I gave a talk about Engagement Strategy, with an emphasis on Collective Action, Cognitive Surplus, and Scaling Experiences.

1. ENGAGEMENT STRATEGY CLASS
!
HOW TO MAKE THINGS THAT PEOPLE LOVE USE

2. LOOK UP: MATTERNET

3. LOOK UP: KIVA SYSTEMS

4. INSTAGRAM

5. NEST X GOOGLE

6. TAHRIR SQUARE

7. CRAIGSLIST = STARTUP FERTILIZER

8. GAWKER.COM/STATS

9. PEOPLE DO THINGS TOGETHER
!
The Internet is designed
for Collective Action

10. “We are living in the middle of a remarkable increase
in our ability to share, to cooperate with one
another, and to take collective action, all outside
the framework of traditional institutions”
CLAY SHIRKY

11. DOGE

12. LOOK UP: LEBRONING

13. LOOK UP: A SATURDAY ON STRAVA

14. LOOK UP: JANE MCGONIGAL, MIKE ARAUZ
WHY PEOPLE PLAY
ACCOMPLISH
SATISFYING
WORK
SPEND TIME
WITH PEOPLE
I LIKE
!
!
!
!
GET GOOD AT
SOMETHING
!
!
!
BE PART OF
SOMETHING
BIGGER
!
WHY PEOPLE SHARE
!
CATALOG
MY LIFE
!
!
!
!
!
!
STRENGTHEN
MY BOND
DEFINE OUR
COLLECTIVE
IDENTITY
GIVE ME
STATUS
!
!
!
!
!
!
!

15. PEOPLE MAKE THINGS TOGETHER
!
THE INTERNET TAKES ADVANTAGE
OF OUR COGNITIVE SURPLUS

16. “The increasingly widespread practice of people
coming together for effective purposes changes
our sense of who the other is.”
YOCHAI BENKLER

17. LOOK UP: MARBLECAKE

18. LOOK UP: QUIRKY

19. LOOK UP: LOCAL MOTORS

20. LOOK UP: DAREN BRABHAM
MOVING THE CROWD @ THREADLESS
$
MAKE/WIN MONEY
OPPORTUNITY TO WIN WORK
HONE MY SKILLS
BE A PART OF A COMMUNITY
ADDICTED TO PARTICIPATING
♥

21. BUSINESSES START IN A NEW WAY
!
VICTORY IS PROXIMITY PLUS SPEED

22. LOOK UP: AIRBNB

23. LOOK UP: DROPBOX GROWTH HACKING

24. LOOK UP: ORCHESTRA

25. LOOK UP: AGILE MANIFESTO
WE VALUE:
INDIVIDUALS AND INTERACTIONS OVER
PROCESSES AND TOOLS
!
WORKING SOFTWARE OVER
COMPREHENSIVE DOCUMENTATION
!
CUSTOMER COLLABORATION OVER
CONTRACT NEGOTIATION
!
RESPONDING TO CHANGE OVER
FOLLOWING A PLAN

26. LOOK UP: LEAN STARTUP METHODOLOGY
MINIMUM
VIABLE
PRODUCT
ACTIONABLE
METRICS
PIVOT

27. LOOK UP: JOBS TO BE DONE
AS A…
I WANT TO…
SO THAT…

28. MAKING IT WORK

29. MARKET+BRAND
INSIGHT
FRICTION
PASSION/SUPERPOWER
MARKET
TRUTH
BRAND
TRUTH
1
4
3
2
MARKET+ADJACENT
INSIGHT
ADJACENT
TRUTH
TECHNOLOGY
BRAND+ADJACENT
INSIGHT

33. MARKET+BRAND
GE CAN CONNECT
WITH ENGINEERS
THEY SHARE A
Market Friction: Engineers
globally are aiming to level
up, and are working together
on GrabCad to do so.
MARKET
TRUTH
INSIGHT:
REASONABLY
GLOBALLY –
PASSION
Our Passion: GE is about
solving the unsolvable problem.
Wherever things are tough,
that’s where we play.
BRAND
TRUTH
1
4
3
MARKET+ADJACENT INSIGHT:
NEW, PURPOSE-DRIVEN
APPROACHES TO IP ARE NEEDED.
WE MUST PULL PEOPLE TO US
RATHER THAN PUSHING RULES TO THEM.
2
ADJACENT
TRUTH
BRAND+ADJACENT INSIGHT:
GE’S PROBLEMS GROW RAPIDLY;
THINGS THAT USED TO BE HARD
JUST AREN’T INTERESTING ANYMORE
Technology: Advanced manufacturing
makes some new things possible, sure…but
its big impact is a new culture of engineering.

34. AS AN
ENGINEER
I WANT TO
SOLVE A BIG, SPECIFIC
PROBLEMS IN PUBLIC
SO THAT I CAN
GAIN NOTORIETY AND LEVEL UP
AS A
GE EMPLOYEE
I WANT TO
GET IDEAS FROM THE EDGES
SO THAT I CAN
TAKE COST OUT OF MY PART
AS A
JUNIOR ENGINEER
I WANT TO
GET THAT MONEY!
SO THAT I CAN
CHANGE MY FUTURE