The World in 2011:Ten Idea Genes Henshall & Associates

1Who am I? becomes Who are We? Cyberspace allows us to experiment with many different personas eg Dog sitting at PC says to puppy at feet “on the internet no one knows you’re a dog”

2 THE “Killer” IT Application How many different addresses do you have? Work, home, hotmail, newsletters etc Real name or hidden identity? Different personae? Why? Privacy?

3Communities give leverage to ideas We volunteer our time and effort to those real-world communities we believe in Now, via the internet, we join cyber- communities of people with similar values

4 Strange Attractors: Complex Systems We are attacted to join an organisation by its brand name/reputation, its strategic intent/mission/cause and espoused values Customers buy from those they believe in!! There is no basic difference between the motivation of employees and customers

5Billions of interconnected Nodes The Cluetrain Manifesto: people speak in human voices via about what they believe in -- they learn faster than organisations! (The Napster story) Communities of millions are now commonplace! Peer to Peer (P2P) networks are emerging without central controls dominating what they do

6Fabric of Learning is now Digital Near zero reproduction costs (unlike books) Education sector will be driven by emotionally- driven alumni networks and their learning needs Professional societies will be driven by their members sharing tacit knowledge from fieldwork Charities will be driven by their donors who use viral marketing to raise matching donations

7Customer - led businesses Hobby tribes lead marketing events (H-D) Customers staff the organistion (RNZFB) Customers are employees and vice-versa Businesses exist to serve market needs defined by communities of customers with common shared needs

8Rent the K- Workers Networks! Knowledge workers expect part-ownership of organisations they work for full time (sweat equity) With emotional commitment, they will share their personal networks with their employer (SAIC) The Knowledge Turns of these networks leverages co-dependent developments based on mutual trust

9Citizens and their Governments Census data from individuals belongs to them! Governments can signal the arrival of the knowledge era by creating an information utility which is owned by the citizens who provided it! All revenues earned by the sale of census data to others flows directly to the citizens and becomes part of their retirement nest egg. Turn statistics depts into mutual fund managers!

10Co-operation beats Competition Matt Ridley in “The Origins of Virtue” Viking 1996 advocates “a society built upon voluntary exchange of.. information.. and power between free individuals in small enough communities for trust to be built” “We must encourage social and material exchange between equals for that is the raw material of trust and trust is the foundation of virtue” P2P s and a billion shared PC nodes in this Network “Computer” form Internet 2011 Peer2Peer is Power2People

Conclusions Conversations between various communities will drive their conjoint futures, deliver the value net desired by all stakeholders and ensure on-going self renewal Value creation for the Community is the new moral contract for delivering value to the wider society and growing their members Technology facilitates but communities rule!

Many to One C2B Many to Many C2C One to Many B2C End to End B2B Supply Driven Old World Customer - Led New World ? How will markets evolve? What will prevail?

THE issue now for strategists and market makers? Intellectual Leverage Capability Competence