Copenhague4_avril_06.ppt

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Published on November 26, 2008

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Copenhague april 4, 2006from Knowledge Society to intangible assets eraAndré-Yves PortnoffGroupe Futuribles andre-yves.portnoff@wanadoo.fr : andre-yves.portnoff@wanadoo.fr 1 Copenhague april 4, 2006from Knowledge Society to intangible assets eraAndré-Yves PortnoffGroupe Futuribles andre-yves.portnoff@wanadoo.fr What exactly is this new society? : andre-yves.portnoff@wanadoo.fr 2 What exactly is this new society? Knowledge Society? Information Society? Communication Society? Internet Society? Or Creation Society? A society based on non tangible assets in the Intelligence Revolution following after the Industrial Revolution? What gives value to an information? : andre-yves.portnoff@wanadoo.fr 3 What gives value to an information? information information information information information information information information information information My Knowledge My Willing, character, mind paterns… My scale of value I decide to select some informations I organize them to create interactions that gives them sense New Knowledge Value Competence What is value? : andre-yves.portnoff@wanadoo.fr 4 What is value? A offer has value « If I can use it » (Knowledge) « If I want to use it » (Willing, emotion) intangible assets produce value : andre-yves.portnoff@wanadoo.fr 5 (Paper+ pencil) = drawing ? It’s not enough! intangible assets produce value global value: emerging properties from system of interactions What creates value? Example of a Book : andre-yves.portnoff@wanadoo.fr 6 What creates value? Example of a Book Creations of Values for the User, the Producer, the others Stakeholders & the Society Paper, Ink, Time, Money + Intangible Assets - Competences & informations - Willing to write, to communicate & Willing to Cooperate with Publisher Production of a Book Time, Money + Intangible Assets - Being able to read and to understand - Willing to spend time to read this book Decision to buy & to read this book Creation of Communication Confidence Emotion Hope of Profit Hope of Profit What creates value? Positive Interactions! : andre-yves.portnoff@wanadoo.fr 7 What creates value? Positive Interactions! Creations of Values for the User, the Producer, the others Stakeholders & the Society Physical & financial Assets + Intangible Assets - Competences & informations - Willing to do & Willing to Cooperate with others peoples Production of a item Physical & financial Assets + Intangible Assets - Competences & informations - Willing to use this item Decision to use this item Creation of Communication Confidence Emotion Hope of Profit Hope of Profit What exactly is this new society? : andre-yves.portnoff@wanadoo.fr 8 What exactly is this new society? Knowledge Society? What is an organisation based on ignorance? Information Society? Alone, information have no value Technological centered vision! Communication Society? Whithout Communication, no Society! Internet Society? a formidable impulse to a more radical revolution: that of the intangible factors. What exactly is this new society? : andre-yves.portnoff@wanadoo.fr 9 What exactly is this new society? A Creation-based Society Because in a fast and permanent changing world, innovation became a permanent necessity for life: creativity is a critical ressource A Society based on non tangible assets Creativity Knowledge, communication, and technology give more and more power to people. The Intelligence Revolution follows the Industrial Revolution : andre-yves.portnoff@wanadoo.fr 10 The Intelligence Revolution follows the Industrial Revolution What exactly is our New Society? : andre-yves.portnoff@wanadoo.fr 11 What exactly is our New Society? Industrial Revolution Competence & Creativity of few people were usefull But Raw Materials & Physical Force were the Criticals Assets, It was possible to force other people to give us their physical strength & lands or raw materials Intangible Assets Revolution Enough Competence to replace any missing raw material. Mobilization of Creativity & Wisdom are the Critical Assets, Lack of Freedom destroy creativity. Enough power to distroy all humanity Slide 12: andre-yves.portnoff@wanadoo.fr 12 The (free) Intelligence Revolution : 1945-XXI th Century intangible factors became more decisive than physical or financial factors Explosion of Knowledge Technical progress Digital Revolution 1973-XXI th Century acceleration of revolution Rise of Individualism Two major factors Slide 13: andre-yves.portnoff@wanadoo.fr 13 « Damocles' era » for the first time, we have enough power to destroy all forms of life on earth in the space of just a few short hours. If we prefer a slower process of self-destruction, let us continue seeking short term financial profits while neglecting the environment Slide 14: andre-yves.portnoff@wanadoo.fr 14 «  Damocles'era » Tchernobyl explosion. - China : SARS and diffusion of AIDS Knowledge is unserviceable if people are not allowed to speak Freedom in an environment which respects the state of law is the first condition to Security. Technological efficiency: Challenger: Thiokol, a too hierachical culture Slide 15: andre-yves.portnoff@wanadoo.fr 15 Explosion of Knowledge Technical progress Citizen & Clients More More Complex Problems Rise of Individualism Two major factors Putting together a rising number of competences drives us to build collective forms of intelligence. We need to convince those who have the complementary talents to join forces with us . How to create value today? : andre-yves.portnoff@wanadoo.fr 16 How to create value today? Complexity constrains to Partnership Nobody, no company, is skilled alone, Only Cooperation builds Competence. A Car : 10000 parts 500 different materials Mecanics, Metallurgy, Materials, Chemistry, Electronics, Computer Science, Optics, Telecommunications, Engeeniring, Software, Management, Logistic, Organization, Design, Ergonomy, Psychology, Sociology, Economics… Today, The Work who Create the Value is… : andre-yves.portnoff@wanadoo.fr 17 Today, The Work who Create the Value is… Relationship Capital Collective Intelligence Intangible Capital of Compagnies No longer muscular part, but: Affective : building links with others with customers to sale! with Society inside company With other companies With complementary skills Intellectual : new ideas, new solutions, creativity Slide 18: andre-yves.portnoff@wanadoo.fr 18 We must shift from Constraint Logic to Partnership Logic with : Customers, Because they have high-sanction power Because they can choose among a worldwide market, Because we need their ideas : co-creation Suppliers, Because we need their skills and it would be too expensive to get their skills by ourselves Collaborators, Because we need their creativity, active skills, personnal and collective engagement Staff: who must be a partner? : andre-yves.portnoff@wanadoo.fr 19 Staff: who must be a partner? Robert Reich: only « symbol manipulators »! A waste of intelligence & creativity Remenber Challenger! We answer: all the staff, from the telephonist and the door-man to the CEO ! Building a coherent collective intelligence Slide 20: andre-yves.portnoff@wanadoo.fr 20 Effectiveness of both Quality Management and Participative Human Resource Management Practices. Kathryn Shaw (Carnegie Mellon U.) Casey Ichniowsky, Giovanna Prennushi (Columbia U.) studied 45 steel finishing lines in the United States (owned by 21 different companies) and compared these to 21 lines in Japan (owned by 3 companies). Conclusion:« progressive human resource practices significantly boost employee productivity and product quality » Slide 21: andre-yves.portnoff@wanadoo.fr 21 A 1% improvement in uptime equates to $200,000 per month in operating profit. Kathryn Shaw (Carnegie Mellon U.) Casey Ichniowsky, Giovanna Prennushi (Columbia U.) What creates value? Positive Interactions! : andre-yves.portnoff@wanadoo.fr 22 What creates value? Positive Interactions! The Dome of Florence, Brunelleschi 1418-1434 : a self-supporting structure, 4 millions bricks, arranged in a herring-bone pattern, The edifice’s value : absolutely different from 4 millions times the price of a brick! This global value is generated by the organization of the bricks and by Brunelleschi’s genius. The global value of a complex system has nothing to do with the sum of its components’ values. The value of a Book is not generated by the number of letters it contains, but by the interactions between letters. Quality of Interactions betwen peoples, betwen departments, builds Collective Intelligence or Collective Blindness, Stupidity, Folly. : andre-yves.portnoff@wanadoo.fr 23 Quality of Interactions betwen peoples, betwen departments, builds Collective Intelligence or Collective Blindness, Stupidity, Folly. Outside actors Civil Society Collective Intelligence not a arithmetically sum of individual competences but a synergy (cf The March of Folly, from Troy to Vietnam, Barbara Tuchman) Slide 24: andre-yves.portnoff@wanadoo.fr 24 Global Dynamic Capital of Organisations Relationship Capital Individual Skills Physical & Financial Assets partenaires partenaires Other Organisations customers Executive Vision Willing Ethic Organisational Capital Structural Capital customers customers La méthode VIP : andre-yves.portnoff@wanadoo.fr 25 12 key capacities 60 indicators Valeur de l’organisation present attractivity Positiv or négative for Shareholders - financials Customers Personnels, candidats Supliers, competitors Society Pérennité par Stratégie claire et partagée Perméabilité à l’extérieur Facilité d’adaptation Renouvellement des compétences Qualité des synergies internes Niveau d'indépendance Gestion des risques La méthode VIP Valeur de l'organisationapplication de la méthode d’évaluation VIP J-L Joyeux, A-Y Portnoff : andre-yves.portnoff@wanadoo.fr 26 Valeur de l'organisationapplication de la méthode d’évaluation VIP J-L Joyeux, A-Y Portnoff Intel Internet : easy information, coalition tool… : andre-yves.portnoff@wanadoo.fr 27 Internet : easy information, coalition tool… Logic shifts from constraint to conviction Slide 28: andre-yves.portnoff@wanadoo.fr 28 Digital Revolution Moore Law, prices cut by 2 every 18 months advantage for individuals and SME’s Communication and transaction costs fall, Easier partnerships, advantage to Networks, Local and long distance partnerships and customers Slide 29: andre-yves.portnoff@wanadoo.fr 29 The two Network Effects, The value of network grows as n(n-1)/2 A network of partners is more efficient than a big centralized group (Linux, Dell versus IBM, Compaq, H-P…) Slide 30: andre-yves.portnoff@wanadoo.fr 30 The two Network Effects, But the same effect helps Big Companies to build monopolistic positions (Windows, Intel) PC: 15% market Windows,Intel: ~ 90 % market

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