Values de bono

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

Ziya’s Favorite Values from Edward de Bono

Ziya G. Boyacigiller

Copyright (c) Ziya G. Boyacigiller 2003, 2004

Side Bar: Framework for “Thinking About Values”

The Six Value Medals

by Dr. Edward De

Bono


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.


Logic vs. Values

Logic can help you decide how to do something,

But logic cannot help you decide what you want to do.


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?


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.


Values are what we consider important, but we may not be consciously aware of them.


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?


Types of Values

Value implies a positive impact.

However, values can also have negative impact. These, we will name “negative values”.


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…


The Overall Value…

…is as strong as the weakest value.

Example: Something that pleases

customers, is profitable, but upsets governments…

Secure Cell PhoneCommunication


When is Value Scanning Essential

•Choice of Ideas•Allocation of Resources•Timing•Cost-Cutting•Design•Strategy and Plans•Disputes


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.


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.


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.


Six Value Medals Framework…

…is for directing our attention to

different sorts of values when we

are assessing decisions.

http://www.digital-photo.com.au/gallery/d/12892-3/Look_Right_MG_5709.jpg


Can you find the perfect star?


Can you find the perfect star?

http://www.bcrgroup.biz/magnifying%20glass%202.jpg


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.


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?


Gold Medal Values

• Health• Shelter• Respect• Human rights• Recognition• Appreciation • Trust• Reassurance• Sense of achievement• Simple human warmth• Dignity


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.


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.


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?


Steel Medal Values

• Quality of product or service• Customer values,

expectations met good quality

• Improvement


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.


Glass Medal Values

• These values arise from change.

• Evolutionary change

• Change resulting from pressure

• Creative change


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.


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


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.


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


Value Map

GOLD

STEEL

WOODGLASSBRASS

SILVER

4

1

-413

-2

4=strong; 3=sound; 2=weak; 1=remote value


Values help define the business…

• Chevy’s Mexican Restaurant’s values clarify what the employees need to do (tortilla envelopes)

• Disney’s values – safety & courtesy - sets priorities for employees

• Ford Auto – Quality is job-number-one.

Small Business & Entrepreneurship

Values de bono