The document discusses the challenges of making sense of our complex, non-linear world. It references a book on the topic and explores themes like the relationship between the individual and community, the impact of technology on power structures, and how organizations can adapt to new economic and social paradigms in this changing environment. Examples of companies like LEGO, Girlswalker, and Threadless are presented as case studies of businesses that have successfully reinvented themselves.

1. Making sense of our non-
linear world for Grey EMEA
@alansmlxl

2. This presentation is based upon the book available at Amazon
Amazon link: http://ht.ly/8CJGm

3. A non-linear, ambiguous,
complex world.
alan moore | www.smlxtralarge.com | no straight lines introduction 2011

4. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
Me, We. Jung re-wired
for the 21st Century

5. Ali’s shortest poem
“Me We”
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

6. “I”
Needs
“We”
to truly be
“I”
carl jung
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

7. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
Communication ?

8. Communion
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

9. [Communion]
Folk culture
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

10. Identity created by storytelling / narrative making / culture
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

11. alan moore | www.smlxtralarge.com | no straight lines introduction 2011
http://www.(lickr.com/photos/nathaninsandiego/2723981272/
Fan fiction

12. 2005
YouTube
36 hours video every 60 secs of every day
Facebook
A congregation of 800 million
Myspace
Destroyed by News Corp
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

13. alan moore | www.smlxtralarge.com | no straight lines introduction 2011
POWER
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

14. Access to, and, the (RE)distribution of knowledge allows
us to renegotiate the relationships of power; church,
state, government, society, commerce
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

15. Q: did the Catholic
church see
Gutenberg coming?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

16. 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
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

17. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
A technological revolution…

18. …or, a social one?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

19. What does technology
Want?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

20. OPPORTUNITY
FREEDOM
EMPOWERMENT
MUTUALISM
DIVERSITY
EFFICIENCY
INDEPENDENCE
BEAUTY
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

21. the Human- OS
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

22. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
Participatory culture

23. “Drift towards mutualism is
moving towards an old dream:
to maximise both individual
autonomy and the power of
people working together”.
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

24. A connective
communications
membrane wrapping
itself around
the earth
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

25. Crafting a new
economic and
organisational world
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

26. Refined data the black gold of the
21st Century
Alex Pentland, director of MIT’s Human Dynamics
Laboratory, “Using location data, I can say a lot about the
music you like... for example, your financial risks.”
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

27. Recommendation engine, usage based,
data fed
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

28. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
Mass customisation

29. Curation of content, packaging
of content, filtering and sense
making
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

30. Ubiquity = Everywhere
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

31. Openness is resilience
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

32. Networked solutions = new frameworks
http://www.flickr.com/photos/16230215@N08/4066005402

33. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |
The only way of discovering the limits of
the possible is to venture a little way past
them into the impossible

34. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

35. Faced with certain
commercial death
how do we discover
a new sustaining
business model?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

36. By enabling our customers to
constantly co-create the
future of our company,
meaning we co-create better
products, services,
and increase revenues.
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

37. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

38. Co-evolved customers,
Co-evolved business model
Co-evolved organisational model
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

39. Why is LEGO relevant to you?
1. Having the wisdom to recognize old model of commerce was broken
2. Having the courage to explore new and emergent means by which to create a new
sustainable business
3. Deep listening – ability to critically appraise
4. Recognising the important patterns in co-creation and how they could have real
benefits for R&D, organizational capability, commercial models and marketing
5. Evolution to a new economic / social / organizational model
6. Marketing meets R&D
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

40. How do we create a
business that sells
fashion without the
need for retail stores,
and all the associated
costs?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

41. Mobile enabled commerce
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

42. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

43. Designing for time zone needs
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

44. stretching and blending time
Activities during the day, but most product purchases between
10pm and 2am
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

45. 45% response rate
€83m revenues in 2008
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

46. Why is GIRLSWALKER
relevant to you?
1. Business as a platform
2. Business as an eco-system
3. Blended reality
4. Data – designing with data
5. Mass customisation = shopping satisfaction.
6. Participatory cultures
7. Need to belong to tribes: self-expression, self-esteem,
fashion knowledge, peer group recognition,
8. Value is created not only in the purchase of goods it is co-created by the
Girlswalker community.
9. 4C’s: commerce, culture, community, connectivity
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

47. Why is GIRLSWALKER
relevant to you?
1. Traditional fashion retailers believed the founder of Girlswalker would never make
a single yen from trying to sell fashion in this way.
2. Dangers of fixed orthodoxies that mean organizations cannot see new
opportunities – they stay ambiguous.
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

48. How do we create a
business that designs
and sells T-shirts
globally with no
cash?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

49. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

50. | www.no-straight-lines.com | making sense of our non-linear world | 2011 |

51. Deconstructing organisation
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

52. Why is THREADLESS relevant
to you?
1. Entrepreneurialism
2. Running *Lean* to be adaptive
3. The company as a community
4. Designing for the HumanOS – identity / trust / belonging
5. Co-creation + experience
6. The gamefication of cooperation
7. 4C’s: commerce, culture, community, connectivity
8. Market as a global marketplace (economy of scope)
9. Revenue sharing
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

53. How do we find the
best possible solution
to our challenging
problem?
| www.no-straight-lines.com | making sense of our non-linear world | 2011 |

54. Deeply understand the
opportunities: social /
organisational / economic
paradigm
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

55. Disrupt yourself before
someone does it to you
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

56. Design for participation,
or Read/Write
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

57. Design for economies
of scope
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

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

59. Design for data + linked
economics
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

60. Design for deeper
engagement
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

61. Design for
personalisation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

62. Design for
customisation
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

63. Design for communities
of interest
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

64. Design for blended
reality
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

65. Design for service
alan moore | www.smlxtralarge.com | assets & access in the intention economy 2011

67. ALAN is described as a charismatic visionary who has a firm grasp of the
significant and disruptive trends which are currently reshaping our world.
Through his most recent project No Straight Lines: making sense of our
non-linear world, he interprets these complex themes into their most
salient points, taking concepts from various sources and detecting the
previously hidden relationship between them. With his unique insight, Alan
enables organizations and companies to address the challenges we now face
to develop transformational and winning ways for ‘what next’ practically
looks like.
He is the founder of the innovation consultancy firm SMLXL and co-author
of “Communities Dominate Brands”: in which he coined the phrase ‘engagement marketing’ and explored
the significant implications for business and organisations of living in a wired-up, networked, socially
orientated world.
He sits on the “board of inspiration” at the Dutch Think Tank Freedom Lab. He acts as “Head of Vision”
for the worlds first venture fund funded by a global community – Grow Venture Community. He is a visiting
lecturer at the Cambridge University Judge Business School, and at the Oxford University Saïd Business
School including Exec Ed programs. Alan is a Fellow of the Royal Society of Arts and an advisor to the
Pleasance Trust (Edinburgh Fringe Festival).
alanm@smlxtralarge.com

68. www.no-straight-lines.com
@alansmlxl