Focus on Value Creation

www.agile42.com | All rights reserved. Copyright © 2007 - 2021.
Focus on Value Creation
Find out what your customers actually need and how to get it to them

Webinar

13.01.2021

agile42 | the agile coaching company www.agile42.com | All rights reserved. Copyright © 2007 - 2021.
ORGANIC agility webinars
• Part 1: Why your company will fail in 2020

• Part 2: Building blocks for a resilient organization

• Part 3: Leadership in complex environments

• Part 4: Archetypes: mapping organization, culture and leadership

• Part 5: Cultural Awareness & Coherence (Principle #1)

• Part 6: A decision making approach for resilience (Principle #2)

• Part 7: Focus on Value Creation (Principle #3)

• Feb 2021 - Part 8: Validate changes in small increments (Principle #4)

• Q2/2021 - Part 9: Optimize the value flow (Principle #5)
Find all our past webinars here:
https://www.agile42.com/en/webinar/

On using Zoom
• Feel free to chat

• Questions with Q&A

• We are recording and publish webinar on Youtube

• Email to participants with link of recording and slides

agile42 | the agile coaching company www.agile42.com | All rights reserved. Copyright © 2007 - 2021
Lasse Ziegler
Leadership & agility Coach and Trainer 
agile42 Finland 
lasse.ziegler@agile42.com 
+358 40 772700
1

https://www.linkedin.com/in/lasseziegler

www.agile42.com - www.organic-agility.com  
@agile42/coaches

You can find all our past and future webinars here:

https://www.agile42.com/en/webinar/
From previous webinars
Photo by James Wheeler on Unsplash

agile42 | the agile coaching company www.agile42.com | All rights reserved. Copyright © 2007 - 2021.agile42 | the agile coaching company www.agile42.com | All rights reserved. Copyright © 2007 - 2021.
Shifting the
Metaphor
• From mechanical to organic

ORGANIC
agility

Crossing the Chasm- Geo
ff
rey A. Moore
Market cycle length: used to be 15-30 years, now 5-7 years

Cynefi n

There are two sides to this equation:

1. The organization needs to understand what
value is

2. The organization needs to understand how to
create value
A successful organization must be good
at delivering value to customers
Photo by bruce mars on Unsplash

What is value?

What does the market we are targeting recognized as
value?

What do our customers describe as valuable?
The organization needs to understand
what value is
Photo by Đức Mạnh on Unsplash

De
fi
nition of Value
1) the monetary worth of something

2) a fair return or equivalent in goods, services, or money for
something exchanged

3) relative worth, utility, or importance

4) something (such as a principle or quality) intrinsically valuable or
desirable

From: https://www.merriam-webster.com/dictionary/value
Image by mohamed Hassan from Pixabay

Organization value vs customer value
• Customers value, and not what an organization think the
customers would value

• Finding out customer value can be very challenging. Asking
customers o
ft
en does not work.

• Be careful of assuming you know what you customers value

• What customers value today (or yesterday) might not be
what they value tomorrow

• How do you know you are talking to the right customers?
Photo by Jennifer Bedoya on Unsplash

Poll:

Customer value and Cyne
fi
n
• Is the question “What is customer value?”

1. clear

2. complicated

3. complex

4. chaotic

• Depending on where you see this question you need to
chose a di
ff
erent approach to finding the answer

Customer value and market
• Value depends on where the product is on the market
curve

• Innovators and Early Adopters - New and innnovative
cutting edge features

• Early Majority - Solves most of my problems. Solution is
low risk.

• Late Majority and Laggards - Has everything you could
possibly want and it just works

A couple of example tools:

• Value Stream Discovery

• Competency Mapping
The organization needs to understand
how to create value
Photo by Josue Isai Ramos Figueroa on Unsplash

Value Stream Discovery
• Value stream discovery is a technique which allows to identify
values streams and their target groups based on market analysis
and scenario validation.

• Start with the customer not a process

• 5 Steps:

• Create & validate scenarios

• Extract needs and reason for dissatisfaction

• Aggregate Personas into Target Groups

• Create the Value Streams

• Activity Mapping
Photo by Nathan Anderson on Unsplash

Competency Mapping
• Competency Mapping is a technique to enable an organization to
understand how existing capabilities are mapped against value stream
needs.

• Self-Assessment, Peer review and Group presentation

• 5 levels of competency

• Using competency mapping and activity mapping you can then organize
into teams for deliverying value
Photo by Annie Spratt on Unsplash

Should customer value be delivered?

1. e
ff
ectively - in such a manner as to achieve a desired
result

2. e
ff
iciently - in a way that achieves maximum
productivity with minimum wasted e
ff
ort or expense
Poll: Effectivness vs ef
fi
ciency
Photo by Tim Gouw on Unsplash

ORGANIC agility
Foundations
ORGANIC agility Foundation valid for Certi
fi
ed Agile Leadership -
Essentials, Teams & Organizations
Upcoming remote trainings for EMEA:

• 8.2 - 11.2.2021

• 6.4 - 9.4.2021

Register at:

https://www.agile42.com/en/training/list/CAL-E-T-O/organic-agility-
foundation-valid-for-certi
fi
ed-agile-leadership-essentials-teams-organizations

agile42 | the agile coaching company www.agile42.com | All rights reserved. Copyright © 2007 - 2021
Questions?
and some answer
s

Please use the Zoom Q&A to ask questions
Photo by Evan Dennis on Unsplash

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