Minutes of SIG Business at ISDC 2008
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System Dynamics Society SIG Busines Roundtable Tuesday, July 21st, 2008 Athens, Greece
This has been the third Roundtable of the SIG Business (2007 Roundtable had to be canceled).
Initially four questions -out of the poster session on Monday, July 20th- had been made the starting point to meeting:
1. Where do you use it?
2. How do you use it?
3. How to connect to outside (non-SD) world?
4. Why to use system dynamics anyway in business?
The comments and personal percerptions on the general situation :
- 50 success stories / 50 failure stories
- Adds insight that was not there
- "A name for the Baby"
- good work >> local group (chapter)
- success stories (the known successes are probably just the tip of the "iceberg")
- standard story template necessary
- C-level access >> strategy work
- marketing investment (the benefit of SD must connect with the emotional side)
- useful for scenario analysis
- facilitates the cooperation (intercompany)
- fosters training/ organizational learning inside organizations and across
- usable for creating a better future (vision) as the broader picture and the interdependencies is easier to see
- there is "no one-size fits all" solution
- "fit the back pocket"
- Causal Loop Diagrams as a starting point for discussions
- Case study format (paper)
- case library
- creative problem solver
- SD people in business, who are they?
- win-win situation
- to see/ show colleagues that intuition does not always work
- time for paper = scarce >> template
- how to let colleagues adopt SD in business?
- teaching
- how do you explain/ sell complex methods?
- setup stakeholder approved
- broaden your perception - let go
- system analyst
- session for ISDC 2009
The essential ideas that everybody was committed to were:
1. Putting together a case library of success/failure stories (up to 50 each -if possible!) with everybody's help as case studies for educational, executive use (based on a template provided by Jörn Ewaldt)
2. Preparing a special session on the business use of SD (especially around the benefits, implementing difficulties, etc.) for the coming ISDC 2009 in Albuquerqe, USA
Ralf Lippold, 13.08.2008
