Design driven goal portfolio management webinar 09 2021

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Goal Portfolio Management
Strategically invest in well designed outcomes that guide enterprise design?
Outcomes
Strategy
E...

Goal Portfolio Management
Management
Instruments
Decision-making
Empowering
Teams
Self-organisation
Co-design
Strategicall...

● Strategy and goals done by small group (execs, consultants)
● Goals weakly categorised
● Change driven by project portfo...

ID Project Status Milestone Cost Category
1 EPMM 03/2022 1.3 M€ Digital Transformation
2 HASV 01/2023 600 K€ Innovation
3 ...

Most companies today
Mission
Vision
Strategy
Goals
Projects
Done by a few
Multiproject
management
Purpose
Finance obsessed...

Design Driven Goal Portfolio Management
Mission
Vision
Strategy
Goals
Projects
Identity
Exploration
Co-Design
Collaborative

Deﬁnition: Goal
“An intended outcome that is aligned with
the identity and strategy of the enterprise.”

Output vs. Outcome
Activity Output
Outcome &
Goal
manufacture
convertible
convertible having fun
driving

The tricky thing: chains of outcomes, only limited impact
Activity Output
Outcome
& Goal*)
manufacture
convertible
convert...

Exercise
(4) more people travel
with less CO2
(2) new tunnel
(9) comfortable travelling
(5) reduce loneliness
(1) increase...

Example: “good” goals for a Railway Company

Identity of an enterprise
Identity
Who are we, why do we exist,
what matters to us?
What makes us different
and unique?

Identity of an enterprise
Identity
The goals of the enterprise should be aligned
with its identity.

Goal categories
Who beneﬁts?
Customer
Legal Authorities
Humanity
Owner

Goal categories
Customer
● New products
● Better
● price
● service
● connected to top tasks (experience)

● Operate according to law
● Legal compliance
● Reports to the supervisory authorities.
Must do!
Goal categories
Legal Aut...

● Environment
● Purpose for society
● Innovation
Goal categories
Humanity

● Return on investment
● Growth
● Continuance
● Image
●
Goal categories
Owner

Who are we?
Customer
Legal Authorities
Humanity
?
?
?
And who is important for us?
Owner
?

Who are we?
And what is important for us?
● Money
● Better identity
● Clearer vision
● Better goals
● Better architecture
...

Investment by category
Mio €

if there
was only
one thing
that you
could inﬂuence
in your company….

Project portfolio -> goal portfolio
Goal, Category
Add in column 1 Goal

1. Know who you
are and what you
are capable of
Investment in change
2. Explore the ecosystem
3. Co-design goal portfolio
...

But when is a goal portfolio “good”?
● Aligned to the identity of the enterprise
● Based on solid knowledge about current ...

Strategy
Strategy sets direction for the design of the goal portfolio and
the realisation of intended outcomes.

Balance short-term vs. long-term
Long term
P7
P3
P2
P5
P6
Adaptivity
New Products now
Money now!
Eﬃciency
Short term
Susta...

Project portfolio -> goal portfolio
Goal Category P1 P2 P3 P4 P5 P6 P7
Seamless mobility Customer
Adaptivity: new
transpor...

● Know who you are and who you serve
● Invest in the right design elements/facets (identity, architecture, experience)
● C...

www.intersection.group

3 association board members
7 core team members
80+ advising members
5 development partners
700+ people on Slack
3000+ new...

Team
Wolfgang Goebl
Austria
President
Milan Guenther
France
President
Annika Klyver
Sweden
Enterprise Mapper
RM Bastien
Ca...

What are we creating?
A lightweight set of
tools that support
Enterprise Design
Community
A global community of
skilled pr...

Let’s stay in touch

Weekly Wednesday Webinars
https://intersection.group/events

Upcoming three day training
https://intersection.group/events/introduction-training

Coming November 13th
!
enterprisedesignpatterns.com

Thank you!
Wolfgang Goebl
wolfgang@intersection.group
www.intersection.group

Organisation
as a whole
Product
Organisation
How are we
being perceived?
What are we making
and oﬀering?
How do we work
to...

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