SlideShare a Scribd company logo
User-Driven?
a contribution to Next09 and its
discussion of ‘sharing’, May 2009
www.headshift.com
Lee Bryant, May 2009
( if this talk was user-driven,
 I would be asking questions,
not standing here showing off,
pretending I know something )
what do we mean by user-driven?
User-centred product design
User-driven innovation
the open source movement as a model
can we think beyond user
“involvement” and ‘bake in’
    a more participative
   approach to business?
Is user-driven innovation meaningful
      or just a surface activity?
Digg, Dell and Potato Crisps? Any more?
Digg, Dell and Potato Crisps? Any more?
Digg, Dell and Potato Crisps? Any more?
is this enough?
how do companies
talk to customers?
mass production, marketing, segmentation
CRM: we do not value you or your call
VRM: a user-driven alternative?
but the times they are a’changin’
Downturn exposes costly models
Flat, responsive structures will win
Shared business models look good
what is the goal of a company?
Sustainable income, status or plunder?
taking the long view:
pillage != social status
Older models of trading networks
(Hamburg and the Hanseatic League)
Corporates with a social mission?
Even banking used to be a profession
...before it descended into plunder
To be user-driven,
you must be people driven
No point being open at the edges...
... if you treat your staff like machines
user-driven starts with your own
people - they must be ‘drivers’ too
Harnessing people power
   inside and outside
Allow your staff to be human too
Let them engage with customers
We need consistent people values
    throughout the business
what will successful companies
    of the future look like?
(cc) http://www.flickr.com/photos/yuan2003/403643949/




The ecosystem is everything...
Create shared meaning & purpose
Trust your network to support you
lee@headshift.com
http://www.headshift.com

Except where otherwise stated, photos courtesy of Flickr using Creative
Commons license. Thanks to the following photographers:

http://www.flickr.com/photos/jadezz/100313191/
http://www.flickr.com/photos/notsogoodphotography/503637906/
http://www.flickr.com/photos/squeakymarmot/186090163/sizes/l/
http://www.flickr.com/photos/erix/2657100921
http://www.strategylab.dk/news/danish-programme-for-user-driven-
innovation/
http://en.wikipedia.org/wiki/File:Extent_of_the_Hansa.jpg
http://www.flickr.com/photos/49024304@N00/298075222/
http://www.flickr.com/photos/gentiane/2752064974/sizes/o/
http://lh5.ggpht.com/_T2nVQ-Ml0xY/SNOxKSzQhgI/AAAAAAAAEuw/
XQeFy-mPsvk/image-5.jpg
http://www.enabledbydesign.org
http://www.carbodydesign.com/archive/2008/05/15-virtual-painting-
at-ford/1914-Ford-Model-T-Painting-lg.jpg
http://www.flickr.com/photos/jurvetson/52581560
http://www.usdesignstudio.co.uk/freerange.html
http://www.flickr.com/photos/schoschie/8821223/
(cc) http://www.flickr.com/photos/yuan2003/403643949/
http://www.flickr.com/photos/aturkus/139818702/sizes/l/
http://www.flickr.com/photos/yuan2003/403643949/
http://www.flickr.com/photos/cheesepicklescheese/419050330/
http://www.flickr.com/photos/dplanet/94442623/

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