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Value Proposition Canvas

Needfinding for Disruptive Innovation

Part One of the Needfinding/Ideation/MVP Creation Charette

Christina Wodtke
Oct 6, 2016 · 8 min read
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From Eager Seller, Stony Buyers

Fragmenting

Start with fragmenting: making your data modular. Most of my terms for activites are from Karl Fast, including this one, fragmenting. Karl is a proponent of distributed cognition, i.e. using your body and the world to think more effectively.

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From a workshop and upcoming book, Design for Understanding, by Karl Fast and Stephen P. Anderson.

Chunking (Affinity Grouping)

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An affinity mapping session at General Assembly, NYC.
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It can get kind crazy…

Frequency Chunking

Take your group to post-its and order them by size, biggest group on top and smallest on the bottom. Try to make them look a bit like a chart.

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War room photo courtesy of by Kevin M Hoffman photo

Timeline chunking

No one wants to rearrange all those post-its again. But this is almost always the first big “a-ha” moment. When you arrange the post-its by when they happen in the process, you often discover there are moments that your customers don’t talk about. For example, when we talk about travel, customers frequently talk about planning and being there, but rarely about returning and how they handle their memories.

Mapping

Mapping is a technique that uses pre-existing knowledge maps (a.k.a Canvases like the Business Model Canvas) to guide insight creation/collection.

The Frequency/Passion Canvas

Steve Blank once made an offhand comment that you should rank your opportunities by how often they happened in your customer’s life and how strongly the customer felt about it. About a year later, I heard publisher Ray Bard talk about what topics to publish books on, and he used the ocean/well/swamp/desert analogy. Thus this canvas was born.

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Filtering

Run the frequency-passion matrix multiple times to filter down to the most desirable ideas. Participants should take out everything in the left and lower right, and redistribute the top right post-its to narrow down ideas to the highest value ones. If anyone loves loves loves an idea in the lower right or upper left, they can set it aside in a “parking lot” to explore later.

Empathy Map

Created by Dave Gray, it’s well documented in the Gamestorming blog post, Empathy Mapping.

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Value Proposition Canvas

This is an exciting moment. I use the Value Proposition Canvas to move from synthesis to ideation. I.e. we’re almost done analyzing our data, and we’re ready to start thinking up products and services!

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The Creative Founder : SpinClass edition [Fall 2019]

This is a publication to collect the writings of the…

Christina Wodtke

Written by

Designing business, and the business of design. www.eleganthack.com

The Creative Founder : SpinClass edition [Fall 2019]

This is a publication to collect the writings of the Creative Founder class at CCA. (Logo credit: Wheel by Miriam Rj from the Noun Project)

Christina Wodtke

Written by

Designing business, and the business of design. www.eleganthack.com

The Creative Founder : SpinClass edition [Fall 2019]

This is a publication to collect the writings of the Creative Founder class at CCA. (Logo credit: Wheel by Miriam Rj from the Noun Project)

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