DISCOVERY INNOVATION GROWTH Leading Edge Talent Development
A leadership Game to understand the whole business perspective from customer insights to value creation You can hig ighlig ight le learning points ts of of your choice: customer centricity, innovation, marketing, business acumen, growth, value creation, entrepreneurship, collaboration, team performance, and leadership Allowing teams to perform in a new world where, outs tside of of their ir comfort zone and in in a fun and ris isk-free envir ironment, they can develop the leadership skills required for a business environment characterized by increase sed cu customer po power Currently availa lable le in in 6 la languages: English, French, Spanish, Russian, Chinese, and Korean and completely web-based adapted for on-line sessions with participants in different locations www.digbusinesslearning.com p. 2
DIG is developed at Insead by Professor Jean-Claude Larreche Co-founders of DiG Business Learning Network Jean-Cla laude Larreché, Alfred H. Heineken Professor of Marketing at Insead. The development of the DIG leadership game has benefited from INSEAD research and business applications associated with Professor JC Larreche’s book “ The Momentum Effect ” . Before being made available to a wider audience, DiG iG has been tested and im improved with more than 1500 1500 parti ticipants in in more than 500 500 teams and from mor ore than 50 50 countries. Jean-Cla laude Larreché and Yvette Roozenbeek, co co- founders of of DiG DiG Business Learning, g, are building a large global network of certified instructors to make DiG widely available for companies, governments or schools whatever the location, sector or size. www.digbusinesslearning.com p. 3
DiG is a business game based on learning by doing Teams of of 2 to to 4 partic icipants manage a firm which designs and commercializes an innovative product, the Magic ic Pen en Objective : maximiz ize earnings growth over a 5 year perio iod by discovering customer insights, testing them, introducing innovations, improving the customer experience, and implementing market deployment activities All ll teams independently face the same situation and they com ompete indirectly to obtain the best results The DiG Learning Experience is a fun, fast pace, hands- on, and exhila larating experie ience, which is suited for the long-term retention of key learning objectives www.digbusinesslearning.com p. 4
Participants go over the whole business value chain • Understanding the particularities of a new unknown business situation • Process of development of a customer offer : customer insights, testing, design • The cost of non-innovation and creating options through innovation • Selection of customer value components and propositions • Creation of power offers and selection of growth boosters • Effective pricing decisions and the various meanings of customer value, understanding WTP (willingness to pay) behaviours and achieving customer engagement • Deployment of resources for effective market development • Creation of quality growth and business value • Monitoring of key performance drivers • Adapting to the requirements and opportunities of an uncertain environment www.digbusinesslearning.com p. 5
The DiG user interface dashboard from which the game is managed by the teams www.digbusinesslearning.com p. 6
Learnings from a DiG simulation session • Customer centricity: bridging the gap from a vague understanding of customer orientation to a pragmatic appreciation of real customer focus, the requirements for customer insights, and the overall process to transform customer focus into business value • Innovation : developing a broad innovation culture, emphasizing the importance of customer insights in an open-innovation environment and the link with value creation • Marketing: providing a value creation perspective on the role of marketing, from the identification of customer insights to the development of power offers and the execution of effective market strategies • Business ss acumen: illustrating and practicing the whole business process from customer insights to innovation, market deployment, and value creation • Team performance : revealing and applying the drivers of effective team performance in a realistic and intense business environment • Leadership : exposing and developing the ambidextrous skills of innovation and execution required in the value creation process • Growth: building a shared acknowledgement that each individual has unlimited opportunities to participate in the creation of quality growth, from the identification of customer insights to the aligned execution of a business strategy www.digbusinesslearning.com p. 7
Our clients tell their stories Em Emma How Howe, He Head ad of of Mar arketin ing, g, Bayer - CHI HINA “Participating in the DiG leadership game was a fun and valuable learning experience. The game presents a realistic business scenario in which to apply your knowledge of the innovation process in order to achieve sustainable business growth. It can quickly highlight your bias to spend more time & resources in one area and how this often comes at the cost to the overall goal. With each round the team starts to understand these implications and learns to adapt their current strategy to deliver even more growth. It is a really great tool to get your team thinking differently about how they approach innovation as a whole” Antonio io Rey Ruiz uiz, Glob lobal Strategic Initia nitiativ ives Dir irector, CSC SC – DEN ENMARK “Working in well-defined and challenging business environments, and getting results and feedback about the decisions taken in different areas, provide a unique opportunity to develop key leadership skills to manage today's uncertain business world. DiG is a fantastic tool that enables that powerful learning in a short period of time. ” Bar art Denolf olf, Internatio tional Dir irector, Pepe pe Jean ans Lo London - SPAIN “The DIG leadership game is a very balanced and practical way to clearly understand the importance and necessity of discovering and experimental learning which leads us to understand our customers. In that sense innovation and exploring with a very open mind appears to be key. This discovery of our customers and their needs is value creating and will make us be 1 step ahead of our competitors. It is a simulation where you have all aspects of real business/life; negotiation with your peers, learning curves, time pressure and result driven. ” Andrew Barrett, Global Business Manager, Large Motor Solutions, Moog Inc. - IRELAND “Many organisations spend so much resources on developing great processes and new ways of working, but underestimate effort required to gain adoption required to deliver the promised value. I found the DiG leadership game extremely useful as it brilliantly emphasises (a) the difficulties in gaining adoption within an organisation, (b) the need to plan, act and adjust as you go along and (3) how a “project” team works together can affect the path forward and result. ” www.digbusinesslearning.com p. 8
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