Adam Dorfman - “Blockchain 2.0: From Profits to Purpose. How Blockchain Platform Businesson Platforms Will Change the Nature of Work” Blockchain Summit Kyiv 2018

1. THEFUTUREOFJOBSBLOCKCHAIN 2.0 FROM PROFITS TO PURPOSE
“Copyright (c) by If When Then. All Rights Reserved.”
WWW.IFWHENTHEN.COM ADAM@IFWHENTHEN.COM

2. The World Economic Forum estimates that 65 percent of children
entering primary school today will ultimately end up working in
completely new job types that don’t yet exist.
WHAT ARE THE SPECIFIC ISSUES?

3. Since, most of the jobs have not been created, the opportunities
and challenges will depend on a person's ability to recognize and
adapt to these emerging changes.
INTRODUCTION - THE FUTURE SKILL

4. FOUNDER OF IFWHENTHEN.COM
A platform for non-formal learning communities to thrive and collaborate. Angel
investments closed in February 2018.
• MBA from the University of Toronto
• Author, Concept Evolution website and book.
• International speaker on the future of jobs and platform business models.
• 3 years working at two successful startups. (software and bitcoin)
• Previously 5 years in the capital markets.
ADAM DORFMAN

5. 5 of 5 of America’s largest companies by market
capitalization are platforms. (Apple, Alphabet,
Microsoft, Amazon, Facebook)
Jack Ma (Alibaba) estimates 90% of all business
will be conducted over digital platforms. (30yrs)
Everyone is still teaching traditional economics.
Only a handful of elite Universities teach the new
knowledge on platform economics.
LEADING
COMPANIES
THE FUTURE
NOT WELL
UNDERSTOOD

6. WHAT MAKES DIGITAL PLATFORM
BUSINESS MODELS SO DOMINANT?
1. Aggregates all supply options, unlocks new supply.
2. Removal of inefficient gatekeepers.
3. The core interaction is digitized.
4. Feedback loops and learning.
5. Reputation systems.
6. More efficient marketplaces.

7. REDUCES USAGE FRICTION AND LOWERS
THE BARRIERS TO PARTICIPATION.
SKILLS TIME/EFFORT
ACCESS INVESTMENT
EVERYONE
WANTS TO
PROGRESS
COLLABORATION LEARNING
Source: Self-Determination Theory

8. PLATFORM BUSINESS MODELS
CHANGED THE LOCAL MAXIMUM

9. DON’T EXPECT CURRENT LEADERS TO
LEAD: THE INNOVATOR'S DILEMMA
- They Have The Innovative Technologies.
- Focus On Traditional Customer And Channels.
- The Dominant Culture Is To Maintain And Grow The Status-quo.
Source: The Innovator's Dilemma, Book by Clayton M. Christensen

10. FEATURING
SANGEET PAUL CHOUDARY

11. AUTHOR OF THE BOOKS: PLATFORM
REVOLUTION AND PLATFORM SCALE
• Co-Chair, MIT Platform Strategy Summit.
• Speaker at the G20 World Summit 2014.
• Selected as a Young Global Leader by the World
Economic Forum.
• Featured on the cover of HBR (April 2016) and
MIT Tech Review (September 2015).
• Top 30 management thinkers globally.

12. A QUICK HISTORY
FROM PIPES TO PLATFORMS

13. THE TRADITIONAL BUSINESS IS A PIPE. A
LINEAR BUSINESS MODEL.
BASED ON MICHAEL PORTER’S
VALUE CHAIN:
• MASSIVE FIXED COSTS
• CAPTURE SCARCE RESOURCES
• CONTROL SUPPLY
• SMALL PRODUCT DIFFERENTIATION
• NO INTERACTION DATA
• GATEKEEPERS
CUSTOMERSUPPLIERS
GATEKEEPERS

14. PLATFORMS HAVE EXISTED FOR YEARS
Information technology has reduced the need for
massive infrastructure to scale a platform.

15. WHAT IS A PLATFORM BUSINESS MODEL?
A PLATFORM IS AN OPEN INFRASTRUCTURE AND
GOVERNANCE MODEL THAT FACILITATES THE
INTERACTIONS BETWEEN MULTIPLES SIDES OF
NETWORKED MARKETPLACES.
CUSTOMERSUPPLIERS
INTERMEDIATION

16. PLATFORMS USE ECOSYSTEM DATA TO
ENABLE NEW VALUE EXCHANGES.
FROM PROCESSES TO UNDERSTANDING
INTERACTIONS.
• PARTNERSHIPS
• NETWORKS INTEGRATION
• COLLABORATION
• COOPERATION

17. THE PLATFORM REVOLUTION:
MULTI-DIRECTIONAL INTERACTIONS.
BEHAVIOURAL DESIGN
- FACILITATING INTERACTIONS
IN NEW WAYS.
- PLATFORMS ARE BORN FROM
PURPOSE, NOT PROFITS.

18. EVERY GREAT PLATFORM UNLOCKS A
NEW CORE INTERACTION
Source: Sangeet Paul Choudary, Platform Scale and Platform Revolution.

19. THE TRANSFER OF AN ONLINE VIDEO.
Video sharing rules and tools
1. New rules of the game
2. Unlocked new supply.
Linkedin transfers jobs from recruiters to professionals.
Airbnb transfers apartment listings from hosts to travelers.
Uber transfers a taxi request from a traveler to taxi.
Source: Sangeet Paul Choudary, Platform Scale and Platform Revolution.

20. INFORMATION FACTORIES WITHOUT
CONTROL OVER PRODUCTION.

21. Source: Sangeet Paul Choudary, Platform Scale and Platform Revolution.

23. INTERACTION FAILURES
INTERACTION FAILURE.
- Uber: Available cars.
- Facebook: Finding friends.
- Freelancers: Business in x days.
- Twitter: Access to relevant tweets.
The core interaction connects you to the defined purpose, meaning
how it's accomplished. And, while there are supporting interactions,
without the core interaction the platform would have no value.
It starts there.
Source: Sangeet Paul Choudary, Platform Scale and Platform Revolution.

24. IT STARTS WITH NETWORK EFFECTS.
1. A repeatable core interactions brings a critical mass of users.
2. This enables the platform to develop network effects.
3. Community interactions: stored data.
4. Artificial intelligence uses the data to improve discovery and matching.
Revenue lags network value
because revenue collection creates
some friction to platform adoption.

25. PROFIT RAKE FOLLOW NETWORK
EFFECTS: WHO WILL PAY?
- Amazon Marketplace Fees, 20%
- Shutterstock 30%
- Facebook Profiles, $2,500.
- iTunes, 30%
- iOS platform take 30% from Apps.
- Upwork, 15%
- AirBnB, 20% and more.
AND MANY SELL PERSONAL DATA TO THIRD PARTIES.
Source: Above the Crowd

26. PLATFORM INNOVATIONS WILL ENABLE
NEW INTERACTIONS AND EXPERIENCES

27. - Automation: Non-cognitive work
and repetitive tasks will be replaced.
- Assistance: Assist human users
with voice search, coordination and
retrieval.
- Augmentation: Enhances our
capabilities by providing contextual
support.
BOTS AND ROBOTS ENABLE NEW
INTERACTIONS

32. ENHANCING THE VISIBLE WORLD AND
BEYOND

34. WHEN THINKING ABOUT THE FUTURE OF JOBS:
WE NEED TO THINK MORE LIKE ASTRONAUTS
Source: Dan Toma, Author The Corporate Startup

35. SO WHAT ABOUT ALL THE
INTERACTION DATA?

36. BLOCKCHAIN
FROM PROFITS TO PURPOSE

38. BLOCKCHAIN IS A OPEN DATABASE THAT
NO SINGLE ENTITY OWNS. SHARED DATA.
DIFFERENT MACHINE CONSENSUS
PROTOCOLS ARE USED TO CONFIRM
TRANSACTIONS AND INTERACTIONS.
CUSTOMERSUPPLIERS
DEMAND DRIVEN:
BUSINESS MODELS

39. LEARNINGACCESSVENTURE CAPITAL
GLOBAL FUNDING
MECHANISM
$9B FROM INITIAL COIN
OFFERINGS (ICOs)
SINCE 2017
70% TO DEVELOPING
REGIONS.
BLOCKCHAIN LOWERS THE BARRIERS
FOR OPEN PARTICIPATION
PERSONAL DATA
CONTROL AND NEW
REVENUE STREAMS.
SECURED DIGITAL
IDENTITY
DATA MARKETPLACE.
MACHINE
CONSENSUS
INCREASES TRUST
ECOSYSTEM DATA
AND VISUALIZATION.
MORE MARKET
EFFICIENT DECISIONS
READY TECHNOLOGY NOT READY (1.5 YEARS)

40. LOWERED THE BARRIER TO INVESTMENTS
THE INTERNET BROUGHT DOWN THE BARRIER BETWEEN
PROFESSIONAL JOURNALISTS AND BLOGGERS.
THE BARRIER BETWEEN
ACCREDITED INVESTORS
AND TOKEN BUYERS
WILL BE BROKEN DOWN:
Source: Thoughts on Tokens

41. - No Microtransactions
- No Easy Blockchain Data Extraction Tools
- No Valuation Method For A Coin
IT’S THE INTERNET YEAR 1998.
ACCESS TO AND LEARNING FROM THE
SHARED DATA LAYER STILL BARRIERS.

42. FREE MICROTRANSACTIONS ON EOS TO
UNLOCK NEW BUSINESS MODELS.
You can’t access your personal
data, if its too expensive to
record your microinteractions
on a platform.

43. TWO REALIZATIONS WILL HAPPEN TO
UNLOCK ACCESS AND LEARNING
1. Data Extraction Tools:
a. Potential new revenue streams
from data marketplaces by
controlling and extracting
personal data.
2. New Valuation Method:
a. Possibility to change the
valuation method of tokens
around a shared purpose.

44. PLATFORMS EOS BLOCKCHAIN
PLATFORMS
CONTROLS DATA SHARED DATA
CORE INTERACTION
NOT VERIFIABLE
CORE INTERACTION
VERIFIABLE
THE PURPOSE
BECOMES PROFIT
PURPOSE
AS A FEATURE
As the world becomes more connected, the platforms that
harness these connections, interactions and the ensuing shared
data layer into effective business models wins.

45. WE HAVE THE HIGHEST QUALITY
BEEF IN THE WORLD
2017 - 100% - Traditional platform acquire network effects,
then seek to maximize profits.
2018 - 95%
2019 - 90%
2020 - 85%
2021 - 80%
CUSTOMERSUPPLIERS
THE DEMAND CHAIN

46. THE SHARED DATA LAYERS WILL
ENABLE SHARED PURPOSE.
And, A New Valuation Method Will
Emerge to guide future entrepreneurs.

47. CURIOSITY IS YOUR MOST POWERFUL
TOOL TO MASTER THESE NEW SKILLS.

49. WHAT TO KNOW MORE?
CONTACT US AT
ADAM DORFMAN, FOUNDER
ADAM@IFWHENTHEN.COM