sb paris workshop presentation - sb'20 paris...michel et augustin how do i combine desirability...
TRANSCRIPT
INTRODUCTIONThe following toolbox compiles shared experiences and collective thoughts on how to untie the nodes preventing desirable reinvention of businesses to happen.It gives you some food for thoughtand practical insights helping youto become a successful in-home changemaker.
Resistance to change withinorganisations
Reused / oldmaterials aren’t
considered as sexy as new
Sustainabilityis complex and not easilycommunicated
HOW DO I COMBINEDESIRABILITY
CLUSTERS OF DIFFICULTIESWhat are all the issues making this node a particularly difficult one? How can they be clustered so that it’s easier to unlock them one-by-one?
Natural products may
not be the best products
Sustainability isstill considered
niche as opposedto mainstream
Diverging fromstandard product
recipes / characteristics
that will alienateconsumers
Assumingpeople buythe productbecause of itssustainablequalitiesprimarily
Information overload
HOW DO I COMBINEDESIRABILITY
TRAPSTO AVOIDWhat are the “good” bad ideas that might have been experienced but did not work? The “solutions” that do not resolvethe issue?
Embracevulnerability
Acceptincrementalchange
Encourage bravery
HOW DO I COMBINEDESIRABILITY
MILESTONESTO SUCCESSHow shall I proceed step-by-step to launch and deploy my strategy to untie the node?
Oatly
Innocent Drinks
Michel et Augustin
HOW DO I COMBINEDESIRABILITY
BESTPRACTICESWho can illustrate a success story tackling in an original way various clustersof difficulties or milestones?
CO-CONCEPTORS
Querine FaberDANONE
Simon BillyPIXETIK
Jeanne ChaumontFERRERO
Magdalena SumnaDANONE
Kirsten JanssenDANONE
Thomas RadalINDEPENT CONSULTANT
Armel YuerSHISEIDO
Thomas KolsterGOODVERTISING AGENCY
Dorte GjerrildGOODVERTISING AGENCY