Fronteer Strategy Presentation on Sustainability and Co-creation

SUSTAINABILITY & CO-CREATION FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

By Fronteer Strategy Amsterdam, June 2010 FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

“You cannot solve a problem with the same thinking that created it”

The challenge What is the deﬁnition of sustainability anyway?

The challenge What is the deﬁnition of sustainability anyway? The answer Deﬁne it yourself... with others

Case: Mars Mission Producing cacao sustainably by 2020 Approach Partnership with two bodies simultaneously each for a part of the production

Some strategics questions How to reduce the footprint of the brand & the route to market? How to integrate sustainability in business processes? How to communicate about sustainability without compromising your own product? How to go from technicalities to consumer experience? 8

Stakeholder Complexity Communities Competitors Universities NGOs Sales Suppliers Marketing Sustainability Partners R&D Regulatory bodies Purchasing CSR Media Channels Consumers Customers 9

Co-Creation Communities Competitors Universities NGOs Sales Suppliers Marketing Sustainability Partners R&D Regulatory bodies Purchasing CSR Media Channels Consumers Customers 10

Co-Creation: What is it? “Co-creation unlocks the collective creativity of people to create deeply relevant solutions.” 11

Co-Creation: Why? “No matter who you are, most of the smartest people work for someone else.” Bill Joy, Founder Sun Microsystems 12

Co-Creation: Why? “Open innovation is the best way to stimulate sustainable innovation.” Mark Parker. CEO Nike 13

Why now? 14

Case in point Top-100 most Open Innovation sustainable corporations 15

4 Types of Co-creation Anyone can join Crowd of Community of People Kindred Spirits Open-ness Selection Club of Coalition of process Experts Parties Initiator Initiator + Contributors FRONTEER Ownership STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 16

4 Types of Co-creation Anyone can join Open-ness Selection Club of process Experts Initiator Initiator + Contributors FRONTEER Ownership STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 17

Co_Create NOW Ahrend Co_Create NOW program

4 Types of Co-creation Anyone can join Crowd of People Open-ness Selection process Initiator Initiator + Contributors FRONTEER Ownership STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 19

Innocentive Oil Challenge

4 Types of Co-creation Anyone can join Community of Kindred Spirits Open-ness Selection process Initiator Initiator + Contributors FRONTEER Ownership STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 21

FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 22 www.localdirt.com

4 Types of Co-creation Anyone can join Open-ness Selection Coalition of process Parties Initiator Initiator + Contributors FRONTEER Ownership STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 23

http://greenxchange.force.com/

What does co-creation deliver? ✔ Faster ✔ Better ✔Cheaper results results results 25

Lasting New partnerships competitive advantage Potential for change

EXPERT CO-CREATION FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

A hand-picked group of people Rooftop working together Garden™ Unrestricted perspectives, unblocked views No interference from day-to-day In co-op with: hassles A pressure-cooker delivering clarity & inspiration Proven methodology, customised to clients’ needs Create solid, spot-on concepts and strategies to re-act FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

A group of experts: different backgrounds.... FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 29

...frontrunners FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 30

...heroes FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 31

...different perspectives FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 32

...innovators FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 33

5 Steps PRE Green VISION Green CHALLENGE Green OPPORTUNITIES Green CONCEPTS Green APPROACH POST FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

Green Opportunities External Internal Today Tomorrow FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

COCA-COLA CASE FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

10 Green Rules FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

1. Inspire change Drink2Wear fashion promotes recycling & eco-friendly clothing 38

2. Be true & authentic Living up to their goal* with 200+ community water programmes in 60+ countries. *Goal:safely return to nature an amount of water equivalent to what is used in all beverages and their production.) FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 39

3. Integrate it in your DNA The Live Positively platform helps Coke to be globally sustainable FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

4. Experience over numbers More than 120 physical activity programs in over 85 countries FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

5. Make it tangible In cooperation with Coke, Emeco developed the 111 Navy chair, made from 111 recycled bottles

6. Focus on positive messaging With the ‘Give it Back’ initiative Coke wants to increase consumer awareness. FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT. 43

7. Empower the consumer A small act to empower the consumer can make a huge difference FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

8. Invest in your leadership

9. Aim high Taking the lead: zero-waste, carbon-neutral sponsorship of the Olympics FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

10. Don’t wait, just start Weight reduction aluminium over the years: 40% 23 gr 13 gr 47

WHO WE ARE FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

Fronteer Innovation. Co-creation. Brand Development. Strategy 10 people, started by 2 ex-consultants in 2008. Top Co-creation consultancy. Blue chip client base in The Netherlands and abroad. Focus on consulting. Rapidly expanding services (design, on- line) and seeking partnerships. 49

WHAT WE DO FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

Vision “Be” leads to “Do”. Innovation leads to brand strength - and strong brands inspire development. Brands that allow for all stakeholders to jointly create the future are the ones that survive. ‘Empathy’ is the new Gold. We have launched thus the www.empathiemonitor.nl 51

New markets, We explore unmapped terrain, crossing or redeﬁning categories. concepts, strategies We combine fresh market data with ‘intangible‘ parameters. We integrate Co-creation in 75% of our projects to ensure commitment, high-quality results and direct implementability. 52

Questions “The world is changing. I need to innovate, but how to do it right?” we get “Competition is getting ﬁercer than ever. How to leverage our brand and strengthen its value?” “We need a green strategy and translate this into products & services, but where to start?” 53

THANK YOU FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

Visit our website Links www.fronteerstrategy.com Updates from the Fronteer www.fronteerstrategy.com/blog/ Follow us on twitter twitter.com/fronteerstrat Slideshare www.slideshare.net/Fronteer Our whitepaper on co-creation www.fronteerstrategy.com/pdf/ 5guiding.pdf 55

FRONTEER Martijn Pater STRATEGY martijn@fronteerstrategy.com I N N OVAT I O N. C O - C R E AT I O N. Nicole van de Velde B R A N D D E V E L O P M E N T. nicole@fronteerstrategy.com

http://www.fronteerstrategy.com	435
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Fronteer Strategy Presentation on Sustainability and Co-creation

by Fronteer Strategy on Jun 22, 2010

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Fronteer Strategy Presentation on Sustainability and Co-creation — Presentation Transcript