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Melt Camp Explainer
The document introduces the 'Melt' theory, developed by Miikka Leinonen, which explores the convergence of material and immaterial aspects of business driven by technological advancements. It outlines practical tools and skills for managers to leverage this transformation through workshops and structured activities. Key themes include the impact of digitalization, social media, and the shift towards immaterial needs in business strategies.
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Melt Camp Explainer
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- 2. “Asaresultoftechnological advancement,ourmaterialand immaterialworldsaremelting together.Thishashuge repercussionsforevery company.” ORIGIN Based on MiikkaLeinonen’s visual strategy book Melt Miikka Leinonen combines his extensive background in graphic design with his passion for business and strategy to create a truly unique theory and visual tools for managers to understand and capitalize on this change.
- 3. Andthisis… THEORY MATERIAL WORLD IMMATERIAL WORLD MELT The MeltFrame Everythingtangible: Objectsand actions. Everythingintangible: e.g.competenceand emotions. Elementsthatcanbe seenbothmaterialand immaterial.
- 4. THEORY IMMATERIAL WORLD WHY? EXAMPLES: Everything isbecoming more immaterial! 1 Melt has a HUGE impact on every business. Ourneedsaremore immaterial. Technologyboosts thetransformation. Fierceglobalmaterial competition. A B C 2 Socialmediatransforms marketing. Sharingeconomyshakes upoldparadigms. Digitalizationdisrupts commerce. A B C MELT
- 5. TOOLS AND SKILLSNEEDED Ifyouknowhowto drawthis... Tools: Skills: ...andthis... …youaregood togo! Flip chart or whiteboard Post-it notes Paper Pens
- 6. AGENDA Melt Theory 1 hour Playingwith theMeltFrame Introduction tothecase 2 hours1 hour 3 hours 1 hour Workingwith theMeltFrame Results Introductions Lunch Post-game… Example: One day Melt Camp
- 7. Workingwiththe Melt Frame Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE
- 8. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM ROLES RESULTS EASY MEDIUM HARD VERY HARD INTENSE
- 9. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Listallyour materialassets Places,objects, actions,people…
- 10. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS Home Our product Use of the product Sales process Shop People Objects Actions Places Customers Salespeople Potential customers Supporting products Competing products Workplace Development process Production process Surrounding world Write down all material aspects of your business. EXAMPLE Experts
- 11. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Canwereplaceit withaservice? Canwecombineit withaservice? Canweextract datafromit? Takeamaterialassetandask...
- 12. Can we extract data from…? Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Test how material elements respond to these questions.TIPS AND TRICKS Supporting product Can we replace it with a service? Can we combine it with a service? It becomes… Development process We can combine it with… Use of the product Competing products Yes. Data can be used… Surrounding world EXAMPLE
- 13. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Howwill thisshape thematerial world?
- 14. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS Your product or service Competition Point of sale Revenue streams Cost structure Assess the effects on the material world. Huge impact! Some impact production process Supporting products and services EXAMPLE
- 15. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Listallpeoplewhoaffect orareaffectedbyyou. Whatimmaterial dotheyhave? Whatimmaterial dotheyneed?
- 16. Needs Enjoyment Haves List immaterial havesand needs. Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS Short-term Customer EXAMPLE Non-paying Customer Loyal Customer Needs Haves Haves Needs Talent Passion Ideas Trust Trust Deep knowledge Belonging Role models Talent Energy
- 17. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY VERY HARD INTENSE Whatelements canyoumake tangible?HARD MEDIUM
- 18. Make key immaterialelements part of your service. Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY VERY HARD INTENSE TIPS AND TRICKS Haves Short-term Customer EXAMPLE Talent Passion Non-paying Customer Loyal Customer Haves Haves Trust Deep knowledge Energy How will they change your service? HARD MEDIUM
- 19. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Whatelements canyou amplify?
- 20. What element willyou amplify? Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS We can amplify this Needs Enjoyment Short-term Customer EXAMPLE Non-paying Customer Loyal Customer Needs Needs Ideas Trust Belonging Role models Talent
- 21. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Whoownsthe meltingprocess? Isitopenorcontrolled?
- 22. Test different ecosystemroles Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS Open Controlled? Do you want to open up the service to customers, so they feel they own it? Do you want the service to remain controlled, so it resembles a material product? In this role, the service is easier to adapt to people’s needs and has stronger links to their own immaterial world. Theoretically, it’s easier to create financial results with this type of service, as provision can be controlled. or
- 23. Test different ecosystemroles Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS EXAMPLE Option #1. Creates a big buzz. No revenue! Sense of Ownership Talent Sharing Option #2. Paid features hinder scalability but create a better revenue. Talent Sharing Money
- 24. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Howisthemelting processlinkedto othermelting processes?
- 25. Test melting withother services Are you a tree? Do you want to allow others to be part of your service? Melt 1 2 3 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE TIPS AND TRICKS Do you want your service to grow on top of other services? Are you a monkey?
- 26. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD TIPS AND TRICKS EXAMPLE Option #1. Opening up to other services increases our set of features and makes us an app marketplace. Option #2. Becoming part of other services helps us to reach new customer base and generate new revenue streams. Test melting with other services You can choose a number of different ecosystem roles simultaneously and adjust them continuously. VERY HARD INTENSE
- 27. Melt 1 23 4 5 6 7 8 9 Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS EASY MEDIUM HARD VERY HARD INTENSE Createastrategicroadmap MVP Phase1 Phase2 Phase3
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