My presentation at Agile Korea 2013, Sept.7 Scrum is a word used in "New Product Development" first by Ikujiro Nonaka. I explained his knowledge creation model, SECI. 1. People as the conveyor of the knowledge 2. Mindmapping for User Interview Let's break the wall between developers and users!!

1. Seeing is understanding.Seeing is understanding.
Creating Knowledge
With Users
2013/9/7 Agile Korea
Change Vision, Inc.
Kenji Hiranabe

2. Korea To Japan

5. Japan To Korea

8. Break the Wall
Developers
Product Owner
Customers,
Users

9. Otherwise

10. Seeing is understanding.Seeing is understanding.
Creating Knowledge
With Users
Change Vision, Inc.
Kenji Hiranabe
By Yasunobu Kawaguchi

11. Seeing is understanding.Seeing is understanding.
Agenda
• Introduction
• Part I:
–Nonaka’s Scrum: People As The
Conveyor of Knowledge
• Part II:
–Exploring User Wish Through
Mindmapping

12. Seeing is understanding.Seeing is understanding.
Kenji HIRANABE(1/2)
• (co-)Translator of
OO, UML books Mind Map book
XP/ Agile books
• (co-)Author of
C++ book
Scrum book
Agile and Scrum:
Collaborative Software
Development That Connects
Customers, Engineers and
Management

13. Seeing is understanding.Seeing is understanding.
Kenji HIRANABE(2/2)
• CEO of Astah.net.
• astah – UML editor
– With Mind Map, ERD, SysML
– http://astah. net/
– Runs on
• PC, Mac, Linux, iPad

14. Seeing is understanding.Seeing is understanding.

15. Seeing is understanding.Seeing is understanding.
Do you know
where the
word “Scrum”
came from ?

16. http://www.publickey1.jp/blog/11/10_innovation_sprint_2011.html
Innovation Sprint 2011
Jeff Sutherland Ikujiro Nonaka
me

17. Quote from the first
Scrum Book
• “Agile Software Development with Scrum” (by
Ken Schwaber, Mike Beedle) starts with the
following quote.
The "relay race" approach to product
development ... may conflict with the goals
of maximum speed and flexibility. Instead a
holistic or "rugby" approach – where the
team tries to go the distance as a unit,
passing the ball back and forth – may better
serve today's competitive requirements.
-- “The New New Product Development Game”

18. Copyright © 2005-2007 Kenji
HIRANABE, Some rights
reserved
18

20. Toyota Production
System
Lean
Lean Software
Development
Kanban
Lean Startup
Agile
Scrum
XP
The New New Product
Development Game
Four steps
to the epiphany
Agile and Lean
Startup
Patterns
Manufacturing Industry in Japan
2013 Yasunobu Kawaguchi

21. Prof. Ikujiro Nonaka
1
The New New Product Development Game(HBR)
Scrum
Stop therelay race, take up rugby
2
The Knowledge Creating Company
SECI-model
Spiral transformation of
Explicit knowledge and Tacit knowledge
3
Managing Flow, The Wise Leadership(HBR)
Phronesis
The third knowledge type after
Science (explicit knowledge)
And art (tact knowledge)
U.S. Marine
Fractal
Organization
Self-similar structure
at all levels
4

22. Copyright Nonaka I. 2010Copyright Nonaka I. 2010
Two Types of Knowledge
Spiral up throughSpiral up through
dynamic interactiondynamic interaction
AnalogAnalog--Digital SynthesisDigital Synthesis
Objective and rational knowledge
that can be expressed in words,
sentences, numbers, or formulas
(context-free)
Theoretical approach
Problem solving
Manuals
Database
Subjective and experiential
knowledge that can not
be expressed in words,
sentences, numbers, or
Formulas (Context-specific)
Cognitive Skills
beliefs
images
perspectives
mental models
Technical Skills
craft
know-how
Tacit Knowledge Explicit Knowledge

23. http://www.flickr.com/photos/visitabudhabi/6708954439/
Tacit
Knowledge
Subjective and
experiential
knowledge that
can not be
expressed in
words, sentences,
numbers, or
Formulas
(Context-specific)

24. • Explicit
Knowledge
• Objective and
rational
knowledge that
can be
expressed in
words,
sentences,
numbers, or
formulas
(context-free)
http://www.flickr.com/photos/stuartpilbrow/4264302708/

25. Copyright Nonaka I. 2010
Organizational Knowledge Creation
SECI Model
Sharing and creating
tacit knowledge
through direct
experience
I = Individual, G = Group, O = Organization, E = Environment
Learning and
acquiring new tacit
knowledge in
practice
1. Perceiving reality
as it is
2. Sensing and
Empathizing with
others and the
environment
3. Transferring of
tacit knowledge
9. Embodying explicit
knowledge through
action and reflection
10. Using simulation and
experiments
Articulating tacit
knowledge through
dialogue and
reflection
4. Articulating tacit
knowledge using
symbolic language
5. Translating tacit
knowledge into a
concept or prototype
Systemizing and
applying explicit
knowledge and
information
6. Gathering and
integrating explicit
knowledge
7. Breaking down the
concept and finding
relationships among
the concepts
8. Editing and
systemizing explicit
knowledge
Explicit
Explicit
Tacit
Tacit Tacit
Explicit
Explicit
Tacit
SocializationSocialization ExternalizationExternalization
InternalizationInternalization CombinationCombination
O
G
E
I
Environment
Individual
I G
G
G
G
Org.
E
I
I
I
I
I
Group
IE O

26. Seeing is understanding.Seeing is understanding.
A Story of
Matsushita Electric’s
“Home Bakery”
(Bread Making Machine)
SEE: http://panasonic.co.jp/ism/bakery/vol01/index.html

27. Design Thinking
“Design thinking is a human-centered approach to innovation that draws
from the designer's toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success.”
—Tim Brown, president and CEO

28. Seeing is understanding.Seeing is understanding.

29. Seeing is understanding.Seeing is understanding.

30. SECI Model and Agile Practices
Explicit
Explicit
Tacit Tacit
Explicit
Explicit
Tacit
SocializationSocialization ExternalizationExternalization
InternalizationInternalization CombinationCombination
Sprint DemoSprint Demo
Visit UsersVisit Users
Coding StandardCoding Standard
Tacit
Sprint PlanningSprint Planning
Story WritingStory Writing
Everything about
Learning
Everything about
Learning
Daily StandupDaily Standup
Sit TogetherSit Together
Pair ProgrammingPair Programming
RetrospectivesRetrospectives

31. Scrum As Knowledge Creation Machine
E
E
T
T T
E
E
T
SS EE
II CC
T
T
Created Knowledge
Knowledge about
How to create it
Knowledge about
User and Usage
Growing Working
Software
Learning Scrum
Team

32. Copyright Nonaka I. 2010Copyright Nonaka I. 2009
Contemplation in Action:
Indwelling in Actuality with Deep Thinking
“I can see many things
when I see a machine. How
can we maneuver through
that curve? We should do
this, we should do that....
Then I think about the next
machine. We can make a
faster machine if we think
like this, and so on. It’s a
natural progress into the
next step.”
- Soichiro Honda
Source: Honda Motor Corporation
(Picture at the Automobile Hall of Fame, Detroit)
Copyright Nonaka I. 2010

33. Copyright Nonaka I. 2010Copyright Nonaka I. 2010
Concept Building: Dialoguing on the Spot
Soichiro Honda
Drawing on
the floor
Words and
actions
By articulating into
language, we
clearly understand
what we are
thinking
Source: Honda Motor Corporation
Automobile Hall of Fame (Detroit)

34. What’s the product owner ?
The person(s) who had the first belief, should run through the whole process
As the conveyer of knowledge.

35. Seeing is understanding.Seeing is understanding.
Part II
Exploring User Wish
Through Mindmapping
Change Vision, Inc.
Kenji Hiranabe
By Yasunobu Kawaguchi

36. Seeing is understanding.Seeing is understanding.
Exploring User Wish through
Mind Mapping
Kenji HIRANABE
Mind map by Michal Splho

37. Seeing is understanding.Seeing is understanding.
Agenda
• Introduction
• What is a Mind Map and Why
• Exploring User Wish using Mind
Mapping
• Demonstration
• Conclusion

38. Seeing is understanding.Seeing is understanding.
Mind Map
• Tony Buzan
• Graphical note technique
–And more than that
• Visualize thoughts with
a radiant structure

39. Seeing is understanding.Seeing is understanding.da Vinci uses Pictures and Words at the same time

41. Seeing is understanding.Seeing is understanding.

42. Seeing is understanding.Seeing is understanding.
Mind Mapping
• Examples

43. Seeing is understanding.Seeing is understanding.Kent Beck’s XP 2nd

44. Project Christmas Planning

45. Meeting Minutes Template

46. Seeing is understanding.Seeing is understanding.
User Wish Mind Map
• The first step of getting what you want.
• Get the Big Picture.
• Who? first.
• Semi-structured.
• Gather info and mine UseCases/User Stories.

47. Seeing is understanding.Seeing is understanding.
Demonstration
• City Library System Interview

48. Seeing is understanding.Seeing is understanding.
Library Interview Mind Map

49. Seeing is understanding.Seeing is understanding.
UseCase Diagram

50. Seeing is understanding.Seeing is understanding.
User Stories Mind Map

51. Seeing is understanding.Seeing is understanding.
User Stories Spreadsheet
Also to PowerPoint!

52. Seeing is understanding.Seeing is understanding.
User WishUser Wish
Big Picture Mind MapBig Picture Mind Map
User Stories/ Use CasesUser Stories/ Use Cases
Why?Why?
Who?Who?
When?When?
Estimate, Plan, Prioritize, Test
value
role
The big picture of this presentation

53. Seeing is understanding.Seeing is understanding.
Conclusion
• Mind Mapping is effective when
– Gathering Information
– Exploring topics freely
• User interview with Mind Mapping
– Is Semi-structured
– Gives a high-level view of user wish
– Creates a big picture of the user wish from which
you can carve out good use cases or user stories.
• Why, Who, When are good input to user stories.

54. Seeing is understanding.Seeing is understanding.
Stickyminds.com article
“Agile Modeling with Mind Map and UML”
Search: stickyminds Kenji HIRANABE

55. Break the Wall
Developers
Product Owner
Customers,
Users

56. Seeing is understanding.Seeing is understanding.
Thank you !