From Profit to Purpose

From Profit to Purpose

Raimo van der Klein – August 15th 2007

About me:1)I am an Optimist: I am positive

about the future and have trust inhumankind

2)I am a Holist: I wish to givemeaning and purpose to entities

•I am a creator: Just love to createanything

mob:1. an indiscriminate or loosely associated group of persons

2. abbreviation of mobility

Where are we going?

http://www.flickr.com/photos/melita/

I have a wish…

To support as many corporations as possible in the

transformation process from PUSH PROGRAMS to PULL PLATFORMS

“Pull platforms harness their participants passion, commitment, desire to learn, thereby creating communities that can improvise and innovate rapidly.”

Push and PullPush Programs Pull Platforms Demand can be anticipated Demand is highly uncertain Top down design Emergent design Centralized control Decentralized initiative Procedural Modular Tightly coupled Loosely coupled Resource centric People centric Participation restricted Participation open Few participants Many diverse participants Efficiency focus Innovation focus Limited number of major Rapid incremental innovation re-engineering efforts Zero sum rewards Positive sum rewards Extrinsic rewards dominate Intrinsic rewards dominate

*John Hagel and John Seely Brown - 2005

Today’s Trip

1.The Big Change2.Transformation

3. Tools

Part 1

..soa big change?

no way back

Timothy Schenck

For 200 years we are building, layering,

structuring and processing the supply side

Supply/InfraBrands & distribution

(Demand)

PUSH WAVES

HELLO

Timothy Schenck

Last 10 years = revolution in Demand

Customer takes control

Space Media

DistributionProduction

YouTubeSao Paolo

NoLogo

Customization

Co-creation

Crowdsourcing

Citizen Journalism

Word of Mouth

Peer 2 Peer

MySpace

Ebay

Crafting

2nd Life

E-Learning

Wikipedia

Social lending

Recommendations

New Connectivity=

Democratization of anything

Connected World View Isolated World ViewSpiritual MaterialInternal focus External focusReputation BrandCustomer takes control Brand keeps controlFacilitating the customer Managing the customerBuyers seeking sellers Sellers seeking buyersRight brain side Left brain side

“Navigate us” “Navigate stuff”

“WE” WORLDMUTUAL DEPENDENCY

“I” WORLDINDEPENDENCY

Isolatedcustomers

Connected people

C2C relation

B2C relation

ME“Isolated world view”

WE“Connected world view” ATTENTION

GAME

ENTERTAINMENTGAME

Joost/YouTube/MySpace

DEMOCRACYGAME

Wikipedia

VALUEGAME

Google/Amazon/Threadless

“EngagementMarketing”:Same philosophy ..

“Contributionmarketing”

Different philosophy

?

WISDOM(longterm)

(Tools)

VALUE CREATION VALUE EXTRACTION

PLAY(shortterm)

(Addiction)

Connected peoplecreate their own

connected markets(if necessary)

Part 2

Transformation(2nd part)

All about Intrinsic growth

‘Self Actualization is the intrinsic growth of what is already in the

organism, or more accurately, of what the organism is’

Maslow

‘Non-zero-sum games increase the rewards for all those who commit to participate in the exchange over a long

period’

Robert Wright

Contributing to “the group”

Play, Purpose and ProfitIn a connected world everybody needs to chip in to make “the group” stronger

A connected world creates a level of comfort to focus on play

In a connected world profit motivation does not benefit all

Contribute throughIntrinsic values

Facilitatecustomerfreedom

Create platformsFor dialogue

Playing the new game

Part 3

Industrial age…the lead character was the mass production worker

Information age…the lead character became the knowledge worker

Conceptual age…belongs to the creator, the empathizer, the pattern

recognizer and the meaning maker. In other words all who master R-directed thinking.

“Far more powerful and enduring is to align people with a purpose beyond profit. A hope that their endeavours at work are

meaningful in the big scheme of things. It's not as if we are short of opportunities to

make positive changes to our world, is it!”

Tom Peters 

Purpose Driven Innovation

ContributionMarketing

Holism

Three tools to change

1. Purpose Driven InnovationProduction is oriented on input/output. It basically answers the “what” question. In the current meaning seeking market as a corporation you first need to answer the “Why?” question. The why gives purpose.

Be honest. What would your customer think of your answer? The formulation of the “why” answer should take into account all stakeholders.

It requires that the creators look beyond the traditional profit or growth motivation.

CorporationConsumer

Answer the “why” question!

Products do you want?Trends do you follow?Channels do you shop?Category do you fit?

Are you here?Do want my time?

Do want my money?

The analysis of data will not by itself produce new ideas – Edward de Bono

“We are what we repeatedly do. Excellence, then, is not an act but a habit “Aristotle

2. Contribution marketing1. Wish2. Choose your “object” of excellence3. Create a Purpose Statement4. Believe your Purpose Statement5. Facilitate on open platform(s)6. Co-create

Marketing as a Service“We need to use marketing as a chance to do something for people,

not an excuse to say things to them” - Zeus Jones

3. Holism

"We came all this way to explore the moon, and the most important thing is that we discovered is the Earth.“Bill Anders (Apollo 8)

Reductionism HolismParts WholeStructured CreativeRational IntuitiveProve it! Open mindHierarchy SynergyCategories IndividualsSeperate ConnectedFuture/past NowPrecise ChaoticStatic DynamicMale FemaleNosy SelfcorrectingSeperate notes HarmonyMechanic Organic

Paul Wilson

LogicalSequential

RationalAnalyticalObjective

Looks at parts

IntuitiveImaginationEmotionalSynthesizingSubjectiveHolistic

“The New Corporate Skillset!”

Industrial age…the lead character was the mass production worker

Information age…the lead character became the knowledge worker

Conceptual age…belongs to the creator, the empathizer, the pattern recognizer and the meaning maker. In other words all who master R-directed thinking.

About meAfter more than 10 years in the consumer marketing & sales space working for several large retailers, Nokia Networks, Nokia Mobile Phones and KPN, it was time to spread my wings. From this summer I started Mobminds. A micro agency focusing on Strategic Innovation. That is my passion. Change that matters!

http://www.linkedin.com/in/raimovanderklein

Raimo van der [email protected]

Thank You!