MIND MAPPING TO HELP A TRAINING COMPANY TRANSFORM THEIR BUSINESS MODEL 

 1 . Challenge 

 I run my own marketing consultancy specializing in commercial acceleration . My clients are   large Life Sciences corporates . Exceptionally , a friend who owns a medium - size ,   international training company asked me to help facilitate a process to define a new ,   digitally - enabled business model for his company , including a roadmap on how to achieve   the end - to - end digital transformation of the business as soon as possible . 

 The high urgency is due to the coronavirus crisis . While the training company has a strong   proposition and a long , successful track record , it ’s fairly ‘ old - school ’ in its content ,   approach and methods ; it relies almost entirely on large face - to - face classroom trainings to   get the job done for clients . This no longer works in the era of social distancing and remote   work and must be urgently evolved . 

 The expectation is to upgrade content , ways of working and customer experience using   technology with the overall goal of step - changing growth . This company not only wants to   survive the crisis but also thrive in the new post - covid19 reality . I will be working amidst   internal and external uncertainty , with a small team who worries about their current   situation and manages budgets tightly . I want to use the Design Thinking approach to   address the challenge . This paper will focus on how I will use MIND MAPPING to bridge the   path from What Is to What if . 

 2 . Selection 

 I have used mind mapping formally and informally in the past but never as part of the   rigorous yet flexible process Design Thinking provides . In the context of Design Thinking   mind mapping is an incredibly powerful tool which allows its users to translate tons of   disparate data into meaningful , communicable insights which deliver criteria on which to   build innovation . 

 I am awed by this prospect as I know from experience that teams typically drown in data   and do not use its full potential . I want our solution to be founded on robust data and   insights . Mind mapping will help me achieve the transition from What If ( during which we   will collect a lot of data ) to What If ( during which we apply it to develop potential solutions )   by identifying insights and design criteria . 

 As Darden Silvia Robbins said in the opening parts of her Coursera video ‘ Mind   mapping is one of the most powerful tools in the design thinker ’s toolbox . It ’s used to look   for patterns , it ’s used to look for insights , that lead to more creative solutions to your   design challenge . ’ 

 I am looking forward to harnessing mind mapping for my project . 

 3 . Application 

 I will use mind mapping - as Robbins puts it – ‘ as the engaging alternative to a giant   report we might otherwise have written to sum up and communicate ( … ) step 1 ( What Is ) .      I will approach the task as follows :     • Gather disparate data from as many stakeholders and sources as possible including 

 internal and external qualitative interviews ( using projective techniques ) , ecosystem   analysis , competitive analysis , best practice and technology analysis , quantitative data   and other ways to mine information . This phase will yield a lot of data which will feed   into the mind map as a CUSTOMER - centric input . 

 • ‘ Art Gallery ’ . As I am unable to work with the team face to face , in an ‘ art gallery ’ or an 

 ‘ incident room ’ and so I will do it remotely , using technology while keeping faithful to   the offline principles of mind mapping proposed in this course . I have identified a highly   engaging brainstorming and workshopping platform called Klaxoon ( if interested pls see   https://soto.com/listregister.asp ) and purchased their license to be able to deliver mind mapping   remotely in an engaging , intuitive , visual and fun way . 

 1 . I will set up a ‘ virtual gallery ’ with the help of selected 2 team members . We will 

 screenshot and scan diverse items from different data sources and post them in   the common virtual space on Klaxoon . This will be a great way of displaying and   aligning everyone to ‘ what is ’ . This step might take 2 hours on a Zoom call . 

 2 . I will then invite everyone in the team ( ca 10 people ) to view the ‘ virtual gallery ’ 

 as well as input any missing data in a central team workspace on Klaxoon . I will   do it via a plenary zoom call with all of the team members present but will   subsequently allow individual time to think and access to peruse the gallery over   a few days following the call . Participants will be asked to choose items that   resonate with them . They will capture their ‘ favourites ’ on new virtual post it   notes . This will represent their individual view of what could help us with our   design challenge . 

 3 . Participants will then be divided into 3 breakout teams and asked to first 

 individually clean up and organize items they picked up and then share their   favourite / highest potential data / ideas with the team . Subsequently breakout   teams will work to cluster , prioritize and develop themes and ideas . Examples of   potential relevant themes for this project include ‘ remote work ’ , or ‘ content that   wows online ’ ‘ or a ‘ fully automated webinar model ’ etc etc etc . The team will also   discuss any ‘ outlier ideas ’ . The output of the breakout teams will be formulated   as insights related to each cluster captured in a team ’s dedicated virtual board .   This step should take about 1 - 2 hours in 3 parallel teams working in their   breakout rooms on Zoom . 

 4 . We will subsequently reconnect in the plenary during which teams will debrief 

 their work and capture insights together . We will be asking ourselves a joint   question about what we can uncover from every team ’s observations and   insights using the ‘ so what ’ inquiry . We will also look for connections and/or   redundancies between clusters . We will arrive at the joint list of key insights   informing our design criteria . 

 5 . In that same call we will translate insights into design criteria that must be 

 fulfilled for our challenge to be successful . These conditions will be based on the   insights we mined in course of the mind mapping process . One of the criteria   might as well be ‘ fully remote delivery ’ . There will be other criteria that will fit   with customer journey and day to day life . All these criteria will form a basis for   ‘ What if ’ stage of the Design Thinking process . Step 5 and 6 will probably take ca .   2 hours of plenary work online . 

 4 . Insight 

 I anticipate that the insights and resulting design criteria collected and generated through   the mind mapping exercise will not only be of superior quality but will also be fully   understood , aligned , embraced and owned by the team . I anticipate that this methodology   will allow all teams members to understand deeply and viscerally what ’s going on ( What is )   including some inconvenient truths where their business is in the eyes of the customer at   this moment of the company history … This will allow us to have a great basis for the What   If stage of the work – undefensive and open minded , working together to build the future   as one team . 

 I also expect that there will be some unexpected new ideas and realizations , previously   blocked by people ’s resistance and ‘ denial ’ of the present reality . Some team members   may want to desperately hang on to the ‘ normal ’ represented by the work completed in   the past whereas the company ’s success in the post - covid19 world requires fresh new   approaches which are 100 percent digital and thus bulletproof for remote and dispersed   client teams . A new sense of urgency and a ‘ burning platform ’ may be created in this   company as a ‘ side effect ’ of going through the mind mapping exercise . This would be a   wonderful bonus . 

 5 . Approach 

 My project has not been initiated yet so I ca n’t share specific past learnings . However I   wanted to highlight a few potential challenges and solutions I anticipate as part of it being   a fully digital / online journey . 

 1 . I anticipate potential issues moving from observation or themes to insights creation . 

 In the best of times this may be a tricky moment let alone when all the work needs   to be completed remotely . The fact we ca n’t be physically in the presence of team 

 members may further exacerbate this problem . I will make sure to pay particular   attention to this point of the process and allow enough time for this . 

 2 . The timings proposed by prof . Cristian should be extended to allow for the fully 

 remote / online work , for each step of the mind mapping process . 

 3 . I need to investigate in detail how to create good enough design criteria . I am aware 

 that different methods exist to achieve this . 

 4 . I might also want to create a summary document ( a report ! ) capturing key data , 

 insights and design criteria as a physical representation of our virtual work . I know   mind mapping is meant to replace a boring report but I would love to document our   journey , using a ppt , or maybe a video ( tbd ) . 

 Thank you very much for your attention and time reading my work . 

 Warmest regards , 

 Hennie Dijkstra 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Hennie Dijkstra
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: https://soto.com/listregister.asp
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: MIND MAPPING TO HELP A TRAINING COMPANY TRANSFORM THEIR BUSINESS MODEL 

 1 . Challenge 

 I run my own marketing consultancy specializing in commercial acceleration . My clients are   large Life Sciences corporates . Exceptionally , a friend who owns a medium - size ,   international training company asked me to help facilitate a process to define a new ,   digitally - enabled business model for his company , including a roadmap on how to achieve   the end - to - end digital transformation of the business as soon as possible . 

 The high urgency is due to the coronavirus crisis . While the training company has a strong   proposition and a long , successful track record , it ’s fairly ‘ old - school ’ in its content ,   approach and methods ; it relies almost entirely on large face - to - face classroom trainings to   get the job done for clients . This no longer works in the era of social distancing and remote   work and must be urgently evolved . 

 The expectation is to upgrade content , ways of working and customer experience using   technology with the overall goal of step - changing growth . This company not only wants to   survive the crisis but also thrive in the new post - covid19 reality . I will be working amidst   internal and external uncertainty , with a small team who worries about their current   situation and manages budgets tightly . I want to use the Design Thinking approach to   address the challenge . This paper will focus on how I will use MIND MAPPING to bridge the   path from What Is to What if . 

 2 . Selection 

 I have used mind mapping formally and informally in the past but never as part of the   rigorous yet flexible process Design Thinking provides . In the context of Design Thinking   mind mapping is an incredibly powerful tool which allows its users to translate tons of   disparate data into meaningful , communicable insights which deliver criteria on which to   build innovation . 

 I am awed by this prospect as I know from experience that teams typically drown in data   and do not use its full potential . I want our solution to be founded on robust data and   insights . Mind mapping will help me achieve the transition from What If ( during which we   will collect a lot of data ) to What If ( during which we apply it to develop potential solutions )   by identifying insights and design criteria . 

 As Darden Silvia Robbins said in the opening parts of her Coursera video ‘ Mind   mapping is one of the most powerful tools in the design thinker ’s toolbox . It ’s used to look   for patterns , it ’s used to look for insights , that lead to more creative solutions to your   design challenge . ’ 

 I am looking forward to harnessing mind mapping for my project . 

 3 . Application 

 I will use mind mapping - as Robbins puts it – ‘ as the engaging alternative to a giant   report we might otherwise have written to sum up and communicate ( … ) step 1 ( What Is ) .      I will approach the task as follows :     • Gather disparate data from as many stakeholders and sources as possible including 

 internal and external qualitative interviews ( using projective techniques ) , ecosystem   analysis , competitive analysis , best practice and technology analysis , quantitative data   and other ways to mine information . This phase will yield a lot of data which will feed   into the mind map as a CUSTOMER - centric input . 

 • ‘ Art Gallery ’ . As I am unable to work with the team face to face , in an ‘ art gallery ’ or an 

 ‘ incident room ’ and so I will do it remotely , using technology while keeping faithful to   the offline principles of mind mapping proposed in this course . I have identified a highly   engaging brainstorming and workshopping platform called Klaxoon ( if interested pls see   https://soto.com/listregister.asp ) and purchased their license to be able to deliver mind mapping   remotely in an engaging , intuitive , visual and fun way . 

 1 . I will set up a ‘ virtual gallery ’ with the help of selected 2 team members . We will 

 screenshot and scan diverse items from different data sources and post them in   the common virtual space on Klaxoon . This will be a great way of displaying and   aligning everyone to ‘ what is ’ . This step might take 2 hours on a Zoom call . 

 2 . I will then invite everyone in the team ( ca 10 people ) to view the ‘ virtual gallery ’ 

 as well as input any missing data in a central team workspace on Klaxoon . I will   do it via a plenary zoom call with all of the team members present but will   subsequently allow individual time to think and access to peruse the gallery over   a few days following the call . Participants will be asked to choose items that   resonate with them . They will capture their ‘ favourites ’ on new virtual post it   notes . This will represent their individual view of what could help us with our   design challenge . 

 3 . Participants will then be divided into 3 breakout teams and asked to first 

 individually clean up and organize items they picked up and then share their   favourite / highest potential data / ideas with the team . Subsequently breakout   teams will work to cluster , prioritize and develop themes and ideas . Examples of   potential relevant themes for this project include ‘ remote work ’ , or ‘ content that   wows online ’ ‘ or a ‘ fully automated webinar model ’ etc etc etc . The team will also   discuss any ‘ outlier ideas ’ . The output of the breakout teams will be formulated   as insights related to each cluster captured in a team ’s dedicated virtual board .   This step should take about 1 - 2 hours in 3 parallel teams working in their   breakout rooms on Zoom . 

 4 . We will subsequently reconnect in the plenary during which teams will debrief 

 their work and capture insights together . We will be asking ourselves a joint   question about what we can uncover from every team ’s observations and   insights using the ‘ so what ’ inquiry . We will also look for connections and/or   redundancies between clusters . We will arrive at the joint list of key insights   informing our design criteria . 

 5 . In that same call we will translate insights into design criteria that must be 

 fulfilled for our challenge to be successful . These conditions will be based on the   insights we mined in course of the mind mapping process . One of the criteria   might as well be ‘ fully remote delivery ’ . There will be other criteria that will fit   with customer journey and day to day life . All these criteria will form a basis for   ‘ What if ’ stage of the Design Thinking process . Step 5 and 6 will probably take ca .   2 hours of plenary work online . 

 4 . Insight 

 I anticipate that the insights and resulting design criteria collected and generated through   the mind mapping exercise will not only be of superior quality but will also be fully   understood , aligned , embraced and owned by the team . I anticipate that this methodology   will allow all teams members to understand deeply and viscerally what ’s going on ( What is )   including some inconvenient truths where their business is in the eyes of the customer at   this moment of the company history … This will allow us to have a great basis for the What   If stage of the work – undefensive and open minded , working together to build the future   as one team . 

 I also expect that there will be some unexpected new ideas and realizations , previously   blocked by people ’s resistance and ‘ denial ’ of the present reality . Some team members   may want to desperately hang on to the ‘ normal ’ represented by the work completed in   the past whereas the company ’s success in the post - covid19 world requires fresh new   approaches which are 100 percent digital and thus bulletproof for remote and dispersed   client teams . A new sense of urgency and a ‘ burning platform ’ may be created in this   company as a ‘ side effect ’ of going through the mind mapping exercise . This would be a   wonderful bonus . 

 5 . Approach 

 My project has not been initiated yet so I ca n’t share specific past learnings . However I   wanted to highlight a few potential challenges and solutions I anticipate as part of it being   a fully digital / online journey . 

 1 . I anticipate potential issues moving from observation or themes to insights creation . 

 In the best of times this may be a tricky moment let alone when all the work needs   to be completed remotely . The fact we ca n’t be physically in the presence of team 

 members may further exacerbate this problem . I will make sure to pay particular   attention to this point of the process and allow enough time for this . 

 2 . The timings proposed by prof . Cristian should be extended to allow for the fully 

 remote / online work , for each step of the mind mapping process . 

 3 . I need to investigate in detail how to create good enough design criteria . I am aware 

 that different methods exist to achieve this . 

 4 . I might also want to create a summary document ( a report ! ) capturing key data , 

 insights and design criteria as a physical representation of our virtual work . I know   mind mapping is meant to replace a boring report but I would love to document our   journey , using a ppt , or maybe a video ( tbd ) . 

 Thank you very much for your attention and time reading my work . 

 Warmest regards , 

 Hennie Dijkstra
### Output: 