Growing Capacity from Within: Social Intrapreneurship

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

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

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

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

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 http://www.pinchot.com/perspective/intrapreneuring/

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

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

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 advantage Innovation in product design The Social Intrapreneur: A Field Guide for Corporate Changemakers. SustainAbility, IDEO, Skoll Foundation, Allianz Image from www.nikebiz.com

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?

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

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

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?

Why should companies care? Group brainstorm

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

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

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

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

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

Activity What roadblocks would you foresee in your company?

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

Why else do good ideas fail?

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.

Resources Net Impact Making Your Impact at Work: A Practical Guide to Changing the World from Inside Any Company www.netimpact.org SustainAbility The Social Intrapreneur: A Field Guide for Corporate Changemakers www.sustainability.com BeDo Intrapreneurs 2009 http://bedo.com/biz/intrapreneurs/speakers.php(also: YouTube) Gifford Pinchot and Ron Pellman Intrapreneuring in Action: A Handbook for Business Innovation www.pinchot.com

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?