Melt Camp Explainer

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