1. Framing and reframing

2. The Brainstorm
Currently value
of bread in
How to use
the west is very
bread with
low
the maslow (a lot is thrown
pyramid away).
Bread
Increase the value of bread by
replacing
the BigMac index by the bread
index
Use old bread as bio full (German History of bread (wikipedia)
bakery is using it to cut baking cost) War and peace because of food, mainly brea
Food for the poor
Website to reuse old bread Social aspects of bread

3. Framing and reframing
•
Meaning of bread through history is very high
•
Currently value of bread in the west is very
low (a lot is thrown away).
•
Increase the value of bread by replacing the
BigMac index by the bread index
•
Do not look at the value of a loaf of bread, but
as bread in the world
•
The west moving away from eating bread to
sugars, pre processed food.

4. The solution !!
Build a alternatieve for the bigmac index, THE BREADINDEX
This is wil rise awareness of bread and its healthy compents

5. Start building !!
•
Build a web site
•
Execute the viral marketing
•
Get the data (value of bread,
health of people)
•
Get attention in the world
•
Replace the BigMac index by the
Bread Index
•
-> Value of bread has increased

6. Meanwhile….

7. ….. Part of the team was unable to join at
the crucial meeting where the different
options were discussed….

8. Lesson learnt:
The importance of timing

9. The group that met each other Sunday
had found a great vibe and went off full
of energy and truly happy with their
idea…

10. Until…..

11. Some other team members looked at the
proposal the next day and came up with
all kinds of nasty questions and even
new ideas...

12. … They argued… this is not
compatible…
This is not in (y)our scope of influence….

13. There
are
limits!
Scope of Scope of
concern influence

14. They clearly had a different perspective

15. Lesson learnt:

16. So now what?

17. The team was on a roll, the train was
already running

18. The others didn’t really approve and the
atmosphere even became tense….

19. Lesson learnt:

20. Reframing:

21. One of the team members got active

22. Lesson learnt:

23. ….. The team decided to reframe again
and temporarily, split up…
They worked on on both ideas
simultaneously….
After all, they decided to submit the

26. and they had lunch together… and lived
happily ever after

27. Result nr 1
HEALTH APPROACH
The Bread Index is meant as a social
experiment with a touch of humor. It is
inspired by the Big Mac Index by the
Economist.
We ask you to submit the price for a loaf
of bread or comparable bread product in
yourplace. The results are shown below
indexed to the USA, the number one Big
Mac country in the world.
With this experiment, we want to create
awareness and arouse discussion for
health inrelation to the food we eat.
Although we realize there can be
discussion on the healthiness of bread, it
is definitely a better alternative for the Big
Mac.
Submit your contribution, spread the news
and comment on Twitter.