Post on 18-Jun-2020
Growing Capacity from Within: Social Intrapreneurship
Workshop: ReVisioning Value 2010April 27, 2010
Carolyn McKnightDirector of Leadership Programs
Founder and Director, Impact Entrepreneurs
Cindy CooperFounder and Director, Social Innovation Incubator
School of Business Administration
Impact EntrepreneursLeadership Excellence for an evolving world
Network of individuals and groups committed to harnessing the power of business for social impact
Programs
Entrepreneurial Leaders Program
Social Entrepreneur/ IntrapreneurIncubator
Social Enterprise Tours
Students, Faculty, CommunityPublic, Social, Corporate Sectors
WorkPlayshop
• PART I: What is it? Why does it matter?– What is intrapreneurship? Social intrapreneurship?
– Why should companies care?– Roadblocks and tips
• PART II: Taking it home– Excuse me, my life is waiting
• Setting your personal vision and goals– Removing your own roadblocks
PLAYSHOP PART I: Context
• What is intrapreneurship? (aka corporate entrepreneurship)
Gifford and Libba Pinchot coined the term intrapreneur in 1978:1. A set of business practices that liberates people with entrepreneurial
personalities to innovate rapidly inside larger organizations for the benefit of that organization and its customers.
2. The actions of an individual and/or a team that is acting in an entrepreneurial manner to serve the best interests of the larger organization and its supply chain, with or without official support.
Retrieved April 20, 2010 from http://www.pinchot.com/perspective/intrapreneuring/
PLAYSHOP PART I: Context
• What is a social intrapreneur?
Social intrapreneur, n. 1. Someone who works inside major corporations or organizations to develop and promote practical solutions to social or environmental challenges where progress is currently stalled by market failures.2. Someone who applies the principles of social entrepreneurship inside a major organization. 3. One characterized by an ‘insider‐outsider’ mindset and approach.
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
Business model
Social solution
Social entrepreneurship
Social Entrepreneur vs. SociaIIntrapreneur
Business value
Social solution
Social intrapreneurship
Sam McKracken, Nike
Nike Air Native N7• Social opportunity:
– Access to sport– Promote fitness
• Business opportunity:– New revenue stream
– Reputational branding– Competitive advantage
– Innovation in product design
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
Image from www.nikebiz.com
What if Sam were operating as a social entrepreneur outside of Nike?
• What chance would he have of “selling” his idea to Nike?
• What would be the pros and cons?• What are some similarities and differences between social entrepreneurs and intrapreneurs?
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
12
The Promise of Social Intrapreneurship
SocietalImpact
BusinessValue
SocialEntrepreneurs
SocialIntrapreneurs
TraditionalNGOs
Traditional CSR
Fundamental
Incremental
Low High
Working together
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
What kind of apparel would we need to make so Muslim girls could play sports?
How could we helpthe poor earn more Using our cell phones?
Shortening this reportcould save my company millions.
Rather than dreamers on the outskirts, social intrapreneurs are becoming sought
after corporate innovators.
Why should companies care?
• Group brainstorm
Why are companies taking notice?
Society
Company
Individuals
15
GovernmentsConsumersNGOs
MarketsMNCsStart‐ups
PassionAmbitionEthics
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
Engage StakeholdersStrengthen Brand
Formula for Success: Align with Business Objectives
Decrease Costs
Increase Revenues
New business modelsNew markets Higher sales
OperationalChangesRisk management
Formula for Success: Get Other People on Board
17
GatekeepersChampions
Grassroots enthusiastsCommunicators**Coordinators**Contributors**Calculators**
CATALYSTS*
*The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz
INTRAPRENEUR
Austin, J., Leonard, H., Reficco, E., Wei‐Skillern, J. Social Entrepreneurship. It is for Corporations, Too. Chapter 8 in“Social Entrepreneurship: New Models for Social Changed,” edited by Nicholls, A.
Ask yourself: Are you the catalyst or the intrapreneur?
ProcessGetting
itSelling
it Doing it Scaling it
18
Several processes often happen in parallel
Intrapreneur’srealization and/or ideation
Get buy‐inFind catalystsand championsGet the word outfar and wide
Prove the modelPilot the ideaFind seed funds
Integrate it in theBusinessFinancingSustainable RevenuesSell it again
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
“You have to work in a corporate minefield!”– Off the record comment during research for “The Social
Intrapreneur”
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
Activity
• What roadblocks would you foresee in your company?
Beware of pitfalls
• “Tissue rejection” in organ transplantation• Financial resources
– Compete against projects with more robust market data and shorter timelines
• Operational issues– Being unprepared to scale up
• Staying true to mission
The Social Intrapreneur: A Field Guide for Corporate Changemakers . SustainAbility, IDEO, Skoll Foundation, Allianz
• Why else do good ideas fail?
Top Tips for Getting Started
1. Be inspired– You will need that passion to persevere
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
2. Do your job better than ever– Your intrapreneurial project may need
to fly under the radar initially
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
3. Solve problems and create real opportunities for your company (you may need to help redefine opportunity)
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
4. Follow the “SchnackenbergPrinciple”
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
5. Follow the “Good Enough Principle” and its corollary
• Fail quickly, fail cheaply (learn, adapt, improve)
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
6. Build a strong team including leaders who know how to navigate corporate landmines
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
7. Clean your slate– ask for advice and be smart about
taking it
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
8. Start with small projects, low hanging fruit (prove you can implement)
• Examples: low‐cost, cost‐cutting, or green programs like recycling
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
9. Give your big project a small start
Copyright © 2010 Cindy Cooper. All rights reserved.
Top Tips for Getting Started
10. Learn, sell, learn, sell, learn, sell
Copyright © 2010 Cindy Cooper. All rights reserved.
Resources• Net Impact
– Making Your Impact at Work: A Practical Guide to Changing the World from Inside Any Company
– www.netimpact.org• SustainAbility
– The Social Intrapreneur: A Field Guide for Corporate Changemakers
– www.sustainability.com• BeDo Intrapreneurs 2009
– http://bedo.com/biz/intrapreneurs/speakers.php(also: YouTube)• Gifford Pinchot and Ron Pellman
– Intrapreneuring in Action: A Handbook for Business Innovation– www.pinchot.com
Part II: Taking it home
• Excuse me, my life is waiting– Sparking your personal vision and goals
• Bringing your values to work• What intrapreneurial role fits you?