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Constructing Together

In: Thinking from Within

Author

Listed:
  • Johan Roos

Abstract

Recall how the OilCo leaders of Chapter 1 shaped the meaning of the new and rather abstract customer-focus concept with their hands. Recall also how the ChemCo leaders of Chapter 3 visually displayed their X6 strategy and reflected and engaged with the messages embedded into their construction. Unlike what occurred during the many meetings preceding the workshop, their construction work challenged sight and touch as well as stimulated emotional arousal and consciousness. Like artists they expressed the basis for their evolving customer-focused strategy, not just metaphorically but by manipulating a range of devices with their hands. They could have used brushes to paint their views on a canvass, but in this case they crafted meaning in three dimensions with their hands. They used the material dimension of their imagination to an extent previously not done. They were Thinking from Within.

Suggested Citation

  • Johan Roos, 2006. "Constructing Together," Palgrave Macmillan Books, in: Thinking from Within, chapter 4, pages 61-76, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59741-9_4
    DOI: 10.1057/9780230597419_4
    as

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