(c) CREATIVE COMPANION 1 oktober 2013
THE COMPANY REAL SCOREa Music Thinking approachto Business Innovation
(c) CREATIVE COMPANION 1 oktober 2013
WHAT IS IT?
The COMPANY REAL SCORE is a collection of business tools and instruments to map and visualize your brand.
(c) CREATIVE COMPANION 1 oktober 2013
THE COMPANY REAL SCORE
A collection of core elements for orchestrating and conducting ‘brand minded & people centered’ innovations.
(c) CREATIVE COMPANION 1 oktober 2013
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.
(c) CREATIVE COMPANION 1 oktober 2013
WHY IS IT CALLED ‘SCORE’?
SCORE has many meanings.
One of them is the musical score.
The visual representation of a composition.
(c) CREATIVE COMPANION 1 oktober 2013
... 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’.
(c) CREATIVE COMPANION 1 oktober 2013
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.
E
A
B
C
D
(c) CREATIVE COMPANION 1 oktober 2013
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.
(c) CREATIVE COMPANION 1 oktober 2013
TIP: START WITH WHY!
approx. 2,50 meters
(c) CREATIVE COMPANION 1 oktober 2013
THINK LIKE A MUSICIAN!
Picture of the inside sleeve of the CD From Here To Now To You by Jack Johnson
(c) CREATIVE COMPANION 1 oktober 2013
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, ...
(c) CREATIVE COMPANION 1 oktober 2013
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.
(c) CREATIVE COMPANION 1 oktober 2013
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.
de klantreis van:
fases
eMOtiOnal
JOUrneY
Online
kansen
Waar is de klant
naar op zoek?
Wat bieden Wij
de klant?
Wat zijn de stappen die een
klant neemt tijdens zijn
klantreis.
langs Welke toUchpoints
komt hij?
Wat doet dit met de klant, in
Welke mate is hij tevreden?
hoe kUnnen We de klant
positief verrassen?
hoe kUnnen We de klant
beter bedienen?
vUl hier de naam van de gekozen persona inWWW.Creative-COMPaniOn.COM
BUSINESS MODEL GENERATION CUSTOMER JOURNEY MAPPING
THE PERSONA CORE POSTER by CREATIVE COMPANION
DESCRIPTOR
NAME
:RL[JO�[OL�WLYZVUHS�WYVÄSL��HNL��SVJH[PVU��QVI�[P[SL��^OH[�RPUK�VM�WLYZVU�PZ�P[&�;OPUR�HIV\[�VUL�VY�TVYL�WLYZVUHZ�MYVT�ZLNTLU[H[PVU��
>OH[�[`WL�VM�WLYZVUH�PZ�P[��+LZJYPIL�[OL�TVZ[�WYVTPULU[�KPMMLYLU[PH[VY�
*HW[\YL�[OL�LZZLUJL�[V�VUL�VY�[^V�WVPU[Z�[OH[�JV\SK�JVTL�V\[�VM�[OL�WLYZVUH»Z�V^U�
TV\[O���ZV�[V�ZWLHR�
<ZL�H�YLHSPZ[PJ�UHTL��+VU»[�\ZL�UHTLZ�VM�JVSSLHN\LZ�
>H[�PZ�[OL�Z\WYLTL�TV[P]H[VY&�>OH[�HYL��SH[LU[��ULLKZ�HUK�KLZPYLZ&��
>OH[�KVLZ�ZOL�KV&�;LSS�Z[VYPLZ�HIV\[�OLY�ILOH]PV\Y�^OPSL�\ZPUN�H�ZLY]PJL��WYVK\J[�VY�ZP[L��*OHUULS�\ZHNL�MVY�]HYPV\Z�ULLKZ��PU[LYUL[��]PZP[PUN�JVTWHYHISL�ZP[LZ��TVIPSL��ZVJPHS�TLKPH���
>OH[�^VYRZ�^LSS��^OH[�HYL�[OL�MY\Z[YH[PVUZ��^OH[�PZ�Z[VWWPUN�OLY�MYVT�JOVVZPUN�H�M\UJ[PVU��ZLY]PJL�VY�WYVK\J[&
>OH[�PZ�[OL�WVPU[�VM�]PL^&�>OH[�PZ�[OL�L_WLJ[H[PVU��WLYJLW[PVU�VM�[OL�ZLY]PJL��JVTWHU`�VY�
IYHUK��>OH[�TV[P]H[LZ�[OL�WLYZVUH�[V�NV�[V�[OL�^LIZP[L��PU[V�[OL�ZOVW��VY�\ZL�[OL�ZLY]PJL�
-HZ[�VY�ZSV^�KLJPZPVU�THRLY&
>O �̀�OV^�JHU�`V\�[LSS&
+LJPZPVUZ�THKL�VU�MHJ[Z�VY�LTV[PVU&
>O �̀�OV^�JHU�`V\�[LSS&
>OPJO�;YLUKZ��TPUKZ[`SLZ�VY�V[OLY�
PUKPJH[VYZ�HYL�HWWSPJHISL�MVY�[OPZ�
WLYZVUH&
/V^�PTWVY[HU[�HYL�M\UJ[PVUHS��
LTV[PVUHS��L_WYLZZP]L�ILULÄ[Z�
WWW.CREATIVE-COMPANION.COM
QUOTE
WHAT ATTITUDE?WHAT GOALS?
WHO IS IT ?
WHICH BEHAVIOUR?
Just sketch your
ÀUVW�LPSUHVVLRQ��
(:709(;
065(3
,+<*(;
,+�.<,::
(:709(;06
5(3
(*;<
(3
(*;<
(3
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