Simple way to open your eyes
Workshop Structure Workshop Tools 22.9.2015
melt camp
Theory in brief
www. miikka leinonen. com
ORIGIN Based on Miikka Leinonen’s visual strategy book Melt
“As a result of technological advancement, our material and immaterial worlds are melting together. This has huge repercussions for every company.� Miikka Leinonen combines his extensive background in graphic design with his passion for business and strategy to create a truly unique theory and visual tools for managers to understand and capitalize on this change.
THEORY
The Melt Frame
And this is‌ MATERIAL WORLD
IMMATERIAL WORLD
MELT
Everything tangible: Objects and actions.
Everything intangible: e.g. competence and emotions.
Elements that can be seen both material and immaterial.
THEORY
1
2
Everything is becoming more immaterial!
Melt has a HUGE impact on every business.
WHY? IMMATERIAL WORLD
A
Our needs are more immaterial.
B
Technology boosts the transformation.
EXAMPLES: A
Social media transforms marketing.
B
Digitalization disrupts commerce.
C
Sharing economy shakes up old paradigms.
MELT C
Fierce global material competition.
TOOLS AND SKILLS NEEDED Tools:
Skills:
Flip chart or whiteboard Post-it notes Paper Pens
If you know how to draw this...
...and this...
‌you are good to go!
AGENDA Example: One day Melt Camp
Introductions
Lunch
Post-game‌
1 hour
2 hours
1 hour
Melt Theory
Playing with the Melt Frame
Introduction to the case
3 hours Working with the Melt Frame
1 hour Results
Melt Frame INTENSE
VERY HARD
HARD
MEDIUM
EASY
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
Working with the
Melt Frame
9 RESULTS
Melt Frame
1
2
3
4
5
6
7
8
9
INTENSE
VERY HARD
HARD
MEDIUM
EASY
MATERIAL OPTIONS
IMMATERIAL OPTIONS
ECOSYSTEM ROLES
RESULTS
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5
6
IMMATERIAL OPTIONS
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
List all your material assets Places, objects, actions, people…
9 RESULTS
Melt Frame
HARD
EXAMPLE
VERY HARD
2 MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
EASY
4
5
6
7
IMMATERIAL OPTIONS
8
ECOSYSTEM
9 RESULTS
Write down all material aspects of your business. People
Objects
Actions
Places
Customers
Our product
Shop
Potential customers
Supporting products
Use of the product Sales process
Salespeople
Competing products
Development process
Experts MEDIUM
3
Production process
Home Workplace Surrounding world
Melt Frame INTENSE
VERY HARD
HARD
MEDIUM
EASY
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
9 RESULTS
Take a material asset and ask...
Can we replace it with a service? Can we combine it with a service? Can we extract data from it?
Melt Frame
HARD
MEDIUM
EASY
EXAMPLE
VERY HARD
2
3
MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
4
5
6
IMMATERIAL OPTIONS
7
8
ECOSYSTEM
9 RESULTS
Test how material elements respond to these questions. It becomes…
We can combine it with…
Can we replace it with a service?
Can we combine it with a service?
g n i t r Suppo ct produ
Development process
Yes. Data can be used… Can we extract data from…?
Use of the product
Competing products Surrounding world
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5
6
IMMATERIAL OPTIONS
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
How will this shape the material world?
9 RESULTS
Melt Frame
HARD
EXAMPLE
VERY HARD
2
3
4
MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
Assess the effects on the material world. Huge impact!
Some impact
Your product or service
Point of sale
Supporting products and services
production process
MEDIUM
Revenue streams EASY
Cost structure
Competition
9 RESULTS
Melt Frame INTENSE
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
List all people who affect or are affected by you.
VERY HARD
HARD
MEDIUM
EASY
What immaterial do they have? What immaterial do they need?
9 RESULTS
Melt Frame
3
MATERIAL OPTIONS
EXAMPLE
5
6
7
8
9
ECOSYSTEM
RESULTS
List immaterial haves and needs. Loyal Customer
Haves
Haves
Passion
t s u r T
Deep knowledge
Talent
Non-paying Customer Haves Ene
rgy
Needs
Needs
t n e m y o j
Needs
n E Belonging
MEDIUM
Ideas EASY
4
IMMATERIAL OPTIONS
Short-term Customer
VERY HARD
HARD
2
AN T D IP TR S IC KS
INTENSE
1
Trust
Role models
Tale
nt
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
What elements can you make tangible?
9 RESULTS
Melt Frame
HARD
EXAMPLE
VERY HARD
2
3
MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
4
5
6
IMMATERIAL OPTIONS
7
8
ECOSYSTEM
RESULTS
Make key immaterial elements part of your service. Loyal Customer Short-term Customer
Haves
Talent
Haves
t s u r T
Deep knowledge
Non-paying Customer Haves Ene
rgy
Passion MEDIUM
EASY
9
How will they change your service?
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
What elements can you amplify?
9 RESULTS
Melt Frame
2 MATERIAL OPTIONS
3
4
5
6
IMMATERIAL OPTIONS
7
8
9
ECOSYSTEM
RESULTS
What element will you amplify?
AN T D IP TR S IC KS
INTENSE
1
We can amplify this
VERY HARD
MEDIUM
EASY
EXAMPLE
HARD
Short-term Customer Needs
Loyal Customer Needs t n e m y o j
Non-paying Customer Needs
n E Belonging
Ideas
Trust
Role models
Tale
nt
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
Who owns the melting process? Is it open or controlled?
9 RESULTS
Melt Frame
VERY HARD
HARD
MEDIUM
EASY
2 MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
Do you want to open up the service to customers, so they feel they own it? In this role, the service is easier to adapt to people’s needs and has stronger links to their own immaterial world.
3
4
5
6
7
IMMATERIAL OPTIONS
8
ECOSYSTEM
9 RESULTS
Test different ecosystem roles
Open or Controlled?
Do you want the service to remain controlled, so it resembles a material product? Theoretically, it’s easier to create financial results with this type of service, as provision can be controlled.
INTENSE
AN T D IP TR S IC KS
Melt Frame
1
2
3
4
MATERIAL OPTIONS
5
6
7
IMMATERIAL OPTIONS
8
ECOSYSTEM
9 RESULTS
Test different ecosystem roles Sh
ar in
g
f o e s p i n e h S ers n w O
Tal
ent
Sh
ar
in g
Ta
t n le
HARD
EXAMPLE
VERY HARD
Money MEDIUM
EASY
Option #1. Creates a big buzz. No revenue!
Option #2. Paid features hinder scalability but create a better revenue.
Melt Frame
1
2 MATERIAL OPTIONS
3
4
5 IMMATERIAL OPTIONS
6
7
8
ECOSYSTEM
9 RESULTS
INTENSE
VERY HARD
HARD
MEDIUM
EASY
How is the melting process linked to other melting processes?
Melt Frame
VERY HARD
HARD
MEDIUM
2
3
MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
4
5
6
7
IMMATERIAL OPTIONS
8
ECOSYSTEM
9 RESULTS
Test melting with other services
Are you a tree? Do you want to allow others to be part of your service?
Are you a monkey? Do you want your service to grow on top of other services?
EASY
Melt Frame
2
3
4
MATERIAL OPTIONS
AN T D IP TR S IC KS
INTENSE
1
5
6
7
IMMATERIAL OPTIONS
8
ECOSYSTEM
9 RESULTS
Test melting with other services
HARD
MEDIUM
EASY
EXAMPLE
VERY HARD
Option #1. Opening up to other services increases our set of features and makes us an app marketplace.
Option #2. Becoming part of other services helps us to reach new customer base and generate new revenue streams.
You can choose a number of different ecosystem roles simultaneously and adjust them continuously.
Melt Frame
1
2
3
4
MATERIAL OPTIONS
5
6
IMMATERIAL OPTIONS
7
8
ECOSYSTEM
INTENSE
VERY HARD
HARD
MEDIUM
EASY
MVP
Phase 1
Phase 2
Phase 3
Create a strategic roadmap
9 RESULTS
Lets connect! miikkaleinonen
www.miikkaleinonen.com