Cybernetics, Communication & Life Choices
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My slides for my CreativeMornings Session in Cologne @Malzfabrik // dunckelfeld in Cologne.
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Cybernetics, Communication & Life Choices
- 1. #cmgenius A little story about Communication & Cybernetics
- 2. 1971
- 11. What can I know? What do I have to do? What can I hope for? What is the human being? Kant
- 12. My path
- 14. 1983 – 1994 Apple II + Sinclair ZX Spektrum Schneider CPC464 Atari 520 ST AMIGA 500 386
- 15. 1990 Diploma from German secondary school qualifying for university admission or matriculation Abitur 2,9
- 16. 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
- 17. Insight: I have to create my own job. „Creative stuff with Computers & Media.“
- 18. 19 95
- 19. 4 Friends
- 22. 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
- 24. 2015 60 Colleagues 720 qm Office EUR 4 Mio. Turnover
- 31. 50 10 Possible States of the system
- 32. 170 2,08 x10 Possible States of the system
- 35. VController ≥ VContext Ashby’s Law of Requisite Variety
- 39. Stafford Beer Management and Cybernetics, 1959 VIABLE SYSTEM MODEL Just a tool! Genius FTW!
- 42. The first 9/11of the US 1973
- 43. Central Quotes
- 44. Purpose Of a System Is What It Does POSIWID
- 49. Environment Operation Management Variety Variety Variety Channels Channels Inputs & Outputs
- 50. Environment Operation Management Transducer / Interfaces
- 57. 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
- 58. 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
- 59. 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
- 60. What for?
- 61. 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
- 62. 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
- 63. Erm, sorry :)
- 64. 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
- 65. 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
- 67. 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