1. planningexperience capacitymotivation Product The identifying qualities and principles that we design into all of our product or service Integrated dashboard The KPIs that enable us to manage our unique set of value-stream strategies optimally Business model The strategic principles that enable us to profit (or in non- profits give value) sustainably Positioning The niche that the market sees us occupying in terms of who we are and what we do Unique competence The unique expertise and technical skill with which we make our product or service Organising idea The phrase that defines what our product or service does for our customers, how it serves them Customer needs The customer needs that we satisfy with our product or service Brand personality The persuasive contextual world that we communicate around our product or service Vision The business that we imagine we might become in the next 5-10 years Cultural values The ways in which we relate towards one another that most support our business Profound purpose The difference that we aspire to make in the world, what motivates us other than profit Brand essence The unique quality that inspires the core customer experience of our product or service Organisations

2. 8.5 9 7.5 8 8 8 5.5 10 9.5 7 Product Mobile devices with exquisite fluency, reliability, universality, comfort and enjoyment of navigation and connection Integrated dashboard Includes customer loyalty; new product response; patterns and demographics of customer use; social and technology trends; competitor sales and market-share Business model Supplying reliable much-loved user- friendly mobile phones that are seen to have pioneered and continue to lead the market in easy and reliable connectivity between users, and across all applications and information sources Positioning Mobiles that are more enjoyably connective Unique competence Adaptive innovation in the processes of connection Organising idea ‘connecting people’ Customer needs The comfort and pleasure of connecting perfectly with people; information and resources; being part of the whole community Brand personality Values: smart; trendy; cool; efficient; reliable Archetype: ‘the pioneer’ Style: effortlessly smooth Customer-image: ever-ready, all- capable, fast-moving (the cutting edge operator) Vision ‘I am always sublimely connected to what matters to me’ Cultural values High expectations; respect; creativity; shared commitment to common purpose; gaining customer satisfaction Profound purpose To help create a more connected world Brand essence ‘warm communion’ (Nokia – 2008 )

3. planningexperience capacitymotivation Individuals What I produce in the world What I build into my product or service that makes its experienced value unique How I measure my progress The key performance indicators that I need to monitor so as to ensure my peak performance How I earn my living The unique set of strategic principles that ensures my sustainable profitability How I am recognised The niche that the market perceives me to be uniquely occupying in what I do My unique skill My unique skill in doing what I do What I say that I do The phrase or tag-line that most potently sums up, both to me & to my customers, what my unique product or service actually does in the world The needs I satisfy The experiential needs of my customers that are satisfied by what I do How I present to the world Values: the core qualities & values of the contextual world that I create around my delivery of unique experience to my customers Archetype: the archetypal personality that best describes me in what I do Style: the kind of behaviour or style that best describes the way in which I do what I do Customer-image: what most distinguishes how my typical customer looks or behaves What inspires me into the future The idea, image or fact of whom I might become that will most inspire me & guide me in the direction of what I do How I behave to others The personal values that best serve me in what I do The difference I want to make The difference that I want to make in the world through what I do The inner sense of what I do The core qualitative value that is experienced by my customers as being uniquely delivered by my product or service

4. 8 6.57 88 78 67 9 48 What I produce in the world What I build into my product or service that makes its experienced value unique How I measure my progress The key performance indicators that I need to monitor so as to ensure my peak performance How I earn my living The unique set of strategic principles that ensures my sustainable profitability How I am recognised The niche that the market perceives me to be uniquely occupying in what I do My unique skill My unique skill in doing what I do What I say that I do The phrase or tag-line that most potently sums up, both to me & to my customers, what my unique product or service actually does in the world The needs I satisfy The experiential needs of my customers that are satisfied by what I do How I present to the world Values: the core qualities & values of the contextual world that I create around my delivery of unique experience to my customers Archetype: the archetypal personality that best describes me in what I do Style: the kind of behaviour or style that best describes the way in which I do what I do Customer-image: what most distinguishes how my typical customer looks or behaves What inspires me into the future The idea, image or fact of whom I might become that will most inspire me & guide me in the direction of what I do How I behave to others The personal values that best serve me in what I do The difference I want to make The difference that I want to make in the world through what I do The inner sense of what I do The core qualitative value that is experienced by my customers as being uniquely delivered by my product or service