Ling Zhang
- Jun 29, 2023
- 4 min read

Shifting Leadership Mindsets: Unlocking Value through Co-Creation

Updated: Jul 12, 2023

Embracing a Transformative Success Mindset in the Evolving Business Landscape

Five Leadership Shifts in the Era of AI (4)

Based on the article of New leadership for a new era of thriving organizations by Mckinsey & Company

Collaboration is the key to success in any endeavor, fostering creativity, driving innovation, and achieving collective greatness

In today's rapidly changing business landscape, creating value for stakeholders is paramount for organizations to thrive. However, the traditional focus on competitive advantage is no longer sufficient. To truly succeed, leaders must undergo a transformative shift in mindset, embracing co-creation and the generation of new levels of value. Based on the article of New leadership for a new era of thriving organizations by Mckinsey & Company, we explore the key principles and practices that drive this leadership evolution, enabling organizations to reimagine their business models and industry ecosystems.

Shifting Leadership Mindsets: Unlocking Value through Co-Creation

Gone are the days that winning meant simply outperforming competitors. Today, organizations must go beyond competition and foster a culture of co-creation. By collaborating with customers and stakeholders, and even competitors, they can unlock new opportunities and address evolving needs more effectively. This calls for a profound change in how leaders approach their roles, moving from being tactical executors to strategic architects.

To successfully transform leaders’ mindset and results, it takes several critical leadership practices. First, leaders need to establish a robust platform of core competencies that drive value. This foundation serves as a springboard for innovation and differentiation. Next, leaders must apply these core competencies to an ever-evolving business portfolio, both organically and through strategic mergers and acquisitions. By doing so, they can continually deliver value and stay ahead of the curve.

Furthermore, amplifying value through creative partnerships is vital. Rather than viewing suppliers and competitors as adversaries, leaders should embrace collaborative opportunities to shape and grow industry ecosystems. This approach fosters mutually beneficial relationships, opens new avenues for growth, and drives collective success.

One of the companies that successfully made the shift towards co-creation and value generation is Lego. For decades, Lego was known primarily as a manufacturer of plastic building blocks. However, as the digital age unfolded, the company faced new challenges. The rise of digital entertainment and video games posed a threat to Lego's traditional business model. Recognizing the need to adapt, Lego embarked on a remarkable transformation journey.

Lego's leadership realized that they needed to leverage the power of co-creation and engage their customers in new and innovative ways. They understood that their building blocks were more than just toys; they represented a means of creativity and self-expression for both children and adults. With this insight, Lego embraced an open innovation approach.

The company launched an online platform called Lego Ideas, where fans and enthusiasts could submit their own designs for new Lego sets. Users could vote on their favorite ideas, and if a design received enough support, Lego would consider producing it as an official Lego set. This initiative not only allowed Lego to tap into the creative potential of their passionate fan base but also served as a powerful marketing tool, driving engagement and loyalty.

Additionally, Lego forged strategic partnerships with major entertainment franchises such as Star Wars, Marvel, and Harry Potter. By licensing these popular properties, Lego was able to co-create sets that merged the iconic characters and stories with their building blocks, appealing to a broader audience and tapping into existing fan bases.

Furthermore, Lego invested in digital initiatives to enhance the play experience. They developed interactive apps and video games that combined physical building with virtual game play. This integration of digital and physical elements added a new layer of engagement, allowing children to bring their creations to life in virtual worlds.

Through these strategic shifts, Lego transformed from a traditional toy company into an ecosystem of creativity and imagination. By embracing co-creation, partnering with diverse entities, and leveraging digital innovation, Lego successfully navigated the challenges of the modern era and emerged stronger than ever.

The Lego example demonstrates the power of embracing co-creation and value generation as a means to reinvent and revitalize a company. By involving customers and stakeholders in the creative process, businesses can tap into new ideas, foster deeper engagement, and adapt to changing market dynamics. Lego's story serves as an inspiring testament to the transformative potential of embracing a co-creation mindset in the pursuit of sustained success.

Another example is the inspiring journey of DBS, the Development Bank of Singapore, as a prime example of this leadership shift. DBS embarked on a mission to become the best bank in the world, not by asking what the bank wanted to do, but by reimagining how they could make banking easy, fun, convenient, and joyful for their customers. Through adopting an ecosystem mindset and leveraging technology, DBS transformed its business model, expanded its customer base, and achieved remarkable impact.

To embark on this transformative path, leaders must embrace five modern mindset shifts: becoming visionaries who generate impact for all stakeholders, allowing individuals to be their authentic selves, fostering collaboration in empowered networks, embracing rapid learning cycles, and adopting an architectural approach to co-create new value.

In the era of a digital world that business is driven by AI technologies and data, leaders must shift their mindsets to thrive in the dynamic business landscape. By embracing co-creation, leveraging partnerships, and fostering a culture of abundance, organizations can unlock unprecedented levels of value for their customers and stakeholders. It is through this visionary leadership that businesses can forge a path towards sustainable success in the age of constant disruption and change.