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Value Creation Workshop – Facilitator Guide


Value Creation Workshop, or VCW for short, is a workshop to:

  1. Identify goals and values for IM Community and practitioners
  2. Develop a vision for the IM Community and practitioners
  3. Share a common understanding of the IM community goals, values, and vision
  4. Bring the community closer together by highlighting common activities and values
  5. Help individuals to:
    1. Feel they are part of something larger
    2. Have a better understanding of values and value creation
    3. Develop a personal vision that may, or may not, be aligned with their role
    4. Identify their purpose and vision

Project & Personal Workshops

  1. Gap VCW is divided into two workshops
    IM Project Team VCW: The IM community members work together to Identify activities, values, and vision for the IM role.
  2. Personal VCW: Individual IMs find out more about who they are, their values and vision and align that with the IM Project Team VCW results. Personal VCW is not covered in this facilitator guide.

These workshops, though designed for the Scrum Master community at Gap, can be used by other communities and projects.

The Value Creation Canvas (VCC) is the cornerstone of the Value Creation Workshops (VCW) Workshops.

IM Project Team Value Creation Workshop

  1. 3.5 hours in length
  2. The focus is on the IM role
  3. All IMs will participate, as a team, in filling in the canvas, identifying values, and developing a vision. This will be done for a persona called Sarah. Details about the persona will be captured during the first part of the workshop.

Expected outcomes

  1. One shared canvas for all IMs at Gap.
  2. Shared understanding of where we are and where are trying to be
  3. Fill out and discuss the Canvas, Uncover, Look ahead, and Act


Improvement process: Canvas, Uncover, Look Ahead, and Act
Canvas: Fill in the canvas with what we know right now
Uncover: The values that we are creating and why it matters
Look ahead: Align actions and goals with a shared/unified vision
Act: This most important part of the process. You will probably spend 99% of the time in acting after the workshop and about 1% during the workshop.

Acting will happen after the workshops. The workshops will focus on Canvas, Uncover, and Look Ahead.


  1. Purpose: why we are here – brief about the whole process – 5 min
  2. Check-in – 10 min
  3. Introduction to the workshop – 5 min
  4. Agenda + outcomes – 2 min
  5. Who is Sarah? – 3 min
  6. Fill out the canvas – 45 min
  7. Three Why’s – 45 min
    1. Three Why’s – 30 min
    2. Reflect and update the canvas – 15 min
  8. Cover Story: Looking to the future and incorporating it in the team’s canvas – 90 min
    1. Cover Story – 50 min
    2. Reflect and update the canvas – 40 min



Why are we here?

  1. Identify goals and values for IM Community and practitioners
  2. Develop a vision for the IM Community and practitioners
  3. Share a common understanding of the IM community goals, values, and vision
  4. Bring the community closer together by highlighting common activities and values
  5. Help individuals to:
    1. Feel they are part of something larger
    2. Have a better understanding of values and value creation
    3. Develop a personal vision that may, or may not, be aligned with their role
    4. Identify their purpose and vision


Help the participants to connect.
To get the participants warmed up while keeping the focus on today’s event

  1. Question: What is it about your role that is fun? something you enjoy!
    1. Talk in pairs for four minutes: what is the most fun about being an IM?
    2. Facilitator: Pick someone to start with who you know will not talk long – a good model
  2. Goals of the Check-in
    1. Make the participants think bigger but help focus on today’s topic
    2. Show and share something about them

Introduction to the Workshop

Use the Introduction above.

Agenda and Outcomes

  1. My roles (facilitator): I will be helping you go through the process to identify what we do, find out what values we create and develop a vision about where we want to be.
    1. (Volunteers, one or two) will help me during the workshop
    2. I need a volunteer to take pictures
  2. Ground rules
    1. Be Open to other people’s ideas

Who is Sarah?

Photo licensed to Yousef (Adobe Stock)

Sarah is our typical Scrum Master, while each Scrum Master is uniquely different, we share a lot together in terms of what we do, values we create and vision we share.

Transition: So let’s work together to learn more about Sarah by filling in the Value Creation Canvas VCC for her:

Fill in the canvas for Sarah

There are 5 columns in Gap Value Canvas or Canvas for short.

A few things to notice about the canvas

  1. Columns 1-4 represent who we are, what we do, what kind of value we are creating and for whom.
  2. Column 5: Combine activities, values and customer in one statement.
  3. Either print the above canvas on a big paper or use the wall.

How to

  1. Use relatively large sticky notes.
  2. Ask the participants to work in pairs
  3. For each column below:
    1. Ask the participants to write down and post stickies.
    2. It’s very important that the writing is large and clearly printed.
    3. Start with Who you are and what you have, then follow the sequence below
    4. Use Sarah to start filling this block
    5. Once you are done, move to the next column.
  4. Who you are:
    1. Your interests
    2. Abilities and Skills
    3. Personality
  5. What do you do?
    1. List of things we do as IMs
  6. Who you help
    1. Boss, supervisors: anyone that you report to
    2. Think about your role: do you serve others?
  7. How do you help? Value
    1. How you help others get their job done?
    2. A good question to ask: What job is Customer ‘hiring’ me to perform? What benefits do customer gain as a result of that job?
  8. Gallery walk. After they are done with all columns (except for the Statement one), Ask everyone to stand up and read the stickies (silently) at the board
    1. Dot voting: While reading the stickies, participants should vote on the two most important stickies in each column. Each participant has two votes per column, eight votes total. More about dot voting here.

Transition: Now we know who Sarah is, what she does to create value for her customers, let’s focus a little bit on the value section since it is the most important part of the canvas.

Three Why’s

  1. Preparations: Print instruction sheets for the small groups
  2. Take a photo of the canvas before re-arranging the stickies
  3. Two scenarios/options to chose from to proceed with this exercise depending on the time you have.
  4. Scenario #1: Using the Statement column
    1. Arrange activities and values in statements
      1. … do activity 1 and activity 2 to create value1 (or more) for customer1
      2. Rank/vote on statements
      3. Focus on one Statement for the remaining of this exercise
    2. Divide the participants into 2 groups:
      1. Group one – focus on activities: Put a high-level description of the activities in the first box.
      2. Group two: focus on the value: put the value in the first box.
      3. Ask each team to pick one statement, put the value created (one of them) in the first box
      4. Answer all Whys
      5. Look at the last level and decide if these are values too or more important ones.
      6. Add these values to the canvas and mark them with *
      7. Rearrange the statements to include the new values
        1. … do activity 1 and activity 2 to create value1 (or more) for customer1
        2. Add them to the canvas
  5. Scenario #2: Using both activities and values columns
    1. Ask the participants to work in pairs
    2. Each pair should pick one activity or one value
    3. Make sure you have almost the same number of activities and values
    4. Ask the pair to put the value or activity in the first box
    5. Answer all whys
    6. Once they are done:
      1. Introduce the roles:
      2. One will present and read the why’s tree
      3. One will write down any new stickers and post them to the canvas.
      4. Ask them to present and read their why’s tree
      5. Ask participants to pay attention to all answers and call out any new activity or value that should be added to the canvas.
      6. Pairs will add activities and values to the canvas.

Transition: Now after we reexamined Sarah’s activities and values, it is time to see how Sarah’s future looks like! We are going to travel to the future, 5 years from now.

Cover Story

“Cover Story is a game about pure imagination. The purpose is to think expansively around an ideal future state for the organization; it’s an exercise in visioning. The object of the game is to suspend all disbelief and envision a future state that is so stellar that it landed your organization on the cover of a well-known magazine. The players must pretend as though this future has already taken place and has been reported by the mainstream media. This game is worth playing because it not only encourages people to “think big,” but also actually plants the seeds for a future that perhaps wasn’t possible before the game was played.” ~ Gamestorming
Cover Story was originally designed by The Grove

Goals and Benefits

  1. Develop a vision for the IM Community
  2. Promote creativity and breakthrough thinking
  3. Become inspired
  4. Identify activities, goals, and values that can bring a strategic plan to life
  5. Generate group alignment about future directions

How to

  1. Preparations
    1. Prepare (draw or print) the template ahead of time.
      1. You can order Grove Cover Story here
    2. Prepare a few flipcharts / big papers with the message: Welcome to ______. In the blank add this year + 5. i.e. Welcome to 2021.
    3. Prepare and cut magazine pages/pictures
    4. Print or Show the breakout instructions
      1. A sample copy that you can use is here
  2. Tell the participants that we are traveling to the future
  3. Ask the participants to leave the room for 2 min
  4. Prepare the future setting: Show the flipchart boards with: Welcome to 2021
  5. Ask them to come back: welcome to 2021
  6. Introduce the Cover Story
    It is now the year 2021 and we have accomplished everything that we most wanted. We have become so successful that “Fortune” magazine featured us as its cover story in this week’s issue. Our job is to spend the next hour describing what this cover story says. What’s featured on the cover? What are the major headlines and images? What are the sidebars and quotes? Remember, the story has already been written. If you find you can’t recall the details, JUST MAKE IT UP! ~ Grove Cover Story Leader’s Guide
  7. Rules
    1. Rules of Improvisation: Stay in the future frame, it IS 2021; “Yes, AND”- build on any idea you hear; When in doubt, make it up!
    2. Everyone participates; no one dominates.
    3. Write down ALL ideas.
    4. No invalidation. If you have a different idea, share it
  8. Do one roleplay (Meeting Sarah in the future)
    1. Yousef: Sarah, how have you been? it is been a while
    2. Sarah: Well, I’m now VP of COMPANYX, the COMPANYX Agile Process for IT. The Scrum Master community achieved tremendous results in the past few years through the use of COMPNAYX-AGILE. And it is now being adopted worldwide by leading-edge companies.
    3. Yousef: Like what?
    4. Sarah: Well, to start with the most obvious. Teams with a Scrum Master are moving faster in delivering value to customers than those without a Scrum Master.
    5. Yousef: That is impressive.
    6. Sarah: Yes, we helped COMPNAYX reduce the cost by 35% of consumer-facing products, increased ROI by 55%, quality by 37% and time to market by 87%. The President of the United States mentioned COMPNAYX-AGILE and how we enabled innovation and experimentation at Gap!
  9. Ask the participants to pair up and speak in past tense – conversation such as the roleplay above.
  10. Remind the participants to use past tense in their conversations and to stay in the future.

Grove – Cover Story Leader’s Guide

  1. Explain the game to the participants and define each category on the template
    1. “Cover” tells the big story of our success
    2. “Headlines” convey the substance of the cover story
    3. “Sidebars” reveal interesting facets of the cover story
    4. “Quotes” can be from anyone as long as they’re related to the story
    5. “Brainstorm” is for documenting initial ideas for the cover story
    6. “Images” are for supporting the content with illustrations
  2. Break the participants into groups of 4-5 each. Instructions to each group:
    1. Roles:
      1. “RECORDERS” role: Log ideas onto Cover Story Vision, encourage everyone to contribute.
      2. PARTICIPANTS: Provide ideas, help focus, ask questions.
      3. TIMEKEEPER: Makes sure all topics are covered within the time frame.

  1. Ask the participants to imagine the best-case scenario for the IM community five years from now. Request that they spend five quiet minutes imagining their stories before they work together to agree on one.
    ~ Details here are based on the Grove “Cover Story Leader’s Guide”

    1. Instruct participants to start with the brainstorms section by trying to answer: What is the major story we want to tell? Record participants imaginations and ideas (everything).
    2. Ask What happened in the last five years that created this success? This will help identify major headlines or storylines. Record this in the “big headlines”. Ask if there are other key ideas to capture: keep them flowing by working quickly, recording everything, asking for details and encouraging members to just “make it up”
    3. Tips:
      1. Cut out images and phrases from magazines and post them in the brainstorms section. Use these to trigger ideas.
      2. Stuck after brainstorming ideas? Suggest everyone take five minutes to generate major headlines: alone or in pairs.
    4. Brainstorm ideas for key images, quote, and sidebars by asking:
        1. Famous people, President of the United States
      2. What kind of image supports that headline?
      3. What are the supporting sidebar stories?
      4. What would that sidebar look like as a picture, a graph, an image?
      5. What are people saying about the group that is worth quoting? And
      6. Who of importance is saying it?
  2. Reconvene the breakout groups and conduct an interview for each
  3. The interview
    1. Set up a stage to interview participants
    2. Ask two players to roleplay an interview based on the content from their “Cover Story” template, as though the magazine sent a reporter to interview an important character in the story.”
    3. Allow audience to ask questions
  4. As a team, look at the vision captured by the cover story and think about the goals the team should identify to achieve this vision
  5. Write down the goals: for 4 minutes, write down all the goals on sticky notes
  6. Discuss the goals and rank them
  7. Brainstorm activities the team should do and values they should create to achieve these goals.
  8. Add activities and values to the lower part of the canvas

Gorve – Cover Story Leader’s Guide

Wrap up

With that, we wrap up our workshop for today, thanks, everyone. Now we know Sarah, we know what she does, what values does she creates and for whom. We also know where Sarah want to be in 5 years or so and what kind of things she will do to get there.
Next, we will work on your Personal/individual canvas where you will learn more about your unique self and what you can do individually to grow. You will have a lot of similarities with Sarah but will also have some unique skills and abilities that make you stand out.


  1. Glue
  2. Tape
  3. magazine pages/pictures
  4. Scissors
  5. Sticky notes (as large as will fit on the template)
  6. Markers – watercolor, not permanent
  7. Flip charts, at least three.
  8. Big canvas printed or drawn on a big whiteboard
  9. Four cover story template printed. Two for the workshop and two extra in case we need them.
  10. Chalk pastels

Personal Value Creation Workshop

While this section is important to help individuals understand how their work will contribute to the company’s goals, it is not a mandatory.

This section of the facilitator guide is not published yet.