Value Art+Com (iBook Preview): The Real Value of Communication

EXPERIENCE OUR GAME CHANGING SCENARIO
The Real Value of
Communication Mainz — Hometown of the Culture of Communication

Hello Mainz!
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“Johannes Gutenberg was our first geek, the original
technology entrepreneur, who had to grapple with all the
challenges a Silicon Valley startup faces today.”
—Jeff Jarvis
I always enjoy meeting new people from various countries and different
perspectives as a Sociology student from Turkey. After doing my AFS Exchange
Program in Belgium and getting involved in an international peace project in the
Netherlands, I said “why not to apply the Erasmus internship program which
gives an opportunity to work in different European countries for 3 months”.
The city of Mainz was a kind of un-existing place for me a few months ago. I
have never heard the name of this beautiful city when I was in Turkey. I
think, and also what I have heard so far, when it comes to speaking about
Germany, is that most of the people from other countries only know; cities
like Berlin, Frankfurt, or Nürnberg, but not Mainz.
When I have arrived here to start my Erasmus internship in an international research
and publishing company, Value Communication AG in where I get the chance to
work with a professional analyst and the founder of Value Communication, Andreas
Weber, I was fascinated by the rich cultural and artistic environment of Mainz as
the hometown of Johannes Gutenberg and the surrounding area as a leading
centre of the culture of communication.
Illustration
The Real Value of Communication.1
The initial „g“ stands for god? Or genius?
Or gutenberg? Or google? Or all of it?

It was an emotion that feels like a magic from the history but
still existing with its modern face in today’s world. All these
feelings and ideas made me think about the lack of sufficient
information and effective communication mediums about the
existence of a 2000-year-old city. On that moment, I have decided
to create a project which we called ”Value Art+Communication
Project“ in order to showcase the real value of Mainz without
turning it to a touristic advertisement. In the very beginning, I have
prepared a scenario considering the steps of my city experience in
Mainz as a project. The scenario I prepared contains realizing the
rich history of the city, taking photos in several points in Mainz (not
only touristic ones), interviewing with people with different professions who somehow experience Mainz;
from minister president of Rheinland-Pfalz state to international students and from business executives
to artists, and writing blog posts combining the interviews we called as ValueTalk! and Mainz as a
cultural center of communication.
I think, the real value of communication is to experience life itself without taboos and to be able to
live with other living beings by exchanging ideas and emotions without discriminating them. It is the
communication itself where we can integrate every aspect of life with different perspectives. What makes
communication valuable is the lifelong experience each of us has in an unique way. That’s why each
of candidates I interviewed by asking the same question, what is the real value of communication, they
answered in different ways but none of them denied the fact that communication is valuable and important.
I think the real value of communication for me now, is experiencing the city of Mainz with amazing people I
got chance to meet, home-like environment in where I work, and the fascinating culture and history
behind. I am very happy to become a part of this experience! — Danke schön! Tschüss!
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Şükran Ceren Salalı, Value Art
+Communication Fellow
Gutenberg — The 1st. geek, created
the ground for innovation. Illustration:
Lidia Lukianova, SF Bay Area

1 — Good to Know
Mainz bleibt
Mainz
There are only a few cities in Germany that can look
back on such a rich and colorful past as Mainz. The
city at the mouth of the Main into the Rhine, in the
heart of Europe, seems not to be captured in its rich
tradition and culture.
By Andreas Weber

Hometown of human culture
Mainz is alive, metropolitan, cosmopolitan, versatile, integrated in attractive
surroundings, interwined with other economic and cultural centers in near
and far. Over 2000 years of urban history have left their mark and characterize the
image of the city of Mainz — above and below the ground. Portals, triumphal
arches, theaters, commemorative columns, houses, old roman ships, and more
are handed down from the past, rarely receive.
Mainz as a place of culture and encounter was always a center of power, which
provoked aggression and conquest urge. Whether as an ancient Roman garrison
town, the seat of the Chancellor („Reichskanzler“) and archbishops, as departmental
capital at the time of the French Revolution and occupation or as a strategic
transport hub during the Second World War: Mainz was never safe from vandalism.
But Mainz has always been supported by people who breathe life to the place.
Mainz had been “multicultural” even the word itself did not exist. From
everywhere people love to come to Mainz; and if they stay they will become friends in
the best neighborhood with the old-established residents — so they often stay for a
lifetime! Others consist of full sympathy in Mainz characters, think of Marc Chagall
and its famous church windows in Sankt Stephan! But the profane is unlike anywhere
else in Mainz: The eventful and enjoyable weekly farmers market in the shadow of the
giant cathedral is one of the largest and most beautiful of the Republic.
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MAINZ — AT A GLANCE
1. Over 2000 years of urban history have
left their mark and characterize the image
of the city of Mainz.
2. People in Mainz are inventive.
They are sociable, friendly, helpful
and approachable: Human-to-human.
Human-to-city. And city-to-human!
3. What makes mega cities areal extent,
Mainz has in depth.
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In general: The people in Mainz are very open-minded about
culinary delights, including delicious wines.
People in Mainz are inventive. Not only that, the “Man of the
Millennium“, Johannes Gutenberg his pioneering development
of printing with movable type in Mainz finished floor. Mainz has
created and preserves important socio-cultural developments in
the sense of an expanded concept of culture. From the
”Fassenacht“ (”Carnival“) as an instrument of political and
humorous ”opposition“ on the first public German citizens to the
gallery after-containing Napoleon cult until after 1860 living in
Mainz of desire for freedom, independence and individuality is
drawn. The people of Mainz are not egoists despite everything.
They are sociable, friendly, helpful and approachable. The city
delivers its citizens always enough free space, but you have to
know to fill out. This makes Mainz incredibly attractive.
“Art is the perception of reality that applies to question it,”
formulated Guido Ludes, of his adopted hometown Mainz devoted
two amazing books, with hundreds of drawings and dozens of
paintings. He showed us the city of Mainz as an architectural body
through the work of people constantly changing and in motion. The
scenery observed by this artist does not hide his astonishment.
Galerie 1.1 The City of Mainz — Seen by Şükran Ceren Salalı
Easy to discover: Mainz is a leading cultural center on a global level.
He shared his point of view as an artist unifying the citizens of
Mainz with its buildings as a congenial monument. Publications
about Mainz, designed as a survey of urban life beginning of the
21st century, have to be beyond the norm.
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The ensemble of interviews, statements, short texts, quotations,
pictures and a good typography and design are the special feature
of this city more than fair. It opens up several perspectives
simultaneously: architectural designs and buildings as metaphors
for creation, change and destruction; people who, yesterday, today,
tomorrow characterize the city, to share ideas and observations.
The city is recorded in their history to make their modernity
and timelessness vividly.
Past, present and future as a simultaneous momentum and
not dominated by a linear structure build the guideline to
experience Mainz. The focus is on people, yesterday, today and
tomorrow dominate the cityscape, and feel forever linked to
Mainz. Human-to-human. Human-to-city. And city-to-human!
My take:
What makes mega cities areal extent, Mainz has in depth.
ABOUT THE AUTHOR
ANDREAS WEBER LIVES & WORKS SINCE 1978 IN MAINZ. HE IS THE FOUNDER AND CHIEF
EXECUTIVE OFFICER OF VALUE COMMUNICATION AG, MAINZ
Galerie 1.2 Gutenberg’s hometown celebrated in an new way by an artist
Note: In 2004 (exactly the year when Mark Zuckerberg founded Facebook), an
extraordinary printed book about Gutenberg’s City got published: “Guido Ludes
Stadtlandschaften Mainz II”. The Artist Guido Ludes created more than 200 drawings
showcasing Mainz via its streets, squares, buildings and the street life. Several dozen
statements by people living in Mainz or coming to Mainz as visitors were integrated. The
article “Mainz bleibt Mainz” by Andreas Weber served as the preface for the book.
And its still valid and wonderful. The story seems to be the perfect basis for the current
ValueArt+Com Project (started in 2014) to highlight the culture of communication in Mainz
by answering the question: “What is the real value of communication?”.
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The Artist Guido Ludes created more than 200 drawings showcasing
Mainz via its streets, squares, buildings and the street life.

2 — ValueArt+Com
About the
project
Our ValueArt+Com (i.e. Communication) project got
inspired by the rich cultural and artistic environment of the
city of Mainz. The decision was to experience it in order to
find out the interaction between the rich culture of the city
of Johannes Gutenberg and the real value of
communication.
The project became a scenario and includes photographs,
animations and movies taken with a different perspective in
various points of Mainz, interviews by ValueTalk! with
people from different countries and professions who live in
Mainz and also ValueCheck! surveys as a valuable resource
to experience the effectiveness of communication.

The relevance of communication
Nowadays, in the age of digital transformation, the importance of communication
reached its highest level and also transformed into various platforms and tools. In
order to become more successful in the market, everyone and all kind of businesses
should adapt their strategies based on this new face of communication process.
Moreover, the satisfaction of customers become more and more as the center of
business process. For this reason, it is necessary to guide companies on track of
achieving the effectiveness of communication and acquiring right strategies so as
to satisfy their customers and having sustainable profits. As already mentioned, ten
years ago from now, Guido Ludes (artist), Gregor Krisztian (designer) and Andreas
Weber (editor), prepared the book „Mainz — Stadtlandschaften II“ including various
artworks/texts related with Mainz and short comments by people from different
professions from the owner of a bakery to the minister-president of Mainz. — Not by
chance it may happened exactly in the same year, 2004, when Mark Zuckerberg
founded Facebook! Even though it was a great resource and a stylish book, so
many things are changed in Mainz last 10 years, as is with many other phases of
life. Therefore, we think that it would be very useful to repeat a similar project with
new candidates and a new content positioned in a new context.
The current ValueArt+Com project includes a question: What is the real value
of communication? We got several dozen great answers by a broad spectrum of
people from politics, media, different business backgrounds, art and education.
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VALUE LEARNINGS
1. Communication is driven by art and culture.
1. Communication is driving innovation.
2. Any success in our private or business life
is driven by the value of communication.
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Film 2.1 How to use all the Interactive Features in this Value iBook
Just swipe on the screen of your iPad and enjoy all our presentations/movies in the best way!
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3 — Great thoughts!
Interviews
Amazing. None of the broad range of our interview
partners denied the fact, that communication has a
high value. All of them loved spontaneously to
answer the question ”What is the real value of
communication?“.
Please note: We did those interviews in a road
movie manner, almost un-plugged. The messages,
the statements and the stories were important, even
if it was noisy or dark... — All the interviews are
related to Mainz and follow the spirit of this town.

The real value of communication…
By Şükran Ceren Salalı, Value Art+Communication Fellow
As a part of ValueArt+Com Project, beside some prominent and very well
established people I have also interviewed with international students who
experience the city of Mainz by asking them the same question, what is the real
value of communication, so as to learn their points of view. I would like to thank
my friends for supporting this project. I am very happy to meet them, like many
other friends I have met here who made my stay a lot nicer while we were creating
wonderful memories and experiencing the city of Mainz together.
Some useful background information:
The Erasmus Program (European Community Action Scheme for the Mobility of
University Students) is a European Union (EU) student exchange program established
in 1987. Erasmus+, or Erasmus Plus, is the new program combining all the EU’s
current schemes for education, training, youth and sport, due to begin in January 2014.
The Johannes Gutenberg University of Mainz (Johannes Gutenberg-Universität Mainz)
is one of the best universities in Germany, named after the fabulous inventor and Man of
the Millennium, Johannes Gutenberg. With approximately 36,000 students (2010) in
about 150 schools and clinics, it is among the ten largest universities in Germany.
Starting on 1 January 2005 the university was reorganized into 11 faculties of study.
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VALUE LEARNINGS
1. There is a common sense: communication
is important and has a high value. — So the
alternatives are: Communicate or fail!
2. There are many different ways to create the
real value of communication. In fact, the real
value of communication has multiple faces.
3. Politicians and business experts need good
communication (providers) to reach their
goals. They don’t want to lose control!
4. Young talents as purely Digital Natives use
smart technologies at its best to get
connected, to interact, to exchange ideas
and to avoid to be lonely.
5. Artists are always facing the biggest
challenge. No art, no communication. And
vice versa. They rely on the very best
communicators.
6. At least: The art of communication creates
value! Value creation has to rely on the real
value of communication, much more than
anything else!
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Interaktiv 3.1 (Please click on the charts to activate motion) — Painter and Singer Nanette Scriba
Nanette Scriba is a very well know and extraordinary artist. Born in Mainz. And still living in Gutenberg’s hometown. 13

Interaktiv 3.2 (Please click on the charts to activate motion) — Malu Dreyer’s „Pressefest 2014“
Once a year the Head of the State Rheinland-Pfalz, Ministerpräsidentin Malu Dreyer, invites the press to Villa Musica, Mainz. 14

Interaktiv 3.3 (Please click on the charts to activate motion) — Young Talents from Brazil, Spain, Hungary,Turkey
Specially Johannes Gutenberg University Mainz attracts a lot of young talents from all over the world. Often they come via Erasmus program. 15

Interaktiv 3.4 (Please click on the charts to activate motion) — Great ValueLearning! via listing to great artists!
The yearly art exhibition at Rheingoldhalle in Mainz allows to meet all kind of artists face-to-face. And they love to communicate! 16

Interaktiv 3.5 (Please click on the charts to activate motion) — Yajing Huang: From Beijing to Mainz!
Absolutely smart and highly professional: Yajing Huang came after her studies in China to Mainz to became a Master in International Business. 17

Interaktiv 3.6 (Please click on the charts to activate motion) — Dr. Ying Lin-Sill is a painter and art scientist in once
Dr. Ying Lin-Sill was born in Beijing/China and studied Art and Art History in Antwerp and Gent/Belgium. Since 2009 she is resident in Mainz. 18

Interaktiv 3.7 (Please click on the charts to activate motion) — Andreas Weber focus on value creation
Andreas Weber lives and works in Mainz since 1978. His focus is on unifying art, culture and communication driven by Gutenberg‘s spirit. 19

Andreas Weber on: What is the Real
Value of Communication?
This good question is easy to answer: the
real value of communication is creating
value via communication!
But what does it mean?
Talk to each other !
Listen to each other.
Understand each other.
Like each other.
Even if you don’t, respect each other.
The dilemma:
Most of us fail. Most of us are not able to
listen. Most of us are not able and willing to
understand!
We don’t care. We just talk. We just act. We
just want to do something which seams to
be good for us.
My advice to access the value of
communication:
If you want to create value, just stop your
stupid talk and behavior. Just listen and
learn. Learn how to learn. Respect the value
of communication. Respect other human
beings, the nature, the animals. Everything
which is different, but valuable. It’s that easy.
Think about it:
Learn how to like yourself. Don’t be selfish.
Learn to listen.
Learn (in the right way) how to use media
and technologies.
Learn to understand the value of art, culture
and communication.
Learn and practice. — And re-learn every
day, every minute, every second.
Become a very smart communicator to
create the value of communication by
valuable communication.
It’s that easy! — Just do it!
Interaktiv 3.8 Love + Art Experiment
— In front of Richard Serra’s sculpture
(Berlin, Hoffmann Collection).
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Love ART

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Side effects: Great inspiration
Two weeks ago, mid of July 2014, there was loud club music
being played in the late night very often around our building. One
day morning, I met my neighbor who lives next to my door. I call
her „Oma“ [nice german word for grandma], because she
always gives me the warm feeling in this foreign country. She is at
the age of beginning 70, silver hair and very slim. Compared to the
people at her age, she is very active and open minded. We get
alone with each other very well after I moved there. I told her these
days there is always loud music playing during the midnight. She
told me that is the new neighbor who lives above her, she already
asked that neighbor to turn down the volume however it seems
not working… Perhaps due to I live long time enough in Germany,
my reaction to her was that we should call the police to stop such
behavior. However, she smiled at me slightly and told me that she
will do something differently. A week later after that conversation
we met on the floor of our building. I asked her, if that neighbor
moved out, there was no more loud music playing during the late
night. She told me every early morning she turned her radio on
with loud tone. That young neighbor might have many short nights
to sleep and changed the habit! All of sudden, I was inspired by
her charming way of handle the situation. During our daily private
and work life, we get used to the certain way of thinking and
conducting but not thinking about the better way to handle it with
innovative method. To me, charming strategy of Oma to solve
such common issue during the daily life is kind of art. It stopped
the stupid behavior of showing no respect to the other
neighbors and it achieved the great result. Isn’t it amazing?!
Now, when I recall what I have experienced these days about
‘ValueCheck!’ and ‘ValueArt+Com’ project. — There is no doubt
to realize how much we can inspire each other by
communicating with each other. As Malu Dreyer, who I had the
pleasure to meet face to face at „Pressefest 2014“ mentioned
during the ValueTalk! interview, ‘communication has very high
value, without it, problems cannot be solved’. Nowadays, the
common phenomenon exists in the companies: valuable
communication only happens after problems appear. Why not to
avoid the problems in advance by communicating at earlier stage?
Therefore, in my opinion, ‘ValueCheck!’ project provides great
opportunity for the companies to review their daily.communication
process and being inspired by checked. Don’t wait, just check it J!
—Blogpost by Yajing Huang, Mainz.
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4 — Become smart
Appendix
The real value of communication leads to success,
its so important and helps us to optimize our goals.
We should always listen to art and culture to
improve our communication knowledge & skills.
There are some more options and ideas we want to
share with you. So please continue reading!

Communication has to be smart!
By Şükran Ceren Salalı, Value Art+Communication Fellow
Almost seven years before now, in 2007, CEO and the brain of Value Communication
AG, Andreas Weber, wrote a “smart communication white paper” in order to
create a thought-provoking guideline that is named Smart Communication:
Reaching Engaging Communication Beyond Ourselves. In fact, since that time,
he shared his POV with more than 50k executives around the globe. My take: The
white paper not only shows how foreseeing analyst and the expert of
communication Andreas Weber is, but also draws readers attention to various
important facts about the effectiveness of communication in the Social Media Era.
In the text, in order to show the effectiveness of communication the term smart
communication is used. Applications that belong to smart communication are
characterized as completely seamless and integrated.
What is still very relevant for today in the age of digital transformation, the growing
gap between technology-weak corporations and technology-smart consumers,
has already been mentioned by Andreas Weber seven years ago in a time when via
Facebook, Twitter & others the communication world changed in an irreversible
way. The important thing is, this growing gap causes services to fail and then
immediately the dissatisfaction of the customer occurs. On that moment, smart
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VALUE LEARNINGS!
1. Smart Communication enables relatedness
2. Smart Communication is always seamless
and integrated
3. Smart Communication enables smart
Social Media usage — beyond Facebook!
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communication techniques should step in so as to abolish the
dissatisfaction and to strategize the whole business process.
The secrets of smart communication
The components of communication should take into
consideration first in order to understand the real meaning of
smart communication. These components are communicators
(senders&receivers of messages), message (the content),
medium (the particular means of conveying the message),
channel (connector of communicators and accommodates to the
medium), code (a system of meaning shared by a group), noise
(any interference distorting or degrading the meaning of the
message), and context (where all communication takes place).
Those components built a symbiosis to create the real value
of communication.
If you re-think what has changed through Social Media, you
will see that beside existence and growth relatedness is a key
issue. So its not about connectivity anymore, which is already
given. Its about building relations as the foundation of the real
value of communication. Dialogue as the core of a relationship is
very crucial to orientate the relatedness. A smart dialogue
increases brand image, loyalty and sales. Also, a smart dialogue
constitutes a smart relationship that reunites producer and
customer which are also named as sender and receiver.
Interaktiv 4.1 (Please click on the charts to activate motion)
Our Take: In the past, before web 2.0 and Social Media, brand
dialogue was a monologue with advertising rather than a smart
dialogue. It used to be slow and tedious. What smart
communication provides us is a win-win effect for both the
consumer and the brand. So, if when it comes to defining smart,
smart is fun and easy, useful, understandable, personal, simple…
Smart is communication… or let´s call it in the way Andreas
Weber defines it: Smart communication is a breath of fresh air!
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Smart communication enables to reach the real value of communication on a
top level. “Smart Communication” reunites producers and consumers.

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Galerie 4.1 How to unify Communication, Art and Culture!
All we need to unify art, culture and communication started more than 650 years ago in Mainz! It’s still valid and
accessable. But we have to take care in a much better way!
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“Communication leads to community, that is, to
understanding, intimacy and mutual valuing.“ —Rollo May
“Something Old will become Something New!“ — Our
Commitment as a company in Mainz, Value Communication AG, a
global research & publishing company that is located in an over 2000-
year-old city with a rich cultural history and art, has a philosophy as
“you cannot know what you do not know”. In other words, our brains
are not tools or containers, but these are interfaces to a smart life.
Therefore, Value Communication provides you to rent a brain so
as to train your brain! Let us to accompany you on the way of
knowing what you do not know (yet).
Our Principles based on our Value’s philosophy:
1.Value Communication strategizes a disruptive approach in order
to kill ongoing analogue thinking in the daily life.
2.The performance promise of Value Communication is
connecting innovation to profit.
3.Value Communication supports the interaction based on the
unification of Social & Human-to-Human.
4.Value Communication guides companies on track of increasing
their customer benefits with advice, knowledge and connectivity.
5.The effectiveness of communication and the efficiency of
communication processes are developed with innovative tools
and methods by Value Communication such as ValueCheck!,
ValueTalk! and ValueLearning! (via Value Academy).
6.Relatedness is important! Therefore, Value Communication aims
to extend its connections both nationally and internationally, and
guides others to do it as well.
7.Our approach is enlightened by rich art and culture of the
environment we live in which is connected with innovation and
communication.
Like it is in the city of Mainz/Germany, we do not let bygones be
bygones, however; we let the old and the new to merge and
complementing each other. Communication is the key for
successful businesses, healthy relationships and business
partnerships and profitable growth. That’s why we value
communication!
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5 — Become a savvy
The perfect
trio
There is no doubt that the combination of Dialectic,
Hermeneutics and „Innovatik" come as the perfect
trio to guide not only those who are willing to
become communication professionals (or better
best-in-class communicators) and influential
analysts, but also those who are willing to become
successful as professionals connecting innovation
to profit.

Contribution to Hans-Georg Gadamer
Learning the real value of communication is not only a process which one can
experience communication itself by interacting with people and the environment,
but also a process of acquiring the main philosophy including dimensions and
essentials of valuable communication. For the first time, a spreadsheet is prepared
to showcase these dimensions and essentials by Value Communication AG in
Mainz. In order to become an effective communicator, one should concentrate to
combine these three dimensions such as Dialectic (as a more creative discourse),
Hermeneutics (as the sense of purpose) and ”Innovatik“ as systemic innovation
management approach) as cited above in the chart.
As one of the very important parts of valuable communication, Hermeneutics is the
methodology that provides the way of mastering in art of interpretation to create
context. The methodology actually started as a legal and theological conception
governing the interpretation of civil war, however; thanks to smart and effective
philosophers like Hans-Georg Gadamer as a godfather of Hermeneutics, it
becomes a valuable phenomenon to experience valuable communication in the
best way. Unfortunately, today Hermeneutics is not valued as much as it
deserve. Nevertheless, we should keep in mind that Hermeneutics is far more
effective and essential than before as humankind need to be able to analyze
aspects around her via reaching the sense of purpose in the best way.
Abschnitt 1
HERMENEUTICS — THE HIDDEN
SUCCESS DRIVER
1. Learning the real value of communication is
not only a process.
2. Hermeneutics is the methodology that
provides the way of mastering in art of
interpretation to create context.
3. When it comes to Dialectic as a more
creative discourse then language, tonality,
mimics and gestures play an important
role.
4. „Innovatik" as systemic innovation
management approach makes a big sense.
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Dialetic enables creative interaction.
„Innovatik“ manages connectivity!
When it comes to Dialectic as a more creative discourse then
language, tonality, mimics and gestures play an important role.
Our way of dealing with arguments and contradictions and
preparing attractive speeches requires us to focus more on
Dialectic. Being empathetic and using rhetoric in an influential
ways form Dialectic as a segment of valuable communication and
the interaction with the Audience is crucial to communicate
better. Also, without critical ability and responsiveness, we are not
able to create a healthy business relationship and to integrate in
B2B and H2H aspects properly.
As the third segment of dimensions and essentials that make
communication valuable, ”Innovatik“ as systemic innovation
management approach makes a big sense. Innovation by
technology needs valuable communication to enables interaction/
interactivity, networking (the Cloud Principle), being systematic,
having useful/profitable options, following advantageous and
simplistic opportunities, and also benefiting from WIN-WIN-WIN-Principle
as a manufacturer, buyer and any customer´s customer.
—Şükran Ceren Salalı, Value Art+Communication Fellow
Our take: All of these useful and effective aspects to
experience valuable communication have been used in our
project Value Art&Com Project on track of searching the real
value of communication via the interviews, comments and also
cultural and historical researches we have made so far. The
spreadsheet by Andreas Weber was the scientific base of our
project to analyze each step and to interpret our findings and
results. There is no doubt that the combination of Dialectic,
Hermeneutics and ”Innovatik“ come as the perfect trio to guide
not only those who are willing to become communication
professionals (or better best-in-class communicators) and
influential analysts, but also those who are willing to become
successful as professionals connecting innovation to profit.
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Film 5.1 Video Tutorial to catch up the spirit of the real value of communication
The real value of communication is always driven by the right human to human approach.— Credits: Video/animations by Laurenz Sill, Mainz/Germany. 30

6 — Gutenbergs Traum (Gutenberg’s Dream)
Epilog
We want to share a special story with you. Written
by Andreas Weber. It is about Johannes G. and a
dream he had once. Because he didn’t know
english, his dream description is in german
language. If your german isn’t quite well enough,
Google Translate may help (or not!).

Diese Geschichte ist frei erfunden.
Deshalb trifft sie voll und ganz zu!
Von Andreas Weber, Mainz
Unruhig wälzte er sich hin und her.
Jahrhunderte in himmlischem Schlaf zu
verbringen, ist auch kein leichtes
Unterfangen, brummelt er missmutig vor
sich hin. Umtriebig wie er auch nach fast
400 Jahren seit seiner Geburt noch war,
beschloss der geniale Tüftler, auf die
Erde zurück zu kehren. Ein wenig
Bewegung tut gut, schummelte er, um
eine Legitimation zu konstruieren,
heimlich durch die knarrende Petrus-
Pforte nach draussen zu gehen. Flugs
kam er voran, fast zu schnell, um die
rechte Orientierung zu finden. Er landete
nacheinander in Prag, Wien, Heilbronn
und weiter nördlich in Hanau. Und je
näher er seiner Heimatregion an Rhein
und Main zu kommen schien, um so
neugieriger wurde er. So kam es, dort in
Hanau, dass er zufällig hörte, wie sich
zwei Passanten über einen
geheimnisvollen Mann unterhielten, der
einst als Kind kurz in ihrem Städtchen
gelebt hatte und über München und
andere Stationen ins benachbarte
Offenbach gekommen war, um den
chemischen Druck zu praktizieren. Der
Himmelsflüchtling hielt inne und
stammelte vor sich hin: „Ans Setzen und
vor allem ans Drucken kann ich mich
noch gut erinnern. Aber ich, ich habe
doch alles verloren, weil die Chemie
nicht stimmte, vor allem zwischen mir
und diesem Fust. — Von wegen
chemischer Druck.“ Beinahe ärgerlich
führte er seinen Weg am Main entlang
fort, um schnell zu dessen Mündung zu
gelangen. Wie der Zufall so spielt, sah er
Offenbach wie zwei Männer sich
verabschiedeten. Der eine dynamisch,
voller Tatendrang und in der Abreise
begriffen, der andré vornehm und
aufmerksam, dem Abreisenden gutes
Geleit ins ferne London wünschend. In
der Hoffnung, ihn bald wohlbehalten
wieder in Offenbach sehen zu können.
Unser Himmelsflüchtling spürte ein
heftiges Ziehen im Leib, das er sich
kaum erklären konnte. Ach,
wahrscheinlich immer noch diese
Chemie mit ihren Nachwirkungen,
schimpfte er, als er an Höchst vorbeieilte.
Und schon kam er in seiner Heimatstadt
an, direkt an der Mündung des Mains in
den Schoß von Vater Rhein. Voller
Wonne dachte er: Na, die werden aber
überrascht sein und mir sicherlich einen
freudigen Empfang bereiten.
PUSTEKUCHEN. Kein Mensch erkannte
ihn. Die Stadt war völlig desolat, sein
Geburtshaus stand nicht mehr. Erst
haben die Franzosen und dann die
Deutschen bei der Rückeroberung im
Revolutionskrieg alles in Schutt und
Asche gelegt. Ziemlich frustriert und
dann durchaus angriffslustig beschloss
er, sich das Prinzip einer Revolution zu
eigen zu machen. In den Himmel
zurückgekehrt, bereitete er aus luftiger
Perspektive wohl überlegt sein
Comeback als Revolutionsheld vor. Gut
Ding will Weile haben, erkor er sich zum
32

Motto. Was Du brauchst, ist erstmal ein
Denkmal — mitten in der Stadt und und
von Meisterhand gefertigt. Damit Dich
jeder jederzeit sehen kann: SICHTBAR
werden und bleiben, jawohl! Und wer
den Mantel der Geschichte umlegt, wird
in der Zukunft nicht frieren, sinnierte
unser Mainzer Himmelsgänger. Eine
Weile später hatte er es bereits
geschafft, eine Jahrhundertfeier für sich
selbst zu initiieren, so grandios, dass
sogar ein Museum in seinem Namen
gestiftet wurde. Und das war nur der
Anfang. Mit der Rasanz der
Druckmaschinen verbreitete sich die
Kunde von der Gutenberg Galaxis. Die
klügsten Köpfe beschäftigen sich mit
ihm. Trotz Schnell- und Rotationspressen
wurde seine Presse, das ORIGINAL,
nachgebaut und mit riesigem Erfolg auf
Weltreise geschickt, Viele Schriften
wurden ihm gewidmet, wohlfeil gedruckt,
herrlich illustriert.
Seine Bibelausgaben wurden nicht nur in
den feinsten Museen dieser Welt
gehütet, sondern auch in Faksimile-
Drucken herausgegeben. Die Mainzer
Universität widmete ihm einen Lehrstuhl,
eine Gesellschaft seines Namens
gründete sich, inklusive eines stattliches
Jahrbuchs sowie einem internationalen
Preis. Tja, dachte der Mainzer, wenn man
sich nicht selbst um alles kümmert und
geschickt die Fäden zu Netzen spinnt…
Er lehnte sich entspannt zurück und
beschloss da sein Erbe dauerhaft
gesichert, das Leben von nun an
himmlisch zu genießen. Munter wanderte
er fürderhin im Paradiesgärtelein umher,
stets gelassen und dem Neuen
aufgeschlossen. Gerade auch, als er
einen gänzlich in sich versunkenen Mann
sah, der beinahe missmutig auf die Erde
hinunterblickte.
„Was liegt an, Gevatter?“, sagte er. Und
dachte bei sich: Hm, den kenn ich noch,
als es ihm besser ging. „Ist Ihnen die
Reise nach London nicht bekommen?
Stimmt was mit der Chemie nicht?“
„Doch, doch, danke der Nachfrage. Das
ist ja aber etliche Generationen her.
Seitdem ist viel passiert – und, ich sag’s
Ihnen ganz offen, ach, die Welt, sie hat
mich vergessen!“ – „Wer sind Sie denn,
dass sich an Sie erinnern sollte?“ – „Nun,
ich bin der, der Gutenbergs Erbe antreten
wollte!“ – „Na, davon sollte ich
wissen“ (kichert).
Der andere drehte sich erschrocken um
und schaute unseren Mainzer an. „Oh,
Meister Gensfleisch. Lachen Sie nicht
über mich!“ –„Gemach, gemach werter
Freund, ich lache nicht über Sie, sondern
darüber, dass ich vor längstens 200
Jahren vor der gleichen traurigen
Erkenntnis, ich sei vergessen, stand“
Und G erläuterte seinem unglücklichen
Kollegen, wie alles sich zum Guten
wenden ließ. „Ach, bei Ihnen mag das
geklappt haben, aber bei mir?“ – „Nicht
mutlos werden, es braucht einfach nur
Initiative und pfiffige, unkonventionelle
Ideen. Aber erzählen Sie mir einmal, was
Sie da überhaupt ausgetüftelt haben,
lieber Kollege.“
33

Und der (in sich) Versunkene erzählte,
wie er vom Schreiber (beim Bestreben,
ein Verfahren zur Schriftgewinnung), zum
Drucker und Erfinder des Flachdrucks
mit Spezialtinte wurde. Wie die
berühmtesten Künstler seine neue
Technik des Druckens vom Stein
aufgriffen, ebenso wie die Tüftler und
Drucker. Wie andere sogar noch zu
seinen Lebzeiten den lithografischen
Dreifarbendruck zelebrierten.
„Das Geheimnis lautet also: Durch
emsiges Nachdenken vorgezeichnete
Wege einzuschlagen? Ja warum machen
Sie, lieber Kollege, das nicht selbst, um
Ihr Erbe zu sichern?“ – „Ach alleine
schafft das ja heute keiner mehr; das war
zu Ihrer Zeit noch ganz etwas anderes,
werter Gensfleisch. Die Erinnerung an
Sie ist lebhaft wie nie zuvor. Sie werden,
wie ich gerade vernehme, als Mann des
Jahrtausends im Internet und auf der
Opernbühne gefeiert. Hier steht es, in
diesem Druckwerk schwarz auf weiß und
bunt bebildert.“ – „Alle Achtung, das
wusste ich noch gar nicht. Aber hoppla,
wie ist das gedruckt, so wohlfeil, mit
Farben und Glanz?“ – „Na ja, man hat
eben das chemische Verfahren weiter
ausgefeilt…“ — „Das ist doch eindeutig,
lieber Kollege: Ohne ihre Werke gäbe es
die Erinnerung an mich überhaupt nicht
in diesem Maße. Damit sind wir quitt!“ –
„Jetzt übertreiben Sie’s doch ein
wenig…“.
„Nein, nein gar nicht, denn,
Donnerwetter, wenn ich es recht sehe,
haben Sie, lieber Aloysius, etwas
geschafft, was mir verwehrt wurde. Sie
haben dem Drucken sowohl die Wege in
die Künstlerateliers geebnet als auch die
modernen Produktionsverfahren
vorweggenommen, die das Drucken aus
dem Handwerklichen heraus zur
Königsdisziplin der Kommunikation
erhoben haben. Hut ab vor diesem
Lebenswerk und Geschenk an die
Menschheit!“ – „Was nutzt es, wenn
keiner mehr davon Kenntnis hat?“ –
„Nun bitte nicht Trübsal blasen. Substanz
ist reichlich vorhanden, man muss nur
einen neuen Nutzen stiften.“
Galerie 6.1 Gutenbergs Traum (Gutenberg’s Dream)
Hinweis: Die Fotos entstammen einer ganz
besonderen Publikation von „Gutenbergs Traum”.
Gefertigt unter der Leitung von Dr. Otto Martin
per Bleisatz und Handpressendruck in einer Auflage
von 100 Exemplaren. Dies erfolgte im Rahmen des
Projekts „Drucktherapie für Bildschirmgeschädigte”
im Team mit Studierenden des Instituts für
Buchwissenschaft der Johannes Gutenberg-
Universität zu Mainz, im Sommersemester 2002.
34
A beautiful story, sounds like a funny fantasy.
But it is so true! TX to Dr. Otto Martin for
publishing it using Gutenberg‘s technology!

7 — Knowledge Mediation
ValueCamp
It is not by chance that the ValueCamp initiative
and project will start and take place in Mainz,
Germany — the hometown of Johannes Gutenberg
and and the hometown of the Culture of
Communication. It is a line extension of our
ValueAcademy work thousand of professional from
30+ countries joined already.

”What we need today in business are smart communicators.
Beyond Facebook! Aligned with the culture of communication!
Only smart communicators are able to create interaction to unify
Social Technologies & Human-to-Human needs.”
ANDREAS WEBER, FOUNDER AND CEO VALUE COMMUNICATION AG
Challenge
Today, almost everyone thinks that communication has a high value.
But most of us don’t know how to identify and how to use the real
value of communication to optimize the business success. As digital
natives, everyone uses Facebook, Twitter and many other digital
platforms, however; being a smart communicator is something
else beyond Facebook, which requires to be not only a digital
native, but also to be a digital savvy by using relevant online
platforms effectively after learning the real value of communication.
Solution
Value Communication AG offers an idea under the name
of ”ValueCamp“ so as to convert smart technologies into smart
communication on track of learning the real value of
communication. ValueCamp supports candidates to learn in the
most effective and most profitable way by focusing on high
technology and media usage skills and bringing art, culture and
communication together. It is a new approach. Based on decades
full of practice and experiences in valuable communications. And
last but not least: we respect always all kind of skills and the talent of
ValueCamp attendees to get enriched. — We promise: ValueCamp
gets the best out of you!
How ValueCamp works
ValueCamp can be done all year around, with individuals or in
groups of up to 7 participants and time between 2 weeks (groups)
and 12 weeks (one to three participants) accompanied with a
professional analyst and the CEO of Value Communication
AG, Andreas Weber. Even One-to-One Coachings are possible. As a
first candidate of ValueCamp, Şükran Ceren Salalı from Istanbul has
published her new interactive iBook The Real Value of
Communication — Experience our game changing scenario: Mainz–
Hometown of the culture of communication in which she explained
her value learnings about the real value of communication during her
stay in Mainz and her Value Camp experience for 3 months in
Summer 2014.
Advantage of Mainz as a center of culture of communication
Mainz is a perfect city to experience the real value of communication
with the rich culture and history behind. Based in Mainz, the
ValueCamp organizer, Value Communication AG, is an international
research and knowledge mediation service provider for
communication and interaction (mainly in B2B) and, already being in
36

good relationships with talented professionals specially
from China, Turkey, Brazil and last but not least Germany (Mainz).
Since 2009, we have coached and promoted students and post-graduates
from Turkey and those from Germany who studied in
foreign countries and came back to find a job. Beside this we
advised and supported since 1995 young Creatives to start-up their
own communication service businesses. They benefited from our
profound experience and insights to optimize their own business
models and to speed up their go-to-market success. It is related to
the well known ValueServices “Advice, Knowledge,
Connectivity“ which are to be used by “Rent-a-Brain“ or by project
business for clients.
How to get started
1. Subscribe for free to our ValueTrendRadar blog, one of
the best knowledge compendium for communication, art
and culture (posts in german and english language).
2. Download for free our amazing interactive Value Art+Com
iBooks. Specially “ValueTrendRadar iBook“.
3. Book a personalized workshop or coaching to catch the
spirit of the real value of communication (Face-to-Face in
our beautiful office or via Webex online sessions).
Galerie 7.1 Kick-off at ”Gründergrillen“ in Mainz
How to proceed
Experience in a smart way how to benefit from our smart
knowledge and to become a smart communicator.
Contact: Via Facebook, Twitter or by Email
Note: Our ValueCamp services are also available for companies. We recommend
to start with a ValueCheck! and ValueTalk! to identify quickly the real demand
and individual needs and to create a roadmap for companies learnings and tasks.
37
We had the pleasure to present ValueCamp as a Start-up project on August 21st., 2014 in
Mainz at “Gründergrillen” event. The around 100 attendees liked it and welcomed it!

Imprint:
The Real Value of
Communication
© 2014 By Value Communication AG, Mainz/Germany
Interviews, introduction and comments:
Şükran Ceren Salalı, Value Art+Communication Fellow, Istanbul
sukransalali7@gmail.com
Editorial, special text features, animations and production:
Andreas Weber, Mainz | a.weber@value-communication.com
Painting of Johannes Gutenberg (cover and editorial):
Dr. Ying Lin-Sill, Artist in Residence at Value Communication Office, Mainz
linsillying@gmail.com
Introduction Video-Animation:
Laurenz Sill, Mainz | laurenzlin.sill@facebook.com
Contact:
Value Communication AG, Walpodenstr. 1, 55116 Mainz/Germany
@ValueCommAG (Twitter) | https://facebook.com/ValueCommunicationAG
Blog (free subscription): http://valuetrendradar.com
a.weber@value-communication.com
xxxviii

*Value Glossar
Short & Sweet: We explain all those ”Value” terms you need to get familiar with to
understand the real value of communication in the best way.
Verwandte Glossarbegriffe
Zugehörige Begriffe hierher ziehen
Index
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Value Academy
Value Academy – We enable to get all relevant ValueLearnings you need to fast-track your
success by an innovation driven value communications approach.
Whether we like it or not: Technology innovation has never been so crucial for a
company’s success as it is today. No matter who you talk to, everyone seems to be on the
search for the new, the better and the ultimate. The challenges lie in structural changes,
different process thinking and creativity calls for a maximum use of technology expertise.
However, the real challenging question is:
What is part of the hype (with a short half-life) and what has value through innovation with a
real guarantee of existence? And most of all: Why is technology innovation not
automatically equated with marketing innovation which enables you to fast-track your
profit?
Our Value Proposition:
The unique offer of the Value Academy gives you an overview of facts, knowledge and
above all the knowledge that is needed to make the right decisions in the shortest possible
time.
Your benefits at a glance:
• Modular concerted use options
• No schematic routine treatment
• Close cooperation with independent knowledge partners (eg Hochschule Rhein Main,
analysts, innovators)
• Interdisciplinary know-how (technology, creation / production, content, media analysis /
use of media and marketing communications)
• Successful attendees receive a Value Academy Certification
Further information:
http://valuetrendradar.com/value-academy-understand-today-what-will-be-relevant-tomorrow/
Index
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Value Advice
ValueAdvice leads you beyond consulting. It works in the „Rent a Brain“ mode.
Using the deep experience, knowledge and innovative tools created by Andreas Weber in
over 500 innovations projects in 30+ countries to connect innovation to profit.
Further Information:
http://valuetrendradar.com/about/
Index
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Value Community
Very important part of the real value of communication task: You need a strong and
effective community approach to share knowledge, have reliable and personal
conversations and to get connected with other experts you would never identify on your
own.
Andreas Weber founded in 1996 one of the first Business Communities in the
communication sector and transformed it around the year 2000 in a dynamic online
community. At the beginning it was therefore to support the market in adopting the benefits
by digital printing solutions. Today it is all about Value Creation and Value Innovation.
Index
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Value Creation
Value Creation is linked and joined with the real value of communication.
As M.I.T. Media Lab’s Director Prof. Joi Ito points out:
Todays business process innovation follows the rules of disruptive innovation. It is not
driven anymore by MBA‘s and consultants and traditional business planning. You don‘t
demo, you just deploy! — Deploy or die!
Value Communication leads to Value Innovation leads to Value Creation.
And read our ValueCheck! to learn from Prof. Joi Ito:
http://valuetrendradar.com/2014/07/15/valuecheck-mit-media-labs-prof-itos-smart-pov-on-innovation/
Index
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Value Innovation
Prologue
Steve Jobs had pulled the emergency brake in time, as he pointed out in October 2010 in
his legendary e-mail newsletter on the risk of an innovation dilemma, which then perform, if
one is successful, and may rest on his laurels! Action saw Jobs at Apple’s high-speed
growth period especially in the product and in the communications innovation that the
“digital lifestyle” was oriented. Reminder: Jobs had his position as iCEO associated with
being an extremely charismatic Chief Communication & Innovation Officer (CCIO), which
controls all processes in the company. He initiated the innovation management; and he was
able to operate professionally all Apple products by himself to explain the benefits perfectly.
So Jobs had established itself in a unique way, the principle of Value Communication.
Value Innovation based on the “The Big 5 -C” principle:
Content — Embassies and storytelling around the Performance Promise
Connectivity — for inter-media transfer of knowledge and digital literacy
Consumer (and Brands) — as a focal point around which entwines everything
Community — using the Human-to-human principle
Creativity — as a creative force of the New World
Creativity is regarded as an engine of innovation, which includes a deep understanding of
technology use, as well as open source surf.
Meaning, purpose and benefits of Value Communication as a driver and implementer of the
Value Innovation Strategy develops rapidly and logical. Especially when you consider that
all companies that have successfully accomplished the digital transformation, or those who
laid the basis of beginning business model innovation as a strategy to grow profitably faster
than everyone else. Not without reason achieve companies like Google or Apple more per
capita profit as “classics” such as Axel Springer or Volkswagen or Otto Group, or even
Hewlett-Packard per capita revenue realized. These classics have so far failed to operate
Value Innovation and Value Communication. They failed because they don’t innovate on a
strategic level!
Last but not least: The motto of the CCIO as the architect of Value Communication is
always: Connect Innovation to Profit.
Read as well our ValueCheck! posts on Innovation:
http://valuetrendradar.com/2014/04/28/your-biggest-enemy-is-your-own-success-free-quote-
after-steve-jobs/
http://valuetrendradar.com/2014/05/01/how-to-survive-the-innovation-dilemma/
Index
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Value Knowledge
Anykind of knowledge you gain by ValueAcademy, ValueCheck! and ValueAdvice!
It helps you to experience value creation and value innovation in an efficient and effective
way, to step beyond news & information overload and to put everything into the right
context!
First step:
Subscribe for free to our Online-Knowledge-Platform:
http://valuetrendradar.com
Second step:
Get in touch with us!
Index
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Value Projects
All of our more than 500+ projects in the last 20+ years have been more than successful.
Based on interaction, extraordinary market knowledge and smart communications we
helped our custumers and partners to achieve profitable growth.
http://valuetrendradar.com
Check as well our exclusive selection of business presentations and cases:
http://de.slideshare.net/zeitenwende007
Index
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Value TrendRadar
ValueTrendRadar is a creative knowledge platform in form of an extraordinairy blog. The
great collection of blog posts is dedicated to the real value of communication. We interact
constantly with 10,000+ experts in more than 100 countries around the globe to keep the
conversation going on. Therefore ValueTrendRadar is linked to all our social media
platforms and communities (i.e. on Twitter, Facebook, LinkedIn, Slideshare, Google Plus).
See: http://valuetrendradar.com
Index
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ValueCheck!
About and how it works
It’s time for a disruptive approach: The performance promise of Value Communication AG
is “connect innovation to profit”. In order to realize this promise, a questionnaire
including eight different parts is organized so that customers get an opportunity to check
out their companies’ marketing communication level by answering ValueCheck!
questions.
After receiving answers, Value Communication promises to provide customers with the
results based on ValueScoreIndex, presented in a ValueReport and a ValueCoaching
Session. In this way, customers become more aware of their tendencies and inadequacies
on track of making benefits in the market. They get a chance to increase the effectiveness
of all communication activities with regard to the success of their companies. At least the
ongoing transformation leads from Social Communication/Social Media to Social Business,
which is not an easy task and a great challenge. Our believe: the real value of
communication is creating value via communication.
Further Infomation:
http://valuetrendradar.com/2014/06/11/value-check-connect-innovation-to-profit/
Index
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ValueLearning!
Is related to Value Academy and ValueTrendRadar.
Our Disruptive Value Task via ValueManifesto!:
“Bust the Silos: Convert the VIRTUAL to REALITY”
After many years of investigation plus thinking it becomes more and more clear that we
have to bust the silos. The Googlization of our lifestyle and the way we do business never
leads to digitize everything. At least we are human beings — organic, natural and alive! But
nevertheless we live in a digital world. Social Media and all our Social Activities will never
be able to create relatedness. It enables connections. That’s it!
Our Nightmare:
When Entrepreneurs, Managers, Politicians, Consultants and so called Gurus talk about the
digitization of everything. This is annoying and stupid.
Our provocative POV:
Kill stupidity in business driven by executives who still use their analog thinking in a digital
world. Who don’t accept that needs (of others) are the measure of all things! Who are not
able to reduce complexity. Who are not able to fight honestly for a better world!
Our message according to all activities based on our disruptive Value Task:
Just do it the smart way. Unify Social & Human-to-Human. Convert the virtual into reality.
Never digitize anything which provides much more effectiveness through its analog
existence!
http://valuetrendradar.com/value-communications-manifesto/
Index
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ValueTalk!
Is connected to ValueCheck! and ValueLearning!.
This iBook benefits from our approach: ValueTalk! delivers premium stories to make sure to
be able to start the best conversation with the best people to catch-up the the most
relevant topcis.
On our blog ValueTrendRadar you will find a good collection of ValueTalk! stories we had
the honore to create and document.
See: http://valuetrendradar.com
Index
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