The Core model book
by Gerry McGovern
The Core Model puts people first and thus it is an attack on traditional management thinking, hierarchy and top-down models. It’s about helping you discover and evolve strategy based on what is important to your customers, citizens, employees. It will help you design better services by first-and-foremost getting a crystal-clear understanding of what it is your customers want to do.It doesn’t ignore organizational goals but rather marries them with the tasks people need to complete.
If you’ve been involved in the Web for a while you will immediately understand the challenges this book seeks to address. It gives you methods to overcome organizational ego and departmental silo thinking. It facilitates the creation of websites, apps and services where it’s genuinely easy for people to find and complete their top tasks.
The Core Model was developed by Are Halland, a Norwegian with vast experience of building successful website and apps. He precisely pinpoints the causes of poor performance: obsession with ego monstrosity homepages; bloating, rotting content that nobody even remembers publishing anymore; navigation that would confuse Sherlock Holmes; and an internal search engine that spews out irrelevant results. These are truly universal challenges.
The solution that Are Halland is as simple as it is radical: put people first. Design from the perspective of the customer task, not from the organizational need. Radical. Hard. Essential. Design outwards from what matters most to the customer, while making sure that these tasks align with organizational goals. Relentlessly focus on the core, rather than getting caught up in the comfortable but often low value pursuits of designing homepages, creating great big information architectures, migrating vast quantities of low quality content.
Start from the task, the essence of things. Discover the customer journeys / paths to the task. Where do they start? At Google? What words do they use? Design those inwards paths. Then, the forward paths. Where should the task lead them? Where do they go forward to? A purchase process? A phone call to a doctor? Filling out an application form? No core is an island. It must have inward and forward paths.
Multidisciplinary design. So utterly essential today. The Core Model is all about that. Bringing together all the interested disciplines and functions to integrate customer tasks and organizational goals. Because there is no other way if you want to deliver a quality customer experience. Seamless, multi-channel, whatever device is closest. If you want to make it truly easy for the customer you must bridge the silos within your organization, and The Core Model truly helps you to do that.
This is a book for pioneers. For those who truly want to make a difference, to make things better for the customer and the organization. It challenges traditional management attitudes. So, it’s a dangerous book. You could get into trouble reading it. And much more trouble trying to implement the ideas within it.
But if you’re tired of the old model because you know that it just doesn’t work anymore, this is just the book for you. If you’re tired of vanity content, pointless redesigns, and ego-bloated homepages, this is the book for you.
The Core Model works. You’ll find the evidence here. But more importantly, you’ll find the methods for creating digital services that help organizations succeed by putting people first.
Who is Gerry?
Content guru Gerry McGovern is the inventor of Top Task Managment, and has written 8 books about writing for the web, top task methodology and digital transformation. His latest book is called World Wide Waste, where he
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