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#cmgenius
A little story about
Communication &
Cybernetics
1971
@mkyschnitzel
Communication
Value Creation
Cybernetics
Applied Espistemology
What can I know?
What do I have to do?
What can I hope for?
What is the human being?
Kant
My path
1980
Video game Pong
1983 – 1994
Apple II +
Sinclair ZX Spektrum
Schneider CPC464
Atari 520 ST
AMIGA 500
386
1990
Diploma from German
secondary school
qualifying for university
admission or
matriculation
Abitur
2,9
1990 – 1995
Education: Radio- und TV Technician
Experience:
Cinema Projectionist 35 mm
Cinema Manager - Assistent
Commercial scripts for radio stations
Editor for a PC magazine
Waiter & Audio Technician in a Jazz Club
Tele Sales (some weird worthless coins)
Marketing research (on shopping streets)
Radio Broadcasting Technician
TV Computer graphics
Insight: I have to create my own job.



„Creative stuff with

Computers & Media.“
19
95
4 Friends
3D AnimationWebsites
E-Commerce
Games
Online Advertising
Newsletter Social Media
Post Production
Blogs
Apps
Virtual RealityBanner
Motion CaptureTV Commercials
Simulations
Configurators
Landingpages
Lead Generation
Shops
Service Design
UX/UI
Strategy User centered communication
Process Optimization
2015
60 Colleagues
720 qm Office
EUR 4 Mio. Turnover
A journey into
Cybernetics
What is
complexity?
Elements
Relations
Temporal
Behaviour
Topologies
Understanding
Patterns
Non-Linear
Feedback
Causalitiy
Networks of
Networks
How to measure
Complexity?
50
10
Possible States
of the system
170
2,08 x10
Possible States
of the system
208000000000000000000000
000000000000000000000000
000000000000000000000000
000000000000000000000000
000000000000000000000000
Exponential Galore: Factor
Variety
Possible
States of the
system
VController
≥ VContext
Ashby’s Law of Requisite Variety
The old
organization
paradigm
!
?
!!
?! !?
€€
…
…
…
!
…
..
.
?
…
$.?
!.!
True Boss
Stafford Beer
Management and Cybernetics, 1959
VIABLE
SYSTEM
MODEL
Just a tool!
Genius FTW!
Project Cybersyn, Chile
Project Cybersyn, Chile
The first 9/11of the US
1973
Central
Quotes
Purpose Of a System
Is What It Does
POSIWID
Think before
you think.
Viable
System Model
isomorph
„Brain of
the Firm“
Environment
Operation Management
Environment
Operation Management
Variety Variety Variety
Channels Channels
Inputs & Outputs
Environment
Operation Management
Transducer / Interfaces
Environment
Operation Management
Transducer Regulation
1Operation
Market
1
2
Operation
Local
Regulation
Market
Local
Management
Self-Organization
3
2
1
2
Operation
Local
Regulation
Market
Local
Management
Overall
Coordination
Optimization
Self-Organization
Self-Organization
3
2
1
2
3*
Overall
Coordination
Audit
Operation
Local
Regulation
Market
Local
Management
Self-Organization
Optimization
Self-Organization
3
4
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Audit
Operation
Local
Regulation
Market
Local
Management
Self-Organization
Optimization
Self-Organization
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
Management
Self-Organization
Optimization
Self-Organization
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
Management
Awareness,
Exploration,
Scouting, Scenario
Development,
Conception
Tactics, Daily
Operation,
Standard Tasks
Self-Organization
Identity, Norms,
Values, Believe
System
Optimization
Self-Organization
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
Management
Awareness,
Exploration,
Scouting, Scenario
Development,
Conception
Tactics, Daily
Operation,
Standard Tasks
Self-Organization
Identity, Norms,
Values, Believe
System
Optimization
Self-Organization
VSM-Mapping & Analysis
What for?
Global Environment
Company, Product
& Brand
Local

Environments
Needs
Expectations
Opinions
Values
MotivationStance
I/O Framework
Understand the customer,
environment and value creation
Peers
Technology
Capabilities
Ressources
Demands
Knowledge
Socio-Cultural

Sinus-Milleu

Hobbies

Favorite Music

Favorite Food

Favorite Vacation 

Fashion style

Nature- or City?

Political View

Grade of Connectivity and Network Role

(Friends, Family, Peer Groups)
Buyer-Readiness & Competition 

Buying Cycle: 

Comfort Zone, Need Recognition, Information
acquisition, Provider Selection, Test & Try,
Decision Making, Price Bargain, Purchase,
Usage, Service, After-Sales, Loyalty-Programs

Rolle in the Buying Center: 

User Influencer, Buyer, Decider, Gatekeeper

Umfeld Benchmarking, Produktanalysen,

Payment-Preference (Online, Mobile, Offline, …)

Current costs in the context
Demographics

Name

Age

Sex

Education

Job

Income

Life situation: 

Family, Siblings, Relationship
Status, Habitat, size of household
Persona Canvas
Project: Version:Persona Name:
Psychographics 

Values, Emotional Trigger, Motives, 

Decision-Preferences 

(e.g. Limbic Map, MBTI, etc.), 

Personal Goals & Advantages
Technology

Used Infrastructure & Devices, 

Experience in Usability, 

IT Security Needs & Awareness
(e.g. Nametests.com)
Media

Preferred News-Plattforms,
Searchengines, Social Networks

Social Media-Type: 

Lurker, Default, Influencer, Gatekeeper

Situations & Contexts, Moments of Truth

Knowing Feeling
in context
Erm, sorry :)
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation

Bürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
Forschung
Privat
Eigentümer
Unknown Unknowns
NGOs
Parteien
Verbände
Standort-Markt
Infrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt
& Medien
Absatzmarkt
IP
KnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle 

Kunden
Kunden
Leads
Neu
Bestand
Verlorene Kunden
Konkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value
ComplianceValue
Shareholder
Value
Science Value
Political Value
Story Value
Brand Value
Customer Value
Public
Value
Kunst
Gesundheit
D
InspirationValueHealthValue
Permanente
strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
Sport
Well being Value
Unknown Unknowns
Unknown Unknowns
Unknown 

Unknowns
Unknown Unknowns
Unknown Unknowns
3-4-5 Manage & Control
2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation

Bürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
Forschung
Privat
Eigentümer
Unknown Unknowns
NGOs
Parteien
Verbände
Standort-Markt
Infrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt
& Medien
Absatzmarkt
IP
KnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle 

Kunden
Kunden
Leads
Neu
Bestand
Verlorene Kunden
Konkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value
ComplianceValue
Shareholder
Value
Science Value
Political Value
Story Value
Brand Value
Customer Value
Public
Value
Kunst
Gesundheit
D
InspirationValueHealthValue
Permanente
strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
Sport
Well being Value
Unknown Unknowns
Unknown Unknowns
Unknown 

Unknowns
Unknown Unknowns
Unknown Unknowns
3-4-5 Manage & Control
2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
Technology &
Ecosphere
intelligente-
organisationen.de/blog
3
4
5
2
1
2
3*
Overall
Coordination
Daily
Optimization
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
Management
Identity, Norms,
Values, Believe
System
Awareness,
Exploration,
Scouting, Scenario
Development,
Conception
Tactics, Daily
Operation,
Standard Tasks
Self-Organization

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Cybernetics, Communication & Life Choices