The document explores the concept of a co-creative society driven by social entrepreneurship, emphasizing the importance of connecting personal purpose with community impact. It discusses various forms of capital, such as human, nature, technology, and financial capital, and highlights the significance of collaborative consumption and conscious consumerism. The text also introduces the 'hero's journey' metaphor, encouraging individuals to engage meaningfully in their projects and support the growth of their community members.

1. Exploring purpose and
mental models. The
Hero´s Journey
May 2013
Social
Entrepreneurship
| www.neelabs.net
Organized by Aipc-Pandora
Facilitated by Neelabs

2. 2
Seeds of the future that is willing to emerge
People
Society
2. Human Capital
Emergence of a new segment of “creative” people
(25% of population). They want to connect their work
with their personal purpose: Hub, communities of
practice, open innovation
5. Coordination
Art of Hosting, Catalyst spaces,
immersion trips, incubators,
ecosystems of entrepreneurship, new
indicators (Gross National Happiness)
1. Nature Capital
Permaculture, and local products
4. Technology Capital
Distributed production, ecodesign,
close circle
3. Financial capital
Initiatives to redirect capital to
create real &purpose driven
economy: crowdsourcing, venture
philantropy, microfinances, local
7. Property
Going beyond public/private:
procomun /Creative commons
6. Culture and Consumption
Collaborative consumption,
conscious consumers, prosumer,
citizen gobernance and
transparency
Enviroment
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

3. 3
A new paradigm: co-creative society (Co-)
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

4. 4
What is this new world calling you to do? How can you be
meaningful with the projects you develop?
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

5. 5
Moving to the Co- implies working from new mental
models: abundance, inter-connection, commons…
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

6. 6
How would you score your project idea under this
paradigm shift?
Abundance
Needs
Open
Closed
Commons
Private/Public
What happens if
we act from the
interconnection
frame,
understanding
that all action
needs to be
designed for the
common good?
What opportunities
emerge when we
stop thinking of
people as
consumers of
products or services
and we incorporate
his participation,
creative abundance,
networks…by
means of
transformative
experiences to the
value chain?
What
opportunities
emerge when
we include
since the first
stages, all the
social
ecosystem in
the strategic
process’
person
organization
system
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

7. 7
Britannica vs Wikipedia
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

8. 8
But above all, moving to Co- means sharing purpose; you
need to implicate yourself in helping all your related groups
to complete their “Hero´s Journey”
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

9. 9
So, what is the Hero´s Journey? You have seen it dozens of
times in films, myths, stories…
1 THE
HERO´S CALL
2
ENCOUNTER
WITH THE
MENTOR AND
GIFT
2
3 ORDEALS
THE
SUPREME
ORDEAL
5
RETURN AND
CELEBRATION
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

10. 10
This is our invitation for social entrepreneurship.
Remember: most of the time you are the Mentor.
The Hero is each person of the community.
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

11. Imágenes: Jonah sachs, Winning the Story Wars
1 THE
HERO´S CALL
2
HERO
Pains:
Gains:
Immersion: connecting
with new realities
(open mind)
Connecting with new people:
conversations that matter for
common understanding
(open heart)
Letting go of the old to let the
new come. Common intention
(open will)
ENCOUNTER
WITH THE
MENTOR AND
GIFT
3 ORDEALS
THE
SUPREME
ORDEAL
Connecting to your Source; crystalizing in a
new way what life calls you to do
Action, living the principles:
co-creation, rapid proto-
typing, learn by doing
Archetype:
Product/service:Job to be done:
MENTOR BRAND GIFT
Pain relievers:
Gain creators:
offlineonline
4
KNOWNWORLD
RETURN AND
CELEBRATION
UNKNOWNWORLD
Integration:
learnings, values,
moral of the story
Shared values:
Planning
Encounter:

12. Nature Capital
12
1
Social entrepreneurship | www.neelabs.net | Licencia CC BY 3.0

13. Elena Acín
elena.acin@neelabs.net | @elenaacin
Rafael Cobo
rafael.cobo@neelabs.net | @rafael_cobo
13