How to Build a Global Creative Practice

www.consulus.com

16 September 2015

Presented during Designers Nite at the National Design Centre

BUILDING A GLOBAL CREATIVE PRACTICE

http://www.consulusgroup.com

The Creative/Knowledge Consulting Sector is like the Airline Industry

It’s about talent

It’s about capacity

It’s about time

It’s about code share

It’s about Air Hubs

Talent, capacity, time

I will share some insights on our work in helping our clients in the creative sector

All rights reserved. Intellectual Property of Consulus Pte Ltd

Then as a member of DBCS Business Connect, I will talk about how to build on collective strengths to seek global opportunities as Singapore Design Community.

DBCS: Code Share, Air Hubs

Consulus is a global innovation and design consultancy with business management and multi-disciplinary design capabilities.

OUR WORK We help companies achieve higher growth and team synergy through redesigning their organisations, business models and experiences.

Innovation workshop for staff engagement

New Privilege Banking Experience for Bank Islam Brunei Darussalam

OUR IMPACT Since 2004, our methods and solutions have shaped organisations in diverse sectors, impacting 5.2 Bn in revenue, in more than 18 cities throughout the Asia-Pacific

OUR TEAM We come from diverse disciplines: business, organisational development and design. With presence in the region and a global circle of 60 consultants from a family of nations, we understand your challenges.


Some of our Singaporean clients whom you might be familiar with…

Brief Insights

Business and organisational challenges in building a global creative practice.


Some insights from the creative companies that we have served


SGD $ 1 - 5 million SGD $ 70 - 100 million

Type of Firms we have reviewed

Urban Planning

Architecture

Interior Design

Marketing

The range of annual turnover of some of these consulting practices

INFLUENTIAL BRAND

EXPERIENCE

CLOSE

OUR SOLUTION Consulus Method of Business Design for Revenue Performance and Influence

At Shape the World Conference 2013, a signature event of Consulus

INNOVATIVE BUSINESS

MODEL !

CREATE

ORGANISATIONAL MODEL THAT

HOSTS INNOVATION

DRIVE

A 360 scan

Revenue Performance

Organisational Culture

Partnership Structure

Knowledge Development Process

Key Influencers Branding

Client Engagement Process

!


Before any recommendation, we review their business and organisation in the following aspects:

!

It’s about talent


A valuable business is like a castle with a deep moat - Warren Buffett

Will Warren invest in your practice?

Organisations that have systems to develop talents to build a deep moat.


Inspired product, service

Purpose of organisation

Founder

!LONGEVITY

Consulus 9-DimensionsTM Method

Know-how institute

Governance

Leaders

Practice Improvement

Promise Reflection

Followers - Staff and

Customers

Organisations that are distracted by projects and fail to develop people


Inspired product, service

Purpose of organisation

Founder

!LIMITED TO FOUNDERS

Consulus 9-DimensionsTM Method

Know-how institute

Governance

Leaders

Practice Improvement

Promise Reflection

Followers - Staff and

Customers

Lack Succession Planning

!Lack system to govern

creative / consulting

principles

!Lack sustained commitment

of 10 - 20% of time to review

insights and evolve products

and services

!

From our review, too many creative

practices lack the following:

!

Number 1 cause for unsustained global expansion: Lack internal system for development

It’s about capacity

NURSE BUSINESS THAT ADD VALUE THROUGH CHANNELS OR SERVICE

COUNTER PHARMACIST BUSINESS THAT TRADE OR PROVIDE VALUE AT LOW BASE

DOCTOR BUSINESS THAT DETERMINE VALUE THROUGH INFLUENCE, INNOVATION.

DEFINE VALUE

SUPPLY VALUE

Low Profit

High Profit

Exponential Profit

KNOWLEDGE CONSULTANCIES DELIVER VALUE AT THREE DIFFERENT LEVELS


IS YOUR PRACTICE LIKE AN INNOVATIVE AIRLINE?

OR DO YOU RELY ON THIRD PARTY INTELLECTUAL PROPERTY?

OR YOU SIMPLY DELIVER VALUE LIKE A BUDGET CARRIER?

Consulus 3-StatesTM Framework External Action Plan

Delivery management &

processes at the external stakeholder

realm

Internal Action Plan

Organisational development

and management

Internal Action Plan Innovation

development (stemming

from research)

External Action Plan

Marketing communication

& public relations

management

External Action Plan

Differentiated experience

design & management

Internal Action Plan

Roles of employees &

human capital policies

The state of the creative practice and innovation capacity

Differentiation

Definitio

n of

Business UniquenessInfluence

Definition of

Business Credibility

Ability Definition of

Business Advantage

Assessing Business Model


Common symptomsGeneral State of Asian Creative Firms’ Business Models

Asian creative agencies or consultancies are focused on quality delivery

and are competent.

!Weak institutional brand identity to manage individual star brands.

Rudimentary corporate culture development limits the ability to attract or

retain talent.

!Lack sustained innovation processes which results in keeping them at their

current station and not enabling them to move up the value-chain.

!


Number 2 cause for low financial returns in global expansion: Lack sustained influence and innovation development for differentiation

It’s about time

Effective executives have learned to ask systematically and without

coyness: ‘What do I do that wastes your time without contributing to your

effectiveness?Peter Drucker


How to enhance effectiveness and reduce time to acquire clients.

ENGAGEMENT

Interact with senses to enhance participation

CONDITION

Develop a style to condition users to recognise and acknowledge !

FRAME

Define the issues, the enemy, then form an impression based on strategy

TAKE-AWAY

Have memorable cues so that they can easily recall the experience !

Consulus 4-FramesTM Framework


Ineffective framing and conditioning weakens client acquisition.

Common Symptoms

ENGAGEMENT

They are willing to commit time to engage and interact with the client.

CONDITION

They lack consistency in defining a style or an approach to showcase why their solution will fit the client’s needs !

FRAME

Many creative firms are not good at framing the issues and the value of their solutions.

TAKE-AWAY

This limits their recall with clients or referral value as there is little to remember. !

Number 3 cause for growing costs in global expansion: Lack strategic process to make client acquisitions effecient.


This process of business transformation is supported by:

Business Model and Organisational Design for Internationalisation Business Expansion and Promotion

It’s about code share


Our firm has benefitted from working with global partners such as CPG

At DBCS we want to nurture more of such partnerships

The uniqueness of Design Business Chamber Singapore

•Only Multi-disciplinary Design Chamber in Singapore

•Business-oriented •Close partner of government agencies

•Good mix of international and local firms

Urban Design Landscape Design

Governance Design Business Design is next

On the nation’s 50th year, Singapore is recognised by its thinking and creative approach to solving problems.

DBCS Business Connect Committee

A platform to facilitate members’ expansion and growth by growing Design SG Brand


Our firm met our latest partner in Thailand through an event organised by DBCS

It’s about Air Hubs

DBCS is proud to announce a new initiative call Business Connect:

•Information Portal •Overseas Connection Satellite

•B2B Connection and Matching

DBCS Invitation

Members will be invited to share resources and platforms to advance each other’s businesses.

Consulus Contribution

We are happy to invite all of you to join us in the World Company Day Initiative, to collaborate for Shape the World Conferences and to feature your firm’s creative solution through The Columnist.

World Company Day

Launched in Ho Chi Minh in 2013

PurposeRaising consciousness about the role companies play in shaping a better world and enhancing collaboration to bring about greater good. !VisionTo build a global movement of companies committed to shaping a better world and are committed to enhancing fraternity and creating meaningful and sustainable solutions. !GoalsWe call on the world’s companies to: 1) Build a more collaborative and meaningful cultures in their companies 2) Treat customers and suppliers as partners in shaping a better world

3) Create products and services that will add meaningful value to society !!


www.worldcompanyday.org

http://www.worldcompanyday.org

Some signatories

SHAPE THE WORLD CONFERENCES Through Shape the World Conferences which has influenced 4,000 leaders, we share our ideas on how to shape a better world through designing better organisations and experiences. www.shapetheworldconference.org


http://shapetheworldconference.org

http://www.shapetheworldconference.org

THE COLUMNIST The Columnist reaches 10,000 leaders in Asia. President of MUJI, Deputy-Secretary General of Religions for Peace, CEO of Banyan Tree are some of the leaders who have shared their insights on this channel. www.consulus/thecolumnist

!www.facebook.com/consulus

Consulus

youtube.com/user/consulusgroup

http://www.facebook.com/WorldCompanyDay

http://www.youtube.com/user/consulusgroup

Our Invitation

If you want to go fast, go alone. If you want to go far, go together


African Proverb

OUR THOUGHTS Some relevant articles on business and organisational design for growth. Find the rest here: http://consulus.com/ideas/ideas-for-strategy/

Designed to Last – Organisational Longevity !The ultimate test of any idea is the ability to build enduring institutions to influence future generations.

10 Rules to Innovate from the Inside-out !Companies innovate better if they identify a way to harness their strengths internally and make decisions based on a relational point of view.

Think Different !In a more complex world, A 360 design-led approach to generating growth will be more effective than the typical business management method.


http://consulus.com/ideas/ideas-for-strategy/

http://consulus.com/10-rules-to-innovate-from-the-inside-out/

http://consulus.com/designed-to-last-organisational-longevity/

http://consulus.com/designed-to-last-organisational-longevity/

http://consulus.com/10-rules-to-innovate-from-the-inside-out/

http://consulus.com/think-different/

http://consulus.com/think-different/

OUR OPINIONS Our articles and comments on business transformation through design appear regularly in regional media such as Business Times(Singapore), Business Insider, Prestige, Marketing Interactive, Ceylon Today, Saigon Times, VTC of Vietnam, Brunei Times, Asian Oil, B2B Magazine Myanmar.

OUR PRESENCE Beyond Singapore, you can find a Consulite in these countries. Please contact us at [email protected]

ARGENTINA SINGAPORE BRUNEI

THAILAND PHILIPPINES MYANMAR

SRI LANKA VIETNAM ITALY

mailto:[email protected]

ABOUT LAWRENCE

!!lawrencechongconsulus

!Lawrence serves as CEO of Consulus, an innovation and design firm. which specialises in redesigning business and organisations models for higher and sustainable growth. !He is a featured keynote speaker at global events such as the World Marketing Summit, World Brand Congress, Business of Design Week, a featured Columnist on ideas of innovation and design for Asian businesses. His insights appear regularly in regional media such as the TheEdge, Prestige Magazine, Radio938, Marketing, Business Times Singapore, VTC(Vietnam), Ceylon Today, Brunei Times. At the industry level, he served as the 8th President of Design Business Chamber Singapore from 2009 - 2013.

CEO at Consulus, Organisational and Design Strategist, Speaker, Writer on Business Design Solutions and Issues


www.consulus.com

MAY YOUR CREATIVE PRACTICE SHAPE THE WORLD

http://www.consulusgroup.com

How to Build a Global Creative Practice

Design

Transcript of How to Build a Global Creative Practice