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

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

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

THIS IS OUR
WORLD.

THIS IS THE
MATERIAL
WORLD

THIS IS THE IMMATERIAL WORLD
THIS IS THE MATERIAL WORLD

Emotions
Competences
Knowledge
Objects
Actions

DEFINING
QUALITIES?

SCARCITY

ABUNDANCE
SCARCITY

Material can be controlled, repeated
and measured.

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

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

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

What is driving
this change?

1 Competition in material world
is fierce.

2 1 Human needs are
becoming ever more immaterial.

3 Technology is melting material
and immaterial.

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

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

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

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

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

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

MATERIAL LOOP Technology is melting
material and immaterial.

IMMATERIAL LOOP MATERIAL LOOP Technology
is melting material and immaterial.

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

Let me give you an
example.

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

This guy buys a 1
smartphone.

The phone and 2 applications
provide information.

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

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

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

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

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

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

He starts using his phones
social possibilities.

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.

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

3 Big Questions companies face
today

As immaterial is becoming 1
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 Product 2nd millennium 3rd millennium

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

What is the winning strategy
for the future?

MUST
HAVE Product

Service
MUST
HAVE Product

MUST Amplifier BE Service MUST
HAVE Product

Your strategy must stretch from
material to immaterial.

How to build such a
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 pool Show
Enlighten Melt Vapor Shape Material pool

You may choose from 3
starting points. BRAND SERVICE PRODUCT

You may choose from 3
starting points. BRAND SERVICE PRODUCT

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

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

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

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

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

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

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

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

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

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

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

@miikkaleinonen
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