By Johannes Partanen & Jukka Hassinen (author) December 2008 Partus Rocket Model By Johannes Partanen & Jukka Hassinen (author) December 2008

General Model Network level Community level Team level Application of Nonaka’s and Takeuchi’s Knowledge Creation Theory Network level Community level Team level Dialogue Individual level Socialization Interaction Externalization Crystallizing ideas Internalizing Action and testing of ideas Combining Creating a model or a theory Tacit knowledge Explicit knowledge Learning by Doing

Dialogue Explicit knowledge Tacit knowledge Learning by Doing 1 2 4 3 From Dialogue to Action and From Explicit Knowledge to Tacit Knowledge Dialogue 1 2 4 3 1 2 4 3 Explicit knowledge 1 2 4 3 1 2 4 3 Tacit knowledge Learning by Doing

Dialogue Explicit knowledge Tacit knowledge Learning by Doing Interaction and conversations with others, brainstorming, intensive thinking, self-reflection Window 1 Talking, “throwing ideas”, “talking during breaks”, formal dialogue sessions Window 2 Crystallizing ideas, making lists of main points, finding leverage points Dialogue Socialization Interaction Externalization Crystallizing ideas Internalizing Action and testing of ideas Combining Creating a model or a theory “Silent knowledge”, intuitive knowledge, practical knowledge, hard-to-describe -knowledge Transferrable knowledge, analysis, plan, list, picture, model, book, knowledge base, manual Tacit knowledge Explicit knowledge Window 4 Testing ideas in practice, using plans to generate action Learning by Doing Window 3 Making specific plans and prototypes, creating theories, finding interesting ideas and theories from books Action, using plans, doing

Pitfalls Caused by Missing Parts of Process Without dialogue no new ideas are generated. Without learning by doing ideas are not tested in practice so no new knowledge on their effectiveness can be known. Without explicit knowledge there is no transfer of knowledge from the individual to the community or team. Without tacit knowledge there are no capabilities to do anything. Without outer rings (”levels”) knowledge is out of it’s context and is thus useless.

The Process of Creating Team Entrepreneurs Team entrepreneur’s side Coach’s side Team entrepreneur’s side Creating value to customer Customer Relationship Process Brand Management Process Process of Offerings Incubation Process of Marketing to Customers Innovation Process Knowledge Process Customer Process Customer Potential Process Preincubation Process of Creating Leading Thoughts Process of Leadership Company’s Learning Process Community’s Learning Process Coaching Process Finance Process Individual’s Learning Process Basic elements

Applying theory into practice The Process of Individual Learning Intellectual Capital Entrepreneurship Portfolio Dialogue Training Diary Learning Contract Applying theory into practice Literature Ideas Tacit knowledge Explicit knowledge Essays Learning by Doing

The Process of Learning from Your Community Network Co-creating with customers Training in a knowledge community Dialogue Training sessions Birth-giving Practical training with customer Knowledge created in training sessions in systematized form Ideas Birth-giving raport Tacit knowledge Explicit knowledge Learning by Doing

The Process of Learning from Your Company Network Culture Life’s arena Dialogue Community Company’s Learning Contract Working using one’s own team-company The Art of Understanding Business Tacit knowledge Explicit knowledge Learning by Doing

The Process of Potential Customers Customer potential Co-creation with customers Benchlearning Dialogue Visits to customers Motorola report Organizing customer visits The Theory of Creating Customer Tribes Tacit knowledge Explicit knowledge Learning by Doing

The Process of Marketing to Customers Shared Vision Life-long customer relationships Brand Dialogue Customer information (lead the process of customer information) Message (What is your main message?) Marketing communication The newest marketing methods Tacit knowledge Explicit knowledge Learning by Doing

The Process of Customer Relationships Generating customer capital though ecogenesis Life-long customer relationship Trust Dialogue Stories stimulate imagination Learning contract with customer: What do we want to do together? Customer as co-creator (operating and experimenting together) Planning together with customer (reorganizing systems that produce value) Tacit knowledge Explicit knowledge Learning by Doing

The Process of Creating Guiding Thoughts Shared vision Shared mission Shared values Dialogue Shared ideas and points of view New aspiration Working together Strategy and plans (using values) Tacit knowledge Explicit knowledge Learning by Doing

The Process of Leadership Shared vision Learning, living company Personal competency Dialogue Cultural athmosphere (Management by Walking Around) Transfer of wisdom and experiences & creation of challenge Choose either individual leadership or team leadership (”Y” –model*) Documentation Tacit knowledge Explicit knowledge Learning by Doing * = Y-model refers to Katzenbach & Smith’s two ways of leading a team.

The Process of Innovation Network Co-creation environment Team Company Dialogue Experiences (encourage everyone to be creative) Thoughts (use IT to help you) Experimentation (organize activities) Concretization (reward people for being innovative) Tacit knowledge Explicit knowledge Learning by Doing

The Process of Knowledge Network’s intellectual capital The flow of knowledge Understanding information Dialogue Environment for creating new knowledge Creating knowledge Applying knowledge into action Documenting knowledge Tacit knowledge Explicit knowledge Learning by Doing

The Process of Brand Management Brand envelope Guiding thoughts Brand code Dialogue Social dimension Mental dimension Functional dimension Spiritual dimension Tacit knowledge Explicit knowledge Learning by Doing

The Process of Offerings Life-long customer relationship Learning relationship Communication Dialogue Creating a shared space (ba) with customer Design the offering with your customers Co-creation with the customer Value creation to customers Tacit knowledge Explicit knowledge Learning by Doing

Literature Cunnigham: The Wisdom of Strategic Learning (learning contract) Gad: 4-D Branding - Cracking the Corporate Code of the Network Economy (brand envelope) Katzenbach & Smith: The Discipline of Teams (Y-model) Nonaka & Takeuchi: The Knowledge Creating Company (knowledge creation theory) Normann: Normannin liiketoimintateesit (ecogenesis and co-creation) Senge: Dance of Change (learning processes) Senge: The Fifth Discipline (background) Waterman: What America Does Right (Motorola reports)