Building Trust on the Blockchain: The Importance of Mental Models
-
Upload
jessepollak -
Category
Technology
-
view
90 -
download
5
Transcript of Building Trust on the Blockchain: The Importance of Mental Models
![Page 1: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/1.jpg)
BUILDING TRUST ON THE BLOCKCHAIN:
the importance of mental models
getclef.com/mental-models
![Page 2: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/2.jpg)
I’M THE CEO OF CLEF
MY NAME IS b@BRENNENBYRNE
@GETCLEF GETCLEF.COM
getclef.com/mental-models
![Page 3: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/3.jpg)
THE MENTAL MODELS OF bitcoin
getclef.com/mental-models
![Page 4: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/4.jpg)
A “bitcoin”
getclef.com/mental-models
![Page 5: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/5.jpg)
A “bitcoin”
A REAL coin
• Physical money • Discreet, each one is different • Cannot be divided • Printed by US Mint
• Abstract money • Not discreet, only aggregated • Divisible to 8 decimals • Created as reward for miners
vs.
getclef.com/mental-models
![Page 6: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/6.jpg)
A REAL coin & A bitcoin
• Store monetary value • Can be sent between two people • Can be traded for one another
getclef.com/mental-models
![Page 7: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/7.jpg)
A BITCOIN “wallet”
getclef.com/mental-models
![Page 8: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/8.jpg)
A BITCOIN ”wallet”
A REAL wallet
• Object to carry money • Only knows about own money • Not used in sending money • Finite limit of money stored
• Set of cryptographic keys • Uses ledger, all transactions • Signs money transfer • Can store unlimited Bitcoin
vs.
getclef.com/mental-models
![Page 9: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/9.jpg)
A REAL wallet & A BITCOIN wallet
• You need them to spend money • If you lose them, you lose money • They are personal to you
getclef.com/mental-models
![Page 10: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/10.jpg)
A BITCOIN “miner”
getclef.com/mental-models
![Page 11: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/11.jpg)
A BITCOIN ”miner”
A REAL miner
• Digs ore from earth • Only unearths new material • Constrained by geography • Sells material for reward
• Solves math problems • Critical for existing material • Constrained by electricity • Rewarded for work directly
vs.
getclef.com/mental-models
![Page 12: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/12.jpg)
A REAL miner & A BITCOIN miner
• Spends time and money • Gets chance to reap rewards • Competes for scarce resource
getclef.com/mental-models
![Page 13: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/13.jpg)
THESE METAPHORS CHEAT.
getclef.com/mental-models
![Page 14: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/14.jpg)
BITCOIN IS MOSTLY AN INNOVATION OF METAPHOR,
NOT TECHNOLOGY.
getclef.com/mental-models
![Page 15: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/15.jpg)
THE THREE STAGES OF innovation
getclef.com/mental-models
![Page 16: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/16.jpg)
STAGE 1
getclef.com/mental-models
technical knowledge
![Page 17: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/17.jpg)
getclef.com/mental-models
technical knowledge
• Universities are hotbeds of activity • Ideas improve, change quickly • Solutions tested by early adopters • Concepts remain technical
The period after invention where a new idea is researched, vetted, and explored by experts.
![Page 18: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/18.jpg)
STAGE 2
getclef.com/mental-models
abstracting complexity
![Page 19: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/19.jpg)
abstracting complexity
getclef.com/mental-models
• Technical jargon is weeded out • Ideas stabilize, best win out • Applied to real-world problems • Mental models cover up technical
The maturing period for a new technology. Complex topics are simplified and packaged.
![Page 20: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/20.jpg)
STAGE 3
getclef.com/mental-models
consumer adoption
![Page 21: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/21.jpg)
consumer adoption
getclef.com/mental-models
• Media delivers clear value prop • Price and market are segmented • No technical education required • Spreads much more quickly
Audiences become familiar with the mental models and the technology can go mainstream.
![Page 22: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/22.jpg)
BITCOIN IS JUST ENTERING STAGE 2.
getclef.com/mental-models
![Page 23: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/23.jpg)
HOW MENTAL MODELSMAKE magic
getclef.com/mental-models
![Page 24: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/24.jpg)
MENTAL MODELS all day
getclef.com/mental-models
![Page 25: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/25.jpg)
MENTAL MODELS all day
getclef.com/mental-models
• Turn your steering wheel • Swipe your credit card • Warm up your shower • Withdraw money from an ATM • Microwave your food • Type at a keyboard
![Page 26: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/26.jpg)
how to MENTAL MODEL
getclef.com/mental-models
![Page 27: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/27.jpg)
how to MENTAL MODEL
getclef.com/mental-models
• Private keys are safer than passwords • Phones can do crypto key-based auth • Most of us are used to physical keys
![Page 28: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/28.jpg)
HOW CAN WE FIT CRYPTO KEYS INTO PHYSICAL KEY
METAPHOR?
getclef.com/mental-models
![Page 29: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/29.jpg)
getclef.com/mental-models
![Page 30: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/30.jpg)
getclef.com/mental-models
![Page 31: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/31.jpg)
getclef.com/mental-models
“With Clef, the often painful process of logging into a site feels, admittedly, a little bit magical.”
TWO FACTOR NORMALLY
TWO FACTOR IN BITCOIN
clef
<1%
how to MENTAL MODEL
15% 50%
![Page 32: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/32.jpg)
MENTAL MODEL rules
getclef.com/mental-models
![Page 33: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/33.jpg)
getclef.com/mental-models
MENTAL MODEL rules
• Stop teaching your customers • Meet them where they are • Improve what they care about • Remove all jargon
![Page 34: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/34.jpg)
getclef.com/mental-models
JARGON checklist
• Private Key (or Public Key) • Multi-signature (Signature at all) • Blockchain • Cryptography • Decentralized • Cold storage • Consensus
![Page 35: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/35.jpg)
QUESTIONS?
getclef.com/mental-models
@GETCLEF
![Page 36: Building Trust on the Blockchain: The Importance of Mental Models](https://reader031.fdocuments.us/reader031/viewer/2022032506/55cced81bb61ebed188b4852/html5/thumbnails/36.jpg)
BUILDING TRUST ON THE BLOCKCHAIN:
the importance of mental models
getclef.com/mental-models