B4- Deep observation and deep understanding

The goal of this phase is to totally immerse into the chosen thematic field by extensively exploring it with a wide variety of methods for deep observation. In order to do this, group decided to create a website to provide a conceptual model representing the thematic field and at the same time prototype of the joint project of the group.

At this phase, the group faced a lot of confusions again. Considering the feedbacks that we got from the professors, some changes in observation tactics occurred. Now the group decided just to focus on two of tactics among the list of primarily tactics that have been created before. Observation is based primarily on "brainstorming" and "simulation" and results in the description of the enterprise comprised of different typical elements (such as a product portfolio, organizational structure and similar). As for a real enterprise, this information provides a basis for different (mostly PR) materials, such as a stock market folder, web page or a business plan. A typical web page presenting an enterprise would thus be an appropriate structure to present the observation results.

The twofold structure of the model, being an observational device and a prototype for a possibly ‘real’ project, is at times very confusing, and one sometimes does not know which aspect one is currently working on.


M.M

B3- Negotiation observation strategy & observation design

Up to now, the mission of the project, observation strategy and some observation tactics have been discussed. On April 12th, we had a coaching session with our professors, in order to come up with a concrete observation design, which will be brought into practice in the next phases.

Here I would share the feedbacks that we got from the professors on the project up to now:

1. First of all, the professors liked the idea of using the "world as an enterprise" metaphor, However, they recommended us to narrow the definition of environment down to a specific topic (e.g. sustainability),

2. Try to focus on two central questions in our research,

3. Use the strategies of some other green companies and combined them with ours,

4. Try to get some inputs from creative industries for example, design and communication agencies,

5. Use photos and videos in order to document the observations,

6. Rather pick some interesting points and discuss them in detail than doing too much and get frustrated by the results.

I participated in a coaching session with a colleague of mine and my understanding of the project changed a bit after this session. I understood that there are still a lot of fuzzy issues going on in the phase of "observation strategy", which means we need to sit with the group more and more and continue our brainstorming.

It is always very useful to get feedbacks and comments, so I decided to make a very simple experiment, in order to get more feedbacks on our field of study. I described the theme of the project very shortly to a familiar person and asked him to tell me, what did he understood and did not understood about the project? As a result, I faced some questions like; (" what would be the final goal, make money or just increase the awareness"? what about animals? Who are the owners and who are the customers specifically? etc"). 

M.M

B2- Co-initiating KCTs, community-building, and observation strategy development

This is the phase, in which KCTs were supposed to meet and discuss their thematic fields. In my KCT, through discussing on the chosen topic (“Environment”), the group came up with the following idea:

How can we make people care about the environment? The group agreed upon the fact that most of us really do not think about environmental issues most of the time and usually tend to turn away from most issues. This question led us to something like developing a "marketing plan" for the planet earth. Some idea like, how the "care for the environment" can be best sold?

By doing a bit more discussion and elaborating on the topic, the group came up with the idea of “the earth as an enterprise” model – just thinking about (or looking at) our planet (or the natural and social resources) as a company which has product management, marketing, sales, organizational behaviour etc, in order to help “the Earth” (whatever that will turn to be) to survive and prosper.

Goal and key points

The goal would be: setting up "the earth" as a start-up enterprise. Furthermore, the key points of the group thematic field could be summarized as follow:

- How to make people concern/aware of environmental issues?

- Enterprise metaphor as a tool to transport the idea of environmental concern.

Mission and Visions

Based on the thematic field, a common “mission” and "visions" of the field was identified also.

- Mission:

We manage the Earth.

- Visions:

- Enterprise the Earth ( to make the earth a successful enterprise),

- Create an “Earth Inc”.

And finally regarding observation strategy, the group made a list of possible resourses of data collection and decided upon a draft observation strategy as bellow:

Observation Strategy: To look at the Earth as an enterprise.

Observation tacticts:

- Interviews

- Questionnaires

- Brainstorming

- Market study

- Literature Review

- Nature observation

- Simulation (sales situation, CSR, management meeting, talking to our kids and so on).

As my learning outcome from this part, I would like to mention that it was a bit confusing to find a common goal and vision at first steps, but when we continued and did more brainstorming, little by little we were able to get into the same and clear understanding of the field of the KCT. well, the topic is so intersting to me but still a bit complicated and fuzzy though.

M.M