"Prime Movers, by reconfiguring, draw new boundaries thereby erasing old system definitions. ... moving from narrow and traditional competences to mobilizing broader (and developing new) competences, and from accepting the existing business definitions and rules of the game to imposing new rules of the game that transcend traditional industry boundaries and business system definitions.
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Prime Movership not only as a set of objective, observable behaviors, but also as a mode of being, a mind-set.
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Companies with a strong identification with their product (or production process) rarely become reforming Prime Movers although it is not uncommon for them to think of themselves as such. Those who do typically have a mental orientation more related to a broader notion of value creation. They look at the overall functioning and the larger, overall system in which they themselves are a part. We will refer to this as upframing.
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A company that wants to expand its notion of the Value-creating System in which it works may start by systematically looking at the life cycles of the products and the total value-creation contexts of the customers with which it works.
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A particularly fruitful way of reframing, in our experience, is to focus on the customer of the company as the major stakeholder, and to mentally frame oneself as part of the customer’s business. [Moi ici: Pensar nos inputs em vez de começar pelos outputs] … A major conceptual implication of doing so is to move away from the traditional industrial view of the customer offering as an output of one’s production system to a view in which the customer offering is seen as an input in the customer’s value creating process. [Moi ici: Tremendo insight!!!] This requires the company to understand the customer’s business and value-creating process and use that as the basic framework within which one defines one’s business."
Tremendo este Richard Normann e o seu "Reframing Business"!!!
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