insights & Innovation Labthe  changing  business  of  community  sport

#vsfwdthinking

#vsfwdthinking

Julian  Waters-­‐Lynch  DOING  SOMETHING  GOOD

@jwaterslynch

#vsfwdthinking

Ollie  Dudfield  VICSPORT

@vicsportAU

#vsfwdthinking

David  Hood  DOING  SOMETHING  GOOD

@DavidAHood

the  end  of  business  as  usual?

• Execu'ng  the  standard  func'onal  opera'ons  within  an  organisa'on,  regardless  of  current  circumstances.  

• Maintaining  the  status-­‐quo  within  an  organisa'onal  or  social  system  -­‐  especially  in  contrast  to  projects  or  programmes  which  might  introduce  or  implement  change.

How  people  connect,  communicate,  share  and  discover  is  changing.  We  are  only  at  the  beginning  of  a  much  larger  movement…and  it’s  forcing  all  organisa=ons  to  adapt…

Business  as  Usual  

a  more  Vola3le,  Uncertain,  Complex,  Ambiguous  environment

Pace

of ch

ange

Time

ComplexityChange

Ability of organisational systems to respond

Complexity gap

the  movement  towards  peer-­‐to-­‐peer

One to Many Few to Few Many to Many

disrup3ve  opportuni3es

Crowdfunding Crowdsourcing

disrup3ve  challenges

Innovators2.5% Early

Adopters13.5%

Early Majority

34%

Late Majority

34%

Laggards 16%

Idea

Com

municate to this group

They communicate to the next

emergence  &  the  diffusion  of  innova3on

Edge

Core

Chasm

“I  very  frequently  get  the  ques=on:  ‘What’s  going  to  change  in  the  next  10  years?’  And  that  is  a  very  interes=ng  ques=on;  it’s  a  very  common  one.  I  almost  never  get  the  ques=on:  ‘What’s  not  going  to  change  in  the  next  10  years?’  And  I  submit  to  you  that  that  second  ques=on  is  actually  the  more  important  of  the  two  —  because  you  can  build  a  business  strategy  around  the  

things  that  are  stable  in  =me…”  

Jeff  Bezos,    Founder  and  CEO  of  amazon.com

and  some  things  don’t  change…

“I  play  sport”  so  that  I  can…

• Feel  good  about  myself  • Fit  in  with  everyone  else  • Feel  connected  to  others  • Feel  I  belong  • Win  and  achieve    • Express  crea'vity

means  values ends  values• Keep  fit  • See  my  friends  • See  myself  improving  • Experience  flow  • Forget  my  worries  • Engage  with  my  local  community

Deeper Drives

what  business  are  you  really  in?

“Experiences  in  the  sharing  economy  derive  their  value  from  that  unique  personal  experience  from  local  experts  that  customers  typically  cannot  get  

from  large  corpora'ons.”

“The  currency  of  the  new  economy  is  trust”

“Shaping  serendipity”

LARPing

THE  FUTURE  OF  AUSTRALIAN  SPORT  SIX  MEGATRENDS  SHAPING  THE  SPORTS  SECTOR

trends: themes & drivers TECHNOLOGY

ORGANISATION

TRIBES & TRUST

EXPERIENCE

now

a look into the

future

• the  rise  of  peer-­‐to-­‐peer  technologies  • scaled  customisa'on    • moving  from  produc'on  to  plaQorms  for  customers  to  create  • a  shiR  from  owning  more  things  to  having  unique  and  memorable  experiences  • the  decline  of  9-­‐to-­‐5  schedules  and  the  rise  of  mobile  free  agents  • job  seekers  priori'sing  purposeful  work  over  secure  long  term  careers      • more  segmented  life  stages  • wearable  technology,  the  quan'fied  self  movement,  and  biometrics  revolu'on  • a  move  from  mass  produc'on  and  mass  marke'ng  to  cater  for  microniches  • accelerated  urbanisa'on  and  the  emergence  of  megaci'es  • pop-­‐up  stores,  restaurants,  exhibi'ons  and  experiences  • the  growth  of  the  DIY  economy,  the  maker  movement  and  3D  prin'ng    • lifehacking  to  op'mise  'me,  nutri'on,  work  efficiency,  travel,  learning  &  habits  • online  plaQorms  &  technologies  that  leverage  reputa'on  &  trust  between  users

key  global  trends

EDGEPERSPECTIVES.COM/POP

HOW  SMALL  MOVES  SMARTLY  MADE  CAN  SET  BIG  THINGS  IN  MOTION

the  big  shiS1. From  knowledge  stocks  to  knowledge  flows.    2. From  transac'ons  to  rela'onships.      3. From  zero  sum  to  posi've  sum  mindsets.      4. From  push  programs  to  pull  plaQorms.    5. From  ins'tu'ons  driven  by  scalable  efficiency  to  

ins'tu'ons  driven  by  scalable  peer  learning.    6. From  stable  environments  to  dynamic  environments.

WORLD  CAFÉ

world  café1.What  trends  are  you  seeing  and  experiencing?  

2.What  does  the  changing  business  of  community  sport    mean  for  you  and  your  organisa=on?

how  might  we  respond  be>er  to  a  constantly  changing  world?

“Business  and  human  endeavours  are  systems…we  tend  to  focus  on  snapshots  of  isolated  parts  of  the  system.  And  wonder  

why  our  deepest  problems  never  get  solved.”    ―  Peter  M.  Senge

thinking  in  systems• A  system  is  composed  of  parts.  • All  the  parts  of  a  system  must  be  related  (directly  or  indirectly),  else  there  are  really  two  or  more  dis'nct  systems  

• A  system  can  be  nested  inside  another  system.  • A  system  can  overlap  with  another  system.  • A  system  is  bounded  in  'me.  • A  system  is  bounded  in  space,  though  the  parts  are  not  necessarily  co-­‐located.  • A  system  receives  input  from,  and  sends  output  into,  the  wider  environment.  • A  system  consists  of  processes  that  transform  inputs  into  outputs.  • A  system  is  autonomous  in  fulfilling  its  purpose.  (Car  is  not  a  system.  Car  with  a  driver  is  a  system.)

the  cynefin  framework

“If  I  had  an  hour  to  solve  a  problem  I  would  spend  55  minutes  thinking  about  the  problem  and  five  minutes  thinking  about  solu=ons.”

the five phases of design thinking

http://thinkingofdesign.blogspot.com.au/

"Lean  Startup"  is  a  system  for  developing  a  business,  product  or  service  in  the  most  efficient  way  possible  to  reduce  the  risk  of  failure.      It  is  an  approach  that  treats  all  ideas  as  having  assump'ons  (or  hypotheses)  that  must  be  validated  by  rapid  experimenta'on  in  the  marketplace.    The  approach  relies  on  scien'fic  experimenta'on,  itera've  product  releases,  and  customers  feedback  to  generate  validated  learning.

The  key  is  to  iden'fy  assump'ons  -­‐  would  people  actually  buy  or  do  this?  Not  by  building  the  whole  product,  but  by  building  a  Minimum  Viable  Product  (MVP).  

The  MVP  is  the  most  basic  version  of  your  product  that  is  valuable  to  your  user,  that  will  enable  you  to  test  and  learn.

how  might  we  tap  into  emerging  trends  and  opportuniJes  in  a  constantly  

changing  world?

a look into the

future

Emergence  refers  to  the  ability  of  low-­‐level  components  of  a  system  or  community  to  self-­‐organise  into  a  higher-­‐level  system  of  

sophisJcaJon  and  awareness.    This  self  reorganising  stems  from  the  bo>om  up  rather  than  directed  by  an  

external  control  factor.    ~  Steven  Johnson

TWO LOOPS MODEL

TWO LOOPS MODEL

TWO LOOPS MODEL

TWO LOOPS MODEL

1.  NAME

TWO LOOPS MODEL

1.  NAME

TWO LOOPS MODEL

1.  NAME

TWO LOOPS MODEL

2.  CONNECT

TWO LOOPS MODEL

2.  CONNECT

TWO LOOPS MODEL

2.  CONNECT

TWO LOOPS MODEL

2.  CONNECT

TWO LOOPS MODEL

pull

3.  NURTURE

TWO LOOPS MODEL

visionintent

invita'onnarra've

3.  NURTURE

TWO LOOPS MODEL

build  knowledge

grow  capability

alract  resources

develop  ideas

3.  NURTURE

build  community

grow  networks

TWO LOOPS MODEL

codesign & cocreation

coordination

cooperationcollaboration

collective impact

3.  NURTURE

TWO LOOPS MODEL

hospice  (empathy)

3.  NURTURE

TWO LOOPS MODEL

stories

opportuni'esimpact

4.  AMPLIFY

TWO LOOPS MODEL

networks

4.  AMPLIFY

pull

TWO LOOPS MODEL

what  does  your  preferred  future  look  like?

EMPATHY MAP

What are you seeing?

What are you saying? What are you doing?

What are you hearing? What are others saying?

How are you feeling? What are you thinking?

Pain GainFears | Frustrations | Obstacles Wants/Needs | Measures of Success

Persona: Scenario:

It’s  the  year  2020.  Your  sport  at  a  club  level  is  slowly  losing  popularity.  Your  club,  however,  is  thriving.  What  is  happening?  What  are  you  doing?  What  might  a  thriving  club  look  like  from  your  perspec've?

scenario

1.  C-­‐suite  at  State  Associa'on  (eg.  Tennis  Victoria)  x  2  2.  Commilee  of  Management/Board  at  a  club  x  3  3.  Members  at  a  club  x  3  4.  Volunteers  at  a  club  x  2  5.  Local  Government  or  community  partner

stakeholder  groups

• the  rise  of  peer-­‐to-­‐peer  technologies  • scaled  customisa'on    • moving  from  produc'on  to  plaQorms  for  customers  to  create  • a  shiR  from  owning  more  things  to  having  unique  and  memorable  experiences  • the  decline  of  9-­‐to-­‐5  schedules  and  the  rise  of  mobile  free  agents  • job  seekers  priori'sing  purposeful  work  over  secure  long  term  careers      • more  segmented  life  stages  • wearable  technology,  the  quan'fied  self  movement,  and  biometrics  revolu'on  • a  move  from  mass  produc'on  and  mass  marke'ng  to  cater  for  microniches  • accelerated  urbanisa'on  and  the  emergence  of  megaci'es  • pop-­‐up  stores,  restaurants,  exhibi'ons  and  experiences  • the  growth  of  the  DIY  economy,  the  maker  movement  and  3D  prin'ng    • lifehacking  to  op'mise  'me,  nutri'on,  work  efficiency,  travel,  learning  &  habits  • online  plaQorms  &  technologies  that  leverage  reputa'on  &  trust  between  users

consider  trends

1.  the  club  environment  2.  your  rela'onships  with  other  stakeholders  groups  3.  your  day  to  day  rou'ne  4.  big  events  and  major  ac'vi'es

think  about  the  nature  of…

less  of?                                                                                                      more  of?

what  is  there…

what  decisions  enabled  the  change  to  happen?

presentations

thank  you

join  the  conversaJon  on  twi>er  with  @vicsportAU  

@DoingSomeGood  #vsfwdthinking

DAVID  HOOD  @DavidAHood

JULIAN  WATERS-­‐LYNCH  @jwaterslynch

doing something

good