The Company Real Score - a music thinking approach to business innovation

(c) CREATIVE COMPANION 1 oktober 2013

THE COMPANY REAL SCOREa Music Thinking approachto Business Innovation


WHAT IS IT?

The COMPANY REAL SCORE is a collection of business tools and instruments to map and visualize your brand.


THE COMPANY REAL SCORE

A collection of core elements for orchestrating and conducting ‘brand minded & people centered’ innovations.


WHY SHOULD I USE IT?

1. To visualize and communicate what is most important for your brand.

2. To identify strategic paradoxes that can be used in innovation projects.

3. To use it as a ‘brand minded & people centered’ starting point.


WHY IS IT CALLED ‘SCORE’?

SCORE has many meanings.

One of them is the musical score.

The visual representation of a composition.


... AND WHY REAL?

REAL is a reference to ‘The Real Book’, a number of popular compilations of lead sheets for jazz tunes

Also known as ‘the bible of every jazz musician’.


WHAT INSTRUMENTS ARE USED?

THE PERSONALITYbased on the’Golden circle’ of Sinek plus a Brand Experience Mapping

THE DIRECTIONSVision, Mission, Ambition, Brand Proposition. The Ideal Customer or Aspirational Persona.

THE AUDIENCEThe Real Consumers, Customers, Influencers or Reality Personas

EXTERNAL INFLUENCESTrends, Competitors and Inspiring Companies

THE PLAYING FIELD OF TENSIONSCritical Success Factors in reaching the goals. Paradoxes & Wicked Problems to brief your creative team.

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WHAT IS THE COMPANY REAL SCORE ‘JAM SESSION’?

An interactive session to map all essential parts of your companies identity, directions and influences.

During the jam session every instrument should be played. There is no given order of appearance.

Use it to inspire your co-workers and kickstart the creative potential of your company.


TIP: START WITH WHY!

approx. 2,50 meters


THINK LIKE A MUSICIAN!

Picture of the inside sleeve of the CD From Here To Now To You by Jack Johnson


WHAT TO DO AFTER THE JAM SESSION?

The outcome and mapping of ‘The Company Real Score’ can be documented in many ways.

keep it as ‘a living score’ poster

or as a: designed poster with visuals, infographic, brand book, brand microsite, brand deck, presentation, online microsite, ...


HOW TO USE IT?

Inspiration and direction for innovation concepts, projects, internal startup’s.Briefings and directions for internal and external teams.Starting point for ‘customer journey mapping’, ‘business model generation’, etc.Starting point for change management and organisational development.


WHAT’S NEXT?

9

What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?

Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?

For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

For whom are we creating value?Who are our most important customers?

What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established? How are they integrated with the rest of our business model?How costly are they?

What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?

What Key Activities do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue streams?

Who are our Key Partners? Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?

What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?

Day Month Year

No.

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/

or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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BUSINESS MODEL GENERATION CUSTOMER JOURNEY MAPPING

THE PERSONA CORE POSTER by CREATIVE COMPANION

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This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creative-commons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.

PERSONA CORE POSTER

Go on tour!

Know your audience!

Make money!!

Innovate!

CONCEPTING &

PROTOTYPING

Just play!

DOWNLOAD

THE COMPANY REAL SCOREhttp://creative-companion.com/crs/the-company-real-score.html

http://creative-companion.com/crs/the-company-real-score.html


