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This document discusses upside down thinking and blue ocean strategy. It presents Ziya G. Boyacigiller's framework for reconstructing buyer value, which involves eliminating unnecessary factors, reducing overdesigned factors, raising underserved factors, and creating new factors. The document uses the example of reconceptualizing a circus by challenging traditional assumptions like using animals, clowns, etc. It encourages applying this approach to other industries by uncovering assumptions and using the four actions framework.

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On Upside Down Thinking FROM Blue Ocean Strategy 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 everyones 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 Boyacigillers contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
New 3 ws upside down
WHY Challenge Assumptions 1. Class participates to uncover all the assumptions of a traditional circus. 2. Use a MINDMAP to do focused thinking.
Some Assumptions A big tent Animals Cheap tickets Barkers selling souvenirs Several acts performing at the same time Playful music Clowns Popcorn Strong men Flaming hoops A small tent NO Animals Expensive tickets NO Barkers selling souvenirs One act performing Sophisticated music NO Clowns NO Popcorn NO Strong men NO Flaming hoops
Ziya G. Boyacigiller (c) 2007 5 Four Actions Framework (how to reconstruct buyer value) 1. Which of the factors that the industry takes for granted should be eliminated? (have no value for customers, or even detract from value) 2. Which factors should be reduced well below the industrys standard? (overdesigned in race to match or beat competition, overserving customers and increasing cost for no gain) 3. Which factors should be raised well above the industrys standard? (uncover and eliminate the compromises forced on customers) 4. Which factors should be created that the industry has never offered? (discover entirely new sources of value for buyers and create new customers, shifting strategic pricing of the industry) reducescostsincreasevalue
Apply to Other Industries 1. Students form groups of 3, 2. Select an industry they all know about, Fast food restaurants Hotels Airlines Sporting events Education Etc 3. Apply uncovering assumptions, and make a list 4. Challenge assumptions using Four Actions Framework.
Apply to Other Industries 1. Students form groups of 3, 2. Select an industry they all know about, Fast food restaurants Hotels Airlines Sporting events Education Etc 3. Apply uncovering assumptions, and make a list 4. Challenge assumptions using Four Actions Framework.

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New 3 ws upside down

  • 1. On Upside Down Thinking FROM Blue Ocean Strategy 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 everyones 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 Boyacigillers contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
  • 3. WHY Challenge Assumptions 1. Class participates to uncover all the assumptions of a traditional circus. 2. Use a MINDMAP to do focused thinking.
  • 4. Some Assumptions A big tent Animals Cheap tickets Barkers selling souvenirs Several acts performing at the same time Playful music Clowns Popcorn Strong men Flaming hoops A small tent NO Animals Expensive tickets NO Barkers selling souvenirs One act performing Sophisticated music NO Clowns NO Popcorn NO Strong men NO Flaming hoops
  • 5. Ziya G. Boyacigiller (c) 2007 5 Four Actions Framework (how to reconstruct buyer value) 1. Which of the factors that the industry takes for granted should be eliminated? (have no value for customers, or even detract from value) 2. Which factors should be reduced well below the industrys standard? (overdesigned in race to match or beat competition, overserving customers and increasing cost for no gain) 3. Which factors should be raised well above the industrys standard? (uncover and eliminate the compromises forced on customers) 4. Which factors should be created that the industry has never offered? (discover entirely new sources of value for buyers and create new customers, shifting strategic pricing of the industry) reducescostsincreasevalue
  • 6. Apply to Other Industries 1. Students form groups of 3, 2. Select an industry they all know about, Fast food restaurants Hotels Airlines Sporting events Education Etc 3. Apply uncovering assumptions, and make a list 4. Challenge assumptions using Four Actions Framework.
  • 7. Apply to Other Industries 1. Students form groups of 3, 2. Select an industry they all know about, Fast food restaurants Hotels Airlines Sporting events Education Etc 3. Apply uncovering assumptions, and make a list 4. Challenge assumptions using Four Actions Framework.