Growing Capacity from Within: Social Intrapreneurship

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1 Growing Capacity from Within: Social Intrapreneurship Workshop: ReVisioning Value 2010 April 27, 2010 Carolyn McKnight Director of Leadership Programs Founder and Director, Impact Entrepreneurs Cindy Cooper Founder and Director, Social Innovation Incubator School of Business Administration

2 Impact Entrepreneurs Leadership Excellence for an evolving world Network of individuals and groups committed to harnessing the power of business for social impact

3 Programs Entrepreneurial Leaders Program Social Enterprise Tours Social Entrepreneur/ Intrapreneur Incubator Students, Faculty, Community Public, Social, Corporate Sectors

4 WorkPlayshop PART I: What is it? Why does it matter? What is intrapreneurship? Social intrapreneurship? Why should companies care? Roadblocks and tips PART II: Taking it home Excuse me, my life is waiting Setting your personal vision and goals Removing your own roadblocks

5 PLAYSHOP PART I: Context What is intrapreneurship? (aka corporate entrepreneurship) Gifford and Libba Pinchot coined the term intrapreneur in 1978: 1. A set of business practices that liberates people with entrepreneurial personalities to innovate rapidly inside larger organizations for the benefit of that organization and its customers. 2. The actions of an individual and/or a team that is acting in an entrepreneurial manner to serve the best interests of the larger organization and its supply chain, with or without official support. Retrieved April 20, 2010 from

6 PLAYSHOP PART I: Context What is a social intrapreneur? Social intrapreneur, n. 1. Someone who works inside major corporations or organizations to develop and promote practical solutions to social or environmental challenges where progress is currently stalled by market failures. 2. Someone who applies the principles of social entrepreneurship inside a major organization. 3. One characterized by an insider outsider mindset and approach. The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz

7 Social Entrepreneur vs. SociaI Intrapreneur Business model Social entrepreneurship Social solution

8 Business value Social intrapreneurship Social solution

Sam McKracken, Nike Nike Air Native N7 Social opportunity: Access to sport Promote fitness Business opportunity: New revenue stream Reputational branding Competitive

9 Sam McKracken, Nike Nike Air Native N7 Social opportunity: Access to sport Promote fitness Business opportunity: New revenue stream Reputational branding Competitive advantage Innovation in product design The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz Image from

10 What if Sam were operating as a social entrepreneur outside of Nike? What chance would he have of selling his idea to Nike? What would be the pros and cons? What are some similarities and differences between social entrepreneurs and intrapreneurs?

11 The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz

12 The Promise of Social Intrapreneurship Fundamental Working together Social Entrepreneurs Social Intrapreneurs Societal Impact Traditional NGOs Traditional CSR Incremental Low Business Value High The Social Intrapreneur: A Field Guide for Corporate Changemakers 12. SustainAbility, IDEO, Skoll Foundation, Allianz

13 Rather than dreamers on the outskirts, social intrapreneurs are becoming sought after corporate innovators. How could we help the poor earn more Using our cell phones? Shortening this report could save my company millions. What kind of apparel would we need to make so Muslim girls could play sports?

14 Why should companies care? Group brainstorm

ups Individuals Passion Ambition Ethics The Social

15 Why are companies taking notice? Society Governments Consumers NGOs Company Markets MNCs Start ups Individuals Passion Ambition Ethics The Social Intrapreneur: A Field Guide for Corporate Changemakers 15. SustainAbility, IDEO, Skoll Foundation, Allianz

16 Formula for Success: Align with Business Objectives Increase Revenues Decrease Costs New business models New markets Higher sales Operational Changes Risk management Engage Stakeholders Strengthen Brand

, Wei Skillern, J. Social Entrepreneurship. It is for Corporations, Too.

17 Formula for Success: Get Other People on Board Gatekeepers Champions CATALYSTS* INTRAPRENEUR Ask yourself: Are you the catalyst or the intrapreneur? Grassroots enthusiasts Communicators** Coordinators** Contributors** Calculators** Austin, J., Leonard, H., Reficco, E., Wei Skillern, J. Social Entrepreneurship. It is for Corporations, Too. Chapter 8 in Social Entrepreneurship: New Models 17 for Social Changed, edited by Nicholls, A. *The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz

18 Process Getting it Selling it Doing it Scaling it Intrapreneur s realization and/or ideation Get buy in Find catalysts and champions Get the word out far and wide Prove the model Pilot the idea Find seed funds Integrate it in the Business Financing Sustainable Revenues Sell it again Several processes often happen in parallel The Social Intrapreneur: A Field Guide for Corporate Changemakers 18. SustainAbility, IDEO, Skoll Foundation, Allianz

19 You have to work in a corporate minefield! Off the record comment during research for The Social Intrapreneur The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz

20 Activity What roadblocks would you foresee in your company?

21 Beware of pitfalls Tissue rejection in organ transplantation Financial resources Compete against projects with more robust market data and shorter timelines Operational issues Being unprepared to scale up Staying true to mission The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz

22 Why else do good ideas fail?

30 Top Tips for Getting Started 8. Start with small projects, low hanging fruit (prove you can implement) Examples: low cost, cost cutting, or green programs like recycling Copyright 2010 Cindy Cooper. All rights reserved.

33 Resources Net Impact Making Your Impact at Work: A Practical Guide to Changing the World from Inside Any Company SustainAbility The Social Intrapreneur: A Field Guide for Corporate Changemakers BeDo Intrapreneurs YouTube) Gifford Pinchot and Ron Pellman Intrapreneuring in Action: A Handbook for Business Innovation

34 Part II: Taking it home Excuse me, my life is waiting Sparking your personal vision and goals Bringing your values to work What intrapreneurial role fits you?

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