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Reframe your business logic gent 2014

Diane Nijs
Diane Nijs

The document discusses reframing business logic to better suit complex, living systems. It advocates adopting a stakeholder value orientation over shareholder value. Living systems are open, dynamic networks governed by emergence and nonlinear effects. To transform, organizations should reframe their identity in a narrative mode emphasizing meaning, and manage emerging processes through small interventions. An example shows how KLM reframed its identity around "journeys of inspiration" through videos that emerged into a large impact through positive feedback loops. Reframing requires discovering relevant values through stakeholder analysis and envisioning the organization's role, then articulating this through mantras to empower action.

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THE CONFERENCE ____________Connecting the Dots___________ Dr. Diane Nijs REFRAME your Business Logic Nijs 2014 1
Lector/Professor Imagineering Directeur/Eigenaar Attract, Imagineering Company PhD Business Management, RUGroningen Nijs 2014 2
Peter De Keyzer: groei in Europa, alleen door INNOVATIE! BlaBlaCar Innovatieve ideeen kunnen ook in bestaande organisaties ontstaan mits. Prof. Gino Van Ossel: U zelf volledig heruitvinden! Vrijdag 31 oktober 2014 Nijs 2014 3
2013 Dave Gray, When service design meets the divided company
Business Logic Enterprise Logic De diepe structuur De evidente aannames die we niet in vraag stellen, moeten we leren in vraag stellen. We moeten anders leren denken niet alleen creatiever! Gewoon ECHT anders. Nijs 2014 5
Nijs 2014 6
Nijs 2014 7
CENTRALIZED INTELLIGENCE DISTRIBUTED INTELLIGENCE Nijs 2014 8
One small act... Nijs 2014 9
Conventional, linear logic meets nonlinear phenomena. Haren (NL), 2012 Nijs 2014 10
Nijs 2014 11
THE CONFERENCE ____________Connecting the Dots___________ How to REFRAME your Business Logic Nijs 2014 12
Nijs 2014 13
Shareholder Value v Stakeholder Value a onedimensional approach induces and rewards behavior that is at odds with natural laws that govern all complex systems Nijs 2014 14
Reframe your identity in the narrative mode BETEKENIS! Continuous business modelling! Nijs 2014 15
THE CONFERENCE ____________Connecting the Dots___________ Een voorbeeld Nijs 2014 16
THE CONFERENCE ____________Connecting the Dots___________ 2 Stappen Reframe your identity in the narrative mode Manage the dynamics of emergent processes Nijs 2014 17
Reframing is als stoppen met roken met zijn allen USING A ONELINER in the logo to reframe the identity (business conception in the connected society) not from a marketingperspective but from an organizational/systemic perspective to prevent from falling back to invite all kind of stakeholders IMAGINEERING Reframing value creation in the narrative mode as to empower collective creativity strategically Nijs 2014 18
THE CONFERENCE ____________Connecting the Dots___________ Why to REFRAME your Business Logic Nijs 2014 19
Industrial, mechanic Logic Logic of Living Systems (Nijs, 2014) COMPLICATED issues COMPLEX issues Closed Static Open Dynamic Sequential (chain) Simultaneous (network) Predictable Experts Unpredictable Core problem: behavioral change Core Problem Planning and Control Management Orchestrating and Inspiring Goods Dominant Logic Marketing Service and Experience D Logic Shareholder Value Orientation BUSINESS LOGIC Stakeholder V. O. Meaning for society Solution Design Evolution Logicoscientific modus Thinking (Brunner) Narrative Modus Philips, Unilever, KLM, Oad BlaBla Car, Facebook, eBay, Google Nijs 2014 20
Het gebeurt niet vaak. Maar soms wel. Dan verandert het spel en de spelers. From OS 1968 Dan kan je het spel wel blijven spelen zoals je dat gewend bent maar je bent gewoon minder effectief. Nijs 2014 21
Twee complementaire, wetenschappelijke lenzen Industrial, mechanic Logic Logic of Living Systems The good news: Living systems change differently: they transform, they start to grow in another direction. Nijs 2014 22
THE CONFERENCE ____________Connecting the Dots___________ 3 Basisprincipes Cocreatie en coevolutie Emergente processen Butterfly effecten Nijs 2014 23
Frans Filosoof, Edgar Morin Nijs 2014 24 Principle 1: Living systems are open systems. Cocreation and coevolution are essential mechanisms. IMPLICATION: A stakeholder value orientation is therefore superior to a shareholder value orientation. Nijs, 2014
Principle 2 of living systems: Order Through Fluctuation. Emergence IMPLICATION: To generate new order, one should bring an organization slightly out of equilibrium. Most of the new players such as Facebook, Dont have a planned strategy. They have an emergent strategy. Ilya Prigogine, a Russian born Belg who won the Noble Prize Chamistry in 77. Nijs 2014 25
Nijs 2014 26 Principle 3: Living systems are nonlinear dynamic systems: The output is not directly Proportional to the input. IMPLICATION: In living systems, well designed small interventions can have emerging effects. Bruce J. West, Mathematical and Information Sciences
THE CONFERENCE ____________Connecting the Dots___________ Een voorbeeld Nijs 2014 27
Change is a complex problem KLM, Journeys of Inspiration Visie: Niet mensen van A naar B brengen maar ze inspireren van A naar B Inspireren is een spel dat KLM systemisch kan spelen. Touroperating, and beyond. 1. Reframing the identity (in the narrative mode) To start to grow in another direction To enable collective creativity Not just from the employees but also of the network, competitors, colleagues. 2. And managing the emerging processes Integrating it in the identity and the HRMinstruments Managing the dynamics: Positive Feedback Stabilization Recombination Fluctuation Nijs 2014 28
https://www.youtube.com/watch?v=_8nTfVthkdw https://www.youtube.com/watch?v=NKT_t166TY 3.000.000 keer bekeken 15.000.000 keer bekeken . 22.000 medewerkers die reframen. Small interventions can emerge into something big. Nijs 2014 29
Impact* - Systemic Innovation! Ander kostenplaatje: marketing, research, creativity Exposure: + 15.000.000 views soon and on the longer term Proudness employees + stimulating creativity employees Strengthening strategic choice of Journeys of Inspiration Other agents (such as Disney) will start to think: Whats in it for me The Dutch as we know them are back in airline business Please read the comments on this movies on youtube KLM-Disney Planes and KLM Lost and Found Are JUST 2 creative interpretations of Journeys of Inspiration. Nijs 2014 30
THE CONFERENCE ____________Connecting the Dots___________ Imagineering* design proces *Framing and reframing to invent the future together Nijs 2014 31
Het imagineering design proces INSPIRATION: Discovering relevant stakeholder value Analyse: Zoeken naar de generatieve kracht van de organisatie STAKEHOLDER VALUE BETEKENIS VOOR DE SAMENLEVING Brooden: Systeemdenken: Welke organisaties werken aan dat betekenisveld kan cocreatie zinvol gebeuren in dit veld? IDEATION: Articulating it in the narrative mode in the identity Creeer een visie: Wat kan de organisatie betekenen in dit betekenisveld Core competency Design het mantra zodat de individuele actor zich aangesproken voelt om tot actie pover te gaan IMPLEMENTATION: Managing the dynamics of emergence Experience platform, touchpoints en experience design Followup: Managing the dynamics of emerging processes Stabilization Pos. Feedback, Recombination, Fluctuation Nijs 2014 32
Nijs 2014 33
REFRAME your Business Logic Thank You for your attention! Nijs 2014 際際滷s on www.DianeNijs3.4com

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Reframe your business logic gent 2014

  • 1. THE CONFERENCE ____________Connecting the Dots___________ Dr. Diane Nijs REFRAME your Business Logic Nijs 2014 1
  • 2. Lector/Professor Imagineering Directeur/Eigenaar Attract, Imagineering Company PhD Business Management, RUGroningen Nijs 2014 2
  • 3. Peter De Keyzer: groei in Europa, alleen door INNOVATIE! BlaBlaCar Innovatieve ideeen kunnen ook in bestaande organisaties ontstaan mits. Prof. Gino Van Ossel: U zelf volledig heruitvinden! Vrijdag 31 oktober 2014 Nijs 2014 3
  • 4. 2013 Dave Gray, When service design meets the divided company
  • 5. Business Logic Enterprise Logic De diepe structuur De evidente aannames die we niet in vraag stellen, moeten we leren in vraag stellen. We moeten anders leren denken niet alleen creatiever! Gewoon ECHT anders. Nijs 2014 5
  • 8. CENTRALIZED INTELLIGENCE DISTRIBUTED INTELLIGENCE Nijs 2014 8
  • 9. One small act... Nijs 2014 9
  • 10. Conventional, linear logic meets nonlinear phenomena. Haren (NL), 2012 Nijs 2014 10
  • 11. Nijs 2014 11
  • 12. THE CONFERENCE ____________Connecting the Dots___________ How to REFRAME your Business Logic Nijs 2014 12
  • 13. Nijs 2014 13
  • 14. Shareholder Value v Stakeholder Value a onedimensional approach induces and rewards behavior that is at odds with natural laws that govern all complex systems Nijs 2014 14
  • 15. Reframe your identity in the narrative mode BETEKENIS! Continuous business modelling! Nijs 2014 15
  • 16. THE CONFERENCE ____________Connecting the Dots___________ Een voorbeeld Nijs 2014 16
  • 17. THE CONFERENCE ____________Connecting the Dots___________ 2 Stappen Reframe your identity in the narrative mode Manage the dynamics of emergent processes Nijs 2014 17
  • 18. Reframing is als stoppen met roken met zijn allen USING A ONELINER in the logo to reframe the identity (business conception in the connected society) not from a marketingperspective but from an organizational/systemic perspective to prevent from falling back to invite all kind of stakeholders IMAGINEERING Reframing value creation in the narrative mode as to empower collective creativity strategically Nijs 2014 18
  • 19. THE CONFERENCE ____________Connecting the Dots___________ Why to REFRAME your Business Logic Nijs 2014 19
  • 20. Industrial, mechanic Logic Logic of Living Systems (Nijs, 2014) COMPLICATED issues COMPLEX issues Closed Static Open Dynamic Sequential (chain) Simultaneous (network) Predictable Experts Unpredictable Core problem: behavioral change Core Problem Planning and Control Management Orchestrating and Inspiring Goods Dominant Logic Marketing Service and Experience D Logic Shareholder Value Orientation BUSINESS LOGIC Stakeholder V. O. Meaning for society Solution Design Evolution Logicoscientific modus Thinking (Brunner) Narrative Modus Philips, Unilever, KLM, Oad BlaBla Car, Facebook, eBay, Google Nijs 2014 20
  • 21. Het gebeurt niet vaak. Maar soms wel. Dan verandert het spel en de spelers. From OS 1968 Dan kan je het spel wel blijven spelen zoals je dat gewend bent maar je bent gewoon minder effectief. Nijs 2014 21
  • 22. Twee complementaire, wetenschappelijke lenzen Industrial, mechanic Logic Logic of Living Systems The good news: Living systems change differently: they transform, they start to grow in another direction. Nijs 2014 22
  • 23. THE CONFERENCE ____________Connecting the Dots___________ 3 Basisprincipes Cocreatie en coevolutie Emergente processen Butterfly effecten Nijs 2014 23
  • 24. Frans Filosoof, Edgar Morin Nijs 2014 24 Principle 1: Living systems are open systems. Cocreation and coevolution are essential mechanisms. IMPLICATION: A stakeholder value orientation is therefore superior to a shareholder value orientation. Nijs, 2014
  • 25. Principle 2 of living systems: Order Through Fluctuation. Emergence IMPLICATION: To generate new order, one should bring an organization slightly out of equilibrium. Most of the new players such as Facebook, Dont have a planned strategy. They have an emergent strategy. Ilya Prigogine, a Russian born Belg who won the Noble Prize Chamistry in 77. Nijs 2014 25
  • 26. Nijs 2014 26 Principle 3: Living systems are nonlinear dynamic systems: The output is not directly Proportional to the input. IMPLICATION: In living systems, well designed small interventions can have emerging effects. Bruce J. West, Mathematical and Information Sciences
  • 27. THE CONFERENCE ____________Connecting the Dots___________ Een voorbeeld Nijs 2014 27
  • 28. Change is a complex problem KLM, Journeys of Inspiration Visie: Niet mensen van A naar B brengen maar ze inspireren van A naar B Inspireren is een spel dat KLM systemisch kan spelen. Touroperating, and beyond. 1. Reframing the identity (in the narrative mode) To start to grow in another direction To enable collective creativity Not just from the employees but also of the network, competitors, colleagues. 2. And managing the emerging processes Integrating it in the identity and the HRMinstruments Managing the dynamics: Positive Feedback Stabilization Recombination Fluctuation Nijs 2014 28
  • 29. https://www.youtube.com/watch?v=_8nTfVthkdw https://www.youtube.com/watch?v=NKT_t166TY 3.000.000 keer bekeken 15.000.000 keer bekeken . 22.000 medewerkers die reframen. Small interventions can emerge into something big. Nijs 2014 29
  • 30. Impact* - Systemic Innovation! Ander kostenplaatje: marketing, research, creativity Exposure: + 15.000.000 views soon and on the longer term Proudness employees + stimulating creativity employees Strengthening strategic choice of Journeys of Inspiration Other agents (such as Disney) will start to think: Whats in it for me The Dutch as we know them are back in airline business Please read the comments on this movies on youtube KLM-Disney Planes and KLM Lost and Found Are JUST 2 creative interpretations of Journeys of Inspiration. Nijs 2014 30
  • 31. THE CONFERENCE ____________Connecting the Dots___________ Imagineering* design proces *Framing and reframing to invent the future together Nijs 2014 31
  • 32. Het imagineering design proces INSPIRATION: Discovering relevant stakeholder value Analyse: Zoeken naar de generatieve kracht van de organisatie STAKEHOLDER VALUE BETEKENIS VOOR DE SAMENLEVING Brooden: Systeemdenken: Welke organisaties werken aan dat betekenisveld kan cocreatie zinvol gebeuren in dit veld? IDEATION: Articulating it in the narrative mode in the identity Creeer een visie: Wat kan de organisatie betekenen in dit betekenisveld Core competency Design het mantra zodat de individuele actor zich aangesproken voelt om tot actie pover te gaan IMPLEMENTATION: Managing the dynamics of emergence Experience platform, touchpoints en experience design Followup: Managing the dynamics of emerging processes Stabilization Pos. Feedback, Recombination, Fluctuation Nijs 2014 32
  • 33. Nijs 2014 33
  • 34. REFRAME your Business Logic Thank You for your attention! Nijs 2014 際際滷s on www.DianeNijs3.4com