Raimo van der Klein 25th of February 2007 Introduction to Fields Of Creation
Where are we going? http://www.flickr.com/photos/melita/
Look at the earth from outer space Everyone must find a place Give me time and give me space Give me real don't give me fake Give me strength , reserve control Give me heart and give me soul Give me time, give us a kiss Tell me your own politik And open up your eyes, open up your eyes, open up your eyes, open up your eyes POLITIK Coldplay- A Rush of Blood to the Head (2002)
brands Spiritualy Turnover Image physically profit status We all want to improve..
BUSINESS CUSTOMER Reputation Broadcast Isolation Empowered Passive Connected Aspiration Dialogue Push Consumption Participate Real value Pull Brands
Social lending Crowdsourcing Recommendations Worth to Mouth Marketing Citizen Journalism Wikipedia Co-creation User Generated Content Peer2peer distribution E-Learning Bridging Rich and Poor Getting Smarter Blogs Wiki Relations with companies Consumption of media New Connectivity
C2C relation B2C relation ME “ Isolated world view” WE “ Connected world view” BRANDS ATTENTION GAME ENTERTAINMENT GAME Joost/YouTube/MySpace DEMOCRACY GAME Wikipedia VALUE GAME Google/Amazon/Threadless “ Engagement Marketing”: Same philosophy . Different methods. “ Contribution marketing” Different philo- Sophy. Different Methods. Starbucks Toyota
ATTENTION GAME ENTERTAINMENT GAME DEMOCRACY GAME WISDOM (longterm) VALUE GAME VALUE EXTRACTION (Addiction) PLAY (shortterm) VALUE CREATION (Tools) ISOLATED GROWTH ABUNDANCE SEEKING ELSEWHERE
BRANDS Engagement Marketing Contribution Marketing Connected World View Isolated World View Spiritual Material Internal focus External focus Reputation Brand Customer takes control Brand keeps control Facilitating the customer Managing the customer Buyers seeking sellers Sellers seeking buyers Right brain side Left brain side “ Navigate us” “ Navigate stuff” “ WE” WORLD - MUTUAL DEPENDENCY “ I” WORLD - INDEPENDENCY
Value chain impact... Customer game Brand Production Customer game Brand Production Engagement Marketing Contribution Marketing Brand value deflates. Transparancy increases. Innovation creates margin instead of brand image Customer connection instead of exposure Focus on intrinsic product values instead of aspiration
Paving the way: What business am I in? How can we create value? How do I open up? How do I connect? How can I keep up?
Function Retail, Design, Innovation, Distribution, Production, Marketing Input/output (efficiency) Value (contribution) Openness (platform) <ul><li>Slicing and Dicing Value Chain </li></ul><ul><li>Analyze/benchmark each relevant function </li></ul><ul><li>Choose function(s) </li></ul><ul><li>Create an “open” platform </li></ul><ul><li>Define value </li></ul>
ENTITY IT (output, measurable) ME (meaning, true value) WE (Interaction) Inspired by Daniel Ofman
INTRINSIC VALUE = CONTRIBUTION = MEANING cheaper safer funnier easier faster cleaner greener more attractive healthier