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Straight Line Thinking Stops Here. Designing business success in a non-linear world


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The keynote that I gave at sxsw 2010, Straight Line Thinking Stops Here. Based on the forthcoming book, No Straight Lines, making sense of our non-linear world.

Published in: Business

Straight Line Thinking Stops Here. Designing business success in a non-linear world

  1. 1. No Straight Lines: Alan Moore Making sense of our smlxl@ non-linear world sxsw | 2010 image: milan vulpe
  2. 2. 2010/04/20/alan-speaking-sxsw- podcast/ Audio file
  3. 3. Straight line thinking stops here! alan moore | sxsw 2010
  4. 4. Straight line thinking stops here! sxsw | 2010 | alan moore Requiem for Detroit alan moore | sxsw 2010
  5. 5. Designed by legendary industrial architect Albert Kahn and built in 1907, the plant produced Packards into the mid-1950’s, by which time stagnant design concepts, executive mis-management, and an ill-advised acquisition of the Studebaker company led to the demise of the company. The Packard plant a metaphor as what happens when we fail to adjust to world that changes around us. We no longer live in a linear world. alan moore | sxsw 2010
  6. 6. alan moore | sxsw 2010 Remote Area Medical (RAM) founded to help people in far flung and hard to get to places for medical care, now does much of its work in the United States of America.
  7. 7. A
 A society that does not recognise the morality of ‘enough’ will see excesses rise which verge on the obscene… alan moore | sxsw 2010
  8. 8. “You judge a modern society, not by what it consumes but – by what it throws away” zygmunt bauman alan moore | sxsw 2010
  9. 9. “Capitalists, are capitalism’s worst enemy - and particularly the market fundamentalist tendency which has been in the ascendant for the last 20 years” – John Kay. alan moore | sxsw 2010
  10. 10. This presents many dangers for humanity, but the for me the key one relates to human identity. alan moore | sxsw 2010
  11. 11. Our industrial world has deconstructed humanity almost to the point of deconstruction alan moore | sxsw 2010
  12. 12. What we are encountering is a panicky, henry candy 1926 an almost hysterical attempt to escape from the deadly anonymity of modern life… and the prime cause is not vanity… but the craving of people who feel their personality sinking lower and lower in the whirl of indistinguishable atoms to be lost in a mass civilisation. Mass urbanisation, social mobility etc., means that we cannot construct our identities as we did for millennia and so we go on a quest for identity, because if we don’t, we suffer deep pyschological problems alan moore | sxsw 2010
  13. 13. alexey-titarenko_city-of-shadows-03 In contrast, nowadays, a great many phobias and depressions are linked to fearfulness of how to be in the world and whether one is acceptable or not. The symptoms include not knowing how to operate in the world and consequently increasing numbers become a ghost army living a vicarious existence in the machine called life. alan moore | sxsw 2010
  14. 14. The hungry Spirit In Africa, they say there are two hungers, the lesser hunger and the greater hunger. The lesser hunger is for the things that sustain life, the goods and the services, and the money to pay for them, which we all need, The greater hunger is for an answer to the question “why?”, for some some understanding of what that life is for…   Charles Handy wrote, to think that better bread, and a bit of cake to go with it, would make us all content, because governments and business together might be able to deliver on that contract. The consequence of that thinking is that money ultimately becomes the measure of all things. We can measure our lives in pound notes, deutschmarks or dollar bills and then compare our scores. we have all become Hungry Spirits. alan moore | sxsw 2010
  15. 15. Image: alan moore | sxsw 2010 Human nature is not a machine to be built after a model and set to do the work exactly proscribed for it. But should be seen as a tree that should be allowed to grow on lall sides depending on the inward forces that make it a living thing. john stuart mill
  16. 16. Humanity is in A&E alan moore | sxsw 2010
  17. 17. It’s saying please check the engine alan moore | sxsw 2010
  18. 18. We are at the toxic tail end of the industrial revolution and the mass consumer society - we are faced with some serious challenges The fight for economic survival The fight for resources The fight for talent – and for the best-educated young The fight for the space of mind of your audience alan moore | sxsw 2010
  19. 19. alan moore | sxsw 2010 We cannot afford business as usual, materially, physically and emotionally
  20. 20. it’s a design problem the SR-71 Blackbird designed to fly at Mach 5 - consistently be realistic – imagine the impossible
  21. 21. The highest and best form of efficiency is the spontaneous cooperation of free people. woodrow wilson Convergent forces that require us to think differently about the world we live in. The Romantics among us focus on the human condition, and the true nature of humanity. The cynical among you might be more interested in the cost to serve your customers revenues + profits – the reality is they both count. alan moore | sxsw 2010
  22. 22. alan moore | sxsw 2010 The story of Local Motors: founder Jay Rogers is compelled to tackle a great design challenge, the design, engineering and manufacture of cars that must meet certain criteria…
  23. 23. what if… we build the car of your dreams? it was green? we made it in your town? we listened we did it? alan moore | sxsw 2010
  24. 24. alan moore | sxsw 2010
  25. 25. alan moore | sxsw 2010 A community of practice
  26. 26. Make sure you listen to the podcast alan moore | sxsw 2010
  27. 27. alan moore | sxsw 2010
  28. 28. A blended Reality of R&D, engineering, marketing and sales – there is no offline of online – there is only blended reality
  29. 29. When you buy a local motors car you become part of the build process. It bonds the owner with their vehicle.
  30. 30. Lessons alan moore | sxsw 2010
  31. 31. economics Fundamentally changes the relationship to supply and demand by rethinking and redesigning the process from conception to production alan moore | sxsw 2010
  32. 32. knowledge Fundamentally changes the relationship to supply and demand Distributed knowledge network both Hyperlocal & Superglobal alan moore | sxsw 2010
  33. 33. legal & innovation Open Source & Creative Commons In
 alan moore | sxsw 2010
  34. 34. community In one year 44,000 designs were submitted to Local Motors, and 3600 innovators have shared their knowledge and insights. alan moore | sxsw 2010
  35. 35. velocity and cost 5X faster than traditional methodologies, and with more than 100X less capital From $200m development costs to $1.5
 alan moore | sxsw 2010
  36. 36. economics & people Micro-Factories Locally which provide an engaged experience for customers
 alan moore | sxsw 2010
  37. 37. learning C
 Constant Feedback loop aka: the learning organization alan moore | sxsw 2010
  38. 38. “The real voyage of discovery is not to seek new landscapes but to look upon the world with fresh eyes” the proust alan moore | sxsw 2010
  39. 39. This is the century where we learn to help each other, the technologies we are evolving reflect that alan moore | sxsw 2010
  40. 40. HOS Human Operating System George Soros worried deeply that unfettered capitalism was creating a closed society which only one thing counted – material success. He argued for an open society a new type of operating system that was not built upon market fundamentalism, dogma and avarice. I would argue this is what we might call a Human Operating System. This social operating system looks beyond materialism to something greater - to liberate us from closed systems so that we can all re-engage with the world to feel and be accountable to each other and experience and enjoy the richness of life
  41. 41. We need to create technologies, businesses and process that enable us to interface with companies, organisations and each other without interference Interface without interference interactive + connected + human alan moore | sxsw 2010
  42. 42. We need a new language to help us articulate this No Straight Lines (NSL) approach to what we make and who we make it with alan moore | sxsw 2010
  43. 43. blended
 Blended reality alan moore | sxsw 2010
  44. 44. alan moore | sxsw 2010
 Participatory culture Everyday creativity is no longer either trivial or quaintly authentic, but instead occupies central stage in discussions of the media industries and their future in the context of digital culture
  45. 45. shared collective joy alan moore | sxsw 2010
  46. 46. Wooden pews introduced in Northern Europe to enforce a seated and therefore compliant congregation alan moore | sxsw 2010
  47. 47. read & write where we demand the right to participate, create and co-create commerce and culture alan moore | sxsw 2010
  48. 48. Co-creation Co-created narrative matters People embrace what they create. alan moore | sxsw 2010
  49. 49. “I” Needs “We” to truly be “I” carl jung alan moore | sxsw 2010
  50. 50. Craftmanship Inspiring people to work better, to commit to their craft, to be ‘engaged’ alan moore | sxsw 2010
  51. 51. craftmanship We seek a return to the spirit of the enlightenment but on terms appropriate to the age we live in richard sennett alan moore | sxsw 2010
  52. 52. People embrace what they create Technologies of co-operation Technology does not come out of nowhere it is a human invention in the first place and it succeeds or not to the extent that it meets fundamental human needs alan moore | sxsw 2010
  53. 53.
 Embedded Sociability alan moore | sxsw 2010
  54. 54. Economies of scope hyper-local & superglobal alan moore | sxsw 2010
  55. 55. Velocity alan moore | sxsw 2010
  56. 56. NSL = Velocity Lightweight Flexible Adaptive Enabling platforms alan moore | sxsw 2010
  57. 57. creative commons & open source Nine Inch Nails release their latest album under a Creative Commons License alan moore | sxsw 2010
  58. 58. mashable alan moore | sxsw 2010
  59. 59. People have lived and worked in villages since the dawn of civilization. The corporation, argues Charles Handy, is a youthful concept, little more than a century old. One could argue, too, that the notion of a lively village — with its unabashed humanity — is a more appropriate way to look at what the corporation should be in the 21st century than the constrained and impersonal entity it has been. Villages are small and personal, and their inhabitants have names, characters, and personalities. What more appropriate concept on which to base our institutions of the future than the ancient organic social unit whose flexibility and strength sustained human society through millennia? – Charles Handy The organisation as a village
  60. 60. Thriving markets are conversations Conversational: markets are conversations, business is a social science! alan moore | sxsw 2010
  61. 61. Summary watch the video no-straight-lines/ alan moore | sxsw 2010
  62. 62. How will a NSL world look like for your organisation? Alan runs workshops, offers mentoring, and undertakes keynote speaking to help and inspire companies and organisations to join up the dots of our non-linear world and make sense of what those dots mean. Contact: Workshops: alan moore | sxsw 2010