1. BECOMING A LIVING BUSINESS
A framework for human-centered transformation
BECOMING A LIVING BUSINESS
A framework for human-centered transformation
Jackie Jones & Alex Jones
2. A new way to
Think about Transformation
Becoming a Living Business
3. We believe a Living Business
is one that is wired for
flexibility, and has the ability
to shift and reshape as the
external environment and
expectations change.
Becoming a Living Business
3
4. Personality
The behaviors, beliefs, and values that shape the
experience of your company. What’s the core
purpose and mission that directs the whole
organization's activities?
A Living Business Balances
Four Vital Signs
Relationships
Craft
Instinct
Personality
Instinct
The internal wiring of the organization that
empowers people to operate and make decisions
autonomously; this increases the speed of
change and innovation.
Craft
The essence of what your business does, and
what each person within the business
contributes. It’s about the combination of skills
that make its offering unique.
Relationships
The strength of the relationships within your
business’s ecosystem; including each colleague,
customer, partner, and wider society.
Becoming a Living Business
5
5. Show
The digital and physical experiences that
manifest the brand purpose through everything
the business does.
A Living Business Recognizes
Its Biases
Relationships
Craft
InstinctPower
Platforms, infrastructure, and capabilities
required to implement, power, and maintain the
desired target experience, purpose, and
expectations.
Tell
Marketing, branding, and advertising strategies
and campaigns that take the brand purpose to
the world.
Behave
Cultural, operational, and processes that
manifests the organization’s purpose through and
every internal interaction.
show tell
power behave
Becoming a Living Business
Personality
6. Making a
Living Business Real
Relationships
Craft
Instinct
show tell
power behave
DESIGN THINKING
DIGITAL INNOVATION
STORE EXPERIENCE
BRANDING
CONTENT STATEGY
IMAGE & AWARNESS
OPERATIONAL STRUCTURE
OBJECTIVES & KPIS
PLATFORMS
CULTURAL VALUES
TALENT
SPACE DESIGN
Becoming a Living Business
Personality
7. Traditional organizational models are becoming irrelevant.
VITALITY is the key to future performance. Our research proves it.
71%
of surveyed global
organizations said
traditional
approaches to
reinventing
themselves have
become increasingly
irrelevant —
26%
Performed better on a profit/revenue
scale, compared to organizations with
low levels of vitality
29%
Performed better on a scale that measured
how prepared organizations are to survive
future disruptions
Note: Accenture research as based on a survey of 381
global organizations across the consumer goods, retail,
and financial services industry. Accenture measured
‘vitality’ across 5 dimensions - Sustaining, Targeting,
Designing, Building/Iterating, Connecting.
Becoming a Living Business
9. Globally, large organizations are
attempting a transformation of their
businesses. Often putting people-
first and design at the heart.
From these dozens of organizations
and transformation programs we’ve
experienced, we have identified
some consistent and common
observations.
8 Doors to a
Living Business Spark
Split
Reflect
IllustrateSprint
Partner
Nurture
Infect
LB
Audit
Human-Centered
Transformation
Becoming a Living Business
10. Becoming a living business
Spark
the Change
What intervention will ignite a mix of excitement and fear
and establish a cross-business commitment to change?
—Pick a metric & ruthlessly
pursue it
—Run an immersive learning
‘field-trip’
—Select a key intervention
—Pick a date for a launch – EOY
results?
Becoming a Living Business
11. Becoming a living business
Split
the Transformation
Separate the two, distinct tracks of work required
to transform your organization.
THE HYGIENE: Doing the basics brilliantly
—Infrastructural
—Predictable
—Mandatory
THE FLAIR: Create new opportunities
—Innovative
—Unknown
—Risky
Becoming a Living Business
12. Becoming a living business
Reflect from a
People Perspective
How do your customers, colleagues or partners
experience your business? Are you really solving
their problems?
—Primary research – establish true
empathy
—Blend emotional qualitative and
unequivocal quantitative findings
—Visualize simply and holistically
—Be brutally honest and provocative
Becoming a Living Business
13. Becoming a living business
Illustrate
the Vision
Boil your strategy or vision down into something memorable,
visual and repeatable. It’s key to adoption.
—Brand your transformation.
—Start with ‘why’
—Make the vision memorable &
repeatable
—Target emotions + rationale
Becoming a Living Business
14. Becoming a living business
Sprint at
Digital Pace
Incubate a space within your organization that
operates with new ways of working, to deliver on
your vision at pace.
100 Days
10WEEKMVP
—Incubate a new way of working
and space
—Prove or disprove hypotheses
rapidly
—Use clear objectives to focus the
team
—Bring experts and new-comers
together
Becoming a Living Business
15. Becoming a living business
Partner with
Open Arms
How do your customers, colleagues or
partners experience your business? Are you
really solving their problems?
—Shift from corporation to
constellation
—Partner to fuel your transformation
—Technology, pace, authority and IP
—Consider a Partnerships Lead to plan
Becoming a Living Business
16. Becoming a living business
Nurture an
Engaged Culture
Design thinking and design doing is not enough, you also
need a design culture that is native to innovation.
—Culture is not designed or installed –
a ‘third way’
—Culture creates change momentum
—Create security with empowerment &
idiosyncrasies
—A proactive and productive culture
beats product
Becoming a Living Business
17. Becoming a living business
Infect the
Organization
It’s the responsibility of any transformation initiative
to instill its values and methods into adjacent areas of
the business.
—Innovation Hubs don’t scale
transformation
—Transformation on the outside and
inside
—Digital + Physical + Human
—Colleagues are customers too
Becoming a Living Business
18. Becoming a living business
Rather than a fixed, step-by-step
process, we see these observations
as ‘doors’ that can be accessed in
any order.
They are triggers to transformation
in your organization.
This story
is rarely linear Spark
Split
Reflect
IllustrateSprint
Partner
Nurture
Infect
LB
Audit
Human-Centered
Transformation
Becoming a Living Business
19. Becoming a living business
Spark
Split
Reflect
IllustrateSprint
Partner
Nurture
Infect
LB
Audit
Human-Centered
Transformation
The Infectious
Spiral
—Start small.
Repeat and infect
—Test in a risk-free
environment
—Audit once
confidence has
been established
Becoming a Living Business
20. Becoming a living business
Spark
Split
Reflect
IllustrateSprint
Partner
Nurture
Infect
LB
Audit
Human-Centered
Transformation
—Start big. Consider
corporate strategy
—Organization-
wide, inside and
outside
—Audit before you
begin
The Wholesale
Rewire
Becoming a Living Business
21. Becoming a living business
LB
Audit
Human-Centered
Transformation
—Start anywhere.
Follow the business
currents
—Nudge
transformation one
door at a time
—Audit to provoke—
seek change
through
commitment
The Serendipitous
LeapSpark
Split
Reflect
IllustrateSprint
Partner
Nurture
Infect
Becoming a Living Business
22. We believe
human-centric
problem solving
and design is
the differentiator
that sets apart
those organizations
that will not only
survive, but thrive.
1. Check your vital signs
and consider the balance in your organization
2. Consider your transformation path
- it’s unique to your business
3. Open a door
and kick start your journey
23. BECOMING A LIVING BUSINESS
A framework for human-centered transformation
BECOMING A LIVING BUSINESS
A framework for human-centered transformation
Thank you
Notas do Editor
Personality:
The behaviors, beliefs and values that shape the experience of interacting with your company – whether as a customer or a colleague. Much more than just brand, it’s everything you exhibit to the world.
Instinct:
How your company responds to difficult situations. If you empower and trust your colleagues to make decisions without needing to feed up through higher management each time, change will happen more nimbly.
Craft:
The essence of what your business does, and what each person within the business contributes. It’s about the combination of skills that make its offering unique – and impossible for your competitors to replicate.
Relationships:
Every relationship within the business’s ecosystem, including each colleague, customer, supplier and wider society. Great business has always been founded on great relationships – but now more than ever.
Personality:
The behaviors, beliefs and values that shape the experience of interacting with your company – whether as a customer or a colleague. Much more than just brand, it’s everything you exhibit to the world.
Instinct:
How your company responds to difficult situations. If you empower and trust your colleagues to make decisions without needing to feed up through higher management each time, change will happen more nimbly.
Craft:
The essence of what your business does, and what each person within the business contributes. It’s about the combination of skills that make its offering unique – and impossible for your competitors to replicate.
Relationships:
Every relationship within the business’s ecosystem, including each colleague, customer, supplier and wider society. Great business has always been founded on great relationships – but now more than ever.
Personality:
The behaviors, beliefs and values that shape the experience of interacting with your company – whether as a customer or a colleague. Much more than just brand, it’s everything you exhibit to the world.
Instinct:
How your company responds to difficult situations. If you empower and trust your colleagues to make decisions without needing to feed up through higher management each time, change will happen more nimbly.
Craft:
The essence of what your business does, and what each person within the business contributes. It’s about the combination of skills that make its offering unique – and impossible for your competitors to replicate.
Relationships:
Every relationship within the business’s ecosystem, including each colleague, customer, supplier and wider society. Great business has always been founded on great relationships – but now more than ever.