Value drivenbusinesstransformationapproach 2019 (Takumi Method)

Value Driven Business
Transformation Approach
Junzo Hagimto, Takumi Business Place Co.
Koji Shiota, CreaVision Ltd.
1
© Takumi Business Place & CreaVision Ltd.
ｰ Start from Value Design -

2
Junzo Hagimoto
Chairman&Methologist,
Takumi Business Place Inc.
Koji Shiota
MBA, CBAP, PgMP, BRMP
VP, IIBA Japan Chapter
President&CEO, CreaVision Ltd.

Today’s Key Messages
• Today’s business context requires the business design
approach to start from VALUE
• Design, empathize and make a consensus about future value
with all related parties for successful business design
• We need the method to visualize value by multiple models and
to make the chain from value to action traceable
• For creation of better future of the society, we associate
myself/organization with the society when conducting
business design
• We need a method applicable to any level of design such as
micro or macro design

1. Requirement for Today’s
Business Design
2. Overview of Our Approach
3. Philosophy of Our Approach
4. Our Design Method
Agenda
4

Requirement for
Today’s Business Design
1
5

6
Today’s Business Environment
• IT enables “Co-Creation of Value” across stakeholders.
• Business requires “Common Good” as Social Value to
achieve rather than consuming resources or pursuing
monetary benefit.
• Today’s business transformation cannot be achieved
through single project. Program need to build consensus
for Program Intent across wider stakeholders and share it
across decomposed projects.
• Only product-out mindset does not work. Just following
customer voice, neither.

Requirement for business design method
１．Balance variety of stakeholders’ value realization
Not realize only single stakeholder’s value.
Design To-Be value to each stakeholder
２．Can apply any type of project (Big, Small, etc) and
contribute to continuous evolution of the business.
３．Can design Future Value
Design Future Value to deal with business and social environment change
(Not the approach of current problem analysis and resolution. Design Future
and Current value first, then create Strategy and Action )
7
４．Design Value from 2 viewpoints
Seeds Design : Design our own Vision and Concept
Needs Design : Design stakeholders’ future value including customers

Traditional Methods Challenges
１．Not starting from Value and disconnected between Value(Why) and
Requirement(What).
- Need a simple method to connect and trace Value, Requirement,
Business Operation, Action Plan
２．Starting with Given Strategy does not provide “excited devotion” to
employees.
- Strategy is How. ‘How’ does not stimulate motivation deep inside.
- Contribution opportunity to Customer/Business Value Creation
stimulates interest from the heart
8
Traditional Methods are;

Overview of Our Approach
２
9

Business development activity for the future
10
Value
Creation
Value
Business
Operation
Action
Plan
Require
ment
Project
Activity
Ｐ
Ｄ
Ｃ
Ａ
Second cycle (Activity cycle)
Develop a valuable and realizable plan
First cycle (value creation cycle)
Visualize values for sharing and valuation
Create high-value and feasible projects

Our Business Method Approach
11
Takumi Method

12
BABOK v3 Business Analysis Core Concept Model
Change
Needs
Value
Context
Solutions
Stakeholder
Start with Value

Our Approach and BACCM
13
Stimulate
Motive to
change
Take action
Derive
Value
Requirements
Structure
Action
Plan
Current
Situation
Ideal
State
Business processBusiness Value
Business
Requirements
Planning for value
realization
Stakeholder
Needs Value
Stakeholder
Context
Change
Solutions

Philosophy of Our Approach
2
14

1. Design everything between yourself and society
15
• Value leads to Strategy, Business, IT and Action, while they are
validated by Value.
• Value, Strategic Requirement, Business Requirement, IT Requirement,
Action Plan need to be traceable.
(Those elements are connected with traceability)
Strategic
Requirement
Business
Requirement
IT
Requirement Action PlanValue

Hokusai Katsushika (1760~1849)
Fractal structure
NHK 2017 Hokusai uchu wo egaku.
A representative UKIYOE artist in japan.
His masterpieces influenced Western art.
2. Fractal is the true nature of things

17
価値
創造
価値
業務
活動
要求
価値
創造
価値
業務
活動
要求
Proje
ct作
業
Ｐ
Ｄ
Ｃ
Ａ
Proje
ct作
業
Ｐ
Ｄ
Ｃ
Ａ
Ｐ
Ｄ
Ｃ
Ａ
Proje
ct作
業
Ｐ
Ｄ
Ｃ
Ａ
Ｐ
Ｄ
Ｃ
Ａ
Project
Design
PDCA
PDCA
Val
ue
Busi
ness
Act
ion
Reqea
ments
Program/Product Design
価値
創造
価値
業務
活動
要求
Project
Design
Project next Version
2. Fractal is the true nature of things
Important is “Principle of applying the same method to micro and macro projects”.
(Intent & Knowledge inheritance)
Iterative
Development
Iterative
Operation
Improvement
(KAIZEN)Value
Creation
Value
Business
Operation
Action
Plan
Requir
ement
Value Creation Cycle

18
２． Fractal is the true nature of things
Requirement
Family Product Service Company Customer Company Community
Yourself Manufacturing Organization Customer Society
Friend People Japan World
Current value
Future value
Vision
Concept
Action
Project’s point of view
Product’s values
Day by day
improvement
Changing awareness Future Business
Current Business Current Values
Values important
for the future
Good design of business product/service is found when our
personal intent is aligned with future social value realization.

Our Design Method
３
19

Our Business Method Approach
20
Takumi Method

21
Product Architecture
Product Concept
Vision
Direction
What is necessary?
（Flow of what）
Generate ‘What’
from ‘How’
Users
Adjust balance between
‘Needs’ and ‘Seeds’
◆Value Analysis Model
Objective
Visualize user’s value and
connect value to project
objective
Vision
◆Value Design Model
Scenario
Reinforcing “Needs” and ‘Seeds’
(Seeds design)
(Needs design)
Design and grow ‘Future
Needs’ iteratively through
finding gap between
“Seeds” and ‘Needs’
Promoting and branding ‘Needs’ from ‘Seeds’
It is important in the age of information flood!

22
• Something having “STORY” attracts people
• Story of value leads to Deeper Value that sustains for long
• Value Design Model designs the Story
Product
Price
Functionality
Design
Surface Value Deeper Value
Easy to recognize Win the hearts and minds of people unknowingly
Value
Sustainability
LongerShorter
Story of the corporation
(Apple)
Story of Founder
(Way of living of Steve Jobs)
Story of Product
(Concept Evolution of the iPhone)
User experience of the product
Why design “Seeds”
Value
Requirements
Action
Current
Ideal

３Concept
Design
Meaning
Words
Value Design Model
The Value Design Model brings out business values and
improves branding strategy. It emphasizes advantages and
improves the attractiveness of your project (or product).
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Value
Requirements
Action
Current
Ideal
future
current
Concept1
Concept2
Concept3
Story
Story
Vision Vision
Design
Words
Meaning

1.Visualize and share the intent of the project clearly
2.Promote our value to external and internal
stakeholders (Branding)
Benefits of a ‘Value Design Model’
Value
Requirements
Action
Current
Ideal

Sales innovation project
Example of ‘Value Design Model’
25
Value
Requirements
Action
Current
Ideal

Create the Vision after 3-5 years
2. ３ Concepts
Create 3 key Concepts to realize Vision
3. Word
Describe the design target entity (*) as a whole by an
attractive phrase.
Catchy sales copy.
4. Meaning
Describe the background and mission of the design target
entity(*).
How to design a ‘Value Design Model’
Logo design to express the design
target entity(*)
Value
Requirements
Action
Current
Ideal
26
(*) “The design target entity” means Project, Product, Program, Team, Enterprise, Division, Personal, etc

Example of ‘Value Design Model’
(BMW Product concept design)
Vision
Concept
Design
Meaning
Words
Story
The BMW brand epitomizes
Sheer Driving Pleasure
Intelligence
Safety
Sporty
It is not just transport machine.,
but give us fun of driving
Winner of engine of the year
Craftsmanship
Highly emotional Connection
between a BMW and its
driver
Concept Concept
Digital Companion.
Alive Geometry. Boost and Ease.
Value
Requirements
Action
Current
Ideal
Take the BMW concept as an example!

When we initiate the new business, it is the most important to
- empathize the key stakeholders
- design their future values
- realize them in a balanced manner
Essence of Value Analysis Model
- Needs Design -
Value
Requirements
Action
Current
Ideal
28
Stakeholder Model
Value Analysis Model© Takumi Business Place & CreaVision Ltd.
Overview key stakeholders’ relationship
and their pain/happy points

1.Create stakeholders’ “Happy” with all members’ effort
2.Utilize for promotion to buy in stakeholders
3.Validate how and to which stakeholders our ideas contribute
4.Validate how project objectives contribute to stakeholders’ value
Benefits of a ‘Value Analysis Model’
Value
Requirements
Action
Current
Ideal

related people.
How to design a ‘Value Analysis Model’
Value
Requirements
Action
Current
Ideal
30

Example of ‘Value Analysis Model’
Tenant Owner（client）
Intermediary
section
Maintenance
section
Accounting and Human
resource section
Executive
Information System
section
Value
Requirements
Action
Current
Ideal
Stakeholder
Value
description
31

Tenant Owner（client）
Intermediary
section
Maintenance
section
AccoInformation
System section
Stakeholder
Value
description
32
配布用には
いれない

33
Example of ‘Value Analysis Model’
SB4BS Project design
SB4BS（ Software Engineering for
Business and Society ）
Waseda Univ. Prof. Washizaki
Takumi Business Place Hagimoto
Eiwa System Management Hiranabe

34
Strategic Requirement Business Requirement IT Requirement
Vision Concepts
Level Level
Objectives
Level
Operation level Tactics level
Use ‘Vision’ and ‘Concept’
from Value Design Model
Use ‘Objective’ from
Value Analysis Model
How to create Requirement Analysis Tree
Use the value description
of the Value Analysis Model
Value
Requirem
ents
Action
Current
Ideal
Action
Action
Value Design Model, Value Analysis Model)
a base model of Requirement Analysis Tree can be created
Requirement Analysis Tree

Strategic Requirement
Strategy of the design target entity(*) is described in tree-
shaped structure.
This is usually 3 layers tree created by combining the
elements of Value Design Model and Value Analysis Model.
2. Business Requirement
This is business requirement that is lower level of
requirement under Strategic Requirement.
1 or 2 layers of breakdown is appropriate.
3. IT Requirement
This is IT requirement that is lower level of requirement
under Business Requirement.
1 layer is appropriate. There can be no IT requirement.
4. Action
Necessary actions to realize Business Requirement and IT
Requirement.
How to design a ‘Requirement Analysis Tree ’ Value
Requirements
Action
Current
Ideal
35
Point : Upper stream and down stream requirements are
described as a chain of aim and means
Aim Means/Aim Means
(*) “The design target entity” means Project,
Product, Program, Team, Enterprise, Division,
Personal, etc
Means/Aim

Example of ‘Requirement Analysis Tree ’
Provide
comfortable
living
environment
Enhance the
corporate brand
image in the real
estate business
market
Establish new
services due to
internal
collaboration
Sales activity
efficiency
Establish new
real estate brand
Improve
CS(Customer
Satisfaction)
Enhance
promotion
Improve ability to
make proposals
Increasing
internal
cooperation
between deferent
departments
Sales process
optimization
Business fast
judgment
Strategic Requirement Business requirement IT Requirement Action
Early grasp of customer
situation
Accurately grasp
customer's information
Intermediation service and
maintenance service
integration
Maintain customer
information centrally
Visualize sales activity
Visualize management
infomation
Analysis of customer
information and
examination of sales
activity use
Establishing
integrated services
Analysis of
information to be
utilized
Interview of
management mission
Alert show of
maintenance
information
Salesperson can
refer anytime,
anywhere
IT conversion of
daily report
Selection of BI
tool
Launch of new
real estate brand
Visualization of
status by IT
Establishment of
integrated service
team
Mobile phone
application
Introduction of
cloud sales
support system
Make of
organization
crossing team for
utilization
analysis
36
Value
Requireme
nts
Action
Current
Ideal

How to make a model iteratively
© Takumi Business Place & CreaVision Ltd. 37
7.Action
1. Make
Requirements
Value
Requirements
Structure
Action
3.Stimulate
4.Motive to
change
Current
Situation
Ideal
State
5.feedback
8.feedback
2. 1st Feedback
6. 2nd Feedback
9. ３rd Feedback

38
Value Analysis
Model
Value Design
Model
Requirement Analysis
Tree
Go back and forth between emotional & logical thinking
emotional thinking logical thinking

Goal design model(Excerpt)
Value
Requirements
Action
Current
Ideal

Example of ‘Requirement Analysis Tree ’
Redesign of IT Division
of the company
Value
Requiremen
ts
Action
Current
Ideal
NDS Corp.

Goal design model(Excerpt)
Redesign of Human Resource Division
of the company
Value
Requirements
Action
Current
Ideal
NPO Florence

Take away
• Today’s business context requires the business design
approach to start from VALUE
• Design, empathize and make a consensus about future value
with all related parties for successful business design
• We need the method to visualize value by multiple models and
to make the chain from value to action traceable
• For creation of better future of the society, we associate
myself/organization with the society when conducting
business design
• We need a method applicable to any level of design such as
micro or macro design
• ※Please freely design future with our method (Takumi Method)
as it is open method.

Thank you!
43
Takumi Method

Thank you!
44
Takumi Method
匠
axe
斤
TAKUMI

Value drivenbusinesstransformationapproach 2019 (Takumi Method)

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