From feature driven to value driven development
All projects start with project goals. Most of those projects include product goals; what should the product achieve when the project is done and what features will it have? Unfortunately, many of these projects either set too many product goals or do not make these goals concrete enough.
In both cases, the most important goals will probably not be met. And in most cases, the results will fall terribly short. That would be the client or product sponsor’s own fault, because they weren’t clear on what they wanted to achieve.
Value driven design is an important tool in the transition from feature driven development - stakeholders asking for features - to value driven development, where stakeholders state the desired values or outcomes of a project. In truly agile organizations, product development teams will be empowered to decide what changes they make to a product. They will either be directed by the values stated by business stakeholders or by their own analysis of the areas that bring the most value.
Value driven development is only truly possible if stakeholders and teams are fluent in the language of value and the tools to implement it.