negocios inclusivos y la puesta en marcha: caso ideo.org, construir capital social
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Negocios Inclusivos y la puesta en marcha. Caso IDEO.org, construir capital social
II CONFERENCIA INTERNACIONAL DE NEGOCIOS INCLUSIVOS 2017
Designing for Agency
The Business of Building
Social Fabric
Hi, I’m John.
Business Design
Lead at IDEO.org
@johncollery
@ideoorg
We’re going to talk about building a
business in The Democratic Republic
of Congo, but first, let’s talk about
IDEO.org
IDEO.org improves the lives
of people in poor and vulnerable
communities through design.
YOUTH REPRODUCTIVE
HEALTH
MSI + IDEO.org
How might we create a revolutionary clinic experience tailored to teen girls in Zambia and Kenya?
DKT + IDEO.org
How might we increase adoption of long-lasting contraceptive methods in the DRC?
DFID + IDEO.org
How might we expand economic opportunities for youth in East Africa?
DFID + IDEO.org
How might we improve the livelihoods of small-scale farmers by reducing waste and spoilage?
UNHCR + UNICEF + IDEO.org
How might we improve education and expand learning opportunities for refugees?
FINANCIAL HEALTH
Gates Foundation + Airtel + IDEO.org
How might we use the rapid expansion of mobile money in East Africa to build new financial services?
JPMC + IDEO.org
How might we design digital tools to help low-income Americans improve their financial health?
LAUNCHPAD
d.light + IDEO.org
How might we replace kerosene with an ultra-affordable solar lantern in India and Africa?
Proximity + IDEO.org
How might we apply emerging sensor technology to improve farming in Myanmar?
At IDEO.org we start
with questions
And today we’re here to talk about
inclusive business
To me, that means talking about
business as a tool to create stability
and design as a tool to create agency
in unstable, fractured communities
Inclusive business should start by
asking
What kind of society are we seeking
to design for and who will be the
people to create it?
I believe that design is optimism
And that that well designed, inclusive,
pro community businesses can create
and sustain the connections required
for a more compassionate, inclusive,
and prosperous society.
But why agency and not just inclusive
business?
Poverty Tricks People
It creates a poverty of the mind
We forget about dreaming and being
ambitious for a future that might be
It prevents us from being active,
engaged citizens
And all of a sudden, community and
society become things that are
created for us, things that we are
given, instead of things we design
ourselves
We learn to accept things instead of
challenging them.
We learn to say thank you instead of
asking why.
We become passive consumers of
society and not the creators of it
Design for agency
breaks that cycle
Designing the conditions that support
individual and community agency
allows for ambition and ownership to
reemerge
At IDEO.org, agency starts with a
question:
What’s stopping you from leading the
life you want?
So what does Design for Agency look
like?
Let’s talk Congo
A Community-Owned Enterprise in the DRC
ASILI
Initial Goals
Reduce under 5 mortality
Create economic independence
Increase social stability
Principles
Community Owned and Permanent
Sustainable and Economically
Impactful
Collaborative
Locally Relevant
Led by the Local Team
Affordable but not free
Partnered with other businesses
World Class, Transparent
Services
Asili’s Impact
Millions of liters of water sold
13,000 paid consultations
completed
Thousands of tons of potatoes sold
and incomes increased up to 240%
Adjacent business growth
A diversifying business model
Deepening Community
Engagement
Co Design of New Messaging and
Brand
Constant Experimentation
New, Bigger Questions
Today, Asili is still about world class
services but it is also about
harvesting ideas and creating new
space for dreams and ambition to
emerge
It is rebuilding the social fabric of
communities and providing new hope
in the eastern DRC
What we know about building
inclusive businesses
Good ideas are everywhere. Finding,
supporting, and elevating them is our
biggest task
The emergent possible is powerful
Real relationships with consumers
and users are the baseline of great
design
Start from a place of learning
Build early and be ready to rebuild
Create the space and supports
required for your team to have the
confidence to try new things
Allow the team make decisions and
let the market, not your own biases,
say whether that decision was right or
wrong
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