2014/10/17 12:30 Peter Jones and Antony Upward, “Caring for the Future: The Systemic Design of Flourishing Enterprises”, #RSD3

@redesign @aupward second day #RSD3 “Business and Enterprise Design, Sustainability and Economic Policy” track at Relating Systems Thinking and Design 3, at AHO, Oslo, Norway

This digest was created in real-time during the meeting, based on the speaker’s presentation(s) and comments from the audience. The content should not be viewed as an official transcript of the meeting, but only as an interpretation by a single individual. Lapses, grammatical errors, and typing mistakes may not have been corrected. Questions about content should be directed to the originator. The digest has been made available for purposes of scholarship, posted by David Ing.

Program is at http://systemic-design.net/rsd3-2014/program/

Sustainability as a concept has been around 30 years

  • Bruntland Commission (1987)
  • Sustainable Development
  • Ecological Modernization

Time to change these, problem of the status quo

John Ehrenfeld, around flourishing

  • Sustainable development, which is meant at a moment, so that future generations can enjoy the same benefits of our middle class society
  • Can we say our current world is flourishing?
  • Others may call it thriving
  • Flourishing is not yet scientifically defined:  human and all live on the world, ideally

Ayres (1998) strong versus weak sustainability

  • Strong is close to flourishing, hard to achieve with Bruntland definition, non-substitutability of natural capital with other types of capital
  • This has created either-or, which we want to get away from
  • Want to rename away from “strongly sustainable”, which was the research title

Aim for a new business model as flourishing

  • Aim for compatibility with The Natural Step
  • Living systems theory with supply side sustainability from Timothy F.H. Allen, Joseph Tainter and Hoekstra

The Flourishing Enterprise, sketched in the car

  • Need a new word for stakeholders, could use some help:  community of participants and/or advocates
  • People who have a stake in flourishing

There are plenty of more sustainable and less sustainable business models

  • Sustainable product-service systems (Vezzoli)
  • Dematerialized product-services
  • Circular economy / Supply-waste ecosystems
  • Collaborative consumption
  • Public-private incentive models
  • Regional mutualism

Best:  Unilever, Patagonia, Interface Carpets

Osterwalder and Pigneur, Business model canvas

  • Ontology in dissertation
  • Then design work
  • Big hit in startups
  • But no environmental impact model, no supply chain impacts

Antony Upward’s research:

  • 1. Understand natural and social science of sustainability
  • 2. Ontology of Strong Sustnaable business models
  • 3. Codesigned a Strong Sustainable Business Model Canvas:  tested in workshops

Revise definition of business model

  • Necessary but not sufficient:  rationale of how an org creates, delivers and captures value [in monetary terms]
  • Value is created with satisfiers align with recipient’s world view, and destroyed when they don’t

First version:  14 questions, 9 consistent with Osterwalder

A shared value business model using the Osterwalder canvas

  • Healthcare system, patient-centered, value-oriented

Business model as a formative concept (as Claudio Ciborra might have said)

  • Robert Rosen:  Business model as an anticipatory system, works on encoding and decoding

This is being presented at the Flourish & Prosper conference this week at Case Western http://globalforumbawb.com/agenda/

Sketchnoting of Peter Jones presentation by Patricia Kambitsch at https://www.flickr.com/photos/shagdora/15369534318


#design, #systems-thinking