values de bono
TRANSCRIPT
Ziya’s Favorite Values from Edward de Bono
Ziya G. Boyacigiller
This presentation was created and given by Ziya Boyacigiller who was leading Angel Investor and a loved mentor to many young entrepreneurs in Turkey. We have shared it on the web for everyone’s benefit. It is free to use but please cite Ziya Boyacigiller as the source when you use any part of this presentation. For more about Ziya Boyacigiller’s contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Side Bar: Framework for “Thinking About Values”
The Six Value Medals
by Dr. Edward De
Bono
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Frameworks Help Us Think
The “Six Value Medals” framework will show you
how to
» identify,
» score,
»map
your values, providing an essential tool for decision
making in all aspects of your life, including in
business.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Logic vs. Values
Logic can help you decide how to do something,
But logic cannot help you decide what you want to do.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Two Common Situations Requiring Us to Make Decisions
1. Decide whether to do something, or stay putExample: Should I start a company, or not?
2. Decide between alternatives, or do nothingExample: Should I start an IT company or a restaurant?
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Every decision we make involves values.
Then If values affect all our
thinking then it makes sense to
do a “value scan” and to
identify the values we use for
decisions.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Values are what we consider important, but we may not be consciously aware of them.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Decisions Require Us to Assess Certain Type of Values
• Will this project be profitable?
• How will this project impact existing operations?
• What will customers perceive as valueable?
• How will this project affect the environment?
• How will this affect my happiness?
• How will this affect my family?
• How will this affect my finances?
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Types of Values
Value implies a positive impact.
However, values can also have negative impact. These, we will name “negative values”.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
How Values Affect Decisions
• Should I start a business?
– If there is no value…Example: Customers will not pay for service…
– If value is negative…Example: Business is bad for environment…
– If a high value in one area, and weak value in others…Example: Business is very profitable but bad for environment…
Copyright (c) Ziya G. Boyacigiller 2003, 2004
The Overall Value…
…is as strong as the weakest value.
Example: Something that pleases
customers, is profitable, but upsets governments…
Secure Cell PhoneCommunication
Copyright (c) Ziya G. Boyacigiller 2003, 2004
When is Value Scanning Essential
•Choice of Ideas•Allocation of Resources•Timing•Cost-Cutting•Design•Strategy and Plans•Disputes
Copyright (c) Ziya G. Boyacigiller 2003, 2004
And, for Startups…
The design of any new business is a total exercise in value scanning.
• What are the values being offered to potential customers?• What are the business values?• How profitable do we want this business to
be?• Do we want short term or long term
success?• Who do we want to work with?• etc. etc.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Perception & Values
Some people make the mistake of believing that we see things objectively first, and then apply our values.
Unfortunately, it is not like that.
Values determine our perception, whether or not we are conscious of those values, and then what we see tends to support that perception.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Need for Value Scan
A perception is an unconscious decision about how we see the world around us.
Because it is unconscious, we have no control over our perception unless we make the “driving-values” visible.
Example: Explain why you find someone attractive – or why you like someone.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Value Medals Framework…
…is for directing our attention to
different sorts of values when we
are assessing decisions.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Can you find the perfect star?
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Benefits of Frameworks:
1. Frameworks allow us to focus attention.
Frameworks allow us to ask others to direct their attention in a certain way. Attention no longer drifts randomly. Attention is no longer pulled by items which seem interesting – at the expense of those items which are less interesting at first but, in the end, much more important.
2. Frameworks allow us to give “names” to things so that we can look for them, look at them, and notice them.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Gold Medal
This medal deals with human values, the values that affect people. Gold is a superior material and human values are the most important values of all.
Ask: What are the human values here?
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Gold Medal Values
• Health• Shelter• Respect• Human rights• Recognition• Appreciation • Trust• Reassurance• Sense of achievement• Simple human warmth• Dignity
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Silver Medal
This medal focuses directly on organizational values. That means values related to the purpose of the organization (in business this would be profitability). Silver is associated with money. There are also the values involved in the actual running of the organization, such as cost control. The organization may also be a family, group of friends, or social club.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Silver Medal Values
• Those things that help the organization to fulfill its mission
– Profits, votes, publicity, cups won, click throughs, eye-balls, subscriptions, etc.
– Cost control, productivity, communication, etc.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Steel Medal
These are the quality values. Steel should be strong. The values are in the intended direction. What are the values of the product, service, or function in terms of what it is trying to do? If it is tea, is it good quality tea?
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Steel Medal Values
• Quality of product or service• Customer values,
expectations met good quality
• Improvement
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Glass Medal
This medal covers a number of associated values: simplicity, and creativity. Glass is a very simple material originating in sand. But with glass you can use your creativity to do a lot of things.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Glass Medal Values
• These values arise from change.
• Evolutionary change
• Change resulting from pressure
• Creative change
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Wood Medal
These are the environmental values in the broadest sense. What are the impact values on the environment, on the community, on others? The values relate to those things and people not directly involved.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Wood Medal Values
• Selfish and self-centered imply that you are concerned with only your own interests – wood medal values are exactly the opposites.
• Impact of your actions on third parties not directly involved.– Local effect – Polluting a river– Global effect – CO2 emissions– Social impact - Cultural impact
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Six Medals:
Brass Medal
This medal deals explicitly with perceptual values. How does this appear? How might it be seen? Perception is real even when it is not reality. Brass looks like gold.
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Brass Medal Values
• Perceptions of others
• True world may be different from the world of perceptions
• Use of contraceptives as perceived by: – Church / More clients in the future, – Doctors / HIV prevention, – Young People / Unwanted pregnancies
Copyright (c) Ziya G. Boyacigiller 2003, 2004
Value Map
GOLD
STEEL
WOODGLASSBRASS
SILVER
4
1
-413
-2
4=strong; 3=sound; 2=weak; 1=remote value