Christophe Fauconnier & Stijn De Rijck - Doubling Your Business While Halving Your Sales Efforts
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Christophe Fauconnier & Stijn De Rijck's #CSWEurope15 Presentation - Doubling Your Business While Halving Your Sales Efforts
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Christophe Fauconnier & Stijn De Rijck - Doubling Your Business While Halving Your Sales Efforts
- 1. Doubling your business while halving your sales efforts Discover how co-creation can help you achieve more with less Christophe Fauconnier @innatemotion Stijn De Rijck @materialisenv
- 3. About Materialise 25 years of experience with meaningful 3D Printing applications
- 5. 7 principles to grow your business by co-creating with the customer
- 6. Put your customers on your side of the fence; make them contributors#1
- 7. Don’t come with solutions; Recognize the problem solver#2
- 8. Membership is more important than Mastership#3
- 9. Different co-creator needs = different co-creation processes#4 Get your team up to date on all things Additive Manufacturing Create innovative concepts for your market Spot parts that can benefit from Additive Manufacturing
- 10. Co-creation doesn’t stop when you have the great idea#5
- 11. ADDITIVE MANUFACTURING YOUR 3D PRINTED PRODUCT DESIGN & ENGINEERING YOUR IDEA CO- CREATION RAPID PROTOTYPING POST-PROCESSING Co-creation doesn’t stop when you have the great idea#5
- 12. Get the right people around the table: screen for fit#6 www.3DPrintBarometer.com
- 13. Co-creation is a waste of time when you are driving all the innovation#7
- 14. 21.3 22.6 27.2 33.2 19.8 2011 2012 2013 2014 2015 H1 Revenue Industrial Production in millions EUR So, did co-creation double our business?
- 16. Thank you Christophe Fauconnier @innatemotion Stijn De Rijck @materialisenv
Editor's Notes
- Christophe Good afternoon and thank you for joining our session today. Stijn Good afternoon
- I am Christophe and I am the Chief Business Humanizer of Innate Motion. A few years ago I was thrown into the world of 3D printing services and software by a company full of hyper intelligent engineers. This company is Materialise, a global leader in 3D printing applications, based in Leuven. Luckily I met Stijn who was someone I could understand and he could relate to our striving to grow business and brands with meaning, not just mechanics.
- I am Stijn and indeed, a few years ago, in 2011 to be more precise, I was lucky to cross this business humanizer on my path. They are great at bringing human sense to business in a world that too often applies business sense to humans. Materialise, filled with engineers and technologists: that is such a world. We’re a high tech company that has learned how to operate in an information luxury world, the 3D age that Jef Staes referred to. And while others were blinded by the 3D Printing hype, we’ve created meaningful innovations in These 3 domains.
- Stijn Technologies we are working with have matured. We at Materialise saw there was big potential for 3D Printing in manufacturing. We knew there were many companies that could benefit from it. The only thing we needed to do, was convince them. So that’s what we did. Or at least. That’s what we tried.
- Christophe But it would take more that a change in technology to get this ball moving. This we learned the hard way. It would take a different approach to selling, a different approach engaging the customer in market development, and it would take the willingness to co-create with the customer for more meaningful growth. Stijn And on our journey we discovered 7 principles to grow by co-creating with the customer.
- Principle #1 Put your customers on your side of the fence; make them contributors Christophe Do you often go to the customer with a new proposition that you are excited about? Yes! Do you ever get in the situation that you feel the customer is just there to judge you, evaluate and test you? Yes! This was certainly the case in the early stages of our project. I remember, we were at Barco, another hi-tech company in Belgium. With on the one side of the table the engineers of Materialise who were doing all the selling, and on the other side of the table sat the engineers who we doing all judging and evaluating. The more promises and possibilities the Materialise team demonstrated, the more resistant the engineers of Barco became. The discussions were going nowhere, so after about 20 minutes talking we grabbed in with a simple question. “Do you believe in the future of 3D printing technology for manufacturing? And if so, which of the people inside your company, or beyond is best placed to use it?” With no high science the conversation changed in scope and tone. The Materialise team stopped talking and started listening. The team on the customer’s side of the table who were digging trenches of defense and building mountains of critique just moments before, suddenly saw promise and possibility. They were put in a position of contributing and it liberated them, they could not even imagine a future without the possibilities of using 3D printing technology in manufacturing. It was a simple imaginative switch. Let call it a mind switch for getting on the same side of the table. Stijn For Materialise this was an eye opener. We realized we would not only have to sell a product, or sell a technology. We realized we would have to unlock goodwill, support and imagination of people to develop this market. And so we started to believe in the power of co-creation not only as a way to generate ideas with the many, but to develop a new segment of the market by co-creating.
- Stijn Principle #2 Don’t come with solutions. Recognize the problem solver. Christophe What we also learned very fast was that people co-create and commit much faster, and much better, when we consider who they are and what defines them on identity level. For example engineers love solving problems, when you come with all the solution or if you pretend that everything is possible you are at odds with how they (as engineers) define themselves. Without technical problems to solve the engineer looses his or her sense of existence. So the second thing we had to learn is that engineers like to solve problems, not just evaluate solutions. Stijn And nothing is more powerful than bringing engineers to work on each other’s problems. So we started designing the co-creation process to let people work on other people’s technical problems while they worked on yours. Just like people, engineers work better on other people's problems than on their own.
- Stijn Principle #3: Membership is more important than Mastership Christophe Co-creations requires a lot of voluntary collaboration with soul, not just reason. It takes people communicating directly with each other to strengthen shared knowledge and mutual respect. It is therefore better to operate co-creation sessions with a community ideal, focused on unity, not uniformity, inclusion, not consensus, and communication, not decision rights. It makes a difference when people can have fun, people can operate in a more liberating space where they can easily relate and feel more extra ordinary. Stijn We made this idea concrete at Materialise by building our own co-creation room. It is a room that helps you getting out of your comfort zone, out of your daily routine. And indeed it makes you feel special. It makes is fun. It gives you a stage. In fact it makes you feel you’re on stage from the start of the session till the end.
- Stijn Principle #4 Different co-creator needs = different co-creation processes Stijn Not all needs of co-creators are the same. The first sessions, though, we used a one-fits-all format. Explain slide.
- Stijn Principle #5 Co-creation doesn’t stop when you have the great idea Christophe As an ideas guy I still remember the first co-creation sessions we did. And I still remember how excited we were with the result: innovative product ideas. Promising product ideas. Product ideas that had the potential to open business opportunities for the customer, and so for us. And while we were preparing for the next co-creation session for another company, do you know what happened with those great ideas? Stijn Nothing. And you know why? Ideas allow creativity, whereas implementing ideas requires that you fit into the total systems of manufacturing and this demands the knowledge and the support of many.
- Stijn explains So, co-creation is a start of a journey, not the end of it.
- Principle #6 Get the right people around the table: screen for fit. Christophe Co-creation is an intense process, certainly if it is more than is idea generation process, but a process the build commitment, advocacy and the courage to change. And for us 3 is already a crowd. Stijn So we have to focus on getting the right people around the table. And for this we developed a tool. So, guys if you want to do this live, go to…
- Stijn Principle #7: Co-creation is a waste of time when you are driving all the innovation Christophe On my first visit to Materialise I immediately made an strong impression. I told Fried VanCaen the founder and CEO of Materialise that their pay of line “we drive your innovation” seems at odd with the company they are, humble, solid, assuring, and supportive in an engineer like way. He thought this is again an agency guy trying to sell his services. But shortly after that he phoned me I told me that I might have a point. We discussed for a while and it became clear that Materialise was more a company that was an innovator that can be counted on. Materialise started realizing that they were fighting for a world with more of a personal touch, a world where they could enable doctors to heal patients with more of a personal touch, a world designers can engineer better products with more of a personal touch, a world where companies can better serve and their customers with more of a personal touch, and a world where co-creators can contribute to more meaningful innovations with more of personal touch. Stijn And so today co-creation at Materialise is not sales led and it is not a marketing led. It is cross-funtional and it involves everyone. And so we even decided to change the tagline in our logo. Instead of driving your innovations, we’ve put the focus on being that partner you can count on.
- So now? did we double our business? Let’s look at some numbers from our last shareholders release. Explain the numbers. And we wouldn’t be Materialise if we wouldn’t keep focussing on result. Just to end, I want to show you a concrete result of our co-crreation process. The company Adidas was one of the first companies to join us in a session and only a few weeks ago they released the first result. Imagine your next pair of running shoes is customized. Not just how it looks. But really how they support your feet.
- Those of you who are best fit for 3D We invite to a free co-creation session, sponsored by Materialise and Innate Motion. So if you scored well, come talk to us.