[BLANK_AUDIO] Hi, and welcome to your session on entrepreneurship and value creation. In our last few sessions, we've been learning about things like creativity, ideation and embracing your failures. This week, we're going to give you a whole new tool. It's called the action map. It provide you four blocks that help you walk through ideation. Meaning, what am I going to work on? Who are the people I'm going to serve? And what are my solutions? The last block is the most unique one, it's called our reality check box. This is to make sure you get out, talk to people, and find out, do you really understand the need and the problem? And do you really understand your customers and what they want? So, let's get started on our action map. [BLANK_AUDIO] Welcome to the Creativity, Innovation and Change Action Map Tutorial. This voice over PowerPoint video will show you the elements of the Action Map. How to use it and an example new product that followed the Action Map steps. Let's get started. Across this course, you've seen how a problem, need, pain, opportunity, or idea is the spark for change. You've been developing your creativity and innovation skills so you can make positive change happen. For example, you can work on a new process that rights a wrong, or saves time. You can develop a new product that prevents harm or improves health. Or you can form an organization that supports learning, or creates joy. The action map will help guide your efforts in creating positive change. So, let's go see the action map. To get started, we first work with the yellow boxes then the orange box and the green box. The blue arrows give you the hint that the map is iterative. You will learn as you go from yellow, to orange, to green boxes, the more times around the map you take, visiting each box, the better your solution. The greater the value and impact you can deliver. Let's walk through the action map. We start in the ideation zone and find a pain or an idea that you want to work on. The more dissatisfied or frustrated you are with something or the more intrigued you are to explore the idea, the better. Ideal, ideally, the pain in the idea is something you have personal experience with. Write it in the pain/idea box. Next, think about who has the need or pain, or who would be interested in your idea. These people will be your users and customers. Write them in this box. Finally, think up some solutions to the pain or develop some ways to move from an idea to reality. Use some of the synthesis and analysis skills described earlier in this course to come up with candidate solutions. Write down the solutions in the box. You're ready to transition to the value created box when you've written in each of the three yellow boxes and you have discussed the content of the three boxes with at least one person, answered their questions, and made any changes needed. It's okay to change what you've written in the boxes. You will be modifying your understanding of pains, users and solutions across time. You're in the value created box, now ask yourself, if I could deliver a solution to the pain or idea to the users and customers listed, what value or values am I delivering? You would like your solution to provide as much value as possible. Here are 12 example values that your solution could deliver. Reduce hassle, connect people, right a wrong, create jobs or reduce waste. You may have other values that you can list. And that's good. Write the values you can, or want to deliver, in the value created box. You're ready to transition to the prototype and field test box when you have written at least two values in the value created box, and you're ready to talk to people you don't know, about your action map. Make sure you can clearly and concisely describe the pain and the idea. The user, the customer. The solution you're working on and the value you want to create. Follow the B arrow to go to the green prototype and field test box. This is the real action part of the action map. Do some planning first. Make a list of prototypes or models, or sketches you can develop to help show your solution concepts. List the field tests or activities you plan to do. Above all, list the people you plan to talk with to find out if they have the pains you have defined. Are people inspired by your idea? Do people think your solution can work? Is your value list correct? Plan to talk with people you do not know. Friends and family will not always be open and honest. And will be reluctant to criticize your ideas. Here is some example field test to help you get started. Make prototypes or parts of prototypes showing the solution concept and try them out. Focus on talking with people who could be your potential users or customers. Observe people using a product that does not work or doing a process that you want to fix. Get in other people's shoes, meaning immerse yourself in the pain or the problem. Finally, set up tasks that will quickly either fail or succeed to test your solution. Use Jack Matson's Intelligent Fast Failure concepts. To complete this box, talk with at least ten people during your field test, and make notes. In the prototype and field test box, write down what you have learned in this validation step. For example, can the prototype be part of the solution? What worked, and what failed? Who will use or buy your solution? Are the users and buyers the same people? Yahoo, congratulations, you have completed circuit number one of your action map. You are now much wiser about the pain or the idea. The users, the customers, the solutions, and the value you want to create. Also, you have shown your willingness to embrace failure as a way to learn. Now, get ready to do the action map again. The more times you follow the action map process, the more valid and realistic your solution will be. To get restarted, transition back to the ideation boxes following the arrow marked C. And update all the entries in all five boxes in the action map. Then, work through all the boxes again. After multiple cycles around the action map, you will fully understand all the elements in the boxes, and you're becoming a change leader. You can start looking at how much cash you need to move ahead and who can be your partners. We have listed online resources to help move your idea from the action map phase to the full product, service or venture creation as seen on the entrepreneurship and value creation page. So, you see how the action map works. Let's walk through an example based on an real entrepreneur's experience, that's still going on. It's a start up based in China, called Smart Air Filter. So, what's the pain and the idea? Well, out door air quality in many major cities, such as New Delhi, Beijing and Ahwas, Iran is terrible. The cost of most effective indoor air filter systems is much more than the average person can pay. Who are the potential users or customers? Well, millions of average citizens who want cleaner air in their homes, at a reasonable price. So, what's a first solution concept? Well, a low cost air filter exists already that takes fine particles out of the air. It's called a HEPA, or high efficiency particulate air filter. Can pushing or pulling air through a HEPA filter with a simple fan, clean up the air in a room? And if we can get a solution, what would be the values we'd like to deliver? Well, we'd like to improve health. Save money over existing solutions, improve satisfaction with living in a city and it should be a simple design, and it has to be effective. So, the developers had to come up with a field test to prove the idea concept. First, they bought a HEPA filter for about $14 and strapped it on the front of a basic fan. Cost about $35. They also bought a particulate air monitor, for about $260. They wanted to measure the particulate air levels in the room before running the fan, and after running the fan, with the HEPA filter attached. Also, they planned to talk with potential users and buyers and find out from those people what's important to them. It turns out the result from the prototype and field test were promising. The smart air filter team ran the fan and HEPA filter and monitored air quality improvement over an 8 hour period in a 15 square meter room. They measured how much the levels of particulate matter dropped in the air. PM 0.5 means air particles less than 0.5 microns in diameter and PM 2.5 means air particles less than 2.5 microns in diameter. They ran this trial in many residences to get average results. This table shows the percent reduction in air particle count, and these results were similar to the air quality improvement provided by systems costing hundreds of dollars. So, the team saw some initial success with this field trial. It proved that they had a potential solutions, and they left with some important insights, such as, should they try a faster fan, to see if the reduction in particle count could be even better. They found some people wanted a do it yourself, or a DIY solution. Low price and effectiveness were both important to people, and replacing the HEPA filters had to be easy, and easy to buy. People need to be convinced that the simple HEPA filter and fan design works as well as an expensive system. So, you can go to the smart air filter website to learn more about the company's progress, products, and solutions. Well, that's the end of the tutorial, here's the blank CIC action map again. Now, it's your turn, good luck and let us know what solutions and value you are creating, where you live. Right or wrong.
