User-Driven?
a contribution to Next09 and its
discussion of ‘sharing’, May 2009
www.headshift.com
Lee Bryant, May 2009

( if this talk was user-driven,
I would be asking questions,
not standing here showing off,
pretending I know something )

what do we mean by user-driven?

User-centred product design

User-driven innovation

the open source movement as a model

can we think beyond user
“involvement” and ‘bake in’
a more participative
approach to business?

Is user-driven innovation meaningful
or just a surface activity?

Digg, Dell and Potato Crisps? Any more?

Digg, Dell and Potato Crisps? Any more?

Digg, Dell and Potato Crisps? Any more?

is this enough?

how do companies
talk to customers?

mass production, marketing, segmentation

CRM: we do not value you or your call

VRM: a user-driven alternative?

but the times they are a’changin’

Downturn exposes costly models

Flat, responsive structures will win

Shared business models look good

what is the goal of a company?

Sustainable income, status or plunder?

taking the long view:
pillage != social status

Older models of trading networks

(Hamburg and the Hanseatic League)

Corporates with a social mission?

Even banking used to be a profession

...before it descended into plunder

To be user-driven,
you must be people driven

No point being open at the edges...

... if you treat your staff like machines

user-driven starts with your own
people - they must be ‘drivers’ too

Harnessing people power
inside and outside

Allow your staff to be human too

Let them engage with customers

We need consistent people values
throughout the business

what will successful companies
of the future look like?

(cc) http://www.flickr.com/photos/yuan2003/403643949/
The ecosystem is everything...

Create shared meaning & purpose

Trust your network to support you

lee@headshift.com
http://www.headshift.com
Except where otherwise stated, photos courtesy of Flickr using Creative
Commons license. Thanks to the following photographers:
http://www.flickr.com/photos/jadezz/100313191/
http://www.flickr.com/photos/notsogoodphotography/503637906/
http://www.flickr.com/photos/squeakymarmot/186090163/sizes/l/
http://www.flickr.com/photos/erix/2657100921
http://www.strategylab.dk/news/danish-programme-for-user-driven-
innovation/
http://en.wikipedia.org/wiki/File:Extent_of_the_Hansa.jpg
http://www.flickr.com/photos/49024304@N00/298075222/
http://www.flickr.com/photos/gentiane/2752064974/sizes/o/
http://lh5.ggpht.com/_T2nVQ-Ml0xY/SNOxKSzQhgI/AAAAAAAAEuw/
XQeFy-mPsvk/image-5.jpg
http://www.enabledbydesign.org
http://www.carbodydesign.com/archive/2008/05/15-virtual-painting-
at-ford/1914-Ford-Model-T-Painting-lg.jpg
http://www.flickr.com/photos/jurvetson/52581560
http://www.usdesignstudio.co.uk/freerange.html
http://www.flickr.com/photos/schoschie/8821223/
(cc) http://www.flickr.com/photos/yuan2003/403643949/
http://www.flickr.com/photos/aturkus/139818702/sizes/l/
http://www.flickr.com/photos/yuan2003/403643949/
http://www.flickr.com/photos/cheesepicklescheese/419050330/
http://www.flickr.com/photos/dplanet/94442623/