InnovationJam 2008 had a simple mission: tap the collaborative insight of leading thinkers from thousands of companies to help advance the vision of IBM's recently released CEO Study, "The Enterprise of the Future"based on interviews with more than 1,100 CEOsto reality.
That simple mission became more dauntingbut even more criticalin the light of unprecedented financial turmoil and economic uncertainty sweeping the world just as the Jam started. Suddenly, building the "Enterprise of the Future" was no longer an interesting academic exercise. It was essential for survival.
The conversation focused on four major areas of inquiry (AOI), each reflecting a fundamental component of "Enterprise of the Future:"
- Built for change: Organizing to lead waves of change by adopting collaborative business models and new approaches to harnessing disruptive innovation.
- Customers as partners: Effectively engaging a new class of informed, demanding and collaborative customers to differentiate products, services, customer experiences and a company's brand.
- Globally integrated: Tapping into new markets and talent by adopting new, globally integrated business models and partnering with global networks.
- The planet and its people: Building sustainable brands, products and services that attract a growing class of environmentally and socially aware customers, employees, investors and partners.
Held over a 90-hour period from October 5th through 9th, 2008, the Jam benefited from nearly 90,000 log-ins that generated over 32,000 posts. It tapped employees from more than 1,000 companies across 20 industriesincluding thousands of IBMers, as well as independent authorities from a variety of fields. Several of these independent authorities also played lead roles in guiding Jam discussions, such as subject-matter experts from Mars Incorporated, Eli Lilly and Company, Citigroup, and the Boston College Center for Corporate Citizenship.