Famous Quotes (people never actually said)
If I had only one hour to save the
world, I would spend fifty-five
minutes defining the problem, and
only five minutes finding the
solution.
—Albert Einstein
The Benefits of Getting the Question Right
• Framing defines the system, its boundaries, and
the goals and motivations of its inhabitants
• Influence Mapping articulates relationships and
dependencies, the momentum and inertia
within the system
• Mental Models replace bias with context and a
controlled vocabulary
Drab Quotes (from brilliant skeptics)
Cynefin
Chaotic
ComplicatedComplex
Simple
Sense è categorize è respond
Sense è analyze è respond
Probe è sense è respond
Act è sense è respond
Causal, predictable, repeatable
Causal, but relationships are only
evident to expertsCausality may become evident
retrospectively, emergent, unpredictable
No evident causality
Process: Best practices/patterns
Expertise: good practices, principles
Experimentation: designed experiments
become emergent practices
Action: Novel practices
DISORDER
Complacency can lead to a fall
directly into chaos, from which
recovery can be difficult
Helpful Quotes (from brilliant optimists)
Behavior
Weird Quotes (from familiar icons)
A first-rate soup is more creative
than a second-rate painting.
—Abraham Maslow
The Hierarchy of Needs
Uplifting Quotes (from people with unpronounceable names)
Flow
Awesome Quotes (that just don’t roll off the tongue)
Idealized Design
• Absolution
• Ignoring or declining responsibility for the problem
• Solution
• solving the problem symptomatically
• Resolution
• tracing the problem to its source and applying
tactics at the source
• Dissolution
• eliminating the source of the problem
Quote of the Day (hot off the presses!)
Best practices and patterns are
just another manifestation of
process; they cannot solve
complex design problems.
—me
The Funnel of Relevance
WHO
WHEN
WHAT
HOW
LeadersLeaders
BarriersBarriers
PropertyProperty
FactsFacts
GroupsGroups
MembersMembers
IndividualsIndividuals
TheoriesTheories
OpinionsOpinions
ToolsTools
CurrencyCurrency EthicsEthics
ConstraintsConstraints
Time for some
circles and arrows!
WE STARTED WITH
AN INITIAL LIST…
IDENTIFIED PRACTICE AND
PHYSICIAN ATTRIBUTES…
LAYERED IN
RELEVANT BEHAVIOR…
DERIVED
VALUE-
BASED
SEGMENTS…
MAPPED
ENGAGEMENT
TACTICS TO
KEY ACTIONS.
AssignmentsAssignments
Benefits and
Support
Benefits and
Support
ClientsClients
EmpowermentEmpowerment
Meaningful WorkMeaningful Work
Office
Culture
Office
Culture
OpportunityOpportunity
Process and
Methods
Process and
Methods
StabilityStability
Tools and
Technology
Tools and
Technology
Training and
Education
Training and
Education
Work/Life
Balance
Work/Life
Balance
§ Establish a “culture committee”
elected by staff
§ Develop, publicize, and live up to
a people-focused value statement
§ Employees record a testimonial at
each service anniversary
§ Encourage the development of
“neighborhoods” in the office
§ Transparency of agency vision,
values, and retention efforts
§ Develop freelance rosters to balance
short-term need
§ Create an expanded internship
program with other agencies to
develop and engage local talent
§ Extend remote working technology to
include collaborative document
creation and review
§ Engage families in <COMPANY> activities
§ Provide in-office exercise and relaxation classes
§ Free bottled water and healthy drinks
§ Give each vested employee
a training/conference
budget
§ Require regular team
meetings where staff
develops the agenda
§ Develop appropriate
“rotation” plans
§ Provide awards and
recognition for meaningful
inter-capability/team
collaboration
§ Engage capability leadership in project
estimation and burn rate
§ Regularly provide staff with updated project
budget
§ Focus on value and allow staff to devise
their own methods and deliverables
§ Require a percentage of time be spent on
innovation with measured results
§ Establish ongoing education as
an expectation (“CME”)
§ Promote team/capability
summits to share work/methods
§ Each capability team required to
nominate an external speaker to
present
§ Extend management training
and review
§ Treat New Business as a forecast
client and allocate resources based
upon agency and staff growth
§ Support new channel growth with
pitch quotas for senior leaders
§ Develop a plan for clients who are
not advancing <COMPANY>
§ Focus on “problems worth solving”
§ Adopt “standing meeting”
practices and other agile
processes
§ For each capability, develop
contributing skill descriptions and
rating/development plans
§ Define work not be deliverables
but by the value it represents
§ Demonstrate the value of our work
to clients, doctors, patients
§ Actively promote matching gift
to selected charitable
organizations
§ Offer payout of unused
vacation
§ Offer “severance insurance”
A Quick Refresher on Mental Models
Elements of a Mental Model
• Tasks are derived from
primary research and
observation
• Tasks are organized into
Towers through affinity
mapping
• Towers are grouped into
Mental Spaces
Mental Models in Context
• Tasks è Goals
• Towers è Themes
• Mental Spaces è
Domains
• Segments (WHO)
• Timelines (WHEN)
• Tactics (WHAT)
• Channels (HOW)
Bringing it all together…
• Use Influence Mapping to identify goals and relationships
• Develop Mental Models to organize goals and identify tactics
• Apply the Funnel of Relevance to add depth and context
• Test your tactics against the Behavior Model
• Consider Flow when ability is dynamic or motivation needs to be amplified
• Use Cynefin to classify each domain and determine what method to apply
• Focus on Idealized Design, always seeking a fourth-order solution
Great Answer!  Now What Was the Question?

Great Answer! Now What Was the Question?

  • 2.
    Famous Quotes (peoplenever actually said) If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution. —Albert Einstein
  • 3.
    The Benefits ofGetting the Question Right • Framing defines the system, its boundaries, and the goals and motivations of its inhabitants • Influence Mapping articulates relationships and dependencies, the momentum and inertia within the system • Mental Models replace bias with context and a controlled vocabulary
  • 5.
    Drab Quotes (frombrilliant skeptics)
  • 6.
    Cynefin Chaotic ComplicatedComplex Simple Sense è categorizeè respond Sense è analyze è respond Probe è sense è respond Act è sense è respond Causal, predictable, repeatable Causal, but relationships are only evident to expertsCausality may become evident retrospectively, emergent, unpredictable No evident causality Process: Best practices/patterns Expertise: good practices, principles Experimentation: designed experiments become emergent practices Action: Novel practices DISORDER Complacency can lead to a fall directly into chaos, from which recovery can be difficult
  • 7.
    Helpful Quotes (frombrilliant optimists)
  • 8.
  • 9.
    Weird Quotes (fromfamiliar icons) A first-rate soup is more creative than a second-rate painting. —Abraham Maslow
  • 10.
  • 11.
    Uplifting Quotes (frompeople with unpronounceable names)
  • 12.
  • 13.
    Awesome Quotes (thatjust don’t roll off the tongue)
  • 14.
    Idealized Design • Absolution •Ignoring or declining responsibility for the problem • Solution • solving the problem symptomatically • Resolution • tracing the problem to its source and applying tactics at the source • Dissolution • eliminating the source of the problem
  • 15.
    Quote of theDay (hot off the presses!) Best practices and patterns are just another manifestation of process; they cannot solve complex design problems. —me
  • 16.
    The Funnel ofRelevance WHO WHEN WHAT HOW
  • 18.
  • 19.
    WE STARTED WITH ANINITIAL LIST…
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
    AssignmentsAssignments Benefits and Support Benefits and Support ClientsClients EmpowermentEmpowerment MeaningfulWorkMeaningful Work Office Culture Office Culture OpportunityOpportunity Process and Methods Process and Methods StabilityStability Tools and Technology Tools and Technology Training and Education Training and Education Work/Life Balance Work/Life Balance § Establish a “culture committee” elected by staff § Develop, publicize, and live up to a people-focused value statement § Employees record a testimonial at each service anniversary § Encourage the development of “neighborhoods” in the office § Transparency of agency vision, values, and retention efforts § Develop freelance rosters to balance short-term need § Create an expanded internship program with other agencies to develop and engage local talent § Extend remote working technology to include collaborative document creation and review § Engage families in <COMPANY> activities § Provide in-office exercise and relaxation classes § Free bottled water and healthy drinks § Give each vested employee a training/conference budget § Require regular team meetings where staff develops the agenda § Develop appropriate “rotation” plans § Provide awards and recognition for meaningful inter-capability/team collaboration § Engage capability leadership in project estimation and burn rate § Regularly provide staff with updated project budget § Focus on value and allow staff to devise their own methods and deliverables § Require a percentage of time be spent on innovation with measured results § Establish ongoing education as an expectation (“CME”) § Promote team/capability summits to share work/methods § Each capability team required to nominate an external speaker to present § Extend management training and review § Treat New Business as a forecast client and allocate resources based upon agency and staff growth § Support new channel growth with pitch quotas for senior leaders § Develop a plan for clients who are not advancing <COMPANY> § Focus on “problems worth solving” § Adopt “standing meeting” practices and other agile processes § For each capability, develop contributing skill descriptions and rating/development plans § Define work not be deliverables but by the value it represents § Demonstrate the value of our work to clients, doctors, patients § Actively promote matching gift to selected charitable organizations § Offer payout of unused vacation § Offer “severance insurance”
  • 26.
    A Quick Refresheron Mental Models
  • 27.
    Elements of aMental Model • Tasks are derived from primary research and observation • Tasks are organized into Towers through affinity mapping • Towers are grouped into Mental Spaces
  • 28.
    Mental Models inContext • Tasks è Goals • Towers è Themes • Mental Spaces è Domains • Segments (WHO) • Timelines (WHEN) • Tactics (WHAT) • Channels (HOW)
  • 29.
    Bringing it alltogether… • Use Influence Mapping to identify goals and relationships • Develop Mental Models to organize goals and identify tactics • Apply the Funnel of Relevance to add depth and context • Test your tactics against the Behavior Model • Consider Flow when ability is dynamic or motivation needs to be amplified • Use Cynefin to classify each domain and determine what method to apply • Focus on Idealized Design, always seeking a fourth-order solution

Editor's Notes

  • #7 Helps identify the nature and complexity of the problem
  • #9 Helps articulate the design objectives of a behavior-related problem (many complex problems are behavioral in nature)
  • #11 Needs speak only to motivation, not to ability, and many of them lack a trigger
  • #13 Flow speaks to ability and its role in the engagement dynamic
  • #15 Helps guide meaningful and sustainable innovation We can illustrate the four levels of dealing with a problem by considering the following example:  "Banks are only open when most people are at work." The lowest level is ABSOLUTION: The bank does nothing. Their customers can come in on their lunch hour, and most of their depositors are seniors or stay-at-home moms.  It isn't the bank’s problem, it's their customer's problem. The next level is SOLUTION: The bank attacks the problem head on, setting hours on the weekends and staying open until 7pm one night a week.  This helps some customers, but not those who have a long commute, work long hours, or go to school in addition to working.  The bank has addressed the problem, but may not have met the needs of their customers, and will not attract customer outside of their assumed demographic. A higher level is RESOLUTION: The bank enables most transactions to be completed using one of their ATM machines.  The machines are always available, so the root cause of the problem, "time", is no longer an issue.  However, customers still have to go to a specific location to do their banking, which is inconvenient and offers an opportunity for one with better service to steal their customers. The highest level is DISSOLUTION: The bank looks at the whole system of banking as a way of addressing the issue and devises a way that customers can do their banking anytime, from anyplace.  Customers can use the internet, telephone, or even text messaging to complete transactions, and a call center is introduced to provide person-to-person assistance where needed.  The bank eliminates branch locations and focuses on "distance banking" based upon convenience. An entire system is created that can meet the needs of any customer.
  • #17 Who: Subscribers Prospects When: Urgency Frequency How: Channel Medium What: Complexity Call to action