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Step 03 / FUNCTION

Reimagine the future of your function.

Imagine the function your future customers need. Use outside-in ideas and customer personas to set a direction, test assumptions and build a roadmap.

Discuss FUNCTIONExplore the session detail

What the work can look like

A function uses released time to explore tomorrow’s customers, test a new service and fund experiments through an owned roadmap.

Inside FUNCTION: how the work unfolds

Inside FUNCTION

How the
work unfolds.

  1. Look outside and ahead

    Explore changing customer needs and ideas beyond today’s workload.

  2. Imagine the future

    Develop personas and write a 2028 or 2030 article describing the function’s future value.

  3. Test the assumptions

    Use customer conversations and experiments to test what must be true.

  4. Make operating choices

    Rethink roles, decisions, interfaces, technology and capacity. Leaders choose the priorities.

  5. Build and review the roadmap

    Connect the vision to annual OKRs and the next 13 weeks. Assign owners and revise with evidence.

The intended outputs

What you take forward.

01

A future article, customer personas and assumptions to test.

02

Operating-model choices and a team charter for leading change.

03

A living roadmap with three to six experiments, owners, OKRs and reviews.

Transcript intelligence

Bring the conversations into the evidence.

Examine recurring assumptions and friction in permissioned conversations. Check the context with people before acting.

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Function examples / One method

See the work, the method and the choices.

Explore your function →
Explore the 10/10/10/10 capacity model

Read alongside the work / FUNCTION

Ideas to put into practice.

Choose one idea to try in your work.

Start with this bookThe Innovator’s Dilemma ↗Clayton M. Christensen

Question whether today’s customers, incentives and measures reveal tomorrow’s opportunities.

More books for this session
Good to Great ↗Jim Collins

Examine leadership, disciplined focus and how repeated choices build momentum.

The First 90 Days ↗Michael D. Watkins

Use STaRS to consider the business situation before deciding where to direct newly available capacity.

The next conversation

Build on what you learn.

STRATEGIC

Give the leadership team a shared direction.

ENTERPRISE

Turn functional progress into enterprise change.

Your next step

Discuss FUNCTION with Adam or Greg.

Agree the priority, scope and commitment before deciding.

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