Using Mind Mapping Tool 

 By Vito Ivanov 

 May 2021 

 Challenge      I am the senior product manager of a mid - sized software company . We have a   business line in which we provide bulk messaging services to the market . It 's   now a few years that this market is almost commoditized and all the   competition is mainly a price war . I have recently read the book " Reinventing   your Business Model " by Mark W. Johnson and I found many insights about   having an innovative business model in it .   So I asked my colleagues in the bulk messaging business unit to join me in an   endeavor to find a new way of offering value propositions to our customers   and differentiating our service from the competition .         Selection      Since I was familiar with design thinking methods and tools , I decided to use   the mind mapping tool for organizing the current state of our customer needs .   I like this tool because it assists a group of people to unite their diverse views   on the customer problems and attain a shared view about the current situation   of customers ' needs . We have a team of about 20 colleagues in this business   unit and they have a good knowledge of what the customers need and what   job they want to get done .      Application      I invited most of our colleagues in different functions ( marketing , sales ,   operations , CRM , development ) of the business to participate in the activity .   Based on what Mark Johnson proposes in his book , I asked every one to focus   on the " Job to be done " of the customers . First I made a presentation out of   the chapter 6 of the book " Designing for Growth " which is about mind   mapping tool and presented it to the team so that they became familiar with   the activity we were going to start . 

 I provided sticky notes in different colors and pens for the participants and   asked them to write down their perception of the job to be done of the   customers they know .    Then I gathered the notes and tried to delve into the real and deep needs of   the customers by asking every person " Five Why s " questions about what they   wrote on the notes . Therefore , after finishing this step I had a comprehensive   list of the needs of the customers written on the white board . This was what   we could rely on as the input to the What If phase .    We extracted the design criteria using this list and we were ready to start the   next step .      Insight & Approach      By using the mind mapping tool , we succeeded to attain a good picture of our   customers and their most important needs . My colleagues in different   functions had some implicit knowledge of the customer needs that through   this activity became explicit and shared among the team .    Now , we were ready to start brainstorming the solutions for those problems .   Moreover , my colleagues became familiar and so interested in using mind   mapping tool for their other activities in order to make a shared mindset on   their team issues .    In the next phases , we saw that how important is having a well - classified and   well - shared list of customer problems for finding a proper solution and a   robust value proposition . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Vito Ivanov
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
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: Using Mind Mapping Tool 

 By Vito Ivanov 

 May 2021 

 Challenge      I am the senior product manager of a mid - sized software company . We have a   business line in which we provide bulk messaging services to the market . It 's   now a few years that this market is almost commoditized and all the   competition is mainly a price war . I have recently read the book " Reinventing   your Business Model " by Mark W. Johnson and I found many insights about   having an innovative business model in it .   So I asked my colleagues in the bulk messaging business unit to join me in an   endeavor to find a new way of offering value propositions to our customers   and differentiating our service from the competition .         Selection      Since I was familiar with design thinking methods and tools , I decided to use   the mind mapping tool for organizing the current state of our customer needs .   I like this tool because it assists a group of people to unite their diverse views   on the customer problems and attain a shared view about the current situation   of customers ' needs . We have a team of about 20 colleagues in this business   unit and they have a good knowledge of what the customers need and what   job they want to get done .      Application      I invited most of our colleagues in different functions ( marketing , sales ,   operations , CRM , development ) of the business to participate in the activity .   Based on what Mark Johnson proposes in his book , I asked every one to focus   on the " Job to be done " of the customers . First I made a presentation out of   the chapter 6 of the book " Designing for Growth " which is about mind   mapping tool and presented it to the team so that they became familiar with   the activity we were going to start . 

 I provided sticky notes in different colors and pens for the participants and   asked them to write down their perception of the job to be done of the   customers they know .    Then I gathered the notes and tried to delve into the real and deep needs of   the customers by asking every person " Five Why s " questions about what they   wrote on the notes . Therefore , after finishing this step I had a comprehensive   list of the needs of the customers written on the white board . This was what   we could rely on as the input to the What If phase .    We extracted the design criteria using this list and we were ready to start the   next step .      Insight & Approach      By using the mind mapping tool , we succeeded to attain a good picture of our   customers and their most important needs . My colleagues in different   functions had some implicit knowledge of the customer needs that through   this activity became explicit and shared among the team .    Now , we were ready to start brainstorming the solutions for those problems .   Moreover , my colleagues became familiar and so interested in using mind   mapping tool for their other activities in order to make a shared mindset on   their team issues .    In the next phases , we saw that how important is having a well - classified and   well - shared list of customer problems for finding a proper solution and a   robust value proposition .
### Output: 