SoG
WWW.STRATEGY of G I V I N G . C O M
GIVING
as a
STRATEGIC
TOOL
B Y M I I K K A L E I N O N E N

SoG
WWW.STRATEGY of G I V I N G . C O M
Giving initiates a movement.
A company that has
generated movement
in the recipients can then
direct this energy.

SoG
WWW.STRATEGY of G I V I N G . C O M
A company that gives
can quite literally get
the world’s resources
to work for its benefit.

SoG
WWW.STRATEGY of G I V I N G . C O M
BUT WHAT IS
GIVING?

WWW.STRATEGY of G I V I N G . C O M

WWW.STRATEGY of G I V I N G . C O M
Giver Receiver

WWW.STRATEGY of G I V I N G . C O M

WWW.STRATEGY of G I V I N G . C O M
Giving
is divided in two
consecutive
processes.

WWW.STRATEGY of G I V I N G . C O M
GIVING
PROCESS

WWW.STRATEGY of G I V I N G . C O M
GIVING
PROCESS
REDEMPTION
PROCESS

WWW.STRATEGY of G I V I N G . C O M
Both of which can
be further divided
into two parts.

WWW.STRATEGY of G I V I N G . C O M
The first part in giving
is the most distinct and the
most visible. At the same
time, it is the hardest.

WWW.STRATEGY of G I V I N G . C O M
Giving process is
only actualized
when the receiver
accepts it.

WWW.STRATEGY of G I V I N G . C O M
Receiving a gift always
triggers a motion
in the receiver that ignites
the redemption process.

WWW.STRATEGY of G I V I N G . C O M
Giver needs to be ready
to receive and utilize
the surfaced motion,
whatever its form.

SoG
WWW.STRATEGY of G I V I N G . C O M
How can this be
turned into
a strategy?

SoG
WWW.STRATEGY of G I V I N G . C O M
Think
backwards.

WWW.STRATEGY of G I V I N G . C O M

WWW.STRATEGY of G I V I N G . C O M
How are we hoping to
change the thinking or
behavior of the receiver?
Y

WWW.STRATEGY of G I V I N G . C O M
What does the Z
receiver want?

WWW.STRATEGY of G I V I N G . C O M
X
What do we need to give
to get the results we are
looking for?

WWW.STRATEGY of G I V I N G . C O M
Simply...

WWW.STRATEGY of G I V I N G . C O M

WWW.STRATEGY of G I V I N G . C O M
The motion generated
in the receiver

WWW.STRATEGY of G I V I N G . C O M
The needs of The motion generated
the receiver in the receiver

WWW.STRATEGY of G I V I N G . C O M
The given The needs of The motion generated
object the receiver in the receiver

WWW.STRATEGY of G I V I N G . C O M
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