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ENGAGEMENT STRATEGY CLASS
!
HOW TO MAKE THINGS THAT PEOPLE LOVE USE
LOOK UP: MATTERNET
LOOK UP: KIVA SYSTEMS
INSTAGRAM
NEST X GOOGLE
TAHRIR SQUARE
CRAIGSLIST = STARTUP FERTILIZER
GAWKER.COM/STATS
PEOPLE DO THINGS TOGETHER
!
The Internet is designed 

for Collective Action
“We are living in the middle of a remarkable increase 

in our ability to share, to cooperate with one 

another, and to t...
DOGE
LOOK UP: LEBRONING
LOOK UP: A SATURDAY ON STRAVA
LOOK UP: JANE MCGONIGAL, MIKE ARAUZ

WHY PEOPLE PLAY
ACCOMPLISH
SATISFYING
WORK

SPEND TIME
WITH PEOPLE 

I LIKE

!
!

!
!...
PEOPLE MAKE THINGS TOGETHER
!
THE INTERNET TAKES ADVANTAGE 

OF OUR COGNITIVE SURPLUS
“The increasingly widespread practice of people 

coming together for effective purposes changes 

our sense of who the ot...
LOOK UP: MARBLECAKE
LOOK UP: QUIRKY
LOOK UP: LOCAL MOTORS
LOOK UP: DAREN BRABHAM

MOVING THE CROWD @ THREADLESS

$
MAKE/WIN MONEY

OPPORTUNITY TO WIN WORK

HONE MY SKILLS

BE A PAR...
BUSINESSES START IN A NEW WAY
!
VICTORY IS PROXIMITY PLUS SPEED
LOOK UP: AIRBNB
LOOK UP: DROPBOX GROWTH HACKING
LOOK UP: ORCHESTRA
LOOK UP: AGILE MANIFESTO

WE VALUE:
INDIVIDUALS AND INTERACTIONS OVER 

PROCESSES AND TOOLS
!
WORKING SOFTWARE OVER 

COMP...
LOOK UP: LEAN STARTUP METHODOLOGY

MINIMUM 

VIABLE 

PRODUCT

ACTIONABLE
METRICS

PIVOT
LOOK UP: JOBS TO BE DONE

AS A…

I WANT TO…

SO THAT…
MAKING IT WORK
MARKET+BRAND
INSIGHT

FRICTION

PASSION/SUPERPOWER

MARKET
TRUTH

BRAND
TRUTH

1

4
3

2

MARKET+ADJACENT
INSIGHT

ADJACEN...
MARKET+BRAND
GE CAN CONNECT
WITH ENGINEERS
THEY SHARE A

Market Friction: Engineers	

globally are aiming to level

up, an...
AS AN 

ENGINEER

I WANT TO 

SOLVE A BIG, SPECIFIC 

PROBLEMS IN PUBLIC

SO THAT I CAN

GAIN NOTORIETY AND LEVEL UP

AS A...
Engagement Strategy Course
Engagement Strategy Course
Engagement Strategy Course
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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.

Published in: Marketing, Business, Technology
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Transcript of "Engagement Strategy Course"

  1. 1. ENGAGEMENT STRATEGY CLASS ! HOW TO MAKE THINGS THAT PEOPLE LOVE USE
  2. 2. LOOK UP: MATTERNET
  3. 3. LOOK UP: KIVA SYSTEMS
  4. 4. INSTAGRAM
  5. 5. NEST X GOOGLE
  6. 6. TAHRIR SQUARE
  7. 7. CRAIGSLIST = STARTUP FERTILIZER
  8. 8. GAWKER.COM/STATS
  9. 9. PEOPLE DO THINGS TOGETHER ! The Internet is designed 
 for Collective Action
  10. 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. 11. DOGE
  12. 12. LOOK UP: LEBRONING
  13. 13. LOOK UP: A SATURDAY ON STRAVA
  14. 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. 15. PEOPLE MAKE THINGS TOGETHER ! THE INTERNET TAKES ADVANTAGE 
 OF OUR COGNITIVE SURPLUS
  16. 16. “The increasingly widespread practice of people 
 coming together for effective purposes changes 
 our sense of who the other is.” 
 YOCHAI BENKLER
  17. 17. LOOK UP: MARBLECAKE
  18. 18. LOOK UP: QUIRKY
  19. 19. LOOK UP: LOCAL MOTORS
  20. 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. 21. BUSINESSES START IN A NEW WAY ! VICTORY IS PROXIMITY PLUS SPEED
  22. 22. LOOK UP: AIRBNB
  23. 23. LOOK UP: DROPBOX GROWTH HACKING
  24. 24. LOOK UP: ORCHESTRA
  25. 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. 26. LOOK UP: LEAN STARTUP METHODOLOGY MINIMUM 
 VIABLE 
 PRODUCT ACTIONABLE METRICS PIVOT
  27. 27. LOOK UP: JOBS TO BE DONE AS A… I WANT TO… SO THAT…
  28. 28. MAKING IT WORK
  29. 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. 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. 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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