Purpose&Play Co-Creative Coaching Group Session: Growth Hacking for Social Entrepreneurs of the !gen Hat Program in Budapest, Hungary

1. A
Co-Creative
Coaching session:
Growth Hacking
Presentation by
Balazs Laszlo Karafiath, PhD
Cultural Alchemist
Purpose&Play, San Francisco, CA
!gen Egyesület
Budapest
2015. december 1.

2. consciousness
culture

3. Welcome to
Your Journey
As a social
entrepreneur,
you HAVE to be
a Growth Hacker,
no other choice, really

4. You’re Likely Fate:
(according to my friend Patrick Vlaskovits)

5. Why? No, Really: Why?

7. What is Growth Hacking?
FINDING YOUR NEXT BEST
TEMPORARY EVOLUTIONARY NICHE.

9. 9
Ideas
Thoughts
Theories
Beliefs
Behaviors
GossipsViews
Technologies
Movements
Occupy
TeaParty
Climate
350
Ancient gods
Hermes
Zeus
Apollo
Icons Heroes
Sherlock
Holmes
Pac-Man
Batman
Brands

11. … and what’s the
meme of your company?
“I am
important/connected.”
• Facebook
“I am never lost.”• UBER
“I am at home
everywhere”
• AirBnB
So what is the meme of…
• Starbucks “I am home,
away from my
home.”

12. We spread memes.
We are cultural designers.
We all are.
One billion of us.
We can change what is
possible.

14. 14
„Freedom
torches”
“The
Business
of Doubt”

15. Rising level of consciousness

18. MAKE AMERICA
GREAT AGAIN

19. How To Grow Your Meme
• Find your niche
• Find your meme & archetype:
your cultural resonance
• Grow your niche

20. splash
surf
shape
MEMES CREATE CULTURAL WAVES

21. MEMES ARE PARTICLES OF CONSCIOUSNESS
THEY GENERATE THE FLOW OF THOUGHTS & IDEAS.

22. Archetypes: Where Memes Live
archetypes
memes
quotes
thoughts

23. • Archetypal
connection test
– Strength of your
connection to the
archetype
– Strength of
archetype in your
niche and in
social trends
Speak Through These Characters

24. • The desire to belong is there
• You have to build up a culture
they can believe in
• Something worth belonging to
• Your tribal culture will act like a
magnet – both ways!
Build your culture,
not just your company
Build Your Tribe
Patrick Hanlon: Primal Branding

25. • This is how we started
• This is who we are, why we are
here, how we are different
• This is how we identify ourselves
and each other
• Here is how we do things, this is
how we celebrate
• This is how we describe ourselves
and what we do
• This is what we are not and never
want to become
• This is our leader
Be One of Us not One of Them

26. 1. ONCE UPON A TIME
2. EVERY DAY… EVERY DAY...
3. AND THEN ONE DAY...
4. BECAUSE OF THAT…
AND BECAUSE OF THAT...
5. AND EVER SINCE THEN…...
Build Your Story

27. Use these Memetic Hooks

28. Look for the difference
• A good meme is one that spreads.
• A good meme is always about change.
• Change wants attention.
That was then and this is now.
• A good story is always about change

29. marketing is gardening

30. Memes spread in
networks

31. The Big Brain
full of mirror neurons
memes spread with imitation
humans think about other humans
95% of consumer behavior is imitation

32. Thank You For Your Attention
Balazs Laszlo Karafiath, PhD
DrKarafiath@gmail.com

33. • Build your meme & archetype
• Build your tribe
• Build your story
Three Exercises

34. Build Your Meme & Archetype
• Archetypal
connection test
– Strength of
connection to the
archetype
– Strength of
archetype in your
niche and in
social trends

35. • Your Creation story
• Your Creed
• Your Icons
• Your Rituals
• The Pagans
• Your Sacred words
• Your Leader
Build Your Tribe

36. 1. ONCE UPON A TIME
2. EVERY DAY, EVERY DAY…
3. AND THEN ONE DAY…
4. BECAUSE OF THAT, AND BECAUSE OF THAT…
5. AND EVER SINCE THEN...
Build Your Story