melt master's playbook

MELT MASTER’SPLAYBOOKB Y M I I K K A L E I N O N E N

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MATERIAL EFFECT

How will you shape the material world?

MATERIAL RESOURCES

ECOSYSTEM

What can you incorporate into your service?

What partners and features connect with the resources and offering?Are they controlled by providers or customers?

IMMATERIAL RESOURCESWhat assets would you like to combine with your service?

IMMATERIAL EFFECT

How do you amplify the immaterial world?

REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS

MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,

Change of current status…

IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…

IMMATERIAL HAVES

Emotions, Competence, Knowledge, Authority,

Intelligence, Imagination, Talent, Insight, Loyalty,

Creativity...

– Miikka LeinonenBY MIIKKA LEINONEN

As material and immaterial worlds melt, new business

opportunities arise.

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Use of the frame

OUR WORLD IS BECOMING

IMMATERIAL.

MATERIAL WORLD

MELTE.G. OBJECTS AND

ACTIONS

Products become services.

Services become communities.

Ownership becomes blurred.

New ecosystem roles disrupt businesses.

IMMATERIAL WORLD

E.G. TALENT, EMOTIONS AND COMEPTENCE

THIS IS WHERE THEY

Melt Frame is a strategy facilitation and innovation tool.

Of course! Do what ever you want with it. Be creative!

IMMATERIAL LOOP

MATERIAL LOOP

ECOSYSTEM

The worlds are interconnected through loops. Follow the loops, and you may find some surprising insight.

What is Melt

Frame?

Core idea?

What this means for companies.

Frame

Can I modify

it?

Based on the visual strategy book Melt by Miikka Leinonen

BASIC SERVICE ANALYSIS

MATERIAL EFFECT

IMMATERIAL EFFECT

MATERIAL RESOURCES

IMMATERIAL RESOURCES

ECOSYSTEM ROLES

EPIPHYTE STRATEGY

CREATING DATA RESOURCES

COSTS AND REVENUE

EXTRA TOOLSThis is a beta version of the Melt Master’s Playbook.

Let me know what should be added or clarified. – Miikka

MELT MASTER’SPLAYBOOK

B Y M I I K K A L E I N O N E N

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MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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Add the name of your service or brand

in the center.

Think simple.

e.g. Food ingredients and Pots and pans.

e.g. Talent of amateur chefs and Past

experieces.

e.g. Beginners cooking package and

24/7 mentoring chat app.

What the service or brand delivers? Something concrete, e.g. Makes

cooking simple.

What emoties or knowledge does it deliver?

e.g. Enjoyment or Cooking skills.

e.g. Skype cooking class and Online community

support”.

Critical thinking: What does

the REALISTIC ecosystem look like?

Critical thinking: Are you wasting your energy in things that have no real impact?

Add material effect.

Add immaterial effect.

Add material resources.

Add immaterial resources.

Add features and partnerships that

produce the effect.

Add features and partnerships that melt the resources to your

service.

Discuss why this differs from reality.

DIFFICULTY TIME 10 min.

2

1

4

3

6

7

5

This exercise gets you started. Do this as a first thing if you are developing a service or brand.

GO TOMATERIAL EFFECT

START HERE

Does this portray your key features and partnerships

correctly?

ANALYZE

NO YES 8

7

MATERIAL EFFECT

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

2

1

8

GO TOCOSTS AND REVENUES

What do your customers want?

E.g. Save time and Organized life.

Find new customers that mach your

offering.

NO

List material effects.

Have you created new material resources?

E.g. Cooking class creates food. What can you do

with that?

MATERIAL EFFECTHow does your service or brand affect the material world? How well does it meet customer needs?

START HERE

1


Don’t start guessing. Ask them.

You can always reverse-engineer your

service. Start from customer needs.

Does your service create something unforeseen that

has value for new customers?

List customer’s material needs.2

Do your material effects

match with customer

needs?

NO

GO TO

GO TO

MATERIAL RESOURCES

IMMATERIAL EFFECT

Do you want to reshape your

service?YES

YES

YES

What does the service or brand deliver?

Something concrete, e.g. Makes cooking simple.

NO

NEED MAPPER

If not sure what needs are material and what immaterial, try Needs mapper.

Look into your brand promise and value

proposition.

Ready for bean counting?

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22

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IMMATERIAL EFFECT

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

1

2

10

“What do your customers want?”

Find new customers that mach your

offering.

NO


You can always reverse-engineer your

service. Start from customer needs.

Does your service create something unforeseen that

has value for new customers?

Do your immaterial

effects match with customer

needs?

NO

GO TOIMMATERIAL RESOURCES

Do you want to reshape your

service?YESYES

NEED MAPPER

If not sure what needs are material and what immaterial, try Needs mapper.

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12

List customer’s material needs.2

IMMATERIAL EFFECTHow does your service make people feel? Does it support their world view, or create sense of belonging? Does it add knowledge?

IMMATERIAL EFFECT

START HERE

List immaterial effects. 1



E.g. Happiness, Trust, Meaning, Passion,

knowledge, Talent...

What emoties or knowledge does it deliver?

e.g. Enjoyment or Cooking skills.

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MATERIAL RESOURCES

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

2

1

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RESOURCE MAPPER

MATERIAL RESOURCESCars, houses, meetings, jogging, power grid, weather, nature, production. What tangible creates the base of your business?

START HERE

Want to find more

resources?NO

TRY

YES

List material resources. 1

Add features and partnerships that connect resourses to your service.

2

e.g. Beginners cooking package.

Don’t limit yourself to the obvious.

Competing products are a resource too.

Data is a simple aditional resourse for any service. See where you can extract that.

Resource mapper helps you to find elements to use as part of your service.

DIFFICULTY

e.g. Food ingredients, Pots and pans or

User data.

TIME 15 min.

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IMMATERIAL RESOURCES

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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SELF-DETERMINATION THEORY

1

Add features and partnerships that combine

haves with your service.

IMMATERIAL RESOURCESThe big guestion stands: “How do you activate immaterial elements and guide them to be part of your service.”

This is super important for community-building and generating unigue “soft data” about peoples’ desires and opinions.

List immaterial haves.

Add features and partnerships that

produce desired effect.

START HERE

3

This can be a bit tricky. Take

your time.

Moving immaterial elements could need both push and pull.

Select elements you would like to have in

your service.

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5

What immaterial people have? E.g. Emotions, Talent,

Experience...

Is that enough to get the haves

moving?

NO

GO TOECOSYSTEM ROLES

YES


List immaterial effects you have to produce to create immaterial

resources.

E.g. “Rate peoples’ food pics and give them

development ideas”.

E.g. Excellent cooking talent, Enthusiasm...

2

TRY

What activates us? Find the right combination of motivators.

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ECOSYSTEM ROLES

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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Rule of thumb:

Remove all partnerships and features from

the frame.

ECOSYSTEM ROLESAre you a control freak? Or can you move away from the world of scarcity and accept other stakeholders as equal owners of the service? Sharing economy, for example, is founded on the idea of shared control. The ecosystem roles you choose can accelerate your service’s impact immensely.

DIFFICULTY

Assess how this reflects to resources

and effects.

START HERE

More open -> More scalable and better connection with the immaterial world.

Ownership can mean “sense of ownership”. People, for example, feel

they own their Facebook wall.

You can split features, e.g. user owned profiles and marketing profiles.

Try internal view. Do employees own

their work?

or no-one defined.

or some other controller.

More closed -> better chances of making money.

Top part of the ecosystem is open. Ownership is shared or controlled by the customers.

Bottom part is controlled and owned by one entity (maybe you).

Put them back one-by-one and

ask the question...2

Who has the ownership of the feature?

YOU CUSTOMERS

1

GO TO

GO TO GO TO

GO TO


MATERIAL RESOURCES MATERIAL EFFECTS

REVENUE AND COSTS

IMMATERIAL EFFECTS14

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TIME 30 min. 17

EPIPHYTE STRATEGY

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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What new service feature could you offer your

customer.6

E.g. Tracking service.

EPIPHYTE STRATEGYCompany can function merely as an epiphyte in the ecosystem of others. But once it is part of the ecosystem it can actively try to find new roles.


“Epiphyte is a plant that grows on another plant, especially one that is not parasitic.

E.g. orchids growing on tree trunks in tropical

rainforests.”

Examine what else you could deliver and what other ecosystem roles

you could adopt.

Add the name of your customer’s service or brand in the center.

Add service’s key features and partners.

What new material or immaterial effect could

you produce?

Add your primary role in the mix.

Add effects and resources.2

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START HERE

SEE EXAMPLES

SEE EXAMPLES

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e.g. Trust and flexibility.

For example: Material resource,

e.g. Transportation service.

GO TOREVENUE AND COSTS

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CREATING DATA RESOURCES

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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1

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Add features that utilize the data.

CREATING DATA RESOURCESWhat about data? All services produce it. It’s not material but it’s not immaterial either? What should be done with it?


Can the data be used as a resource for

the original service?

Can the data be used as a resource for

some other service?

Add data generated by the service.

START HERE

1

2

GO TO GO TOBASIC SERVICE ANALYSIS EPIPHYTE STRATEGY

NO

NO

YES

YES

Make it public and free.

e.g. Profile views or chat volumes.

e.g. Personalized recommendations.

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In many cases it’s clearer to start a

new frame.

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COSTS AND REVENUE

MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

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COSTS AND REVENUEMoney is a metric for the material world. Using immaterial elements to drive change in the material world is the key to greater profits.

DIFFICULTY

Melt Frame is an ideation and strategy tool. It does not explicitly state which actions generate costs or revenues.

In the end it’s up to your creativity.

Ability to affect the material world always creates an opportunity make profit.

Moving material elements typically requires some investments.

Harnessing more immaterial elements, e.g. talent and emotions, is a valuabe thing, but you might have to sacrifice some profits, e.g. freemium strategy.

Immaterial elements add value, e.g. loyalty, brand awareness,

sense of ownership...

The right ecosystem roles either make or break your business.

ELEMENTS IN THESE AREAS ARE MORE LIKELY TO

GENERATE...

REVENUE

REVENUE&COSTS

COSTS

Estimate costs and revenues.

1

TIME 30 min. 23

BY MIIKKA LEINONENNEED MAPPER

SELF-DETERMINATION THEORYBY MIIKKA LEINONEN

Sense of responsibility towards community and altruistic motives.

Reputation and fame-related motives.

Curiosity and enjoyment-related motives.

Reward-related (financial or other) motives.

EXTRA TOOLS

Make a Need Mapper for each

stakeholder.

List all his needs (rougly related to

the topic).

Divide them into material and

immaterial needs.

Figure out what motivates your

customers.

Take these motivators back to the Frame

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2

E.g. Professional cook, Barbeque enthusiast,

Amateur chef, ...

New skills, sense of belonging, facilites, new

ideas, customers

You might have to unbundle some of them.

Some want to be admired, some want to help and

some like the shiny things.

Pair motivators and your service features. Are

you offering a path for altruism? Are you making your customers look good in the eyes of their peers?

3

3

2

Need Mapper helps you to collect all needs and divide them into material and immaterial.

What gets people excited? What makes them jump into action? What motivates them to share and care?

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BY MIIKKA LEINONENEFFECT EVALUATION

ELIMINATESCREATES NEW INCREASES DECREASES

EXTRACT

BY MIIKKA LEINONEN

MATERIAL SURROUNDINGS

REPLACE

BUNDLE

Map e.g. development process, use of the product...

What parts can be replaced with something more immaterial? e.g. product replaced with a service.

What parts can be combined with something more immaterial?

What intangible can be extracted? e.g. actions produces data.

RESOURCE MAPPER

EXTRA TOOLS

List all components of a material

process.

Find what you can “immaterialize”

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2

e.g. purchase process, development process, use of

your product...

e.g. replace experts with crowdsourcing.

Estimate the impact of your service to material

surroundings.

Are you disrupting a business or not?

Are you changing the world or just fine-tuning your business? This helps you to estimate the results.

Disruption Disruption

Pick a part of your business and find out what can be made more immaterial?

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MATERIAL EFFECT


MATERIAL RESOURCES

ECOSYSTEM




IMMATERIAL EFFECT


REVENUE STREAMS

COSTSTRUCTURE

MATERIAL NEEDS




IMMATERIAL HAVES



Creativity...

– Miikka LeinonenBY MIIKKA LEINONEN

As material and immaterial worlds melt, new business

opportunities arise.

WW

W.M

IIKK

AL

EIN

ON

EN

.CO

M V

ER

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melt master's playbook

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