It is the delivery system, stupid that impacts the new normal

Nowadays, your are reading more and more we read about explanations why technology is stirring up society and dusted organizations.

How sad, is it not?

by Vanilla and lace on Flickr.

It is your job that is at stake. As is your organization and any institution that must adapt.

Are you middle-class? It will be hard to thrive in this ago of disruption.

Do you belong to the happy few? Chances are that your wealth in spite of all of the crises has increased substantially in the last few years.

We all witness that technology enabled us to move away from traditional concepts to the re-invention of goods, services and experiences

It is not that old technology stuff hat has lost its relevance; it’s the underlying delivery system. Due to to the rise of technology and social in one’s personal and professional lives.

The rise of new delivery concepts

As a service designer, contemplating about  the intersection of business and technology, I realize how essential it is to understand and adapt to enabling technology. But for me, it is not about technology. It is about grasping how we are moving to a service based economy and its consequences. Not only for the business context, but also for the political and societal consequences.

One-way street

From a theoretical point of view, the use of technology might deliver more profitable corporate  environments, better aligned with the functional and emotional needs of your employees and the rationale for the company. Applying relevant targeted concepts and being able to transfer these concepts to the working environment and professional lives.

However, things have changed.

Your customer, your client, your employees do no longer accept – in spite of all the state of art technology – a one way street of coordination and communication. In almost every business context service elements dominate now the way of creating value. Value is created in an excellent symbiose between the client and the organization (and often, there fits technology).  People, citizens everywhere are demanding that they have a say in the way their experiences are created.

A new challenge: the ecosystem

Was everything just that simple. To be truly successful one has to reframe the landscape in which you operate. Reframing is more than an insight: it is about shifting your fundamental thoughts about how the world works. Getting equipped with a sound reframe, companies and institutions can discover new value creation opportunities in many markets.  Delivery is not limited to a the traditional core business. Profits can be made in other often

by Halley Alexa

loosely coupled markets.

Sounds good, is it not?

But what is possible for you, is also possible for all participants in all other ecosystems.

New economics

Economics will always be governed by the rules of supply and demand. But in the new normal needs and service based solutions will pave the way to a profitable future.

Any way, it is up to you.  You do need some beliefs to chart a path to a better future . And in the new normal, for me acting like a strategic service designer, and not merely being a technology fan, will be your ultimate weapon.

 


 

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Thinking & Working Differently

[photo] @juliaroy at the Beach on Flipboard

[photo] @juliaroy at the Beach on Flipboard (Photo credit: stevegarfield)

 

By Charlie Ursell | Including interesting insights on: Collaboration, Systems Thinking, Design and more…

 

See on flipboard.com

 

 

 

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3. Motivating people: Getting beyond money

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5. Making data analytics work: Three key challenges

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How Cool Brands stay hot


How Cool Brands Stay HotEarlier March  I read about the announcement  launch of the revised and completely updated How Cool Brands Stay Hot. The authors were eager to give away free copies of their new book to thank their  loyal blog readers for support and interest and – of course –  to generate some publicitiy. Which I agreed upon by posting a review on Amazon,  Goodreads, LinkedIn, my own blog, scoop.it  andother media platforms.

The core

Since the release of the first edition of the book, the authors Joeri van den Berhg and Mattias Behrer  have been positively surprised by the amount of appreciation and interest they experienced from journalists (also bloggers), conference organizers and marketing and advertising practitioners from all around the world.

It seems that the timing of publishing a book on the subject of branding and marketing to the new generation of consumers was plain right. Their book is a valuable tool to help any one understand the attitude and habits of Generation Y.  The book is about understanding the spirit of that generation. And how these aspects translate in their relation to brands. It provides practical insights for building brands that aim to remain relevant for the forth coming years.

Looking back, the first edition of the book was published in 2011. Many marketing, design or communication professionals had to admit that they were not ready to create business with a new generation. As stated in the foreword: “Old structures are crumbling, but newer-structures are not clearly visible yet”.

Some of the insights of the book:

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  • GEN Yers are children of the cyber revolution. And people resemble their times more than they resemble their parents.
  • DIY is on its way back to the mainstream.
  • Design be better part of your DNA.
  • Other ways of collaboration and association.
  • It is not about technology, stupid.
  • It is aboyt collective peer wisdom and social connections.
  • Successful youth brands CRUSH.
    • Coolness
    • Realness
    • Uniqueness
    • Self-identification
    • Happiness
  • And most important, this generation will – on a global level – make or break your market success.

My score

What a lot of data and brilliant insights the authors share. One might discuss whether all is that relevant in 2013 but overall it delivers the insights of experts.

For design, marketing and communication professionals Generation Y will be much more difficult to reach than the more tradional Babyboomers or Generation X. In my point of view the arrival of Generation Y has disruptive effects on business, economics and society.

In an earlier post, written in Dutch  I wrote about some new words i learned from the Generation C. And again a new word will be part of my business vocabulary: commitment fobia

Assuming that the majority of the Generation Y will grow up (in their way) in the next decade, their impact on education, business and the workplace will be gigantic. This generation is not just educated in the complex skills of mass consumption, but also in collaborative consumption, co-creation and peer to peer networking.

As stated in the book: you ain’t seen nothing yet.

4 on a scale of  0-5.

Title: How cool brands stay hot

Branding to Generation Y
Authors: Joeri Van den Bergh, Mattias Behrer
Number of pages: 268
Language:  English
1st edition 2011, 2nd edition 2013
Publisher:  Kogan Page
ISBN: 978-0-7494-6804-0
Price: € 29,95

 
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