From Profit to Purpose

Slide 1: From Profit to Purpose Raimo van der Klein – August 15th 2007

Slide 2: About me: 3)I am an Optimist: I am positive about the future and have trust in humankind 6)I am a Holist: I wish to give meaning and purpose to entities 8)I am a creator: Just love to create anything

Slide 3: mob: 1. an indiscriminate or loosely associated group of persons 2. abbreviation of mobility

Slide 4: Where are we going? http://www.flickr.com/photos/melita/

Slide 5: I have a wish…

Slide 6: 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.”

Slide 7: 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

Slide 8: Today’s Trip 1.The Big Change 2.Transformation 3. Tools

Slide 9: art 1

Slide 10: ..so a big change?

Slide 11: no way back

Slide 12: Timothy Schenck

Slide 13: 200 years we are building, layering, For structuring and processing the supply side

Slide 14: PUSH WAVES Supply/Infra (Demand) Brands & distribution

Slide 15: HELLO Timothy Schenck

Slide 16: Last 10 years = revolution in Demand

Slide 18: MySpace Citizen Journalism NoLogo Space Media Wikipedia 2nd Life Sao Paolo YouTube Recommendations Customer takes control Social lending E-Learning Co-creation Word of Mouth Crafting Production Distribution Customization Crowdsourcing Ebay Peer 2 Peer

Slide 19: New Connectivity = Democratization of anything

Slide 20: Connected Isolated people customers “Navigate us” “Navigate stuff” 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 “WE” WORLD “I” WORLD MUTUAL DEPENDENCY INDEPENDENCY

Slide 21: C2C relation PLAY WISDOM (shortterm) (longterm) Joost/YouTube/MySpace Wikipedia DEMOCRACY ENTERTAINMENT GAME GAME WE ME VALUE ATTENTION “Isolated world view” “Connected world view” GAME GAME “Engagement Marketing”: Same philosophy . Google/Amazon/Threadless ? . “Contribution (Addiction) marketing” (Tools) Different philosophy VALUE EXTRACTION VALUE CREATION B2C relation

Slide 22: Connected people create their own connected markets (if necessary)

Slide 25: art 2

Slide 26: Transformation (2nd part)

Slide 27: All about Intrinsic growth ‘Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is’ Maslow

Slide 28: 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

Slide 29: Play, Purpose and Profit In a connected world everybody needs to chip in to make “the group” stronger A connected world creates a level of comfort to focus on play In a connected world profit motivation does not benefit all

Slide 30: Playing the new game Contribute through Intrinsic values Facilitate customer Create platforms freedom For dialogue

Slide 31: art 3

Slide 32: 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.

Slide 33: “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

Slide 34: Three tools to change Purpose Driven Innovation Contribution Marketing Holism

Slide 35: 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

Slide 36: Answer the “why” question! Consumer Corporation Are you here? Products do you want? Do want my time? Trends do you follow? Do want my money? Channels do you shop? Category do you fit? The analysis of data will not by itself produce new ideas – Edward de Bono

Slide 37: “We are what we repeatedly do. Excellence, then, is not an act but a habit “Aristotle

Slide 38: 2. Contribution marketing 1. Wish 2. Choose your “object” of excellence 3. Create a Purpose Statement 4. Believe your Purpose Statement 5. Facilitate on open platform(s) 6. Co-create

Slide 39: Marketing as a Service “We need to use marketing as a chance to do something for people, not an excuse to say things to them” - Zeus Jones

Slide 40: 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)

Slide 42: “The New Reductionism Holism Corporate Parts Whole Structured Creative Skillset!” Rational Intuitive Prove it! Open mind Hierarchy Synergy Categories Individuals Seperate Connected Future/past Now Precise Chaotic Logical Intuitive Static Dynamic Sequential Imagination Male Female Rational Emotional Nosy Selfcorrecting Analytical Synthesizing Seperate notes Harmony Objective Subjective Mechanic Looks at parts Organic Holistic Paul Wilson

Slide 43: 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.

Slide 44: 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!

Slide 45: Thank You! Raimo van der Klein info@mobminds.com www.mobminds.com