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town planners
settlers
pioneers
Sustainable Innovation -
3 Types of Work
@markusandrezak
@ueberproduct
http://www.ueberpro...
“The purpose of business is to create and keep a customer.”
“The purpose of business is
to create and keep a customer.”
Pe...
“The purpose of business is to create and keep a customer.”
“The purpose of business is
to create and keep a customer.”
Pe...
(I) How much will it
cost / will we earn?
(II) How will the new
product look like?
(III) Which new
opportunities
should we follow &
how do we find
them?
But also:
I want the NEW shit!
Coding Hiring Vision Innovation Compliance
Produc-
tivity
Reliability
Infra-
structure
Security Operations
The CTO as deca...
Because … being stuck …
or … growth „with the market“
While they want this
“The purpose of business is to create and keep a customer.”
“The purpose of business is to create and keep a customer.”
Fashion
Third Place
Coffee
Understanding the nature of work
3 Horizons by Baghai, Coley, White
Horizon 1
0 - 12 months
Horizon 2
12 - 36 months
Horizon 3
36 - 72 months
Current busin...
3 Horizons by Baghai, Coley, White
Horizon 1
0 - 12 months
Horizon 2
12 - 36 months
Horizon 3
36 - 72 months
What will we ...
The Knowledge
Funnel by
Roger L. Martin
What we’re good at
What we suck at
What we’re good at
What we suck at
imperfect
just doing
uncertainty
perfect, clear
talk
certainty
ambuguity
What we’re good at
What we suck at
Which
opportunities,
how to find?
What
does the prod
look like?
What does it
cost/earn
Evolution
Context determines qualities
Genesis Custom built Product Utility
Uncharted
chaotic
uncertain
unpredictable
unst...
Evolution
Context determines qualities
Genesis Custom built Product Utility
Uncharted
chaotic
uncertain
unpredictable
unst...
A model of how things evolve
Bild Pionierpflanze
Zitat Wiki
Pioneers arrive first
Bild Busch
Zitat Wiki
K-strategists take over
Bild Wald
Zitat Wiki
Until …climax vegetation
Bild Pionier
Zitat Wiki
Pioneers: Because we can!
Bild Siedler
Zitat Wiki
Settlers: until we can no longer …
Bild Stadtplaner
Zitat Wiki
Town planners: when nothing else helps
Pioneers, roaming
nice place
settling
building town
town planners
settlers
pioneers
Happiness
Kaizen
market analysis
feedback
Trend spotting
products
Type
tactics, machiavellian
Method
Lean, grinding,
succe...
Given the nature of work and
given the Pioneers, Settler,Town
planners …
now what does it mean?
Commodity
Product
Custom
Built
Ubiquity
NovelCommon
Certainty
DefinedUnknown
Demand
Supply
Genesis
Product Phases
Model:
Si...
Commodity
Product
Custom
Built
Ubiquity
NovelCommon
Certainty
DefinedUnknown
Demand
Supply
Genesis
Modell:
Simon Wardley
Wh...
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünft...
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünft...
Visibility
Evolution
Context determines method
Unbekannt
chaotisch
unsicher
unvorhersehbar
unstet
anders
aufregend
zukünft...
Visibility
Evolution
Context determines method
Unbekannt
chaotic
uncertain
unpredictable
unstable
different
exciting
futur...
Common Dysfunctions
Pionier Siedler
Pioneers Settlers
No business
Settlers
Town-
planners
No great new stuff
Pioneers
Town-
planners
Nothing … but war
Pioneers
Town-
planners
Gartner / Bi-Modal
Bild Kölner Domplatte
NichtsLow quality
Pioneers Settlers
Town-
planners
The Innovators dilemma is called
innovators dilemma not because
people are stupid but because it is a
dilemma!
Miles was good with the trumpet, but not soooo good
He revolutionized Jazz 5-6 times
with his bands
All his band members
w...
The task
Pioneers Settlers
Town
planers
✓ Manage the
environments for
the three types
✓ Craft
preconditions:
clarity in st...
Pioneers Settlers
Town
planners
✓ Protect
pioneers and
town planners
against each
other
✓ Support flow of
information
The t...
To get this
You have to
protect this
Thanks!
Simon Wardley
for his Maps and
the pioneer, settler,
town planner model!
http://blog.gardeviance.org
Thanks for your
time and
attention! :)
AMA!
@markusandrezak
@ueberproduct
http://www.ueberproduct.de
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
Sustainable innovation - 3 types of work
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Sustainable innovation - 3 types of work

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Most companies know 1 model of management, organization and work.

(A video of this presentation may be found at: https://vimeo.com/146522220

Models like the 3 Horizons model suggest that sustainable business requires to continuously work in at least three different domains of work:
Horizon 1) Generating money from the products / services we offer right now,
Horizon 2) generating new products and services that solve new problems in better was for new people (new customers) and finally
Horizon3) thinking about the unthinkable: which completely new directions can we follow to generate new products and services or which new business models might we serve

It turns out that these three horizons of work each bring with them
completely different tasks and questions to be answered. Towards Horizon 1, operational excellence, precision, quality, repeatability and predictability are required. Towards Horizon 3, none of this really matters, but the task is to find very rough data quick and cheaply very often. In Horizon 1 certainty, unambiguity and clarity rule, in Horizon 3, ambiguity is required, uncertainty simply exists and clarity can not be achieved. In fact, trying to do so, will hinder the new Ideas).

Going further, we can ankles that very different people are happy with the different tasks and conditions in these areas. The pioneer, settler, town planner model by Simon Wardley
helps us understand how to manage between these different conditions.

Published in: Business

Sustainable innovation - 3 types of work

  1. 1. town planners settlers pioneers Sustainable Innovation - 3 Types of Work @markusandrezak @ueberproduct http://www.ueberproduct.de
  2. 2. “The purpose of business is to create and keep a customer.” “The purpose of business is to create and keep a customer.” Peter Drucker
  3. 3. “The purpose of business is to create and keep a customer.” “The purpose of business is to create and keep a customer.” Peter Drucker
  4. 4. (I) How much will it cost / will we earn?
  5. 5. (II) How will the new product look like?
  6. 6. (III) Which new opportunities should we follow & how do we find them?
  7. 7. But also: I want the NEW shit!
  8. 8. Coding Hiring Vision Innovation Compliance Produc- tivity Reliability Infra- structure Security Operations The CTO as decathlete?
  9. 9. Because … being stuck …
  10. 10. or … growth „with the market“
  11. 11. While they want this
  12. 12. “The purpose of business is to create and keep a customer.”
  13. 13. “The purpose of business is to create and keep a customer.” Fashion Third Place Coffee
  14. 14. Understanding the nature of work
  15. 15. 3 Horizons by Baghai, Coley, White Horizon 1 0 - 12 months Horizon 2 12 - 36 months Horizon 3 36 - 72 months Current business Generate today’s cash flow High growth business Today’s growth & tomorrow’s cash flow Options growth Options on furture high growth business
  16. 16. 3 Horizons by Baghai, Coley, White Horizon 1 0 - 12 months Horizon 2 12 - 36 months Horizon 3 36 - 72 months What will we earn? How will the product look like? Which opportunities, how to find?
  17. 17. The Knowledge Funnel by Roger L. Martin
  18. 18. What we’re good at What we suck at
  19. 19. What we’re good at What we suck at imperfect just doing uncertainty perfect, clear talk certainty ambuguity
  20. 20. What we’re good at What we suck at Which opportunities, how to find? What does the prod look like? What does it cost/earn
  21. 21. Evolution Context determines qualities Genesis Custom built Product Utility Uncharted chaotic uncertain unpredictable unstable different exciting future values differentiating Industrialized ordered (linear) known measured stable standard dull low margin essential Model by Simon Wardley
  22. 22. Evolution Context determines qualities Genesis Custom built Product Utility Uncharted chaotic uncertain unpredictable unstable different exciting future values differentiating Industrialized ordered (linear) known measured stable standard dull low margin essential Model by Simon Wardley Which opportunities? How to find? How will the product look like? What will we earn?
  23. 23. A model of how things evolve
  24. 24. Bild Pionierpflanze Zitat Wiki Pioneers arrive first
  25. 25. Bild Busch Zitat Wiki K-strategists take over
  26. 26. Bild Wald Zitat Wiki Until …climax vegetation
  27. 27. Bild Pionier Zitat Wiki Pioneers: Because we can!
  28. 28. Bild Siedler Zitat Wiki Settlers: until we can no longer …
  29. 29. Bild Stadtplaner Zitat Wiki Town planners: when nothing else helps
  30. 30. Pioneers, roaming
  31. 31. nice place
  32. 32. settling
  33. 33. building town
  34. 34. town planners settlers pioneers
  35. 35. Happiness Kaizen market analysis feedback Trend spotting products Type tactics, machiavellian Method Lean, grinding, success Different types - different qualities Happiness failure bets & intuition uncertainty experiments search (exploration) Type creative, searching Method agile, speed matters most Happiness efficiency metrics analysis scientific models build what is required Type industrial, battles Method six sigma, scaling Model: Simon Wardley
  36. 36. Given the nature of work and given the Pioneers, Settler,Town planners … now what does it mean?
  37. 37. Commodity Product Custom Built Ubiquity NovelCommon Certainty DefinedUnknown Demand Supply Genesis Product Phases Model: Simon Wardley
  38. 38. Commodity Product Custom Built Ubiquity NovelCommon Certainty DefinedUnknown Demand Supply Genesis Modell: Simon Wardley What will we earn?How will the product look like? Which opportunities? How to find? Product Phases
  39. 39. Visibility Evolution Context determines method Unbekannt chaotisch unsicher unvorhersehbar unstet anders aufregend zukünftige Werte unterscheidend Industrialisiert geordnet (linear) bekannt gemessen stabil standard langweilig geringe Marge essentiell Genesis Custom built Product Utility LSU R&D NPD Integration BPOpt Maintenance Platform Model by Simon Wardley
  40. 40. Visibility Evolution Context determines method Unbekannt chaotisch unsicher unvorhersehbar unstet anders aufregend zukünftige Werte unterscheidend Industrialisiert geordnet (linear) bekannt gemessen stabil standard langweilig geringe Marge essentiell Genesis Custom built Product Utility agile / in- strong weak outsourced / six weak strong Lean How will we make money tomorrow? How will the product look like? What will we earn? Model by Simon Wardley
  41. 41. Visibility Evolution Context determines method Unbekannt chaotisch unsicher unvorhersehbar unstet anders aufregend zukünftige Werte unterscheidend Industrialisiert geordnet (linear) bekannt gemessen stabil standard langweilig geringe Marge essentiell Genesis Custom built Product Utility How will we make money tomorrow? How will the product look like? What will we earn? Defer alignment, framing crucial Alignment crucial Model by Simon Wardley
  42. 42. Visibility Evolution Context determines method Unbekannt chaotic uncertain unpredictable unstable different exciting future values differentiating Industrialisiert ordered (linear) known measured stable standard borring, dull low margin essential Genesis Custom built Product Utility LSU R&D NPD Integration BPOpt Maintenance Platform One size fits all does not work!!! Model by Simon Wardley
  43. 43. Common Dysfunctions
  44. 44. Pionier Siedler Pioneers Settlers No business
  45. 45. Settlers Town- planners No great new stuff
  46. 46. Pioneers Town- planners Nothing … but war
  47. 47. Pioneers Town- planners Gartner / Bi-Modal
  48. 48. Bild Kölner Domplatte
  49. 49. NichtsLow quality Pioneers Settlers Town- planners
  50. 50. The Innovators dilemma is called innovators dilemma not because people are stupid but because it is a dilemma!
  51. 51. Miles was good with the trumpet, but not soooo good He revolutionized Jazz 5-6 times with his bands All his band members were never again as good. They all became leaders.
  52. 52. The task Pioneers Settlers Town planers ✓ Manage the environments for the three types ✓ Craft preconditions: clarity in strategy
  53. 53. Pioneers Settlers Town planners ✓ Protect pioneers and town planners against each other ✓ Support flow of information The task
  54. 54. To get this
  55. 55. You have to protect this
  56. 56. Thanks! Simon Wardley for his Maps and the pioneer, settler, town planner model! http://blog.gardeviance.org
  57. 57. Thanks for your time and attention! :)
  58. 58. AMA! @markusandrezak @ueberproduct http://www.ueberproduct.de

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