CO-CREATING A SMARTER PLANET
SENIOR STRATEGIST, SYPARTNERS
CATALYSTS FOR CHANGE When IBM geared up to launch “Smarter Planet,” the company’s new leadership agenda externally in 2009, they wanted to begin with a call to action internally to the entire company to engage with their constituents in a different way—collaboratively, to co-create the future. As senior strategist on the small SYPartners team, I helped enable the global marketing teams in a 10-country pilot before the public launch a few months later.
LEARNING BY DOING Taking a radical departure from standard enablement methods, we provided the pilot countries with interactive kits and invited them to build onto these materials in guided local work sessions. At the heart of our pedagogical belief is that all people—executives and their all employees alike—learn by doing. And that one really only internalizes the learning through practice, empathy and mutual exchange.
ENABLING BEHAVIORAL CHANGE I led the effort in building a series of co-creation sessions focused on shifting the behavior of IBMers around the world—empowering IBMers internally to engage constituents externally. Internal sessions helped establish new connections and deepen existing ones across departments as teams explored topics of shared interest. With external constituents, co-creation allowed IBM engage on topics that matter with their extended network, demonstrating their unrivaled depth and scale. The learning from of our six week pilot were remarkable—and immediately applied to IBM’s marketing teams in 60 countries in a worldwide enablement effort.