Last week’s announcement about BlackBerry highlights once again the need for businesses like Research in Motion to constantly innovate. In 2009 its market share was 50% whilst today it is just 3%. Some blame its demise on the limited range of apps or its resistance to create a touch screen version or even on the lack of it being cool. Whatever the reasons, BlackBerry looks set to join the growing list of businesses like HMV and Kodak who have crumbled after failing to respond to the current technological and digital wave.
Further down the shore there are signs of other waves coming: increasing energy prices, demand for traceability across the value chain and customers wanting businesses to enable them to live healthier, happier lives. Leading organisations are recognising this trend and starting to do something about it. For example Avis purchase of Zipcar was them bringing in a new model to their business offer. As well as transforming their own business, they are also recognising the need to shape the context in which they operate, to ensure both their long-term commercial success as a business, as well as a sustainable future for society.
At our upcoming UK Forum Network event on the 18th September, we will hear from businesses such as Nike and The Co-op, who are finding ways to innovate at a ‘systems’ level – shifting both how they do business and the broader context within which they operate. They will share live challenges on the day that they haven’t yet cracked, to get help from their peers across the Forum Network. Using some of our system innovation tools we’ll be crowdsourcing ideas, expertise and insights from a wide range of organisations and make progress on tricky sustainability challenges.
The most forward-looking businesses know they can’t tackle all the issues by themselves – collaborating and learning from others is a key part of making progress.
#theBIGshift is Forum’s campaign to help organisations take a systemic view and collaborate with others to solve the tricky challenges that block our path to a sustainable future. System Innovation is the process by which we can achieve this.
If Research in Motion had been willing and able to innovate in more radical ways and do more to shape the market around itself – then perhaps it might not be trying to sell its assets today.
As we start to shift to a sustainable future – you can either choose to go down BlackBerry’s path or join us in creating #theBIGshift – it’s up to you.