The Insight Discipline by Fahey Liam;

Author:Fahey, Liam;
Language: eng
Format: epub
Publisher: Emerald Publishing Limited
Published: 2020-06-17T00:00:00+00:00

Assessing the Output of Vouching

As noted in Chapter 1, change insights possess value only to the extent they make a difference to the organization’s thinking, decisions, and actions. Developing a preliminary value testing of the proposed insight is integral to the vouching method (Table 6.1). A final value assessment of the tentative or accepted insight can never be conducted in vouching; that is the intent and focus of determining implication insights and business implications, as discussed in the following two chapters. But it’s often useful to pose the output-side questions noted in Table 6.2 during vouching and when the insight is formally stipulated. These questions compel deliberations to assess, albeit in a preliminary way, whether the insight is likely to make a genuine difference along each of the 6IFs – in effect, whether it will contribute distinctive value to the organization’s thinking, decisions, and actions.

Take as an example the customer insight from the DipCo case: a new customer need evolving out of a persistent customer operations problem with specific technology specifications will require distinctly different solutions across customer groups. The new understanding at the heart of the insight led the firm to see a significant new marketplace opportunity – the potential emergence of new customer need.202 The opportunity would compel the management team to think about whether and how to exploit the opportunity: they would have to think about the scope and scale of the opportunity, what the customer need really was, and what new assets and capabilities would be required to pursue the opportunity. The insight could lead to a distinctly new intent and new decisions: the intent might be to develop a new strategy with the aim of reconfiguring a traditional market space. The associated decisions would also be new to the organization: it had never attempted to develop and market anything comparable to the projected solution. Of course, numerous new action streams would also have to be initiated and executed to go after the opportunity. The new product development and marketing context doubtlessly would ignite many emotion challenges; feelings of anxiety, discomfort, and insecurity would certainly be prevalent in the early stages of assessing the opportunity. It’s important to note these are only preliminary assessments of the change insight’s value; a complete assessment occurs in the deliberations around implication insights and business implications – the focus of the next two chapters.203

Table 6.2: 6IFs and Stipulating: Does It Make a Difference?

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