Enabling designers and product managers to exert greater influence
summary
Practical playbook: use a structural-cultural assessment to map who controls budgets and align proposals to one of five executive priorities (revenue, cost, market share, existing customers, shareholder value). Example: a £30bn grocer stalls on a 3–5 year ERP rewrite until a first slice is reframed to deliver immediate buyer-side value and wins the chief commercial officer. Diagnose cultural style with the competing‑values frame and work the network by finding brokers to reach mavens; these tactics win faster, local wins scale.
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chapters (25)
- 0:00Intro
- 0:27Quick poll - Question #1
- 2:42Have you ever been on a project where...
- 3:13Why do people reject change?
- 3:57About this talk
- 4:27Itay Ziv Lead design strategist
- 6:10The business as a social system
- 7:26Case study
- 11:39We are investing money to increase value
- 12:59Who's paying for it? What are they investing in? is there someone else who might care about the added value?
- 13:57Tip #1: Follow the money
- 14:49Competing Values Framework
- 17:08Example - The Grocer case
- 17:56Example #2 - The Scaleup
- 19:07Map your space
- 20:56At what stage of the change are WE in?
- 21:52Where do YOU operate best?
- 22:10Tip #2: Understand the cultural contracts
- 22:45Hierarchical org chart
- 23:01Nonlinear org chart
- 24:04Social epidemics
- 26:04Dynamic social network
- 27:07Correctly classify relationships
- 28:10It's all about giving
- 29:08Recap
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