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As part of the work done by Dr. Otto Scharmer and team, among many global organizations, HP has applied Theory U in change efforts within its digital photography business portfolio, focusing on improving the customer experience and cross-category business strategies.
In 2005, HP launched an effort to improve the value of its digital photography products and services by designing compelling customer experiences across its broad portfolio.
Although originally designed to focus on customer experiences, interviews with executives revealed that delivering satisfying customer experiences would require substantial cross-category and cross-value chain strategy development and
alignment.
A more holistic change effort was then developed and launched, consisting of four tracks:
(1) an Executive Leadership track to address executive learning and leadership, including management of portfolio objectives and leading interdependent cross-business programs;
(2) an Experience Design Operating Model to address governance, decision-making, collaboration, and lifecycle processes;
(3) an Experience Design track to develop the design capabilities and capacity required to meet business goals; and
(4) an Organizational Development track to grow the broader organizational culture in support of the previous three tracks.
In the Executive Leadership track, an initial workshop established a common ground perspective of the digital photography opportunities and challenges.
This workshop also established a learning agenda that served as the foundation for executive learning journeys.
Based on the initial positive results of the digital photography effort, HP is now pursuing a broader use of Theory U in change efforts in its Imaging and Printing Group.
Excerpt from https://www.presencing.org/assets/images/theory-u/Theory_U_Exec_Summary.pdf
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