Value drivenbusinesstransformationapproach 2019 (Takumi Method)
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The document outlines a value-driven business transformation approach emphasizing the need to start business design from value to achieve effective stakeholder collaboration. It promotes a method that visualizes value through multiple models and ensures traceability from value to actionable steps. Additionally, the approach is applicable at various design levels, fostering alignment between organizational goals and societal good.
Value drivenbusinesstransformationapproach 2019 (Takumi Method)
- 1. Value Driven Business Transformation Approach Junzo Hagimto, Takumi Business Place Co. Koji Shiota, CreaVision Ltd. 1 © Takumi Business Place & CreaVision Ltd. ｰ Start from Value Design -
- 2. 2 © Takumi Business Place & CreaVision Ltd. Junzo Hagimoto Chairman&Methologist, Takumi Business Place Inc. Koji Shiota MBA, CBAP, PgMP, BRMP VP, IIBA Japan Chapter President&CEO, CreaVision Ltd.
- 3. Today’s Key Messages • Today’s business context requires the business design approach to start from VALUE • Design, empathize and make a consensus about future value with all related parties for successful business design • We need the method to visualize value by multiple models and to make the chain from value to action traceable • For creation of better future of the society, we associate myself/organization with the society when conducting business design • We need a method applicable to any level of design such as micro or macro design
- 4. 1. Requirement for Today’s Business Design 2. Overview of Our Approach 3. Philosophy of Our Approach 4. Our Design Method Agenda 4 © Takumi Business Place & CreaVision Ltd.
- 5. Requirement for Today’s Business Design 1 5 © Takumi Business Place & CreaVision Ltd.
- 6. © Takumi Business Place & CreaVision Ltd. 6 Today’s Business Environment • IT enables “Co-Creation of Value” across stakeholders. • Business requires “Common Good” as Social Value to achieve rather than consuming resources or pursuing monetary benefit. • Today’s business transformation cannot be achieved through single project. Program need to build consensus for Program Intent across wider stakeholders and share it across decomposed projects. • Only product-out mindset does not work. Just following customer voice, neither.
- 7. Requirement for business design method １．Balance variety of stakeholders’ value realization Not realize only single stakeholder’s value. Design To-Be value to each stakeholder ２．Can apply any type of project (Big, Small, etc) and contribute to continuous evolution of the business. ３．Can design Future Value Design Future Value to deal with business and social environment change (Not the approach of current problem analysis and resolution. Design Future and Current value first, then create Strategy and Action ) 7 ４．Design Value from 2 viewpoints Seeds Design : Design our own Vision and Concept Needs Design : Design stakeholders’ future value including customers © Takumi Business Place & CreaVision Ltd.
- 8. Traditional Methods Challenges １．Not starting from Value and disconnected between Value(Why) and Requirement(What). - Need a simple method to connect and trace Value, Requirement, Business Operation, Action Plan ２．Starting with Given Strategy does not provide “excited devotion” to employees. - Strategy is How. ‘How’ does not stimulate motivation deep inside. - Contribution opportunity to Customer/Business Value Creation stimulates interest from the heart 8 Traditional Methods are; © Takumi Business Place & CreaVision Ltd.
- 9. Overview of Our Approach ２ 9 © Takumi Business Place & CreaVision Ltd.
- 10. Business development activity for the future 10 Value Creation Value Business Operation Action Plan Require ment Project Activity Ｐ Ｄ Ｃ Ａ Second cycle (Activity cycle) Develop a valuable and realizable plan First cycle (value creation cycle) Visualize values for sharing and valuation Create high-value and feasible projects © Takumi Business Place & CreaVision Ltd.
- 11. Our Business Method Approach 11 Takumi Method © Takumi Business Place & CreaVision Ltd.
- 12. © Takumi Business Place & CreaVision Ltd. 12 BABOK v3 Business Analysis Core Concept Model Change Needs Value Context Solutions Stakeholder Start with Value
- 13. Our Approach and BACCM © Takumi Business Place & CreaVision Ltd. 13 Stimulate Motive to change Take action Derive Value Requirements Structure Action Plan Current Situation Ideal State Business processBusiness Value Business Requirements Planning for value realization Stakeholder Needs Value Stakeholder Context Change Solutions
- 14. Philosophy of Our Approach 2 14 © Takumi Business Place & CreaVision Ltd.
- 15. 1. Design everything between yourself and society 15 • Value leads to Strategy, Business, IT and Action, while they are validated by Value. • Value, Strategic Requirement, Business Requirement, IT Requirement, Action Plan need to be traceable. (Those elements are connected with traceability) Strategic Requirement Business Requirement IT Requirement Action PlanValue © Takumi Business Place & CreaVision Ltd.
- 16. Hokusai Katsushika (1760~1849) Fractal structure © Takumi Business Place & CreaVision Ltd. NHK 2017 Hokusai uchu wo egaku. A representative UKIYOE artist in japan. His masterpieces influenced Western art. 2. Fractal is the true nature of things
- 17. 17 価値 創造 価値 業務 活動 要求 価値 創造 価値 業務 活動 要求 Proje ct作 業 Ｐ Ｄ Ｃ Ａ Proje ct作 業 Ｐ Ｄ Ｃ Ａ Ｐ Ｄ Ｃ Ａ Proje ct作 業 Ｐ Ｄ Ｃ Ａ Ｐ Ｄ Ｃ Ａ Project Design PDCA PDCA Val ue Busi ness Act ion Reqea ments Program/Product Design 価値 創造 価値 業務 活動 要求 Project Design Project next Version 2. Fractal is the true nature of things Important is “Principle of applying the same method to micro and macro projects”. (Intent & Knowledge inheritance) © Takumi Business Place & CreaVision Ltd. Iterative Development Iterative Operation Improvement (KAIZEN)Value Creation Value Business Operation Action Plan Requir ement Value Creation Cycle
- 18. 18 ２． Fractal is the true nature of things Requirement Family Product Service Company Customer Company Community Yourself Manufacturing Organization Customer Society Friend People Japan World Current value Future value Vision Concept Action Project’s point of view Product’s values Day by day improvement Changing awareness Future Business Current Business Current Values Values important for the future Good design of business product/service is found when our personal intent is aligned with future social value realization. © Takumi Business Place & CreaVision Ltd.
- 19. Our Design Method ３ 19 © Takumi Business Place & CreaVision Ltd.
- 20. Our Business Method Approach 20 Takumi Method © Takumi Business Place & CreaVision Ltd.
- 21. 21 Product Architecture Product Concept Vision Direction What is necessary? （Flow of what） Generate ‘What’ from ‘How’ Users Adjust balance between ‘Needs’ and ‘Seeds’ ◆Value Analysis Model Objective Visualize user’s value and connect value to project objective Vision ◆Value Design Model Scenario Reinforcing “Needs” and ‘Seeds’ (Seeds design) (Needs design) Design and grow ‘Future Needs’ iteratively through finding gap between “Seeds” and ‘Needs’ © Takumi Business Place & CreaVision Ltd. Promoting and branding ‘Needs’ from ‘Seeds’ It is important in the age of information flood!
- 22. 22 • Something having “STORY” attracts people • Story of value leads to Deeper Value that sustains for long • Value Design Model designs the Story Product Price Functionality Design Surface Value Deeper Value Easy to recognize Win the hearts and minds of people unknowingly Value Sustainability LongerShorter Story of the corporation (Apple) Story of Founder (Way of living of Steve Jobs) Story of Product (Concept Evolution of the iPhone) User experience of the product Why design “Seeds” Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd.
- 23. ３Concept Design Meaning Words Value Design Model The Value Design Model brings out business values and improves branding strategy. It emphasizes advantages and improves the attractiveness of your project (or product). 23 Value Requirements Action Current Ideal future current Concept1 Concept2 Concept3 Story Story Vision Vision Design Words Meaning
- 24. 1.Visualize and share the intent of the project clearly 2.Promote our value to external and internal stakeholders (Branding) Benefits of a ‘Value Design Model’ Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd.
- 25. Sales innovation project Example of ‘Value Design Model’ 25 Value Requirements Action Current Ideal
- 26. Create the Vision after 3-5 years 2. ３ Concepts Create 3 key Concepts to realize Vision 3. Word Describe the design target entity (*) as a whole by an attractive phrase. Catchy sales copy. 4. Meaning Describe the background and mission of the design target entity(*). How to design a ‘Value Design Model’ Logo design to express the design target entity(*) Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd. 26 (*) “The design target entity” means Project, Product, Program, Team, Enterprise, Division, Personal, etc
- 27. Example of ‘Value Design Model’ (BMW Product concept design) Vision Concept Design Meaning Words Story The BMW brand epitomizes Sheer Driving Pleasure Intelligence Safety Sporty It is not just transport machine., but give us fun of driving Winner of engine of the year Craftsmanship Highly emotional Connection between a BMW and its driver Concept Concept Digital Companion. Alive Geometry. Boost and Ease. Value Requirements Action Current Ideal Take the BMW concept as an example!
- 28. When we initiate the new business, it is the most important to - empathize the key stakeholders - design their future values - realize them in a balanced manner Essence of Value Analysis Model - Needs Design - Value Requirements Action Current Ideal 28 Stakeholder Model Value Analysis Model© Takumi Business Place & CreaVision Ltd. Overview key stakeholders’ relationship and their pain/happy points
- 29. 1.Create stakeholders’ “Happy” with all members’ effort 2.Utilize for promotion to buy in stakeholders 3.Validate how and to which stakeholders our ideas contribute 4.Validate how project objectives contribute to stakeholders’ value Benefits of a ‘Value Analysis Model’ Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd.
- 30. related people. How to design a ‘Value Analysis Model’ Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd. 30
- 31. Sales innovation project Example of ‘Value Analysis Model’ Tenant Owner（client） Intermediary section Maintenance section Accounting and Human resource section Executive Information System section Value Requirements Action Current Ideal Stakeholder Value description 31 © Takumi Business Place & CreaVision Ltd.
- 32. Tenant Owner（client） Intermediary section Maintenance section AccoInformation System section Stakeholder Value description 32 配布用には いれない © Takumi Business Place & CreaVision Ltd.
- 33. 33 Example of ‘Value Analysis Model’ SB4BS Project design SB4BS（ Software Engineering for Business and Society ） Waseda Univ. Prof. Washizaki Takumi Business Place Hagimoto Eiwa System Management Hiranabe © Takumi Business Place & CreaVision Ltd.
- 34. 34 Strategic Requirement Business Requirement IT Requirement Vision Concepts Level Level Objectives Level Operation level Tactics level Use ‘Vision’ and ‘Concept’ from Value Design Model Use ‘Objective’ from Value Analysis Model How to create Requirement Analysis Tree Use the value description of the Value Analysis Model Value Requirem ents Action Current Ideal © Takumi Business Place & CreaVision Ltd. Action Action Value Design Model, Value Analysis Model) a base model of Requirement Analysis Tree can be created Requirement Analysis Tree
- 35. Strategic Requirement Strategy of the design target entity(*) is described in tree- shaped structure. This is usually 3 layers tree created by combining the elements of Value Design Model and Value Analysis Model. 2. Business Requirement This is business requirement that is lower level of requirement under Strategic Requirement. 1 or 2 layers of breakdown is appropriate. 3. IT Requirement This is IT requirement that is lower level of requirement under Business Requirement. 1 layer is appropriate. There can be no IT requirement. 4. Action Necessary actions to realize Business Requirement and IT Requirement. How to design a ‘Requirement Analysis Tree ’ Value Requirements Action Current Ideal © Takumi Business Place & CreaVision Ltd. 35 Point : Upper stream and down stream requirements are described as a chain of aim and means Aim Means/Aim Means (*) “The design target entity” means Project, Product, Program, Team, Enterprise, Division, Personal, etc Means/Aim
- 36. Example of ‘Requirement Analysis Tree ’ Provide comfortable living environment Enhance the corporate brand image in the real estate business market Establish new services due to internal collaboration Sales activity efficiency Establish new real estate brand Improve CS(Customer Satisfaction) Enhance promotion Improve ability to make proposals Increasing internal cooperation between deferent departments Sales process optimization Business fast judgment Strategic Requirement Business requirement IT Requirement Action Early grasp of customer situation Accurately grasp customer's information Intermediation service and maintenance service integration Maintain customer information centrally Visualize sales activity Visualize management infomation Analysis of customer information and examination of sales activity use Establishing integrated services Analysis of information to be utilized Interview of management mission Alert show of maintenance information Salesperson can refer anytime, anywhere IT conversion of daily report Selection of BI tool Launch of new real estate brand Visualization of status by IT Establishment of integrated service team Mobile phone application Introduction of cloud sales support system Make of organization crossing team for utilization analysis 36 Value Requireme nts Action Current Ideal Sales innovation project
- 37. How to make a model iteratively © Takumi Business Place & CreaVision Ltd. 37 7.Action 1. Make Requirements Value Requirements Structure Action 3.Stimulate 4.Motive to change Current Situation Ideal State 5.feedback 8.feedback 2. 1st Feedback 6. 2nd Feedback 9. ３rd Feedback
- 38. © Takumi Business Place & CreaVision Ltd. 38 Value Analysis Model Value Design Model Requirement Analysis Tree Go back and forth between emotional & logical thinking emotional thinking logical thinking
- 40. Example of ‘Requirement Analysis Tree ’ Redesign of IT Division of the company Value Requiremen ts Action Current Ideal NDS Corp.
- 41. Goal design model(Excerpt) Redesign of Human Resource Division of the company Value Requirements Action Current Ideal NPO Florence
- 42. Take away • Today’s business context requires the business design approach to start from VALUE • Design, empathize and make a consensus about future value with all related parties for successful business design • We need the method to visualize value by multiple models and to make the chain from value to action traceable • For creation of better future of the society, we associate myself/organization with the society when conducting business design • We need a method applicable to any level of design such as micro or macro design • ※Please freely design future with our method (Takumi Method) as it is open method.
- 43. Thank you! 43 Takumi Method © Takumi Business Place & CreaVision Ltd.