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Design at Heart of Future of Value Creation

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My Master Class presentation for IADE PhD and Masters Students and Faculty in October 2018

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Design at Heart of Future of Value Creation

  1. 1. Professor Robin Teigland Chalmers University of Technology www.robinteigland.com | www.slideshare.net/eteigland | Robin.teigland@hhs.se | @RobinTeigland
  2. 2. People • “Net generation” • 24x7 “mobile” workforce • Gig economy • Lifelong learning • Sharing not owning • Sustainability Technology • AI/ML/DL/NN • Smart robotics & cobotics • Biotech/gene editing/biomanufacturing • Internet of Things • AR/VR/Mixed Reality • Autonomous vehicles • Additive manufacturing • Advanced materials • Blockchain • Renewables • Quantum computing • Nanotechnology Open Source • Software • Hardware • Physibles Convergence of….. Finance • Crowdfunding/equity/P2P lending • Cryptocurrencies/tokens • Blockchains, smart contracts • Mobile money and payments • M2M/R2R payments • Benefit Corporations
  3. 3. Digital is the main reason just over half the Fortune 500 companies have disappeared since the year 2000. -Pierre Nanterme, CEO Accenture, 2016 Yet..Digital disruption has only just begun.
  4. 4. Thx to R. Wieselfors, Ericsson for photos
  5. 5. Thx to R. Wieselfors, Ericsson for photos
  6. 6. “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.” - Bill Gates, The Road Ahead, 1996
  7. 7. 2015 Smart Robots
  8. 8. H.I.S. Co. has two Henn na Hotels run “entirely” by robots and plans to open 100 hotels Check-in Other Automated Tasks Concierge, Porters, Cleaning, Lawnmowing, Room Service, Robot Trashcan, Robot fish Food deliveries
  9. 9. http://marketrealist.com/2016/01/fourth-industrial-revolution-need-know/
  10. 10. FIRM FOUNDED EMPLOYEES MKT CAP BMW 1916 125,000 $60B UBER 2009 11,000 $48B MARRIOTT 1927 227,000 $51B AIRBNB 2008 5,000 $31B WALT DISNEY 1923 195,000 $167B FACEBOOK 2004 21,000 $512B WALMART 1962 2,300,000 $298B ALIBABA 1999 50,000 $469B Adapted from Parker & Van Alstyne, with Choudary, 2016, updated January 2018 Something fundamental is changing
  11. 11. Sweden – World’s 2nd most innovative economy https://www.bloomberg.com/news/articles/2017-01-17/sweden-gains-south-korea-reigns-as-world-s-most-innovative-economies 2017
  12. 12. Stockholm – a unicorn breeding ground Unicorns: Private companies valued at more than USD 1 bln
  13. 13. The User First, then the Technology LinkedIn Stockholm Economic Graph 2015 Stockholm’s top industriesStockholm’s unique skills
  14. 14. Products and services are becoming increasingly more complex…
  15. 15. ..and it will only continue
  16. 16. What Does This Girl Need?
  17. 17. Opportunity: What does she need? Design Thinking -Focus on a verb, not a noun -To do what? -Why does she need to do this? -How does she want to feel? -Do not start with the technology! -Technology is the enabler. Adapted from Stanford University d.school
  18. 18. Design thinking turns needs into demand IDEO
  19. 19. FIRM FOUNDED EMPLOYEES MKT CAP BMW 1916 125,000 $60B UBER 2009 11,000 $48B MARRIOTT 1927 227,000 $51B AIRBNB 2008 5,000 $31B WALT DISNEY 1923 195,000 $167B FACEBOOK 2004 21,000 $512B WALMART 1962 2,300,000 $298B ALIBABA 1999 50,000 $469B Adapted from Parker & Van Alstyne, with Choudary, 2016, updated January 2018 Something fundamental is changing
  20. 20. Shifting market logics – The rise of platforms Ericsson & Augur 2011
  21. 21. http://marketrealist.com/2016/01/fourth-industrial-revolution-need-know/
  22. 22. https://www.inc.com/glenn-leibowitz/meet-the-ceo-running-a-billion-dollar-company-with-no-offices-or-email.html
  23. 23. Giggers, Entrepreneurs, and FTEs in co-living/co-working spaces https://www.outsite.co/
  24. 24. Exploitation Improving existing value creation activities Exploration Developing new value creation activities Adapted from March 1991
  25. 25. Transformation of economic activity Centralized, hierarchical organizations Decentralized, self-organizing, autonomous organizations
  26. 26. Scheveningen Harbor – The Hague
  27. 27. A 3D printer workshop on Lisette’s boat Knowledge: RepRap community E-commerce: Aliexpress
  28. 28. My first attempt at 3D printing – successful!
  29. 29. Do-it-yourself (DIY) microfactory networks
  30. 30. Increasing forces for local community and circular economies
  31. 31. http://marketrealist.com/2016/01/fourth-industrial-revolution-need-know/
  32. 32. Peniche, Portugal 1 hour north of Lisbon
  33. 33. Centuries of Tradition
  34. 34. A Collective Spirit
  35. 35. Tragedy of the Commons
  36. 36. Universities GovernmentIndustry
  37. 37. To be a hotspot for entrepreneurial activity, a flagship in ocean innovation, and a showcase in circular economy
  38. 38. A Circular Economy where the Ocean meets Digitalization Entrepreneurship & Economic Activity
  39. 39. Graphene 3D Printer Self-driving Pod Artificial Intelligence Underwater Drones Repurposed Ships Solar Panel Blockchain
  40. 40. Designing your Networks 1. Build relationships across diverse networks, avoid echo chambers 2. Ask “What if?”, challenge basic assumptions, and experiment Boundary spanner
  41. 41. BA Two individuals (organizations) with the same number of contacts…
  42. 42. …but with very different access to signals, ideas, and resources BA
  43. 43. www.robinteigland.com www.slideshare.net/eteigland Robin.teigland@hhs.se @RobinTeigland http://www.go4surf.pt/

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