A public but secret story of innovation, in Lisbon, Portugal - July 2011, co-designed by The Thinkling Hotel and synergised by Sintese Azul, boosted by MCG - Mind for Metal. 60 business leaders and innovators played a business transformational game to explore the future of their companies. Prof John Boult (Brunel University and Product First Ltd - UK), Nick de Mei (Board of Innovation, Belgium), Zoe Fitzgerald (from all over the world), Susana Branco and Maria Azevedo Coutinho (Cooperativa Creativa - Portugal) and Carlos Cabeleira (COTEC - Portugal) helped teams to discover how they could make a great concept into a real business

1. Lisbon
July 2011

2. Just
imagine
what
would
happen if
you
combined
…

3. … a fashion business, with a sandwich bar, an online social
network, a software developer and your own organization to
create a new business concept?

4. Aim, mission or ambition?
Change Play Business (CPB) is a transformational game and a possible answer to help business
leaders explore the impossible as a way to overcome real life barriers for success in a context
where the digital technology, radical change in consumer behaviour, the failure of traditional
business models, limited access to finance, fierce and global competition for talent together
with the need for sustainability are challenging the skills and imagination of today’s business
leaders and their advisers.

5. Changing the rules!
All games have rules, and so do businesses. Change Play
Business is about change therefore we changed the rules . … or
secret messages as we call them!

6. Why play?
Imagine a crazy world where what you learned in business school is either upside down
or backwards — where customers control the company, jobs are avenues of self-
expression, the barriers to competition are out of your control, strangers design your
products, fewer features are better, advertising drives customers away, demographics
are beside the point, whatever you sell you take back, best practices are obsolete at
birth; where meaning talks, money walks, and stability is fantasy; where talent trumps
obedience, imagination beats knowledge, and empathy trounces logic. If you’ve been
paying close enough attention, you don’t have to imagine this Alice-in-Wonderland
scenario. You see it forming all around you.
The only question is whether you can change your business fast enough to take full
advantage of it. Marty Neumeier,
The Designfull Company : How to build a culture of nonstop
innovation
CPB Players - Lisbon’ expectations:
61,0% to … unlock creativity and find new ways of thinking
59,3% to … Find new business models and value creation for our
organisation;
27,1% to… Find new partners and new projects for my company :
18,6% to… Reassess talents, assets, competencies in my team /
organisation;

7. Who played in…
Lisbon?
60 Portuguese
business leaders
+ 2 international
players,
from very diverse
backgrounds…

8. Real SME in transformational
process (service provider)
Real SME in transformational
7% process (manufacturer/product
15% provider)
Large Organization with a
strategic challenge
25% 10% Public service / Civil Service
An ONG / Non-profit / Charity
An idea for a new business or
22% enterprise (start-up)
17% A special project
2% 2%

9. industries represented … as diverse as this:
Cultural / Events / Arts
3rd Sector Agriculture
Mobility / Automobile
Aviation / Airlines
Financial Services /
Banks Professional
Services FMCG -
Beverages Public
Services Risk capital /
tourism Media
Telecomunication
Professional Services -
Consultancy Design
Public Services
Publishing Engeneering
Training and Coaching
Plasters and Plastics IT
services Transcriptions
Services Family support
services Solar energy
Tourism

10. The Players Thinking Profiles…
V
45,0%
40,0%
35,0%
30,0%
25,0%
20,0%
15,0%
10,0%
5,0%
0,0%
Logic and factual. I I am very organised Empathic and Imaginative and
am sensitive to and process driven. emotional. Sensitive visionary, ideas driven
numbers and to feelings and and tend to think
precision emothions. from future
backwards.

11. Majority of players were purple…
25% Blue Players bring reality to this game,
29% Green Players bring a different level of challenge to this game,
46% Purple Players inject imagination into the process.
Blue Player: I am bringing a real business/brand or
ChangePlayBusiness-Lisboa-
organization to the game, and I am able to share real
July2011 information.
Green Player: I am bringing a real business/brand or
organization to the game, and I am able to share a degree of
46% 25% real information, but not full. Some data may be twisted to
protect confidential issues.
29% Purple Player:
I am bringing an imaginary business/brand or organization
to the game, and I will provide imaginary information, but
describe with the same conviction as if it exists.

12. Lets start! Welcome to the Moon…

13. How do we see the future… from the Moon?
PEOPLE LOOK AT THE FUTURE WITH DIFFERENT LENSES: SOME THINK ABOUT HOW TO USE IT, OTHERS ABOUT HOW TO BENEFIT FROM IT, SOME DON´T LIKE TO THINK ABOU
FUTURE AND OTHERS LOVE TO ANTICIPATE IT. WE TAKE CHANGE PLAYERS TO THE MOON AND INVITE THEM TO TELL US WHAT THEY KNOW, AND WHAT THEY IMAGINE WIL
HAPPEN. NOT BECAUSE THEY REALLY KNOW, BUT BECAUSE WE ALLOW PLAYERS TO IMAGINE AND THEN WORK BACKWARDS … WHEN THEY COME BACK TO THEIR LIVES!

14. IMAGINATION AMBITION
INFORMED VIEWS PLEASURE…
OPTMISM!
Insights about the future in a collective task gathering the shared “knowns and
unknown-knowns” about the Future!

15. On the “Moon” we heard John Boult´s vision to open our minds, and challenge our
ways of thinking about the world and the Future.

16. And… why does it matter? Carlos Martins shared very thought-provoking scenarios,
which were controversial and raised hot discussions.

17. And now… you can say goodbye to the Moon, but please take your passport with you,
and read carefully before you come back… you must think about your business in a
new way, check details inside!

18. Friday – 15.07.2011 - Good morning dear Player!
Read the morning news, enjoy a nice breakfast and get your table no.!
Perfect start, there were no obvious symptoms of players with an allergy to change!

19. A game without winners or losers, just innovators? YES!!!!

20. Now: time to describe your business in facts, figures and key words…

21. And then meet your unthinkable “big idea-team”…find them at the table!

22. Explore random connections, fun, trial and idea generation… to mix the purple, green
and blue businesses from each team.
The first challenge is quantity: generate as many ideas as possible, as crazy as
impossible!

23. Results before mid-day:
12 tables, and all together generated around of 300 intersectional new ideas in less
than 2hrs!

24. Time to get the ROI…returns on ideas!
Returns are paid in time-money to teams, who will use it to buy tools, experts, and
access master classes.

25. And now decision time: do we have a good idea? Do we trust the team?
Good ideas are just good ideas, breakthrough innovation only happens with
committed teams behind great visions.
Players can: abandon the team, stay and continue ideation or select one idea and
move forward.

26. STEP 2: Check-Outside starts now:
Ideas can´t flourish in isolation, they need a committed team and the right context.
Check-Outside is for teams to find the context: mapping stakeholders, find new trends
and context, the new knowledge and experts, meet other players who can help
develop the context for a new concept.

27. And all teams could use the Market Wall St to recruit talent and assets.
We want to hear more stories from players! Please get in touch.

28. NETWORKING: the whole process of Change Play Business is a way of networking, in
which players are invited to explore synergies between themselves, however far
outside their context, sector, industry cluster or expertise. In Check-Outside each
player had a chance to swap cards with another 6 players, and find someone with an
unexpected answer to the team´s project.

29. Master Classes: the third element of Check-Outside! Experts share new knowledge - relevant
to players in the game as well as to their own businesses. This time the four themes were:
business model, design and innovation, co-creation and creative thinking.

30. Tango with designers: John Boult
Anonymous comment: “excellent! I learned how to connect business,
brand, experience and service with innovation.”

31. Co-creation: Zoe Fitzgerald
Anonymous comment: “really useful and an excellent
session! A new way of using the most important resources in
my organization: people and creativity”

32. Designing Business models that rock! Nick de Mei
Anonymous comment: “great discovery about new business models with
great applications in my organization”

33. Cooking ideas: Cooperativa Creativa – Susana Branco and Maria A. Coutinho
Anonymous comment: Cooking ideas –great game of creativity, really well
organized. Able to apply the tools and processes into my own business “

34. COTEC
If you missed this session keep
an eye on the next Change Play
Business event in Portugal

35. STEP 3: Check-up …. From ideas to business models

36. STEP 3: Check-up …. Recruiting new talent…and hiring experts.

37. STEP 3: Check-up …. Working together with business experts.

38. STEP 3: Check-up …. And shaping new businesses with your hands, your eyes, your
senses and creativity.

39. STEP 3: Check-up …. Design is a messy process, and hard work is better when we are
having fun!

40. STEP 3: Check-up …. Design-led Thinking tools – Future Trends Cards are an inspiring
way to help teams understand and find the context and opportunities for their ideas.

41. STEP 3: Check-up …. Other Thinking tools available, like research cards, the business
model toolkit, onlyness journey … all there to help build the business case, the vision
and why an investor should put their time or money into the new idea.

42. STEP 4: SHOW IT AND SHARE IT
There is very little value in keeping ideas as secrets. We believe creative capital only
works well if shared. The teams’ last mission is to shape the new concepts and
businesses into a presentation for the whole group and demonstrate why anyone

43. No winners
or losers Some teams worked together,
with other teams or players, and
… just developed their ideas with
experts and facilitators. At the
innovators! end the ideas were shared and
those who had “time-money”
expressed their preference,
investing all money in one idea.
The following page is not an
indicator of quality of the ideas,
or ability to implement, but a
ranking of the preferences of
those who had money.

44. RANKING NAME OF THE NEW CONCEPT INVESTMEN TABLE
T MIN NO.
1 Winergy 5030 12
2 Disney no Espaço 2800 9
3 Sonergy 2200 5
4 Re-Shape 885 3
5 On Arrival 820 7
6 Play Dream BELOW 800 10
7 Onde está a Tasca BELOW 800 8
8 Adaptmobile BELOW 500 11
9 Magic Atlantis BELOW 500 3
10 Fun 4 kids BELOW 500 2
11 Just Eat It! BELOW 500 4
12 Pop-Up Cream BELOW 500 6

45. TABLE # 12: Winergy – this happened when we combined CTT and PT and MCG and
Sintese Azul and Turismo Capital

46. TABLE # 9: Disney no Espaço this happened when we combined On Spot, PT, Centro de
Artes e Ideias. MCG and XEROX Portugal

47. TABLE # 5: SONERGY: this happened when we combined Ashoka e PAR, UIDIU,
Marcador, MCG and Camara Municipal de Oeiras

48. TABLE # 13: Re-Shape this happened when we combined MCG, Camara Municipal de
Oeiras and Mysterious Players

49. TABLE # 7: On Arrival - this happened when we combined Deslink, MCG, PT, S. Central
Cervejas and XEROX

50. TABLE # 10: Play Dream - this happened when we combined IM Magazine, Diferencia,
MCG, and PT

51. TABLE # 8: Onde está a Tasca - this happened when we combined Banco BNP. Central
de Cervejas, MCG, PT and Cerebrelidades

52. TABLE # 11: Adaptmobile - this happened when we combined BP, Frontino Turismo
SA, PT, CoWork Lab, MCG

53. TABLE # 3: MAGIC ATLANTIS - this happened when we combined MPSCRIBE, MCG,
Brave Mind, Netjet and PT

54. TABLE # 2: Fun 4 kids - this happened when we combined Help Images, MCG, Banco
Invest. CSR PARTNERS LLP , MUNICIPALLITY ASSEN

55. TABLE # 4: Just Eat It! this happened when we combined DNA Solutions, ANA –
Aeroportos de Portugal, CMO , MCG

56. TABLE # 6: Pop-Up Cream – this happened when we combined Sintese Azul , MCG, PT,
NetJets, Bravemind

57. But a lot more happened during the day*…
75% said they learned new ways of thinking, and actively shared new knowledge relevant for
their innovation and/or business challenges. 15% said the game changed the way they think,
89% had fun and 68% said this process helped them discover new organisational models. 54%
feel they achieved the goal to establish the basis for new partnerships.
*data collected through feedback forms at the end of the day. Further research will be conducted to gather insights and
measure impact post event. Figures based on 60% of the players, who gave their feedback.

58. CHANGE PLAY BUSINESS? EXCITING…EXAUSTING…FULFILLING!

59. And
this is not the End,
it´s…
THE AND!
Change Play Business is designed to create new ways of thinking and doing, and every time we
play the game it generates new ideas, new possibilities, new ways of seeing businesses and the
world we live in. Players may find new synergies and partners to explore an exciting venture,
and some will change their organizational models, and come back for new questions, challenges
and change the game again and again. Now – why not tell us what you think?

60. Now – why not
tell us what you think?
Portugal - Sintese Azul
maria.ana@sinteseazul.com ,
antonio.chanoca@sinteseazul.com ,
pedro.santos@sinteseazul.com
The World - The Thinking Hotel:
Chris Wilkie TheMysteryDirector@TheThinkingHotel.com ,
Olga Casademunt theideainspector@thethinkinghotel.com
Villie Tsang thevisionaryspy@thethinkinghotel.com and
Maria Ana thecuriousmind@thethinkinghotel.com

61. And a BIG THANK YOU
to those who played
and those who made it
possible to play …

62. ALEXANDRA CARVALHO PT
AMÂNDIO RODRIGUES ASHOKA
ANA FRANCISCA SOBRINHO FRUIT SPICES
ANA LIA SANTOS DESLINK
ANA LUIS ANA - AEROPORTOS DE
PORTUGAL , S.A.
ANA TERESA SILVA IM MAGAZINE
ANABELA POSSIDONIO BP
ANDREIA NARIGÃO BRAVEMIND
ANTONIO CHANOCA SÍNTESE AZUL
ANTÓNIO GERALDO MCG
BÁRBARA MONIZ BRAVEMIND
BERNARDO ALEGRA ON SPOT
CARLA CRUZ CTT
CARLOS BRAZ CORREIA NETJETS EUROPE
CARLOS LUCAS MCG
The amazing CARLOS SARAIVA MCG
Players CATARINA SANTOS
CATIA HENRIQUES
PORTUGAL TELECOM
GRACE
CELIA METRASS DNASOLUTIONS
CRISTINA DIAS
CRISTINA GALVÃO PT
DIOGO BASÍLIO BANCO BNP PARIBAS PERSONAL
FINANCE
ERIK DE WILD MUNICIPALLITY ASSEN
FÁBIO RODRIGUES DIFERENCIA
FERNANDO PÊRA CEA FÁBRICA DA PÓLVORA
GONÇALO ALMEIDA MCG

63. GONÇALO HENRIQUES PORTUGAL TELECOM
HUGO PEREIRA
ISABEL ELISEU SCC
ISABEL GRAÇA MEDEIROS MCG MIND FOR METAL
ISABELINA JORGE UIDIU LDA
JOÃO CARLOS FRANCISCO MCG
JOÃO DOLORES PORTUGAL TELECOM
JOÃO GONÇALVES MARCADOR
JOÃO JACINTO FRONTINO - TURISMO, S.A.
JOAO MENESES CMO
JOSÉ GRAÇA MEDEIROS MCG MIND FOR METAL
KAREN ISHIDA COWORK LAB
KENE UMEASIEGBU CSR PARTNERS LLP
LUIS MADUREIRA CENTRAL CERVEJAS
MARIA JOÃO RESENDE CEREBRALIDADES, LDA.
The amazing MARIANA ARGA E LIMA PORTUGAL TELECOM
Players NUNO GONÇALVES BANCO INVEST
PATRÍCIA AIBÉO XEROX PORTUGAL
PAULO NEVES MCG
PEDRO CARVALHO MCG
PEDRO PEREIRA MCG
PEDRO SANTOS SÍNTESE AZUL
PEDRO SOUSA MCG
RAQUEL CLEMENTE MARTINS HELP IMAGES
RICARDO DIAS MCG
RICARDO ROSADO PORTUGAL TELECOM

64. RITA BOTELHO NEVES MPSCRIBE
RITA PEREIRA TURISMO CAPITAL
RUI DUARTE LIFE CHOICES
RUI FIGUEIREDO NETJETS
PARTICULAR
SANDRA ANDRADE XEROX PORTUGAL
SARA FARIA SIVAL
SOFIA LINO MCG
SOFIA MOITINHO DE ALMEIDA PT
TÂNIA GUERREIRO PRODUÇÕES INDEPENDENTES -
ASSOCIAÇÃO
The amazing
Players

65. ZOE FITZGERALD AROUND THE WORLD
MASTER OF CO-CREATION
NICK DE MEI WORLD MASTER OF
BUSINESS MODEL
INNOVATION
JOHN BOULT OVER THE WORLD
GAMECHANGER AND
INNOVATOR
SUSANA BRANCO QUEEN OF FUN AND
CREATIVE REBEL NO. 1
MARIA AZEVEDO QUEEN OF FUN CREATIVE
Master Class COUTINHO REBEL NO. 2
Speakers &
Experts CARLOS CABELEIRA THE AGENT OF INNOVATIVE
MYSTERIES IN PORTUGAL
CARLOS MARTINS THE CREATIVITY
AMBASSADOR AND THOUGHT
CHALLENGER

66. EMPATHIC LOVER OF ALL
SUSANA SOARES
TEAMS
CARLOS RAMOS SUPER COOL TRAINER
ANA SOFIA
THE COOLEST COACH
SANTOS
TOP SPY OF MASTER
TIAGO TOREGÃO
THOUGHTS
The ISABEL FAIA SUPER ENGAGED TRAINER
Super
Cool Facilitators
PEDRO CERDEIRA LORD OF BUSINESS MODEL
SILENT DRIVER OF SUBTLE
INÊS SANTOS SILVA
CHANGES

67. MARIA ANA FOUNDER AND HEAD OF IDEAS
NEVES
OLGA HEAD OF COMMUNICATION & BRAND LISTENER
CASADEMUNT
CHRIS WILKIE SUPERVISOR, HEAD OF COORDINATED THINKING
& A SUPERB MEDIATOR
VILLIE TSANG NEW MEDIA DESIGNER & INNOVATION
MONIKA HESTAD CHANGE PLAY BUSINESS DESIGN MENTOR
MICHAEL INDEPENDENT NEW BUSINESS DEVELOPMENT
METELITS CONSULTANT AND SCENARIO PLANNING
EXPERT
SILVIA BAUMGART SILVIA BAUMGART: THE MOST PRACTICAL AND
PASSIONATE CLIENT WE HAD
EUGENIE FUNG PRODUCER OF CPB PROMOS
The Thinking MARIA JOÃO
RESENDE
A MASTER OF WORDS FOR PORTUGUESE
THOUGHTS
Hotel and ANTÓNIO THE BRAVE CHAMPION OF INNOVATIVE
Sintese Azul CHANOCA THINKING
PEDRO SANTOS NEARLY INVISIBLE TEAM CONDUCTOR
Team:
SUSANA RAMOS HEAD OF AMAZING OPERATIONS
FERNANDO GREAT BELIEVER AND MOTIVATOR OF THE
MENDES UNBELIEVABLE CHALLENGES
ERIC VANDAME THE MOST TRUSTED DOER
RUI DUARTE THE APPRENTICE