Erik Roscam Abbing and Mike Clark invite you to join their full day masterclass on Cohesive Enterprise Design:
an approach to outcome driven value proposition design, that brings together the best service design and enterprise architecture have to offer.
We combine outside in and inside out approaches to arrive at a coherent approach to innovation that brings strategy to life and vision to action.
June 29th London July 10th Rotterdam
more info: welcome@zilverinnovation.com | www.zilverinnovation.com | www.bridging-the-gap.me | www.bit.ly/cohesiveenterprisedesign
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Value Business
value
Benefits
Business
benefits
3.Outcomes 2.Outcomes
5.Value
Propositions 1.Needs4.Capabilities
Value
Benefits
Customer
value
Customer
benefits

54. thanks!!
on mike and erik
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