Interaction South America Brazil / Nov. 13-16 2013

Arne van Oosterom

@DesignThinkers

why do I do what I do?

We have to humanize

organisations

we are a community of entrepreneurs

Germany since 2011

Israel since 2012

Singapore since 2012

Netherlands since 2007UK since 2011

China since 2013USA since 2010

Brazil since 2012

Chile since 2010

Established

Developing*

Spain since 2013

Australia since 2013

Partners

Argentina since 2013

Uruguay since 2013

we are a global multidisciplinary team of freethinkers

We are featured in many international publications.

We are co-author of the award winning book This is Service Design Thinking.

new organisational model

we created our serendipity machine

new businessmodel

new consultancy

When you want to differentiate your organisation you’ll have to build a different organisation.

so that’s me...

case-studies are only about outcomes and never about what realy happened...

You learn to DO stuff by... DOING stuff

anyway....

I don’t know who you are

People have biases and heuristics

value co-creation

I have some questions for you

what is really important to you?

what is really really really important to you?

Health & Happiness

what’s more important?

Does you company focus on making you happy & keeping you healthy?

Does you company focus on making the people you love happy & healthy?

Does you company focus on making their customers happy & healthy?

Why Not?

What is more important?

Better society?

Better future?

Planet?

Money?

What is money for?

Healthcare and/or happiness is the core-business of all organizations.

Most of them are just very bad at it

A Bank

... and trust

Create a radically new offering and you can differentiate yourself... be value driven

opportunity

An Insurance Company

... and the “fine print”

Understanding what people are trying to do, and invest in understanding and helping existing customers reach goals, this will open up a wide range of possibilities.

opportunity

A Hospital

... and not being empathetic

Developing truly human centered health services for people is an wide open and empty space…

opportunity

A Consumer Electronics Company

And “being so big, simply surviving takes up all your time and energy”

opportunity

Build a culture of trust to allow people to collaborate in multidisciplinary teams, interact with real customers and develop empathy. Understanding value-creation will lead to new insights and opportunities.

A Foodstuff Company

and slowly poisoning your own customers

opportunity

Developing small, local solutions by local teams, but globally connected by shared values and vision.

and seeing your customer as your enemy

a Telco

there is room for a brand that walks the talk, a brand people trust, no contracts aimed to lock you in, simple, pay for what you get, without confusing the hell out of people with bundles or boxes and providing real service

a Telco

So what is the problem?

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinking No real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear mindsetShort-term thinkingNo real sense of urgencyThey are competing in a sea of sameness

What all these companies share:

Silo’s make them inflexibleRisk-averse cultureEmployees feel powerless No shared values and visionKPI’s and incentives are not customer centric Linear and short-term mindsetShort-term thinkingNo real sense of urgencyThey are competing in a sea of sameness

We have an opportunity to make a real change.

How can you make a difference?

By challenging ourselves

Not sticking to our mistakes

Questioning ourselves

Learn to Unlearn

Look at the bigger picture

Design Thinking enables you to zoom-in-and-out

Design Thinking allows you to ask questions, unpack systems, see

context, try experiment and learn from making mistakes and make

better decisions

Design Thinking supports the multi-dimensional person you are

Design Thinking empowers the generalist inside of you

Design Thinking builds empathy

We need to humanize organisations

Because ultimately business is or should be about creating value with people and for people.