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.

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
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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
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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.
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8. CENTRALIZED INTELLIGENCE DISTRIBUTED INTELLIGENCE
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9. One small act...
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10. Conventional, linear logic
meets nonlinear phenomena.
Haren (NL), 2012
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12. THE CONFERENCE ____________“Connecting the Dots”___________
How to REFRAME
your Business Logic
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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
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15. Reframe your identity
in the narrative mode… BETEKENIS!
Continuous business modelling!
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16. THE CONFERENCE ____________“Connecting the Dots”___________
Een voorbeeld
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17. THE CONFERENCE ____________“Connecting the Dots”___________
2 Stappen
‐ Reframe your identity in the narrative mode
‐ Manage the dynamics of emergent processes
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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
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19. THE CONFERENCE ____________“Connecting the Dots”___________
Why to REFRAME
your Business Logic
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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…
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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.
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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.
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23. THE CONFERENCE ____________“Connecting the Dots”___________
3 Basisprincipes
‐ Co‐creatie en co‐evolutie
‐ Emergente processen
‐ ‘Butterfly effecten’
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24. Frans Filosoof, Edgar Morin
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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. 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.
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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. THE CONFERENCE ____________“Connecting the Dots”___________
Een voorbeeld
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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
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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.
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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’.
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31. THE CONFERENCE ____________“Connecting the Dots”___________
Imagineering*
design proces
*Framing and re‐framing to invent the future together
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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
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34. REFRAME your Business Logic
Thank You
for your attention!
Nijs ‐ 2014 Slides on www.DianeNijs3.4com