consulting | research | contracting

Title: Vision – Making a good team GREAT

Facilitators: Angie Doyle | IQ Business @Doyle_AngieDillon Weyer | Scrum Sense @dmweyer

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welcome and introduction

Ag

en

da

welcome & introduction

what is a vision?

why do we need a vision?

the vision statement

the vision box

refreshments

the product vision model

the elevator pitch

the product vision board

common vision mistakes

closing

lunch

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what is a vision?

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“Would you tell me, please, which way I ought to go from here?“

"That depends a good deal on where you want to get to," said the Cat.

"I don't much care where -" said Alice.

"Then it doesn't matter which way you go," said the Cat.

“As long as I get somewhere," Alice added as an explanation.

"Oh, you're sure to do that," said the Cat, "if you only walk long enough.“

Lewis Carroll - Alice's Adventures in Wonderland

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what is a vision?

A Vision acts as the overarching goal, galvanizing and guiding people, it is

the product or project’s reason for being…

A good vision will answer the following questions:

1. Who is buying? Who is buying-in?

2. What needs will the project address? What value will it add?

3. What attributes are critical for success?

4. What are the unique selling points?

5. How are we going to make money?

6. Is it feasible?

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the business motivation model

ENDMEANS

VisionMission

Course of Action Desired Result

Goal

Objective

Strategy

Tactic

Makes Operative

Supported By

Achieved By

Channels efforts

Quantified

By

Planned

By

Implements

The Business Motivation Model – Object Management Group v 1.0

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why do we need a vision?

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how can a vision help us?

• Establish a common goal

• Set the building blocks for innovation

• Ensure we build the right things

• Create focus

• Tell a story, inspire people

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who should create the vision?

Everyone!

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what’s in it for me?

• Reduce rework

• Increase collaboration

• Increase outcome / value

• Increase customer satisfaction

• Help with making decisions

• Intrinsic motivator

• Self-organised teams

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true or false?

• If a project delivers the expected scope, it is a success…

• If a project succeeds in delivering the expected business goals, it is a success…

• If a project delivers the expected scope, but misses the business goal it is a

success…

• If a project succeeds in delivering the expected business goals, but the delivered

scope ends up being different from what was originally agreed and envisaged, it is

a success…

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exercise 1: create a new product

• In your teams, decide on a product that you will use during this workshop

• It can be a new product, or can also be something you are working on

• If you are stuck for an idea, let us know!

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the vision statement

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characteristics of a vision statement

• Shared and unifying

• Everyone in the project team should buy into it

• “A vision is truly shared when you and I have a similar picture and are committed to one

another having it, not just to each of us, individually having it” – Peter Senge 2006

• Broad and engaging

• It needs to inspire

• It needs to provide direction, but leave enough room for creativity

• It needs to be descriptive, but not specific

• Short and sweet

• Less is more

• Keep it brief and concise

• Clear and visible

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Through all of our products, services and relationships, we will add to life's enjoyment – Anheuser-Busch

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To provide access to the world’s information in one click –Google

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A just world without poverty –Oxfam

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Changing the World without changing the Earth –BioBag

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Capture and share the World’s moments –Instagram

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Equality for everyone –Human Rights Campaign

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Our vision is to put joy in kids’ hearts and a smile on parents’ faces – Toys 'R' Us

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Reebok is dedicated to providing each and every

athlete - from professional athletes to

recreational runners to kids on the playground -

with the opportunity, the products, and the

inspiration to achieve what they are capable of.

Everyone has the potential to do great things. As

a brand, Reebok has the unique opportunity to

help consumers, athletes and artists, partners

and employees fulfil their true potential and

reach heights they may have thought un-

reachable.

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A computer on every desktop in every home –Microsoft (1970’s)

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A computer in the hands of everyday people –Apple Computers (1970’s)

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• As a team, craft a vision statement for your project

• Remember to keep it:

• Shared and unifying

• Broad and engaging

• Inspirational

• Provide direction, but don’t over specify!

• Short and sweet

exercise 2: craft your vision statement

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the vision box

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• Project Name

• Who?

• Who are the target audience? Use language for your target audience

• What?

• What is the product?

• When?

• Understand stakeholders time expectations

• Where?

• Where will the product be used? Will it only be used in one area, or multiple areas of your

company?

• Why?

• Why buy this product? What are the unique selling points?

desirable characteristics of a vision box

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the vision box – preparation

• Cover the tables if you are expecting it to get messy!

• Provide sketch paper for rough paper prototypes

• Keep the boxes small

• Bring some sample boxes

• Ensure cross-functional teams of approx. 6 people

• Materials:

• One box per group

• Coloured markers, crayons, pencils, pens for each table

• Glitter glues

• Plain white and coloured paper for each table

• Stickers, embellishments

• Glue

• Modelling clay

• Etc.

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exercise 3: design the box • As a team, design the front and back of your vision box (side panels optional)

• Front:

• Product Name

• Some sort of graphic

• 3 key bullet points

• Include a short and snappy vision statement

• Back

• Detailed features on the back

• Operating Requirements

• Tips:

• Discuss and identify the REAL customer

• Don’t get distracted with technical information

• Use the desirable characteristics as a guide

Note: You will be asked to “sell” your product as a team

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the product vision model

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the product vision model

• For (target customer)

• Who (statement of the need or opportunity)

• The (product name) is a (product category)

• That (key benefit, compelling reason to buy)

• Unlike (primary competitive alternative)

• Our product (statement of primary differentiation)

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product vision model – sample

For mid-sized companies’ distribution warehouses who need advanced

carton movement functionality, the Supply-Robot is a robotically controlled

lifting and transferring system that provides dynamic warehouse reallocation

and truck loading of multi-sized cartons that reduces distribution costs and

loading time. Unlike competitive products, our product is highly automated

and aggressively priced.

For a mid-sized company’s marketing and sales departments who need

basic CRM functionality, the CRM-Innovator is a web-based service that

provides sales tracking, lead generation and sales representative support

features that improve customer relationships at critical touch points. Unlike

other services or package software products, our product provides very

capable services at a moderate cost.

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exercise 4: product vision model

• As a team, create a Product Vision Model for your product

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the elevator pitch

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the elevator pitch• Ask a question

• “Do you know how millions of people search Google every day using keywords to find what

they are looking for?”

• Say what it is you do

• “Well what I do is help business owners get their website ranked in the top position on

Google for keywords people would use to find their business online.”

• List the main benefit you give

• “This helps increase their revenue by bringing targeted leads directly to them.”

• Tips:

• Start with the Product Vision Model – it has all the information you need for a good elevator

pitch

• Iterate – edit it, rehearse it, practice it!

• Adjust the words to your audience

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the product vision board

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the product vision board

Vision Statement

Target Group

- Which market segment does the product address?

- Who do we believe we are trying to serve?

- Who is buying?- Who is buying in?

Needs

- Which needs does the product fulfil?

- What problems and pain points does the product remove?

- What benefits or gains does it create?

Product

- What are the 3 to 5 top features?

- Features must address needs identified!

- What are it’s unique selling points?

Value

- How is the product going to benefit the company?

e.g. Increase Revenue, enter a new market, develop the brand, reduce cost

Crisp, clear, concise summary of the vision/ idea. Say a lot in a few words! Don’t be generic!

www.romanpichler.com

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the product vision board - sample

Vision Statement

Target Group

Users: Product managers and product owners

Customers: Mid-size to large enterprises

Needs

Have an effective tool for creating UX-rich products while taking advantage of GreenHopperLeverage the existing investment; minimize the cost of acquiring a new tool

Product

Tablet app; data is held in GreenHopperLooks like a physical canvasProvide guidance and templates

Value

Open up a new revenue stream

Develop our brands and reputation

Develop a digital product canvas to help teams create great products

www.romanpichler.com

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exercise 5: product vision board

• Create a Product Vision Board for your product

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common vision mistakes• No Vision

• New features are added without consideration of the connection between them i.e. feature

soup

• Prophecy Vision

• Even with a vision, failure can and does happen – be prepared!

• Analysis Paralysis

• Extensive upfront market research

• Overly concerned with making fail-safe decisions

• Companies are not tolerant of failure and have a “get it right first time attitude”

• We know what is best for our customers

• Risk that reliance on management or technically excellent developers results in a product

that customers do not want

• Big is beautiful

• Too much functionality

• Big bang approach that cost lots of time and money and runs a high risk of failure

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benjamin von wong – the secret to success

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what story are you going to tell?