We frequently receive inquiries about new initiatives, such as new businesses.
In that case, we will proceed together with project members selected from within your company.
Project members are often assembled from across departments, and depending on the size of the company, there may be cases where they have very few opportunities to talk to each other on a daily basis.
And we, Lionheart, who are outsiders, also join in.
In order to lead a project to success with this kind of team composition, it is crucial that everyone first shares the "purpose."
There are many types of communication, but the following two are particularly important when moving a project forward.
"the purpose"
"concept"
"Purpose" literally means "What is the purpose of this project?"
Project members are responsible for "projects (tactics)" that are positioned within the company's management plan.
First, with that premise in mind, understand the role and position of "projects" within your company.Putting your purpose into wordsThat is important.
Because the members come from various departments, in order for everyone to understand the objective and utilize their strengths, the objective isArticulating and sharing your thoughts is essential.。
Please note that this information will not be made public outside of the company.
It's perfectly fine to use informal language as long as the project members can understand it without any misunderstanding.
Many people may be wondering, "What exactly is a concept?"
There are various definitions, but here we will define it as follows:A concise and easy-to-understand representation of what the project will cover.I believe that...
For example, we received the following inquiry from one of our customers.
"We want to leverage the service resources we've been providing in the B2B market to enter the B2C market."
In short, this is a project to launch a new service for the B2C market.
However, the project members had no experience in B2C business and were in a state of "not knowing where to start or how to proceed."
Therefore, we decided to work with the members to define the "concept" for the new service we would be creating.
The vague images that exist in each person's mind,Let's rephrase it in simpler terms and share it.That's the reason.
By the way, at Lionheart, our concept is
"Outstanding features"
This is how it is defined.
I believe that as we work together with the members to articulate these "outstanding characteristics," they will become clear.
First, let's look at some existing services that have already been implemented.
A search reveals several websites for services that appear to be competitors.
We write down our impressions of those websites on sticky notes or similar and share them with each other.
The question we posed to the members at that time was simple.
"What impressions or words immediately came to mind when you looked at your competitors' websites?"
The keywords that came up were,
Positive content
Negative content
We'll roughly divide them into these categories.
HereJust go with your gut feeling.Let's proceed at a good pace without overthinking things.
Next,Prospective customer's perspectiveLet's consider this from that perspective.
The questions you might ask at this time could be something like this:
"When you hear the phrase 'the ideal [type of business] for a potential customer,' what impressions or words immediately come to mind?"
*Please replace "◯◯ shop" with your industry or service.
To make it easier to visualize potential customers, it's effective to create personas and share them among team members.
What's important is,To make the thoughts and images in your mind as concrete as possible and share them.Is.
Here too, I write down any keywords that come to mind on sticky notes or similar.
Next, compare this with the Post-it notes that were previously divided into positive and negative categories under "Competitor Comparison Perspective," and if there are any related items, place a Post-it note from "Prospective Customer Perspective" on top of them.
By doing this,
To what extent are companies offering the initial service meeting the needs of potential customers?
You will start to see it.
When you organize Post-it notes, they can be classified into the following four categories.
Items that are categorized positively from a "competitor comparison perspective" and have a Post-it note attached from a "prospective customer perspective".
Items that are classified as positive from a "competitor comparison perspective" but do not have a Post-it note indicating a "prospective customer perspective".
Items that are classified as negative from a "competitor comparison perspective" and have a Post-it note attached from a "prospective customer perspective".
Items that are classified as negative from a "competitor comparison perspective" and do not have a Post-it note attached from a "prospective customer perspective".
Let's take a closer look at each of them.
The items that fall into this category are:
It has become the standard in the industry.
Removing that would likely render the service unusable.
This is conceivable.
The keywords written here are also part of the concept.Absolutely essential elementsIs.
Regardless of the method of expression, you need to leave the impression on potential customers that "this place will definitely meet their needs."
The items that fall into this category are:
It has become the standard in the industry.
Removing that would likely render the service unusable.
This is conceivable.
The keywords written here are also part of the concept.Absolutely essential elementsIs.
Regardless of the method of expression, you need to leave the impression on potential customers that "this place will definitely meet their needs."
Cases that fall into this category are extremely rare.
Because this keyword is
"When you hear the phrase 'the ideal [type of business] for a potential customer,' what impressions or words immediately come to mind?"
That's because it stemmed from that question.
If this is
"When you hear the phrase 'not an ideal [type of] shop,' what impressions or words immediately come to mind?"
If the keywords that came up in response to that question overlapped with those of the competing service, then for the competing serviceBig problemIs.
Because without realizing it, you're likely giving off a negative impression of being "not an ideal [type of] shop."
From the perspective of a potential customer, things that fall into this category are not necessarily negative.
The "Competitive Comparison Perspective" section includes opinions from industry insiders who know the inner workings of the industry.
Therefore, points that are not very important to potential customers may be extracted as negative factors.
As a result, there are many things that are classified as "negative" but are not particularly bothersome or important to potential customers.
Let's take another look at the Post-it notes we've organized so far.
Items classified as positive:
From competitorsPoints to learn from and imitateThat can be said.
In particular, items with a Post-it note labeled "Prospective Customer Perspective"Absolutely essential elementsIs.
Items classified as negative:
When designing a servicePoints to avoidThis is what it will be.
Furthermore, some of the keywords extracted from the "prospective customer perspective" will likely not be superimposed on the sticky notes representing the "competitor comparison perspective."
these are,
Prospective customer needs that competing services have not yet met or recognized.
This is conceivable.
In other words,Elements that could become the features and strengths of the service we are about to launchIs.
By organizing and summarizing the keywords extracted and categorized in this way, the concept begins to take shape.
By having all project members participate in this work,Aligning the perspectives of the members makes the subsequent process incredibly smooth.
Concept development can seem difficult,
Leading competing services
Prospective customer perspective
By using these two clues, we can articulate the concept while maintaining a certain degree of objectivity.
When putting a concept into words,Simple language that even elementary and junior high school students can understand.I recommend this.
The reason is:
Easy to understand intuitively
Easy to remember
It is less prone to arbitrary interpretations and less likely to cause inconsistencies.
As a result, the project will proceed smoothly.
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