20150117 What the hell is imagineering - LinkedIn
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Transcript of 20150117 What the hell is imagineering - LinkedIn
What the hell is it?
Voor
scho
ten,
17th
Janu
ary
2014
“Because the world changes, we must gain new perspectives and find new approaches to value creation”
• Independent consultant since 1991• Master degree in Business Administration
Master degree in Business Innovation (2015)• Areas of specialisation: business innovation,
business models, design thinking, start-up coaching, brand management, marketing management, workshops
• Collaboration with experts from different fields
Imagineering: Blend word & oxymoron
Imagination engineering
Why imagineering?
We live in turbulent times
Our world is changing
Change is accelerating
Complexity increases
Uncertainty increases
The market as a target
The market as a forumIn the traditional concept the market is separate from the value creating process.
In the emerging concept the market is integral to the value creating process
the location where value is created and captured changes
Prah
alad
& R
amas
wam
y (2
004)
“As long as we are passive recipients of processes designed by the company, our work experience tends to be mediocre - it’s not optimized for us, and we can’t influence it. But if we are given the latitude to redesign our interactions, we can change the quality of our experience.”
Source: Ramaswamy and Gouillart, Building the co-creative enterprise, Harvard Business Review, October 2010
The workplace is changing
The world is changing
5 global shifts:
Creativity
Connectivity
Collaboration
Convergence
Community
Business
Education
Health care
Government
Agriculture
Politics
Etc. etc.
Rethink and redefine some things in order to cope with the changing environment
Rethink & redefine how we create value
Value is in the eyes of the co-creators
Co-produce offerings that mobilise people
Decision approach Design approach Imagineering approach
Analytic Holistic Integrative
Problem oriented Solution oriented Future oriented
Existing recipe & vocabulary
Every solution has its unique path Every ideal has its own generative path/process
Rational solutions Facilitative solutions Inspiring solutions
Stable context Chaotic and dynamic context When co-creation is a necessity
Analytical, methodical mindset
Reflective, narrative, entrepreneurial mindset
Narrative, co-creative mindset
Sour
ce: N
ijs, 2
011
What makes imagineering so different?
“Imagineering is an instrument for strategy in the evoked mode, connecting company competences and customer’s in context, orchestrated by creating and using an artefact that, at the same time, initiates and directs a transformative dialogue and appeals to co-creative entrepreneurship by all kinds of stakeholders in the value network”.
Source: Nijs (2009)
Imagineering
Imagineering is a 6 steps design approach to value creation, embedded in a process of inspiration-ideation-implementation
The six steps of imagineering
Analyse the facts and figures from the industry/company (in-depth analysis of company values).
Broode on the symbolic material, the core competence(s) and the values.
Create a high involvement experience concept based on the ‘fit’ between ‘customers and competences’.
Design (also graphically) the high involvement experience concept to an appealing new symbolic platform.
Explore the symbolic world and elaborate on the experience platform and the value network.
Follow-up by salvaging coming chapters and interaction.
How do Imagineers go about it?
Strategic innovation
Organisation transformation
Strategic innovation
Blend strategy and creative exploration to discover future business opportunities
Organisation transformation
A real-time, socially constructed approach to change based on finding common ground by engaging in a transformative dialogue
Methodology
E.g. complexity theory
E.g. social constructionism
Approach organisations (living systems) in a more holistic way
Meaning, value and truth are constructed in dialogue
E.g. appreciative inquiry
We take a positive stance during inquiry
How do we construct reality?
We ask questions like…
How do we build an environment for co-creation and social change?
What are the implications for stability, change and transformation?
Deliverables
We co-create narratives (storylines) and artefacts (symbols) that will generate response, commitment and participation and built platforms that allow anyone to initiate, recruit, suggest, and experiment
1. Common view of the problem2. Social construction of knowledge3. Shared aspiration for top performances4. A constant flow of new initiatives
The pay-off
Our core services
Business innovation
Organisation transformation
Strategic design
Service design
Platform building
Business models
Start-up coaching
Various workshops
Market research
Brand design
Graphic design
Marketing strategy
Communication strategy
Creative Scrum ImagineeringKoninklijke Marinelaan 1a2251 BA VoorschotenThe Netherlands+31 (0)71-785 15 [email protected]