Smlxl dentsu+kamakura

NO
STRAIGHT
LINES:
making sense of our non-linear world

Anthropological view of culture
Dentsu + Kamakura
alan moore | www.smlxtralarge.com | no straight lines introduction 2011

Faultlines


As as a new economy
takes hold, as a
consequence of the old
one faltering, it
unleashes a powerful set
of forces that cleave the
fabric of the economy
along fault lines.


Between new
industries and
mature ones


Between modern
organisations
and ﬁrms that
stay attached to
the old ways


In capabilities between those trained to
participate in the new technologies and those
whose skills become increasingly obsolete


Structurally between thriving new
industries and the old regulatory
system

This non-linearity is causing a
comprehensive restructuring of society
at large – breaking old models
of organisation

The trilemma of network complexity
a non-linear world

Organisation Social

Organisational,
social, economic
change

systems complexity social complexity
Economic

Ambiguity:
the coming age of
uncertainty

Our reaction to living
in an ambiguous
world… fearfulness

Fearfulness leads to fundamentalism…


Fundamentalism of many types

Intolerence…

alexey-titarenko_city-of-shadows-03


Me, We – Jung re-wired
for the 21st Century

I + We = why?
What affects us today has a great deal to do with
answering this question


Ali’s shortest poem

“Me We”


“I”
Needs
“We”
to truly be
“I”
carl jung


Me Identity and belonging (community, and
social cohesion) is defined by how we
Self
?
meaningfully connect with the world
Single Many around us

Family
Community
Other


Human nature is not like a machine

Image: http://www.flickr.com/photos/camil_t/82015664/


This is a story about
power

Access to, and, the (RE)distribution of knowledge allows
us to renegotiate the relationships of power; church,
state, government, society, commerce


Q: did the Catholic
church see
Gutenberg coming?


Gutenbergs little wooden printing press was used as the tool by
Martin Luther to overthrow the hegemony of the church in Europe
and change the direction of political power

alan moore | www.smlxtralarge.com | media hungary 2011

A technological revolution…

Or a social one?


HOS 
Human Operating System

“Networked
communication
media
is the
connective
tissue
for society”


Literacy + designing for
participatory cultures

alan moore | www.smlxtralarge.com | hyperisland 2011

Folk culture ?

Culture made by the folk by us you and me - participatory



http://www.,lickr.com/photos/nathaninsandiego/2723981272/ 
Participatory culture
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

2005
YouTube
36 hours video every 60 secs of every day
Facebook
A congregation of 650 million
Myspace
Destroyed by News Corp

“The production of shared software
is communism”
steve balmer

“
Mutuality is our
business strategy”
Alan Rusbridger – 2010


Language enables us to properly describe the world around us,
and engage in meaningful action


Everyone has a voice || The tools of creativity are widely
distributed || It’s easy and cheap to experiment ||
Capability counts for more than credentials and titles ||
Commitment is voluntary || Power is granted from
below || Authority is fluid and contingent on value-
added || The only hierarchies are “natural” hierarchies
|| Communities are self defining || Individuals are
richly empowered with information || Just about
everything is decentralized || Ideas compete on an
equal footing || It’s easy for buyers and sellers to find
each other || Resources are free to follow opportunities
|| Decisions are peer-based.


http://www.ﬂickr.com/photos/9912988@N02/2696483201

read & write


An “old-new” cultural
economy: markets are
conversations


blended reality  Blended reality
Its not online or
offline…


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

http://www.,lickr.com/photos/an_untrained_eye/1195966967/ 

Embedded Sociability


Innovation
Legal
Frameworks
Business
Models
Api’s

Open

New ways of organising
making/creating,
marketing + economics

The story of Local Motors reinventing the automotive industry


http://www.flickr.com/photos/10359714@N03/3056979962


alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

The design problem & challenge

what if…

we build the car of your
dreams?

it was green?

we made it in your town?

we listened

we did it?


How do you create the company as a community?

Threadless Local
Motors

Competition &
Community

Mutuality is our
business strategy

Deconstructing organisation


alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

Lessons


whole systems

Fundamentally changes
the relationship to supply
and demand by rethinking
and redesigning the
process from conception
to ﬁnal production

knowledge
Fundamentally changes the relationship to supply and demand

Distributed knowledge
network both
Hyperlocal & Superglobal


legal, innovation, community

Open Source &
Creative Commons
In one year 44,000 designs were submitted to Local 
Motors, and 3600 innovators have shared their knowledge 
and insights. 


accelerated innovation with community

In one year 44,000
designs were submitted
to Local Motors, and
3600 innovators have
shared their knowledge
and insights.

velocity and cost

5X faster than traditional
methodologies, and with
more than 100X less
capital
From $200m development
costs to $1.5 

economics, people, regions

Micro-Factories Locally
which provide an engaged
experience for customers,
money flows into local
communities, local jobs
for local people. 

learning
C 

Constant Feedback loop

aka:
the learning organization


summary

The company: as a
community, as a media
platform. Competitions as
risk mitigation & innovation
accelerator, markets are
conversations, mutuality a
business strategy.

principles

6

Nova et Aucta Orbis Terrae Descriptio ad Usum Navigatium Emendate: “new and
augmented description of Earth corrected for the use of navigation”.

The cultural
challenge of
how we get from
here to there
philosophy
skills
process
motivation
tools


[1]
Participatory cultures
& tools


[2]
Craftmanship
The maker of
civilisation



[3]
Adaptiveness The capability to learn
is not just nice to have;
it has become a key
factor for survival –
not only for people,
but for organisations,
and industries.

[4]
Ambiguity
Learning
to deal with
an uncertain
world


Open
[5] Innovation
Legal
frameworks

[6] Epic:
seek epic wins


No Straight Lines video:
http://ht.ly/4HkLp

Learn more
http://ht.ly/4BF7g


Alan has been described as a charismatic
visionary, who studies the disruptive trends in
the world of innovation and makes them very
tangible to his audience. He is recognised as a
great distiller of complex arguments into their
most salient points, who can take concepts
from many sources and find the previously
hidden relationship between them. He has a
firm grasp of the changes which are reshaping
our world.

With his insight on these interlocking trends;
Alan enables companies and organisations to
develop winning ways for how businesses and
organisations can succeed in the early 21st
Century.

Alan is currently working on his next project
No Straight Lines: making sense of our non-
linear world. A project that investigates the
complex and interwoven challenges we face
today and how we can design innovative ways
to solve some of the intractable dilemmas that
now confront us – publication due 2011.

More info about what we do: http://ht.ly/4BFrB
Information on No Straight Lines: http://ht.ly/4BF7g

NO
STRAIGHT
LINES:
making sense of our non-linear world

@alansmlxl | www.smlxtralarge.com

no straight lines introduction 2011

Smlxl dentsu+kamakura

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