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

2. This is how So this must be
the world is changing. your new strategy.

3. World is
becoming
immaterial.
Let me show
you how...

4. THIS IS OUR
WORLD.

6. THIS IS THE
MATERIAL
WORLD

7. THIS IS THE
IMMATERIAL
WORLD
THIS IS THE
MATERIAL
WORLD

8. Emotions
Competences
Knowledge
Objects
Actions

9. DEFINING
QUALITIES?

10. SCARCITY

11. ABUNDANCE
SCARCITY

12. Material can be
controlled, repeated
and measured.

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

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

15. This is the big step
companies must take.
3rd
millennium
2nd
millennium

16. What is driving
this change?

17. 1
Competition
in material world is fierce.

18. 2
1
Human needs are becoming
ever more immaterial.

19. 3
Technology is melting
material and immaterial.

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

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

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

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

24. Many immaterial elements are
becoming more tangible.
Thinking
Technology is melting
material and immaterial.

25. Many immaterial elements are
becoming more tangible.
Emotions
Technology is melting
material and immaterial.

26. MATERIAL
LOOP
Technology is melting
material and immaterial.

27. IMMATERIAL
LOOP
MATERIAL
LOOP
Technology is melting
material and immaterial.

28. IMMATERIAL
LOOP
THIS IS
WHERE THEY
melt
MATERIAL
LOOP
Technology is melting
material and immaterial.

29. Let me
give you
an example.

30. Let's say...
This guy
buys a
smartphone.

31. This guy
buys a 1
smartphone.

32. The phone and
2 applications
provide
information.

33. 3
Information
creates
knowledge,
competences The phone and
and emotions. 2 applications
provide
information.

34. 3
Information
creates
knowledge,
competences The phone and
and emotions. 2 applications
provide
information.
4 The phone starts
affecting his
behavior.

35. His behavior
creates 5 4 The phone starts
affecting his
information. behavior.

36. 6
Information
creates
knowledge,
competences
and emotions.
His behavior
creates 5 4 The phone starts
affecting his
information. behavior.

37. 6
Information
creates
knowledge,
competences
and emotions.
He allows the
phone to use his
7
competences and
emotions.

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

39. He starts using his phones
social possibilities.

40. He shares Information
competences, 11 10 creates
experiences 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.

41. Smartphones cross the
border in three cycles.
Autonomous Personal Social
enriching enriching enriching

42. 3
Big
Questions
companies
face today

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

44. 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
Product
2nd millennium 3rd millennium

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

46. What is
the winning
strategy for
the future?

48. MUST
HAVE Product

49. Service
MUST
HAVE Product

50. MUST Amplifier
BE
Service
MUST
HAVE Product

51. Your strategy must stretch
from material to immaterial.

52. How to
build such
a strategy?

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

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

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

56. 7 elements
Immaterial
pool
Show Enlighten
Melt
Vapor Shape
Material
pool

57. You may
choose from
3 starting points.
BRAND
SERVICE
PRODUCT

58. You may
choose from
3 starting points.
BRAND
SERVICE
PRODUCT

59. What is in your
material pool?
What are your products?
How do people use them?

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

61. How can
you make it
intangible?
OUR PRODUCT
Use of Problem it Key Supporting
product solves product products
Resources Processes Channels Partnerships
Cost structure Revenue Streams

62. 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

63. Will it create
something
immaterial?
FOR EXAMPLE:
Will you it get people's attention?
Will it generate new audiences?
What emotions will it create?

64. What is in your
immaterial
pool?
What immaterial elements
have you created and what
elements can you use?

65. How can you
make them
tangible?
How can you make
immaterial elements
tangible and shareable?

66. How will it
melt with other
elements?
What elements can you
combine? And what new
will that create?

67. What is your elements
relation to other elements?
Open
Host Epiphyte
Closed

68. How will you
make it
material?
What material form can
you find for your melted
elements?

69. How does
it affect
the material
world?
CREATES MAKES INCREASES DECREASES
NEW SOMETHING SOMETHING SOMETHING
OBSOLETE

70. This is how So this must be
the world is changing. your new strategy.

71. @miikkaleinonen
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