Hi, I’m Julian Kawohl, founder of Ecosystemizer, and I’d like to share how I got into the fascinating world of business ecosystems.
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It all started around ten years ago when I was Head of Strategy at AXA Insurance in Germany. We were exploring how to combine insurance offerings with smart home devices—an early attempt to build an ecosystem. The idea seemed simple: integrate home security systems with insurance to offer customers better protection and reduce claims, creating a win-win-win situation.
But the project failed. Distribution teams were reluctant to sell smart home devices—they already found insurance challenging enough. The added complexity created friction. That failure became a pivotal moment in my career. It made me realize that while the concept of ecosystems was promising, we lacked a clear understanding of how to design them successfully.
This realization brought me back to academia. As a professor of strategic management, I began to study ecosystems in depth—interviewing companies, analyzing real-world examples, and uncovering what made ecosystems thrive or fail.
A second key turning point came five years ago at a networking event. Denis Krechting (my co-founder at Ecosystemizer and co-author of Ecosystemize Your Business) and I were speaking with a group of senior executives. One of them had launched several digital tools, like a recipe app, but growth had plateaued. The traditional approaches were no longer effective.
We challenged him to think beyond products: What if his company became a full-service provider addressing broader human needs? He struggled to visualize how ecosystem thinking could shape that vision. That’s when we first drew the Ecosystem Strategy Map — on a beer coaster in a German pub.
When we later introduced this framework to executives, the feedback was immediate and enthusiastic. One leader said, “If I had had this framework earlier, I could have avoided so many mistakes.” That was the beginning of something bigger.
Over the years, we developed a full methodology and toolset to translate ecosystem theory into business practice. The outcome was our book Ecosystemize Your Business. It’s centered on designing human-centered ecosystems that create real value by solving people’s problems—not just selling products.
This requires a mindset shift: It’s no longer about B2B or B2C. It’s about ecosystems that serve human needs across business boundaries. When I began this journey, I predicted that within ten years, we’d move beyond those traditional categories—and that’s happening now.
Businesses that adopt this perspective can unlock entirely new growth opportunities and establish relevance in rapidly changing markets.
That’s how I entered the world of ecosystems—and why I’m passionate about helping businesses unlock their full potential through ecosystem strategy. If you’re ready to explore this approach, visit our website for tools, case studies, and insights to help your business thrive in the ecosystem era.
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