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.
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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
14
„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
• 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
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