The document discusses building a culture of continuous learning. It emphasizes that digital technologies are evolving rapidly and changing user behaviors and expectations. Companies must work across organizations, develop new skills, and find new collaborations to create digital offerings that deliver meaningful solutions through data and analytics. It advocates adopting an experimental mindset where strategy involves iteration and execution involves co-creation. Companies should define testable hypotheses and run disciplined experiments to continuously learn and adapt. Key competencies include design thinking, lean startup methodology, and agile development.

1. January 20151
Building a culture of
continuous learning
Perry Nouwens
Philips IT – Innovation – Digital Accelerator
January 2015

2. January 20152
The evolution of digital technology is
unlike anything we’ve seen and as a result,
user behaviors and expectations are
changing rapidly as well.
Digital propositions consist of
hardware, software and services,
interconnected by data and digital content,
that deliver meaningful smart
(through analytics) solutions,
to a community of customers.
Creating such digital propositions, requires us to
work cross organizational, develop new
competences and find new collaborations.
Digital propositions
Jeroen Tas on Digital Transformation

3. January 20153
Platforms
Today, brands are becoming platforms that rely less on the features of
their products and more on the breadth and quality of their connections
• A collaboration beyond your own
organization
• Organized around a purpose
• Attracts users from different types
• Orchestrates the interplay between
different users or stakeholders
• Enables others to build new value
or services

4. January 20154
How the Internet of Things changes business models
Source: https://hbr.org/2014/07/how-the-internet-of-things-changes-business-models

5. January 20155
New value creation processes
Source: http://lithespeed.com/lean-ux-dont-part-1-3-2/

6. January 20156
Experimentation is the new planning
We can no longer plan, we can only prepare
Companies must develop the ability to rapidly address new opportunities,
rather than search for increasingly unsustainable long-term competitive advantages.
No more top-down planning or waterfall development: New entrepreneurial
methods are short cycled, deal with uncertainty in a opportunistic way, and put
experimentation first.
Alex Osterwalder – Steve Blank – Rita McGrath – Dave Gray – Steve Denning – Greg Satell
In the traditional firm:
- Strategy was planning
- Execution was control
Today the foundation of:
- Strategy is iteration
- Execution is co-creation

7. January 20157
Experimentation
It’s not an experiment
if you know it’s going
to work.
Jeff Bezos
Getting serious about experimentation
Here's what doesn't work: hacking around
and ignoring what doesn't work. Here's
what also doesn't work: doing your best
with your work and then dismissing the
elements that don't work as experiments.
The best experiments are experiments on
purpose. They are done with rigor and
intent. They are measured. They are
designed to either fail or create an
approach that can be scaled.
Great experimenters measure their
results. They probe. They fail on purpose.
And when they find something that
works, they hand the knowledge over to
operators and executors who can scale
their work.
You don't get to call it an experiment after
it fails.
Seth Godin, March 2012

8. January 20158
Define testable hypotheses
“A testable idea is better than a good idea”
Ask your team: How can you test this
assumption as fast and cheap as possible?
Source: https://hbr.org/2014/12/a-testable-idea-is-better-than-a-good-idea

9. January 20159
Competences for experimentation
Building strong teams to run disciplined experiments
• Design Thinking - understanding
empathy, creativity,
meaningful innovation
• Lean Startup - finding
new business models,
learning experiments
• Agile Development - delivering
self-organizing teams,
iterative development
understanding
finding delivering
Building a system of continous learning

10. January 201510
Books to read
• Poke the box – Seth Godin (2011)
• Business Model Generation – Alex Osterwalder (2010)
• The Lean Startup – Eric Ries (2011)
• The Startup Owner’s manual – Steve Blank (2012)
• The end of competitive advantage – Rita McGrath (2013)
• Value Proposition Design – Alex Osterwalder (2014)
• This is Service Design Thinking – Various (2012)
But most important: Learn by doing!

11. January 201511