no straight lines grey 2012

Making sense of our non-linear world for Grey EMEA

@alansmlxl

Amazon link: http://ht.ly/8CJGm

This presentation is based upon the book available at Amazon

A non-linear, ambiguous, complex world.

alan moore | www.smlxtralarge.com | no straight lines introduction 2011

Me, We. Jung re-wired for the 21st Century

| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

“Me We” Ali’s shortest poem


“I” Needs “We”

to truly be “I”

carl jung


Communication? | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

Communion | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

Folk culture


[Communion]


Identity created by storytelling / narrative making / culture

http://www.(lickr.com/photos/nathaninsandiego/2723981272/

Fan fiction


2005 YouTube

36 hours video every 60 secs of every day

Facebook A congregation of 800 million

Myspace Destroyed by News Corp




POWER

Access to, and, the (RE)distribution of knowledge allows us to renegotiate the relationships of power; church,

state, government, society, commerce


Q: did the Catholic church see Gutenberg coming?



Gutenbergs little wooden printing press was used as the tool by Martin Luther to overthrow the hegemony of the church in Europe and change the direction of political power

A technological revolution…


…or, a social one? | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

What does technology


Want?

OPPORTUNITY FREEDOM

EMPOWERMENT MUTUALISM DIVERSITY

EFFICIENCY INDEPENDENCE

BEAUTY


the Human-OS | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

Participatory culture


“Drift towards mutualism is moving towards an old dream: to maximise both individual autonomy and the power of people working together”.


A connective communications

membrane wrapping itself around

the earth


Crafting a new economic and organisational world


Refined data the black gold of the 21st Century

Alex Pentland, director of MIT’s Human Dynamics Laboratory, “Using location data, I can say a lot about the music you like... for example, your financial risks.”


Recommendation engine, usage based, data fed



Mass customisation

Curation of content, packaging of content, filtering and sense making


Ubiquity = Everywhere


Openness | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

is resilience

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402 Networked solutions = new frameworks

The only way of discovering the limits of the possible is to venture a little way past them into the impossible


Faced with certain commercial death how do we discover a new sustaining business model?


By enabling our customers to constantly co-create the future of our company, meaning we co-create better products, services, and increase revenues.


Co-evolved customers, Co-evolved business model

Co-evolved organisational model


1.  Having the wisdom to recognize old model of commerce was broken

2.  Having the courage to explore new and emergent means by which to create a new sustainable business

3.  Deep listening – ability to critically appraise

4.  Recognising the important patterns in co-creation and how they could have real benefits for R&D, organizational capability, commercial models and marketing

5.  Evolution to a new economic / social / organizational model

6.  Marketing meets R&D

Why is LEGO relevant to you?


How do we create a business that sells fashion without the need for retail stores, and all the associated costs?


Mobile enabled commerce | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

Designing for time zone needs


stretching and blending time

Activities during the day, but most product purchases between

10pm and 2am


45% response rate €83m revenues in 2008


1.  Business as a platform

2.  Business as an eco-system

3.  Blended reality

4.  Data – designing with data

5.  Mass customisation = shopping satisfaction.

6.  Participatory cultures

7.  Need to belong to tribes: self-expression, self-esteem,

fashion knowledge, peer group recognition,

8.  Value is created not only in the purchase of goods it is co-created by the Girlswalker community.

9.  4C’s: commerce, culture, community, connectivity

Why is GIRLSWALKER relevant to you?


1.  Traditional fashion retailers believed the founder of Girlswalker would never make a single yen from trying to sell fashion in this way.

2.  Dangers of fixed orthodoxies that mean organizations cannot see new opportunities – they stay ambiguous.

Why is GIRLSWALKER relevant to you?


How do we create a business that designs and sells T-shirts globally with no cash?


Deconstructing organisation


1.  Entrepreneurialism

2.  Running *Lean* to be adaptive

3.  The company as a community

4.  Designing for the HumanOS – identity / trust / belonging

5.  Co-creation + experience

6.  The gamefication of cooperation

7.  4C’s: commerce, culture, community, connectivity

8.  Market as a global marketplace (economy of scope)

9.  Revenue sharing

Why is THREADLESS relevant to you?


How do we find the best possible solution to our challenging problem?


Deeply understand the opportunities: social / organisational / economic paradigm

alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Disrupt yourself before someone does it to you


Design for participation, or Read/Write


Design for economies of scope


Design for the intention economy


Design for data + linked economics


Design for deeper engagement


Design for personalisation


Design for customisation


Design for communities of interest


Design for blended reality


Design for service


ALAN is described as a charismatic visionary who has a firm grasp of the significant and disruptive trends which are currently reshaping our world. Through his most recent project No Straight Lines: making sense of our non-linear world, he interprets these complex themes into their most salient points, taking concepts from various sources and detecting the previously hidden relationship between them. With his unique insight, Alan enables organizations and companies to address the challenges we now face to develop transformational and winning ways for ‘what next’ practically looks like.

He is the founder of the innovation consultancy firm SMLXL and co-author of “Communities Dominate Brands”: in which he coined the phrase ‘engagement marketing’ and explored the significant implications for business and organisations of living in a wired-up, networked, socially orientated world.

He sits on the “board of inspiration” at the Dutch Think Tank Freedom Lab. He acts as “Head of Vision” for the worlds first venture fund funded by a global community – Grow Venture Community. He is a visiting lecturer at the Cambridge University Judge Business School, and at the Oxford University Saïd Business School including Exec Ed programs. Alan is a Fellow of the Royal Society of Arts and an advisor to the Pleasance Trust (Edinburgh Fringe Festival).

[email protected]

@alansmlxl

www.no-straight-lines.com