The document provides instructions for an assignment on writing a critique. Students are asked to: 1. Start thinking about a topic for their critique, such as news events, business strategies, or company restarts. 2. The critique will be graded based on demonstrating an understanding of what is happening, the strategic intent of organizations, and an educated opinion on chosen strategies. 3. Students should consolidate insights from the session into potential pains/gains to address and how a value proposition could work, and choose a subject for their critique to check with the instructor next time.

1. The bottom line

2. Reminder: report / grading
Part of the grade is based on a critique
Start thinking about what to write your critique about.
i.e. check the “news”
get an opinion
think about how to put you opinion across
What I’m going to be looking at...
You understanding what is happening
You understanding the strategic intent (of the firm)
You having an educated opinion on the choosen strategy

3. for example:
New earningsmodels used by new businesses
How does Costa Crociere react to the accidents with their ships
Apple’s unorthodox business strategies
Kodak’s restart
etc.

4. So far: Recap

5. Iterations: Customer insight

7. A B C
A!
A! that gives you B
A! the B without C
A! the anti - C
Lili Sukirman: value proposition workshop, Happen 2011

8. Next week using the XPLANE empathy map

9. So... what’s going on in the heads of your
customers?

10. Creating value out of insight

11. V=P*S*T

12. What is the
problem?
Does the
customer see it
as you do?
V=P*S*T
Is your solution
the one they’re
looking for?

14. Coherent design Observations
Gain
Gain
creators
Pain
Pain
relievers
Value proposition Customer insight
http://www.businessmodelalchemist.com/2012/01/the-customer-value-canvas-v-0-8.html

15. Exercise: connect the dots

16. assignment
Next time we’ll be looking at a method for (pre) calculating value
Consolidate the outcomes of this session.
What are the most attractive pains/gains to work on?
How would that value proposition work?
Think of a subject for your critique. Check with me next time you
see me...