Archive for Lean Marketing
Start with Journey Mapping vs Value Stream Mapping
Posted by: | CommentsValue Stream Mapping is process most consider an exercise for finding and removing waste. It is a foundational Lean Tool that typically gets introduced early in a Lean Transformation. A Systems2win Excel template is depicted below: 
In Sales and Marketing you will utilize a Value Stream Mapping process on a project by project basis but it is typically limited for an internal process. It is a difficult correlation for customer facing experiences and as a result seldom used. The preferred method of mapping the customer experience is through a journey map. I prefer two styles one just a basic Excel Template that is very similar to a typical Swim Lane chart commonly used in Lean.
From Smart Cities – A guide to using Customer Journey Mapping
Another being a more circular method demonstrated by the Lego Wheel. Lego uses tool called a ‘customer experience wheel’ to map an existing experience. “We understand what is and what is not important to the customer in that experience and then we design a ‘wow’ experience to improve it.” Though I like the wheel better I have not found a program that could make it easy for me to draw and distribute. 
The advantage of creating this map utilizing the Excel template is that you can easily add notes and drill down further down into a process by adding columns and rows. Drawing in Excel is rather easy once you understand how, Become Proficient Drawing with Excel in 30 minutes! and remember you can do MATH, CHARTS and everything else you already know about Excel. If you want more information on how to create a journey map below is an excellent slide show describing the process. If you want to learn more about Value stream Mapping, drawing in Excel or Swim Lanes, I would recommend downloading the trail templates at Systems2win.com.
The Journey Mapping Guidance Cabinet Office[1]
Related Information: Continuous Improvement Sales and Marketing Toolset Designing for Growth: A Design Thinking Toolkit for Managers (Columbia Business School Publishing) Can Service Design increase Customer demand?
Lean Marketing Lab to Open!
Posted by: | CommentsThe virtual world of the Lean Marketing Lab will open its doors. A gateway for this online community has been created to further the cause of Lean in Sales and Marketing. Reviewing this slide presentation will give you the background on the project. Hope to see you at the Lean Marketing Lab. – Joe
Related Information can be found at Business901.com
Brilliant – Learn by Doing
Posted by: | CommentsSome kids learn by listening; others learn by doing. Geoff Mulgan gives a short introduction to the Studio School, a new kind of school in the UK where small teams of kids learn by working on projects that are, as Mulgan puts it, "for real."
One theme I keep hearing over and over is engagement and that it is difficult to engage kids today. In a recent podcast, Games maybe your only chance to attract the best and brightest talent, I found one of the top Gamer’s in the world and discussed with him the art of gaming. His insights into teamwork, respect for people and planning skills are interesting. But what this video surprisingly reminded me of is the basic principles that are discussed in Lean Sales and Marketing. Mulga states kids learn best by
- Doing
- In Teams
- Doing things for real
In Lean Sales and Marketing and the iCustomer (Customer Interaction) perspective we follow these basic three principles very closely.
- Doing – you must engage your customer to be successful
- In Teams – You must engage customers on a peer to peer level
- Doing things for real – get rid of the automation and go shake a hand
Maybe, Lean Sales and Marketing needs a studio school?
Related Information:
Is every Boardroom discussing Gamification? Is yours?
Core Concepts of Gamification
Lean Thinking: Prototype early and often
The Common Thread of Design Thinking, Service Design and Lean Marketing
