Design, Develop and Deliver the RIGHT Value
Value is a perceptual measure and is complex since there are temporal aspects and a multitude of functional, emotional, and (sometimes) spiritual elements that come into play for a given scenario (for each individual). The problem organizations have with measuring value is that IT IS HARD!
So, they tend to look for "trends" or common patterns amongst sets of demographics (the bigger the demographic slice, the better) since they are looking to scale their value creation & value delivery capabilities. The problem we're seeing with shorter cycle times and increasingly diffuse value perceptions is that the industrial model (used to scale value creation & delivery) is becoming increasingly irrelevant. Hence the increase in marketing spend and "innovation" to find the next "big thing".
The good news is that The Value Enablement Group provides a proven discipline and process for capturing key elements of value (functional, emotional, directional, and contextual). These form a reference model for measuring value for any market (regardless of size) and for any scenario (when a service or product needs to be consumed). This reference model is built atop the work from Clayton Christensen (Harvard Prof.) on the Job to Get Done so we can build a consistent way to measure value to guide value creation and ensure the right value is delivered for all stakeholders.
Measuring the RIGHT Value
We know how to measure value and how to capture it to guide priorities and drive precision investment in change (incremental and innovation).
Start with a clear & precise understanding of what customers want
Semantics are key to preserving perspective
Contextual relevance mapped to scenarios
Establish a cartography for all stakeholder outcomes
A more complete model of opportunity
Build correlation while preserving fidelity
Create a holistic understanding around causality
Clarify the Value Gap (Desired versus Delivered Outcomes)
Balance value (needs & opportunities) across all stakeholders
Apply value measurement using an ecosystem approach
Model the Value Gap across all stakeholders
Translate value into design specifications
Engineer Requirements to ensure value targets are achieved
Focus on reuse to accelerate design and cycle time