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MIIKKA LEINONEN




As material and immaterial worlds melt
   new business opportunities arise.


        A visual guide book
                                 BE TA
This is how              So this must be
the world is changing.   your new strategy.
World is
becoming
immaterial.
Let me show
you how...
THIS IS OUR
 WORLD.
THIS IS THE
MATERIAL
 WORLD
THIS IS THE
IMMATERIAL
  WORLD
 THIS IS THE
 MATERIAL
  WORLD
Emotions
Competences
 Knowledge


  Objects
  Actions
DEFINING
QUALITIES?
SCARCITY
ABUNDANCE


SCARCITY
Material can be
controlled, repeated
  and measured.
Immaterial can not be
  owned, boxed or
    protected.


  Material can be
controlled, repeated
  and measured.
Business model for...


      3rd
    millennium


     2nd
    millennium
This is the big step
companies must take.

       3rd
     millennium


      2nd
     millennium
What is driving
 this change?
1

      Competition
in material world is fierce.
2

           1

Human needs are becoming
  ever more immaterial.
3


 Technology is melting
material and immaterial.
Many elements are losing
       their material form.




                3


 Technology is melting
material and immaterial.
Many elements are losing
       their material form.




            Information



 Technology is melting
material and immaterial.
Many elements are losing
       their material form.




                 News
          Entertainment



 Technology is melting
material and immaterial.
Many elements are losing
       their material form.




             Services



 Technology is melting
material and immaterial.
Many immaterial elements are
     becoming more tangible.

           Thinking




 Technology is melting
material and immaterial.
Many immaterial elements are
     becoming more tangible.

             Emotions




 Technology is melting
material and immaterial.
MATERIAL
  LOOP




    Technology is melting
   material and immaterial.
IMMATERIAL
   LOOP



MATERIAL
  LOOP




     Technology is melting
    material and immaterial.
IMMATERIAL
   LOOP
                          THIS IS
                        WHERE THEY
                        melt
MATERIAL
  LOOP




     Technology is melting
    material and immaterial.
Let me
give you
an example.
Let's say...
  This guy
   buys a
smartphone.
This guy
   buys a 1
smartphone.
The phone and
2   applications
    provide
    information.
3
 Information
   creates
 knowledge,
competences         The phone and
and emotions.   2   applications
                    provide
                    information.
3
 Information
   creates
 knowledge,
competences               The phone and
and emotions.        2    applications
                          provide
                          information.




                4   The phone starts
                    affecting his
                    behavior.
His behavior
     creates   5   4   The phone starts
                       affecting his
information.           behavior.
6
                Information
                  creates
                knowledge,
               competences
               and emotions.




His behavior
     creates   5               4   The phone starts
                                   affecting his
information.                       behavior.
6
                         Information
                           creates
                         knowledge,
                        competences
                        and emotions.

   He allows the
 phone to use his
                    7
competences and
      emotions.
He allows the
 phone to use his
                    7
competences and
      emotions.



                        8   The phone
                            affects his
                            behavior.
He starts using his phones
   social possibilities.
He shares                            Information
  competences,        11        10         creates
experiences and                            knowledge,
  emotions with                            competences
   other people.                           and emotions.




               People’s
       behavior creates
                           9   12    Other people’s
                                     emotions and
          information.               competence affect
                                     his behavior.



He starts using his phones
   social possibilities.
Smartphones cross the
border in three cycles.



  Autonomous   Personal     Social
   enriching   enriching   enriching
3
Big
Questions
companies
face today
As immaterial is becoming
1    the predominant world...
     Can your company adopt the
     new rules of the immaterial
     business culture?




2nd millennium           3rd millennium
Profit is created in the material world.
2    Value is created in the immaterial world.
     Can your company escape
     the material gravity?

                                    Brand
                           Emotions        Talent
                            Curiosity    Innovation




    Product


2nd millennium             3rd millennium
Technology makes a world where
3    everything becomes shared.
     Can your company operate
     in a common world?




2nd millennium           3rd millennium
What is
the winning
strategy for
the future?
MUST
HAVE   Product
Service
MUST
HAVE   Product
MUST   Amplifier
 BE

        Service
MUST
HAVE   Product
Your strategy must stretch
from material to immaterial.
How to
build such
a strategy?
methodNew to
     for bu
    immat
              ols
            ilding
            erial
    strate
          gies a
   innova         nd
           tions.
Theoretical      ...becomes
 model...     a practical tool.
Melt Method is a super
     easy tool for strategy
    building & innovating.


1        2      3     4
7 elements
         Immaterial
           pool

Show                   Enlighten
            Melt

 Vapor                Shape
          Material
           pool
You may
   choose from
3 starting points.

     BRAND
    SERVICE
    PRODUCT
You may
   choose from
3 starting points.

     BRAND
    SERVICE
    PRODUCT
What is in your
material pool?
What are your products?
How do people use them?
What is in your
material pool?
OUR PRODUCT


   Use of       Problem it     Key        Supporting
  product         solves     product       products




 Resources      Processes    Channels    Partnerships

       Cost structure           Revenue Streams
How can
you make it
intangible?
OUR PRODUCT


   Use of       Problem it     Key        Supporting
  product         solves     product       products




 Resources      Processes    Channels    Partnerships

       Cost structure           Revenue Streams
FOR EXAMPLE:

Can you make a light version?
Can you turn it into a service?
Can you extract data from it?
 OUR PRODUCT


    Use of       Problem it     Key        Supporting
   product         solves     product       products




  Resources      Processes    Channels    Partnerships

        Cost structure           Revenue Streams
Will it create
something
immaterial?
FOR EXAMPLE:

Will you it get people's attention?
Will it generate new audiences?
What emotions will it create?
What is in your
immaterial
pool?

What immaterial elements
have you created and what
elements can you use?
How can you
make them
tangible?
How can you make
immaterial elements
tangible and shareable?
How will it
melt with other
elements?
What elements can you
combine? And what new
will that create?
What is your elements
relation to other elements?

            Open



Host                  Epiphyte




            Closed
How will you
make it
material?
What material form can
you find for your melted
elements?
How does
it affect
the material
world?
CREATES MAKES     INCREASES DECREASES
  NEW SOMETHING   SOMETHING SOMETHING
       OBSOLETE
This is how              So this must be
the world is changing.   your new strategy.
@miikkaleinonen
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Melt (Beta)

  • 1. MIIKKA LEINONEN As material and immaterial worlds melt new business opportunities arise. A visual guide book BE TA
  • 2. This is how So this must be the world is changing. your new strategy.
  • 4. THIS IS OUR WORLD.
  • 5.
  • 7. THIS IS THE IMMATERIAL WORLD THIS IS THE MATERIAL WORLD
  • 12. Material can be controlled, repeated and measured.
  • 13. Immaterial can not be owned, boxed or protected. Material can be controlled, repeated and measured.
  • 14. Business model for... 3rd millennium 2nd millennium
  • 15. This is the big step companies must take. 3rd millennium 2nd millennium
  • 16. What is driving this change?
  • 17. 1 Competition in material world is fierce.
  • 18. 2 1 Human needs are becoming ever more immaterial.
  • 19. 3 Technology is melting material and immaterial.
  • 20. Many elements are losing their material form. 3 Technology is melting material and immaterial.
  • 21. Many elements are losing their material form. Information Technology is melting material and immaterial.
  • 22. Many elements are losing their material form. News Entertainment Technology is melting material and immaterial.
  • 23. Many elements are losing their material form. Services Technology is melting material and immaterial.
  • 24. Many immaterial elements are becoming more tangible. Thinking Technology is melting material and immaterial.
  • 25. Many immaterial elements are becoming more tangible. Emotions Technology is melting material and immaterial.
  • 26. MATERIAL LOOP Technology is melting material and immaterial.
  • 27. IMMATERIAL LOOP MATERIAL LOOP Technology is melting material and immaterial.
  • 28. IMMATERIAL LOOP THIS IS WHERE THEY melt MATERIAL LOOP Technology is melting material and immaterial.
  • 29. Let me give you an example.
  • 30. Let's say... This guy buys a smartphone.
  • 31. This guy buys a 1 smartphone.
  • 32. The phone and 2 applications provide information.
  • 33. 3 Information creates knowledge, competences The phone and and emotions. 2 applications provide information.
  • 34. 3 Information creates knowledge, competences The phone and and emotions. 2 applications provide information. 4 The phone starts affecting his behavior.
  • 35. His behavior creates 5 4 The phone starts affecting his information. behavior.
  • 36. 6 Information creates knowledge, competences and emotions. His behavior creates 5 4 The phone starts affecting his information. behavior.
  • 37. 6 Information creates knowledge, competences and emotions. He allows the phone to use his 7 competences and emotions.
  • 38. He allows the phone to use his 7 competences and emotions. 8 The phone affects his behavior.
  • 39. He starts using his phones social possibilities.
  • 40. He shares Information competences, 11 10 creates experiences and knowledge, emotions with competences other people. and emotions. People’s behavior creates 9 12 Other people’s emotions and information. competence affect his behavior. He starts using his phones social possibilities.
  • 41. Smartphones cross the border in three cycles. Autonomous Personal Social enriching enriching enriching
  • 43. As immaterial is becoming 1 the predominant world... Can your company adopt the new rules of the immaterial business culture? 2nd millennium 3rd millennium
  • 44. Profit is created in the material world. 2 Value is created in the immaterial world. Can your company escape the material gravity? Brand Emotions Talent Curiosity Innovation Product 2nd millennium 3rd millennium
  • 45. Technology makes a world where 3 everything becomes shared. Can your company operate in a common world? 2nd millennium 3rd millennium
  • 46. What is the winning strategy for the future?
  • 47.
  • 48. MUST HAVE Product
  • 49. Service MUST HAVE Product
  • 50. MUST Amplifier BE Service MUST HAVE Product
  • 51. Your strategy must stretch from material to immaterial.
  • 52. How to build such a strategy?
  • 53. methodNew to for bu immat ols ilding erial strate gies a innova nd tions.
  • 54. Theoretical ...becomes model... a practical tool.
  • 55. Melt Method is a super easy tool for strategy building & innovating. 1 2 3 4
  • 56. 7 elements Immaterial pool Show Enlighten Melt Vapor Shape Material pool
  • 57. You may choose from 3 starting points. BRAND SERVICE PRODUCT
  • 58. You may choose from 3 starting points. BRAND SERVICE PRODUCT
  • 59. What is in your material pool? What are your products? How do people use them?
  • 60. What is in your material pool? OUR PRODUCT Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams
  • 61. How can you make it intangible? OUR PRODUCT Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams
  • 62. FOR EXAMPLE: Can you make a light version? Can you turn it into a service? Can you extract data from it? OUR PRODUCT Use of Problem it Key Supporting product solves product products Resources Processes Channels Partnerships Cost structure Revenue Streams
  • 63. Will it create something immaterial? FOR EXAMPLE: Will you it get people's attention? Will it generate new audiences? What emotions will it create?
  • 64. What is in your immaterial pool? What immaterial elements have you created and what elements can you use?
  • 65. How can you make them tangible? How can you make immaterial elements tangible and shareable?
  • 66. How will it melt with other elements? What elements can you combine? And what new will that create?
  • 67. What is your elements relation to other elements? Open Host Epiphyte Closed
  • 68. How will you make it material? What material form can you find for your melted elements?
  • 69. How does it affect the material world? CREATES MAKES INCREASES DECREASES NEW SOMETHING SOMETHING SOMETHING OBSOLETE
  • 70. This is how So this must be the world is changing. your new strategy.