Coaching by Sustainable Innovational Values (CSIV): Portraying the case of the 40-30-30 tri-intersectional model

We live in a world that is constantly changing and transforming. Some believe that strategic planning and scenarios building are almost impossible in this kind of context (Mintzberg 1994; Dolan et al, 2003). Yet, in order to survive, organizations need to constantly innovate and renovate. In this paper, we show that using the 40-30-30 tri-intersectional model of values that underlie the Managing and Coaching by Values model (Dolan, 2011; Dolan et al, 2006)¿with its three essential axes (economic-pragmatic, ethical-social, and emotional-developmental)-as a perpetual process for alignment and realignment¿can lead to sustainable innovation in organizations. Early research and consulting experience both show that true innovation is initiated only when the ¿innovator¿ assumes the responsibility to champion a new idea and that this occurs when passion is embedded around and within the process. Paradoxically, albeit the call for new and innovative initiatives occurs in an organization¿s strategic plan and throughout its competitive life, many innovations end up in failure because of the lack of passion on behalf of the innovative agent or within the context in which the innovation is taking place. In this paper, we derive a ¿Coaching by Sustainable Innovational Values¿ model (hereafter CSIV) as a platform for use in reengineering the culture which will motivate people and organizations to more precisely identify future scenarios while also developing competencies to address just-in-time events and to provide alternative ¿back-up¿ scenarios. We argue that cultivating a culture of passion will lead to sustainable and continuous innovation.