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We face wicked problems and scientists tell that can only solve them through collaboration: why not combining strengths of two rather different cultures?
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LOCATION: MÜNCHEN/ DATE: 21-2-2013
CREATE THE DIFFERENCE PRESENTATION
VanBerlo -‐ designfokus Copyright Jan-‐Erik Baars, 2013
COMBINE STRENGTHS!
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The future is not what it used to be!
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In the past, the future was
better than the now!
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Anything goes!
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A better place!
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Today, the past is better than the now!
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Future is hitting us!
We face wicked problems! • Pollution • Sustainability • Saturated consumers • Talent scarcity • Fierce competition • …
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Uncertainty !
How to react?
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?
Different approaches
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Cultures approach uncertainty in different ways – as with innovation and product development!
British
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German
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Dutch
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Dealing with uncertainty:
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“everything that’s uncertain, is interesting…”
“everything that’s uncertain, is dangerous…”
“everything that’s uncertain, is ridiculous…”
Source: G. Hofstede
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1. Authoritarian: Let Steve Jobs do it!
3 ways to solve wicked problems…
2. Competitive: Let the best win!
3. Collaborative: Combining strengths!
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1. Steve can’t do it anymore
...and their feasability.
2. We will have to wait forever
3. The only viable option!
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We can only solve wicked
problems if we collaborate!
Collaborate between cultures!
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What about the Dutch and German?
Typical Dutch…
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Typical German…
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Culture What are strong aspects:
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German strength in innovation: thoroughness, quality, uncertainty avoidance, control…
Dutch strength in innovation: opportunism, witty, flexible, with the flow…
Implications on innovation:
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German strengths: Focused, stringent, goal oriented, Their challenges: Creating new opportunities, flexibility, speed,
Dutch strengths: Openness, confidence, consensus oriented, Their challenges: Processing opportunities, rigidity, stability,
How to tackle an issue:
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German approach:
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Dutch approach:
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Innovation funnel:
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German funnel: Focused on achieving the right quality of outcome: suspicious, thorough, driven
Dutch funnel: Focused on achieving the right quality of input: curious, opportunistic, creative
Innovation funnel:
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German funnel: tight
Dutch funnel: open
Typical German?
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Siemens, Mercedes, DB, etc. High-tech, process, quality, reliable, But: Boring, technology centered
Typical Dutch?
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Philips, TomTom, Unilever, etc. Inventive, creative, opportunistic, But: Not so thorough, human centered
Combining strengths!
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IMAGINE!
Combining strengths!
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A Siemens product, with the design
quality of Philips?
Combining strengths!
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A Philips product, with the build
quality of Siemens?
Innovation Process Combining strengths /
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Dutch push Germans pull
Despite...
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Let’s combine strengths!
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Thank you! /
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Jan-Erik Baars Associate Partner DACH Market
www.vanberlo.nl
www.janerikbaars.com Pictures from iStockphoto ©iStockphoto/designfokus
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