The idea that a flow of value to users is at the heart of concepts such as #NotImplementedNoValue and #NoProjects. At the heart of the flow of value is a conundrum. That conundrum is entwined in three terms; price, cost and value. These three terms are often conflated, despite representing very different ideas. When project teams or product owners use price, cost and value interchangeability they can easily make the wrong choices as they they lead value through the development or maintenance process.
Price is often equated to value. We have all heard “you get what you pay for.” As anyone that has had to bid for a project will tell you, price is a significantly more nuanced than a straight translation of value. Price is defined as the amount of money given in payment for something. Price can also refer to an unwelcome experience or condition required to achieve an end. The act of pricing is dance between what can be charged and the strategy of the seller (think Game Theory). I have heard sales people suggest that they price the first deal to get in the door in order to prove the value of their product or service; therefore the price of any individual transaction might not be directly related to value. All software transactions must be viewed across the life of the software and the life of the relationship with the provider. Bottom line: Price of any individual transaction is only loosely related to value.
Cost is a “simple” concept. The use of the term simple is very tongue and cheek, as costs often include labor, materials, office charges, hardware, business changes and opportunity costs. In a commercial product, cost and price are connected by the margin. The discipline of having to maintain a positive margin over the long term mean you need to understand the relationship of cost to price and later value. Most internal IT organizations do not face the long-term discipline of the market, and often only have to manage labor costs, which can lead to poor behaviors. One example of poor practice is substituting labor for automation because automation has a higher upfront cost (resisting test automation software for example).
Value is defined on Dictionary.com as ”.” Value measures range from profit and revenue, to a relative measure based on the perception of what an individual or group will get from a service or product. To make matters more complicated, the perception of value changes based on context, which can affect what can be charged. For example, water has significantly more value to someone dying of thirst than a person sitting in their kitchen drinking a glass of water. Value can be seen as the interaction between factors that include global or organizational impact, individual benefit and the probability of use. Many people use cost and price as tools to help determine value.
Price, cost and value are related. Cost plus margin will always equal price for a specific transaction. Over the long run, pricing any specific transaction below the typical margin or at a loss may make strategic sense. Examples might include capturing market share or getting in the door. But in the long run, pricing too many transactions below cost is catastrophic. The link between cost and price is more tenuous, because even if measured using hard currency the amount of value is affected by perception. In order to pursue concepts like #NoProject or #NotImplemnetedNoValue you need to have a handle the nuances of price, cost and value so that you can understand and talk clearly about the value derived from each story, feature or epic. Falling prey to conflating price, cost and value will yield a conundrum that will impact the decisions we make about what to deliver and when.
Programming Note: We will dive into value in more detail on Thursday.