Talk at Scrumday 2013 in Berlin. http://www.scrum-day.de/vortraege/nonakasscrum.html

1. Seeing is understanding.Seeing is understanding.
Nonaka’s Scrum
People as the Conveyor of Knowledge
Change Vision, Inc.
Kenji Hiranabe
By Yasunobu Kawaguchi

2. Seeing is understanding.Seeing is understanding.
Hello, Scrum Day!
I’m from Japan.

3. Seeing is understanding.Seeing is understanding.
Agenda
•Self-introduction
•Nonaka’s Scrum
•Tacit Knowledge
•A Story
•Design Thinking

4. Seeing is understanding.Seeing is understanding.
Kenji HIRANABE(1/2)
• (co-)Translator of
OO, UML books Mind Map book
XP/ Agile books
• (co-)Author of
C++ book
Scrum book
Agile and Scrum:
Collaborative Software
Development That Connects
Customers, Engineers and
Management

5. Seeing is understanding.Seeing is understanding.
Kenji HIRANABE(2/2)
• CEO of Astah.net.
• astah – UML editor
– With Mind Map, ERD, SysML
– http://astah. net/
– Runs on
• PC, Mac, Linux, iPad

6. Seeing is understanding.Seeing is understanding.
Nonaka’s Scrum
People as the Conveyor of Knowledge
Change Vision, Inc.
Kenji Hiranabe
By Yasunobu Kawaguchi

7. Seeing is understanding.Seeing is understanding.
Do you know
where the
word “Scrum”
came from ?

8. http://www.publickey1.jp/blog/11/10_innovation_sprint_2011.html
Innovation Sprint 2011
Jeff Sutherland Ikujiro Nonaka
me

10. Quote from the first
Scrum Book
• “Agile Software Development with Scrum” (by
Ken Schwaber, Mike Beedle) starts with the
following quote.
The "relay race" approach to product
development ... may conflict with the goals
of maximum speed and flexibility. Instead a
holistic or "rugby" approach – where the
team tries to go the distance as a unit,
passing the ball back and forth – may better
serve today's competitive requirements.
-- “The New New Product Development Game”

11. Copyright © 2005-2007 Kenji
HIRANABE, Some rights
reserved
12

13. Toyota Production
System
Lean
Lean Software
Development
Kanban
Lean Startup
Agile
Scrum
XP
The New New Product
Development Game
Four steps
to the epiphany
Agile and Lean
Startup
Patterns
Manufacturing Industry in Japan
2013 Yasunobu Kawaguchi

14. Nonaka’s Text Agile/Scrum (Software)
1993 Org. Patterns(by Jim Coplien) (at PLoP)
2001 “Agile Software Development with Scrum”
(by Ken Schwaber, Mike Beedle)
“The Knowledge Creating Company”(HBR) 1991
SECI-model
アメリカ海兵隊(U.S. Marine) 1995
Fractal
Organization
1994/1 First Sprint of Scrum by Jeff Sutherland
Scrum Master
1994/2 Second Sprint of Scrum (with Cope’s Ideas)
Daily Scrum
“The New New Product Development Game” 1986
“Scrum”
2012 “Software in 30 days”
“Wise Leadership”(HBR) 2010
Phronetic
Leadership
“Managing Flow” 2008
2001 “The Agile Manifesto”
2013
“アジャイル開発とスクラム-顧客・技術・経営をつなぐ協調的ソフトウェエア開発”
Collaborative Software Development That Connects Customers, Engineers, and Management

15. Prof. Ikujiro Nonaka
1
The New New Product Development Game(HBR)
Scrum
Stop therelay race, take up rugby
2
The Knowledge Creating Company
SECI-model
Spiral transformation of
Explicit knowledge and Tacit knowledge
3
Managing Flow, The Wise Leadership(HBR)
Phronesis
The third knowledge type after
Science (explicit knowledge)
And art (tact knowledge)
U.S. Marine
Fractal
Organization
Self-similar structure
at all levels
4

16. Seeing is understanding.Seeing is understanding.
SECI model

17. Copyright Nonaka I. 2010
Two Types of Knowledge
Spiral up throughSpiral up through
dynamic interactiondynamic interaction
AnalogAnalog--Digital SynthesisDigital Synthesis
Objective and rational knowledge
that can be expressed in words,
sentences, numbers, or formulas
(context-free)
Theoretical approach
Problem solving
Manuals
Database
Subjective and experiential
knowledge that can not
be expressed in words,
sentences, numbers, or
Formulas (Context-specific)
Cognitive Skills
beliefs
images
perspectives
mental models
Technical Skills
craft
know-how
Tacit Knowledge Explicit Knowledge

18. http://www.flickr.com/photos/visitabudhabi/6708954439/
Tacit
Knowledge
Subjective and
experiential
knowledge that
can not be
expressed in
words, sentences,
numbers, or
Formulas
(Context-specific)

19. • Explicit
Knowledge
• Objective and
rational
knowledge that
can be
expressed in
words,
sentences,
numbers, or
formulas
(context-free)
http://www.flickr.com/photos/stuartpilbrow/4264302708/

20. “Sticky” Information
Product developers need two types of information
in order to succeed at their work: need and
context-of-use information (generated by users)
and generic solution information (often initially
generated by manufacturers specializing in a
particular type of solution) Bringing these two
types of information together is not easy. Both
need information and solution information are
often very “sticky”—that is, costly to move from
the site where the information was generated to
other sites .
-- “Democratizing Innovation” (by Eric Von Hippel)

21. SECI Model
Explicit
Explicit
Tacit
Tacit Tacit
Explicit
Explicit
Tacit
SocializationSocialization ExternalizationExternalization
InternalizationInternalization CombinationCombination
O
G
E
I
Environment
Individual
I G
G
G
G
Org.
E
I
I
I
I
I
Group
IE O
Copyright Nonaka I. 2010

22. Copyright Nonaka I. 2010
Organizational Knowledge Creation
SECI Model
Sharing and creating
tacit knowledge
through direct
experience
I = Individual, G = Group, O = Organization, E = Environment
Learning and
acquiring new tacit
knowledge in
practice
1. Perceiving reality
as it is
2. Sensing and
Empathizing with
others and the
environment
3. Transferring of
tacit knowledge
9. Embodying explicit
knowledge through
action and reflection
10. Using simulation and
experiments
Articulating tacit
knowledge through
dialogue and
reflection
4. Articulating tacit
knowledge using
symbolic language
5. Translating tacit
knowledge into a
concept or prototype
Systemizing and
applying explicit
knowledge and
information
6. Gathering and
integrating explicit
knowledge
7. Breaking down the
concept and finding
relationships among
the concepts
8. Editing and
systemizing explicit
knowledge
Explicit
Explicit
Tacit
Tacit Tacit
Explicit
Explicit
Tacit
SocializationSocialization ExternalizationExternalization
InternalizationInternalization CombinationCombination
O
G
E
I
Environment
Individual
I G
G
G
G
Org.
E
I
I
I
I
I
Group
IE O

23. Seeing is understanding.Seeing is understanding.
A Story of
Matsushita Electric’s
“Home Bakery”
(Bread Making Machine)
Source: http://panasonic.co.jp/ism/bakery/vol01/index.html
For this part. Or read “Knowledge Creating Company” the book

24. Seeing is understanding.Seeing is understanding.
Design Thinking
Relationship with

25. Design Thinking
“Design thinking is a human-centered approach to innovation that draws
from the designer's toolkit to integrate the needs of people, the
possibilities of technology, and the requirements for business success.”
—Tim Brown, president and CEO

26. IDEO Method Cards

27. There’s also an App !

30. SECI Model and Agile Practices
Explicit
Explicit
Tacit Tacit
Explicit
Explicit
Tacit
SocializationSocialization ExternalizationExternalization
InternalizationInternalization CombinationCombination
Sprint DemoSprint Demo
Visit UsersVisit Users
Coding StandardCoding Standard
Tacit
Sprint PlanningSprint Planning
Story WritingStory Writing
Everything about
Learning
Everything about
Learning
Daily StandupDaily Standup
Sit TogetherSit Together
Pair ProgrammingPair Programming
RetrospectivesRetrospectives

31. Scrum As Knowledge Creation Machine
E
E
T
T T
E
E
T
SS EE
II CC
T
T
Created Knowledge
Knowledge about
How to create it
Knowledge about
User and Usage
Growing Working
Software
Learning Scrum
Team

32. Copyright Nonaka I. 2009
Contemplation in Action:
Indwelling in Actuality with Deep Thinking
“I can see many things
when I see a machine. How
can we maneuver through
that curve? We should do
this, we should do that....
Then I think about the next
machine. We can make a
faster machine if we think
like this, and so on. It’s a
natural progress into the
next step.”
- Soichiro Honda
Source: Honda Motor Corporation
(Picture at the Automobile Hall of Fame, Detroit)
Copyright Nonaka I. 2010

33. Copyright Nonaka I. 2010
Concept Building: Dialoguing on the Spot
Soichiro Honda
Drawing on
the floor
Words and
actions
By articulating into
language, we
clearly understand
what we are
thinking
Source: Honda Motor Corporation
Automobile Hall of Fame (Detroit)

34. What’s the product owner ?
The person(s) who had the first belief, should run through the whole process
As the conveyer of knowledge.

35. Idealistic Pragmatist:
Contemplation in Action
Brain
Deep Thinker
Brawn
Doer
in One Personin One Person
““Intellectual MuscleIntellectual Muscle””
Relentless Pursuit of Common GoodRelentless Pursuit of Common Good
Copyright Nonaka I. 2010

36. Conclusion
The word “Scrum” is from Nonaka’s
1986 paper.
He also articulated how knowledge is
created as SECI-model.
It starts with passion, empathy, or
belief.
Go see Gemba, the place it occurs,
see the context, meet people!

37. Prof. Ikujiro Nonaka
1
The New New Product Development Game(HBR)
Scrum
Stop the relay race, take up rugby
2
The Knowledge Creating Company
SECI-model
Spiral transformation of
Explicit knowledge and Tacit knowledge
3
Managing Flow, The Wise Leadership(HBR)
Phronesis
The third knowledge type after
Science (explicit knowledge)
And art (tact knowledge)
U.S. Marine
Fractal
Organization
Self-similar structure
at all levels
4

38. FEEL
Before
You
THINK!