How to ignite a community

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 POV@claropartners.com

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  

Thank  you!  

Gunes  Kocabag  |  Senior  Associate  gunes.kocabag@claropartners.com  +34  633  953  770  (m)