May 22, 2004
Two were convened this week on the same days in Philadelphia with Ackoff leading a host of luminaries and in London at the Quaker Friends Hall hosted by Sir John Whitmore and the senior wisdom council member being a baroness.
In London the third day was held in Open Space and you can see the network of projects that are emerging bethechange.org.uk
If you need personal introductions to project teams then I am happy to try - chris at firstname.lastname@example.org
For those interested in existence, we propose a new definition at the system level - EXISTS only if enabling all people to do what its greatest promise claims
Let our profession of marketing weed out those brands that dont exist starting with the biggest -of course the beings who were previously chained by such non-existence systems are most welcome to relaunch its freedom and happiness of being true to what it promises systemically to value.
London in conjunction with www.simpol.org is hosting many simpol cafes year round to discuss bethechange collaboration systems, and of course we wish to share the simpol cafe franchise anywhere people wish to play this humanitarian network game. It is also our Transatlantic hope as people that the BBC - potential leading exemplar of public sector & world service broadcasting - will open up to this greatest ever news pro-humanity story of EXISTENCE in systemic Collaboration. Please BBC unchain yourself from utterly deceitful assumption, bred by commercial media - that human change stories are only big enough if predicated by violence - compounds the most vicious consequences across our globe. Why should any Briton pay you a licence fee to do that? permalink
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2004, The 20th Annual Report of Networks Debating Mankind’s Greatest Communications CrisisPost a Comment
C.M.Macrae.email@example.com (CM1) and N.A.Macrae.firstname.lastname@example.org (NM1) ... aSINworld: association Sustainability Investment Networks http://www.bbc.co.uk/dna/actionnetwork/A4205819
2005 on updating at http://frappr.com/brand
By 2004 we feel our networkers’ experiences have shared with us these learnings which Brand Chartering (and associated genres of living and learning brand network architecture) will need to prioritise for do now activation :
The changing economics crisis of Unseen Wealth (first formally reported in DC in 2001 by Georgetown Law School and Brookings Economics Institute) is compounding to peak levels of risk over 2004-2008; the only openly branded system language embedded in economics and so capable of changing it remains entrepreneurial revolution – that Scots have been playing with since the 1840s: when James Wilson founded the economist, and as a time when Scots increasing shipped all over the world to avoid persecution by English accountants (the typical Scot being valued as less quarterly profitable than sheep according to a testimony of my 4? Times great grand father in Arran). We discount the likelihood that Bush will be re-elected because an American president of a nation at war always starts with 10 of non-floating vote (those closely tied up with the servicemen of war)
Regarding the media crisis:
Beyond-Branding constitute the first book in the genre of professional marketers agreeing with the essence of Naomi Klein’s global brand valuation: global brands are the most powerful identities in the world; power can be executed to goodwill or badwill ends where sitting blindly on the fence has the same systemic ending as badwill due to tense human relationships needing caring investment to keep them healthy. This is vital given the disgraceful treatment of Naomi Klein in The Economist (betraying its founders reason for its existence).
BRAND RESPONSIBILITY AND BRAND TRANSPARENCY
By guest editing a journal we discovered that Total Brand Corporate Responsibility cannot act as a separate language that can be salvaged from greenwashing. We hope that 15 year American revisionists of this subject cheerled by Majorie Kelly will find map their needs for new economic democracy as coupling with transparency and conflict resolution audit mapmaking, but in spite of their business ethics network’s passion, this may prove a journalistic bridge too far –as well as too trusting that Minnesota-style ethics exists in Delaware or DC or Maddison Avenue or the UN - without connecting with entrepreneurial system constructs:
Transparency – zero corruption, zero communications disconnects at boundaries, fulfilment of economics primary assumption that urgent news which it is vital for the whole public to hear truly will be disseminated at 100% awareness and no cost. Not an assumption that will ever again be valid in a crowded commercial media world. It can now be seen that the BBC as world service (largest public broadcaster) in the king on the chessboard of humanity economics winning out over the opposite economics of the big get bigger and the speculator wins by bubbling at the cost of every honest person, especially long-term investors like those who simply wish to sustain themselves as pensioners to be.
Taking the state of the media world into account in 2004, we must now shorten the window of opportunity that humanity has left to sustain a better world. We now believe that the furious spin of globalisation as an over-arching system will not be “for turning” after 2012 instead of prior estimates of 2015-2024 . Understanding compound arithmetic – the exponentials of sustainability and of economics having one and the same impact on the future progress of 6 billion beings becomes our number 1 priority as citizen clubs debating how to value world class brands and media worthy of the trust of the smallest voice – in 2004 the Dickensian poorhouse equivalent of Tom is to be found in Africa; like Tom an orphan (but now by HIV); unlike Tom without clean water on tap or the likelihood of any vocational apprenticeship however mean London’s capitals city can be.
The use of the web-log as a map for learning networks around the death-of-distance world is not being practised the way suggested by our experience combined with educators and psychologists in computer assisted learning research for the UK national Development project 1973-1976. News just in regarding the open space and mediation aspects of communications and society: May 2004 London saw the first and 73rd Be The Change 500 person networking event to be held in London modelled after Gandhi’s and Einstein’s recommendations for how leadership transformation can be worked peacefully. It will be held in the Friends House where Gandhi announced to the bemused superpowers of 1931 London that India was on a brand nation mission to become peacefully independent within 15 years. Those reconciliation agents who understand the ethical globalisation and collapsing world cross-cultural debates hosted in London September 2003 will see in London of the 1930s a lot that DC in the 2000s is replaying. Will economics be revolutionised as Keynes did? Will a peacemaking Churchill emerge DC in time for 2010 to be that global revolutionary decade where nations get out of the way of people networking goodwill across global villages?
Cumulative Background: in 1984, Norman and Chris Macrae completed the Entrepreneurial Revolution trilogy which Norman had started as 1976 and 1982 surveys in The Economist. ER1 looked back at the history of great social innovations: how they had almost always emerged from an entrepreneurial being on a mission to improve the life of everyone whose need connected with her or his passion for changemaking 1. Large organisations have not been the source of most change the world inventions though they have historically been needed if machines were required to mass produce. ER2 the service economy changes even the machine capital advantage of systemising around large organisations because it revolves round investment in people and supporting team franchise integrity. Intrapreneurs are studying the changes of governance and styles of leadership this calls for; however when we consider the worldwide web as the greatest media revolution ever to simultaneously confront generation around the world, Intrapreneurial revolutions are but one of many branches of the ER family to map. For example, in the decade 2005-2015 interlocal preneurs who open source social franchises – waving through the www what works for health, education, disaster prevention, ending all roots causes of extreme poverty will be the world’s greatest value multiplying people. There will also be special contexts such as those who open source photosynthesis –in 2004 as in 1984 the only clean energy known to be capable of sustaining humanity’s most productive motivations and nature’s evolutionary partnerships. Photosynthesis debating stages: 1 2 3
May 01, 2004
Big brands, as the world's most costly communications systems, serve when they simplify knowledge of how to connect hundreds of small details in ways that compound human relationship integrity. Communications is where the reality of all organisational systems begins and ends every cycle, and so builds or destroys its future. You can tell whether the future of a brand is growing or destroying by how beautifully the details fit, a living jigsaw that comes together or has been force fitted by a messy 4 year old. For example, service brands depend on detailed actions and learnings of the staff as well as their emotional buzz. Being always on in an 8 hour shift, day after day the organisation of these emotions can only spin one of two ways. Positive buzz with such energies as helping each other, good humour , pride in the whole. Or the opposite passiveness of doing the minimum and at best a false looking smile as they serve you. Ironically many companies spend so much of their brand budget on the 10 details being frothed up by their current advertising campaign that the best insurance against brand destruction is to hire an independent mystery customer (indedpendent of the ad agency and the brand manager who chose how to execute the budget).
Nowhere is this more the case than when a brand's campaign is desperately seeking different (additional) customers. Currently two of the UK's biggest ad campaigns show Marks & Spencers & McDonalds doing just that. The accident of such desperate executions showing back to back each night being one detail an independent observer might question the efficacy of spotting. In M&S's case we are treated to conversations between people who are far from M&S traditional customers saying stuff like if I could come back to earth again I would do so as a M&S fish platter, and telling us smugly as the final punchline of how smart they are to converse in puns such as having a wahle of a time. A patronising style that I feel is highly likely to cause once loyal M&S customers to give the shop a wide birth the next time they sail down the high street. Meanwhile McDonalds is even more explicit in its proposition. Its new salads will bring in smart "new faces" whose presence will make the whole McDonalds experience more stylish. As accidents would happen just before this campaign broke, I had an hour to kill in London. It was raining so I rushed into an M thinking I would have some coffee and work on some file notes. The first 10 tables and chairs I walked around were as sticky as if four year olds had been the previous customers. McDonalds is nothing like the clean ship that Ray Kroc used to run where every employee however temporary was welcomed to a first experience in communal pride by being given a small booklet signed by Ray on why cleaniliness is our crew and customer's dna. The new McDonald's sticky mix of loud propositioning and not exactly clean to your clothes will not attract smart new custom, and maybe the old faces will feel slighted too.
As the previous post also showed, today's extreme irony is that brands are being put most at risk by their ads with nobody auditing whether the customers money is being burnt on disconnecting image-making from reality-serving. Of course this weakness and threat in a competitor's behaviour can be turned into your strength and opportunity. All you need to do is introduce a living script process of the brand. It is the smallest budget and greatest trust contribution a brand mix can systemise into all its stakeholders' lifestyles.
Never in business history have corporations been so measurably in conflict with their greatest purpose. Of course, unless you are a McDonalds shareholder or earnest young worker who wanted to learn in a service industry, nobody needs cry for a McDonalds that loses its way -with its top living in a land of dreams and the bottom-up being trained not to dare question the top's commands. The whole is misfitted by governing only by short-term numbers in a relationships world where the future's value is measurable but not the way tangible accountants monopolise by extreme separability. Numbers rot sets in by disconnecting every way in which the brand needs to live its unique whole and abuses the soul of today's consumer goods namely the service people who need to be invested in rather than booked down as costs to milk and shake. Tragically, the compound consequences of numbers rot were seen last year in NASA's weak ("management culture's") branding of safety, and apply to dozens of other organisations we're mapping for societies concerned about the compounding risk of having organisations in their midst whose biggest system purpose should be safety but whose short-term measures are eroding deep context and whose frothy communications proposition all by divorcing the learning of purpose and emotionally losing all that grows out of the pride of relationships branded in trust. If you need more evidence, or feel in any way concerned about this why not contact us. Seeing the details is believing in all our tomorrows. email@example.com
or you are welcome to join our egroup on designing games around "seeing is believing" permalink
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