In a generative enterprise, everyone from the CEO to the most junior employee is focused on accomplishing the enterprise’s mission, thereby manifesting its intent and generating maximum value for the entire ecosystem of which the enterprise is but one interdependent part.

The dual aspects of intent: a generative, enrich-the-world purpose, and a vision of realised potential
Intent is the enterprise’s heartfelt desire to enrich the world in a particular way. The dual aspects of intent are generative purpose and generative vision.

Generative purpose: Why the enterprise exists, beyond profit.

Generative vision: A vision of realised potential. A depiction (an actual picture accompanied by vivid explanatory text) of how the world will be when the value generation potential of the enterprise is being realised and the enterprise is animating its purpose to the full.

Mission: An enterprise-wide programme of work aimed at manifesting intent within a given timeframe.

Each mission has the aim of increasing the manifestation of the enterprise’s intent

The main distinguishing features of a generative enterprise

It has an ethos of world enrichment and unconditional service.

The enterprise seeks to generate maximum value for all constituents of the enterprise ecosystem and not just favoured stakeholders.

It relentlessly pursues its intent—a heartfelt desire to enrich the world in a particular way.

All work contributes to an enterprise-wide mission aimed at manifesting intent within a given timeframe.

Rich Creation is the principal means by which the enterprise accomplishes its mission.

Read about Rich Co-creation

It is widely understood that value is not ‘delivered’, as if by FedEx. It is generated through the interaction between the value beneficiary (e.g. customer, user) and the value generator (product, service, facility, establishment or event).

By means of a parallel structure called the creative learning organisation, the enterprise develops a strong generative capability and the workforce becomes a creative powerhouse.

Read about the creative learning organisation

Every employee is a coach and fully committed to helping colleagues unlock their creative potential.

Legacy enterprises and generative enterprises compared

Use the buttons to move between the two slides.

Why transform your organization into a generative enterprise?

Generative enterprise is a new proposition and hard evidence of its virtues is not yet available. However, the benefits listed below are predicted.

By enriching the entire ecosystem of which the enterprise is but one interdependent part, more value is created for the enterprise as a natural consequence.

The viability of the enterprise is strengthened and its long-term future is more secure.

The best talent is attracted and retained.

The reputation of the enterprise is enhanced.

A distinctive and respected corporate brand arises.

Competitive advantage is boosted.

Sustainability and corporate social responsibility activities are no longer handled by specialist functions. They are an intrinsic part of everyone’s day to day work.

The enterprise becomes a learning organization.

A generative culture emerges. This embraces all other forms of organizational culture sought by senior managers: innovation culture, learning culture, collaborative culture, coaching culture, agile culture, responsive culture, Teal culture, and so on.

Shareholder value increases.

See also: The business case for Rich Co-creation

The architect of the Generative Enterprise concept is Jack Martin Leith

Jack is also the originator of Rich Co-creation and the founder of The Bureau of Management Theory and Practice.

Read more about Jack


Organizations driven by purpose and values outperform their competitors in revenue, profit, and stock performance.

Source: Twelve Forces That Will Radically Change How Organizations Work, by Vikram Bhalla, Susanne Dyrchs, and Rainer Strack, The Boston Consulting Group.