We face wicked problems and scientists tell that can only solve them through collaboration: why not combining strengths of two rather different cultures?

1. LOCATION: MÜNCHEN/ DATE: 21-2-2013
CREATE THE DIFFERENCE
PRESENTATION
COMBINE STRENGTHS!
VanBerlo
-­‐
designfokus
Copyright
Jan-­‐Erik
Baars,
2013

2. The future is
not what it
used to be!
2

3. In the past,
the future was
better than
the now!
3

4. Anything goes!
4

5. A better place!
5

6. Today, the
past is better
than the now!
6

7. 7

8. Future is
hitting us!
8

9. We face wicked
problems!
•
•
•
•
•
•
Pollution
Sustainability
Saturated consumers
Talent scarcity
Fierce competition
…
9

10. Uncertainty !
10

11. ?
How to react?
11

12. Different approaches
Cultures approach
uncertainty in different
ways – as with
innovation and product
development!
12

13. British
13

14. 14

15. German
15

16. 16

17. Dutch
17

18. 18

19. Dealing with uncertainty:
“everything that’s uncertain, is interesting…”
“everything that’s uncertain, is dangerous…”
“everything that’s uncertain, is ridiculous…”
Source:
G.
Hofstede
19

20. 3 ways to solve wicked
problems…
1. Authoritarian: Let Steve Jobs do it!
2. Competitive: Let the best win!
3. Collaborative: Combining strengths!
20

21. ...and their feasability.
1. Steve can’t do it anymore
2. We will have to wait forever
3. The only viable option!
21

22. We can only
solve wicked
problems if we
collaborate!
22

23. Collaborate between cultures!
What about the Dutch and German?
23

24. Typical Dutch…
24

25. Typical German…
25

26. Culture What are strong aspects:
German strength in
innovation:
thoroughness,
quality, uncertainty
avoidance, control…
Dutch strength in
innovation:
opportunism, witty,
flexible, with the
flow…
26

27. Implications on innovation:
German strengths:
Focused, stringent,
goal oriented,
Their challenges:
Creating new
opportunities,
flexibility, speed,
Dutch strengths:
Openness,
confidence,
consensus oriented,
Their challenges:
Processing
opportunities, rigidity,
stability,
27

28. How to tackle an issue:
28

29. German approach:
29

30. Dutch approach:
30

31. Innovation funnel:
German funnel:
Dutch funnel:
Focused on
achieving the right
quality of outcome:
suspicious,
thorough, driven
Focused on
achieving the right
quality of input:
curious,
opportunistic,
creative
31

32. Innovation funnel:
German funnel:
tight
Dutch funnel: open
32

33. Typical German?
Siemens, Mercedes,
DB, etc.
High-tech, process,
quality, reliable,
But:
Boring, technology
centered
33

34. Typical Dutch?
Philips, TomTom,
Unilever, etc.
Inventive, creative,
opportunistic,
But:
Not so thorough,
human centered
34

35. Combining strengths!
IMAGINE!
35

36. Combining strengths!
A Siemens product,
with the design
quality of Philips?
36

37. Combining strengths!
A Philips product,
with the build
quality of Siemens?
37

38. Innovation Process / Combining strengths
Dutch push
Germans pull
38

39. Despite...
39

40. Let’s combine strengths!
40

41. Thank you! /
41

42. Jan-Erik Baars
Associate Partner DACH Market
www.vanberlo.nl
www.janerikbaars.com
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