{"id":3502,"date":"2018-09-17T20:44:00","date_gmt":"2018-09-17T20:44:00","guid":{"rendered":"https:\/\/creativescrum.nl\/?p=3502"},"modified":"2025-08-30T20:30:21","modified_gmt":"2025-08-30T20:30:21","slug":"changing-the-enterprise-logic","status":"publish","type":"post","link":"https:\/\/creativescrum.nl\/?p=3502","title":{"rendered":"Changing the enterprise logic"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-1024x683.jpg\" alt=\"\" class=\"wp-image-3596\" srcset=\"https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-1024x683.jpg 1024w, https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-300x200.jpg 300w, https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-768x512.jpg 768w, https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-1536x1024.jpg 1536w, https:\/\/creativescrum.nl\/wp-content\/uploads\/2018\/09\/markus-spiske-QozzJpFZ2lg-unsplash-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-1 wp-block-paragraph\">We are transitioning from the information age, marked by analysing and thinking, to the age of imagination, in which the sources of authority are more diffused, less hierarchical, and creativity and imagination are the primary creators of economic value. Turbulent times, indeed.&nbsp;It was Peter Drucker who warned us that \u201cthe greatest danger in times of turbulence is not the turbulence; it is to act with yesterday\u2019s logic\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-2 wp-block-paragraph\">Entering new eras gives rise to new paradigms.&nbsp;During past centuries we have developed certain understandings of doing business. However, changes in the environment force organisations to change their \u2018dominant logic\u2019 regarding the way value is created, and shift from a goods-dominant logic to a service-dominant logic. Why? Because when we buy goods, it\u2019s not about the goods; not at all. It is about the benefits we gain from using them. These benefits are referred to as service. Mind you, the word \u2018service\u2019 in service-dominant logic refers to the process of applying one\u2019s resources for the benefit of others. As such, service transcends both goods and services, i.e. tangible and intangible products.&nbsp;In the service-dominant logic the application of knowledge and skills is the basis for all exchange and goods are merely the vehicles for service distribution.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-3 wp-block-paragraph\">So, how does a shift towards a service-dominant logic materialise within your organisation?&nbsp;As the consumer emancipates, the market changes. The market is now the space where organisations and consumers interact; the space where value is created and captured. Therefore, the market is integral to the value creating process.&nbsp;&nbsp;So, the shift from a goods-dominant logic to a service-dominant logic means&nbsp;moving away from value-adding, up the value chain to a space where you don\u2019t compete on price, but on value created. Value co-created, mind you. And as you co-create value with your customers, the co-creation experience becomes the very basis of value, which&nbsp;is considered interactional, experiential, contextual and meaning laden. So basically, you&nbsp;move the focus from&nbsp;&#8216;marketing to&#8217;, to&nbsp;&#8216;marketing with&#8217;.&nbsp;We can therefore conclude that the goods-dominant logic is yesterday\u2019s logic.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-4 wp-block-paragraph\">A new paradigm doesn\u2019t only mean a shift in how we conceptualise organisations and how value is created; it also means a shift in the way leadership is enacted. To cope with the changing environment, we have to create a new breed of leaders. Leaders who understand that their role has changed. Leaders who view themselves as&nbsp;context setters and designers of learning experiences. Leaders who encourage connectivity among diverse groups to enable distributed intelligence. Leaders who understand that today indirect leadership behaviour is better suited than top-down management. Leaders who understand that leaders are created by the system through a process of aggregation and emergence, acknowledging that the leader is not necessarily the one with the formal position of control.&nbsp;Leaders who are not afraid to invite&nbsp;collective intelligence from outside the organisational boundaries. Leaders who embrace network models and open models. Leaders who facilitate encounters between people.&nbsp;Leaders who are able to redefine industry boundaries and rethink business models.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-5 wp-block-paragraph\">Where do you find such people? Try an imagineer; an explorative consultant who uses the narrative mode while collaboratively shaping a new future. The strategy emerges through interactions between the participants in the strategy process. It is a continuous dialogue. Or better yet, just give me a call on 06-53 36 37 94. We\u2019ll do coffee and chat. Among other things about where this new breed of leaders get&nbsp;<a href=\"https:\/\/www.buas.nl\/opleidingen\/master-imagineering\" target=\"_blank\" rel=\"noreferrer noopener\">educated<\/a>&nbsp;and how you can become part of this new, exciting group of professionals.<a href=\"https:\/\/www.linkedin.com\/in\/banoyizuma\/\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We are transitioning from the information age, marked by analysing and thinking, to the age of imagination, in which the sources of authority are more diffused, less hierarchical, and creativity and imagination are the primary creators of economic value. Turbulent times, indeed.&nbsp;It was Peter Drucker who warned us that \u201cthe greatest danger in times of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38,39,49,42,44],"tags":[],"class_list":["post-3502","post","type-post","status-publish","format-standard","hentry","category-business-development","category-imagineering","category-organisational-change","category-paradigm-shift","category-worldview"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Changing the enterprise logic - Creative Scrum Imagineering<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/creativescrum.nl\/?p=3502\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Changing the enterprise logic - Creative Scrum Imagineering\" \/>\n<meta property=\"og:description\" content=\"We are transitioning from the information age, marked by analysing and thinking, to the age of imagination, in which the sources of authority are more diffused, less hierarchical, and creativity and imagination are the primary creators of economic value. 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