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"La cause est donc entendue : l'entreprise – et notamment la grande entreprise – est devenue un mal. Mal absolu selon quelques-uns, mal nécessaire selon les autres. Il lui fallait réagir."
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Sur le chemin de la rédemption, la première étape a été celle du management compassionnel.
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Plus généralement, l'argent versé par l'entreprise à une noble cause vient nécessairement en déduction des sommes affectables à d'autres projets plus rentables. Même si ces initiatives sont précieuses, elles ne peuvent donc pas, pour la plupart, prendre une très grande ampleur.
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"Many organisations spend too long thinking about the value that they receive from the customer and not long enough thinking about the value that they give to the customer. But if they spent a little more time thinking about the latter, they might just receive a little more of the former!"
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The research found that while 65% of organisations used the term, 92% of these used it in a very general sense, with only 8% having a structured process and formal approach to the value proposition that was communicated throughout the organisation.
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However, instead of thinking about the value that they are delivering to the customer from a starting point, businesses predominantly focus on the value that they receive from the customer – viewing the customer as "some great fat cow you milk until it expires", as an "infinite replaceable source".
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"Two-and-a-half years ago, we described eight technology-enabled business trends that were profoundly reshaping strategy across a wide swath of industries.1 We showed how the combined effects of emerging Internet technologies, increased computing power, and fast, pervasive digital communications were spawning new ways to manage talent and assets as well as new thinking about organizational structures."
Surtout, une stratégie client innovante a été mise en place et semble porter ses fruits. L’entreprise danoise met en place un réseau social spécialement destiné aux enfants, my lego networks. Une série de mécanismes est mise en place de façon à garantir un endroit protégé et sûr. Le succès est au rendez-vous. D’après le chef des nouveaux produits de Lego, Paal Smith Meyer ce réseau aurait plus d’un million de membres. Ce n’est pas tout.
The Enterprise Octopus turns things right-side up. It introduces a geographic head to the Enterprise and it’s in the head where all the improvement occurs. First and foremost, note that it’s a mix of all stakeholders occupying the head. That includes employees, partners, and customers. They’re all in there. They can see each other. Connect to each other. Work with each other. And since the “new me” has a radar for a head, I know how and where to focus my attention with any of these people.
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