Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Decision cheat sheet
1. How do I select the
most important
change to make??
Which option is more
important??
Is this change worth
making?? How much
will it cost and what
will I get?
All
goo
bes
Analysing forces for
and against change. -
How much resistance
can i expect if i go
through with this
decision?
How Can I get more
viewpoints on this
problem!
This problem is not
manageable it is too
complex!!
How do I find out what
the cause of the
problem really is? How do all these
factors and
parameters relate to
each other?
2.
3. Sometimes the prob
big or complex that
in our mind - Theref
Which option is more tools to help us.
important??
Often Problems are Complex a
the core of the problem to unde
making a hasty misinformed de
All options seem
good!! Which is the This is often a good starting po
best for me??
COMPLEXTITY
I need to see
outcomes of my Once you have understood and
decisions and perform
projections!! into manageable parts, analysed
options you need to decide whic
Decision Making Tools will help y
DECISION MAKI
I need to see the pros
and cons of these
options now!!
How do all these
factors and
parameters relate to
each other?
4.
5. etimes the problem we face is just so
r complex that we cannot handle it all
r mind - Therefore we do well in using
to help us.
ms are Complex and we need to drill down to
he problem to understand it fully and to avoid
sty misinformed decision.
a good starting point!
COMPLEXTITY TOOLS
ve understood and broken down your problem
able parts, analysed and synthezised solution
eed to decide which option to choose.
ing Tools will help you with this!
DECISION MAKING TOOLS
6.
7. Decision Making Tools
Help to select the most important change to make.
Pareto Analysis
Evaluate the relative importance of different options.
Paired Comparison
How to select between several good options.
Grid Analysis
Projecting the outcome inorder to help you to decide.
Decision Tree
Weighting the Pros and Cons of a decision.
PMI
Assess which forces are against and for a change and how to balance the scales in yo
Force Field
Lets you look at the decision from all viewpoints
Six Thinking Hats
Helps you to determine if the change is worth doing!
Cost/Benefit Analysis
Takes your feelings into the assessment. Instinct and Gut reaction
Traffic Light
11. Complexity Managining Tools
Extracting as much information as possible from the facts.
Appreciation Method
Dividing the problem into manageable parts.
Drill Down Analysis
Identifying likely causes of problems.
Cause and Effect Analysis
Understanding how factors influence and affect each other.
Systems Diagrams
Analyzing, Strengths, Weaknesses, Opportunities and Threats in the situation.
SWOT
Assess possible risks inorder to mitigate the possebility of harm.
Risk Analysis
13. Complexity Managining Tools
Appreciation Method
Appreciation is a very simple but powerful technique for extracting the maximum
amount of information from a simple fact.
HOW TO:
Starting with a fact, ask the question 'So what?' - i.e. what are the implications of
that fact? Keep on asking that question until you have drawn all possible inferences
Fact: It rained heavily last night
So What?
- The ground will be wet
So What?
- It will turn into mud quickly
So What?
- If many troops and vehicles pass over the same ground, movement will be
progressively slower and more difficult as the ground gets muddier and more
difficult.
So What? - Where possible, stick to metalled roads. Otherwise expect movement to
be much slower than normal.
14.
15. START PAGE DECISION MAKING TOOLS
NOTE: The simplicity of this tool belies the effectiveness of it. Make no
doubt about it this is a very powerful tool to use.
While it would be possible to reach this conclusion without the use of a
formal technique, appreciation provides a framework within which you can
extract information quickly, effectively and reliably.
19. Complexity Managining Tools
Drill down
Drill down is a simple technique for breaking complex problems down into
progressively smaller parts.
Drilling into a question helps you to get a much deeper understanding of it. The
process helps you to recognise and understand the factors that contribute to it. Drill
Down prompts you to link in information that you had not initially associated with a
problem. It also shows exactly where you need further information
HOW TO:
1) start by writing the problem down on the left-hand side of a large sheet of paper.
2) A little to the right of this, write down a list of points relating to the problem. These
may be factors contributing to the problem, information relating to it, or questions
raised by it. This process of breaking the problem down into its component part is
called 'drilling down'.
3) For each of these points, repeat the process. Keep on drilling down into points
until you fully understand the factors contributing to the problem. If you cannot break
them down using the knowledge you have, then carry out whatever research is
necessary to understand the point.
See the example to the right. The problem is how to improve the waterquality of the
beaches of the city.
20.
21. START PAGE DECISION MAKING TOOLS
A well known technique that has been used successfully a long time. In latin it
is called "Divide et Impere" - Divide and rule.
25. Complexity Managining Tools
systems diagrams
System diagrams are powerful tools that help you to understand how
complex systems work. Systems analysed may be anything from
businesses, through biological population models, to the impact of
social policy, etc.
System diagrams are particularly helpful in showing you how a
change in one factor may impact elsewhere. They are excellent tools
for flushing out the long term impacts of a change. Importantly, a
good system diagram will show how changing a factor may feed
back to affect itself!
Drawing a system diagram is a good way of starting to build a
computer model. The technique helps you to lay out the structure of
the system to be modelled. It shows which factors and relationships
are important, and helps you to start quantifying the linkages
between factors
Syntax and Semantics
1) Relationships
At the heart of the use of system diagrams is the idea of linking
factors to show a relationship between them. The Relationship is
modelled by an arrow which points in the direction of the
relationship.
The Relationship cannot go against the direction of the arrow. ie. in
figure 1 we cannot say that if Customer Satiesfaction increases that
so will Quality of the product.
1.1) Same Way relationships
A company believes that raising quality of their product will increase
customer satisfaction. This is modelled as a Same Way Relationship
in figure 1. The S above the arrow denotes that it is a Same Way
Relationship.
1.2) Opposite Way Relationship
Furthermore the company belives that raising the price of the
product will lower customer satiesfaction. This is modelled as a
26. so will Quality of the product.
1.1) Same Way relationships
A company believes that raising quality of their product will increase
customer satisfaction. This is modelled as a Same Way Relationship
in figure 1. The S above the arrow denotes that it is a Same Way
Relationship.
1.2) Opposite Way Relationship
Furthermore the company belives that raising the price of the
product will lower customer satiesfaction. This is modelled as a
Opposite Way Relationship in figure 2. The O above the arrow
denotes that it is a Opposite Way Relationship
2) Feedback Loops
Feedback is an important concept in the use of system diagrams - in
very many cases changing one factor will impact on another factor,
which will then affect the first.
Feedback can either reduce the impact of the change, or will amplify
it.
2.2) Balancing Loops
Where feedback reduces the impact of a change, we call this a
Balancing Loop. Figure 3 shows an example of a balancing loop,
where an under-resourced service company is trying to raise quality.
2.3) Reinforcing Loops
Where feedback increases the impact of a change, we call this a
Reinforcing Loop. Figure 5 shows an example of a theatre trying to
improve its profitability by investing more in productions.
3) External factors
So far have we ignored all influences from external factors. In our
balancing loop example above we assumed that demand was raised
only as customers became more satisfied. In reality demand is just
as likely to be affected by the state of the economy. This is shown by
modifying the diagram as shown in Figure 7.
27.
28. START PAGE DECISION MAKING TOOLS
Systems diagrams allow you to model the way in which
complex systems work. They help you to think through the w
in which the factors within a system interact and feed back
upon themselves.
You should now be able to analyse:
*how factors are related, and how one factor will change wh
another changes
*how factors may feed back in either balancing loops or
reinforcing loops
*how external factors impact on the system
*how gaps operate
*how delay affects the system
*all the complexities of a system
29.
30.
31. AKING TOOLS COMPLEXTITY TOOLS
way in which
ink through the way
t and feed back
or will change when
cing loops or
m
32.
33.
34. Complexity Managing Tools
SWOT
Strenghts, Weaknesses, Opportunities and Threats.
SWOT Analysis is a very effective way of identifying your Strengths and
Weaknesses, and of examining the Opportunities and Threats you
face. Carrying out an analysis using the SWOT framework will help you
to focus your activities into areas where you are strong, and where the
greatest opportunities lie.
How to use tool:
To carry out a SWOT Analysis write down answers to the following
questions. Where appropriate, use similar questions:
Strengths:
What are your advantages?
What do you do well?
What do other people see as your strengths?
Consider this from your own point of view and from the point of view of
the people you deal with. Don't be modest - be realistic. If you are
having any difficulty with this, try writing down a list of your
characteristics. Some of these will hopefully be strengths!
Weaknesses:
35. What do other people see as your strengths?
Consider this from your own point of view and from the point of view of
the people you deal with. Don't be modest - be realistic. If you are
having any difficulty with this, try writing down a list of your
characteristics. Some of these will hopefully be strengths!
Weaknesses:
What could you improve?
What do you do badly?
What should you avoid?
Again, consider this from an internal and external basis - do other
people seem to perceive weaknesses that you do not see? Are your
competitors doing any better than you? It is best to be realistic now,
and face any unpleasant truths as soon as possible.
Opportunities:
Where are the good opportunities facing you?
What are the interesting trends you are aware of?
Useful opportunities can come from such things as:
Changes in technology and markets on both a broad and narrow scale
Changes in government policy related to your field
Changes in social patterns, population profiles, lifestyle changes, etc.
Local Events
Threats:
What obstacles do you face?
What is your competition doing?
Are the required specifications for your job, products or services
changing?
Is changing technology threatening your position?
Do you have bad debt or cash-flow problems?
Carrying out this analysis will often be illuminating - both in terms of
pointing out what needs to be done, and in putting problems into
perspective.
36. START PAGE DECISION MAKING TOOLS
You can perform a SWOT analysis for your competitors or cli
ths and can reveal some interesting insights.
ou
elp you
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38. AKING TOOLS COMPLEXTITY TOOLS
competitors or clients as this
39.
40. Complexity Managining Tools
risk analysis
How to Evaluate and Manage the Risks You Face
Why use the tool?
Risk Analysis is a formal framework that helps you to assess the risks
that you or your organisation face. A good risk analysis will help you to
decide what actions to take to minimise disruptions to your plans. It
will also help you to decide whether the strategies you could use to
control risk are cost-effective.
Here we define risk as 'the perceived extent of possible loss'.
Different people will have different views of the impact of a particular
risk - what may be a small risk for one person may destroy the
livelihood of someone else.
One way of putting figures to risk is to calculate a value for it as:
risk = probability of event * cost of event
Doing this allows you to compare risks objectively. We use this
approach formally in decision making with Decision Trees.
1. Identify Threats:
The first stage of a risk analysis is to identify threats facing you.
Threats may be:
Human - from individuals or organisations, illness, death, etc.
Procedural - from failures of accountability, internal systems and
controls, organisation, etc.
Natural - threats from weather, natural disaster, accident, disease,
etc.
Technical - from advances in technology, technical failure, etc.
Political - from changes in tax regimes, public opinion, government
policy, foreign influence, etc.
Project - risks of cost over-runs, jobs taking too long, of insufficient
product or service quality, etc.
Financial - from business failure, stock market, interest rates,
unemployment, etc.
41. Procedural - from failures of accountability, internal systems and
controls, organisation, etc.
Natural - threats from weather, natural disaster, accident, disease,
etc.
Technical - from advances in technology, technical failure, etc.
Political - from changes in tax regimes, public opinion, government
policy, foreign influence, etc.
Project - risks of cost over-runs, jobs taking too long, of insufficient
product or service quality, etc.
Financial - from business failure, stock market, interest rates,
unemployment, etc.
Others
This analysis of threat is important - it is easy to overlook important
threats. One way of trying to capture them all is to use a number of
different approaches:
Firstly, run through a list such as the one above, to see if any apply
Secondly, think through the systems, organisations or structures you
operate, and analyse risks to any part of those
See if you can see any vulnerabilities within these systems or
structures
Ask other people, who might have different perspectives.
2. Estimate Risk:
Once you have identified the threats you face, the next step is to work
out the likelihood of the threat being realised and to assess its impact.
One approach to this is to make your best estimate of the probability
of the event occurring, and to multiply this by the amount it will cost
you to set things right if it happens. This gives you a value for the risk.
3. Managing Risk:
Once you have worked out the value of risks you face, you can start
to look at ways of managing them. When you are doing this, it is
important to choose cost effective approaches - in most cases, there
is no point in spending more to eliminating a risk than the cost of the
event if it occurs. Often, it may be better to accept the risk than to
use excessive resources to eliminate it.
Risk may be managed in a number of ways:
*By using existing assets:
Here existing resources can be used to counter risk. This may involve
improvements to existing methods and systems, changes in
responsibilities, improvements to accountability and internal controls,
etc.
*By contingency planning:
You may decide to accept a risk, but choose to develop a plan to
minimise its effects. A good contingency plan will allow you to take
action immediately, with the minimum of project control.
*By investing in new resources:
42. *By using existing assets:
Here existing resources can be used to counter risk. This may involve
improvements to existing methods and systems, changes in
responsibilities, improvements to accountability and internal controls,
etc.
*By contingency planning:
You may decide to accept a risk, but choose to develop a plan to
minimise its effects. A good contingency plan will allow you to take
action immediately, with the minimum of project control.
*By investing in new resources:
Your risk analysis should give you the basis for deciding whether to
bring in additional resources to counter the risk.
4. Reviews:
Once you have carried out a risk analysis and management exercise,
it may be worth carrying out regular reviews. These might involve
formal reviews of the risk analysis, or may involve testing systems
and plans appropriately.
43. START PAGE DECISION MAKING TOOLS
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49. Decision Making Tools
pareto analysis - 80/20 rule
The Pareto principle - the idea that by doing 20% of work you
can generate 80% of the advantage of doing the entire
job. Pareto analysis is a formal technique for finding the
changes that will give the biggest benefits. It is useful
where many possible courses of action are competing for
your attention
To start using the tool:
1) Write out a list of the changes you could make. If you
have a long list, group it into related changes.
2) Then score the items or groups. The scoring method
you use depends on the sort of problem you are trying to
solve. For example, if you are trying to improve
profitability, you would score options on the basis of the
profit each group might generate. If you are trying to
improve customer satisfaction, you might score on the
basis of the number of complaints eliminated by each
change.
DO THIS
The first change to tackle is the one that has the highest
score. This one will give you the biggest benefit if you
solve it.
NOTE:
The options with the lowest scores will probably not even
be worth bothering with - solving these problems may
cost you more than the solutions are worth
51. START PAGE DECISION MAKING TOOLS
Pareto Analysis shows the lack of symmetry that almost
always appears between work put in and results achieved.
This can be seen in area after area of competitive activity.
The figures 80 and 20 are illustrative - for example, 13% of
work could generate 92% of returns.
Vilfredo Pareto(1848-1923) was an Italian economist who
noted that approximately 80% of wealth was owned by only
20% of the population. This was true in almost all the
societies he studied.
52.
53. COMPLEXTITY TOOLS
ry that almost
results achieved.
mpetitive activity.
example, 13% of
economist who
as owned by only
most all the
54.
55. Complexity Managining Tools
Cause and effect diagram
Cause & Effect Diagrams help you to think through causes of a
problem thoroughly. Their major benefit is that they push you
to consider all possible causes of the problem, rather than just
the ones that are most obvious.
The approach combines brainstorming with use of a type of
Concept Map.
This type of diagram is also called Ishikawa or fish diagram.
1) Identify the problem: Write down the exact problem you
face in detail. Where appropriate identify who is involved, what
the problem is, and when and where it occurs. Write the
problem in a box on the left hand side of a large sheet of
paper. Draw a line across the paper horizontally from the box.
This gives you space to develop ideas.
2) Work out the major factors involved: Next identify the
factors that may contribute to the problem. Draw lines off the
spine for each factor, and label it. These may be people
involved with the problem, systems, equipment, materials,
external forces, etc. Try to draw out as many possible factors
as possible. If you are trying to solve the problem as part of a
group, then this may be a good time for some brainstorming!
Using the 'Fish bone' analogy, the factors you find can be
though of as the bones of the fish.
3) Identify possible causes: For each of the factors you
considered in stage ii, brainstorm possible causes of the
problem that may be related to the factor. Show these as
smaller lines coming off the 'bones' of the fish. Where a cause
is large or complex, then it may be best to break the it down
into sub-causes. Show these as lines coming off each cause
line.
56. though of as the bones of the fish.
3) Identify possible causes: For each of the factors you
considered in stage ii, brainstorm possible causes of the
problem that may be related to the factor. Show these as
smaller lines coming off the 'bones' of the fish. Where a cause
is large or complex, then it may be best to break the it down
into sub-causes. Show these as lines coming off each cause
line.
4) Analyse your diagram: By this stage you should have a
diagram showing all the possible causes of your problem.
Depending on the complexity and importance of the problem,
you can now investigate the most likely causes further. This
may involve setting up investigations, carrying out surveys,
etc. These will be designed to test whether your assessments
are correct.
57. START PAGE DECISION MAKING TOOLS
TIP:
A good starting point can be the following 5 m
factors: manpower, machines, methods, mat
and environment. Depending on your situatio
remove or add major factors to fit into your
organisation.
Tools
No training on the tools
Methods
Wrong tools for the job
Not enough environments to test in
Unit test was removed
from the process
Unclear Requirements
Testing
takes
Lacking right skillset
Understaffed from
More bugs than beginning
anticipated
Added too much staff in mid
project which delayed everything
Quality Staff
58. Lacking right skillset
Understaffed from
More bugs than beginning
anticipated
Added too much staff in mid
project which delayed everything
Quality Staff
59. AKING TOOLS COMPLEXTITY TOOLS
e the following 5 major
es, methods, materials
g on your situation
s to fit into your
ools for the job
ments to test in
Testing of the system
takes too long time
taffed from
ginning
o much staff in mid
h delayed everything
61. Decision Making Tools
paired comparison analysis
Paired Comparison Analysis helps you to work out the
importance of a number of options relative to each other. It is
particularly useful where you do not have objective data to base
this on.
This makes it easy to choose the most important problem to
solve, or select the solution that will give you the greatest
advantage. Paired Comparison Analysis helps you to set
priorities where there are conflicting demands on your
resources.
How to use the tool:
Follow these steps to use the technique:
1) List the options you will compare. Assign a letter to each
option.
2) Set up a table with these options as row and column
headings.
3) Block out cells on the table where you will be comparing an
option with itself - there will never be a difference in these cells!
These will normally be on the diagonal running from the top left
to the bottom right.
4) Also block out cells on the table where you will be duplicating
a comparison. Normally these will be the cells below the
diagonal.
5) Within the remaining cells compare the option in the row with
the one in the column. For each cell, decide which of the two
options is more important. Write down the letter of the more
important option in the cell, and score the difference in
importance from 0 (no difference) to 3 (major difference).
6)Finally, consolidate the results by adding up the total of all the
values for each of the options. You may want to convert these
values into a percentage of the total score.
63. START PAGE DECISION MAKING TOOLS
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64.
65. DECISION MAKING TOOLS COMPLEXTITY TOOLS
ce of different courses of
re not clear, or are
ce between factors.
66.
67. Decision Making Tools
Grid analysis (well almost)
1) Starting point: Write down all pertinent data for both options
(in this case two persons have been interviewed and a job offer will be
extended to one of them)
Person A Person B Person A
Analytical 8years of work experience Analytical
Experienced tester Branch knowledge Experienced tester
Management experience Excellent Technical skills Management experience
Good social skills Knows websphere Good social skills
Can start now Good social skills Can start now
Experience from multicult. Experience from multicult.
Workplaces knows iso9001 Workplaces
Knows ISO9001 Can start now Knows ISO9001
2) Find out which
options negate each
other and strike them
Knows spanish out
Person A Person B Person A
Analytical 8years of work experience Analytical
Experienced tester Branch knowledge 4) Congratulations your decision Experienced tester
Management experience Excellent Technical skills has been simplified Management experience
Knows websphere
Experience from multicult. Experience from multicult.
Workplaces Knows spanish Workplaces
Good social skills Good social skills Good social skills
Knows ISO9001 knows iso9001 Knows ISO9001
Can start now Can start now Can start now
68.
69. START PAGE DECISION MAKING TOOLS
Person B
8years of work experience
Branch knowledge
Excellent Technical skills
Knows websphere
Good social skills
knows iso9001
Can start now
Knows spanish
3) See if there are any different but equally important factors that negate each other
Person B
8years of work experience
Branch knowledge
Excellent Technical skills
Knows websphere
Knows spanish
Good social skills
knows iso9001
Can start now
73. Decision Making Tools
Decision tree
Decision Trees are excellent tools for helping you to choose
between several courses of action. They provide a highly
effective structure within which you can lay out options and
investigate the possible outcomes of choosing those
options. They also help you to form a balanced picture of
the risks and rewards associated with each possible course
of action
CREATE YOUR DECISION TREE
1) Start a Decision Tree with a decision that you need to
make. Draw a small square to represent this towards the
left of a large piece of paper.
2) From this box draw out lines towards the right for each
possible solution, and write that solution along the line. Keep
the lines apart as far as possible so that you can expand
your thoughts.
3) At the end of each line, consider the results. If the result
of taking that decision is uncertain, draw a small circle. If the
result is another decision that you need to make, draw
another square. Squares represent decisions, and circles
represent uncertain outcomes.
4) Write the decision or factor above the square or circle. If
you have completed the solution at the end of the line, just
leave it blank.
5) Starting from the new decision squares on your diagram,
draw out lines representing the options that you could
select.
6) From the circles draw lines representing possible
outcomes. Again make a brief note on the line saying what it
means.
Keep on doing this until you have drawn out as many of the
possible outcomes and decisions as you can see leading on
from the original decisions
74. REVIEW AND EVALUATE YOUR DECISION TREE
Once you have done this, review your tree diagram.
Challenge each square and circle to see if there are any
solutions or outcomes you have not considered. If there are,
draw them in. If necessary, redraft your tree if parts of it are
too congested or untidy. You should now have a good
understanding of the range of possible outcomes of your
decisions.
Now you are ready to evaluate the decision tree. This is
where you can work out which option has the greatest worth
to you. Start by assigning a cash value or score to each
possible outcome - how much you think it would be worth to
you if that outcome came about.
Next look at each circle (representing an uncertainty point)
and estimate the probability of each outcome. If you use
percentages, the total must come to 100% at each circle. If
you use fractions, these must add up to 1. If you have data
on past events you may be able to make rigorous estimates
of the probabilities. Otherwise write down your best guess.
CALCULATE THE VALUE OF NODES
Where you are calculating the value of uncertain outcomes
(circles on the diagram), do this by multiplying the value of
the outcomes by their probability. The total for that node of
the tree is the total of these values.
75. FINALIZE THE TREE
1) When you are evaluating a decision node, write down the
cost of each option along each decision line.
2) Then subtract the cost from the outcome value that you
have already calculated. This will give you a value that
represents the benefit of that decision.
Note that amounts already spent do not count for this
analysis - these are 'sunk costs' and (despite emotional
counter-arguments) should not be factored into the decision.
When you have calculated these decision benefits, choose
the option that has the largest benefit, and take that as the
decision made. This is the value of that decision node.
76.
77. START PAGE DECISION MAKING TOO
NOTE:
It is seldom you need to go further than 2-3
decision tree. If you start to get more levels
tree to see if you are bogged down in detai
big picture.
78.
79.
80.
81. DECISION MAKING TOOLS COMPLEXTITY TOOLS
to go further than 2-3 levels down in the
tart to get more levels take a look at your
bogged down in details and loosing the
82.
83.
84.
85. Decision Making Tools
plus/minus/implications
PMI stands for 'Plus/Minus/Implications'. It is a valuable improvement
to the 'weighing pros and cons' technique used for centuries.
PMI is an important decision-making tool:
In comparison to Pareto, Paired comparison, Grid Analysis and
Decision Tree which are focused on selecting a course of action
from a range of options. PMI checks what implications the decision
will have.
Before you move straight to action on this course of action, it is
important to check that it is going to improve the situation (it may
actually be best to do nothing!)
To use PMI:
1) draw up a table headed up 'Plus', 'Minus', and 'Implications'.
2) In the column underneath 'Plus', write down all the positive results
of taking the action.
3) Underneath 'Minus' write down all the negative effects.
4) In the 'Implications' column write down the implications and
possible outcomes of taking the action, whether positive or negative
OPTIONAL - If the decision is still not obvious.
5) score the table to show the importance of individual items. The
total score should show whether it is worth implementing the
decision.
91. Decision Making Tools
force field analysis
Force Field Analysis is a useful technique for looking at all the
forces for and against a decision. In effect, it is a specialized
method of weighing pros and cons. By carrying out the
analysis you can plan to strengthen the forces supporting a
decision, and reduce the impact of opposition to it
CREATE THE FORCE FIELD DIAGRAM:
1) List all forces for change in one column to the left
2) List all forces against change in another column to the right.
3) Assign a score to each force, from 1 (weak) to 5 (strong).
4) Draw a diagram, write the plan or decision in the main box
and then the forces for and against change. Show the size of
each force as a number next to it.
92.
93. START PAGE DECISION MAKING TOOLS
Where you have already decided to carry out a projec
Analysis can help you to work out how to improve its p
success. Here you have two choices:
1) To reduce the strength of the forces opposing a pro
2) To increase the forces pushing a project.
Often the most elegant solution is the first: just trying
through may cause its own problems. People can be u
change is forced on them.
94.
95. AKING TOOLS COMPLEXTITY TOOLS
carry out a project, Force Field
w to improve its probability of
:
es opposing a project, or
project.
e first: just trying to force change
s. People can be uncooperative if
96.
97. Decision Making Tools
six thinking hats
'Six Thinking Hats' is an important and powerful technique. It is used
to look at decisions from a number of important perspectives. This
forces you to move outside your habitual thinking style, and helps you
to get a more rounded view of a situation.
Many successful people think from a very rational, positive viewpoint.
This is part of the reason that they are successful. Often, though, they
may fail to look at a problem from an emotional, intuitive, creative or
negative viewpoint. This can mean that they underestimate resistance
to plans, fail to make creative leaps and do not make essential
contingency plans.
Similarly, pessimists may be excessively defensive. Emotional people
may fail to look at decisions calmly and rationally.
If you look at a problem with the 'Six Thinking Hats' technique, then
you will solve it using all approaches. Your decisions and plans will mix
ambition, skill in execution, public sensitivity, creativity and good
contingency planning.
This tool was created by Edward de Bono.
The six hats explained
*White Hat – Analyzing, data processing,facts, figures, information
needs and gaps. Lets drop the agreements and proposals, and look
at the data
*Red Hat – Feelings, hunches, gut feeling, Does not need to be
justified by logic.
*Black Hat – Judgement, defensivly, finding out all bad points. The
Devil’s Advocate, or why something may not work. Must be logical.
*Yellow Hat – Optimistic Viewpoint, benefits. This the logical why
something will work and why it will offer benefits. Loking forward to
the results.
*Green Hat – freewheling creativity, no critisism, all goes.
Possibilities, alternatives and new ideas
*Blue Hat – Process control, directing the session. It looks not at the
98. Devil’s Advocate, or why something may not work. Must be logical.
*Yellow Hat – Optimistic Viewpoint, benefits. This the logical why
something will work and why it will offer benefits. Loking forward to
the results.
*Green Hat – freewheling creativity, no critisism, all goes.
Possibilities, alternatives and new ideas
*Blue Hat – Process control, directing the session. It looks not at the
subject but at the thinking about the subject. Us it at the beginning
of the meeting to clarify the following:why we are here, definition of
the situation, alternative definitions, what we want to achieve, where
we want to end up, 6 hats explantion, plan for the sequence of the
hats to be used.
Use it at the end of the meeting to indicate: outcome, conclusion,
design, solution and next steps.
HOW TO USE IN GROUP1:
1) Everyone puts on the Blue Hat in the beginning and agrees on a
predetermined sequence of hats to use in the meeting.
This is the most useful method unless there is experience in using
the 6 hats since otherwise it can be perceived that the person
choosing the sequence manipulates the group.
HOW TO USE IN GROUP2:
1) Assign one person to wear the Blue hat and to ensure that
everyone knows what the hat colors mean.
2) The person wearing the Blue Hat will initiate the meeting by
introducing the problem and asking that everyone regard it with a
Yellow hat on their head. (any hat color works fine, yellow was just
an example)
3) Blue Hat, will ask people to change hat from time to time to
ensure that all angles are covered.
* Remember everyone changes hats at the same time.
HOW TO USE IN GROUP3: (Evolving method)
1) Everyone agrees on which color the meeting is started with.
2) When the hat is completed the next hat is chosen and so forth...
* The disadvantage of this method is that it can take time to decide
which hat is to be used next.
99. HOW TO USE IN GROUP3: (Evolving method)
1) Everyone agrees on which color the meeting is started with.
2) When the hat is completed the next hat is chosen and so forth...
* The disadvantage of this method is that it can take time to decide
which hat is to be used next.
HOW TO ALONE:
1) Put on any hat you wish and think about the problem let a few
minutes pass and change hat color.
100. START PAGE DECISION MAKING TOO
que. It is used You can use Six Thinking Hats in meetings
ectives. This In meetings it has the benefit of blocking th
e, and helps you happen when people with different thinking
same problem.
sitive viewpoint. Some Rules:
en, though, they *There are no bad hats
ve, creative or *Everybody has to stay with the current ha
mate resistance *There should not be any typecasting. ie. th
essential hold a specific color.
*Dont allocate too much time per color, it is
motional people time than to have people sitting and just w
chnique, then
nd plans will mix TIP About hat sequences:
and good
1) Always use blue hats in the beginning an
2) Red hat can be used immediatly after th
are a lot of emotions already present. It sh
cases if there are no pre-existing feelings o
express his/hers feelings since some peop
agree or to steer their thinking in the bosse
3) For assessment situations use the yellow
hat. If there are no opportunities then there
with black hat thinking.
4) For the green, yellow and black hats it c
do some individual thinking during a meetin
"lets take two minutes to think about this w
, information
osals, and look
eed to be
points. The
ust be logical.
ogical why
ng forward to
oes.
ooks not at the
101. ust be logical.
ogical why
ng forward to
oes.
ooks not at the
he beginning
, definition of
achieve, where
uence of the
conclusion,
agrees on a
.
nce in using
person
re that
eting by
ard it with a
low was just
time to
ed with.
nd so forth...
me to decide
103. DECISION MAKING TOOLS COMPLEXTITY TOOLS
king Hats in meetings or on your own.
e benefit of blocking the confrontations that
with different thinking styles discuss the
ats
ay with the current hat
any typecasting. ie. that specific persons
uch time per color, it is better to extend the
ople sitting and just waiting.
nces:
ats in the beginning and the end.
ed immediatly after the initial blue hat if there
already present. It should be avoided in the
pre-existing feelings or if a boss is there to
ings since some people can feel the need to
ir thinking in the bosses direction.
tuations use the yellow hat before the black
pportunities then there is no need to continue
g.
ow and black hats it can be very beneficial to
inking during a meeting. The faciliator can say
s to think about this with our green hats."
104.
105.
106. Decision Making Tools
Cost benefit analysis
Evaluating Quantitatively Whether to Follow a Course of Action
Cost/Benefit Analysis is a relatively simple and widely used
technique for deciding whether to make a change. As its name
suggests, to use the technique simply add up the value of the
benefits of a course of action, and subtract the costs
associated with it.
Costs are either one-off, or may be ongoing. Benefits are most
often received over time. We build this effect of time into our
analysis by calculating a pay-back period. This is the time it
takes for the benefits of a change to repay its costs. Many
companies look for pay-back over a specified period of time -
e.g. three years.
In its simple form, cost/benefit analysis is carried out using only
financial costs and financial benefits.
For example, a simple cost/benefit analysis of a road scheme
would measure the cost of building the road, and subtract this
from the economic benefit of improving transport links. It would
not measure either the cost of environmental damage or the
benefit of quicker and easier travel to work.
A more sophisticated approach to cost/benefit analysis is to try
to put a financial value on these intangible costs and benefits.
This can be highly subjective - is, for example, a historic water-
meadow worth £25,000, or is it worth £500,000 because if its
environmental importance? What is the value of stress-free
travel to work in the morning?
112. Decision Making Tools
Traffic Light
The Traffic Light is a way of quantifying emotions into the
decision process. Clinical research shows that emotions are
the brains own way of filtering away bad experiences and
decisions and letting the good ones to surface. When you
take a decision and act on it your body makes sure that
depending on the outcome a emotion is attached to the
decision you just made.
Therefor should you acknowledge your feelings and weight
them into your decision making process. Traffic light is a tool
for doing just that.
HOW TO:
1) Try to sit down in a environment where you can be in peace,
2) See if you are feeling any negativ emotions related to the
decision.
3) If you do try to map them against a specific item in the
decision that causes it. This your time to probe and to
understand why you feel these negativ emotions.
4) If you find out what causes the emotion and it is indeed
relative to the decision, change your decision analysis made
earlier accordingly to this new finding.
113.
114. START PAGE DECISION MAKING TOO
NOTE:
Traffic Light should be used after your have used
another method or process to structure your options
and implications.
You should not give too much weight to your feelings in
comparison to your other decision making processes
but neither should you ignore or downplay them.
peace,
o the
he
ed
made
115.
116. DECISION MAKING TOOLS COMPLEXTITY TOOLS
your have used
ucture your options
ight to your feelings in
n making processes
downplay them.
117.
118.
119.
120.
121.
122. How do I select the
most important
change to make??
Is this change worth
making?? How much
will it cost and what
will I get?
Pareto
Analysis
Cost/Benefit
Analysis
Analysing forces for
and against change. - Force Field
How much resistance
DECISON
can i expect if i go Analysis Problem
through with this
decision?
6 Thinking
Hats
PMI
I need more
viewpoints on this
problem!
I need to see the pros
and cons of these
options now!!
123. I need to see the pros
and cons of these
options now!!
124. the
?? Which option is more
important??
Pareto
Analysis
Paired
Comparison All options seem
Analysis good!! Which is the
best for me??
ECISON Grid
Problem Analysis
Decision
Tree I need to see
outcomes of my
decisions and perform
PMI projections!!
d to see the pros
ons of these
ns now!!