Chapter 2 LANDSCAPE: a big shift in society – growing complexity and the innovation opportunity
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This chapter answers the question: Why do we need new approaches such as Imagineering? The answer to this question turns out to be simple and clear: because with growing connectivity comes growing complexity. The chapter starts with an explanation of the difference between complicated and complex issues. Then it explains how hyperconnectivity brings forth not only VUCA (volatility, uncertainty, complexity and ambiguity) challenges but also important network opportunities, such as increasing the possibilities for value creation and enabling learning. The main part of this chapter focuses on the big shift in value creation in society and the opportunities that this brings for the operating logic. The implication is that we need to rethink marketing and managerial logic. There is an opportunity to reframe value creation from profit to purpose and to build better business for a better world. The chapter closes by reflecting on the complex innovation challenge that stems from this opportunity. We need new innovation logic!

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