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INPUTVARIABLESTHERE IS A GAP BETWEEN WHAT WE WANT OUR ORGANIZATIONS TO BECOME AND WHAT WE PUT INTO THEM TO GETTHERE
PHOTO BY SEBASTIEN GABRIEL ON UNSPLASH
Friday 09th November 2017
FUEL + HARDWARE & OSGovernance, Management,Teams,Talent, Coordination, Strategy, Decisions etc.Data, Experience, Information, Insight
OUR IMAGINATION IS LIMITED BY THE TOOLS WE USE TO UNDERSTAND THE WORLD
PREMISE:
EXPERTS ARE A DANGEROUS SPECIES
The problem with experts is that they easily loose their
ability to change their mind.They get stuck.
Smart people in smart rooms figuring out smart ideas….
WE ARE USING OLD MODELS TO COLLECT NEW DATA ABOUTTHE WORLD - BUT BECAUSE WE ARE USING OLD
MODELS AND METHODS WE ARE ONLY PICKING OUR DATA FROM THE SAME POOLS OF EXPERIENCE AND
INFORMATION - SERVING US THE SAME PERSPECTIVE OF THE WORLD AS WE ARE USED TO SEEING
ALMOST EVERY ORGANIZATION IS DESIGNED TO CRASH INTO A WALL:
A business is distilled down to nine elements A human is distilled down to three elements
BUSINESSES HAVE BEEN VERY POOR AT UNDERSTANDING PEOPLE
UNINTERESTED IN
.OUTCOME
.EFFICIENCY
.RATIO
- Clayton Christensen -
PHOTO BY DANIEL LEONE ON UNSPLASH
COMPANIES SHYAWAY FROM CUSTOMER DATA BECAUSE IT’S TOO COMPLEX - ORGANIZATIONS ARE EFFICIENCY MACHINES
MEANING IF IT’S NOT MEASURABLE AND IT DOESN’T FIT INTO AN EXCEL SPREADSHEET CELLWE ARE NOT GOING TO USE IT
COMPANIES CARE ABOUT
EFFICIENCY&
STANDARDIZATION
A TAXleadership has to pay in order to argue
they were doing the right thing
old, slow, static formats, not distributed, not in a system of action, promotes einstellung,
avoids outliers, creative opinions and is infested with the Hawthorne effect.
Our imagination is taken hostage by our old code
The current insight industry is designed to fit customers to company’s problems to prove that what you are already doing is the right thing
SOURCE: HTTPS://OPENCLIPART.ORG/
Customer insights has become
WE ARE NOW NOTAN INCREMENTAL IMPROVEMENT PATH TO INCREASED EFFICIENCY ..WE ARE ON OUR WAY FROM ONE CHAPTER OF CAPITALISM TO THE NEXT…
EARLY CONSUMERS
PROPRIETARY CAPITALISM
MASS CONSUMERS
MANAGERIAL CAPITALISM
NEW SOCIETY OF INDIVIDUALS
DISTRIBUTED CAPITALISM
ZONE OF
INNOVATION
1890 2005
1915 2020
2050
ZONE OF
INNOVATION
MIGRATION
PATH
MIGRATION
PATH
ZONE OF
MUTATION
ZONE OF
MUTATION
ELECTRICITY
INTERNET
MOBILE
BIG DATA
IOT
CLOUD
+
+
COMBUSTION ENGINE
Zero marginal cost
- Shoshana Zuboff -
INNOVATION IS A DISEASE
Photo by adrian on Unsplash
- SHOSHANA ZUBOFF -
Industry convergence is the most
anticipated trend the next three to five
years (2015). Driven by such things as a
different fuel or data.
“Google is getting into the grocery
business to protect the profitability of
its ad display business, and Amazon
is getting into the business because it
wants to sell the world to the world,”
.convergence
“Agrochemical giant Monsanto is moving
into “data-driven farming,” for example, with
the creation of real-time tools to help farmers
maximize crop yields”
“..historically,
mutations have
superseded
innovations when
fundamental
shifts in what
people want
require a new
approach to
enterprise: new
purposes, new
methods, new
outcomes.”
- Shoshana Zuboff
«TO GET THE BEST POSSIBLE
OUTCOME FROM WHAT WE PUT IN»
Farmers get up every morning because they have a job to solve:
link
EARLY CONSUMERS
PROPRIETARY CAPITALISM
MASS CONSUMERS
MANAGERIAL CAPITALISM
NEW SOCIETY OF INDIVIDUALS
DISTRIBUTED CAPITALISM
ZONE OF
INNOVATION
1890 2005
1915 2020
2050
ZONE OF
INNOVATION
MIGRATION
PATH
MIGRATION
PATH
ZONE OF
MUTATION
ZONE OF
MUTATION
ELECTRICITY
INTERNET
MOBILE
BIG DATA
IOT
CLOUD
+
+
COMBUSTION ENGINE
Zero marginal cost
THE PREMIUM PUZZLE
Photo by Brooke Lark on Unsplash
IDENTITY“They built a boat to put my life on, then
they gave me a crew and made me the
captain and told me i could sail
wherever i want.”
Photo by Siddharth Bhogra on Unsplash - Shoshana Zuboff
#1
http://www.180360720.no/?p=5227
We are living in the age of mass individualization. No
two people get the same Google search result, see
the same products on amazon.com, have the same
Facebook feed or iTunes catalogue. Every smartphone
is unique two minutes after its first boot. 
We are living in an age where the new mega industries have all become personal services industries and the old
incumbents are still struggling to put out a mass product at almost no margin or cost (e.g. digital news media, insurance,
banks, bikes, cars, tooth picks etc.).
INDIVIDUALIZATION#2
“A REVOLUTION DOESN’T HAPPEN WHEN SOCIETYADOPTS NEWTOOLS
IT HAPPENS WHEN SOCIETYADOPTS NEW BEHAVIORS.”- CLAY SHIRKY, US NOW
Photo by Josh Calabrese on Unsplash
NEW MODELS AND METHODOLOGIES THATARE ABLE TO FUELT H E N E W S Y S T E M - AT IT’S PACE
Fuel + Hardware & OSGovernance, Management,Teams,Talent, Coordination, Strategy, Decisions etc.Data, Experience, Information, Insight
«[organizations] get fixed on measuring their solution,
not the job they’re being hired to help solve..»
- Des Traynor, Co-Founder, Chief Strategy Officer,VP of Marketing, Intercom -
- https://blog.intercom.com/your-product-is-already-obsolete/
PHOTO BY JONATHAN SIMCOE ON UNSPLASH
IOT + External Data + Space Img.
We don’t know what this data will do to organizations
Computer Vision + Machine Learning
How can the curve be exponential?
Because we will get access to data we didn’t even know
existed - it’s far outside the capacity of our imagination
Sensors
Processing power
(Doubles every 12 months)
Data Volume
(Doubles every 18 months)
Systemix
Compexity
Big Data allows evidence-
based decision-making
SOURCE: DIGITAL GROWTH. SOURCE: DIRK HELBING
SOURCE: PLANET.COM
Most of our future data won’t be our own - IBM Watson planet.com
PHOTO BY SHARON PITTAWAY ON UNSPLASH
DESIGN THINKING 3.0
Why are we using the terminology Design thinking 3.0? Well, we could be using just Design
Thinking, but we want to underscore that this is a further developed version of DT. Both in the
sense that we are going to do the test integrated in the services and communication we
are already offering.And we are getting results and responding in real-time.This is not
design thinking as a slow cumbersome process. But design thinking engineered to fit
inside the fast paced every day operations of the industry and its markets.
“JUST MAKE SOMETHING AND KEEP FIXING IT”- BURT RUTAN
PROBE-SENSE-RESPOND- DAVE SNOWDEN
“KERNELL”- ROBIN CHASE
AVOIDING THE HAWTHORNE EFFECT- EPLEKAKE
THE FUTURE COMES WITH A PREMISE - AND WE NEED TO
SOLVE THE PROBLEM WORKING INSIDE THIS PREMISE
Today companies need insight to make decisions that
challenge their assumptions, their core technology,
vector, processes and core business models.
Insight that challenge their customers own perception
of what they want.And in a format and through a system
that distributes this knowledge to every talent and team
empowering them to make their own decisions in their
interactions with the customer.
All in real-time
- Helge Tennø -
THANKYOU

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Input Variables - Presentation ADC*E Festival ‘17

  • 1. INPUTVARIABLESTHERE IS A GAP BETWEEN WHAT WE WANT OUR ORGANIZATIONS TO BECOME AND WHAT WE PUT INTO THEM TO GETTHERE PHOTO BY SEBASTIEN GABRIEL ON UNSPLASH Friday 09th November 2017
  • 2. FUEL + HARDWARE & OSGovernance, Management,Teams,Talent, Coordination, Strategy, Decisions etc.Data, Experience, Information, Insight
  • 3. OUR IMAGINATION IS LIMITED BY THE TOOLS WE USE TO UNDERSTAND THE WORLD PREMISE:
  • 4. EXPERTS ARE A DANGEROUS SPECIES The problem with experts is that they easily loose their ability to change their mind.They get stuck. Smart people in smart rooms figuring out smart ideas….
  • 5. WE ARE USING OLD MODELS TO COLLECT NEW DATA ABOUTTHE WORLD - BUT BECAUSE WE ARE USING OLD MODELS AND METHODS WE ARE ONLY PICKING OUR DATA FROM THE SAME POOLS OF EXPERIENCE AND INFORMATION - SERVING US THE SAME PERSPECTIVE OF THE WORLD AS WE ARE USED TO SEEING
  • 6. ALMOST EVERY ORGANIZATION IS DESIGNED TO CRASH INTO A WALL:
  • 7. A business is distilled down to nine elements A human is distilled down to three elements BUSINESSES HAVE BEEN VERY POOR AT UNDERSTANDING PEOPLE UNINTERESTED IN
  • 8. .OUTCOME .EFFICIENCY .RATIO - Clayton Christensen - PHOTO BY DANIEL LEONE ON UNSPLASH COMPANIES SHYAWAY FROM CUSTOMER DATA BECAUSE IT’S TOO COMPLEX - ORGANIZATIONS ARE EFFICIENCY MACHINES MEANING IF IT’S NOT MEASURABLE AND IT DOESN’T FIT INTO AN EXCEL SPREADSHEET CELLWE ARE NOT GOING TO USE IT
  • 10.
  • 11. A TAXleadership has to pay in order to argue they were doing the right thing old, slow, static formats, not distributed, not in a system of action, promotes einstellung, avoids outliers, creative opinions and is infested with the Hawthorne effect. Our imagination is taken hostage by our old code The current insight industry is designed to fit customers to company’s problems to prove that what you are already doing is the right thing SOURCE: HTTPS://OPENCLIPART.ORG/ Customer insights has become
  • 12. WE ARE NOW NOTAN INCREMENTAL IMPROVEMENT PATH TO INCREASED EFFICIENCY ..WE ARE ON OUR WAY FROM ONE CHAPTER OF CAPITALISM TO THE NEXT…
  • 13. EARLY CONSUMERS PROPRIETARY CAPITALISM MASS CONSUMERS MANAGERIAL CAPITALISM NEW SOCIETY OF INDIVIDUALS DISTRIBUTED CAPITALISM ZONE OF INNOVATION 1890 2005 1915 2020 2050 ZONE OF INNOVATION MIGRATION PATH MIGRATION PATH ZONE OF MUTATION ZONE OF MUTATION ELECTRICITY INTERNET MOBILE BIG DATA IOT CLOUD + + COMBUSTION ENGINE Zero marginal cost - Shoshana Zuboff - INNOVATION IS A DISEASE Photo by adrian on Unsplash - SHOSHANA ZUBOFF -
  • 14. Industry convergence is the most anticipated trend the next three to five years (2015). Driven by such things as a different fuel or data. “Google is getting into the grocery business to protect the profitability of its ad display business, and Amazon is getting into the business because it wants to sell the world to the world,” .convergence “Agrochemical giant Monsanto is moving into “data-driven farming,” for example, with the creation of real-time tools to help farmers maximize crop yields” “..historically, mutations have superseded innovations when fundamental shifts in what people want require a new approach to enterprise: new purposes, new methods, new outcomes.” - Shoshana Zuboff
  • 15. «TO GET THE BEST POSSIBLE OUTCOME FROM WHAT WE PUT IN» Farmers get up every morning because they have a job to solve:
  • 16. link
  • 17.
  • 18.
  • 19. EARLY CONSUMERS PROPRIETARY CAPITALISM MASS CONSUMERS MANAGERIAL CAPITALISM NEW SOCIETY OF INDIVIDUALS DISTRIBUTED CAPITALISM ZONE OF INNOVATION 1890 2005 1915 2020 2050 ZONE OF INNOVATION MIGRATION PATH MIGRATION PATH ZONE OF MUTATION ZONE OF MUTATION ELECTRICITY INTERNET MOBILE BIG DATA IOT CLOUD + + COMBUSTION ENGINE Zero marginal cost THE PREMIUM PUZZLE Photo by Brooke Lark on Unsplash
  • 20.
  • 21. IDENTITY“They built a boat to put my life on, then they gave me a crew and made me the captain and told me i could sail wherever i want.” Photo by Siddharth Bhogra on Unsplash - Shoshana Zuboff #1
  • 22. http://www.180360720.no/?p=5227 We are living in the age of mass individualization. No two people get the same Google search result, see the same products on amazon.com, have the same Facebook feed or iTunes catalogue. Every smartphone is unique two minutes after its first boot.  We are living in an age where the new mega industries have all become personal services industries and the old incumbents are still struggling to put out a mass product at almost no margin or cost (e.g. digital news media, insurance, banks, bikes, cars, tooth picks etc.). INDIVIDUALIZATION#2
  • 23. “A REVOLUTION DOESN’T HAPPEN WHEN SOCIETYADOPTS NEWTOOLS IT HAPPENS WHEN SOCIETYADOPTS NEW BEHAVIORS.”- CLAY SHIRKY, US NOW
  • 24. Photo by Josh Calabrese on Unsplash NEW MODELS AND METHODOLOGIES THATARE ABLE TO FUELT H E N E W S Y S T E M - AT IT’S PACE
  • 25. Fuel + Hardware & OSGovernance, Management,Teams,Talent, Coordination, Strategy, Decisions etc.Data, Experience, Information, Insight
  • 26.
  • 27. «[organizations] get fixed on measuring their solution, not the job they’re being hired to help solve..» - Des Traynor, Co-Founder, Chief Strategy Officer,VP of Marketing, Intercom - - https://blog.intercom.com/your-product-is-already-obsolete/ PHOTO BY JONATHAN SIMCOE ON UNSPLASH
  • 28. IOT + External Data + Space Img. We don’t know what this data will do to organizations Computer Vision + Machine Learning How can the curve be exponential? Because we will get access to data we didn’t even know existed - it’s far outside the capacity of our imagination Sensors Processing power (Doubles every 12 months) Data Volume (Doubles every 18 months) Systemix Compexity Big Data allows evidence- based decision-making SOURCE: DIGITAL GROWTH. SOURCE: DIRK HELBING SOURCE: PLANET.COM Most of our future data won’t be our own - IBM Watson planet.com
  • 29. PHOTO BY SHARON PITTAWAY ON UNSPLASH DESIGN THINKING 3.0 Why are we using the terminology Design thinking 3.0? Well, we could be using just Design Thinking, but we want to underscore that this is a further developed version of DT. Both in the sense that we are going to do the test integrated in the services and communication we are already offering.And we are getting results and responding in real-time.This is not design thinking as a slow cumbersome process. But design thinking engineered to fit inside the fast paced every day operations of the industry and its markets. “JUST MAKE SOMETHING AND KEEP FIXING IT”- BURT RUTAN PROBE-SENSE-RESPOND- DAVE SNOWDEN “KERNELL”- ROBIN CHASE AVOIDING THE HAWTHORNE EFFECT- EPLEKAKE THE FUTURE COMES WITH A PREMISE - AND WE NEED TO SOLVE THE PROBLEM WORKING INSIDE THIS PREMISE
  • 30. Today companies need insight to make decisions that challenge their assumptions, their core technology, vector, processes and core business models. Insight that challenge their customers own perception of what they want.And in a format and through a system that distributes this knowledge to every talent and team empowering them to make their own decisions in their interactions with the customer. All in real-time - Helge Tennø -