Seeing Relationships Matt Moore

Cisco: Traditional Business Transactions Only Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/

Cisco: Note high number of knowledge and intangible exchanges – key to ability to partner Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/

http://www.value-networks.com/

http://www.value-networks.com/

Analysis Who is involved? What do different roles get (& how does it benefit them)? What do different roles give (& how much does it cost them)? To what extent are these exchanges tangible or intangible? Are any of the above changing?

Who is involved?

What do different roles get (& how does it benefit them)?

What do different roles give (& how much does it cost them)?

To what extent are these exchanges tangible or intangible?

Are any of the above changing?

Applications Strategy: How does visualising stuff help us understand our situation in a new way? Communication: How do we get different people to buy into our view of the world? Or tell us theirs in a mutually intelligible way? Measurement: Does this help us to work out what to measure (tangible or not)?

Strategy: How does visualising stuff help us understand our situation in a new way?

Communication: How do we get different people to buy into our view of the world? Or tell us theirs in a mutually intelligible way?

Measurement: Does this help us to work out what to measure (tangible or not)?

Marketing – 20 th Century Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention

Marketing - Now Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention Employees Other Consumers

What Does This Map Look Like For You?

Implications Your brand is the totality of exchanges within a value network. You only own your role in the network... ...but you can influence others. This network is dynamic.

Your brand is the totality of exchanges within a value network.

You only own your role in the network...

...but you can influence others.

This network is dynamic.