LisbonJuly 2011

Just imagine what would happen if you combined…

… a fashion business, with a sandwich bar, an online social network, a software developer and your own organization to

create a new business concept?

Aim, mission or ambition?Change Play Business (CPB) is a transformational game and a possible answer to help business leaders explore the impossible as a way to overcome real life barriers for success in a context where the digital technology, radical change in consumer behaviour, the failure of traditional business models, limited access to finance, fierce and global competition for talent together with the need for sustainability are challenging the skills and imagination of today’s business

leaders and their advisers.

Changing the rules! All games have rules, and so do businesses. Change Play Business is about change therefore we changed the rules . … orsecret messages as we call them!

Why play?

Marty Neumeier, The Designfull Company : How to build a culture of nonstop

innovation

Imagine a crazy world where what you learned in business school is either upside down

or backwards — where customers control the company, jobs are avenues of self-

expression, the barriers to competition are out of your control, strangers design your

products, fewer features are better, advertising drives customers away, demographics

are beside the point, whatever you sell you take back, best practices are obsolete at

birth; where meaning talks, money walks, and stability is fantasy; where talent trumps

obedience, imagination beats knowledge, and empathy trounces logic. If you’ve been

paying close enough attention, you don’t have to imagine this Alice-in-Wonderland

scenario. You see it forming all around you.

The only question is whether you can change your business fast enough to take full

advantage of it.

CPB Players - Lisbon’ expectations: 61,0% to … unlock creativity and find new ways of thinking59,3% to … Find new business models and value creation for ourorganisation; 27,1% to… Find new partners and new projects for my company :18,6% to… Reassess talents, assets, competencies in my team / organisation;

Who played in… Lisbon?60 Portuguese business leaders + 2 internationalplayers, from very diversebackgrounds…

15%

10%

22%

2%2%

17%

25%

7%

Real SME in transformational process (service provider)

Real SME in transformational process (manufacturer/product provider)

Large Organization with a strategic challenge

Public service / Civil Service

An ONG / Non-profit / Charity

An idea for a new business or enterprise (start-up)

A special project

industries represented … as diverse as this:Cultural / Events / Arts3rd Sector AgricultureMobility / AutomobileAviation / AirlinesFinancial Services / Banks Professional Services FMCG -Beverages PublicServices Risk capital / tourism Media TelecomunicationProfessional Services -Consultancy Design Public ServicesPublishing EngeneeringTraining and CoachingPlasters and Plastics IT services TranscriptionsServices Family supportservices Solar energyTourism

V

0,0%5,0%

10,0%15,0%20,0%25,0%30,0%35,0%40,0%45,0%

Logic and factual. I am sensitive to numbers and

precision

I am very organised and process driven.

Empathic and emotional. Sensitive

to feelings and emothions.

Imaginative and visionary, ideas driven

and tend to think from future backwards.

The Players Thinking Profiles…

25%

29%

46%

ChangePlayBusiness-Lisboa-July2011

Majority of players were purple…25% Blue Players bring reality to this game, 29% Green Players bring a different level of challenge to this game, 46% Purple Players inject imagination into the process.

Blue Player: I am bringing a real business/brand or organization to the game, and I am able to share real information.

Green Player: I am bringing a real business/brand or organization to the game, and I am able to share a degree of real information, but not full. Some data may be twisted to protect confidential issues.

Purple Player:I am bringing an imaginary business/brand or organization to the game, and I will provide imaginary information, but describe with the same conviction as if it exists.

Lets start! Welcome to the Moon…

How do we see the future… from the Moon?PEOPLE LOOK AT THE FUTURE WITH DIFFERENT LENSES: SOME THINK ABOUT HOW TO USE IT, OTHERS ABOUT HOW TO BENEFIT FROM IT, SOME DON´T LIKE TO THINK ABOUT THE FUTURE AND OTHERS LOVE TO ANTICIPATE IT. WE TAKE CHANGE PLAYERS TO THE MOON AND INVITE THEM TO TELL US WHAT THEY KNOW, AND WHAT THEY IMAGINE WILL HAPPEN. NOT BECAUSE THEY REALLY KNOW, BUT BECAUSE WE ALLOW PLAYERS TO IMAGINE AND THEN WORK BACKWARDS … WHEN THEY COME BACK TO THEIR LIVES!

Insights about the future in a collective task gathering the shared “knowns and unknown-knowns” about the Future!

PLEASURE…OPTMISM!

INFORMED VIEWS

AMBITIONIMAGINATION

On the “Moon” we heard John Boult´s vision to open our minds, and challenge ourways of thinking about the world and the Future.

And… why does it matter? Carlos Martins shared very thought-provoking scenarios, which were controversial and raised hot discussions.

And now… you can say goodbye to the Moon, but please take your passport with you, and read carefully before you come back… you must think about your business in a new way, check details inside!

Friday – 15.07.2011 - Good morning dear Player! Read the morning news, enjoy a nice breakfast and get your table no.!Perfect start, there were no obvious symptoms of players with an allergy to change!

A game without winners or losers, just innovators? YES!!!!

Now: time to describe your business in facts, figures and key words…

And then meet your unthinkable “big idea-team”…find them at the table!

Explore random connections, fun, trial and idea generation… to mix the purple, green and blue businesses from each team. The first challenge is quantity: generate as many ideas as possible, as crazy as impossible!

Results before mid-day: 12 tables, and all together generated around of 300 intersectional new ideas in less than 2hrs!

Time to get the ROI…returns on ideas! Returns are paid in time-money to teams, who will use it to buy tools, experts, and access master classes.

And now decision time: do we have a good idea? Do we trust the team? Good ideas are just good ideas, breakthrough innovation only happens with committed teams behind great visions. Players can: abandon the team, stay and continue ideation or select one idea and move forward.

STEP 2: Check-Outside starts now:

Ideas can´t flourish in isolation, they need a committed team and the right context. Check-Outside is for teams to find the context: mapping stakeholders, find new trends and context, the new knowledge and experts, meet other players who can help develop the context for a new concept.

And all teams could use the Market Wall St to recruit talent and assets. We want to hear more stories from players! Please get in touch.

NETWORKING: the whole process of Change Play Business is a way of networking, in which players are invited to explore synergies between themselves, however far outside their context, sector, industry cluster or expertise. In Check-Outside each player had a chance to swap cards with another 6 players, and find someone with an unexpected answer to the team´s project.

Master Classes: the third element of Check-Outside! Experts share new knowledge - relevant to players in the game as well as to their own businesses. This time the four themes were: business model, design and innovation, co-creation and creative thinking.

Tango with designers: John BoultAnonymous comment: “excellent! I learned how to connect business,

brand, experience and service with innovation.”

Co-creation: Zoe Fitzgerald Anonymous comment: “really useful and an excellent session! A new way of using the most important resources in my organization: people and creativity”

Designing Business models that rock! Nick de MeiAnonymous comment: “great discovery about new business models with great applications in my organization”

Cooking ideas: Cooperativa Creativa – Susana Branco and Maria A. CoutinhoAnonymous comment: Cooking ideas –great game of creativity, really wellorganized. Able to apply the tools and processes into my own business “

COTEC

If you missed this session keep an eye on the next Change Play Business event in Portugal

STEP 3: Check-up …. From ideas to business models

STEP 3: Check-up …. Recruiting new talent…and hiring experts.

STEP 3: Check-up …. Working together with business experts.

STEP 3: Check-up …. And shaping new businesses with your hands, your eyes, your senses and creativity.

STEP 3: Check-up …. Design is a messy process, and hard work is better when we are having fun!

STEP 3: Check-up …. Design-led Thinking tools – Future Trends Cards are an inspiring way to help teams understand and find the context and opportunities for their ideas.

STEP 3: Check-up …. Other Thinking tools available, like research cards, the business model toolkit, onlyness journey … all there to help build the business case, the vision and why an investor should put their time or money into the new idea.

STEP 4: SHOW IT AND SHARE IT

There is very little value in keeping ideas as secrets. We believe creative capital only works well if shared. The teams’ last mission is to shape the new concepts and businesses into a presentation for the whole group and demonstrate why anyone should invest time-money in their idea.

No winners or losers

… just innovators!

Some teams worked together, with other teams or players, and developed their ideas with experts and facilitators. At the end the ideas were shared and those who had “time-money” expressed their preference, investing all money in one idea. The following page is not an indicator of quality of the ideas, or ability to implement, but a ranking of the preferences of those who had money.

RANKING NAME OF THE NEW CONCEPT INVESTMENT MIN

TABLE NO.

1 Winergy 5030 12

2 Disney no Espaço 2800 9

3 Sonergy 2200 5

4 Re-Shape 885 3

5 On Arrival 820 7

6 Play Dream BELOW 800 10

7 Onde está a Tasca BELOW 800 8

8 Adaptmobile BELOW 500 11

9 Magic Atlantis BELOW 500 3

10 Fun 4 kids BELOW 500 2

11 Just Eat It! BELOW 500 4

12 Pop-Up Cream BELOW 500 6

TABLE # 12: Winergy – this happened when we combined CTT and PT and MCG and Sintese Azul and Turismo Capital

TABLE # 9: Disney no Espaço this happened when we combined On Spot, PT, Centro de Artes e Ideias. MCG and XEROX Portugal

TABLE # 5: SONERGY: this happened when we combined Ashoka e PAR, UIDIU, Marcador, MCG and Camara Municipal de Oeiras

TABLE # 13: Re-Shape this happened when we combined MCG, Camara Municipal de Oeiras and Mysterious Players

TABLE # 7: On Arrival - this happened when we combined Deslink, MCG, PT, S. Central Cervejas and XEROX

TABLE # 10: Play Dream - this happened when we combined IM Magazine, Diferencia, MCG, and PT

TABLE # 8: Onde está a Tasca - this happened when we combined Banco BNP. Central de Cervejas, MCG, PT and Cerebrelidades

TABLE # 11: Adaptmobile - this happened when we combined BP, Frontino TurismoSA, PT, CoWork Lab, MCG

TABLE # 3: MAGIC ATLANTIS - this happened when we combined MPSCRIBE, MCG, Brave Mind, Netjet and PT

TABLE # 2: Fun 4 kids - this happened when we combined Help Images, MCG, BancoInvest. CSR PARTNERS LLP , MUNICIPALLITY ASSEN

TABLE # 4: Just Eat It! this happened when we combined DNA Solutions, ANA –Aeroportos de Portugal, CMO , MCG

TABLE # 6: Pop-Up Cream – this happened when we combined Sintese Azul , MCG, PT, NetJets, Bravemind

But a lot more happened during the day*…75% said they learned new ways of thinking, and actively shared new knowledge relevant for their innovation and/or business challenges. 15% said the game changed the way they think, 89% had fun and 68% said this process helped them discover new organisational models. 54% feel they achieved the goal to establish the basis for new partnerships.

*data collected through feedback forms at the end of the day. Further research will be conducted to gather insights and

measure impact post event. Figures based on 60% of the players, who gave their feedback.

CHANGE PLAY BUSINESS? EXCITING…EXAUSTING…FULFILLING!

And this is not the End,

it´s…THE AND!

Change Play Business is designed to create new ways of thinking and doing, and every time we play the game it generates new ideas, new possibilities, new ways of seeing businesses and the world we live in. Players may find new synergies and partners to explore an exciting venture, and some will change their organizational models, and come back for new questions, challenges and change the game again and again. Now – why not tell us what you think?

Now – why not tell us what you think?

Portugal - Sintese Azul maria.ana@sinteseazul.com ,

antonio.chanoca@sinteseazul.com , pedro.santos@sinteseazul.com

The World - The Thinking Hotel: Chris Wilkie TheMysteryDirector@TheThinkingHotel.com , Olga Casademunt theideainspector@thethinkinghotel.com

Villie Tsang thevisionaryspy@thethinkinghotel.com andMaria Ana thecuriousmind@thethinkinghotel.com

And a BIG THANK YOU to those who played

and those who made it possible to play …

The amazing

Players

ALEXANDRA CARVALHO PT

AMÂNDIO RODRIGUES ASHOKA

ANA FRANCISCA SOBRINHO FRUIT SPICES

ANA LIA SANTOS DESLINK

ANA LUIS ANA - AEROPORTOS DE

PORTUGAL , S.A.

ANA TERESA SILVA IM MAGAZINE

ANABELA POSSIDONIO BP

ANDREIA NARIGÃO BRAVEMIND

ANTONIO CHANOCA SÍNTESE AZUL

ANTÓNIO GERALDO MCG

BÁRBARA MONIZ BRAVEMIND

BERNARDO ALEGRA ON SPOT

CARLA CRUZ CTT

CARLOS BRAZ CORREIA NETJETS EUROPE

CARLOS LUCAS MCG

CARLOS SARAIVA MCG

CATARINA SANTOS PORTUGAL TELECOM

CATIA HENRIQUES GRACE

CELIA METRASS DNASOLUTIONS

CRISTINA DIAS

CRISTINA GALVÃO PT

DIOGO BASÍLIO BANCO BNP PARIBAS PERSONAL

FINANCE

ERIK DE WILD MUNICIPALLITY ASSEN

FÁBIO RODRIGUES DIFERENCIA

FERNANDO PÊRA CEA FÁBRICA DA PÓLVORA

GONÇALO ALMEIDA MCG

The amazing

Players

GONÇALO HENRIQUES PORTUGAL TELECOM

HUGO PEREIRA

ISABEL ELISEU SCC

ISABEL GRAÇA MEDEIROS MCG MIND FOR METAL

ISABELINA JORGE UIDIU LDA

JOÃO CARLOS FRANCISCO MCG

JOÃO DOLORES PORTUGAL TELECOM

JOÃO GONÇALVES MARCADOR

JOÃO JACINTO FRONTINO - TURISMO, S.A.

JOAO MENESES CMO

JOSÉ GRAÇA MEDEIROS MCG MIND FOR METAL

KAREN ISHIDA COWORK LAB

KENE UMEASIEGBU CSR PARTNERS LLP

LUIS MADUREIRA CENTRAL CERVEJAS

MARIA JOÃO RESENDE CEREBRALIDADES, LDA.

MARIANA ARGA E LIMA PORTUGAL TELECOM

NUNO GONÇALVES BANCO INVEST

PATRÍCIA AIBÉO XEROX PORTUGAL

PAULO NEVES MCG

PEDRO CARVALHO MCG

PEDRO PEREIRA MCG

PEDRO SANTOS SÍNTESE AZUL

PEDRO SOUSA MCG

RAQUEL CLEMENTE MARTINS HELP IMAGES

RICARDO DIAS MCG

RICARDO ROSADO PORTUGAL TELECOM

The amazing

Players

RITA BOTELHO NEVES MPSCRIBE

RITA PEREIRA TURISMO CAPITAL

RUI DUARTE LIFE CHOICES

RUI FIGUEIREDO NETJETS

PARTICULAR

SANDRA ANDRADE XEROX PORTUGAL

SARA FARIA SIVAL

SOFIA LINO MCG

SOFIA MOITINHO DE ALMEIDA PT

TÂNIA GUERREIRO PRODUÇÕES INDEPENDENTES -

ASSOCIAÇÃO

Master Class

Speakers &

Experts

ZOE FITZGERALD AROUND THE WORLD

MASTER OF CO-CREATION

NICK DE MEI WORLD MASTER OF

BUSINESS MODEL

INNOVATION

JOHN BOULT OVER THE WORLD

GAMECHANGER AND

INNOVATOR

SUSANA BRANCO QUEEN OF FUN AND

CREATIVE REBEL NO. 1

MARIA AZEVEDO

COUTINHO

QUEEN OF FUN CREATIVE

REBEL NO. 2

CARLOS CABELEIRA THE AGENT OF INNOVATIVE

MYSTERIES IN PORTUGAL

CARLOS MARTINS THE CREATIVITY

AMBASSADOR AND THOUGHT

CHALLENGER

SUSANA SOARES EMPATHIC LOVER OF ALL

TEAMS

CARLOS RAMOS SUPER COOL TRAINER

ANA SOFIA

SANTOSTHE COOLEST COACH

TIAGO TOREGÃOTOP SPY OF MASTER

THOUGHTS

ISABEL FAIA SUPER ENGAGED TRAINER

PEDRO CERDEIRA LORD OF BUSINESS MODEL

INÊS SANTOS SILVASILENT DRIVER OF SUBTLE

CHANGES

The

Super

Cool Facilitators

The Thinking

Hotel and

Sintese Azul

Team:

MARIA ANA

NEVES

FOUNDER AND HEAD OF IDEAS

OLGA

CASADEMUNT

HEAD OF COMMUNICATION & BRAND LISTENER

CHRIS WILKIE SUPERVISOR, HEAD OF COORDINATED THINKING

& A SUPERB MEDIATOR

VILLIE TSANG NEW MEDIA DESIGNER & INNOVATION

MONIKA HESTAD CHANGE PLAY BUSINESS DESIGN MENTOR

MICHAEL

METELITS

INDEPENDENT NEW BUSINESS DEVELOPMENT

CONSULTANT AND SCENARIO PLANNING

EXPERT

SILVIA BAUMGART SILVIA BAUMGART: THE MOST PRACTICAL AND

PASSIONATE CLIENT WE HAD

EUGENIE FUNG PRODUCER OF CPB PROMOS

MARIA JOÃO

RESENDE

A MASTER OF WORDS FOR PORTUGUESE

THOUGHTS

ANTÓNIO

CHANOCA

THE BRAVE CHAMPION OF INNOVATIVE

THINKING

PEDRO SANTOS NEARLY INVISIBLE TEAM CONDUCTOR

SUSANA RAMOS HEAD OF AMAZING OPERATIONS

FERNANDO

MENDES

GREAT BELIEVER AND MOTIVATOR OF THE

UNBELIEVABLE CHALLENGES

ERIC VANDAME THE MOST TRUSTED DOER

RUI DUARTE THE APPRENTICE