Guest: Alexandra Chapman | Host: Mark Jørgensen Chaudhry
Theme: Value
Topic: Defining and Tracking Value in Organizations
Episode Summary
In this episode of the Creative Tension, we dive headfirst into the theme of Value – what it really means, how to define it, how to track it, and what happens when we don’t.
Our guest is Alexandra Chapman, co-founder of Totally Optimized Projects and co-creator of The Value Equation. With over 40 years of experience guiding organizations from chaos to clarity, Alexandra offers not just methods – but mental models and a mindset that helps people stop doing what she bluntly calls “dumb shit” and start delivering outcomes that actually matter.
Together with host Mark Jørgensen Chaudhry, they unpack one of the most persistent tensions in the workplace: the gap between having an idea and actually delivering value.
“People start doing all this dumb shit… there’s all these weird processes that the organization has created—and some of those weird processes are inherently destructive of people actually getting value.” — Alexandra Chapman
Gifts and Key Takeaways
- Start with defining outcomes: The biggest difference-maker in whether a project succeeds or fails.
- Use the Value Equation: A practical toolset—and a mindset—for turning vague ideas into measurable outcomes.
- Outcomes Thinking as a Mindset: It’s more than a model. It’s a way of thinking about why we do what we do at work.
- Free course: Alexandra generously offers access to her free training on Outcomes Thinking and how to apply the Value Equation in practice.
Mentioned Concepts and Resources
Key Concepts:
- The Value Equation – A practical method for aligning initiatives to outcomes, benefits, and measurable value.
- Outcomes Thinking – A shift from activity-based to outcome-based work culture.
- The Blindfolded Elephant Metaphor – Why everyone must see the full picture, not just their part.
- Four Types of Value Measurement – Dollars in the bank, KPIs, proxies (e.g., NPS), and observational change (e.g., team morale).
People Mentioned:
- Nathan Kunkel – Referenced as a colleague in developing and refining the Value Equation.
- Frank Jaffa – Also credited in shaping the mindset shift behind outcomes thinking.
Books Referenced:
- The Hope Circuit by Martin Seligman – Referenced to explain the neuroscience behind goal setting and intention.
- Project Management frameworks such as PMBOK and SAFe discussed critically in the context of business cases.
About Alexandra Chapman
Alexandra Chapman is co-founder of Totally Optimized Projects (TOP) and a global pioneer in strategy execution and value delivery. With decades of experience implementing major change in large enterprises—and teaching others how to think and act with clarity – Alexandra developed the Value Equation as a tool to move from chaos to control.
She is also the creator of accelerated thinking techniques that help people go from tacit to explicit knowledge. Whether building banks from scratch or helping utility companies recover from disastrous projects, Alexandra has a proven track record of helping people get clear on outcomes—and make them real.
How to Reach Alexandra Chapman
Website: totallyoptimizedprojects.com
Free Course: Delivering Business Value from Projects: A practical Masterclass for leaders and teams who want to deliver real value from their projects
Contact via LinkedIn: Alexandra Chapman