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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 
Nij...
Peter De Keyzer: groei in Europa, alleen door INNOVATIE! 
BlaBlaCar … 
Innovatieve ideeen kunnen ook in bestaande organisa...
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...
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 one‐dimensional approach 
induces and rewards behavior 
that is at odds 
with nat...
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 
‐ M...
‘Reframing’ is als stoppen met roken met zijn allen 
• USING A ONE‐LINER… in the logo 
to reframe the identity 
(business ...
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 ...
Het gebeurt niet vaak. Maar soms wel. 
Dan verandert het spel en de spelers. 
From OS 1968 
Dan kan je het spel wel blijve...
Twee complementaire, wetenschappelijke lenzen 
Industrial, mechanic Logic Logic of Living Systems 
The good news: Living s...
THE CONFERENCE ____________“Connecting the Dots”___________ 
3 Basisprincipes 
‐ Co‐creatie en co‐evolutie 
‐ Emergente pr...
Frans Filosoof, Edgar Morin 
Nijs ‐ 2014 24 
Principle 1: 
Living systems are open systems. 
Co‐creation and co‐evolution ...
Principle 2 of living systems: 
Order Through Fluctuation. 
Emergence 
IMPLICATION: 
To generate new order, one should bri...
Nijs ‐ 2014 26 
Principle 3: 
Living systems are 
non‐linear dynamic systems: 
The output is not directly 
Proportional to...
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 va...
https://www.youtube.com/watch?v=_8nTfVthkdw https://www.youtube.com/watch?v=NK‐T_t166TY 
3.000.000 keer bekeken 
15.000.00...
Impact* - Systemic Innovation! 
Ander kosten‐plaatje: marketing, research, creativity… 
Exposure: + 15.000.000 views soon ...
THE CONFERENCE ____________“Connecting the Dots”___________ 
Imagineering* 
design proces 
*Framing and re‐framing to inve...
Het imagineering design proces 
• INSPIRATION: Discovering relevant stakeholder value 
– A‐nalyse: Zoeken naar de generati...
Nijs ‐ 2014 33
REFRAME your Business Logic 
Thank You 
for your attention! 
Nijs ‐ 2014 Slides on www.DianeNijs3.4com
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Reframe Your Business Logic 2014 slideshare

In order to flourish in today's connected society, existing organizations have to reframe their business/enterprise logic. This presentation explains why this is needed and how it can be done.

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Reframe Your Business Logic 2014 slideshare

  1. 1. THE CONFERENCE ____________“Connecting the Dots”___________ Dr. Diane Nijs REFRAME your Business Logic Nijs ‐ 2014 1
  2. 2. Lector/Professor Imagineering Directeur/Eigenaar Attract, Imagineering Company PhD Business Management, RUGroningen Nijs ‐ 2014 2
  3. 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. 4. 2013 Dave Gray, When service design meets the divided company
  5. 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
  6. 6. Nijs ‐ 2014 6
  7. 7. Nijs ‐ 2014 7
  8. 8. CENTRALIZED INTELLIGENCE DISTRIBUTED INTELLIGENCE Nijs ‐ 2014 8
  9. 9. One small act... Nijs ‐ 2014 9
  10. 10. Conventional, linear logic meets nonlinear phenomena. Haren (NL), 2012 Nijs ‐ 2014 10
  11. 11. Nijs ‐ 2014 11
  12. 12. THE CONFERENCE ____________“Connecting the Dots”___________ How to REFRAME your Business Logic Nijs ‐ 2014 12
  13. 13. Nijs ‐ 2014 13
  14. 14. Shareholder Value v Stakeholder Value a one‐dimensional approach induces and rewards behavior that is at odds with natural laws that govern all complex systems Nijs ‐ 2014 14
  15. 15. Reframe your identity in the narrative mode… BETEKENIS! Continuous business modelling! Nijs ‐ 2014 15
  16. 16. THE CONFERENCE ____________“Connecting the Dots”___________ Een voorbeeld Nijs ‐ 2014 16
  17. 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. 18. ‘Reframing’ is als stoppen met roken met zijn allen • USING A ONE‐LINER… in the logo to reframe the identity (business conception in the connected society) – not from a marketing‐perspective 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. 19. THE CONFERENCE ____________“Connecting the Dots”___________ Why to REFRAME your Business Logic Nijs ‐ 2014 19
  20. 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 Logico‐scientific modus Thinking (Brunner) Narrative Modus Philips, Unilever, KLM, Oad … BlaBla Car, Facebook, e‐Bay, Google… Nijs ‐ 2014 20
  21. 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. 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. 23. THE CONFERENCE ____________“Connecting the Dots”___________ 3 Basisprincipes ‐ Co‐creatie en co‐evolutie ‐ Emergente processen ‐ ‘Butterfly effecten’ Nijs ‐ 2014 23
  24. 24. Frans Filosoof, Edgar Morin Nijs ‐ 2014 24 Principle 1: Living systems are open systems. Co‐creation and co‐evolution are essential mechanisms. IMPLICATION: A stakeholder value orientation is therefore superior to a shareholder value orientation. Nijs, 2014
  25. 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, Don’t 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. 26. Nijs ‐ 2014 26 Principle 3: Living systems are non‐linear 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. 27. THE CONFERENCE ____________“Connecting the Dots”___________ Een voorbeeld Nijs ‐ 2014 27
  28. 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 HRM‐instruments – Managing the dynamics: Positive Feedback – Stabilization – Re‐combination ‐ Fluctuation Nijs ‐ 2014 28
  29. 29. https://www.youtube.com/watch?v=_8nTfVthkdw https://www.youtube.com/watch?v=NK‐T_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. 30. Impact* - Systemic Innovation! Ander kosten‐plaatje: 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: What’s 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. 31. THE CONFERENCE ____________“Connecting the Dots”___________ Imagineering* design proces *Framing and re‐framing to invent the future together Nijs ‐ 2014 31
  32. 32. Het imagineering design proces • INSPIRATION: Discovering relevant stakeholder value – A‐nalyse: Zoeken naar de generatieve kracht van de organisatie STAKE‐HOLDER VALUE – BETEKENIS VOOR DE SAMENLEVING – B‐rooden: Systeemdenken: Welke organisaties werken aan dat betekenisveld – kan co‐creatie zinvol gebeuren in dit veld? • IDEATION: Articulating it in the narrative mode in the identity – C‐reeer een visie: Wat kan de organisatie betekenen in dit betekenisveld – Core competency – D‐esign het mantra zodat de individuele actor zich aangesproken voelt om tot actie pover te gaan • IMPLEMENTATION: Managing the dynamics of emergence – E‐xperience platform, touchpoints en experience design – F‐ollow‐up: Managing the dynamics of emerging processes Stabilization – Pos. Feedback, Re‐combination, Fluctuation Nijs ‐ 2014 32
  33. 33. Nijs ‐ 2014 33
  34. 34. REFRAME your Business Logic Thank You for your attention! Nijs ‐ 2014 Slides on www.DianeNijs3.4com

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