42. 'Augmented Collaboration, how teams and AI work together' - Patrick van der Pijl

The challenge is clear: the life cycles of products and services are becoming increasingly shorter as a result of growing, and often global competition, as well as rapid technological developments. 

However, traditional, linear product development processes are not suitable to heed these challenges. 

This traditional approach — in which new products and services need to run an internal hurdle race in the form of reviews by different functions (silos)— leads to delays, a waste of (scarce) resources, and internal rivalry. 

Furhermore, the game is shifting – from product development and portfolio management to business model development and portfolio management. 

In 'Augmented Collaboration, how teams and AI work together' Patrick van der Pijl, Patrick Kooij, Alex Knezevic, and Erik van der Pluijm, together with hundreds of co-authors, provide a practical guide on how to successfully address these challenges as an organization. 

I recently had the pleasure of having a conversation with one of the key authors of the book, Patrick van der Pijl, prior to the official release of the book.

In our conversation we discussed:

• The issues caused by traditional linear product development models
• What a new product development model could look like
• Common and integrated teams as an alternative to silos
• Why we rush to solutions instead of spending time on the customer problem
• Personas 2.0
• Why traditional IT tools support silo thinking
• From Product Development to Business Model Development
• How using new technologies can speed up business development processes
• Does collaboration require a corporate culture change
• The importance of pre-selling
• The creation process of the book

Patrick van der Pijl is the Founder and CEO of Business Models Inc (BMI), a global design agency for strategy and innovation founded in 2009, with offices in the Netherlands, China, Australia, and Taiwan.

He has a passion for strategic visioning, graphic facilitation, and storytelling. His company (BMI) was awarded the Pioneer Design Award for the democratization of innovation and strategy tools.

Patrick is the producer of the bestselling book Business Model Generation, which has sold over five million copies in 37 languages. USA Today named Business Model Generation among the 12 best business books of all time, and the German edition was named Management Book of the Year 2011.

Patrick also co-authored the book Design a Better Business: New Tools, Skills, and Mindset for Strategy and Innovation. The book ranked #1 on Amazon's new releases in Strategy books and has been translated into 15 languages.

In 2020, Patrick also published the book Business Model Shifts, where he describes six new ways of creating customer value.

Patrick holds a Bachelor's Degree in Economics from the Amsterdam University of Applied Sciences and a Master's Degree from Nyenrode Business University.

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