2. CITEXVI
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8
NOVEMBER
2011
THE
BOOK
“Manifesto
of
what
our
6me
requires
from
business
firms
and
their
leaders“
Key
words:
ü
Global
Village
ü
Talent
ü
Compe66ve
advantage
ü
Tribaliza6on
3. CITEXVI
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8
NOVEMBER
2011
THE
AUTHORS
Dr.
Jonas
Ridderstrale
• Business
speaker,
writer
and
thinker.
• Specialized
in
interna;onal
business,
global
innova;on,
and
product
development
efforts
in
mul6na6onals
• Visi6ng
professor
at
Ashridge
Business
School
(UK)
and
IE
Business
School
(Spain).
Dr.
Kjell
A.
Nordström
• Consultant,
writer
and
public
speaker.
• Focused
on
corporate
strategy,
mul;na;onal
corpora;ons
and
globaliza;on.
• Responsible
for
the
Interna6onal
Business
course
at
Stockholm
School
of
Economics.
The
2005
Thinkers
50
ranked
Nordström
and
Ridderstråle
at
number
nine
interna;onally
and
put
them
on
number
one
of
Europe
business
gurus.
4. CITEXVI
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8
NOVEMBER
2011
F
§ FUNKY
S.A.
§ YOU
FUNKY
§ FEELING
FUNKY
OUTLINE
q
FUNKY
BUSINESS
§ FUNKY
TIMES
§ FORCES
OF
FUNK
§ THE
FUNKY
VILLAGE
q
CONCLUSION
q
DISCUSSION
q
PROPOSALS
FOR
NEXT
R.C.
5. CITEXVI
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8
NOVEMBER
2011
FUNKY
TIMES
(I/II)
In
the
past,
a
company
had
a
great
idea
and
exploited
it
for
years
before
compe6tors.
Then,
the
original
idea
was
repeated
in
another
country
for
more
years.
PRESENT:
making
the
difference
gets
harder
Ø Talent
Highly
qualified
employees
Ø Globaliza6on
No
borders
Ø Time
Living
in
real
;me
6. CITEXVI
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NOVEMBER
2011
FUNKY
TIMES
(II/II)
FUNKY
FUTURE
Ø Future
is
unknown,
but
who
is
going
to
create
it?
§ People
able
to
develop
change,
evolve,
innovate!
Ø But
in
a
society
of
high
diversity,
is
innova6on
enough?
§ Change
must
be
fast
and
unique
to
maintain
compe66ve
advantage
Ø FUNKY
BUSINESS
should
renew
its
organiza;on:
§ Management
§ Leadership
7. CITEXVI
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NOVEMBER
2011
FORCES
OF
FUNK
(I/II)
Socio-‐economic
landscape
is
changing
rapidly
so
it’s
required
to
understand
the
main
forces
behind:
TECHNOLOGY
VALUES
INSTITUTIONS
DRIVE
CHANGE
8. CITEXVI
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NOVEMBER
2011
FORCES
OF
FUNK
(II/II)
TECHNOLOGY
q IT
get
beaer
and
faster
INSTITUTIONS
q The
evolu6on
in
ins6tu6ons
is
slow
but
has
great
impact
on
our
world.
q Capitalism,
na6ons,
companies,
family
concept
are
being
renewed.
VALUES
q In
the
past,
the
values
where
local,
currently
are
global
q But
s6ll
move
the
individual,
the
society,
the
corpora;ons.
High
connec6vity
Total
Transparency
POWER
9. CITEXVI
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NOVEMBER
2011
FUNKY
VILLAGE
(I/II)
Who
can
define
the
world
today?
ü Deregulated
global
economy
ü Surplus
of
everything
ü Fusion
(ideologies,
food,
product/services…)
ü Customiza;on:
the
customer
as
a
co-‐designer/producer
ü Tribaliza;on:
new
tribes
based
on
a`tudes,
experiences
or
knowledge
ü Personaliza;on:
everybody
can
be
absolutely
unique
CONFUSION
How
to
compete
in
this
world?
10. CITEXVI
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NOVEMBER
2011
FUNKY
VILLAGE
(II/II)
Anybody
knows
Wally
Masur?
§ He’d
been
among
the
50
best
tennis
players.
§ He
never
signed
a
publicity
contract.
§ What
about
Sampras,
Agassi
or
Nadal?
§ Being
the
best
is
an
ADDED
VALUE
FIRMS
WANT
THE
BEST
ONES!
11. CITEXVI
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NOVEMBER
2011
Ø How
the
future
firm
will
be
and
operate?
“The
future
firm
must
thrive
on
its
ability
to
be
different
and
add
value
in
new
ways.”
The
company
of
tomorrow
profits
from
the
changing
circumstances
and
the
unpredictability
of
our
6mes,
FUNKY
S.A.
is:
LEVERAGED
FUNKY
S.A.
(I/V)
FOCUSED
HETERARCHICAL
INNOVATIV
E
12. CITEXVI
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NOVEMBER
2011
FUNKY
S.A.
(II/V)
FUNKY
S.A.
FOCUSED:
The
future
company
won’t
try
to
do
everything
for
everybody;
they
try
to
make
meaning
to
concrete
persons.
MARKET
NICHE
TRIBE
ORIENTED
PRECISE
BUSINESS
FOCUSED
13. CITEXVI
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8
NOVEMBER
2011
FUNKY
S.A.
(III/V)
FUNKY
S.A.
LEVERAGED
(reinforcement):
INTERNAL
(responsibility
of
each
employee)
ü Knowledge
exchange
ü Transforming
knowledge
INDUSTRIAL
ü Entering
new
industries
based
on
iden;fied
customer’s
agtudes.
ü Example:
merchandising
for
fans,
in
addi6on
to
music
products.
INTERNATIONAL
ü Global
thinking
and
ac;on
GAS
LIQUID
SOLID
IDEAS
EXPLANATION
PROPOSAL
14. CITEXVI
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2011
FUNKY
S.A.
INNOVATIVE:
§ Re-‐inven6ng
strategy
§ Fast
ac6ons
§ Innovate
with
intelligence
§ Combine
homogeneity
with
heterogeneity
FUNKY
S.A.
(IV/V)
Richard
Branson
-‐
Owner
Each
company
should
find
the
special
receipt
15. CITEXVI
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8
NOVEMBER
2011
FUNKY
S.A.
(V/V)
FUNKY
S.A.
HETERARCHICAL:
§ Hierarchies
of
different
classes.
§ Spagueg
structure:
apparently
is
chao6c
but
each
employee
correspond
to
a
set
of
resources.
§ Features
of
the
Funky
structure:
o Smaller:
more
crea6vity
o Flat:
problems
and
process
are
solved
faster
o Temporal:
based
on
projects
and
teamworks
o Horizontal:
any
event
implies
several
areas
o Circular:
360⁰
perspec6ve
to
enhance
auto-‐organiza6on
o Open:
partnering,
networking
o Measured:
to
iden6fy
achievements
16. CITEXVI
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NOVEMBER
2011
YOU
FUNKY
(I/II)
How
to
organize
a
funky
company?
§ Forces:
dynamism,
risk
and
constant
value
crea6on
§ Leaders
§ First
step:
ge`ng
the
right
workers
§ Must
lead
employees
to
crea6vity
§ Workers
demand:
§ Orienta6on
§ Tolerance
§ Interest
§ Ajen6on
17. CITEXVI
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NOVEMBER
2011
YOU
FUNKY
(II/II)
Successful
FUNKSTER:
• BEING
UNIQUE
• BEING
A
BRAND
• BEING
CONNECTED
Management
of
Dreams
§ Power
consists
on
providing
interes6ng
dreams
to
move
the
persons.
18. CITEXVI
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NOVEMBER
2011
FEELING
FUNKY
The
Holy
Grail
of
Business
q Temporal
monopoly
(meaning
market
niche)
q How?
§ Making
the
difference:
o Low
cost
o Added
value
§ Exclusivity:
an
idea,
marke6ng
strategy,
packaging,
culture…
§ Based
on
Emo;onal
Competence
(emo6ons
and
imagina6on)
to
understand
the
customer
and
coworkers.
q Infinite
Innova6on
q Emo;onal
Company
19. CITEXVI
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NOVEMBER
2011
FUNKY
EXAMPLE
GOOGLE
FORMAL
FRIDAY
hjp://bcove.me/wvi5p2hr
20. CITEXVI
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8
NOVEMBER
2011
ü Importance
of
teamwork:
ü Innova;on
starts
with
each
worker
ü Leaders
must
propi;ate
crea;vity
ü Funky
structure:
flat
and
circular
ü Defining
core
values
is
a
step
to
mo6vate
and
encourage
employees
TRIBALIZATION
ü Thinking
global
is
the
key,
ideas
have
no
limits
CONCLUSIONS
21. CITEXVI
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8
NOVEMBER
2011
THANKS
FOR
YOUR
ATTENTION
22.
23. CITEXVI
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8
NOVEMBER
2011
PROPOSAL
1
A
book
that
challenges
individuals,
businesses
and
na6ons
to
create
originals
rather
than
cover
versions.
24. CITEXVI
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8
NOVEMBER
2011
PROPOSAL
2
GUY
KAWASAKI
§ Silicon
Valley
Venture
Capitalist
§ Apple
Fellow
“Guide
for
anyone
star6ng
anything”
25. CITEXVI
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8
NOVEMBER
2011
PROPOSAL
3
“The
rol
of
storytelling
in
business
sucess.”
