Introduction to the Vision of Fields Of Creation

2. Raimo van der Klein 25th of February 2007 Introduction to Fields Of Creation

3. Where are we going? http://www.flickr.com/photos/melita/

4. Look at the earth from outer space Everyone must find a place Give me time and give me space Give me real don't give me fake Give me strength , reserve control Give me heart and give me soul Give me time, give us a kiss Tell me your own politik And open up your eyes, open up your eyes, open up your eyes, open up your eyes POLITIK Coldplay- A Rush of Blood to the Head (2002)

5. brands Spiritualy Turnover Image physically profit status We all want to improve..

6. pressure.. Abundance Choices

7. Isolated Growth & Abundance of Choice don’t bring satisfaction.. ..It lacks meaning We need a new model A NEW CONSCIOUSNESS

8. social networks comment blog email mobile phone communities Instant messaging rate Voip SMS MMS videocall recommend MMORPG 2ndLife

9. New Connectivity = Democratization of anything

10. ..and 100% transparancy

11. BUSINESS CUSTOMER Reputation Broadcast Isolation Empowered Passive Connected Aspiration Dialogue Push Consumption Participate Real value Pull Brands

12. Social lending Crowdsourcing Recommendations Worth to Mouth Marketing Citizen Journalism Wikipedia Co-creation User Generated Content Peer2peer distribution E-Learning Bridging Rich and Poor Getting Smarter Blogs Wiki Relations with companies Consumption of media New Connectivity

13. C2C relation B2C relation ME “ Isolated world view” WE “ Connected world view” BRANDS ATTENTION GAME ENTERTAINMENT GAME Joost/YouTube/MySpace DEMOCRACY GAME Wikipedia VALUE GAME Google/Amazon/Threadless “ Engagement Marketing”: Same philosophy . Different methods. “ Contribution marketing” Different philo- Sophy. Different Methods. Starbucks Toyota

14. ATTENTION GAME ENTERTAINMENT GAME DEMOCRACY GAME WISDOM (longterm) VALUE GAME VALUE EXTRACTION (Addiction) PLAY (shortterm) VALUE CREATION (Tools) ISOLATED GROWTH ABUNDANCE SEEKING ELSEWHERE

15. BRANDS Engagement Marketing Contribution Marketing Connected World View Isolated World View Spiritual Material Internal focus External focus Reputation Brand Customer takes control Brand keeps control Facilitating the customer Managing the customer Buyers seeking sellers Sellers seeking buyers Right brain side Left brain side “ Navigate us” “ Navigate stuff” “ WE” WORLD - MUTUAL DEPENDENCY “ I” WORLD - INDEPENDENCY

16. Value chain impact... Customer game Brand Production Customer game Brand Production Engagement Marketing Contribution Marketing Brand value deflates. Transparancy increases. Innovation creates margin instead of brand image Customer connection instead of exposure Focus on intrinsic product values instead of aspiration

17. Project: Value Fields

18. Paving the way: What business am I in? How can we create value? How do I open up? How do I connect? How can I keep up?

20. ENTITY IT (output, measurable) ME (meaning, true value) WE (Interaction) Inspired by Daniel Ofman

21. INTRINSIC VALUE = CONTRIBUTION = MEANING cheaper safer funnier easier faster cleaner greener more attractive healthier

22. Growth through.. Meaning & Collaboration

23. This presentation is created by Fields Of Creation. Thanks to all for inspiration! raimo@planet.nl 2007