Purpose&Play Co-Creative Coaching Group Session: Growth Hacking for Social Entrepreneurs

A Co-Creative

Coaching session:Growth Hacking

Presentation by Balazs Laszlo Karafiath, PhD

Cultural Alchemist Purpose&Play, San Francisco, CA

!gen EgyesületBudapest2015. december 1.

consciousness

culture

The Hero’s

Journey

Welcome to Your Journey

As a social entrepreneur, you HAVE to be a Growth Hacker, no other choice, really

You’re Likely Fate:

(according to my friend Patrick Vlaskovits)

Why? No, Really: Why?

• Getting people to think differently, to change their habit…

• Take up a new culture.

• Bridge the cultural divide

What is Growth Hacking?

FINDING YOUR NEXT BEST TEMPORARY EVOLUTIONARY

NICHE.

Cultural Evolution

9

IdeasThoughts

TheoriesBeliefs

Behaviors

Gossips ViewsTechnologies

MovementsOccupy

TeaPartyClimate

350

Ancient godsHermes

ZeusApollo

Icons HeroesSherlock HolmesPac-Man

Batman

Brands

… 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.”

We spread memes. We are cultural designers. We all are.One billion of us.

We can change what is possible.

Culture is ScienceWe are looking for tipping points in cultureThese are resonance points where culture change can happen

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„Freedom torches”

“The Business

of Doubt”

Rising level of consciousness

MAKE AMERICA GREAT AGAIN

How To Grow Your Meme

• Find your niche• Find your meme & archetype:

your cultural resonance• Grow your niche

splash

surfshape

MEMES CREATE CULTURAL WAVES

HACK!

MEMES ARE PARTICLES OF CONSCIOUSNESSTHEY GENERATE THE FLOW OF THOUGHTS

& IDEAS.

Archetypes: Where Memes Live

archetypes

memes

quotes

thoughts

• Archetypal connection test– Strength of your

connection to the archetype

– Strength of archetype in your niche and in social trends

Speak Through These Characters

• 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

• 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

1. ONCE UPON A TIME2. 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

Use these Memetic Hooks

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

marketing is gardening

Memes spread in networks

The Big Brain

full of mirror neurons memes spread with imitationhumans think about other humans 95% of consumer behavior is imitation

Thank You For Your Attention

Balazs Laszlo Karafiath, PhDDrKarafiath@gmail.com

• Build your meme & archetype

• Build your tribe

• Build your story

Three Exercises

Build Your Meme & Archetype

• Archetypal connection test– Strength of

connection to the archetype

– Strength of archetype in your niche and in social trends

• Your Creation story

• Your Creed

• Your Icons

• Your Rituals

• The Pagans

• Your Sacred words

• Your Leader

Build Your Tribe

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