COMMON: A New Brand of Capitalism -- Alex Bogusky, Rob Schuham (FearLess Cottage) and John Bielenberg (Project M) present COMMON, a collaborative brand for social entrepreneurs.
...
COMMON: A New Brand of Capitalism -- Alex Bogusky, Rob Schuham (FearLess Cottage) and John Bielenberg (Project M) present COMMON, a collaborative brand for social entrepreneurs.
Video presentation here:
http://fearlessrevolution.com/common
Aleece KossInteresting idea like many others that are popping up all around us. The true challenge is taking that great idea and getting everyone involved behind it to truly make it deliver upon the opportunity it presents. And for that, I wish you the best of luck!2 years ago
Are you sure you want to
Your message goes here
Leigh Himel, Principal at Gravityit reminds me of one of my fav annie leibovitz quotes (paraphrasing here) - democracy beat communism and then capitalism beat them both.
To evolve Capitalism from it's economic roots of unsustainable growth to something more responsible is going to take a sea change in our culture with lovers of brands looking beyond Corporate Social Responsibility programs (that are there as often to mask realities as they are to truly contribute to society).
I think using our skills in marketing to affect that sea change is one of the best uses of our skills i can think of. Keep up the good works :)2 years ago
Are you sure you want to
Your message goes here
1stbureauAlex I see you. In the noise there is a beacon, this technology component wasnt there in the past, now the unified voice and potency is a very real proposition. Consider me Fearless...2 years ago
Something has changedDrop a stone in a bucket and the ripples radiateout. In a big enough bucket this expansion ofenergy seems endless. Until those ripples hitthe edge of the bucket. Then in an instant all thatenergy is moving in the exact opposite direction. 2
Something has changedWe have hit the edges of our bucket, ourecosystem. What was frugal is now wasteful.What was once smart is now dumb. What wasonce business as usual must become businessas unusual. 3
When the old ways begin to give way tosomething yet to be imagined, we have a choice.Live in the past,or get down tothe business ofimagining a future. 4
We believe in commerceCapitalism is themost powerful forceon earth and has liftedbillions out of poverty.But it is in crisis. 5
A brief history of powerAnd each former power goes to work for the new power. 6
Walmart Norway Kuwait Bangladesh Costa Rica Ghana $408BEven Individual Corporations Rival NationsWalmart’s Revenue vs The 2009 GDP of Assorted Nations, Source: The World Bank 7
Having the world wewant will not comefrom “voting” for it. 8
9
We started simply enoughTo help individualsunderstand the powerthey have in the everydaychoices they make. 10
“ Consumers are the largest economic group in the economy, affecting and affected by almost every public and private economic decision. Two-thirds of all spending in the economy is by consumers. But they are the only important group in the economy who are not effectively organized, whose ” views are often not heard. -John F. Kennedy 11
FearLess 1.0With that in mind, we set out to create a newagreement between consumers and corporations. 12
We soon realized we were not aloneHundreds of creative people began reaching out to getinvolved and to make a difference. But in what? 13
“ Socio-productivity means being consistently able to create new industries, markets and categories, and segments that rivals consider “impossible,” flabbergasting them because they fly squarely in the face of industrial-age logic... to create markets and industries that orthodox capitalism is unable to serve... masters of socio- productivity -- create ultra-high- need-low-cost- economic arenas where the least well-off are made the most better-off. ” -Umair Haque 14
We met a very important partner.Project M. Designers solving social problems with design. 15
We cant solve problems using the same kind of thinkingwe used when we created them.”- EinsteinThinking wrong 16
The same kind of thinking ... 17
The potential of creativethinking. A to Shoe. 18
CALLING ALL 26-YEAR-OLDS. Maximum brain power and life experience intersect at 26. 19
Alabamboo800,000 acres of newdesign thinking 20
We came to realize that we can do more thanapply pressure to the current system.Creative peoplemust play a part ininventing the newcapitalism. 21
Our mission:Design a capitalismthat spreads loveand prosperity to allstakeholders. 22
Can we radically scale?To create a livingnetwork that unleashescreativity to solve socialproblems. One thatincubates hundreds,or thousands, of locallygrown and supportedbusinesses workingtogether. 23
We have come to believe that we can build...An open-sourceliving network fora new brand ofcapitalism. 24
A living network that gives creative people:A chance to designand prototype thenew capitalism. 25
The next question became:What components dowe need to build sucha living network, tofoster new forms ofbusiness, and toensure their success? 26
“A new brand of capitalism.”We believe our living networkrequires 3 main functions: New New Capitalism Capitalism Community Out-cubator FearLess Revolution Media 27
New Capitalism CommunityDefinition: A global network of supportPurpose: Increase reach and impactOur goal is no less than to spark a globalmovement. We aim to build a communitywhere designers, strategists, verticalexperts, celebs, capital, media, andanyone else with the credible talent to helpus to launch more new capitalism projects. 28
New Capitalism Out-cubatorDefinition: A social venture launch padPurpose: To manufacture positive changeRapid, ground-up business creation. A newbreed of business - built on values thecommunity holds dear: transparency,sustainability, accountability. As the networkof businesses grow – branded alike – they willbe able to tackle even larger and morecomplex problems through shared data andbest practices.The Out-cubator process will:• Start companies• Buy/rebrand/restructure companies• Co-brand betas with other companies 29
FearLess Revolution MediaDefinition: Aggregator and AmplifierPurpose: Inform and ignite positive changeOur expanded blog and web series will bededicated to making the community and out-cubated companies famous. Focusingbeyond the consumer/corporate agreementto create exposure for the new brand ofcapitalism projects. We will be reporting on afuture where fun and profitability come frommaking people, society and even futuregenerations better off. 30
? So what is our new capitalist brand? 31
Benefiting people, communities, society, the environmentand future generations is the new advantage in business.Our new capitalist brandis about transitioningfrom competitiveadvantage tocollaborative advantage. 32
Why a new brand paradigm:Because while Walmart,Nike, Starbucks, andWhole Foods areunlocking shared value bycollaborating with allstakeholders, their brandsare still limited by thelegacy of an old design. 33
Google IBM Coca-Cola DisneyMcDonald’s 0 50 100 150 200 Brand ValueThis Matters Because Brands Are Very ValuableSources: Interbrand, Yahoo! Finance, numbers in billions USD 34
Lost Value for us allToday, brand value andbenefit only accrues tothe company. Not tosociety. Not to theenvironment. Not tofuture generations. 35
A brand that ? = isn’t an institution but is instead a living networkCan we do better? 36
A brand that ? = provides collaborative advantage rather than competitive advantage?Can we do better? 37
A brand that can ? = represent a new capitalist philosophy.Can we do better? 38
A brand that ? = is open to all that agree to the community rulesCan we do better? 39
Design a HUGE ? = brand for small progressive capitalistsCan we do better? 40
Introducing COMMON:Common purpose,common goals, commonmeans, and commonvalues. A common brandto encompass products,businesses, and ideas ofthe common community. 41
A brand that is= community designed. Community owned. Community directed. 42
The Common Network Here’s how the process of spinning off hundreds of like-branded companies will work ...The COMMON The COMMON Community Out-cubator COMMON Media 43
Our Process: COMMON Community Post it to the Community “I see a problem.” Discussion & Rating COMMON MEDIA OUT-CUBATOR 44
Our Process: COMMON Out-cubator COMMON Capital Can Help the Entrepreneur Get Started Online Discussion COMMON __________ Generates New Created to Change Business Ideas $$$$ the WorldCOMMON COMMUNITY COMMON MEDIA 45
Our Process: COMMON Media Foster Community Inspire the Make Famous Community OUT-CUBATOR COMMON COMMUNITY 46
How the magic gets multiplied:The COMMONcommunityscales online 47
48
49
50
51
52
A global brand and a huge library of brand elements Brand awareness far beyond that of any startup The business development= platform of the community A pool of best practices and wisdom within our businesses Experts in multiple fields of business A community of shared and supportive business values The buying power of the community 53
How else do we manifest the COMMON Community?At FearLess,we like lotsof tangibility 54
The COMMON LabThat little extra boost for the designer/social entrepreneur 55
CM 56
Want to play? Join the FearLess Force http://fearlessrevolution.com/fearless-force/ Follow @FearLessForce http://twitter.com/FearLessForce Like FearLess Cottage http://www.facebook.com/FearLessCottage Image Credits - http://bit.ly/fbxtPu
Let LinkedIn power your SlideShare experience
+
Let LinkedIn power your SlideShare experience
Customize SlideShare content based on your interests
We will import your LinkedIn profile and you will be visible on SlideShare.
Keep up to date when your LinkedIn contacts post on SlideShare
http://vimeo.com/16436106 2 years ago
To evolve Capitalism from it's economic roots of unsustainable growth to something more responsible is going to take a sea change in our culture with lovers of brands looking beyond Corporate Social Responsibility programs (that are there as often to mask realities as they are to truly contribute to society).
I think using our skills in marketing to affect that sea change is one of the best uses of our skills i can think of. Keep up the good works :) 2 years ago