From Profit to Purpose Raimo van der Klein – August 15th 2007
<ul><li>About me: </li></ul><ul><li>I am an Optimist : I am positive </li></ul><ul><li>about the future and have trust in </li></ul><ul><li>humankind </li></ul><ul><li>I am a Holist : I wish to give </li></ul><ul><li>meaning and purpose to entities </li></ul><ul><li>I am a creator : Just love to create </li></ul><ul><li>anything </li></ul>
mob: 1 . an indiscriminate or loosely associated group of persons 2 . abbreviation of mobility
Where are we going? http://www.flickr.com/photos/melita/
To support as many corporations as possible in the transformation process from PUSH PROGRAMS to PULL PLATFORMS “ Pull platforms harness their participants passion, commitment, desire to learn, thereby creating communities that can improvise and innovate rapidly.”
Push and Pull Push Programs Pull Platforms Demand can be anticipated Demand is highly uncertain Top down design Emergent design Centralized control Decentralized initiative Procedural Modular Tightly coupled Loosely coupled Resource centric People centric Participation restricted Participation open Few participants Many diverse participants Efficiency focus Innovation focus Limited number of major Rapid incremental innovation re-engineering efforts Zero sum rewards Positive sum rewards Extrinsic rewards dominate Intrinsic rewards dominate *John Hagel and John Seely Brown - 2005
Today’s Trip <ul><li>1.The Big Change </li></ul><ul><li>2.Transformation </li></ul><ul><li>3. Tools </li></ul>
Customer takes control Space Media Distribution Production YouTube Sao Paolo NoLogo Customization Co - creation Crowdsourcing Citizen Journalism Word of Mouth Peer 2 Peer MySpace Ebay Crafting 2nd Life E - Learning Wikipedia Social lending Recommendations
New Connectivity = Democratization of anything
Connected World View Isolated World View Spiritual Material Internal focus External focus Reputation Brand Customer takes control Brand keeps control Facilitating the customer Managing the customer Buyers seeking sellers Sellers seeking buyers Right brain side Left brain side “ Navigate us” “ Navigate stuff” “ WE” WORLD MUTUAL DEPENDENCY “ I” WORLD INDEPENDENCY Isolated customers Connected people
C2C relation B2C relation ME “ Isolated world view” WE “ Connected world view” ATTENTION GAME ENTERTAINMENT GAME Joost/YouTube/MySpace DEMOCRACY GAME Wikipedia VALUE GAME Google/Amazon/Threadless “ Engagement Marketing” : Same philosophy . . “ Contribution marketing” Different philosophy ? WISDOM (longterm) (Tools) VALUE CREATION VALUE EXTRACTION PLAY (shortterm) (Addiction)
Connected people create their own connected markets (if necessary)
All about Intrinsic growth <ul><li>‘ Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is’ </li></ul><ul><li>Maslow </li></ul>
Contributing to “the group” ‘ Non - zero - sum games increase the rewards for all those who commit to participate in the exchange over a long period’ Robert Wright
Play, Purpose and Profit <ul><li>In a connected world everybody needs to chip in to make “the group” stronger </li></ul><ul><li>A connected world creates a level of comfort to focus on play </li></ul><ul><li>In a connected world profit motivation does not benefit all </li></ul>
Playing the new game Contribute through Intrinsic values Facilitate customer freedom Create platforms For dialogue
Industrial age … the lead character was the mass production worker Information age … the lead character became the knowledge worker Conceptual age … belongs to the creator , the empathizer, the pattern recognizer and the meaning maker. In other words all who master R-directed thinking.
“ Far more powerful and enduring is to align people with a purpose beyond profit. A hope that their endeavours at work are meaningful in the big scheme of things. It's not as if we are short of opportunities to make positive changes to our world, is it!” Tom Peters
Three tools to change Purpose Driven Innovation Contribution Marketing Holism
1. Purpose Driven Innovation Production is oriented on input/output. It basically answers the “what” question. In the current meaning seeking market as a corporation you first need to answer the “Why?” question. The why gives purpose . Be honest. What would your customer think of your answer? The formulation of the “why” answer should take into account all stakeholders. It requires that the creators look beyond the traditional profit or growth motivation.
Corporation Consumer Answer the “why” question! Products do you want? Trends do you follow? Channels do you shop? Category do you fit? Are you here? Do want my time? Do want my money? The analysis of data will not by itself produce new ideas – Edward de Bono
“ We are what we repeatedly do. Excellence, then, is not an act but a habit “Aristotle
2. Contribution marketing <ul><li>Wish </li></ul><ul><li>Choose your “object” of excellence </li></ul><ul><li>Create a Purpose Statement </li></ul><ul><li>Believe your Purpose Statement </li></ul><ul><li>Facilitate on open platform(s) </li></ul><ul><li>Co - create </li></ul>
<ul><li>Marketing as a Service </li></ul>“ We need to use marketing as a chance to do something for people, not an excuse to say things to them” - Zeus Jones
3. Holism " We came all this way to explore the moon, and the most important thing is that we discovered is the Earth. “ Bill Anders (Apollo 8)
Reductionism Holism Parts Whole Structured Creative Rational Intuitive Prove it! Open mind Hierarchy Synergy Categories Individuals Seperate Connected Future/past Now Precise Chaotic Static Dynamic Male Female Nosy Selfcorrecting Seperate notes Harmony Mechanic Organic Paul Wilson Logical Sequential Rational Analytical Objective Looks at parts Intuitive Imagination Emotional Synthesizing Subjective Holistic “ The New Corporate Skillset!”
Industrial age …the lead character was the mass production worker Information age …the lead character became the knowledge worker Conceptual age …belongs to the creator, the empathizer, the pattern recognizer and the meaning maker. In other words all who master R - directed thinking.
About me After more than 10 years in the consumer marketing & sales space working for several large retailers, Nokia Networks, Nokia Mobile Phones and KPN, it was time to spread my wings. From this summer I started Mobminds. A micro agency focusing on Strategic Innovation. That is my passion. Change that matters! http://www.linkedin.com/in/raimovanderklein
Raimo van der Klein [email_address] www.mobminds.com Thank You!
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