MELT MASTER’SPLAYBOOKB Y M I I K K A L E I N O N E N
WWW.MIIKKALEINONEN.COM VERSION 1.0FREE
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MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
– Miikka LeinonenBY MIIKKA LEINONEN
As material and immaterial worlds melt, new business
opportunities arise.
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Use of the frame
OUR WORLD IS BECOMING
IMMATERIAL.
MATERIAL WORLD
MELTE.G. OBJECTS AND
ACTIONS
Products become services.
Services become communities.
Ownership becomes blurred.
New ecosystem roles disrupt businesses.
IMMATERIAL WORLD
E.G. TALENT, EMOTIONS AND COMEPTENCE
THIS IS WHERE THEY
Melt Frame is a strategy facilitation and innovation tool.
Of course! Do what ever you want with it. Be creative!
IMMATERIAL LOOP
MATERIAL LOOP
ECOSYSTEM
The worlds are interconnected through loops. Follow the loops, and you may find some surprising insight.
What is Melt
Frame?
Core idea?
What this means for companies.
Frame
Can I modify
it?
Based on the visual strategy book Melt by Miikka Leinonen
BASIC SERVICE ANALYSIS
MATERIAL EFFECT
IMMATERIAL EFFECT
MATERIAL RESOURCES
IMMATERIAL RESOURCES
ECOSYSTEM ROLES
EPIPHYTE STRATEGY
CREATING DATA RESOURCES
COSTS AND REVENUE
EXTRA TOOLSThis is a beta version of the Melt Master’s Playbook.
Let me know what should be added or clarified. – Miikka
MELT MASTER’SPLAYBOOK
B Y M I I K K A L E I N O N E N
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BASIC SERVICE ANALYSIS
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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BASIC SERVICE ANALYSIS
Add the name of your service or brand
in the center.
Think simple.
e.g. Food ingredients and Pots and pans.
e.g. Talent of amateur chefs and Past
experieces.
e.g. Beginners cooking package and
24/7 mentoring chat app.
What the service or brand delivers? Something concrete, e.g. Makes
cooking simple.
What emoties or knowledge does it deliver?
e.g. Enjoyment or Cooking skills.
e.g. Skype cooking class and Online community
support”.
Critical thinking: What does
the REALISTIC ecosystem look like?
Critical thinking: Are you wasting your energy in things that have no real impact?
Add material effect.
Add immaterial effect.
Add material resources.
Add immaterial resources.
Add features and partnerships that
produce the effect.
Add features and partnerships that melt the resources to your
service.
Discuss why this differs from reality.
DIFFICULTY TIME 10 min.
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This exercise gets you started. Do this as a first thing if you are developing a service or brand.
GO TOMATERIAL EFFECT
START HERE
Does this portray your key features and partnerships
correctly?
ANALYZE
NO YES 8
7
MATERIAL EFFECT
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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GO TOCOSTS AND REVENUES
What do your customers want?
E.g. Save time and Organized life.
Find new customers that mach your
offering.
NO
List material effects.
Have you created new material resources?
E.g. Cooking class creates food. What can you do
with that?
MATERIAL EFFECTHow does your service or brand affect the material world? How well does it meet customer needs?
START HERE
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DIFFICULTY TIME 20 min.
Don’t start guessing. Ask them.
You can always reverse-engineer your
service. Start from customer needs.
Does your service create something unforeseen that
has value for new customers?
List customer’s material needs.2
Do your material effects
match with customer
needs?
NO
GO TO
GO TO
MATERIAL RESOURCES
IMMATERIAL EFFECT
Do you want to reshape your
service?YES
YES
YES
What does the service or brand deliver?
Something concrete, e.g. Makes cooking simple.
NO
NEED MAPPER
If not sure what needs are material and what immaterial, try Needs mapper.
Look into your brand promise and value
proposition.
Ready for bean counting?
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IMMATERIAL EFFECT
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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“What do your customers want?”
Find new customers that mach your
offering.
NO
Don’t start guessing. Ask them.
You can always reverse-engineer your
service. Start from customer needs.
Does your service create something unforeseen that
has value for new customers?
Do your immaterial
effects match with customer
needs?
NO
GO TOIMMATERIAL RESOURCES
Do you want to reshape your
service?YESYES
NEED MAPPER
If not sure what needs are material and what immaterial, try Needs mapper.
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List customer’s material needs.2
IMMATERIAL EFFECTHow does your service make people feel? Does it support their world view, or create sense of belonging? Does it add knowledge?
IMMATERIAL EFFECT
START HERE
List immaterial effects. 1
DIFFICULTY TIME 20 min.
Don’t start guessing. Ask them.
E.g. Happiness, Trust, Meaning, Passion,
knowledge, Talent...
What emoties or knowledge does it deliver?
e.g. Enjoyment or Cooking skills.
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MATERIAL RESOURCES
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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RESOURCE MAPPER
MATERIAL RESOURCESCars, houses, meetings, jogging, power grid, weather, nature, production. What tangible creates the base of your business?
START HERE
Want to find more
resources?NO
TRY
YES
List material resources. 1
Add features and partnerships that connect resourses to your service.
2
e.g. Beginners cooking package.
Don’t limit yourself to the obvious.
Competing products are a resource too.
Data is a simple aditional resourse for any service. See where you can extract that.
Resource mapper helps you to find elements to use as part of your service.
DIFFICULTY
e.g. Food ingredients, Pots and pans or
User data.
TIME 15 min.
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GO TOIMMATERIAL RESOURCES
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IMMATERIAL RESOURCES
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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SELF-DETERMINATION THEORY
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Add features and partnerships that combine
haves with your service.
IMMATERIAL RESOURCESThe big guestion stands: “How do you activate immaterial elements and guide them to be part of your service.”
This is super important for community-building and generating unigue “soft data” about peoples’ desires and opinions.
List immaterial haves.
Add features and partnerships that
produce desired effect.
START HERE
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This can be a bit tricky. Take
your time.
Moving immaterial elements could need both push and pull.
Select elements you would like to have in
your service.
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5
What immaterial people have? E.g. Emotions, Talent,
Experience...
Is that enough to get the haves
moving?
NO
GO TOECOSYSTEM ROLES
YES
DIFFICULTY TIME 30 min.
List immaterial effects you have to produce to create immaterial
resources.
E.g. “Rate peoples’ food pics and give them
development ideas”.
E.g. Excellent cooking talent, Enthusiasm...
2
TRY
What activates us? Find the right combination of motivators.
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ECOSYSTEM ROLES
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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Rule of thumb:
Remove all partnerships and features from
the frame.
ECOSYSTEM ROLESAre you a control freak? Or can you move away from the world of scarcity and accept other stakeholders as equal owners of the service? Sharing economy, for example, is founded on the idea of shared control. The ecosystem roles you choose can accelerate your service’s impact immensely.
DIFFICULTY
Assess how this reflects to resources
and effects.
START HERE
More open -> More scalable and better connection with the immaterial world.
Ownership can mean “sense of ownership”. People, for example, feel
they own their Facebook wall.
You can split features, e.g. user owned profiles and marketing profiles.
Try internal view. Do employees own
their work?
or no-one defined.
or some other controller.
More closed -> better chances of making money.
Top part of the ecosystem is open. Ownership is shared or controlled by the customers.
Bottom part is controlled and owned by one entity (maybe you).
Put them back one-by-one and
ask the question...2
Who has the ownership of the feature?
YOU CUSTOMERS
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GO TO
GO TO GO TO
GO TO
GO TOIMMATERIAL RESOURCES
MATERIAL RESOURCES MATERIAL EFFECTS
REVENUE AND COSTS
IMMATERIAL EFFECTS14
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TIME 30 min. 17
EPIPHYTE STRATEGY
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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What new service feature could you offer your
customer.6
E.g. Tracking service.
EPIPHYTE STRATEGYCompany can function merely as an epiphyte in the ecosystem of others. But once it is part of the ecosystem it can actively try to find new roles.
DIFFICULTY TIME 20 min.
“Epiphyte is a plant that grows on another plant, especially one that is not parasitic.
E.g. orchids growing on tree trunks in tropical
rainforests.”
Examine what else you could deliver and what other ecosystem roles
you could adopt.
Add the name of your customer’s service or brand in the center.
Add service’s key features and partners.
What new material or immaterial effect could
you produce?
Add your primary role in the mix.
Add effects and resources.2
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START HERE
SEE EXAMPLES
SEE EXAMPLES
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e.g. Trust and flexibility.
For example: Material resource,
e.g. Transportation service.
GO TOREVENUE AND COSTS
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CREATING DATA RESOURCES
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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Add features that utilize the data.
CREATING DATA RESOURCESWhat about data? All services produce it. It’s not material but it’s not immaterial either? What should be done with it?
DIFFICULTY TIME 20 min.
Can the data be used as a resource for
the original service?
Can the data be used as a resource for
some other service?
Add data generated by the service.
START HERE
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GO TO GO TOBASIC SERVICE ANALYSIS EPIPHYTE STRATEGY
NO
NO
YES
YES
Make it public and free.
e.g. Profile views or chat volumes.
e.g. Personalized recommendations.
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In many cases it’s clearer to start a
new frame.
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COSTS AND REVENUE
MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
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COSTS AND REVENUEMoney is a metric for the material world. Using immaterial elements to drive change in the material world is the key to greater profits.
DIFFICULTY
Melt Frame is an ideation and strategy tool. It does not explicitly state which actions generate costs or revenues.
In the end it’s up to your creativity.
Ability to affect the material world always creates an opportunity make profit.
Moving material elements typically requires some investments.
Harnessing more immaterial elements, e.g. talent and emotions, is a valuabe thing, but you might have to sacrifice some profits, e.g. freemium strategy.
Immaterial elements add value, e.g. loyalty, brand awareness,
sense of ownership...
The right ecosystem roles either make or break your business.
ELEMENTS IN THESE AREAS ARE MORE LIKELY TO
GENERATE...
REVENUE
REVENUE&COSTS
COSTS
Estimate costs and revenues.
1
TIME 30 min. 23
BY MIIKKA LEINONENNEED MAPPER
SELF-DETERMINATION THEORYBY MIIKKA LEINONEN
Sense of responsibility towards community and altruistic motives.
Reputation and fame-related motives.
Curiosity and enjoyment-related motives.
Reward-related (financial or other) motives.
EXTRA TOOLS
Make a Need Mapper for each
stakeholder.
List all his needs (rougly related to
the topic).
Divide them into material and
immaterial needs.
Figure out what motivates your
customers.
Take these motivators back to the Frame
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E.g. Professional cook, Barbeque enthusiast,
Amateur chef, ...
New skills, sense of belonging, facilites, new
ideas, customers
You might have to unbundle some of them.
Some want to be admired, some want to help and
some like the shiny things.
Pair motivators and your service features. Are
you offering a path for altruism? Are you making your customers look good in the eyes of their peers?
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Need Mapper helps you to collect all needs and divide them into material and immaterial.
What gets people excited? What makes them jump into action? What motivates them to share and care?
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BY MIIKKA LEINONENEFFECT EVALUATION
ELIMINATESCREATES NEW INCREASES DECREASES
EXTRACT
BY MIIKKA LEINONEN
MATERIAL SURROUNDINGS
REPLACE
BUNDLE
Map e.g. development process, use of the product...
What parts can be replaced with something more immaterial? e.g. product replaced with a service.
What parts can be combined with something more immaterial?
What intangible can be extracted? e.g. actions produces data.
RESOURCE MAPPER
EXTRA TOOLS
List all components of a material
process.
Find what you can “immaterialize”
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e.g. purchase process, development process, use of
your product...
e.g. replace experts with crowdsourcing.
Estimate the impact of your service to material
surroundings.
Are you disrupting a business or not?
Are you changing the world or just fine-tuning your business? This helps you to estimate the results.
Disruption Disruption
Pick a part of your business and find out what can be made more immaterial?
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SELF
-DET
ERM
INA
TION
TH
EORY
BY
MIIK
KA
LE
INO
NE
N
Sen
se o
f res
po
nsi
bili
ty t
ow
ard
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mm
un
ity
a
nd
alt
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Rep
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n a
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fam
e-re
late
d m
oti
ves.
Curi
osi
ty a
nd
en
joym
ent-
rela
ted
mo
tive
s.
Rew
ard
-rel
ate
d (fi
na
nci
al o
r o
ther
) mo
tive
s.
BY
MIIK
KA
LE
INO
NE
NN
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MA
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EX
TRA
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BY
MIIK
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MAT
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Map
e.g
. dev
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men
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oces
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pro
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...
Wha
t pa
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can
be
repl
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ore
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e.g
. pr
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ith
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Wha
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can
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Wha
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tang
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RES
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BY
MIIK
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NEF
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YOU
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MATERIAL EFFECT
How will you shape the material world?
MATERIAL RESOURCES
ECOSYSTEM
What can you incorporate into your service?
What partners and features connect with the resources and offering?Are they controlled by providers or customers?
IMMATERIAL RESOURCESWhat assets would you like to combine with your service?
IMMATERIAL EFFECT
How do you amplify the immaterial world?
REVENUE STREAMS
COSTSTRUCTURE
MATERIAL NEEDS
MATERIAL SURROUNDINGSPeople, Objects, Actions, Places... Objects, Actions, Places,
Change of current status…
IMMATERIAL NEEDSEmotions, Fame, Enjoyment, Sense of freedom, Sense of belonging, Sense of community, Competence, Recognition, Admiration, Curiosity…
IMMATERIAL HAVES
Emotions, Competence, Knowledge, Authority,
Intelligence, Imagination, Talent, Insight, Loyalty,
Creativity...
– Miikka LeinonenBY MIIKKA LEINONEN
As material and immaterial worlds melt, new business
opportunities arise.
WW
W.M
IIKK
AL
EIN
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