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AIESEC 2015 Booklet April 2011

2015 Booklet What will you find? Section On the Road to 2015

Page Number 3

What is this booklet for?


What is my role?


Essence and Progress


The Big Picture


It’s all linked


Golden Circles




The Experience We Offer


Business Model Generation


Team Member programme


Team Leader programme


Global Internship programme


Global Community Development programme


2015 Step by Step






The Road to AIESEC 2015

What is this booklet for? This booklet is designed to provide a comprehensive understanding of AIESEC 2015, as a strategy and mid-term ambition for AIESEC globally.

It will allow you to understand the key elements which are important for AIESEC 2015, so that you can better facilitate the implementation of AIESEC 2015 in your country, territory or local chapter.

What this booklet is for:

• Understand the strategy and ambition for AIESEC globally; • Understand key strategic elements of 2015; • Understand in detail the programmes which AIESEC runs;

Disclaimer! This booklet is not designed as a complete planning and management guide for your entity, nor as an external sales and marketing tool. The information is intended for an internal AIESEC audience, to give the depth of understanding about AIESEC 2015, so external materials can be customised as needed.

What this booklet isn‟t for:

•A planning tool or management framework •External sales and marketing tool

What is my role in the context of 2015?


• • • •

Implement and execute the programmes which AIESEC runs Track and report the achievements of targets at a local level Evolve and adapt operations as required Support the MCs in implementing a long-term plan


• Support LCs to implement the programmes and track the achievements of targets at national level • Managing the balance of the current programmes and introducing new ones. • Ensure constant communication of global and national direction towards 2015.


• Support MCs to implement the programmes and track the achievements of targets at global level • Managing the process of inventing and piloting new programmes. • Ensure constant communication of global direction towards 2015.

Essence and Progress The Chinese wisdom of Yin Yang1 represents a metaphor between slow and fast, soft and hard, essence and progress: seemingly contradictory forces that, in the end, are interconnected, both essential for the continuation of the whole.

Progress Since the creation of the AIESEC Way, our organisation keeps this essence as our main compass that connects our vision – Peace and the Fulfilment of Humankind’s Potential – to our evolution throughout the years. In order to advance, we need to maintain the essence of the organisation, but, at the same time, allow innovation and progress. It’s not one versus the other, but one complementing the other! That’s why AIESEC 2015 is about improving our current programmes – exchange, leadership and global learning environment – while inventing new ones.


AIESEC 2015 stimulates progress and is our aspiration in order to get closer to our vision. The AIESEC Way is our compass to get there.

The Big Picture

Itâ€&#x;s all linked! During the D.R.E.A.M. Process, AIESEC used various methodologies to develop AIESEC 2015. These helped us to understand how the different elements of AIESEC 2015 are linked.

Golden Circle - What is it?

It is comprised of three spheres (Why, How and What). Below you can find the golden circles that define AIESEC: 2

Why (why does AIESEC exist?): To empower young people for Peace and Fulfilment of Humankindâ€&#x;s

Why Potential. How How (How do we deliver our unique selling points?): Value-based platform; accessible to a high volume of young people; What exploration and development of leadership potential; experiential learning, cross-cultural understanding and creating positive impact.

What (what does AIESEC provide?): Team Member programme, Team Leader programme, Global Community Development programme, Global Internship programme

Keep in Mind! The AIESEC Way is our compass and the Golden Circle model is just a way of explaining the same essence in another way. Nonetheless the content does not challenge the AIESEC Way, but rather strengthens it.

What we envision:


Peace and Fulfilment of Humankindâ€&#x;s Potential

@Way Our BHAG:

Engage and develop every young person in the world

BHAG! What is it?

BHAG stands for Big, Hairy, Audacious, Goal. It’s a hope that drives organisational accomplishments by setting a focal point of efforts for organisational alignment3. The BHAG is used for pointing a motivational direction that pushes us closer to our vision.

2015 statements and wheels The 2015 statements can be summarised by the 2015 Wheels: Global Youth Voice, First-Choice Partner and Creating a Positive Impact. Objective: Global Youth Voice What type? The most credible and diverse How you deliver it? By our growing physical and virtual reach Objective: First-choice Partner What type? Across sectors How you deliver it? By being recognised for our ability to develop responsible and entrepreneurial leadership

Objective: Positive Impact What type? Cross-generational How you deliver it? By living a high-quality AIESEC Experience and by enabling a collaborative environment

The Experiences We Offer

The AIESEC Experience Engagement: In this phase, young people are introduced to the world of AIESEC through different engagement channels. They will learn about the WHY, HOW and WHAT of AIESEC and it will empower them to pick the path to kick start their AIESEC Experience.

Experiential Leadership Development: The main programmes of the organisation are delivered here. This is the leadership development centre where the members can learn and gain everything from the global leadership network of AIESEC.

Life-long Connection: A life long connection will ensure positive change throughout an AIESEC members life. In this way, AIESEC presents each of its alumni a platform for continuous growth, enabling them to make a constant positive impact on society.

The AIESEC Experience The AIESEC Experience consists of three phases: • Engagement with AIESEC

• Experiential Leadership Development • Life-long Connection

The programmes in the AIESEC Experience can be taken in any order, according to a member‟s choice and the opportunities offered by the entity.

In each of these phases there are programmes to be developed, following the principle of improving and inventing. In this booklet you’ll find more details about the improved programmes

The AIESEC Experience Improve and Invent To follow the road towards 2015, the organisation’s direction, from now on, needs to be focused in two complementary forces:


Constantly reviewing our programmemes in order to improve them;


Absorbing innovative trends in order to invent new programmes.

This is the chosen approach to take the refreshed phases of the AIESEC Experience off paper and how we will get closer to engage and develop every young person in the world.

The Programmes Business Model Generation4 – Why and how was it used? To support this approach of improving and inventing, AIESEC has researched the most suitable methodology to lead a shift in the organisation. Business Model Generation introduces the concept of how organisations create, deliver and capture value. This process can be rationally described by a business model canvas, such as the one below. 1) Whom do we serve? 2) What we offer? 3) How we reach them? 4) How we interact with them?


Key Partners


7 Key Activities



Customer Segments

4 Customer Relationships

5) How we earn revenue?



6) What resources do we need?

Key Resources

7) What activities do we perform?


8) Who supports us?

9) Where do we spend money? Cost Structures


Revenue Streams



The Programmes

Team Member programme It is one of the most crucial ways in which you can start on your path towards leadership development. In this phase you will be introduced to a practical team experience, gain access to a global network and engage in practical hard skills development.

Team Member programme

Team Member Programme Video: AIESEC 2015 Videos:

The Programmes

Team Leader programme This experience will culminate in your personal and professional development through the concept of team building and management. You get to experience leading other members and guiding them in their work, thus becoming a crucial part of their development.

Team Leader programme

Team Leader Programme Video: AIESEC 2015 Videos:

The Programmes

Global Internship programme This programme offers internships that contribute to the professional development of a member and assist them to specialise in a certain field of work. They are normally long term in nature and involve working on diverse business projects and organisations.

Global Internship programme

Global Internship Programme Video: AIESEC 2015 Videos:

The Programmes

Global Community Development programme International internships are the most intense learning experience we offer and links together our global network. This programme encompasses crosscultural positive impact through working abroad for social and community development projects that lead to self development and skill enhancement for the member undertaking the programme.

Global Community Development programme

Global Community Development Programme Video: AIESEC 2015 Videos:

2015 Step by Step

2015 step by step Milestones and Timeline The path we have walked through since IPM 2010 in Tunisia, is represented below, as well the main milestones achieved or to be achieved:

IPM 2010, Tunisia D.R.E.A.M. process presentation

IC 2010, India BHAG and 2015 statements creation

IPM 2011, Mexico WHY, HOW, WHAT 2015 programmes definition

Communi cations Strategic Meetings, March 2011 Development of materials and design

XPROs 2011 Education and communication

to the network

Steering Team Meeting, May 2011 Definition of measures and targets

IC 2011, Kenya Full process closed and translation into operations

Frequently Asked Questions What is AIESEC 2015? AIESEC 2015 is the midterm ambition defined by AIESEC globally during IC 2010 in India. The midterm ambition is composed by vision statements that came from the 600 delegates present in India, with the virtual support of members and Alumni. AIESEC 2015 explains how AIESEC wants to be seen in 5 years time.

What is a BHAG? A BHAG is a Big, Hairy, Audacious Goal. BHAGs are bigger, bolder and more powerful than regular long and short-term goals and they typically take a 10 to 30 year commitment. BHAGs are considered to be nearly impossible to achieve without consistently working outside of a comfort zone and displaying commitment and constant evolution and performance. You can read more here:

Frequently Asked Questions

What is the overall link between the AIESEC Way, BHAG, AIESEC 2015 and our programmes? The AIESEC Way is our guidance and compass and it's to be seen from a very long term perspective. The BHAG is our aspiration and something that challenges the organisation and stimulates progress. AIESEC 2015 is the midterm ambition that defines the desired state of AIESEC in 5 years time. The programmes are what we execute and run every single day for local, national and global operations.

The focus on the BHAG, AIESEC 2015 and the programmes brings us closer to the vision of the organisation of Peace and Fulfilment of Humankind's Potential.

Frequently Asked Questions

When can I find 2015 Goals? AIESEC 2015 goals will be defined during the May 2011 Steering Team Meeting. Until June 30th 2011 we will keep working with the 2010 measures of success. From July 1 st we will be working with the 2015 Measures of Success. What is happening with X+L measure of success? X+L measure of success is still relevant in the network as it allows us to assess the number of members in the network that are developing themselves through more than one of the programmes the organisation offers. Is the current AIESEC Experience changing? Yes. The current AIESEC Experience is evolving to the one presented during XPROs 2011 and in the documents of 2015. We want to have programmes for people to engage with AIESEC, have a deep leadership development phase and also programmes to ensure a life-long connection.

Frequently Asked Questions What programmes are under the “Engagement with AIESEC” phase? AIESEC International will be inventing programmes to enhance this phase, with the support of specific global teams (e.g. Steering Team, GSTs). For the time being the local and national chapters can improve their current engagement channels (E.g. Recruitment, Online Marketing and Induction). What programmes are under the “Life-long connection” phase? AIESEC International will be also inventing programmes to enhance this phase, with the support of specific global teams (e.g. Steering Team, GSTs). For the time being the local and national chapters can improve their current initiatives connected with Alumni and recent members leaving the organisation. Why a difference between a programme and an experience? AIESEC offers experiences. We highly recommend that we keep that communication consistent to external audiences, but internally we are working with programmes to build the management mindset across the network.

Frequently Asked Questions How do we integrate the work that we have been doing with „Execution‟ of the programme‟s business models? The focus for 2010-11 is to achieve our current Measures of Success, while aligning our activity, planning & review structure to implement 2015 programmes. Thus, we need to balance between achievement and making structural transformations in our entities to implement 2015. How much can I customise to my own reality? The AIESEC 2015 programmes can be implemented at any level of the organisation until 2015. The most important thing is to ensure that activity in your country is aligned to the logic of the described programmes. As a minimum, countries should plan their contribution to 2015 according to the 2015 Goals and evolve their operations to implement the programmes. Can I invent my new programmes as country? It’s not recommended. AIESEC International is the entity in the network that is investing resources in research and development of new programmes, testing them and piloting them, and we recommend MCs and LCs to implement the programmes defined globally.

References Golden Circles

Yin Yang

Page 8, Footnote 2

Page 6, Footnote 1 http://en.wikipedia.or g/wiki/Yin_yang ng/eng/simon_sinek_how_ great_leaders_inspire_acti on.html


Business Model Generation

Page 9, Footnote 3

Page 16, Footnote 4

http://en.wikipedia.or g/wiki/BHAG

Osterwalder & Pigneur Wiley (2010)

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