straight line thinking stops here. designing business success in a non-linear world
DESCRIPTION
The keynote that I gave at sxsw 2010, Straight Line Thinking Stops Here. Based on the forthcoming book, No Straight Lines, making sense of our non-linear world.TRANSCRIPT
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No Straight Lines: Making sense of our
non-linear world
Alan Moore smlxl@
sxsw | 2010
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http://smlxtralarge.com/2010/04/20/alan-speaking-sxsw-
podcast/
Audio file
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ight
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inki
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tops
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e! http://www.flickr.com/photos/naum/1639496461/
alan moore www.smlxtralarge.com | sxsw 2010
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Stra
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Requiem for Detroit alan moore www.smlxtralarge.com | sxsw 2010
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http://www.flickr.com/photos/10359714@N03/3056979962
Designed by legendary industrial architect Albert Kahn and built in 1907, the plant produced Packards into the mid-1950’s, by which time stagnant design concepts, executive mis-management, and an ill-advised acquisition of the Studebaker company led to the demise of the company.
The Packard plant a metaphor as what happens when we fail to adjust to world that changes around us. We no longer live in a linear world.
alan moore www.smlxtralarge.com | sxsw 2010
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Remote Area Medical (RAM) founded to help people in far flung and hard to get to places for medical care, now does much of its work in the United States of America.
alan moore www.smlxtralarge.com | sxsw 2010
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Asocietythatdoesnotrecognisethemoralityof‘enough’willseeexcessesrisewhichvergeontheobscene
Capitalists,arecapitalism'sworstenemy‐andparticularlythemarketfundamentalisttendencywhichhasbeenintheascendantforthelast20years.
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A society that does not recognise the morality of ‘enough’ will see excesses rise which verge on the obscene…
alan moore www.smlxtralarge.com | sxsw 2010
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“You judge a modern society, not by what it consumes but – by what
it throws away” zygmunt bauman
alan moore www.smlxtralarge.com | sxsw 2010
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“Capitalists, are capitalism’s worst enemy - and particularly the market fundamentalist tendency which has been in the ascendant for the last 20 years” – John Kay.
alan moore www.smlxtralarge.com | sxsw 2010
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http://www.woostercollective.com/2009/03/fresh_stuff_from_ludo_in_paris_the_boomb.html
This presents many dangers for humanity, but the for me the key one relates to human identity.
alan moore www.smlxtralarge.com | sxsw 2010
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Our industrial world has deconstructed humanity almost to the point of deconstruction
alan moore www.smlxtralarge.com | sxsw 2010
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What we are encountering is a panicky, an almost hysterical attempt to escape from the deadly anonymity of modern life… and the prime cause is not vanity… but the craving of people who feel their personality sinking lower and lower in the whirl of indistinguishable atoms to be lost in a mass civilisation.
Mass urbanisation, social mobility etc., means that we cannot construct our identities as we did for millennia and so we go on a quest for identity, because if we don’t, we suffer deep pyschological problems
henry candy 1926
alan moore www.smlxtralarge.com | sxsw 2010
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In contrast, nowadays, a great many phobias and depressions are linked to fearfulness of how to be in the world and whether one is
acceptable or not.
The symptoms include not knowing how to operate in the world and consequently
increasing numbers become a ghost army living a vicarious existence in the
machine called life. alan moore www.smlxtralarge.com | sxsw 2010
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The hungry Spirit
In Africa, they say there are two hungers, the lesser hunger and the greater hunger. The lesser hunger is for the things that sustain life, the goods and the services, and the money to pay for them, which we all need, The greater hunger is for an answer to the question “why?”, for some some understanding of what that life is for… Charles Handy wrote, to think that better bread, and a bit of cake to go with it, would make us all content, because governments and business together might be able to deliver on that contract. The consequence of that thinking is that money ultimately becomes the measure of all things. We can measure our lives in pound notes, deutschmarks or dollar bills and then compare our scores. we have all become Hungry Spirits.
alan moore www.smlxtralarge.com | sxsw 2010
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Image: http://www.flickr.com/photos/camil_t/82015664/
Human nature is not a machine to be built after a model and set to do the work exactly proscribed for it. But should be seen as a tree that should be allowed to grow on lall sides depending on the
inward forces that make it a living thing.
john stuart mill
alan moore www.smlxtralarge.com | sxsw 2010
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Humanity is in A&E
alan moore www.smlxtralarge.com | sxsw 2010
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It’s saying please check the engine
alan moore www.smlxtralarge.com | sxsw 2010
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We are at the toxic tail end of the industrial revolution and the mass consumer society - we are faced with some serious challenges
The fight for economic survival The fight for resources The fight for talent – and for the best-educated young The fight for the space of mind of your audience
alan moore www.smlxtralarge.com | sxsw 2010
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We cannot afford business as usual, materially, physically and emotionally
alan moore www.smlxtralarge.com | sxsw 2010
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the SR-71 Blackbird designed to fly at Mach 5 - consistently
be realistic – imagine the impossible
it’s a design problem
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The highest and best form of efficiency is the spontaneous cooperation of free people. woodrow wilson
Convergent forces that require us to think differently about the world we live in. The Romantics among us focus on the human condition, and the true nature of humanity. The cynical among you might be more interested in the cost to serve your customers revenues + profits – the reality is they both count. alan moore www.smlxtralarge.com | sxsw 2010
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The story of Local Motors: founder Jay Rogers is compelled to tackle a great design challenge, the design, engineering and manufacture of cars that must meet certain criteria…
alan moore www.smlxtralarge.com | sxsw 2010
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what if…
we build the car of your dreams?
it was green?
we made it in your town?
we listened
we did it?
alan moore www.smlxtralarge.com | sxsw 2010
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alan moore www.smlxtralarge.com | sxsw 2010
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A community of practice
alan moore www.smlxtralarge.com | sxsw 2010
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Make sure you listen to the podcast http://smlxtralarge.com/2010/04/20/alan-speaking-sxsw-podcast/
alan moore www.smlxtralarge.com | sxsw 2010
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alan moore www.smlxtralarge.com | sxsw 2010
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A blended Reality of R&D, engineering, marketing and sales – there is no offline of online – there is only blended reality
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When you buy a local motors car you become part of the build process. It bonds the owner with their vehicle.
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Lessons
alan moore www.smlxtralarge.com | sxsw 2010
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Fundamentally changes the relationship to supply and demand by rethinking and redesigning the process from conception to production
economics
alan moore www.smlxtralarge.com | sxsw 2010
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Fundamentally changes the relationship to supply and demand
Distributed knowledge network both Hyperlocal & Superglobal
knowledge
alan moore www.smlxtralarge.com | sxsw 2010
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Open Source & Creative Commons Inoneyear44,000designsweresubmittedtoLocalMotors,and3600innovatorshavesharedtheirknowledgeandinsights.
legal & innovation
alan moore www.smlxtralarge.com | sxsw 2010
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In one year 44,000 designs were submitted to Local Motors, and 3600 innovators have shared their knowledge and insights.
community
alan moore www.smlxtralarge.com | sxsw 2010
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5X faster than traditional methodologies, and with more than 100X less capital From $200m development costs to $1.5
velocity and cost
alan moore www.smlxtralarge.com | sxsw 2010
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Micro-Factories Locally which provide an engaged experience for customers
economics & people
alan moore www.smlxtralarge.com | sxsw 2010
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C
Constant Feedback loop
aka: the learning organization
learning
alan moore www.smlxtralarge.com | sxsw 2010
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“The real voyage of discovery is not to seek new landscapes but to look upon the
world with fresh eyes”
the proust
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alan moore www.smlxtralarge.com | sxsw 2010
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This is the century where we learn to help each other, the technologies we are evolving reflect that
alan moore www.smlxtralarge.com | sxsw 2010
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HOS Human Operating System
http://www.we-make-money-not-art.com/archives/2008/05/erika-larsen-for-the-past.php
George Soros worried deeply that unfettered capitalism was creating a closed society which only one thing counted – material success. He argued for an open society a new type of operating system that was not built upon market fundamentalism, dogma and avarice. I would argue this is what we might call a Human Operating System. This social operating system looks beyond materialism to something greater - to liberate us from closed systems so that we can all re-engage with the world to feel and be accountable to each other and experience and enjoy the richness of life
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Interface without interference
interactive + connected + human
We need to create technologies, businesses and process that enable us to interface with companies, organisations and each other without interference
alan moore www.smlxtralarge.com | sxsw 2010
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We need a new language to help us articulate this No Straight Lines (NSL) approach to what we make and who we make it with
alan moore www.smlxtralarge.com | sxsw 2010
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blendedrealityBlended reality
alan moore www.smlxtralarge.com | sxsw 2010
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http://www.Nlickr.com/photos/nathaninsandiego/2723981272/
Everyday creativity is no longer either trivial or quaintly authentic, but instead occupies central stage in discussions of the media industries and their future in the context of digital culture
Participatory culture
alan moore www.smlxtralarge.com | sxsw 2010
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shared collective joy
alan moore www.smlxtralarge.com | sxsw 2010
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Wooden pews introduced in Northern Europe to enforce a seated and therefore compliant congregation
alan moore www.smlxtralarge.com | sxsw 2010
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read & write
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where we demand the right to participate,
create and co-create commerce
and culture
alan moore www.smlxtralarge.com | sxsw 2010
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Co-creation Co-created narrative matters
People embrace what they create.
alan moore www.smlxtralarge.com | sxsw 2010
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“I” Needs “We”
to truly be “I”
carl jung
alan moore www.smlxtralarge.com | sxsw 2010
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Craftmanship Inspiring people to
work better, to commit to their craft, to be
‘engaged’
alan moore www.smlxtralarge.com | sxsw 2010
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craftmanship We seek a return to the spirit of the enlightenment
but on terms appropriate to the age we live in richard sennett
alan moore www.smlxtralarge.com | sxsw 2010
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People embrace
what they
create
Technologies of co-operation Technology does not come out of nowhere it is a human invention in the first place and it succeeds or not to the extent that it meets fundamental human needs alan moore www.smlxtralarge.com | sxsw 2010
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Embedded Sociability
http://www.Nlickr.com/photos/an_untrained_eye/1195966967/
alan moore www.smlxtralarge.com | sxsw 2010
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Economies of scope
hyper-local & superglobal
alan moore www.smlxtralarge.com | sxsw 2010
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Velocity
alan moore www.smlxtralarge.com | sxsw 2010
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NSL = Velocity Lightweight
Flexible Adaptive
Enabling platforms
alan moore www.smlxtralarge.com | sxsw 2010
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creative commons & open source
Nine Inch Nails release their latest album under a Creative Commons
License
alan moore www.smlxtralarge.com | sxsw 2010
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mashable
alan moore www.smlxtralarge.com | sxsw 2010
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The organisation as a village
http://www.flickr.com/photos/krustysplodge/898377791/
People have lived and worked in villages since the dawn of civilization. The corporation, argues Charles Handy, is a youthful concept, little more than a century old. One could argue, too, that the notion of a lively village — with its unabashed humanity — is a more appropriate way to look at what the corporation should be in the 21st century than the constrained and impersonal entity it has been.
Villages are small and personal, and their inhabitants have names, characters, and personalities. What more appropriate concept on which to base our institutions of the future than the ancient organic social unit whose flexibility and strength sustained human society through millennia? – Charles Handy
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Conversational: markets are conversations, business is a social science!
Thriving markets are conversations
alan moore www.smlxtralarge.com | sxsw 2010
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Summary watch the video
http://smlxtralarge.com/2009/08/04/no-straight-lines-why-no-straight-lines/
alan moore www.smlxtralarge.com | sxsw 2010
![Page 62: Straight Line Thinking Stops Here. Designing business success in a non-linear world](https://reader033.vdocuments.us/reader033/viewer/2022051819/54c75dac4a7959fa518b4688/html5/thumbnails/62.jpg)
How will a NSL world look like for your organisation?
Alan runs workshops, offers mentoring, and undertakes keynote speaking to help and inspire companies and organisations to join up the dots of our non-linear world and make sense of what those dots mean.
Contact: [email protected]
www.smlxtralarge.com Workshops: http://ht.ly/3dEZP
alan moore www.smlxtralarge.com | sxsw 2010