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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Breda University of Applied Sciences, Master Imagineering programme students and FHGR, University of Graubuenden, Chur, students from the Digital Business Management, Bachelor programme follow a joint module that has three specific virtual components of interaction: the Experience Design Course, he Ideation Block (Design Hackathon) and the Sustainability and Impact generation (Implementation phase). Further on the joint interaction consists of: joint online lectures and workshops (on a weekly basis); joint online assignments (on a bi-weekly basis) supported by meet-up’s and consultancy sessions and joint online collaborative creative sessions and presentations (regularly).The content that the International Virtual Collaboration encompasses is: The VUCA world we are currently living in (Volatile, Uncertain, Complex and Ambiguous). Tools to innovate and flourish within and beyond VUCA; Experience and Transformation design through business and social canvas modeling; Innovation games and Appreciative Inquiry and Social and business impact generation and assessment.The final joint output that the students (in groups) create (the project is running until mid-January 2023 and then analysis and data processing until March 2023) will be a design concept/model for a specific case/organization with strategic implementation plan and recommendation report.
