How 3M Is Rewriting Business Planning - Case Study Example

Table of Contents Component Enterprise and Innovation……………………………………………………………..3 1 Introduction………………………………………………………………………………………………………...3 1-2 Literature Review………………………………………………………………………………………………...3 1-3 Interpretation of the theory…………………………………………………………………………………3 1-4 Application of the theory into practice ………………………………………………………………….4 1-5 Reflection and Critical Review…………………………………………………………………………....6 Component 2: Action Research and Reflective Practice………………………..………………6 2-1 Introduction………………………………………………………………………………………………………...6 2-2 Literature Review………………………………………………………………………………………………...6 2-3 Interpretation of the theory………………………………………………………………………………….7 2-4 Application of the theory into practice……………………………………………………………….....8 2-5 Reflection and Critical Review……………………………………………………………………………10 Component 3: Cross – cultural Collaboration…………………………………………………….….10 3-1 Introduction………………………………………………………………………………………………………10 3-2 Literature Review………………………………………………………………………………………………10 3-3 Interpretation of the theory…………………………………………………………………..……………11 3-4 Application of the theory into practice……………………………………………….……………….12 3-5 Reflection and Critical Review……………………………….……………………………………………13 Reference………………………………………………………………………………………….…………..……14 Component 1: Enterprise and Innovation 1-1 Literature Review 1-1-1 The Business Model Canvas A business model describes the rationale of how an organization creates, delivers, and captures value. The most efficient description of a business model involves the inclusion of nine basic building blocks that show the logic of how a company intends to make money. The nine blocks cover four main areas of a business namely customer, offer, infrastructure, and financial viability. A business plan serves as a roadmap for the systematic implementation of strategies, creation of sound organizational structures and processes (Osterwalder & Pigneur, 2010, p.15) 1-1-2 DESIGN Design is an element of business that people practice every day, albeit unknowingly. Some of the areas to which people apply design include development of organizations, strategies, business models, processes, and project management. To do this, it is important to consider the interconnectivity of factors, some of which include but are not limited to competitors, technology and the legal environment. The versatility of design has increasingly created a need for people to delve into unfamiliar territory because most business people lack the appropriate design tools to complement their business skills. The business model explores six techniques. The techniques comprise customer insight, ideation, visual thinking, prototyping, storytelling, and scenarios. (Osterwalder & Pigneur, 2010, p.125) 1-1-3 Strategic Stories: How 3M Is Rewriting Business Planning Strategic stories apply the same narrative logic as traditional storytelling, aiming at disseminating information using a means relatable to the audience. In applying the strategic storytelling design, the planner needs to give a coherent background of the project to enable the audience understand the logic behind the project. Setting the stage using the background requires extensive research on the financial requirements, factors influencing the project, forces driving changes and an understanding of the interrelation of these elements. Analyzing the above factors will enable the planner to understand players already in the industry and make appropriate decisions(Gordon et al., 1998,p.44). 1-2 Interpretation of the Theory 1-2-1 The Business Model Canvas The existence of nine basic building blocks ensures that designers have clarity and develop appropriate strategic plans. The nine blocks include key activity, key partners, key resources, cost structure, customer relationships, customer segments, value propositions, channels and revenue streams. Focusing on the nine blocks enable designers undertake proper analytical evaluations of their projects through the development of questions that pinpoint problems in business plans. Acknowledging the existence of such problems and understanding their impact on the business allows designers to improve their business plans, making them viable for income generation. Figure 1: The 9 Building Blocks 1-2-2 DESIGN The design module also contains methodology and strategies that can help business owners develop their intended social marketing plans while making use of emerging opportunities. Customer insight is one example of methods that business owners can apply to establish new opportunities available. Efficient business owners need to be aware of and exploit innovative business models, often with the help of a diverse team focused on a similar objective. Diversity and teamwork ensure that there is objectivity when exploring options available for incorporation into a business model. The use of tools such as visual thinking enables business owners generate a clear perspective of what they hope to achieve in addition to enabling the design team analyze its plan and develop ideas that do not compromise the essence of the business. Following an organized plan when developing the design module ensures that every participant has a clear understanding of what the design hopes to achieve, responsibilities each party will undertake in actualizing the design. An effective module would also make it easier for the audience to understand the business concept from the business model canvas. Telling a story about the business without overwhelming the audience would be the key focus, since the main goal of any business is the creation of value for consumers. Creating the design in the form of a story generates the impression of a soul in the project. 1-2-3 Strategic Stories: How 3M Is Rewriting Business Planning The logic of strategic stories enables me to envision ways of making my project better. Creating a strategic story will create special value in my project and create a measure of uniqueness that will separate it from the rest (Gordon, 1998). 1-3 Application of the theory into practice 1-3-1 The Business Model Canvas Upon reading the Business Model Generation, I have discovered some vital questions regarding my personal and group projects that require attention. Drawing my attention to generation of answers for the questions has enabled me to gain perspective on issues that require improvement in both projects. Using the nine building blocks mentioned above, I have been able to create a systematic strategic plan that is highly likely to result in the successful execution of the project. In each part of the project, I have analysed the concept, compared ideas that can help improve the design value and considered implications of the plan for stakeholders and the target market. Some of the elements that arose from the questions include establishment of the target market, problems my project will solve for the consumer, my target consumer and aspects that will set my concept apart from existing ones. 1-3-2 DESIGN Awareness of the design methodology is one of the aspects of the design process that have guided me through the establishment of clear ideas and formulation of a precise design plan. In our group project, we have used the empathy map to analyze each other’s lifestyle and find similarities between them. Most of the similarities revolved around food. We created a series of mind maps which helped document both our understanding of the method, and how it could be applied to the project. From there, we discussed who we should actually be empathizing with, and decide that the best starting point, would be observe ourselves. Secondly, in designing the product for Lakeland, we identified students as our target consumers. Our research established that most students have insufficient kitchenware and present a lack of cooking skills. Our data collection method of choice was the application of questionnaires. The findings indicated that a large population of students desire quality kitchenware at low prices. The findings also indicated that both factors significantly influenced the desire to cook in majority of the population. To address the issues identified, we developed the idea to create a ‘starter pack’ consisting of basic kitchenware for students at affordable prices. Our design plan adopts the strategic stories idea and includes information on our consumers, target market, product styling, web banner, pricing, cost and profit. Figure 2: Empathy Mind Map 1-3-3 Strategic Stories: How 3M Is Rewriting Business Planning Since our target market for the group project is the Lakeland area, we chose to focus on kitchenware that students within the area would need. We hope to create products that will make the items affordable while generating profit for the business. The products that we have developed are easy to use, safe, and stylish and come in a variety of colors from which students can pick, according to their preference. We hope to engage universities around the Lakeland area, especially student unions, in a collaborative venture that will also act as our marketing strategy. Student union leaders are in the best position to push for the implementation of policies requiring parents to buy the kitchenware for students, as an essential requirement for boarding students. The strategy will ensure that there are long-term sales. 1-4 Reflection and Critical Review Regarding innovation and enterprise, it is clear from the design methodology and strategy that I need understand my project and create a clear design that caters to the needs of the consumer and not my own. I therefore need to develop a product suitable for the target market’s enjoyment. I have also established the importance of analyzing the current market and establishing the gap that my product will fill, thus resulting in an establishment of its value. As a designer, I need to create a concise design that is informative but one that also captures the imagination and excitement of the people. People have different perceptions about a multitude of things and different preferences and the design has to incorporate such concerns at the idea generation phase. It will also be important to ensure that our plan creates room for growth and protects our sense of mastery as well as certainty and control. The idea of strategic stories has highlighted the need to focus on profitability, product development and market share for me. The different models motivate idea generation and create a sense of direction for my design. When you can locate yourself in the story, your sense of commitment and involvement is enhanced. A designer should always be intuitive and analytical and view things from every possible angle. Such angles include users, experts, trends, technological potential, learning from parallel markets, and market data. Inspirational and vivid goals will also enable me to develop a sense of purpose and core value, ambition and achievable memorable connection with authentic widely accepted reflect practices. Thirdly, the creative process connects with the process of discovery. Business model generation would motivate me to think of value propositions, customer relationships and revenue streams, because my major is interior design, when designing the project. I would first think of my design value, learn plan, and establish how the design can influence on our customers. From the book are specific details to describe the design process and help me have better analysis on my project. Component 2: Action Research and Reflective Practice 2-1 Literature Review According to McNiff and Whitehead (2011), the primary objective for action research is to create a realistic perspective on the project and enable the planner actualize his or her project efficiently. The main tool applicable in action research is generation of tangible aids to enable designers and audiences envision the goal of the project. 2-1-1 What Is Action Research? Action research is a participative form of research that allows practitioners to analyze and evaluate their work, to establish the potential for success. Some of the factors practitioners need to consider include a specific definition of the project, their current progress, perceptible challenges and available options to mitigate such challenges. The aim is to enable personal and social improvement. Action research also enables practitioners establish their own practice theories from which others can benefit. 2-1-2 The aim of the research is to improve learning with social intent In order to increase the probability of a create future; people need to be aware of the present and work towards its improvement. One of the ways through which people can achieve the objective is to ensure that they are aware of the social consequences of their actions to them and others and work on ensuring that it is positive. There is need to generate theories of practice, scrutinize the theories, rectify any elements that do not work towards the achievement of the goal and revaluate the plan before introducing it to the public (McNiff & Whitehead, 2006, p.31). 2-1-3 Methodological assumptions at a glance Every person has the ability to influence others and is susceptible to influences by other people. Understanding the concept of influential behaviour is a major factor to consider regarding the content of information we disseminate, whether such dissemination occurs through utterances or actions. Some of the key points to consider during the analysis of the concept are; the quality of influence on the standard of life, the ability of the influence to develop the character of people, the direction of growth we aim to generate and personal prejudices in play during the process (McNiff & Whitehead, 2006, p.31). 2-1-4 Enhancing the Reflective Capabilities of Professional Design Practitioners Research essentially entails a comparison between conceptual plans and information regarding the same, with the aim of developing appropriate and effective strategies before proceeding to the execution phase. The three main elements in play during the process include external influences regarding the project, individual aspirations and objectives and insight applicable from the research. The elements form influences on problem space and solution space pairing. 2-2 Interpretation of the Theory 2-2-1 What Is Action Research? Before the designer thinks about his or her ideas, he or she needs to focus adequate attention to do the research questions. A thorough analysis of research questions helps designers attain clear the minds, confirm their subjects of focus, establish the concept they want to create and determine values the project will have. Every designer needs to make a design that is as realistic as possible, useful to the customer and one that is significant for the target market. Therefore, before embarking on the actualization of the project, a designer needs to know the requirements systematically. 2-2-2 The aim of the research is to improve learning with social intent Designers need to learn the right design skills for their careers. A systematic approach to learning is significantly important for the development of a viable business idea. Analysis of the business idea allows designers to develop concise plans that set them apart from others and make their products special. Every designer has to learn from his or her personal design experience to improve on their design strategies. 2-2-3 Methodological assumptions at a glance In research design, designers need to have a clear understanding of the value of their products and methods through which to engage consumers. Every designer needs to ensure that the design is insightful for the consumer without compromising on income generation. Creating an expressive design captivates the consumer while improving the designer’s skill. 2-2-4 Enhancing the Reflective Capabilities of Professional Design Practitioners The process of research practice enables the designer to take appropriate action through the application of the design plan. The plan’s statement of objectives and action plan makes execution of the project easy. 2-3 Application of the theory into practice 2-3-1 What Is Action Research? While conducting my personal project, I discovered that concentrating on my design plan improved my analytical skills, improved my perception of the design and improved the overall chances of success for my career. I therefore applied a substantial amount of my time conducting research on the project and analyzing concerns that arose during the research process. Some of the concerns that arose because of applying action research included identification of what I was doing, areas that required improvement and appropriate methods of improvement. To address the concerns, I undertook research on the history of interior design thus achieving understanding on its basic elements. Secondly, I applied the insight from the historical research to establish how technology can improve and sustain the decorative element of interior design. I was able to understand requirements that would enable me justify my perspective, improve my design skill and create a practical and organized strategic plan. 2-3-2 The aim of the research is to improve learning with social intent In order to ensure that my career objectives were achievable upon culmination of the project, I singled out six concerns I needed to address. The concerns included establishing what I intended to accomplish, why making the accomplishment was important, the core values for my decision, whether the project made a significant contribution to others, the emotional value of the project and the perception others would have about it. For me, the most important aspects of the project were the development of my design thinking, skills and creation of a unique design. To achieve my goals, I studied interior design history for a comprehensive understanding of the topic. The project’s emotional value for me stems from the fact that I often miss my family. Like me, most international students could relate to my emotional perspective thus creating a middle ground between my target market and I. I therefore want to create a living space with interior design elements that incorporate traditional characteristics of people living in them, for a personalized touch. The spaces will incorporate elegance, warmth, comfort and customized elements that make the space feel like the clients’ homes away from home. 2-3-3 Methodological assumptions at a glance At the beginning of the group design project, the target client will include students with time-poor lifestyles, clients who desire insight on grand issues such as sustainability and energy saving. Secondly, we used empathy as the research method of choice and observed our own behaviour for use as part of the research findings. We created personas from the observations, conducted an analysis of similarities, and identified an interest in food as the most prominent similarity. Interactions with students revealed that there was a significant problem acquiring quality and affordable kitchenware. At the same time, we found Lakeland currently does not offer any specific products aimed at the student market, and we believe they are missing a huge consumer market. For this reason, we have created the “student Starter Pack”. In applying advice from our professor, Dr. Stuart, the sale of the product will involve collaborations with Universities and student Unions. 2-3-4 Enhancing the Reflective Capabilities of Professional Design Practitioners When conducting my personal project, the first step I took was establishing essential elements and organizing them appropriately to fit my design plan (Manktelow, 2014). Some of the essential elements I identified include technology, sustainability and application of material from my historical research on interior design. The development of my design plan involved an analysis of my present design style. Some of the influences I will use for decoration of the interior design spaces include Arts and Crafts, Art Nouveau, application of technology and consideration on modern lifestyle choices. During my research, I discovered that decorative elements are diverse and are versatile in nature (Messey,2001). For instance, British interior design exhibits influences from Japanese traditional elements. Similarly, French Art Nouveau exhibits influences from Spain, Russia and Italy. Art Nouveau signified an expression represents an expression of national and political aspirations while making interior design rhythmical. In Italian Art Nouveau architectural designs, plasterwork contained paintings of highly stylized flowers and abstract girds. The British design, on the other hand, was intricate but maintained a simplistic vernacular tradition inspired graphic work. From my readings, I want to design an interior space that is functional, create a different national traditional element that provides a feeling of safety for students and appeal to imaginative elements such as fantasy. Figure 3: Typical reflective practice model including influences on planning 2-4 Reflection and Critical Review A comparison between action research principle and the business model has a substantial impact in developing personal research strategies. I plan to undertake an introspective perspective while implementing my research findings. The action reflection cycle requiring self-observation, reflection, action, evaluation and modification of my ideas will ensure progress for the project (McNiff & Whiteheasd, 2006). In order to ensure that I create value and enable improve lifestyles, I will need to apply action research. Conducting historical research into interior design has enabled me develop a way of connecting emotionally to the target clientele through my design. I have also considered the target market while establishing the profitability of my project. Component 3: Cross – cultural Collaboration 3-1 Literature Review According to the Peace Corps Cros-Culture Workbook, understanding different cultures does not necessarily require a person to like said cultures or practice them. It only requires individuals to establish a level of tolerance that is devoid of surprise at its practice (Peace Corps, 2015, p.5). Fred Dervin identifies culture as one of the most significant indicators of a group or individual’s uniqueness, often exhibited through behavioural traits (Dervin, 2010). The diversity in culture creates a resource from which designers can borrow unique elements and create innovative designs that are capable of filling the consumer gap. 3-1-1 Culture and Identity Effective considering of cultural identity requires individuals to acknowledge the existence of emotional and perceptive differences among other people for objectivity. The basis for such emotions and perceptions is irrelevant because human imagination is an essential component in generating the versatility of the concept of identity. However, consequences from responses to such identities affect the world significantly (Clarke, 2011, p.511). 3-1-2 Cultural identity, representation, and Othering The subjective nature of culture creates difficulty in defining the term cultural identity. At a recent conference on multicultural education in Europe, I was very surprised to notice that the organizers had dedicated an entire session to “Multicultural education to help develop cultural identity”. However, based on previous research, the achievement of cultural identity as a goal exhibits futility in its objective. Even though the main purpose of cultural identity is strengthening the identities, it also causes individuals to close up and associate only with those sharing similar identities. It is difficult for such individuals to learn from others and strengthen their own identities. The concept advocates for acknowledgement of plurality in identities and advocates for tolerance of various cultures, leading in harmonious coexistence of people with separate identities (Dervin, 2010). 3-1-3 Understanding Cultural- A touch Moment Culture is evident through people’s thinking patterns, feelings, values and reactions, all of which stem from traditional societal values. (Ctyde Klukhohn) 3-2 Interpretation of the Theory 3-2-1 Culture and Identity Ideas always portray a designer’s image of their dreams, ambitions and the value they hope to create for themselves and others. Designers strive to recreate images in their imagination to form a tangible reality, which induces splendor and fun into life. Goffman identifies three types of identities, which link to each other through communication. Goffman describes communication as a mirror that reflects one’s identity through interactions with others. Insight gathered from such interactions allows people to gain a better perspective on life and enables them develop means to improve their future. Processes such as thinking, planning, practice and process enable individuals gain a better understanding of themselves. 3-2-2 Cultural identity, representation, and Othering In different cultures, one thing can have different meaning and implications. Such differences create the need for a comprehensive analysis when developing a concept that cuts across cross-cultural lines. The main advantage of such diversity it that it generates fresh perspectives on ideas from the experiences of the people practicing different cultures and allows a designer to understand the potential target market better. The learning process is both inspirational and enlightening. 3-2-3 Understanding Culture Element of culture have significant influence on each other. For instance, in interior design, national culture, religion and natural elements contribute to the development of traditional cultural elements. Therefore, when developing an effective design strategy, it is crucial for designers to conduct research on cultural elements and their interconnectivity with the consumer behavior and product design. Sometimes studying elements from different cultural perspectives allows the expansion of intellectual boundaries. 3-3 Application of the theory into practice 3-3-1 Culture and Identity . The future significantly influences a designer’s job description. When I began my project, I had to shift my focus from personal preferences to designing the product according to the consumers’ preferences. I have interacted with my classmates in a bid to establish the type of living spaces they desire and utilized research to improve on my time and skills. One of the respondents asked me what type of designer I aspire to become, generating my conviction to practice interior designing professionally. The respondent also enquired about the steps I am taking to achieve the goal, to which I explained my historical research on the topic and my design strategy to incorporate cultural, technological and innovative elements into my work. 3-3-2 Cultural identity, representation, and Othering As mentioned earlier, the group project entails designing kitchenware products for the student population around the Lakeland area. We began by exploring some of the methods of developing a unique product and creating consumer appeal that would translate into sales. We created several different mind maps containing an analysis of what our consumers need, the types of functions the product will have, exploration of future consumer markets and establishment of our goals. We have also conducted observations of people in their familiar territories conducting thoughtless actions that may inform us of needs their subconscious behavior might reveal. Some of the people we observed included our classmates, flat mates, family members and people around us conducting their daily activities. Our research concluded that most of the available products in Lakeland target middle class income earners and are thus pricy for the student population. We therefore hope to introduce a product that will cater to the ever-growing student population, offer affordability for low income earners and embody values such as quality and trust. 3-3-3 Understanding Culture- A touch Moment My study of traditional decorations in interior design will apply different styles from different periods and cultures in order to create a unique style. I discovered that culture always has a deep connection to decorative artwork in interior designing. For instance, the Art Deco and the Modern Period follow the Art Nouveau style, which applies a simple and geometric style to its decorations, application of exotic and sumptuous material and use of motifs. Suck motifs are probably derivatives of the Egyptian styles. The classical design often uses smooth surfaces enveloping three-dimensional forms to create a decorative design. Therefore using cultural elements forces a designer to rethink such concepts, generate new ones and create additional value in the process. 3-4 Reflection and Critical Review From research on the influence of cultural elements in design, it is indisputable that culture influences choice of design. Additionally, the diversity of culture creates an opportunity for designers to evaluate their choices objectively. Such objectivity is often a result of analysis of design components from perspectives of different cultures, regarding their application of such components and their implications in their lives. Understanding such cultural requirements in design enables designers reach a wider target market, create long-term business opportunities, create products with additional value and develop personal design competencies. Communication is one of the prominent tools that designers can use to get inspiration, generate new ideas, obtain motivation and grow their craft. References Clarke, S. Culture and Identity. The SAGE Handbook of Cultural Analysis. New York : SAGE Publications, 2008. Accessed 8 Aug. 2011. Print. Dervin, F. Cultural Identify, Representation, and Othering. 2010. Print. http://users.utu.fi/freder/dervinhandbookcorrect.pdF English, S., G. Enhancing the Reflective Capabilities of Professional Design Practitioners. In: Undisciplined! Design Research Society Conference 2008, Sheffield Hallam University, Sheffield, UK, 2009. 16-19 July 2008. Gordon, S., Brown, R. and Bromiley, P. Strategic Stories: How 3M Is Rewriting Business Planning. Harvard Business Review (HBR). http://hbr.org/1998/05/strategic-stories-how-3m-in-rewriting-business-planning/ar/5, Print. Manktelow, J. Personal Development Plan. www.mindtool.com, 1994. Print. McNiff, J. and Whitehead, J. Action Research. New York: Pearson, 2006. Print. McNiff, J. and Whitehead, J. All You Need to Know About Action Research. New York: SAGE Publications , 2011. Print. Messey, A. Interior design of the 20th century. London: Thames&Hudson World of Art, 2001. Print. Osterwalder, A. and Pigneur, Y. Business Model Generation: A Handbook for Visionaries, Game Changers and Challengers. New Jersey: John Wiley & Sons, 2010. Print. Understanding Cultural, A touch Moment Read More