Fronteer Strategy Presentation on Sustainability and Co-creation JUN 2010

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

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

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

4. The challenge
What is the definition of
sustainability anyway?

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

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

8. 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

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

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

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

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

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

14. Why now?
14

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

16. 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

17. 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

18. Co_Create NOW
Ahrend Co_Create NOW program

19. 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

20. Innocentive Oil Challenge

21. 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

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

23. 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

24. http://greenxchange.force.com/

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

26. Lasting New partnerships
competitive
advantage
Potential for change

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

28. 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.

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

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

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

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

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

34. 5 Steps PRE
Green VISION
Green CHALLENGE
Green OPPORTUNITIES
Green CONCEPTS
Green APPROACH
POST
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

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

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

37. 10 Green Rules
FRONTEER
STRATEGY
INNOVATION.
CO-CREATION.
BRAND DEVELOPMENT.

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

39. 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

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

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

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

43. 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

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

45. 8. Invest in
your
leadership

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

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

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

49. 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

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

51. 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

52. 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

53. 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

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

55. 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

56. 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