Everything the organization does should connect, directly or indirectly, to value, whether for its customers, for its other stakeholders or for itself. Know who the service consumers and key stakeholders are; understand why they use the services, what the services let them do, and what the services mean for their costs and risks; and recognise that their needs define value, which comes from supported outcomes and optimized cost and risk and which shifts over time. Manage the customer and user experience, which has both objective and subjective sides. Learn how consumers use each service and keep gathering feedback; get all staff to think about value; keep value in view in day-to-day operation as well as in improvement initiatives; and build it into each step of every improvement.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.