Today we need a completely different type of thinking for designing our business future, one that is highly collaborative, a design thinking approach, to give the “combination effect” of ecosystems, platforms, marketplaces and portfolios.
We need to recognize the value of taking an Ecosystem thinking and design approach.
For far too long business organizations have been trapped in their own silos of thinking and collaborating, achieving only their one perspective of what a market or their customers need
Often this relied on time-consuming research or focus groups and the outcomes were often flawed as the sample size was too small, the market dynamics were evolving and shifting and research of this nature often lags. Also, often executives operate at a significant distance from the market itself to lose that essential contact.
Equally, to quantify the research you often had to make given assumptions or have more advanced prototypes to show and gauge the reaction and thinking. This tended to take you back into a loop of the redesign adding further conflicting views and opinions.
Today we can’t afford such a layered, sequential, and linear system as the competition has become faster, it comes from any point of the globe and advances at a pace it is hard to track and respond to without a highly adaptive, responsive business model design.
We still talk of fast followers and laggards but this has one dangerous assumption, we all want to be like each other and that, will eventually spin us into the race to the bottom.
