15. WHAT CAN YOU FREE UP?
Free
1
What intangible
can you extract
from a material
element?
What intangible
can you bundle it
with to make it
more immaterial?
With what
intangible can
you replace
a material element?
A B C
1
16. WHAT CAN YOU FREE UP?
Free
1
1EXAMPLE:
Personal data,
data, data,
data…
17. HOW DO YOU WANT TO SHAPE THE MATERIAL WORLD?
Shape
2
2
CREATE
NEW
ELIMINATE
OLD
INCREASE DECREASE
18. HOW DO YOU WANT TO SHAPE THE MATERIAL WORLD?
Shape
2
2EXAMPLE:
Industrial
internet.
19. 3WHAT CAN YOU MAKE TANGIBLE?
Flow
3
Which immaterial
elements would
you like to make
more concrete?
Where are immaterial
elements flowing to at
the moment? Can this
flow be channeled?
If an immaterial
element were
concrete, what
would it be?
A B C
20. 3WHAT CAN YOU MAKE TANGIBLE?
Flow
3
EXAMPLE:
Expressing
emotions
through social
media.
21. 4HOW WILL YOU AMPLIFY THE IMMATERIAL WORLD?
Amplify
4
Map out how you already
amplify the immaterial world?
Think about what you’d like the
immaterial world to generate?
A
B
22. 4HOW WILL YOU AMPLIFY THE IMMATERIAL WORLD?
Amplify
4
EXAMPLE: Knowledge sharing.
23. 5
CAN YOU PLAY WITH OTHERS?
Ecosystem
5
Isyourecosystem
openortightlycontrolled?
Doyouplaytheroleof
hostorepiphyte?
24. An open role is optimal for creating immaterial
value. It brings reach and scale. It’s relevant for
services that aim for large user or customer bases.
Ecosystem
5
OPEN
OPENDO YOU WANT TO OPEN UP THE SERVICE TO
CUSTOMERS, SO THEY FEEL THEY OWN IT?
25. Ecosystem
5
Theoretically, it’s easier to create financial
results with this type of service, as
provision can be controlled.
CONTROLLED
CONTROLLED
DO YOU WANT THE SERVICE TO REMAIN CONTROLLED,
SO IT RESEMBLES A MATERIAL PRODUCT?
26. Ecosystem
5
Your service reaches a large user base, but
has an operating environment that’s more
difficult to control.
EPIPHYTE
DO YOU WANT YOUR SERVICE TO BE
A PART OF OTHER SERVICES?
27. Ecosystem
5
As a host, your service can develop
rapidly as all of the epiphytes it
contains develop.
HOST
DO YOU WANT TO MAKE OTHERS
PART OF YOUR SERVICE?