EXPERIENCE OUR GAME CHANGING SCENARIO 
The Real Value of 
Communication Mainz — Hometown of the Culture of Communication
Hello! 
I am Şükran.
Hello Mainz! 
ii 
“Johannes Gutenberg was our first geek, the original 
technology entrepreneur, who had to grapple with a...
It was an emotion that feels like a magic from the history but 
still existing with its modern face in today’s world. All ...
1 — Good to Know 
Mainz bleibt 
Mainz 
There are only a few cities in Germany that can look 
back on such a rich and color...
Hometown of human culture 
Mainz is alive, metropolitan, cosmopolitan, versatile, integrated in attractive 
surroundings, ...
In general: The people in Mainz are very open-minded about 
culinary delights, including delicious wines. 
People in Mainz...
The ensemble of interviews, statements, short texts, quotations, 
pictures and a good typography and design are the specia...
2 — ValueArt+Com 
About the 
project 
Our ValueArt+Com (i.e. Communication) project got 
inspired by the rich cultural and...
The relevance of communication 
Nowadays, in the age of digital transformation, the importance of communication 
reached i...
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 ...
3 — Great thoughts! 
Interviews 
Amazing. None of the broad range of our interview 
partners denied the fact, that communi...
The real value of communication… 
By Şükran Ceren Salalı, Value Art+Communication Fellow 
As a part of ValueArt+Com Projec...
Interaktiv 3.1 (Please click on the charts to activate motion) — Painter and Singer Nanette Scriba 
Nanette Scriba is a ve...
Interaktiv 3.2 (Please click on the charts to activate motion) — Malu Dreyer’s „Pressefest 2014“ 
Once a year the Head of ...
Interaktiv 3.3 (Please click on the charts to activate motion) — Young Talents from Brazil, Spain, Hungary,Turkey 
Special...
Interaktiv 3.4 (Please click on the charts to activate motion) — Great ValueLearning! via listing to great artists! 
The y...
Interaktiv 3.5 (Please click on the charts to activate motion) — Yajing Huang: From Beijing to Mainz! 
Absolutely smart an...
Interaktiv 3.6 (Please click on the charts to activate motion) — Dr. Ying Lin-Sill is a painter and art scientist in once ...
Interaktiv 3.7 (Please click on the charts to activate motion) — Andreas Weber focus on value creation 
Andreas Weber live...
Andreas Weber on: What is the Real 
Value of Communication? 
This good question is easy to answer: the 
real value of comm...
2 
Side effects: Great inspiration 
Two weeks ago, mid of July 2014, there was loud club music 
being played in the late n...
4 — Become smart 
Appendix 
The real value of communication leads to success, 
its so important and helps us to optimize o...
Communication has to be smart! 
By Şükran Ceren Salalı, Value Art+Communication Fellow 
Almost seven years before now, in ...
communication techniques should step in so as to abolish the 
dissatisfaction and to strategize the whole business process...
25 
Galerie 4.1 How to unify Communication, Art and Culture! 
All we need to unify art, culture and communication started ...
“Communication leads to community, that is, to 
understanding, intimacy and mutual valuing.“ —Rollo May 
“Something Old wi...
5 — Become a savvy 
The perfect 
trio 
There is no doubt that the combination of Dialectic, 
Hermeneutics and „Innovatik" ...
Contribution to Hans-Georg Gadamer 
Learning the real value of communication is not only a process which one can 
experien...
Dialetic enables creative interaction. 
„Innovatik“ manages connectivity! 
When it comes to Dialectic as a more creative d...
Film 5.1 Video Tutorial to catch up the spirit of the real value of communication 
The real value of communication is alwa...
6 — Gutenbergs Traum (Gutenberg’s Dream) 
Epilog 
We want to share a special story with you. Written 
by Andreas Weber. It...
Diese Geschichte ist frei erfunden. 
Deshalb trifft sie voll und ganz zu! 
Von Andreas Weber, Mainz 
Unruhig wälzte er sic...
Motto. Was Du brauchst, ist erstmal ein 
Denkmal — mitten in der Stadt und und 
von Meisterhand gefertigt. Damit Dich 
jed...
Und der (in sich) Versunkene erzählte, 
wie er vom Schreiber (beim Bestreben, 
ein Verfahren zur Schriftgewinnung), zum 
D...
7 — Knowledge Mediation 
ValueCamp 
It is not by chance that the ValueCamp initiative 
and project will start and take pla...
”What we need today in business are smart communicators. 
Beyond Facebook! Aligned with the culture of communication! 
Onl...
good relationships with talented professionals specially 
from China, Turkey, Brazil and last but not least Germany (Mainz...
Imprint: 
The Real Value of 
Communication 
© 2014 By Value Communication AG, Mainz/Germany 
Interviews, introduction and ...
*Value Glossar 
Short & Sweet: We explain all those ”Value” terms you need to get familiar with to 
understand the real va...
Value Academy 
Value Academy – We enable to get all relevant ValueLearnings you need to fast-track your 
success by an inn...
Value Advice 
ValueAdvice leads you beyond consulting. It works in the „Rent a Brain“ mode. 
Using the deep experience, kn...
Value Community 
Very important part of the real value of communication task: You need a strong and 
effective community a...
Value Creation 
Value Creation is linked and joined with the real value of communication. 
As M.I.T. Media Lab’s Director ...
Value Innovation 
Prologue 
Steve Jobs had pulled the emergency brake in time, as he pointed out in October 2010 in 
his l...
Value Knowledge 
Anykind of knowledge you gain by ValueAcademy, ValueCheck! and ValueAdvice! 
It helps you to experience v...
Value Projects 
All of our more than 500+ projects in the last 20+ years have been more than successful. 
Based on interac...
Value TrendRadar 
ValueTrendRadar is a creative knowledge platform in form of an extraordinairy blog. The 
great collectio...
ValueCheck! 
About and how it works 
It’s time for a disruptive approach: The performance promise of Value Communication A...
ValueLearning! 
Is related to Value Academy and ValueTrendRadar. 
Our Disruptive Value Task via ValueManifesto!: 
“Bust th...
ValueTalk! 
Is connected to ValueCheck! and ValueLearning!. 
This iBook benefits from our approach: ValueTalk! delivers pr...
Upcoming SlideShare
Loading in...5
×

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

933

Published on

Experience our game changing scenario:
What is the Real Value of Communication?

Amazing stories composed by Şükran Ceren Salalı, Value Art+Communication Fellow from Istanbul.

—A ValueArt+Com project. Composed in Mainz/Germany, the hometown of Johannes Gutenberg and the hometown of the culture of communication.

Dedicated to all of us, to become or to keep smart communicators!

The iBook publishing process will start soon. Via Slideshare you could have a preview (without animations and videos, for sure!).

++++++++++++++++++

More Details:

”The best ibook I have ever created – and also the very first one!“
—Şükran Ceren Salalı - Value Art&Communication Fellow


Background:


„The moment I have prepared the scenario for my research project, I wanted it to be something entertaining but serious to provide an effective scientific learning about the real value of communication via experiencing a beautiful city; Mainz as a cultural center of communication. As a Sociology student from Bogazici University, Istanbul, I have created this iBook with a professional analyst, Andreas Weber, in order to showcase the interviews, blog posts and researches we have created as a content for Value Art+Communication Project as a part of my official work in Value Communication AG, Mainz.“


About the iBook:
It is all about art and culture as key issues of communication! — The German city Mainz is situated in Rheinland-Pfalz state with a rich cultural and historical environment. Inspired by this 2000-year old city as the hometown of Johannes Gutenberg and the surrounding area as a leading centre of the culture of communication, this interactive ibook edition showcases the real value of communication through photos, videos, animations interviews and texts as the content of a project called Value Art+Communication Project.

A unique and entertaining resource to learn about the real value of communication by experiencing the spirit of Mainz, hometown of Johannes Gutenberg.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
933
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. EXPERIENCE OUR GAME CHANGING SCENARIO The Real Value of Communication Mainz — Hometown of the Culture of Communication
  2. 2. Hello! I am Şükran.
  3. 3. Hello Mainz! ii “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?
  4. 4. 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! iii Şükran Ceren Salalı, Value Art +Communication Fellow Gutenberg — The 1st. geek, created the ground for innovation. Illustration: Lidia Lukianova, SF Bay Area
  5. 5. 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
  6. 6. 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. 1 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. 5
  7. 7. 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. 6 1 von 11
  8. 8. 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?”. 7 The Artist Guido Ludes created more than 200 drawings showcasing Mainz via its streets, squares, buildings and the street life.
  9. 9. 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.
  10. 10. 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. 1 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. 9
  11. 11. 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! 10
  12. 12. 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.
  13. 13. 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. 1 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! 12
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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). 20 Love ART
  22. 22. 2 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. 21
  23. 23. 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!
  24. 24. 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 1 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! 23
  25. 25. 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! 24 Smart communication enables to reach the real value of communication on a top level. “Smart Communication” reunites producers and consumers.
  26. 26. 25 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! 1 von 12
  27. 27. “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! 26
  28. 28. 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.
  29. 29. 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. 28
  30. 30. 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. 29
  31. 31. 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
  32. 32. 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!).
  33. 33. 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
  34. 34. 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
  35. 35. 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!
  36. 36. 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.
  37. 37. ”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
  38. 38. 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!
  39. 39. 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
  40. 40. *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 Begriff suchen
  41. 41. 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/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  42. 42. 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/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  43. 43. 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. Further information: http://valuetrendradar.com/about/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  44. 44. 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. Further information: http://valuetrendradar.com/about/ 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/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  45. 45. 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. Further information: http://valuetrendradar.com/about/ 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/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  46. 46. 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! Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  47. 47. 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. Further information: http://valuetrendradar.com Check as well our exclusive selection of business presentations and cases: http://de.slideshare.net/zeitenwende007 Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  48. 48. 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 Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  49. 49. 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/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  50. 50. 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! Further information: http://valuetrendradar.com/value-communications-manifesto/ Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  51. 51. 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 Verwandte Glossarbegriffe Zugehörige Begriffe hierher ziehen Index Begriff suchen
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×