What is Obeya?
A space where Strategy and execution, people and information come together!
Where strategy meets execution: Welcome to the Obeya
An Obeya (Japanese for “big room”) is a physical space where strategy, execution, people, and information come together. It’s where key data is made visible, teams align, and decisions are made based on fact. All in direct connection to strategic goals.
In an Obeya, strategy and execution are visually linked. Teams meet at a set rhythm, collaborate across silos, and steer progress with full transparency. The result: faster decisions, stronger ownership, and better outcomes.
Obeya is used by organizations of all sizes, from IT and manufacturing to government and construction. At AgileWalls, we’ve designed and implemented over 100 physical Obeya rooms that help organizations focus, align, and deliver.
See Obeya examples.
“Making our strategic goals visible, measurable and connecting them with the work of the teams has greatly increased ownership!”
Why Obeya?
In today’s organizations, complexity is everywhere. Teams operate across silos, decisions are made at different levels, and information is scattered across tools and departments. This makes it difficult to create real connection, between strategy and execution, and between people.
Obeya offers a solution. It is a central space where all relevant information is visualized and accessible. Instead of bringing fragmented data to different groups, people come to the Obeya, to align, collaborate, and make decisions based on shared understanding.
In an Obeya, everyone sees how their work contributes to the bigger picture. Teams meet at a regular rhythm, have respectful conversations, and steer progress with full transparency.
Most importantly, Obeya enables data-driven decision-making. By making key metrics, goals and progress visible, teams can act on facts, not assumptions. This leads to faster decisions, stronger ownership, and better outcomes.
At AgileWalls, we design and build Obeya rooms that make this possible. We know how to create visual management systems that truly connect people, strategy and execution.
AgileWalls Obeya at Noordwest Hospital Group
Obeya originated from the Toyota Production System
A short Obeya history
The word Obeya (also spelled Oobeya, from Japanese 大部屋) literally means “big room” or “war room.”
The concept was first put into practice by Toyota in the early 1990s during the development of the first Prius. Chief Engineer Takeshi Uchiyamada was tasked with an ambitious challenge: to design the car of the 21st century, with unprecedented fuel efficiency targets.
To meet this challenge, he not only had to rethink the product, but also the way teams collaborated. He introduced a new form of visual management: a central room where all relevant information was made visible, and cross-functional teams could align quickly and make fast, informed decisions.
The result? The Prius was launched in under three years, 15 years ahead of the competition. The Obeya became a core element of the Toyota Lean Product Development System.
Since then, Obeya has spread far beyond the automotive industry. Today, it is used by organizations worldwide to connect strategy and execution, and to drive collaboration, ownership, and results.
The 11 Obeya Principles
The 11 Obeya Principles define what Obeya is and guide its continuous improvement, regardless of the methodology or framework you use.
Developed in 2020 by the Obeya Association, these principles form an independent and open framework. They are based on the experience of Obeya practitioners worldwide and are continuously refined through real-world application.
The principles serve as a guiding compass for anyone designing, facilitating or working in an Obeya. They help ensure that the Obeya is not just a room with walls, but a space that truly connects people, strategy and execution.
The Obeya Principles, source; Obeya Association
Create an Obeya that works!
Make data-driven decisions and focus on what really maters.
At AgileWalls, it’s our mission to create spaces where people come together to collaborate effectively. Instead of endless meetings with no results, we help teams make informed, sustainable decisions by visualizing exactly the right information.
We bring strategy and execution, people and information together, in one powerful visual space.
Whether you’re starting small or scaling Obeya across your organization, we guide you step by step.
Learn more about our Obeya Implementation approach:
The AgileWalls modular system
Our modular systems are designed to support better decisions, stronger collaboration and data-driven ways of working.
We help you define your information needs and translate them into a visual management system that fits your process and your people.
Through smart design principles and years of hands-on experience, we create Obeya rooms that focus attention on what really matters.
Download AgileWalls examples
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