What is it? The company real score is a collection of business tools and instruments to map and visualize your brand. It is a collection of core elements for orchestrating and conducting ‘brand minded & people centered’ innovations. Why should you use it? 1. To visualize and communicate what is most important for your brand. 2. To identify strategic paradoxes that can be used in innovation projects. 3. To use it as a ‘brand minded & people centered’ starting point. You can download the original score - 2,50 meters - via this link: http://goo.gl/IkwkTM

1. THE COMPANY
REAL SCORE
a Music Thinking approach
to Business Innovation
(c) CREATIVE COMPANION
1 oktober 2013

2. WHAT IS IT?
The COMPANY REAL SCORE is a collection of
business tools and instruments to map and
visualize your brand.
(c) CREATIVE COMPANION
1 oktober 2013

3. THE COMPANY REAL SCORE
A collection of core elements for orchestrating and
conducting ‘brand minded & people centered’
innovations.
(c) CREATIVE COMPANION
1 oktober 2013

4. WHY SHOULD I USE IT?
1. To visualize and communicate what is most
important for your brand.
2. To identify strategic paradoxes that can be used
in innovation projects.
3. To use it as a ‘brand minded & people centered’
starting point.
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1 oktober 2013

5. WHY IS IT CALLED ‘SCORE’?
SCORE
has many meanings.
One of them is the
musical score.
The visual
representation of a
composition.
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1 oktober 2013

6. ... AND WHY REAL?
REAL
is a reference to
‘The Real Book’, a
number of popular
compilations of lead
sheets for jazz tunes
Also known as ‘the
bible of every jazz
musician’.
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1 oktober 2013

7. WHAT INSTRUMENTS ARE USED?
A
THE PERSONALITY
based on the’Golden circle’ of Sinek plus a Brand Experience Mapping
B
THE DIRECTIONS
Vision, Mission, Ambition, Brand Proposition.
The Ideal Customer or Aspirational Persona.
C
THE AUDIENCE
The Real Consumers, Customers, Influencers or Reality Personas
D
EXTERNAL INFLUENCES
Trends, Competitors and Inspiring Companies
E
THE PLAYING FIELD OF TENSIONS
Critical Success Factors in reaching the goals.
Paradoxes & Wicked Problems to brief your creative team.
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1 oktober 2013

8. WHAT IS THE COMPANY REAL SCORE ‘JAM SESSION’?
An interactive session to map all essential parts of
your companies identity, directions and influences.
During the jam session every instrument should be
played. There is no given order of appearance.
Use it to inspire your co-workers and kickstart the
creative potential of your company.
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1 oktober 2013

9. TIP: START WITH WHY!
approx. 2,50 meters
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1 oktober 2013

10. THINK LIKE A MUSICIAN!
Picture of the inside sleeve of the CD From Here To Now To You by Jack Johnson
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1 oktober 2013

11. WHAT TO DO AFTER THE JAM SESSION?
The outcome and mapping of ‘The Company Real
Score’ can be documented in many ways.
keep it as ‘a living score’ poster
or as a:
designed poster with visuals, infographic, brand book,
brand microsite, brand deck, presentation, online
microsite, ...
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1 oktober 2013

12. HOW TO USE IT?
Inspiration and direction for innovation concepts,
projects, internal startup’s.
Briefings and directions for internal and external
teams.
Starting point for ‘customer journey mapping’,
‘business model generation’, etc.
Starting point for change management and
organisational development.
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1 oktober 2013

13. WHAT’S NEXT?
CONCEPTING
&
PROTOTYPING
Just play!
PERSONA
CORE POSTER
Know your
audience!
NAME
DESCRIPTOR
QUOTE
Just sketch
your
WHO IS IT ?
WHAT GOALS?
WHAT ATTITUDE?
WHICH BEHAVIOUR?
THE PERSONA CORE POSTER by CREATIVE COMPANION
Day
Month
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
WWW.CREATIVE-COMPANION.COM
Go on tour!
Year
No.
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.
For whom are we creating value?
Who are our most important customers?
de klantreis van:
vUl hier de naam van de gekozen persona in
WWW.Creative-COMPaniOn.COM
Wat zijn de stappen die een
klant neemt tijdens zijn
BUSINESS MODEL
GENERATION
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
klantreis.
fases
langs Welke toUchpoints
komt hij?
Innovate!
eMOtiOnal
JOUrneY
CUSTOMER JOURNEY MAPPING
Wat doet dit met de klant, in
Welke mate is hij tevreden?
Waar is de klant
naar op zoek?
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
Online
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
Wat bieden Wij
de klant?
hoe kUnnen We de klant
positief verrassen?
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http:/
/creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
kansen
hoe kUnnen We de klant
beter bedienen?
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Make money!!
1 oktober 2013

14. DOWNLOAD
THE COMPANY REAL SCORE
http://creative-companion.com/crs/
the-company-real-score.html