the red ocean disruption (rod) cycle: a continuous disruption roadmap for product innovators,...
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#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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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
“Project Charter” InformaJon
ROD Cycle (DB-‐MAIL) For ConJnuous DisrupJon
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
10 Topics of the Red Ocean DisrupFon (ROD) Map Direct Rela1onship With Other Project Planning and Management Tools
RED OCEAN DISRUPTION (ROD) MAP: 10 Topics
SIX SIGMA: DMAIC Heuris1c
LEAN STARTUP: BML Heuris1c
LEAN CANVAS: Topics
VALUE PROP. CANVAS: Topics
PROJECT CHARTER: Specs.
1 Project Vision/Outcome
ü
2 Customer (Segment/ Base)
ü (Customer Segments)
ü (Customer Segment)
ü
3 Goal/Strategy/ Job-‐To-‐Get-‐Done
ü (Customer Job(s))
ü
4 Conven1onal Tool (Product/Service/Busi-‐ ness Model)
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)
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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”
RED OCEAN DISRUPTION (ROD) MAP: 10 Topics
VISION-‐STRATEGY-‐PRODUCT
CUSTOMER ARCHETYPE
ANALOG/ ANTILOG
MINIMUM VALUABLE PRODUCT
INNOVA-‐TION ACCOUNT
1 Project Vision/Outcome
ü (Vision)
2 Customer (Segment/ Base)
ü (Customer Archetype)
3 Goal/Strategy/ Job-‐To-‐Get-‐Done
ü (Strategy)
4 Conven1onal Tool (Product/Service/Busi-‐ ness Model)
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
10 Topics of the Red Ocean DisrupFon (ROD) Map Direct Rela1onship With Healthcare Project Planning and Management Tools: 5Ps of a Clinical Microsystem
RED OCEAN DISRUPTION (ROD) MAP: 10 Topics
PURPOSE/ AIM
PATIENTS
PROCESSES (Core/ SupporFng)
PROFESSION-‐ALS
PERFOR-‐MANCE PATTERNS
1 Project Vision/Outcome
ü (Purpose/ Aim)
2 Customer (Segment/ Base)
ü (Pa1ents)
3 Goal/Strategy/ Job-‐To-‐Get-‐Done
ü (Perf.)
4 Conven1onal Tool (Product/Service/Busi-‐ ness Model)
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
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
D: Define Problem (Needs)
B: Build Solu1on (Pilot)
M: Measure Problem (Effect)
A: Analyze Problem
I: Improve Solu1on
L: Learn What’s Valued
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: ………………………..….
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
D: Define Problem (Needs)
B: Build Solu1on (Pilot)
M: Measure Problem (Effect)
A: Analyze Problem
I: Improve Solu1on
L: Learn What’s Valued
Customer Story (Market-‐focus)
Business Story (Product/Industry-‐Focus)
Learning Story
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: ………………………..….
Project Vision (Cause/Final Result/Outcome): ……………………….…………..………………………………………………………..…………………..…..…… Customer (Segment/Base/“Tribe”/Benefactor): …..…………………………………………….….……….………..……………………………..…………..…… Goal/Strategy/Job-‐To-‐Get-‐Done: …………………...…………..…………………………………………………………..……………..….…………………………….…… Conven1onal Tool (Product/Service/Business Model): ………………………………..…….……………………………………………………………………..
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
D: Define Problem (Needs)
B: Build Solu1on (Pilot)
M: Measure Problem (Effect)
A: Analyze Problem
I: Improve Solu1on
L: Learn What’s Valued
Customer Story (Market-‐focus)
Business Story (Product/Industry-‐Focus)
Learning Story
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: ………………………..….
Experim
ent/
Evolu0
on/
Cycle 1
Experim
ent/
Evolu0
on/
Cycle 2
Experim
ent/
Evolu0
on/
Cycle …
Project Vision (Cause/Final Result/Outcome): ……………………….…………..………………………………………………………..…………………..…..…… Customer (Segment/Base/“Tribe”/Benefactor): …..…………………………………………….….……….………..……………………………..…………..…… Goal/Strategy/Job-‐To-‐Get-‐Done: …………………...…………..…………………………………………………………..……………..….…………………………….…… Conven1onal Tool (Product/Service/Business Model): ………………………………..…….……………………………………………………………………..
#4ROD. Dr. Rod King. [email protected] & h8p://businessmodels.ning.com & h8p://twi8er.com/RodKuhnKing
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