The document discusses the dimensions of value that can be created from a single loaf of bread beyond just financial value. These include nutritional value, traditional/symbolic value, social value, artistic value, skill/craftsmanship value, and utility value. Specific examples are given for some of these dimensions, such as using bread for its smell, charity, and non-conventional uses like gloves or serving dishes. The idea proposed is to build a machine that manufactures artistic bread where you can watch the process, creating nutritional, craftsmanship, traditional, artistic, and social values from a single loaf.

1. NG
TI 16
)
AR AD M - 267
ST RE (TEA
UE F B ENT #3
AL O IGNM
V AF ASS
NG LO TIVITY –
TI E EA
EA ON ON CR
CR ITH OURSE
W ASH C
CR

2. Assignment & Value definition
The assignment:
"Create as much value as possible starting with a loaf of bread"
Value definition:
Value of a product or a service is a complex construct, the financial dimension being only
one of them. For a loaf of bread, here are the various dimensions of value (apart from
financial) that we identified:
● Nutritional value
● Traditional & symbolic value
● Social value
● Artistic value
● Skill & craftsmanship value
The subsequent slide gives examples around some of these dimensions, for a loaf of
bread.

3. The dimensions of the VALUE OF BREAD
■ Energy value: The value of a loaf of bread in terms of energy (kcal)
■ Value of the intangible aspects of a product: Everyone loves the smell of freshly
baked bread. It conjures up a warm, homely feeling. In that sense, just the smell of a
freshly baked loaf of bread has value.
■ Social value: Creating more value for charity from the same loaf of bread without any
transformations: The way it works is, when you go to a bakery you have a coin
operated machine (1 dime) which is a conveyor belt with a bread loaf on it. Any person
can choose to donate as many dimes as they want. The more the dime that are given
the more the bread will move towards a letter box opening outside the shop. Anyone
donating can see how many dimes would be needed to push the loaf out (progress
bar). Once a sufficient amount has been collected the loaf will be dropped outside the
store into a tray which says "For survival only". It is now free for anyone to pick up.
Learning the moral value of giving via one loaf of bread.

4. The dimensions of the value of bread (cont.)
■ Moral value: he joy of giving is something can that only be experienced. With the
conveyer belt loaf experiment one does not gain any real benefit except for
experiencing the joy of giving. As the conveyer belt draws the loaf closer to the
opening, the participant will feel more compelled to donate and increase a sense of
ownership in the act of giving. To make the act even more engaging instead of having
an automated conveyor, there could be a wheel that turns only when a dime is
inserted. This way not only does the participant donate his money but also some more
time/energy to turn the wheel which feels rewarding. The wheel gets stuck before it
can be rotated again.
■ Tradition & symbolic value: Industrial, processed food has massively altered our
eating habits. Bread is one of the first eating artefacts of mankind. In many cultures,
eating bread with family equates to connecting with your roots.

5. The dimensions of the value of bread (cont.)
■ Utility value: Bread can be used in non-conventional ways to creatively and cost-effectively
solving some day-to-day problems. Listed below are some examples that show such utilitarian
value of bread:
- As gloves: You are making a baked food. The baking tray is hot when you remove it out of the
oven. If you don’t have oven gloves, bread can double as gloves!
- Use a long loaf of bread as a stick to reach for something that is unreachable just using hands.
- As a dish to serve other food on: Bread can be made in the shape/form of a plate or bowl from
which to eat from. The value of that = the value from saving on buying dishes and dish washing.
- Art and Décor created from a loaf of bread. Value = the value that you place on the art
depending on how intricate or complex it is.

6. Bringing together the above values with new product
The idea is to build a machine, which manufactures artistic bread and you can see it
happen!
● Nutritional value: the ability to get inexpensively the most fundamental aliment
available
● Craftmanship: since the machine is transparent, you can see the bread being
prepared, baked and tossed out.
● Tradition & symbolic values: afar from industrial food which massively changes our
eating habits, bread is one of the first eating artefacts of mankind. Eating bread is
connecting with your roots.
● Art: the special mechanism draws artistic motives within the bread using natural
colors, which are only unveiled when you're cutting it. Each bread is unique
● Social value: a part of the earnings will go to charity

7. Thank You!