Sea Air Space

Sea Air Space: Rethinking Acquisition

In preparation for the Defense sector event, Sea Air Space Expo, Maga Design partnered with Herren Associates to rethink the infamous DOD 5000 Acquisition Process. The result is our Rethink Acquisition: Focus on Outcomes vs. Outputs. We showcased the map at the Sea Air Space (SAS) Expo last week and sparked ideas, inspiration, and meaningful discussions on on agile acquisition, innovation, and sequestration with defense industry leaders.

While at SAS, we had a Graphic Recorder as part of our Expo booth to capture the great takeaways from those conversations.


The Service Chiefs’ Update kicked off the three-day event with officers representing the Navy, Marines, and Coast Guard whom all echoed the need to strategically align the sea services to increase cost-efficiency. Given the recent reductions in spending, they emphasized the need to curtail overhead and invest more directly in the needs of the fleet; modernize an existing ship instead of waiting years for the development of a new one.


From furloughs to hiring freezes, maintaining performance levels is an increasing struggle for many defense sector agencies. The long-term effects are still unknown as a generation of the workforce is approaching retirement. The need for recruitment and training in the military is compounded by the fact that 75% of Americans aged 17 to 24 are ineligible for service,  according to Mission Readiness research.

Outcomes vs. Outputs

Outcomes vs. Outputs

Overall, the perspective of “Outcomes vs. Outputs” resonated with many of the veterans of defense acquisition. Outputs are important artifacts with metrics to assess the activities within a program.  Outcomes are the “why” at the root of such activities and create direct value to the warfighter.  Herren strives to bridge the gap between outputs and outcomes – optimizing complex processes and systems – to help clients “do more with less.” Maga visualizes change and strategy in a way that aligns teams all the way from creative brainstorming to long-term adoption.

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