the-value-gameIdentifying what value your are creating can be a very fluffy and vague task. Typically you end up talking about how much money you save, and not about the real value you create for the customer or for each other. We’ve developed The Value Game to solve that problem.

The Value Game is a very special game. A game that unlike other games only have winners.

The aim of the game is to get an understanding of what value you are creating, either personally or in relation to a product or project. The game consists of a number of cards with statements, divided into four categories:

Functional value
Emotional value
Life changing value
Societal value

You can play the game in four steps – but feel free to bend the rules.

Step 1: Decide on your scope

What is the context and situation, you’re investigating and analyzing?
Who are the participants, e.g. producer and receiver? Who are you creating value for?

Step 2: Find the value

Work your way through the four categories, one category at a time: Functional first, then emotional, then life changing, and finally societal.
For each category you should find those cards, that describe the value you create – or want. Explain to the other participants why you chose each card.
Some of the cards will not make sense to the scope and situation. This is intentional.

Step 3: Measure the value

Investigate how you can and will measure the value.
Some might be tangible and can be counted. Some might be personal perceptions and  can only be measured via interviews or surveys.

Step 4: Create a purpose-statement

Now, use the identified value to create a meaningful, exhaustive purpose-statement, that captures the intention of the work to be done, and the value to be harvested.
The statement should illuminate what problem your solving, for whom, and how they benefit from that.
A good purpose-statement frames everything you do, helps you succeed, and is something that people can connect with.

Let’s play!

Scope and situation

When creating the business case or the project description in the beginning of a project.
Or when you’re recalibrating the effort.

What problem are we solving

We want to understand why the project exists, AKA what benefit is created via the project and the product.
Is the value functional, emotional, life changing, or societal?
And to whom?


Three roles should be represented:
Product Receiver (maybe represented by the customer, the end users, the reference group etc.)
Project Responsible (maybe represented by the Product Owner, the sponsor, the steering committee etc.)
Project Delivery (maybe represented by the project manager, the SCRUM master, the project team, the vendor, subcontractors, the PMO etc.)

Play the game

The most active roles should be the Product Receiver and the Project Responsible. Together they should identify and agree on the value to be created.
The Project Delivery should mainly be observing, in order to understand and learn.

Scope and situation

Sitting in a sales meeting, debating what challenges and problems the customer is facing – and what vision she/he has.

What problem are we solving

We want to understand what value the customer will gain from solving the problems and mastering the challenges.
What functional, emotional, life changing, or societal value can be obtained?
What is the customer willing to invest in order to harvest the value?


2+1 roles should be represented:
The customer, who you’re in the sales meeting with.
You, the vendor.
And, mentally the customers customer must be in your minds. You should understand what value the customers customer will gain from your delivery.

Play the game

Facilitate the game in such a way, that the active part is the customer.
Let her/him put words on what value she/he expect to gain.
Use that for designing your delivery and the sales pitch.

Scope and situation

Creating – or revisiting – your strategy for the organization.

What problem are we solving

We want to establish a clear and engaging purpose and direction for the organization, thus ensuring that all energy is focused towards that.
We want to understand what value our customer will gain from our products and services.
What functional, emotional, life changing, or societal value are we providing?
What is our reason to exist?


Two roles should be represented:
You, the organization, represented perhaps by top management, key employees, HR, Marketing, R&D etc.
And, mentally, your customer or recipient of your product or service. You should understand what value your customer will gain from you. Make sure, that you have the customer in mind.

Play the game – version A

Focus on what you do already do and are capable of, AKA the functional value, you deliver.
In mixed groups, work your way up in the value hierarchy. Chase the value, and understand how you can create even more of it.

Play the game – version B

Turn the value hierarchy upside down, thereby focusing on what value you dream of creating for the world.
In mixed groups, work your way down the hierarchy, identifying what capabilities you must master to create the value in each category.

Ending the game

Formulate the purpose and the strategy to get there.
What activities can be closed down? What capabilities and activities are missing?


The Value Game is inspired by the work done by Bain&Co, by the 17 UN Sustainability Goals, and by Singularity University’s Global Grand Challenges, but expanded, adjusted, and adopted into a Nordic culture.

The game consists of 61 cards (15x15cm, 300g glossy paper) and can be purchased in English.

Purchasing The Value Game

Send us a mail, stating how many you want.

Price: 150,- DKK.