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town planners
settlers
pioneers
Sustainable Innovation -
3 Types of Work
@markusandrezak
@ueberproduct
http://www.ueberproduct.de
“The purpose of business is to create and keep a customer.”
“The purpose of business is
to create and keep a customer.”
Peter Drucker
“The purpose of business is to create and keep a customer.”
“The purpose of business is
to create and keep a customer.”
Peter Drucker
(I) How much will it
cost / will we earn?
(II) How will the new
product look like?
(III) Which new
opportunities
should we follow &
how do we find
them?
But also:
I want the NEW shit!
Coding Hiring Vision Innovation Compliance
Produc-
tivity
Reliability
Infra-
structure
Security Operations
The CTO as decathlete?
Because … being stuck …
or … growth „with the market“
While they want this
“The purpose of business is to create and keep a customer.”
“The purpose of business is to create and keep a customer.”
Fashion
Third Place
Coffee
Understanding the nature of work
3 Horizons by Baghai, Coley, White
Horizon 1
0 - 12 months
Horizon 2
12 - 36 months
Horizon 3
36 - 72 months
Current business
Generate today’s
cash flow
High growth business
Today’s growth &
tomorrow’s cash flow
Options growth
Options on furture
high growth business
3 Horizons by Baghai, Coley, White
Horizon 1
0 - 12 months
Horizon 2
12 - 36 months
Horizon 3
36 - 72 months
What will we earn?
How will
the product look
like?
Which
opportunities, how to
find?
The Knowledge
Funnel by
Roger L. Martin
What we’re good at
What we suck at
What we’re good at
What we suck at
imperfect
just doing
uncertainty
perfect, clear
talk
certainty
ambuguity
What we’re good at
What we suck at
Which
opportunities,
how to find?
What
does the prod
look like?
What does it
cost/earn
Evolution
Context determines qualities
Genesis Custom built Product Utility
Uncharted
chaotic
uncertain
unpredictable
unstable
different
exciting
future values
differentiating
Industrialized
ordered (linear)
known
measured
stable
standard
dull
low margin
essential
Model by
Simon Wardley
Evolution
Context determines qualities
Genesis Custom built Product Utility
Uncharted
chaotic
uncertain
unpredictable
unstable
different
exciting
future values
differentiating
Industrialized
ordered (linear)
known
measured
stable
standard
dull
low margin
essential
Model by
Simon Wardley
Which opportunities?
How to find?
How will the
product look like?
What will we earn?
A model of how things evolve
Bild Pionierpflanze
Zitat Wiki
Pioneers arrive first
Bild Busch
Zitat Wiki
K-strategists take over
Bild Wald
Zitat Wiki
Until …climax vegetation
Bild Pionier
Zitat Wiki
Pioneers: Because we can!
Bild Siedler
Zitat Wiki
Settlers: until we can no longer …
Bild Stadtplaner
Zitat Wiki
Town planners: when nothing else helps
Pioneers, roaming
nice place
settling
building town
town planners
settlers
pioneers
Happiness
Kaizen
market analysis
feedback
Trend spotting
products
Type
tactics, machiavellian
Method
Lean, grinding,
success
Different types - different qualities
Happiness
failure
bets & intuition
uncertainty
experiments
search (exploration)
Type
creative, searching
Method
agile, speed matters
most
Happiness
efficiency
metrics
analysis
scientific models
build what is required
Type
industrial, battles
Method
six sigma,
scaling
Model: Simon Wardley
Given the nature of work and
given the Pioneers, Settler,Town
planners …
now what does it mean?
Commodity
Product
Custom
Built
Ubiquity
NovelCommon
Certainty
DefinedUnknown
Demand
Supply
Genesis
Product Phases
Model:
Simon Wardley
Commodity
Product
Custom
Built
Ubiquity
NovelCommon
Certainty
DefinedUnknown
Demand
Supply
Genesis
Modell:
Simon Wardley
What will we earn?How will
the product look
like?
Which
opportunities? How to
find?
Product Phases
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünftige Werte
unterscheidend
Industrialisiert
geordnet (linear)
bekannt
gemessen
stabil
standard
langweilig
geringe Marge
essentiell
Genesis Custom built Product Utility
LSU
R&D
NPD
Integration
BPOpt
Maintenance
Platform
Model by
Simon Wardley
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünftige Werte
unterscheidend
Industrialisiert
geordnet (linear)
bekannt
gemessen
stabil
standard
langweilig
geringe Marge
essentiell
Genesis Custom built Product Utility
agile / in-
strong weak
outsourced / six
weak strong
Lean
How will we make
money tomorrow?
How will the
product look like?
What will we earn?
Model by
Simon Wardley
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünftige Werte
unterscheidend
Industrialisiert
geordnet (linear)
bekannt
gemessen
stabil
standard
langweilig
geringe Marge
essentiell
Genesis Custom built Product Utility
How will we make
money tomorrow?
How will the
product look like?
What will we earn?
Defer alignment,
framing crucial
Alignment crucial
Model by
Simon Wardley
Visibility
Evolution
Context determines method
Unbekannt
chaotic
uncertain
unpredictable
unstable
different
exciting
future values
differentiating
Industrialisiert
ordered (linear)
known
measured
stable
standard
borring, dull
low margin
essential
Genesis Custom built Product Utility
LSU
R&D
NPD
Integration
BPOpt
Maintenance
Platform
One size fits all does not work!!!
Model by
Simon Wardley
Common Dysfunctions
Pionier Siedler
Pioneers Settlers
No business
Settlers
Town-
planners
No great new stuff
Pioneers
Town-
planners
Nothing … but war
Pioneers
Town-
planners
Gartner / Bi-Modal
Bild Kölner Domplatte
NichtsLow quality
Pioneers Settlers
Town-
planners
The Innovators dilemma is called
innovators dilemma not because
people are stupid but because it is a
dilemma!
Miles was good with the trumpet, but not soooo good
He revolutionized Jazz 5-6 times
with his bands
All his band members
were never again as good.
They all became leaders.
The task
Pioneers Settlers
Town
planers
✓ Manage the
environments for
the three types
✓ Craft
preconditions:
clarity in strategy
Pioneers Settlers
Town
planners
✓ Protect
pioneers and
town planners
against each
other
✓ Support flow of
information
The task
To get this
You have to
protect this
Thanks!
Simon Wardley
for his Maps and
the pioneer, settler,
town planner model!
http://blog.gardeviance.org
Thanks for your
time and
attention! :)
AMA!
@markusandrezak
@ueberproduct
http://www.ueberproduct.de

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Sustainable innovation - 3 types of work