Value realization process and one of the most important thing

To make the world a little better, good change will surely occur by putting good things in the world. If there is a good change it is said that a good reward will be returned to you and a good change will occur myself (from Mr. Shinichiro Yamaki’s “Creating a Concept”)

In a product/service, If we can provide value to users, be a fan, get compensation and continue business, we approach our vision. We say “SEN GI KOH RI” in our company. It means like “Give and take”. It can be said “Value Realization”

There are various ways to offer users, such as problem solving and value creation, but what kind of process do you follow? Mr. Ando taught me the process “Value Discovery → Value Realization → Value Transmission”. I reconsidered myself and drew a new process to realize value.

The process of “Value Realization”

“Value Discovery” Phase

All you have to create things of value, does not begin and does not find the value. You will begin with finding out what value it is while trial and error. You will interview the depth, investigate ethnography, prototyping, and try it for various experiments.

“Value Expression” Phase

When you find the value, you need to make it a product/serivce that felt its value by developing features and UI. We will make details such as features, UI, interaction and animation with designers, engineers, mainly PM.

“Value Transmission” Phase

At the end of development, the user can not use it. We communicate the developed product/service to users, and users start using it by attracting interest. We will create a community, social operation, advertisement, real event, business presentation etc.

“Value Provision” Phase

It is important to take communication and improve the quality by kaizen for keeping user retention. User support, kaizen from inquiries, analytics numbers and kaizen. Then you can continue by selling out.

When these four are connected, “Value Realization” can be done. It is the same as being approaching the vision.

The process of “Value Realization” (Agile version)

I think the point of this process is parallel, not line, by my both experiences. Recently agile development already is done, so I tried to draw an updated version considering that.

Value discovery phase as starting point and Value realization phase as the goal does not change. Starting from Values discovery phase, This process continues to adjust the direction by the product/service development and marketing like a cycle.
I tried to draw the image that both Features/UIs and marketing/sales are also required to kaizen about continuing to express, transmit and provide.

Create “Common Languages” for the team not to get lost

In the case of Maestro-oriented, he could be done it alone, make decisions and issue instructions and promote speedy. Today it’s proceeded by team, because it has various fields such as marketing, data science, video and event planning, not only service/product development. Especially, I think that product/service development and marketing often become different teams, the degree of relevance is high. In that case, it is difficult to have consistency. It’s said that when product/service and marketing are not consistent, The users leave soon and not come first. The important thing is “Common Languages make great teams for not getting a lost by common understanding and common recognition” for team consistent.

It is necessary to positively share persona, lean canvas, CJM and concept sheets etc. Then, the information (documents) becomes a common language, and It can take a consistent communication. So there is common recognition, work should be smooth.
So, you should take the initiative to make documents that are common language. And you should consciously communicate with the team using common language. Therefore, we should take the initiative to develop materials that become common language. And, consciously should communicate with team using common language. It would be nice if you could create good teams these ways and relationships that would not make documents that could not be common languages as much as possible.
If the marketing teams tried talking with the product team, they may find something discovery.

I posted a Japanese article on how to use several frameworks that can be common language. I will publish templates in the next article.

This article is an English translation of this Japanese article at Mar 13th 2018.