the red ocean disruption (rod) cycle: a continuous disruption roadmap for product innovators,...

#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing

q D: Define Problem q B: Build Solu1on q M: Measure Problem q A: Analyze Problem q  I: Improve Solu1on q L: Learn What’s Valued

Red Ocean DisrupFon (ROD) Cycle: DB-‐MAIL Red Ocean DisrupFon (ROD) Map for Product Innovators, Improvers, Planners, and Lean Startups

D: Define

B: Build

M: Measure

A: Analyze

I: Improve

L: Learn

Note: The ROD (DB-‐MAIL) Cycle is a synthesis of ideas from the Scien1fic Problem-‐Solving Process, Six Sigma’s “DMAIC” heuris1c, Eric Ries’s “Build-‐Measure-‐Learn (BML)” Loop, Kim & Mauborgne’s Blue Ocean Strategy, and Jean-‐Marie Dru’s Disrup1on.

Business Lifecycle Evolu1on 1.   Vision (Leap of Faith) Experiment Does the vision, cause, theme, or Job-‐To-‐Get-‐Done of the project empower the targeted customers (co-‐creators)?

2.   Problem-‐SoluFon Experiment Would a minimum viable product/service (prototype) solve a validated Big Urgent Market Problem (BUMP)? 3. Product-‐Market Experiment Is the proposed (more featured) product/service/business model effecJvely and profitably solving the Big Urgent Market Problem (BUMP)? 4.   Business Model OpFmizaFon &

Scaling Experiment Can defects or waste in processes be rapidly and cost-‐effecJvely eliminated, i.e., brought to the level of Six Sigma (3.4 defects in 1,000,000)? Can the business model be scaled or repeated? 5.   Business Model Renewal/

Ecosystem DisrupFon Experiment How best to disrupt exisJng (matured) product/service/business model?

ROD Cycle for

Each EvoluJon/Experiment (Project): DB-‐MAIL


10 Topics of the Red Ocean DisrupFon (ROD) Map Linear Layout of Storycards for Worksheet of the Red Ocean Disrup1on (ROD) Cycle

①  Project Vision/Outcome

②  Customer (Segment/Base)

③  Goal/Strategy/Job-‐To-‐Get-‐Done

④  Conven1onal Tool (Product/Service/Business Model)

⑤  Define Problem

⑥  Build Solu1on

⑦  Measure Problem

⑧  Analyze Problem

⑨  Improve Solu1on

⑩  Learn What’s Valued













WHY-‐Storycard

WHO-‐Storycard

HOW-‐Storycards

WHAT-‐Storycards

3W













“Project Charter” InformaJon

ROD Cycle (DB-‐MAIL) For ConJnuous DisrupJon


10 Storycards of the Red Ocean DisrupFon (ROD) Map Linear Layout of Storycards for Worksheet of the Red Ocean Disrup1on (ROD) Cycle

Project Vision/Outcome

ConvenFonal Tool (Product/Service/Business Model)

Customer (Segment/Base)

Goal/Strategy/Job-‐To-‐Get-‐Done

L: Learn What’s Valued

I: Improve SoluFon

A: Analyze Problem

M: Measure Problem

B: Build SoluFon

D: Define Problem (Needs) Note A “storycard” is preferably rectangular and/or modular. However, a storycard can have any shape and be of any size. Common storycards include the following: q  Index cards q Paper q Posters q Post-‐It notes q Business cards q Playing cards q Tiles; Blocks q Digital screen/page


10 Topics of the Red Ocean DisrupFon (ROD) Map Grid Layout of Storycards for Worksheet of the Red Ocean Disrup1on (ROD) Cycle

RED OCEAN DISRUPTION (ROD) MAP: 10 Topics

1 Project Vision/Outcome

2 Customer (Segment/ Base)

3 Goal/Strategy/ Job-‐To-‐Get-‐Done

4 Conven1onal Tool (Product/Service/Busi-‐ ness Model)

5 Define Problem

6 Build Solu1on

7 Measure Problem

8 Analyze Problem

9 Improve Solu1on

10 Learn What’s Valued


10 Topics of the Red Ocean DisrupFon (ROD) Map Direct Rela1onship With Other Project Planning and Management Tools


SIX SIGMA: DMAIC Heuris1c

LEAN STARTUP: BML Heuris1c

LEAN CANVAS: Topics

VALUE PROP. CANVAS: Topics

PROJECT CHARTER: Specs.


ü 


ü  (Customer Segments)

ü  (Customer Segment)

ü 


ü  (Customer Job(s))

ü 


ü  (ExisJng Alterna-‐Jves)

ü  (Products & Services)

ü 

5 Define Problem ü  (Define) ü  (Problem) ü  (Pains) ü  6 Build Solu1on ü  (Build) ü  (Solu1on) ü  (Relievers) 7 Measure Problem ü  (Measure) ü  (Measure) ü  (Metrics)

8 Analyze Problem ü  (Analyze) 9 Improve Solu1on ü  (Improve)

10 Learn What’s Valued ü  (Control) ü  (Learn)


10 Topics of the Red Ocean DisrupFon (ROD) Map Direct Rela1onship With Other Project Planning and Management Tools in Eric Ries’s Book, “The Lean Startup”


VISION-‐STRATEGY-‐PRODUCT

CUSTOMER ARCHETYPE

ANALOG/ ANTILOG

MINIMUM VALUABLE PRODUCT

INNOVA-‐TION ACCOUNT


ü  (Vision)


ü  (Customer Archetype)


ü  (Strategy)


ü  (Product) ü  (Analog/An1log)

5 Define Problem

6 Build Solu1on ü  (MVP) 7 Measure Problem

8 Analyze Problem

9 Improve Solu1on

10 Learn What’s Valued ü 


10 Topics of the Red Ocean DisrupFon (ROD) Map Direct Rela1onship With Healthcare Project Planning and Management Tools: 5Ps of a Clinical Microsystem


PURPOSE/ AIM

PATIENTS

PROCESSES (Core/ SupporFng)

PROFESSION-‐ALS

PERFOR-‐MANCE PATTERNS


ü  (Purpose/ Aim)


ü  (Pa1ents)


ü  (Perf.)


ü  (Process-‐es)

ü  (Pro-‐fessionals)

5 Define Problem

6 Build Solu1on 7 Measure Problem ü  (Perf.) 8 Analyze Problem

9 Improve Solu1on

10 Learn What’s Valued


D: Define Problem (Needs)

B: Build Solu1on (Pilot)

M: Measure Problem (Effect)

A: Analyze Problem

I: Improve Solu1on


Customer Story (Market-‐focus)

Business Story (Product/Industry-‐Focus)

Learning Story

Project Vision (Cause/Final Result/Outcome): ……………………….…………..………………………………………………………..…………………..…..…… Customer (Segment/Base/“Tribe”/Benefactor): …..…………………………………………….….……….………..……………………………..…………..…… Goal/Strategy/Job-‐To-‐Get-‐Done: …………………...…………..…………………………………………………………..……………..….…………………………….…… Conven1onal Tool (Product/Service/Business Model): ………………………………..…….……………………………………………………………………..

q Vision Experiment q Problem-‐SoluFon Experiment q Product-‐Market Experiment q OpFmizaFon & Scaling q Renewal

Red Ocean DisrupFon (ROD) Map Hybrid Layout of Storycards for Worksheet of the Red Ocean Disrup1on (ROD) Cycle

Date: ………………………..….





A: Analyze Problem

I: Improve Solu1on




Learning Story



Date: ………………………..….






A: Analyze Problem

I: Improve Solu1on




Learning Story



Date: ………………………..….

Experim

ent/

Evolu0

on/

Cycle 1

Experim

ent/

Evolu0

on/

Cycle 2

Experim

ent/

Evolu0

on/

Cycle …



5 ApplicaFons of the Red Ocean DisrupFon (ROD) Map Red Ocean Disrup1on (ROD) Cycle: DB-‐MAIL

VISION DOCUMENTATION, PLANNING, EXECUTION, AND PRESENTATION

BUSINESS MODEL IMPROVEMENT: Lean/Six Sigma Projects; Process/Product/Service Improvement Projects

BUSINESS MODEL DISRUPTION (INNOVATION): Lean Startup Projects; Process/Product/Service Innova1on Projects

BUSINESS/STRATEGIC PLANNING: Business Plan Projects; Strategic Plan Projects

BRAND DISRUPTION: Brand Reinven1on/Disrup1on Projects; Disrup1ve Marke1ng Projects

You can use the Red Ocean Disrup1on (ROD) Cycle or Map to rapidly and cost effec1vely do the following projects:

q D: Define Problem q B: Build Solu1on q M: Measure Problem q A: Analyze Problem q  I: Improve Solu1on q L: Learn What’s Valued

the red ocean disruption (rod) cycle: a continuous disruption roadmap for product innovators,...

Business

measureproblem qa

buildsolu1on qm

deneproblem qb

analyzeproblem qi

improvesolu1on ql

deneproblemneeds b