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Engagement Strategy Course

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I gave a talk about Engagement Strategy, with an emphasis on Collective Action, Cognitive Surplus, and Scaling Experiences.

I gave a talk about Engagement Strategy, with an emphasis on Collective Action, Cognitive Surplus, and Scaling Experiences.

Published in: Marketing, Business, Technology

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  • 1. ENGAGEMENT STRATEGY CLASS ! HOW TO MAKE THINGS THAT PEOPLE LOVE USE
  • 2. LOOK UP: MATTERNET
  • 3. LOOK UP: KIVA SYSTEMS
  • 4. INSTAGRAM
  • 5. NEST X GOOGLE
  • 6. TAHRIR SQUARE
  • 7. CRAIGSLIST = STARTUP FERTILIZER
  • 8. GAWKER.COM/STATS
  • 9. PEOPLE DO THINGS TOGETHER ! The Internet is designed 
 for Collective Action
  • 10. “We are living in the middle of a remarkable increase 
 in our ability to share, to cooperate with one 
 another, and to take collective action, all outside 
 the framework of traditional institutions” 
 CLAY SHIRKY
  • 11. DOGE
  • 12. LOOK UP: LEBRONING
  • 13. LOOK UP: A SATURDAY ON STRAVA
  • 14. LOOK UP: JANE MCGONIGAL, MIKE ARAUZ WHY PEOPLE PLAY ACCOMPLISH SATISFYING WORK SPEND TIME WITH PEOPLE 
 I LIKE ! ! ! ! GET GOOD AT SOMETHING ! ! ! BE PART OF SOMETHING BIGGER ! WHY PEOPLE SHARE ! CATALOG 
 MY LIFE ! ! ! ! ! ! STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS ! ! ! ! ! ! !
  • 15. PEOPLE MAKE THINGS TOGETHER ! THE INTERNET TAKES ADVANTAGE 
 OF OUR COGNITIVE SURPLUS
  • 16. “The increasingly widespread practice of people 
 coming together for effective purposes changes 
 our sense of who the other is.” 
 YOCHAI BENKLER
  • 17. LOOK UP: MARBLECAKE
  • 18. LOOK UP: QUIRKY
  • 19. LOOK UP: LOCAL MOTORS
  • 20. LOOK UP: DAREN BRABHAM MOVING THE CROWD @ THREADLESS $ MAKE/WIN MONEY OPPORTUNITY TO WIN WORK HONE MY SKILLS BE A PART OF A COMMUNITY ADDICTED TO PARTICIPATING ♥
  • 21. BUSINESSES START IN A NEW WAY ! VICTORY IS PROXIMITY PLUS SPEED
  • 22. LOOK UP: AIRBNB
  • 23. LOOK UP: DROPBOX GROWTH HACKING
  • 24. LOOK UP: ORCHESTRA
  • 25. LOOK UP: AGILE MANIFESTO WE VALUE: INDIVIDUALS AND INTERACTIONS OVER 
 PROCESSES AND TOOLS ! WORKING SOFTWARE OVER 
 COMPREHENSIVE DOCUMENTATION ! CUSTOMER COLLABORATION OVER 
 CONTRACT NEGOTIATION ! RESPONDING TO CHANGE OVER 
 FOLLOWING A PLAN
  • 26. LOOK UP: LEAN STARTUP METHODOLOGY MINIMUM 
 VIABLE 
 PRODUCT ACTIONABLE METRICS PIVOT
  • 27. LOOK UP: JOBS TO BE DONE AS A… I WANT TO… SO THAT…
  • 28. MAKING IT WORK
  • 29. MARKET+BRAND INSIGHT FRICTION PASSION/SUPERPOWER MARKET TRUTH BRAND TRUTH 1 4 3 2 MARKET+ADJACENT INSIGHT ADJACENT TRUTH TECHNOLOGY BRAND+ADJACENT INSIGHT
  • 30. MARKET+BRAND GE CAN CONNECT WITH ENGINEERS THEY SHARE A Market Friction: Engineers globally are aiming to level
 up, and are working together
 on GrabCad to do so. MARKET TRUTH INSIGHT: REASONABLY
 GLOBALLY – 
 PASSION Our Passion: GE is about 
 solving the unsolvable problem. 
 Wherever things are tough, 
 that’s where we play. BRAND TRUTH 1 4 3 MARKET+ADJACENT INSIGHT:
 NEW, PURPOSE-DRIVEN APPROACHES TO IP ARE NEEDED.
 WE MUST PULL PEOPLE TO US 
 RATHER THAN PUSHING RULES TO THEM. 2 ADJACENT TRUTH BRAND+ADJACENT INSIGHT: GE’S PROBLEMS GROW RAPIDLY;
 THINGS THAT USED TO BE HARD
 JUST AREN’T INTERESTING ANYMORE Technology: Advanced manufacturing 
 makes some new things possible, sure…but
 its big impact is a new culture of engineering.
  • 31. AS AN 
 ENGINEER I WANT TO 
 SOLVE A BIG, SPECIFIC 
 PROBLEMS IN PUBLIC SO THAT I CAN
 GAIN NOTORIETY AND LEVEL UP AS A 
 GE EMPLOYEE I WANT TO 
 GET IDEAS FROM THE EDGES SO THAT I CAN
 TAKE COST OUT OF MY PART AS A 
 JUNIOR ENGINEER I WANT TO 
 GET THAT MONEY! SO THAT I CAN
 CHANGE MY FUTURE

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