melt camp explainer

meltcampSimple way to open your eyes

Theoryin brief

WorkshopStructure

Workshop Tools

22.9

.201

5 www. miikka leinonen. com

“As a result of technological advancement, our material and immaterial worlds are melting together. This has huge repercussions for every company.”

ORIGIN

Based on Miikka Leinonen’s visual strategy book Melt

Miikka Leinonen combines his extensive background in graphic design with his passion for business and strategy to create a truly unique theory and visual tools for managers to understand and capitalize on this change.

And this is…

THEORY

MATERIAL WORLD

IMMATERIAL WORLD MELT

The Melt Frame

Everything tangible: Objects and

actions.

Everything intangible: e.g. competence and

emotions.

Elements that can be seen both material and

immaterial.

THEORY

IMMATERIAL WORLD

WHY? EXAMPLES:

Everything is becoming more immaterial!

1Melt has a HUGE impact on every business.

Our needs are more immaterial.

Technology boosts the transformation.

Fierce global material competition.

A

B

C

2

Social media transforms marketing.

Sharing economy shakes up old paradigms.

Digitalization disrupts commerce.

A

B

C

MELT

TOOLS AND SKILLS NEEDED

If you know how to draw this...

Tools:

Skills: ...and this... …you are good to go!

Flip chart or whiteboard Post-it notes Paper Pens

AGENDA

Melt Theory

1 hour

Playing with the Melt Frame

Introduction to the case

2 hours 1 hour 3 hours 1 hour

Working with the Melt Frame

Results

Introductions Lunch Post-game…

Example: One day Melt Camp

Working with the

MeltFrame

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Melt 1 2 3 4 5 6 7 8 9Frame

MATERIAL OPTIONS

IMMATERIAL OPTIONS

ECOSYSTEM ROLES

RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

List all your material assets

Places, objects, actions, people…

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

Home

Our product Use of the product

Sales process

Shop

People Objects Actions Places

Customers

Salespeople

Potential customers

Supporting products

Competing products

WorkplaceDevelopment

process

Production process

Surrounding world

Write down all material aspects of your business.

EX

AM

PLE

Experts

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Can we replace it with a service?

Can we combine it with a service? Can we extract

data from it?

Take a material asset and ask...

Can we extract data from…?

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Test how material elements respond to these questions.TIP

S

AND TRICKS

Supporting

product

Can we replace it with a service?

Can we combine it with a service?

It becomes…

Development process

We can combine it with…

Use of the product

Competing products

Yes. Data can be used…

Surrounding world

EX

AM

PLE

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

How will this shape

the material world?

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

Your product or service

Competition

Point of sale

Revenue streams Cost structure

Assess the effects on the material world.

Huge impact! Some impact

production process

Supporting products and services

EX

AM

PLE

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

List all people who affect or are affected by you.

What immaterial do they have?

What immaterial do they need?

Needs

Enjoyment

Haves

List immaterial haves and needs.

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

Short-term Customer

EX

AM

PLE

Non-paying Customer

Loyal Customer

Needs

Haves

Haves

Needs

Talent

Passion

Ideas Trust

Trust

Deep knowledge

Belonging

Role models

Talent

Energy

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

VERY HARD

INTENSE

What elements can you make

tangible?HARD

MEDIUM

Make key immaterial elements part of your service.

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

VERY HARD

INTENSE TIPS

AND TRICKS

Haves

Short-term Customer

EX

AM

PLE

Talent

Passion

Non-paying Customer

Loyal Customer

Haves

Haves

Trust

Deep knowledge

Energy

How will they change your service?

HARD

MEDIUM

Melt 1

2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

What elements can you

amplify?

What element will you amplify?

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

We can amplify this

Needs

Enjoyment

Short-term Customer

EX

AM

PLE

Non-paying Customer

Loyal Customer

Needs Needs

Ideas Trust

Belonging

Role models

Talent

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Who owns the melting process?

Is it open or controlled?

Test different ecosystem roles

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

Open

Controlled?

Do you want to open up the service to customers, so they feel they own it?

Do you want the service to remain controlled, so it

resembles a material product?

In this role, the service is easier to adapt to people’s

needs and has stronger links to their own immaterial world.

Theoretically, it’s easier to create financial results with

this type of service, as provision can be controlled.

or

Test different ecosystem roles

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

EX

AM

PLE

Option #1. Creates a big buzz. No revenue!

Sense of

Ownership Talent

Sharing

Option #2. Paid features hinder scalability but create a

better revenue.

Talent

Sharing

Money

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

How is the melting process linked to

other melting processes?

Test melting with other services

Are you a tree?

Do you want to allow others to be

part of your service?

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE TIPS

AND TRICKS

Do you want your service to grow on top of other services?

Are you a monkey?

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

TIPS

AND TRICKS

EX

AM

PLE

Option #1. Opening up to other services increases our

set of features and makes us an app marketplace.

Option #2. Becoming part of other services helps us to reach new customer

base and generate new revenue streams.

Test melting with other services

You can choose a number of different ecosystem roles simultaneously and adjust them continuously.

VERY HARD

INTENSE

Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS

EASY

MEDIUM

HARD

VERY HARD

INTENSE

Create a strategic roadmap

MVP Phase 1 Phase 2 Phase 3

www.miikkaleinonen.com

miikkaleinonen

Lets connect!