Design thinking, service thinking, leadership
Distinctiveness is becoming increasingly difficult and important. Adding value means no longer adding value to the company, but adding value to the customer. Customers provide this and therefore also provide the distinctiveness of the company.
The mass – the community – can make or break your company. Customers have discovered the power of social media. Everybody is aware of the latest examples of the success of i-Pad and Youp van ‘t Hek’s call to action. As a result, a mind shift within companies is required. The diversity of various developments has been mostly fragmented until now. For example, the definition of design thinking, service thinking and innovation differs everywhere.
A different way of organising is required
Companies must organise themselves in a different and better way, otherwise they will not meet the demands of the future. This includes comprehensive cooperation. The cooperation between all departments must increase. Marketers have to descend from their (declining) ivory towers. Everyone within and outside the company needs
to pool their knowledge and skills. We have known this for many years. We need to get more involved in society, embrace sustainability and be transparent. Only a people-oriented organisation which engages in a lasting relationship with its environment develops its full potential as a company in which there is room for entrepreneurs and where customers really influence their business. This requires a change in leadership for most companies.
Service thinking is no longer the consultant, design thinking is no longer done via development and leadership is no longer only the manager. Roles and responsibilities are no longer fixed but depend on specific needs.
Implications for 2011
Fight over power. Old versus new thinking. Old ideas and structures will fade swiftly. If current management do not see the necessary changes quickly enough, a small revolution will knock on the door especially on the door of our younger generations.
The number of self-employed people will continue to grow. In particular, educated people feel that they are not being recognised within the current business setting and are therefore looking for ways to make entrepreneurship happen. It is these people and the younger generation who will provide the innovations of the future for organisations.
Real co-creation is becoming more and more accepted and a winning factor. The role of social media is also growing because of these trends. Companies will recognise the importance of these phenomena and shift their budgets. But the question remains, can and will organisations adapt quickly enough to outperform their competitors?
Design thinking is not just a toy for Friday, but is slowly being integrated into general business performance. A people-oriented approach is key.
Creativity and collaboration are important in all disciplines. There is increasing recognition for these skills. This can be found in leadership profiles. Companies with a competitive advantage understand how it works and use the early successes of other companies to catch up quickly.
Are you, your bosses and colleagues ready to adopt the mind shift and reach out to your future? The influence of your customers will not wane. Don’t wait until your competitors have caught up. Focus not only on today’s issues but also on the near future. The crisis will be with us for a few more years. Do some positive things. Don’t just put out fires!
This article is inspired by Wim Rampen and Guido Stompff. and writen by Brigitte de Leeuw. Want to know more about trends order the trendrapport 2011
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