At the recent “Beiersdorf Connect” event, themed "Connecting the Dots: Collaborative Innovation for a Changing World," Julian, Founder of Ecosystmizer, took to the stage to deliver a keynote titled, "Unlocking Growth: The Domain-Based Path from Product Company to Ecosystem Innovator." In his presentation, Julian unpacked how businesses can evolve from focusing solely on products to becoming pivotal players in dynamic ecosystems.
Don't miss the most important findings of the event in a separate video.
What You Will Learn from This Blog Post
- Ecosystem Thinking: Understand the shift from product-focused models to ecosystem thinking and why it's essential for competitiveness.
- Collaboration's Role: Discover how collaboration among diverse perspectives can lead to innovative solutions for complex challenges.
- Transition Strategies: Explore actionable strategies for adopting a domain-based mindset and identifying growth opportunities.
- Inspiration for Growth: Gain motivation to think bigger and collaborate across industries, fostering collective growth and innovation.
Collaboration as the Future of Innovation
The theme of the event centered around the idea that no single company can tackle today’s challenges alone. Julian expanded on this, highlighting that by bringing together diverse perspectives, businesses can foster impactful solutions. “In traditional companies, 90–95% of people are focused on making operations more efficient,” he said. But it's the innovators—the minority within these organizations—who hold the key to moving the needle and driving meaningful change.
From Product Thinking to Domain-Based Thinking
Julian's central message was that businesses must shift from narrow product-focused thinking to broader, domain-based thinking. He stressed that companies are no longer competing in isolated industries but within broader domains like mobility, well-being, or beauty. This new landscape calls for cross-industry collaboration to solve complex challenges and create more value than any one company could on its own.
“In the future, markets won’t just be automotive company A versus automotive company B. It’s about addressing needs within broader domains, and that requires collaboration.” Julian Kawohl
The Rise of Ecosystems
Ecosystem thinking is all about leveraging assets through strategic partnerships and creating experiences that lock customers into an interconnected web of products and services. Julian illustrated this with a simple metaphor: “Think of a platform as a dance floor, but it’s the ecosystem—the DJs, waiters, and party-goers—that creates the magic. Without those elements, the dance floor is just infrastructure.”
A Shift in Business Paradigms
Julian's keynote also touched on the emerging shift from traditional market and asset-based business models to what he calls the domain-based view. He contrasted this new approach with Michael Porter's classic competitive strategies, pointing out that while Porter’s theories helped businesses thrive for decades, they now need to be complemented by ecosystem thinking. “You create more value when you collaborate and think across domains,” he emphasized.
A Framework for Ecosystem Innovation
To provide actionable insights, Julian introduced Ecosystemizer framework for businesses looking to evolve. It centers on putting humans at the heart of business decisions and leveraging life areas—like mobility, health, or spirituality—to identify opportunities for growth. Companies can take on different roles in the ecosystem, from orchestrators and realizers to enablers, depending on their core capabilities.
Here is a summary of the key findings from the keynote speech:
- Shift from Product to Ecosystem Thinking: Julian emphasized the need for businesses to transition from a narrow focus on products to a broader, domain-based thinking approach. Companies must recognize that they are competing within larger ecosystems rather than isolated industries, which necessitates collaboration across sectors to address complex challenges.
- Collaboration as a Key Driver of Innovation: The keynote stressed that no single company can tackle today's multifaceted challenges alone. By fostering a culture of openness and cooperation, organizations can leverage diverse perspectives to create impactful solutions. Julian noted that while many employees focus on operational efficiency, it is the innovators who drive meaningful change.
- Ecosystemizer Framework for Ecosystem Innovation: Ecosystemizer framework was introduced for businesses looking to embrace this new mindset. It involves placing humans at the center of decision-making and exploring life areas such as mobility and well-being to identify growth opportunities. Companies can adopt different roles within the ecosystem based on their strengths, from orchestrators to enablers.
To learn more about Ecosystemizer Framework, click here.
Conclusion: Growing the Pie for Everyone
Julian wrapped up his keynote with an inspiring call to action: “Be like Ed Sheeran—grow the pie for everyone.” Just as the musician collaborates with other artists to expand his reach, businesses must think across industries and domains to co-create value. The message was clear: In the future, success won’t come from simply optimizing operations, but from building ecosystems that allow businesses and their partners to thrive together.
Julian’s keynote at Beiersdorf Connect served as both a wake-up call and a roadmap for companies ready to embrace the future of collaborative innovation. His insights on domain-based thinking and ecosystem innovation offer a fresh perspective on how businesses can not only survive but lead in a rapidly changing world.
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