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The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
The elastic enterprise and radical adjacency
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The elastic enterprise and radical adjacency

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This describes four big shifts, among them radical adjacency, from a speech I gave in Sydney June 4th.

This describes four big shifts, among them radical adjacency, from a speech I gave in Sydney June 4th.

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  • 1. June 2013Haydn Shaughnessy
  • 2. How Do You Become More Innovative?What Does That Organization Look Like?Fit For The Future?How About The People In It?
  • 3. “Normally when people think ofmaking music they think write,record, mix. We don’t do that at all.It is confusing and terrifying tosome artists but we do all three atthe same time. Write, mix, openaudio files, throw things onto thephone….”Mike Shinoda Linkin ParkEclectic, knowledgeable, good decisions
  • 4. “He (producer Salaam Remi) startedgoing through his sample library and allthese different crazy drums. And therewere these loud, obnoxious, justdestructive drums, and I was like, Yeah! Agirl on fire is loud and obnoxious anddestructive and just, like, totallyunrelenting and she’s free….”Alicia Keyes on writing Girl on Fire
  • 5. FOR EXAMPLELaunching thisBefore this….Options, judgement
  • 6. FOUR BIG SHIFTS
  • 7. BIG SHIFT 1:EXTERNALIZATION
  • 8. ServicesServices EmployeesEmployees TheCEOTheCEOExternalRiskExternalRisk1990-92 2007 - 102000-03 2004-06A Semantic Analysis of 20 years of business writing in The Harvard BusinessReview, source Haydn ShaughnessyTransitionpointTransitionpointINTERNALITIES EXTERNALITIESHow we are transitioning
  • 9. What is Externalizable?
  • 10. A Basic Enterprise Maturity ModelTHE PRODUCT OF THE 21STCENTURY IS Hardware-software- service- and-communications
  • 11. Lab-based, drivenby oligopolies thatshape new marketsAttempts tointerpret andadapt to theserviceeconomyTheorganization isthe innovationCLOSE UP
  • 12. THE BIG SHIFT 2 RADICAL ADJACENCYTHE REQUIREMENT TO GO OUT INTOOTHER MARKETS WITH NEWPRODUCTS, OR TO GO WHERE YOUHAVE NO TRACK RECORD OR CORECOMPETENCY.How come Apple is the world’s top retailer?
  • 13. RADICAL ADJACENCYEXAMPLESApple into smartphones, and into retailMicrosoft into telephony and devicesGoogle into Mobile, Lending and AutosWalmart trying toopen a bank
  • 14. The BIG SHIFT 3 THE DEVICE ECONOMYMORE AND MORE ACTIVITY ISMEDIATED VIA A DEVICE WHICH INTURN MEANS YOU NEED A DEVICESTRATEGY
  • 15. The Device Economy takes usfrom production to services todevice-software-service500 BILLIONNew devicebusinesses – socialconnections,health,entertainment,reading, cooking,travel….
  • 16. THE BIG SHIFT 4 – NARROWINNOVATIONMULTIPLE SIMULTANEOUSINNOVATIONS TO SERVE NEW,NARROWER MARKETS FORTHE GLOBAL MIDDLE CLASS.GoogleGlass willlaunch with2,000 apps
  • 17. Why is it important now?The new global middle class createsmassively differentiated needs, and lowcost, good enough goods900 million – 2billion people by2030 = x 3 or x 7Unprecedented opportunity.
  • 18. Narrow InnovationExample: SamsungOver 150 different types of phone inthe US aloneMakes every type of display – OLED, LCD, PLASMAMake computers, phones, tablets, TVs, whitegoods etc
  • 19. The Big ShiftProduction Service ELASTICSiloed ITstructure,programmaticstrategy,closed R&D,five yearplans,clubbishPlug and playIT,Outsourcing,KnowledgeManagement,Services,Agile, OpenmanagementPlatform andCloud,Mobility, APIs.Externalized.Ideation,Crowd, ElasticResourcesNarrow,RadicalAdjacency
  • 20. DECISION MAKINGWHAT DOES MY COMPANYEXPECT ME TO DO?WHAT IS THE RIGHT THING TO DO?HOW CAN I LEARN A NEW BASISFOR DECISION MAKING CENTREDON EXTERNAL RELATIONSHIPS?
  • 21. DECISION MAKINGWHICH ARE THE RIGHT PARTNEROPTIONS IN THE GROUPS I DEAL WITH?HOW CAN WE DEVOLVE RISK?HOW CAN WE CREATE MORE OPTIONS?ARE THERE ANY ECOSYTEMOPPORTUNITIES AVAILABLE?
  • 22. NOW THAT WE CAN NOL0NGER SIMPLIFYEVERYTHING WHYDON’T WE REACH OUTTO NEW HORIZONSAND ACHIEVE OURDREAMS?
  • 23. THE ENDHAYDN SHAUGHNESSYBlogs/forbes.com/haydnshaughnessyhaydn@cogenuity.com
  • 24. The 10% ruleYou will not make your staff creative and innovativebut you may make 10% of them more so.LeanDecisionimprovementDelegate budgetDelegate BIFind your 10%

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