Workshops | VME Framework
VME Means Vision/Message/Execution. MarketGenesys, LLC has a process and a workshop to help create a Vision with value, extract a Message from the result and then build an Execution plan consistent with this vision.
VisionIt all starts with the vision. Usually this is a "PRODUCT VISION". First a clear purpose is identified. This is a purpose central to an "idea" and all the resources around this idea. This root idea inspires a common purpose and suggests possibilities of what the root idea can accomplish. It may identify, or at least be consistent with all the constituents affected by the idea. The overall vision provides the direction and motivations of the people who invest create and produce, sell and support the product. It also defines the meaning of feelings of the end customers towards the product. For the benefit of the investors, it suggests the desirable results of vision process.
In summary Vision is a descriptive statement that portrays why an organization exists, shows what and how it does, while capturing the essence of the inner drive of the employees, the metrics and feelings of the end customers for the product.
MessageThere is critical and "coded" knowledge carried by the people who create and convert the actual idea into a repeatable and deliverable product. This coded knowledge has to be processed into VALUE messages to the delivery chain, with the end customer as the destination. It is not as simple as restating the complexities in simple terms. Each function and person along the way requires a somewhat different expression of the message that relates to his or her world. In other words each person has a different "VALUE SPACE". This is particularly true of the differing segments among the populations of the end customers. The message stage develops ways to express VALUE in powerful, clear and meaningful terms to all touched by the product.
ExecutionHow many good ideas or creative messages end up in a company history file without note or merit? How many were simply not implemented properly. This is where the VME process focuses on Execution. Execution begins with the selection of the right people. People first plan second. As quoted from (Good to Create) Good people will figure out how to get the job done. Still plan must be an effective plan. It must be an "excellent" plan. It must define how to carry the work of the vision and the message stages into the implementation plan. The plan must have checks and balances to see that everyone involved lives the vision, speaks the message. Otherwise all the prior work is reduced by fractions of its real value. Assuming these transitions are handled, the rest of execution is the management of roles, responsibilities, executables and schedules. Of course, this is the hard part. How to get talented, motivated and driving human beings to stay true to the vision, the message and the execution plan is a task of the highest order. The stronger the vision, the clearer the message, and the easier this manager's job will be. The unknowns and changes in the dynamic changing marketplace comprise a large enough set of variables for a manager to deal with. Effectiveness can be dramatically reduced by a diffuse vision or confusing and limited message. Without the right kind of up-front work, the best people cannot become self-organizing, adaptive and self-energizing.
The worst fate a product can face is the one pre-determined when the product is literally "dropped over the cubicle wall" with the specifications to those responsible for sales execution.
BenefitVME is a workshop suite that can be conducted in full or in part or customized to an individual company's need. The result is a credible, actionable vision that translates to value, compelling messages with a realistic execution plan.
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