This document provides notes from the beginning of a community centered around socially conscious media. It discusses establishing meaning and purpose through fun and impact. The community aims to balance idealism and pragmatism by taking action that creates real world impact. The organization, GOOD, seeks to empower individuals and align business interests with societal benefit. It explores building community through local events and collaborative action both online and offline. The notes discuss designing a sustainable media organization and building an authentic community that is the brand.

1. notes from the beginning of a community
www.good.is / @good / facebook.com/goodinc

3. Why?

4. $ meaning

5. $ meaning
fun

6. $ meaning
fun
= broken world

7. The 100 year project

8. fun
GOOD = meaning
$

9. the community is the brand

14. Issue 006:
design as
problem
solving

15. What is socially conscious media?
entertaining relevant

19. idealism
pragmatism
action = impact

20. “We can have both in Copenhagen.”
- Frank Jensen

21. Selfish Altruistic
Good for Me Good for world

22. Selfish Altruism
Good for Me and World

23. Common Sense
Good for Me and World

24. GOOD Metrics
profit *____
*2011
harm social impact
*2008
loss

25. GOOD = powering what works
aligning individuals and business with society

28. individual
community

31. community

32. Latin roots of Community
“com” = with / together
“munus” = gift / service
…Give together, Serve with…

33. Reciprocal Value
Creating & Exchanging Shared Value

35. GOOD December
- Pop-up community center in NY (2008) & LA (2009)
- http://www.youtube.com/watch?v=rtj-CEGOfew

39. global local
pecha kucha, TEDx, likeminds, 350.org, parking day, the internet

40. GOOD local
newsletter + collaborative action + community events

41. authenticity scale

42. Copenhagen?

43. three legged media
• Concept > MISSION <
• Circulation > COMMUNITY <
• Advertising > ACTION <

44. Concept / content
Identify the problem:
‘do-gooder is a pejorative term.
It is not cool to do good’
Try a solution:
‘rebrand good.
give good teeth and cultural appeal’

45. Circulation / audience / community
Identify the problem:
‘direct mail is off brand.
we cannot afford $42 per subscriber’
Try a solution:
‘choose 12 of our favorite non-profits;
give 100% of $20 subscription fee’

46. Community
Identify the problem:
‘Choose Good Campaign is not catching on’
Try a solution:
‘host events in target cities
and offer free drinks for subscribers’
= 50k subscribers, built real community, embodied mission
raised $1 million, saved over $1 million

48. Google distribution
Grow by being useful
*Hire coders, get schools to train more coders

49. Facebook distribution
Grow by being social

50. Print as Mobile?

51. Advertising
Identify the problem:
‘advertising is adversarial’
Try a solution:
‘help businesses do well by doing good.
align business strategy with social impact’

52. 1=3

53. $1 of advertising --> $1 of engagement
$1 of employee motivation
$1 of social impact

55. Design a livable street

62. 1. alliance of ENDS and MEANS
-> every step with integrity
2. alignment of business and
community
-> the community is the brand
3. it will never be better than it is now
-> with love

63. Authenticity
(do what you think is right, not what you are supposed to do)
-
Transparency
(do people/media/employees love you more when they know more)
-
Creativity (solving problems in original and practical ways)
-
Utility(business results and social impact)
-
Love (is your team putting heart into it? do you love it?)

64. - Understand the needs and use cases of your community.
- Be a part of your community authentically.
- Make the communityʼs success your success, your focus.
- Design to enable trust, let people share your story & champion your success.
- The community is the brand. The brand is the community, a living thing.

65. Thank you
www.good.is - @GOOD - facebook.com/goodinc