The importance of creativity as a strategic competence is growing rapidly; it is key to survival in the next era. Creativity is not limited to products and services but also to the way value chains / networks are structured and the nodes (partners) in the network are implemented. Technology will penetrate deeper and deeper in the execution and will push humans out of significant parts of the value chain. This transformation is not an optimisation of today's operating model. In order to make this transformation happen, organisations will have to brake free from the architectural paradigms of the past and open up for a fundamental new way of building.

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