When introducing Lean Thinking many of us would start with the five core concepts of Lean depicted in the classic books, The Machine that Changed the World and Lean Thinking by Womack and Jones.
The basic thought process goes something like this: As value is
specified, value streams are identified, wasted steps are removed, and
flow and pull are introduced. And we begin the process again and
continue it until a state of perfection is reached in which perfect
value is created with no waste.
5 Core Concepts of Lean Thinking:
- Identify Value
- Map Value Stream
- Create Flow
- Establish Pull
- Seek Perfection
5 Sales Concepts of Lean Thinking
- Identify Value = Job To Be Done
- Map Value Stream = Customer Journey thru Use
- Create Flow = Rhythm
- Establish Pull = Adaptive, Agility
- Seek Perfection = Continuous Learning
Many wonder how to put this in practice and for a template I use the five phases of Agile Project Management by Jim Highsmith. I adapted his description to a marketing tone.
Envision. Speculate. Explore. Adapt. Close.
- Envision: Determine your marketing vision and objectives and constraints, your community, and how your team will work together.
- Speculate: develop the capability and/or feature based launch to deliver on the vision.
- Explore: plan and deliver running tested stories in the short iteration, constantly seeking to reduce risk and uncertainty.
- Adapt: review the delivered results, the current situation, and the team’s performance, and adapt as necessary.
- Close: conclude the launch, pass along key learning, and celebrate.