#cmgenius
A little story about
Communication &
Cybernetics
1971
@mkyschnitzel
Communication
Value Creation
Cybernetics
Applied Espistemology
What can I know?
What do I have to do?
What can I hope for?
What is the human being?
Kant
My path
1980
Video game Pong
1983 – 1994
Apple II +
Sinclair ZX Spektrum
Schneider CPC464
Atari 520 ST
AMIGA 500
386
1990
Diploma from German
secondary school
qualifying for university
admission or
matriculation
Abitur
2,9
1990 – 1995
Education: Radio- und TV Technician
Experience:
Cinema Projectionist 35 mm
Cinema Manager - Assistent
Commerci...
Insight: I have to create my own job.



„Creative stuff with

Computers & Media.“
19
95
4 Friends
3D AnimationWebsites
E-Commerce
Games
Online Advertising
Newsletter Social Media
Post Production
Blogs
Apps
Virtual Realit...
2015
60 Colleagues
720 qm Office
EUR 4 Mio. Turnover
A journey into
Cybernetics
What is
complexity?
Elements
Relations
Temporal
Behaviour
Topologies
Understanding
Patterns
Non-Linear
Feedback
Causalitiy
Networks of
Networks
How to measure
Complexity?
50
10
Possible States
of the system
170
2,08 x10
Possible States
of the system
208000000000000000000000
000000000000000000000000
000000000000000000000000
000000000000000000000000
0000000000000000000000...
Variety
Possible
States of the
system
VController
≥ VContext
Ashby’s Law of Requisite Variety
The old
organization
paradigm
!
?
!!
?! !?
€€
…
…
…
!
…
..
.
?
…
$.?
!.!
True Boss
Stafford Beer
Management and Cybernetics, 1959
VIABLE
SYSTEM
MODEL
Just a tool!
Genius FTW!
Project Cybersyn, Chile
Project Cybersyn, Chile
The first 9/11of the US
1973
Central
Quotes
Purpose Of a System
Is What It Does
POSIWID
Think before
you think.
Viable
System Model
isomorph
„Brain of
the Firm“
Environment
Operation Management
Environment
Operation Management
Variety Variety Variety
Channels Channels
Inputs & Outputs
Environment
Operation Management
Transducer / Interfaces
Environment
Operation Management
Transducer Regulation
1Operation
Market
1
2
Operation
Local
Regulation
Market
Local
Management
Self-Organization
3
2
1
2
Operation
Local
Regulation
Market
Local
Management
Overall
Coordination
Optimization
Self-Organization
Self-Organi...
3
2
1
2
3*
Overall
Coordination
Audit
Operation
Local
Regulation
Market
Local
Management
Self-Organization
Optimization
Se...
3
4
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Audit
Operation
Local
Regulation
Market
Local
Management
Self-Organi...
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
M...
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
M...
3
4
5
2
1
2
3*
Overall
Coordination
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regulation
Market
Local
M...
What for?
Global Environment
Company, Product
& Brand
Local

Environments
Needs
Expectations
Opinions
Values
MotivationStance
I/O Fr...
Socio-Cultural

Sinus-Milleu

Hobbies

Favorite Music

Favorite Food

Favorite Vacation 

Fashion style

Nature- or City?
...
Erm, sorry :)
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation

Bürger, Citoyen
Kooperationsmarkt
Beschaffungsma...
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation

Bürger, Citoyen
Kooperationsmarkt
Beschaffungsma...
intelligente-
organisationen.de/blog
3
4
5
2
1
2
3*
Overall
Coordination
Daily
Optimization
Seers &
Strategists
Guidelines & Ethos
Audit
Operation
Local
Regula...
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
Cybernetics, Communication & Life Choices
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Cybernetics, Communication & Life Choices

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Cybernetics, Communication & Life Choices

  1. 1. #cmgenius A little story about Communication & Cybernetics
  2. 2. 1971
  3. 3. @mkyschnitzel
  4. 4. Communication Value Creation Cybernetics Applied Espistemology
  5. 5. What can I know? What do I have to do? What can I hope for? What is the human being? Kant
  6. 6. My path
  7. 7. 1980 Video game Pong
  8. 8. 1983 – 1994 Apple II + Sinclair ZX Spektrum Schneider CPC464 Atari 520 ST AMIGA 500 386
  9. 9. 1990 Diploma from German secondary school qualifying for university admission or matriculation Abitur 2,9
  10. 10. 1990 – 1995 Education: Radio- und TV Technician Experience: Cinema Projectionist 35 mm Cinema Manager - Assistent Commercial scripts for radio stations Editor for a PC magazine Waiter & Audio Technician in a Jazz Club Tele Sales (some weird worthless coins) Marketing research (on shopping streets) Radio Broadcasting Technician TV Computer graphics
  11. 11. Insight: I have to create my own job.
 
 „Creative stuff with
 Computers & Media.“
  12. 12. 19 95
  13. 13. 4 Friends
  14. 14. 3D AnimationWebsites E-Commerce Games Online Advertising Newsletter Social Media Post Production Blogs Apps Virtual RealityBanner Motion CaptureTV Commercials Simulations Configurators Landingpages Lead Generation Shops Service Design UX/UI Strategy User centered communication Process Optimization
  15. 15. 2015 60 Colleagues 720 qm Office EUR 4 Mio. Turnover
  16. 16. A journey into Cybernetics
  17. 17. What is complexity?
  18. 18. Elements Relations Temporal Behaviour Topologies
  19. 19. Understanding Patterns Non-Linear Feedback Causalitiy Networks of Networks
  20. 20. How to measure Complexity?
  21. 21. 50 10 Possible States of the system
  22. 22. 170 2,08 x10 Possible States of the system
  23. 23. 208000000000000000000000 000000000000000000000000 000000000000000000000000 000000000000000000000000 000000000000000000000000 Exponential Galore: Factor
  24. 24. Variety Possible States of the system
  25. 25. VController ≥ VContext Ashby’s Law of Requisite Variety
  26. 26. The old organization paradigm
  27. 27. ! ? !! ?! !? €€ … … … ! … .. . ? … $.? !.! True Boss
  28. 28. Stafford Beer Management and Cybernetics, 1959 VIABLE SYSTEM MODEL Just a tool! Genius FTW!
  29. 29. Project Cybersyn, Chile
  30. 30. Project Cybersyn, Chile
  31. 31. The first 9/11of the US 1973
  32. 32. Central Quotes
  33. 33. Purpose Of a System Is What It Does POSIWID
  34. 34. Think before you think.
  35. 35. Viable System Model
  36. 36. isomorph „Brain of the Firm“
  37. 37. Environment Operation Management
  38. 38. Environment Operation Management Variety Variety Variety Channels Channels Inputs & Outputs
  39. 39. Environment Operation Management Transducer / Interfaces
  40. 40. Environment Operation Management Transducer Regulation
  41. 41. 1Operation Market
  42. 42. 1 2 Operation Local Regulation Market Local Management Self-Organization
  43. 43. 3 2 1 2 Operation Local Regulation Market Local Management Overall Coordination Optimization Self-Organization Self-Organization
  44. 44. 3 2 1 2 3* Overall Coordination Audit Operation Local Regulation Market Local Management Self-Organization Optimization Self-Organization
  45. 45. 3 4 2 1 2 3* Overall Coordination Seers & Strategists Audit Operation Local Regulation Market Local Management Self-Organization Optimization Self-Organization
  46. 46. 3 4 5 2 1 2 3* Overall Coordination Seers & Strategists Guidelines & Ethos Audit Operation Local Regulation Market Local Management Self-Organization Optimization Self-Organization
  47. 47. 3 4 5 2 1 2 3* Overall Coordination Seers & Strategists Guidelines & Ethos Audit Operation Local Regulation Market Local Management Awareness, Exploration, Scouting, Scenario Development, Conception Tactics, Daily Operation, Standard Tasks Self-Organization Identity, Norms, Values, Believe System Optimization Self-Organization
  48. 48. 3 4 5 2 1 2 3* Overall Coordination Seers & Strategists Guidelines & Ethos Audit Operation Local Regulation Market Local Management Awareness, Exploration, Scouting, Scenario Development, Conception Tactics, Daily Operation, Standard Tasks Self-Organization Identity, Norms, Values, Believe System Optimization Self-Organization VSM-Mapping & Analysis
  49. 49. What for?
  50. 50. Global Environment Company, Product & Brand Local
 Environments Needs Expectations Opinions Values MotivationStance I/O Framework Understand the customer, environment and value creation Peers Technology Capabilities Ressources Demands Knowledge
  51. 51. Socio-Cultural
 Sinus-Milleu
 Hobbies
 Favorite Music
 Favorite Food
 Favorite Vacation 
 Fashion style
 Nature- or City?
 Political View
 Grade of Connectivity and Network Role
 (Friends, Family, Peer Groups) Buyer-Readiness & Competition 
 Buying Cycle: 
 Comfort Zone, Need Recognition, Information acquisition, Provider Selection, Test & Try, Decision Making, Price Bargain, Purchase, Usage, Service, After-Sales, Loyalty-Programs
 Rolle in the Buying Center: 
 User Influencer, Buyer, Decider, Gatekeeper
 Umfeld Benchmarking, Produktanalysen,
 Payment-Preference (Online, Mobile, Offline, …)
 Current costs in the context Demographics
 Name
 Age
 Sex
 Education
 Job
 Income
 Life situation: 
 Family, Siblings, Relationship Status, Habitat, size of household Persona Canvas Project: Version:Persona Name: Psychographics 
 Values, Emotional Trigger, Motives, 
 Decision-Preferences 
 (e.g. Limbic Map, MBTI, etc.), 
 Personal Goals & Advantages Technology
 Used Infrastructure & Devices, 
 Experience in Usability, 
 IT Security Needs & Awareness (e.g. Nametests.com) Media
 Preferred News-Plattforms, Searchengines, Social Networks
 Social Media-Type: 
 Lurker, Default, Influencer, Gatekeeper
 Situations & Contexts, Moments of Truth Knowing Feeling in context
  52. 52. Erm, sorry :)
  53. 53. 5 4 1 1 1 Beschaffung Produktion Vertrieb Gesellschaft, Welt, Zivilisation Bürger, Citoyen Kooperationsmarkt Beschaffungsmarkt Menschen Material Dienstleistungen Kapital Institutionell Known Unknowns Forschung Privat Eigentümer Unknown Unknowns NGOs Parteien Verbände Standort-Markt Infrastruktur Steuern Regulation Gesetze Institutionen Aufmerksamkeitsmarkt & Medien Absatzmarkt IP KnowHow Bildungsmarkt Kommerziell Nicht-Kommerziell Potentielle Kunden Kunden Leads Neu Bestand Verlorene Kunden Konkurrenz A B C Employer Value Purchaser Value Collaboration Value Financial Reliability Value Cooperation Value Educational Value ComplianceValue Shareholder Value Science Value Political Value Story Value Brand Value Customer Value Public Value Kunst Gesundheit D InspirationValueHealthValue Permanente strukturelle Kopplungsprozesse Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc. Sport Well being Value Unknown Unknowns Unknown Unknowns Unknown Unknowns Unknown Unknowns Unknown Unknowns 3-4-5 Manage & Control 2/3* Infrastruktur 2/3* Finance Sales Value Reihenfolge PV + XX
  54. 54. 5 4 1 1 1 Beschaffung Produktion Vertrieb Gesellschaft, Welt, Zivilisation Bürger, Citoyen Kooperationsmarkt Beschaffungsmarkt Menschen Material Dienstleistungen Kapital Institutionell Known Unknowns Forschung Privat Eigentümer Unknown Unknowns NGOs Parteien Verbände Standort-Markt Infrastruktur Steuern Regulation Gesetze Institutionen Aufmerksamkeitsmarkt & Medien Absatzmarkt IP KnowHow Bildungsmarkt Kommerziell Nicht-Kommerziell Potentielle Kunden Kunden Leads Neu Bestand Verlorene Kunden Konkurrenz A B C Employer Value Purchaser Value Collaboration Value Financial Reliability Value Cooperation Value Educational Value ComplianceValue Shareholder Value Science Value Political Value Story Value Brand Value Customer Value Public Value Kunst Gesundheit D InspirationValueHealthValue Permanente strukturelle Kopplungsprozesse Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc. Sport Well being Value Unknown Unknowns Unknown Unknowns Unknown Unknowns Unknown Unknowns Unknown Unknowns 3-4-5 Manage & Control 2/3* Infrastruktur 2/3* Finance Sales Value Reihenfolge PV + XX Technology & Ecosphere
  55. 55. intelligente- organisationen.de/blog
  56. 56. 3 4 5 2 1 2 3* Overall Coordination Daily Optimization Seers & Strategists Guidelines & Ethos Audit Operation Local Regulation Market Local Management Identity, Norms, Values, Believe System Awareness, Exploration, Scouting, Scenario Development, Conception Tactics, Daily Operation, Standard Tasks Self-Organization

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