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Cybernetics, Communication & Life Choices
1. This document discusses communication, cybernetics, and the author's journey working with computers and media over several decades. 2. It introduces concepts from cybernetics like the Viable System Model and applying these ideas to understand complexity, feedback loops, and self-organization in systems. 3. The author reflects on starting their career in the 1980s and going on to found a company in 1995 with 4 friends that has now grown to 60 colleagues and 4 million euro in turnover working on projects like 3D animation, websites, games, and more.
Cybernetics, Communication & Life Choices
- 1. #cmgenius A little storyabout Communication & Cybernetics
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- 11. What can Iknow? What do I have to do? What can I hope for? What is the human being? Kant
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- 14. 1983 – 1994 AppleII + Sinclair ZX Spektrum Schneider CPC464 Atari 520 ST AMIGA 500 386
- 15. 1990 Diploma from German secondaryschool 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 haveto create my own job. „Creative stuff with Computers & Media.“
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- 22. 3D AnimationWebsites E-Commerce Games Online Advertising NewsletterSocial 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 qmOffice EUR 4 Mio. Turnover
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- 32. 170 2,08 x10 Possible States ofthe system
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- 35. VController ≥ VContext Ashby’s Lawof Requisite Variety
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- 39. Stafford Beer Management andCybernetics, 1959 VIABLE SYSTEM MODEL Just a tool! Genius FTW!
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- 42. The first 9/11ofthe US 1973
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- 44. Purpose Of aSystem Is What It Does POSIWID
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- 49. Environment Operation Management Variety VarietyVariety Channels Channels Inputs & Outputs
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- 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
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- 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 FavoriteVacation 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
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- 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
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- 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