engagement strategy course

ENGAGEMENT STRATEGY CLASS

!HOW TO MAKE THINGS THAT PEOPLE LOVE USE

LOOK UP: MATTERNET

LOOK UP: KIVA SYSTEMS

INSTAGRAM

NEST X GOOGLE

TAHRIR SQUARE

CRAIGSLIST = STARTUP FERTILIZER

GAWKER.COM/STATS

PEOPLE DO THINGS TOGETHER

!The Internet is designed for Collective Action

“We are living in the middle of a remarkable increase in our ability to share, to cooperate with one

another, and to take collective action, all outside the framework of traditional institutions”

CLAY SHIRKY

DOGE

LOOK UP: LEBRONING

LOOK UP: A SATURDAY ON STRAVA

ACCOMPLISH SATISFYING WORK !!

SPEND TIME WITH PEOPLE I LIKE !!

GET GOOD AT SOMETHING !!!

BE PART OF SOMETHING BIGGER !

WHY PEOPLE PLAY

LOOK UP: JANE MCGONIGAL, MIKE ARAUZ

!CATALOG MY LIFE !!!

!STRENGTHEN MY BOND !!!

!DEFINE OUR COLLECTIVE IDENTITY !!

!GIVE ME STATUS !!

WHY PEOPLE SHARE

PEOPLE MAKE THINGS TOGETHER

!THE INTERNET TAKES ADVANTAGE OF OUR COGNITIVE SURPLUS

“The increasingly widespread practice of people coming together for effective purposes changes

our sense of who the other is.”

YOCHAI BENKLER

LOOK UP: MARBLECAKE

LOOK UP: QUIRKY

LOOK UP: LOCAL MOTORS

$MAKE/WIN MONEY

OPPORTUNITY TO WIN WORK

BE A PART OF A COMMUNITY

ADDICTED TO PARTICIPATING

HONE MY SKILLS

♥

MOVING THE CROWD @ THREADLESS

LOOK UP: DAREN BRABHAM

BUSINESSES START IN A NEW WAY

!VICTORY IS PROXIMITY PLUS SPEED

LOOK UP: AIRBNB

LOOK UP: DROPBOX GROWTH HACKING

LOOK UP: ORCHESTRA

WE VALUE:

INDIVIDUALS AND INTERACTIONS OVER PROCESSES AND TOOLS

!WORKING SOFTWARE OVER COMPREHENSIVE DOCUMENTATION

!CUSTOMER COLLABORATION OVER CONTRACT NEGOTIATION

!RESPONDING TO CHANGE OVER FOLLOWING A PLAN

LOOK UP: AGILE MANIFESTO

MINIMUM VIABLE PRODUCT

ACTIONABLE METRICS

PIVOT

LOOK UP: LEAN STARTUP METHODOLOGY

AS A… I WANT TO… SO THAT…

LOOK UP: JOBS TO BE DONE

MAKING IT WORK

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23

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ADJACENT TRUTH

BRAND TRUTH

MARKET TRUTH

FRICTION PASSION/SUPERPOWER

TECHNOLOGY

MARKET+BRAND INSIGHT

BRAND+ADJACENT INSIGHT

MARKET+ADJACENT INSIGHT

1

23

4

ADJACENT TRUTH

BRAND TRUTH

MARKET TRUTH

Market Friction: Engineers globally are aiming to level

up, and are working together on GrabCad to do so.

Our Passion: GE is about solving the unsolvable problem. Wherever things are tough, that’s where we play.

Technology: Advanced manufacturing makes some new things possible, sure…but

its big impact is a new culture of engineering.

MARKET+BRAND INSIGHT: GE CAN CONNECT REASONABLYWITH ENGINEERS GLOBALLY –

THEY SHARE A PASSION

BRAND+ADJACENT INSIGHT: GE’S PROBLEMS GROW RAPIDLY;THINGS THAT USED TO BE HARDJUST AREN’T INTERESTING ANYMORE

MARKET+ADJACENT INSIGHT:NEW, PURPOSE-DRIVEN

APPROACHES TO IP ARE NEEDED. WE MUST PULL PEOPLE TO US

RATHER THAN PUSHING RULES TO THEM.

AS AN ENGINEER

I WANT TO SOLVE A BIG, SPECIFIC PROBLEMS IN PUBLIC

SO THAT I CANGAIN NOTORIETY AND LEVEL UP

AS A GE EMPLOYEE

I WANT TO GET IDEAS FROM THE EDGES

SO THAT I CANTAKE COST OUT OF MY PART

AS A JUNIOR ENGINEER

I WANT TO GET THAT MONEY!

SO THAT I CANCHANGE MY FUTURE