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How to ignite a community Coworking Spain Conference, Barcelona, 2016 Gunes Kocabag, Senior Associate, Claro Partners
Share your thoughts? @claropartners #CwSC
WHO WE ARE
Claro Partners is an interna9onal business innova9on and service design firm.
We make sense of disrup9ve shiBs in business and society to develop new market opportuni;es, strategies and business models.
We deliver business innova9on and service design in the context of disrup9ve shiBs:
Access Services enabled through networks Micro-‐enterprises Autonomy in Alignment
Ownership Services delivered by companies Large corpora;ons Hierarchy and control Request our point of view paper on each of
these topics at [email protected]
Co-‐working is not about shared office space… it’s about the future of doing business.
New lifestyle, values and behaviours
New social expecta;ons and values about both companies and employment
New capabili;es to get things done independently
New balance of economies of scale vs.
economies of small
The future of doing business will be dras9cally different
We need new organiza9onal design
for a new dynamic reality
“I don’t want people telling me what to do, I want challenging tasks, I don’t care about money as long as I get paid enough, and I want equity.”
“We’re hired to constantly be looking around for the most valuable work we could be doing”. Valve employee
A new model of work
/ EMPLOYER
/ COLLEAGUES
/ SPACE
/ TIME
/ TASKS
You choose your…
/ METHODS
Co-‐crea;on and exchange of value
You don’t work in a silo…
/ SHARED CONTEXT
/ SHARED PURPOSE
/ SHARED VALUES
A system where value is co-‐created and exchanged in a distributed way by a network of par;cipants. • CollaboraAve consumpAon • Sharing economy • On-‐demand economy • P2P services • Access economy • …
Value Exchange Networks (VXNs)
46 Stakeholder interviews 39 Expert interviews, plus secondary research
99 Ethnographic sessions
Collabora;ve and individual workshops with the par;cipa;ng companies
The basis of our thinking: two 6-‐month global open-‐innova9on projects
Business Perspec;ve + People Perspec;ve + Systems Perspec;ve
USA
BRAZIL
UK CHINA
INDIA SPAIN JAPAN
DENMARK
SKILLS CONNECTIONS KNOWLEDGE
RESOURCES
Value Exchange Networks are based on exchanging value in networks
Value Exchange Networks differ from tradi9onal business on several levels
TRADITIONAL BUSINESSES
CONTROL Command and control chain Diffusion of control
VALUE CREATION Centralised value crea;on Decentralised value co-‐crea;on
LABOUR EFFICIENCY Aims at efficient labour use Redundancy and flexibility of roles
RESOURCES Resource alloca;on Resource a]rac;on
REWARDS Monetary rewards Non-‐monetary rewards
GROWTH Planned growth Network effects
ACCOUNTABILITY Clear role responsibili;es Diffusion of responsibility
VALUE EXCHANGE NETWORKS
Coworking as a Value Exchange Network
A system where value is co-‐created and exchanged in a distributed way by a network of parAcipants.
How can we design a co-‐working space as a value crea;on network?
A.K.A. How to ignite a community?
How to ignite a community
Enable and facilitate rela;onships among your users
Ask the two key ques;ons
Consider all values exchanged when designing your business model
Design networked experiences at all touch points of the user journey
Define your iden;ty
1 2 3 4 5
Enable and facilitate rela9onships among users
Brand facilitates relaAonships in an ecosystem
BRAND
1
Ask the two key ques9ons
• What do they need? • What do they have?
2
Consider all the values exchanged when designing your business model
USER USER t u
Resources Skills
Connec;ons Knowledge
3
Single user experience Networked experience
Design the service journey
Design par9cipatory services
Design networked experiences at all touch points of the user journey 4
EXTEND USE JOIN DISCOVER
Design networked experiences at all touch points of the user journey 4
Define your iden9ty 5
Mul;ple communi;es
One-‐tribe membership
GLOBALISATION
ICT
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
Define your iden9ty 5
How to ignite a community
Enable and facilitate rela;onships among your users
Ask: What do people need? What do people have?
Consider all values exchanged when designing your business model
Design networked experiences at all touch points of the user journey
Define your iden;ty
1 2 3 4 5
And how to sustain it?
The journey | How to start and grow the network?
PSN
Emerge eg. Look for the right condi;ons to create a plaborm for exchange
Seed eg. Start the network in key places, with key actors and the right condi;ons to grow
Nurture eg. Encourage par;cipa;on and help the network to flourish
Weed eg. Discourage or filter out nega;vity which could reduce par;cipa;on in the network
Adapt eg. Allow the network to evolve it needs to
VXN
Landscape of Alterna;ve Models of Ownership & Value Exchange
claropartners.com > login u: pdfa pw: ownership
A toolkit to design a par9cipatory service network leveraged by:
Toolkit | Design a Value Exchange Network
