Introducing

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

Its all linked

Golden Circles

AIESEC 2015 & BHAG

The Experience We Offer

12

Business Model Generation

16

Team Member programme

17

Team Leader programme

19

Global Internship programme

21

Global Community Development programme

23

2015 Step by Step

25

Timeline

27

FAQs

28

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 isnt for:

A planning tool or
management framework
External sales and
marketing tool

What is my role in the context of 2015?

LCs

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

MCs

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.

AI

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 Humankinds
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. Its not one versus the other, but one
complementing the other! Thats why AIESEC 2015 is
about improving our current programmes exchange,
leadership and global learning environment while
inventing new ones.

Essence

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

Its 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 Humankinds

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:

BHAG

Peace and Fulfilment of Humankinds

Potential

@Way
Our BHAG:

Engage and develop every young

person in the world

BHAG!
What is it?

BHAG stands for Big, Hairy, Audacious, Goal. Its

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 members 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 youll find more details
about the improved programmes

The AIESEC Experience

Improve and Invent
To follow the road towards 2015, the organisations direction, from now on, needs to be
focused in two complementary forces:

1)

Constantly reviewing our programmemes in order to improve them;

2)

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?

Value

Key
Partners

7
Key
Activities

Proposition

Customer
Segments

4
Customer
Relationships

5) How we earn revenue?

6) What resources do we need?

Key
Resources

7) What activities do we perform?

Channels

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: http://www.youtube.com/watch?v=OgEgsf5CTfQ

AIESEC 2015 Videos: http://www.myaiesec.net/content/viewfile.do?contentid=10170408

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: http://www.youtube.com/watch?v=qHszNj69vME

AIESEC 2015 Videos: http://www.myaiesec.net/content/viewfile.do?contentid=10170408

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: http://www.youtube.com/watch?v=xGcCAWZYVrg

AIESEC 2015 Videos: http://www.myaiesec.net/content/viewfile.do?contentid=10170408

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: http://www.youtube.com/watch?v=bM0Z5Cg2jwM

AIESEC 2015 Videos: http://www.myaiesec.net/content/viewfile.do?contentid=10170408

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: http://en.wikipedia.org/wiki/Big_Hairy_Audacious_Goal.

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
programmes 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?
Its 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

http://www.ted.com/talks/la
ng/eng/simon_sinek_how_
great_leaders_inspire_acti
on.html

BHAG

Business Model
Generation

Page 9, Footnote 3

Page 16, Footnote 4

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

Osterwalder &
Pigneur
Wiley (2010)

excited about
AIESEC 2015?

Are you