Melt Camp Explainer
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Transcript of Melt Camp Explainer
meltcampSimple way to open your eyes
Theoryin brief
WorkshopStructure
Workshop Tools
22.9
.201
5 www. miikka leinonen. com
“As a result of technological advancement, our material and immaterial worlds are melting together. This has huge repercussions for every company.”
ORIGIN
Based on Miikka Leinonen’s visual strategy book Melt
Miikka Leinonen combines his extensive background in graphic design with his passion for business and strategy to create a truly unique theory and visual tools for managers to understand and capitalize on this change.
And this is…
THEORY
MATERIAL WORLD
IMMATERIAL WORLD MELT
The Melt Frame
Everything tangible: Objects and
actions.
Everything intangible: e.g. competence and
emotions.
Elements that can be seen both material and
immaterial.
THEORY
IMMATERIAL WORLD
WHY? EXAMPLES:
Everything is becoming more immaterial!
1Melt has a HUGE impact on every business.
Our needs are more immaterial.
Technology boosts the transformation.
Fierce global material competition.
A
B
C
2
Social media transforms marketing.
Sharing economy shakes up old paradigms.
Digitalization disrupts commerce.
A
B
C
MELT
TOOLS AND SKILLS NEEDED
If you know how to draw this...
Tools:
Skills: ...and this... …you are good to go!
Flip chart or whiteboard Post-it notes Paper Pens
AGENDA
Melt Theory
1 hour
Playing with the Melt Frame
Introduction to the case
2 hours 1 hour 3 hours 1 hour
Working with the Melt Frame
Results
Introductions Lunch Post-game…
Example: One day Melt Camp
Working with the
MeltFrame
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Melt 1 2 3 4 5 6 7 8 9Frame
MATERIAL OPTIONS
IMMATERIAL OPTIONS
ECOSYSTEM ROLES
RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
List all your material assets
Places, objects, actions, people…
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
Home
Our product Use of the product
Sales process
Shop
People Objects Actions Places
Customers
Salespeople
Potential customers
Supporting products
Competing products
WorkplaceDevelopment
process
Production process
Surrounding world
Write down all material aspects of your business.
EX
AM
PLE
Experts
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Can we replace it with a service?
Can we combine it with a service? Can we extract
data from it?
Take a material asset and ask...
Can we extract data from…?
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Test how material elements respond to these questions.TIP
S
AND TRICKS
Supporting
product
Can we replace it with a service?
Can we combine it with a service?
It becomes…
Development process
We can combine it with…
Use of the product
Competing products
Yes. Data can be used…
Surrounding world
EX
AM
PLE
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
How will this shape
the material world?
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
Your product or service
Competition
Point of sale
Revenue streams Cost structure
Assess the effects on the material world.
Huge impact! Some impact
production process
Supporting products and services
EX
AM
PLE
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
List all people who affect or are affected by you.
What immaterial do they have?
What immaterial do they need?
Needs
Enjoyment
Haves
List immaterial haves and needs.
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
Short-term Customer
EX
AM
PLE
Non-paying Customer
Loyal Customer
Needs
Haves
Haves
Needs
Talent
Passion
Ideas Trust
Trust
Deep knowledge
Belonging
Role models
Talent
Energy
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
VERY HARD
INTENSE
What elements can you make
tangible?HARD
MEDIUM
Make key immaterial elements part of your service.
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
VERY HARD
INTENSE TIPS
AND TRICKS
Haves
Short-term Customer
EX
AM
PLE
Talent
Passion
Non-paying Customer
Loyal Customer
Haves
Haves
Trust
Deep knowledge
Energy
How will they change your service?
HARD
MEDIUM
Melt 1
2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
What elements can you
amplify?
What element will you amplify?
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
We can amplify this
Needs
Enjoyment
Short-term Customer
EX
AM
PLE
Non-paying Customer
Loyal Customer
Needs Needs
Ideas Trust
Belonging
Role models
Talent
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Who owns the melting process?
Is it open or controlled?
Test different ecosystem roles
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
Open
Controlled?
Do you want to open up the service to customers, so they feel they own it?
Do you want the service to remain controlled, so it
resembles a material product?
In this role, the service is easier to adapt to people’s
needs and has stronger links to their own immaterial world.
Theoretically, it’s easier to create financial results with
this type of service, as provision can be controlled.
or
Test different ecosystem roles
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
EX
AM
PLE
Option #1. Creates a big buzz. No revenue!
Sense of
Ownership Talent
Sharing
Option #2. Paid features hinder scalability but create a
better revenue.
Talent
Sharing
Money
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
How is the melting process linked to
other melting processes?
Test melting with other services
Are you a tree?
Do you want to allow others to be
part of your service?
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE TIPS
AND TRICKS
Do you want your service to grow on top of other services?
Are you a monkey?
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
TIPS
AND TRICKS
EX
AM
PLE
Option #1. Opening up to other services increases our
set of features and makes us an app marketplace.
Option #2. Becoming part of other services helps us to reach new customer
base and generate new revenue streams.
Test melting with other services
You can choose a number of different ecosystem roles simultaneously and adjust them continuously.
VERY HARD
INTENSE
Melt 1 2 3 4 5 6 7 8 9Frame MATERIAL OPTIONS IMMATERIAL OPTIONS ECOSYSTEM RESULTS
EASY
MEDIUM
HARD
VERY HARD
INTENSE
Create a strategic roadmap
MVP Phase 1 Phase 2 Phase 3
www.miikkaleinonen.com
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