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 53creativescrum.cominfo@creativescrum.com