So, this picture is what I call (for want of a better term) the double value chain.
I want to change the name, as soon as I think of something better.
The idea is to show the rapid, repeatable, deterministic production of IT value (real time transactional services, compared to manufactured goods) on the vertical axis, as well as the longer, non-deterministic service lifecycle, comparable to Product Development, on the horizontal axis.
Does it succeed in this?
Notice that the service/product lifecycle does NOT start with "strategy," as I do not see strategy as a generating event. Just as often, strategy is something that you start to think of after you've been delivering something for a while. And the boundary between strategy and continuous improvement I think is thin. I propose we look at them as more similar than different...
(click to enlarge)
One thing I always appreciated about the value chain concept was the implicit matrixing. Notice that the major phases all have implications for each of the service layers. Ideation is great, but will you have a facility to run the service in?