Are you driving your business or just driving around the block? ~ Shannon Byrne Susko. Imagine you packed your team into a bus for an impromptu trip. The first question you would get is, “Where are we going?” and then someone would ask, “How long will it take to get there?”. Then you might get asked, “What’s our first stop?” and “Do we have enough fuel to get there?”
Those are excellent questions to answer for your team whether getting ready for a road trip, or (more relevant) when clarifying the evolving strategy of your business during times of unplanned change.
Teams appreciate the current journey was unforeseen, and together you can co-create and evolve your roadmap.
To support your efforts, here are five design exercises that we’ve tried and that we recommend: 1. Point of View (what customers need) and Business Model Canvas (insights about customers) First define a Point of View with who your customers are, what they need, and what insights you have about them. Next use the Business Model Canvas to understand your business model and gain more insights into the customers you serve, your value proposition and more.
2. Empathy Map (deeper customer insights) This tool helps you go beyond standard customer demographic data to form a better understanding of their environment, behaviour, concerns and aspirations. Identify what your customer is truly willing to pay for.
3. “What if…” and “How might we…” Questions (questions to provoke meaningful ideas) If the status quo is stifling imagination, one way to overcome this is to ask “what if…” questions to break free of constraints. A set of “How might we…” questions is one of the best ways to open up a brainstorming or other ideation session.
4. Five Bold Steps Vision Canvas (shared agreement to make future-oriented change) If you want to make positive, future-oriented change in your organisation, you’ll need a shared agreement of your vision and steps to get there. Your initial vision statement should stand out as a reminder of what you’re trying to achieve together.
5. 3HAG (framework for strategic execution) Your 3HAG - 3 Year Highly Achievable Goal - is your clear and visible map for the near term. It serves as a twelve-quarter-by-quarter framework for the next thirty-six months of forward movement.
If you’re evolving your business, what approach are you using?
Shannon Byrne Susko, 3HAG WAY: The Strategic Execution System that ensures your strategy is not a Wild-Ass-Guess! 2018, Shannon Byrne Susko.
Patrick Van Der Pijl, Justin Lokitz and Lisa Kay Solomon, Design a Better Business. 2016, John Wiley & Sons.
Alexander Osterwalder and Yves Pigneur, Business Model Generation. 2010, John Wiley & Sons.
Interactive Design Foundation, https://www.interaction-design.org/. 2020.