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 ...
brands Spiritualy Turnover Image physically profit status We all want to improve..
pressure.. Abundance Choices
Isolated Growth & Abundance of Choice don’t bring satisfaction.. ..It lacks  meaning We need a new model A NEW CONSCIOUSNESS
social networks comment blog email mobile  phone communities Instant messaging rate Voip SMS MMS videocall recommend MMORP...
New Connectivity = Democratization  of anything
..and  100%  transparancy
BUSINESS CUSTOMER Reputation Broadcast Isolation Empowered Passive Connected Aspiration Dialogue Push Consumption Particip...
Social lending Crowdsourcing Recommendations Worth to Mouth Marketing Citizen Journalism Wikipedia Co-creation User Genera...
C2C relation B2C relation ME “ Isolated world view” WE “ Connected world view” BRANDS ATTENTION GAME ENTERTAINMENT GAME Jo...
ATTENTION GAME ENTERTAINMENT GAME DEMOCRACY GAME WISDOM (longterm) VALUE GAME VALUE EXTRACTION (Addiction) PLAY (shortterm...
BRANDS Engagement  Marketing Contribution Marketing Connected World View Isolated World View Spiritual Material Internal f...
Value chain impact... Customer game Brand Production Customer game Brand Production Engagement  Marketing Contribution Mar...
Project:  Value Fields
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) Op...
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
Growth through.. Meaning & Collaboration
This presentation is created by  Fields Of Creation. Thanks to all for inspiration! raimo@planet.nl  2007
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Fields Of Creation

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Introduction to the Vision of Fields Of Creation

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Fields Of Creation

  1. 2. Raimo van der Klein 25th of February 2007 Introduction to Fields Of Creation
  2. 3. Where are we going? http://www.flickr.com/photos/melita/
  3. 4. 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)
  4. 5. brands Spiritualy Turnover Image physically profit status We all want to improve..
  5. 6. pressure.. Abundance Choices
  6. 7. Isolated Growth & Abundance of Choice don’t bring satisfaction.. ..It lacks meaning We need a new model A NEW CONSCIOUSNESS
  7. 8. social networks comment blog email mobile phone communities Instant messaging rate Voip SMS MMS videocall recommend MMORPG 2ndLife
  8. 9. New Connectivity = Democratization of anything
  9. 10. ..and 100% transparancy
  10. 11. BUSINESS CUSTOMER Reputation Broadcast Isolation Empowered Passive Connected Aspiration Dialogue Push Consumption Participate Real value Pull Brands
  11. 12. 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
  12. 13. 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
  13. 14. ATTENTION GAME ENTERTAINMENT GAME DEMOCRACY GAME WISDOM (longterm) VALUE GAME VALUE EXTRACTION (Addiction) PLAY (shortterm) VALUE CREATION (Tools) ISOLATED GROWTH ABUNDANCE SEEKING ELSEWHERE
  14. 15. 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
  15. 16. 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
  16. 17. Project: Value Fields
  17. 18. 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?
  18. 19. 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>
  19. 20. ENTITY IT (output, measurable) ME (meaning, true value) WE (Interaction) Inspired by Daniel Ofman
  20. 21. INTRINSIC VALUE = CONTRIBUTION = MEANING cheaper safer funnier easier faster cleaner greener more attractive healthier
  21. 22. Growth through.. Meaning & Collaboration
  22. 23. This presentation is created by Fields Of Creation. Thanks to all for inspiration! raimo@planet.nl 2007

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