MIIKKA LEINONENAs material and immaterial
worlds melt new business opportunities arise. A visual guide book BE TA

This is how So this
must bethe world is changing. your new strategy.

World isbecomingimmaterial.Let me showyou how...

THIS IS OUR WORLD.

THIS IS THEMATERIAL WORLD

THIS IS THEIMMATERIAL WORLD THIS
IS THE MATERIAL WORLD

EmotionsCompetences Knowledge Objects Actions

DEFININGQUALITIES?

SCARCITY

ABUNDANCESCARCITY

Material can becontrolled, repeated and
measured.

Immaterial can not be owned,
boxed or protected. Material can becontrolled, repeated and measured.

Business model for... 3rd millennium
2nd millennium

This is the big stepcompanies
must take. 3rd millennium 2nd millennium

What is driving this change?

1 Competitionin material world is
fierce.

2 1Human needs are becoming
ever more immaterial.

3 Technology is meltingmaterial and
immaterial.

Many elements are losing their
material form. 3 Technology is meltingmaterial and immaterial.

Many elements are losing their
material form. Information Technology is meltingmaterial and immaterial.

Many elements are losing their
material form. News Entertainment Technology is meltingmaterial and immaterial.

Many elements are losing their
material form. Services Technology is meltingmaterial and immaterial.

Many immaterial elements are becoming
more tangible. Thinking Technology is meltingmaterial and immaterial.

Many immaterial elements are becoming
more tangible. Emotions Technology is meltingmaterial and immaterial.

MATERIAL LOOP Technology is melting
material and immaterial.

IMMATERIAL LOOPMATERIAL LOOP Technology is
melting material and immaterial.

IMMATERIAL LOOP THIS IS WHERE
THEY meltMATERIAL LOOP Technology is melting material and immaterial.

Let megive youan example.

Lets say... This guy buys
asmartphone.

This guy buys a 1smartphone.

The phone and2 applications provide
information.

3 Information creates knowledge,competences The
phone andand emotions. 2 applications provide information.

3 Information creates knowledge,competences The
phone andand emotions. 2 applications provide information. 4 The phone starts affecting his behavior.

His behavior creates 5 4
The phone starts affecting hisinformation. behavior.

6 Information creates knowledge, competences
and emotions.His behavior creates 5 4 The phone starts affecting hisinformation. behavior.

6 Information creates knowledge, competences
and emotions. He allows the phone to use his 7competences and emotions.

He allows the phone to
use his 7competences and emotions. 8 The phone affects his behavior.

He starts using his phones
social possibilities.

He shares Information competences, 11
10 createsexperiences and knowledge, emotions with competences other people. and emotions. People’s behavior creates 9 12 Other people’s emotions and information. competence affect his behavior.He starts using his phones social possibilities.

Smartphones cross theborder in three
cycles. Autonomous Personal Social enriching enriching enriching

3BigQuestionscompaniesface today

As immaterial is becoming1 the
predominant world... Can your company adopt the new rules of the immaterial business culture?2nd millennium 3rd millennium

Profit is created in the
material world.2 Value is created in the immaterial world. Can your company escape the material gravity? Brand Emotions Talent Curiosity Innovation Product2nd millennium 3rd millennium

Technology makes a world where3
everything becomes shared. Can your company operate in a common world?2nd millennium 3rd millennium

What isthe winningstrategy forthe future?

MUSTHAVE Product

ServiceMUSTHAVE Product

MUST Amplifier BE ServiceMUSTHAVE Product

Your strategy must stretchfrom material
to immaterial.

How tobuild sucha strategy?

methodNew to for bu immat
ols ilding erial strate gies a innova nd tions.

Theoretical ...becomes model... a practical
tool.

Melt Method is a super
easy tool for strategy building & innovating.1 2 3 4

7 elements Immaterial poolShow Enlighten
Melt Vapor Shape Material pool

You may choose from3 starting
points. BRAND SERVICE PRODUCT

You may choose from3 starting
points. BRAND SERVICE PRODUCT

What is in yourmaterial pool?What
are your products?How do people use them?

What is in yourmaterial pool?OUR
PRODUCT Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams

How canyou make itintangible?OUR PRODUCT
Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams

FOR EXAMPLE:Can you make a
light version?Can you turn it into a service?Can you extract data from it? OUR PRODUCT Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams

Will it createsomethingimmaterial?FOR EXAMPLE:Will you
it get peoples attention?Will it generate new audiences?What emotions will it create?

What is in yourimmaterialpool?What immaterial
elementshave you created and whatelements can you use?

How can youmake themtangible?How can
you makeimmaterial elementstangible and shareable?

How will itmelt with otherelements?What
elements can youcombine? And what newwill that create?

What is your elementsrelation to
other elements? OpenHost Epiphyte Closed

How will youmake itmaterial?What material
form canyou find for your meltedelements?

How doesit affectthe materialworld?CREATES MAKES
INCREASES DECREASES NEW SOMETHING SOMETHING SOMETHING OBSOLETE

This is how So this
must bethe world is changing. your new strategy.

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