Value Art+Com (eBook): The Real Value of Communication (eBook via PDF)

Hello Mainz!
!
By Şükran Ceren Salalı, Value Art+Com Fellow#
!
“Johannes Gutenberg was
our first geek, the original
technology entrepreneur,
who had to grapple with all
the challenges a Silicon
Valley startup faces today.”
—Jeff Jarvis
!
I always enjoy meeting new people from
various countries and different
perspectives as a Sociology student
from Turkey. After doing my AFS
Exchange Program in Belgium and
getting involved in an international peace
project in the Netherlands, I said “why
not to apply the Erasmus internship
Illustration
The Real Value of Communication.1
The initial „g“ stands for god? Or genius?
Or gutenberg? Or google? Or all of it?
program which gives an opportunity to work in different European
countries for 3 months”.

The city of Mainz was a kind of un-existing place for me a few months
ago. I have never heard the name of this beautiful city when I was in
Turkey. I think, and also what I have heard so far, when it comes to
speaking about Germany, is that most of the people from other
countries only know; cities like Berlin, Frankfurt, or Nürnberg, but not
Mainz.
When I have arrived here to start my Erasmus internship in an international
research and publishing company, Value Communication AG in where I get
the chance to work with a professional analyst and the founder of Value
Communication, Andreas Weber, I was fascinated by the rich cultural and
artistic environment of Mainz as the hometown of Johannes Gutenberg and
the surrounding area as a leading centre of the culture of communication.
It was an emotion that feels like a magic from the history but still
existing with its modern face in today’s world. All these feelings and
ideas made me think about the lack of sufficient information and effective
communication mediums about the existence of a 2000-year-old city. On
that moment, I have decided to create a project which we called ”Value
Art+Communication Project“ in order to showcase the real value of
Mainz without turning it to a touristic advertisement. In the very
beginning, I have prepared a scenario considering the steps of my city
experience in Mainz as a project. The scenario I prepared contains
realizing the rich history of the city, taking photos in several points in
Mainz (not only touristic ones), interviewing with people with different
professions who somehow experience Mainz; from minister president of
Rheinland-Pfalz state to international students and from business
executives to artists, and writing blog posts combining the interviews we
called as ValueTalk! and Mainz as a cultural center of communication.

I think, the real value of communication is to experience life itself
without taboos and to be able to live with other living beings by
exchanging ideas and
emotions without
discriminating them. It is
the communication itself
where we can integrate
every aspect of life with
different perspectives.
What makes
communication valuable
is the lifelong experience
each of us has in an
unique way. That’s why
each of candidates I
interviewed by asking the
Şükran Ceren Salalı, Value Art
+Communication Fellow
same question, what is the real value of communication, they answered
in different ways but none of them denied the fact that communication is
valuable and important.
I think the real value of communication for me now, is experiencing the
city of Mainz with amazing people I got chance to meet, home-like
environment in where I work, and the fascinating culture and history
behind. I am very happy to become a part of this experience! —
Danke schön! Tschüss!

1 — Good to Know
Mainz bleibt Mainz#
!
There are only a few cities in Germany that can look back
on such a rich and colorful past as Mainz. The city at the
mouth of the Main into the Rhine, in the heart of Europe,
seems not to be captured in its rich tradition and culture.
By Andreas Weber
!
!
Galerie 1.1 The City of Mainz — Seen by Şükran Ceren Salalı
Easy to discover: Mainz is a leading cultural center on a global level.
1 von 11

Hometown of human culture#
!
Mainz — At a Glance
1. Over 2000 years of urban history have left their mark and
characterize the image of the city of Mainz.
2. People in Mainz are inventive. They are sociable, friendly, helpful
and approachable: Human-to-human.
Human-to-city. And city-to-human!
3. What makes mega cities areal extent, Mainz has in depth.
!
Mainz is alive, metropolitan, cosmopolitan, versatile, integrated in
attractive surroundings, interwined with other economic and
cultural centers in near and far. Over 2000 years of urban history have
left their mark and characterize the image of the city of Mainz — above
and below the ground. Portals, triumphal arches, theaters,
commemorative columns, houses, old roman ships, and more
are handed down from the past, rarely receive.
Mainz as a place of culture and encounter was always a center of
power, which provoked aggression and conquest urge. Whether as an
ancient Roman garrison town, the seat of the Chancellor („Reichskanzler“)
and archbishops, as departmental capital at the time of the French
Revolution and occupation or as a strategic transport hub during the
Second World War: Mainz was never safe from vandalism. But Mainz has
always been supported by people who breathe life to the place. Mainz had
been “multicultural” even the word itself did not exist. From everywhere
people love to come to Mainz; and if they stay they will become friends in
the best neighborhood with the old-established residents — so they often
stay for a lifetime! Others consist of full sympathy in Mainz characters,

think of Marc Chagall and its famous church windows in Sankt Stephan!
But the profane is unlike anywhere else in Mainz: The eventful and
enjoyable weekly farmers market in the shadow of the giant cathedral is
one of the largest and most beautiful of the Republic.
In general: The people in Mainz are very open-minded about
culinary delights, including delicious wines.
People in Mainz are inventive. Not only that, the “Man of the
Millennium“, Johannes Gutenberg his pioneering development of
printing with movable type in Mainz finished floor. Mainz has created
and preserves important socio-cultural developments in the sense of an
expanded concept of culture. From the ”Fassenacht“ (”Carnival“) as an
instrument of political and humorous ”opposition“ on the first public
German citizens to the gallery after-containing Napoleon cult until after
1860 living in Mainz of desire for freedom, independence and
individuality is drawn. The people of Mainz are not egoists despite
everything. They are sociable, friendly, helpful and approachable. The
city delivers its citizens always enough free space, but you have to
know to fill out. This makes Mainz incredibly attractive.
“Art is the perception of reality that applies to question it,” formulated
Guido Ludes, of his adopted hometown Mainz devoted two amazing
books, with hundreds of drawings and dozens of paintings. He showed
us the city of Mainz as an architectural body through the work of people
constantly changing and in motion. The scenery observed by this artist
does not hide his astonishment.

He shared his point of view as an artist unifying the citizens of Mainz
with its buildings as a congenial monument. Publications about Mainz,
designed as a survey of urban life beginning of the 21st century, have
to be beyond the norm.
The ensemble of interviews, statements, short texts, quotations, pictures
and a good typography and design are the special feature of this city
more than fair. It opens up several perspectives
simultaneously: architectural designs and buildings as metaphors for
creation, change and destruction; people who, yesterday, today,
tomorrow characterize the city, to share ideas and observations.
The city is recorded in their history to make their modernity and
timelessness vividly.
Past, present and future as a simultaneous momentum and not
dominated by a linear structure build the guideline to experience
Mainz. The focus is on people, yesterday, today and tomorrow
dominate the cityscape, and feel forever linked to Mainz. Human-to-human.
Human-to-city. And city-to-human!
My take:
What makes mega cities areal extent, Mainz has in depth.
!
!

Galerie 1.2 Gutenberg’s hometown celebrated in an new way by an artist
The Artist Guido Ludes created more than 200 drawings showcasing
Mainz via its streets, squares, buildings and the street life.
!
About the author: Andreas Weber Lives & WORKS since 1978 in Mainz. He is the founder and Chief
Executive Officer of Value Communication AG, Mainz
Note: In 2004 (exactly the year when Mark Zuckerberg founded Facebook), an extraordinary
printed book about Gutenberg’s City got published: “Guido Ludes Stadtlandschaften Mainz II”.
The Artist Guido Ludes created more than 200 drawings showcasing Mainz via its streets, squares,
buildings and the street life. Several dozen statements by people living in Mainz or coming to
Mainz as visitors were integrated. The article “Mainz bleibt Mainz” by Andreas Weber served as the
preface for the book. And its still valid and wonderful. The story seems to be the perfect basis for
the current ValueArt+Com Project (started in 2014) to highlight the culture of communication in
Mainz by answering the question: “What is the real value of communication?”.

2 — ValueArt+Com
About the project#
!
Our ValueArt+Com (i.e. Communication) project got inspired by the
rich cultural and artistic environment of the city of Mainz. The
decision was to experience it in order to find out the interaction
between the rich culture of the city of Johannes Gutenberg and the
real value of communication.
The project became a scenario and includes photographs,
animations and movies taken with a different perspective in various
points of Mainz, interviews by ValueTalk! with people from different
countries and professions who live in Mainz and also ValueCheck!
surveys as a valuable resource to experience the effectiveness of
communication.
Value Art+Com Edition | The Real Value of Communication | @ 2014 All rights reserved | 1"0 of "42

The relevance of communication#
Value Learnings
1. Communication is driven by art and culture.
1. Communication is driving innovation.
2. Any success in our private or business life is driven by the value of
communication.
!
Nowadays, in the age of digital transformation, the importance of
communication reached its highest level and also transformed into
various platforms and tools. In order to become more successful in the
market, everyone and all kind of businesses should adapt their strategies
based on this new face of communication process. Moreover, the
satisfaction of customers become more and more as the center of
business process. For this reason, it is necessary to guide companies on
track of achieving the effectiveness of communication and acquiring
right strategies so as to satisfy their customers and having sustainable
profits. As already mentioned, ten years ago from now, Guido Ludes
(artist), Gregor Krisztian (designer) and Andreas Weber (editor), prepared
the book „Mainz — Stadtlandschaften II“ including various artworks/texts
related with Mainz and short comments by people from different
professions from the owner of a bakery to the minister-president of
Mainz. — Not by chance it may happened exactly in the same year, 2004,
when Mark Zuckerberg founded Facebook! Even though it was a great
resource and a stylish book, so many things are changed in Mainz last
10 years, as is with many other phases of life. Therefore, we think that it
would be very useful to repeat a similar project with new candidates and
a new content positioned in a new context.

The current ValueArt+Com project includes a question: What is the
real value of communication? We got several dozen great answers by
a broad spectrum of people from politics, media, different business
backgrounds, art and education.

!
3 — Great thoughts!
Interviews#
!
Amazing. None of the broad range of our interview partners
denied the fact, that communication has a high value. All of
them loved spontaneously to answer the question ”What is
the real value of communication?“.
Please note: We did those interviews in a road movie
manner, almost un-plugged. The messages, the statements
and the stories were important, even if it was noisy or
dark... — All the interviews are related to Mainz and follow
the spirit of this town.
!
!

The real value of
communication…#
!
By Şükran Ceren Salalı, Value Art+Communication Fellow
!
Value Learnings
!
1. There is a common sense: communication is important and has a
high value. — So the alternatives are: Communicate or fail!
2. There are many different ways to create the real value of
communication. In fact, the real value of communication has multiple
faces.
3. Politicians and business experts need good communication
(providers) to reach their goals. They don’t want to lose control!
4. Young talents as purely Digital Natives use smart technologies at its
best to get connected, to interact, to exchange ideas and to avoid to
be lonely.
5. Artists are always facing the biggest challenge. No art, no
communication. And vice versa. They rely on the very best
communicators.
6. At least: The art of communication creates value! Value creation has
to rely on the real value of communication, much more than anything
else!
!
!
!

As a part of ValueArt+Com Project, beside some prominent and very
well established people I have also interviewed with international
students who experience the city of Mainz by asking them the same
question, what is the real value of communication, so as to learn their
points of view. I would like to thank my friends for supporting this
project. I am very happy to meet them, like many other friends I have
met here who made my stay a lot nicer while we were creating
wonderful memories and experiencing the city of Mainz together.
Some useful background information:
The Erasmus Program (European Community Action Scheme for the
Mobility of University Students) is a European Union (EU) student exchange
program established in 1987. Erasmus+, or Erasmus Plus, is the new
program combining all the EU’s current schemes for education, training,
youth and sport, due to begin in January 2014.
The Johannes Gutenberg University of Mainz (Johannes Gutenberg-
Universität Mainz) is one of the best universities in Germany, named after the
fabulous inventor and Man of the Millennium, Johannes Gutenberg. With
approximately 36,000 students (2010) in about 150 schools and clinics, it is
among the ten largest universities in Germany. Starting on 1 January 2005
the university was reorganized into 11 faculties of study.

Andreas Weber on: What is the
Real Value of Communication? #
!
This good question is easy to answer: the real value of communication is
creating value via communication!
But what does it mean?
Talk to each other!
Listen to each other.
Understand each other.
Like each other.
Even if you don’t, respect each other.
The dilemma:
Most of us fail. Most of us are not able to listen. Most of us are not able and
willing to understand!
We don’t care. We just talk. We just act. We just want to do something which
seams to be good for us.
My advice to access the value of communication:
If you want to create value, just stop your stupid talk and behavior. Just listen
and learn. Learn how to learn. Respect the value of communication. Respect
other human beings, the nature, the animals. Everything which is different,
but valuable. It’s that easy.
!

Think about it:
Learn how to like yourself. Don’t be selfish.
Learn to listen.
Learn (in the right way) how to use media and technologies.
Learn to understand the value of art, culture and communication.
Learn and practice. — And re-learn every day, every minute, every second.
Become a very smart communicator to create the value of communication
by valuable communication.
It’s that easy! — Just do it!

Side effects: Great inspiration#
!
Two weeks ago, mid of July 2014, there was loud club music being
played in the late night very often around our building. One day
morning, I met my neighbor who lives next to my door. I call her
„Oma“ [nice german word for grandma], because she always gives me
the warm feeling in this foreign country. She is at the age of beginning 70,
silver hair and very slim. Compared to the people at her age, she is very
active and open minded. We get alone with each other very well after I
moved there. I told her these days there is always loud music playing
during the midnight. She told me that is the new neighbor who lives
above her, she already asked that neighbor to turn down the volume
however it seems not working…
Perhaps due to I live long time enough in Germany, my reaction to her
was that we should call the police to stop such behavior. However, she
smiled at me slightly and told me that she will do something differently. A
week later after that conversation we met on the floor of our building. I
asked her, if that neighbor moved out, there was no more loud music
playing during the late night. She told me every early morning she turned
her radio on with loud tone. That young neighbor might have many short
nights to sleep and changed the habit! All of sudden, I was inspired by
her charming way of handle the situation. During our daily private and
work life, we get used to the certain way of thinking and conducting but
not thinking about the better way to handle it with innovative method. To
me, charming strategy of Oma to solve such common issue during the
daily life is kind of art. It stopped the stupid behavior of showing no
respect to the other neighbors and it achieved the great result.

Isn’t it amazing?! Now, when I recall what I have experienced these days
about ‘ValueCheck!’ and ‘ValueArt+Com’ project. — There is no doubt
to realize how much we can inspire each other by communicating
with each other. As Malu Dreyer, who I had the pleasure to meet face to
face at „Pressefest 2014“ mentioned during the ValueTalk! interview,
‘communication has very high value, without it, problems cannot be
solved’.
Nowadays, the common phenomenon exists in the companies: valuable
communication only happens after problems appear. Why not to avoid
the problems in advance by communicating at earlier stage? Therefore,
in my opinion, ‘ValueCheck!’ project provides great opportunity for the
companies to review their daily.communication process and being
inspired by checked. Don’t wait, just check it J! —Blogpost by Yajing
Huang, Mainz.

4 — Become smart
Appendix#
!
The real value of communication leads to success, its so
important and helps us to optimize our goals.
We should always listen to art and culture to improve our
communication knowledge & skills.
There are some more options and ideas we want to share
with you. So please continue reading!

Communication has to be smart!#
!
Value Learnings!
1. Smart Communication enables relatedness
2. Smart Communication is always seamless and integrated
3. Smart Communication enables smart Social Media usage — beyond
Facebook!
!
Almost seven years before now, in 2007, CEO and the brain of Value
Communication AG, Andreas Weber, wrote a “smart communication
white paper” in order to create a thought-provoking guideline that is
named Smart Communication: Reaching Engaging Communication
Beyond Ourselves. In fact, since that time, he shared his POV with more
than 50k executives around the globe. My take: The white paper not only
shows how foreseeing analyst and the expert of communication Andreas
Weber is, but also draws readers attention to various important facts
about the effectiveness of communication in the Social Media Era.
In the text, in order to show the effectiveness of communication the
term smart communication is used. Applications that belong to smart
communication are characterized as completely seamless and
integrated.
What is still very relevant for today in the age of digital transformation,
the growing gap between technology-weak corporations and
technology-smart consumers, has already been mentioned by Andreas
Weber seven years ago in a time when via Facebook, Twitter & others

the communication world changed in an irreversible way. The important
thing is, this growing gap causes services to fail and then immediately
the dissatisfaction of the customer occurs. On that moment, smart
communication techniques should step in so as to abolish the
dissatisfaction and to strategize the whole business process.
The secrets of smart communication
The components of communication should take into consideration first
in order to understand the real meaning of smart communication. These
components are communicators (senders&receivers of messages),
message (the content), medium (the particular means of conveying the
message), channel (connector of communicators and accommodates
to the medium), code (a system of meaning shared by a group), noise
(any interference distorting or degrading the meaning of the message),
and context (where all communication takes place). Those
components built a symbiosis to create the real value of
communication.
If you re-think what has changed through Social Media, you will see
that beside existence and growth relatedness is a key issue. So its not
about connectivity anymore, which is already given. Its about building
relations as the foundation of the real value of communication.
Dialogue as the core of a relationship is very crucial to orientate the
relatedness. A smart dialogue increases brand image, loyalty and
sales. Also, a smart dialogue constitutes a smart relationship that
reunites producer and customer which are also named as sender and
receiver.
Our Take: In the past, before web 2.0 and Social Media, brand dialogue
was a monologue with advertising rather than a smart dialogue. It used

to be slow and tedious. What smart communication provides us is a
win-win effect for both the consumer and the brand. So, if when it
comes to defining smart, smart is fun and easy, useful, understandable,
personal, simple… Smart is communication… or let´s call it in the way
Andreas Weber defines it: Smart communication is a breath of fresh air!

“Communication leads to community, that is, to understanding,
intimacy and mutual valuing.“ —Rollo May
“Something Old will become Something New!“
Our Commitment as a company in Mainz, Value Communication AG, a
global research & publishing company that is located in an over 2000-year-old
city with a rich cultural history and art, has a philosophy as “you cannot
know what you do not know”. In other words, our brains are not tools or
containers, but these are interfaces to a smart life.
Therefore, Value Communication provides you to rent a brain so as to
train your brain! Let us to accompany you on the way of knowing what
you do not know (yet).
!

Our Principles based on our Value’s philosophy:
1. Value Communication strategizes a disruptive approach in order to
kill ongoing analogue thinking in the daily life.
2. The performance promise of Value Communication is connecting
innovation to profit.
3. Value Communication supports the interaction based on the
unification of Social & Human-to-Human.
4. Value Communication guides companies on track of increasing
their customer benefits with advice, knowledge and connectivity.
5. T he effectiveness of communication and the efficiency of
communication processes are developed with innovative tools and
methods by Value Communication such as ValueCheck!, ValueTalk!
and ValueLearning! (via Value Academy).
6. Relatedness is important! Therefore, Value Communication aims to
extend its connections both nationally and internationally, and guides
others to do it as well.
7. Our approach is enlightened by rich art and culture of the
environment we live in which is connected with innovation and
communication.
Like it is in the city of Mainz/Germany, we do not let bygones be
bygones, however; we let the old and the new to merge and
complementing each other. Communication is the key for successful
businesses, healthy relationships and business partnerships and
profitable growth. That’s why we value communication!

5 — Become a savvy
!
There is no doubt that the combination of Dialectic,
Hermeneutics and „Innovatik" come as the perfect trio to
guide not only those who are willing to become
communication professionals (or better best-in-class
communicators) and influential analysts, but also those who
are willing to become successful as professionals
connecting innovation to profit.

Contribution to Hans-Georg
Gadamer#
!
Hermeneutics — the hidden success driver
!
1. Learning the real value of communication is not only a process.
2. Hermeneutics is the methodology that provides the way of mastering
in art of interpretation to create context.
3. When it comes to Dialectic as a more creative discourse then
language, tonality, mimics and gestures play an important role.
4. „Innovatik" as systemic innovation management approach makes a
big sense.
!
Learning the real value of communication is not only a process which
one can experience communication itself by interacting with people and
the environment, but also a process of acquiring the main philosophy
including dimensions and essentials of valuable communication. For the
first time, a spreadsheet is prepared to showcase these dimensions
and essentials by Value Communication AG in Mainz. In order to
become an effective communicator, one should concentrate to combine
these three dimensions such as Dialectic (as a more creative
discourse), Hermeneutics (as the sense of purpose) and ”Innovatik“
as systemic innovation management approach) as cited above in the
chart.
As one of the very important parts of valuable communication,
Hermeneutics is the methodology that provides the way of mastering

in art of interpretation to create context. The methodology actually
started as a legal and theological conception governing the
interpretation of civil war, however; thanks to smart and effective
philosophers like Hans-Georg Gadamer as a godfather of
Hermeneutics, it becomes a valuable phenomenon to experience
valuable communication in the best way. Unfortunately, today
Hermeneutics is not valued as much as it deserve. Nevertheless, we
should keep in mind that Hermeneutics is far more effective and
essential than before as humankind need to be able to analyze aspects
around her via reaching the sense of purpose in the best way.
Dialetic enables creative interaction.
„Innovatik“ manages connectivity!
When it comes to Dialectic as a more creative discourse then
language, tonality, mimics and gestures play an important role. Our way
of dealing with arguments and contradictions and preparing attractive
speeches requires us to focus more on Dialectic. Being empathetic and
using rhetoric in an influential ways form Dialectic as a segment of
valuable communication and the interaction with the Audience is crucial
to communicate better. Also, without critical ability and responsiveness,
we are not able to create a healthy business relationship and to
integrate in B2B and H2H aspects properly.
As the third segment of dimensions and essentials that make
communication valuable, ”Innovatik“ as systemic innovation
management approach makes a big sense. Innovation by technology
needs valuable communication to enables interaction/ interactivity,
networking (the Cloud Principle), being systematic, having useful/
profitable options, following advantageous and simplistic opportunities,

and also benefiting from WIN-WIN-WIN-Principle as a manufacturer,
buyer and any customer´s customer.
!
Our take: All of these useful and effective aspects to experience
valuable communication have been used in our project Value
Art&Com Project on track of searching the real value of
communication via the interviews, comments and also cultural and
historical researches we have made so far. The spreadsheet by
Andreas Weber was the scientific base of our project to analyze each
step and to interpret our findings and results. There is no doubt that
the combination of Dialectic, Hermeneutics and ”Innovatik“ come as
the perfect trio to guide not only those who are willing to become
communication professionals (or better best-in-class
communicators) and influential analysts, but also those who are
willing to become successful as professionals connecting innovation
to profit.

6 — Gutenbergs Traum (Gutenberg’s Dream)
Epilog#
!
We want to share a special story with you. Written by Andreas
Weber. It is about Johannes G. and a dream he had once. Because
he didn’t know english, his dream description is in german
language. If your german isn’t quite well enough, Google Translate
may help (or not!).
Diese Geschichte ist frei erfunden. Deshalb trifft sie voll und ganz zu!
Von Andreas Weber, Mainz

Unruhig wälzte er sich hin und her. Jahrhunderte in himmlischem Schlaf
zu verbringen, ist auch kein leichtes Unterfangen, brummelt er
missmutig vor sich hin. Umtriebig wie er auch nach fast 400 Jahren seit
seiner Geburt noch war, beschloss der geniale Tüftler, auf die Erde
zurück zu kehren. Ein wenig Bewegung tut gut, schummelte er, um eine
Legitimation zu konstruieren, heimlich durch die knarrende Petrus-
Pforte nach draussen zu gehen. Flugs kam er voran, fast zu schnell, um
die rechte Orientierung zu finden. Er landete nacheinander in Prag,
Wien, Heilbronn und weiter nördlich in Hanau. Und je näher er seiner
Heimatregion an Rhein und Main zu kommen schien, um so neugieriger
wurde er. So kam es, dort in Hanau, dass er zufällig hörte, wie sich zwei
Passanten über einen geheimnisvollen Mann unterhielten, der einst als
Kind kurz in ihrem Städtchen gelebt hatte und über München und
andere Stationen ins benachbarte Offenbach gekommen war, um den
chemischen Druck zu praktizieren. Der Himmelsflüchtling hielt inne und
stammelte vor sich hin: „Ans Setzen und vor allem ans Drucken kann
ich mich noch gut erinnern. Aber ich, ich habe doch alles verloren, weil
die Chemie nicht stimmte, vor allem zwischen mir und diesem Fust. —
Von wegen chemischer Druck.“ Beinahe ärgerlich führte er seinen Weg
am Main entlang fort, um schnell zu dessen Mündung zu gelangen. Wie
der Zufall so spielt, sah er Offenbach wie zwei Männer sich
verabschiedeten. Der eine dynamisch, voller Tatendrang und in der
Abreise begriffen, der andré vornehm und aufmerksam, dem
Abreisenden gutes Geleit ins ferne London wünschend. In der
Hoffnung, ihn bald wohlbehalten wieder in Offenbach sehen zu können.
Unser Himmelsflüchtling spürte ein heftiges Ziehen im Leib, das er sich
kaum erklären konnte. Ach, wahrscheinlich immer noch diese Chemie
mit ihren Nachwirkungen, schimpfte er, als er an Höchst vorbeieilte.
Und schon kam er in seiner Heimatstadt an, direkt an der Mündung des

Mains in den Schoß von Vater Rhein. Voller Wonne dachte er: Na, die
werden aber überrascht sein und mir sicherlich einen freudigen
Empfang bereiten.
PUSTEKUCHEN. Kein Mensch erkannte ihn. Die Stadt war völlig
desolat, sein Geburtshaus stand nicht mehr. Erst haben die Franzosen
und dann die Deutschen bei der Rückeroberung im Revolutionskrieg
alles in Schutt und Asche gelegt. Ziemlich frustriert und dann durchaus
angriffslustig beschloss er, sich das Prinzip einer Revolution zu eigen zu
machen. In den Himmel zurückgekehrt, bereitete er aus luftiger
Perspektive wohl überlegt sein Comeback als Revolutionsheld vor. Gut
Ding will Weile haben, erkor er sich zum Motto. Was Du brauchst, ist
erstmal ein Denkmal — mitten in der Stadt und und von Meisterhand
gefertigt. Damit Dich jeder jederzeit sehen kann: SICHTBAR werden
und bleiben, jawohl! Und wer den Mantel der Geschichte umlegt, wird
in der Zukunft nicht frieren, sinnierte unser Mainzer Himmelsgänger.
Eine Weile später hatte er es bereits geschafft, eine Jahrhundertfeier für
sich selbst zu initiieren, so grandios, dass sogar ein Museum in seinem
Namen gestiftet wurde. Und das war nur der Anfang. Mit der Rasanz
der Druckmaschinen verbreitete sich die Kunde von der Gutenberg
Galaxis. Die klügsten Köpfe beschäftigen sich mit ihm. Trotz Schnell-und
Rotationspressen wurde seine Presse, das ORIGINAL, nachgebaut
und mit riesigem Erfolg auf Weltreise geschickt, Viele Schriften wurden
ihm gewidmet, wohlfeil gedruckt, herrlich illustriert.
Seine Bibelausgaben wurden nicht nur in den feinsten Museen dieser
Welt gehütet, sondern auch in Faksimile-Drucken herausgegeben. Die
Mainzer Universität widmete ihm einen Lehrstuhl, eine Gesellschaft
seines Namens gründete sich, inklusive eines stattliches Jahrbuchs
sowie einem internationalen Preis. Tja, dachte der Mainzer, wenn man
sich nicht selbst um alles kümmert und geschickt die Fäden zu Netzen

spinnt… Er lehnte sich entspannt zurück und beschloss da sein Erbe
dauerhaft gesichert, das Leben von nun an himmlisch zu genießen.
Munter wanderte er fürderhin im Paradiesgärtelein umher, stets
gelassen und dem Neuen aufgeschlossen. Gerade auch, als er einen
gänzlich in sich versunkenen Mann sah, der beinahe missmutig auf die
Erde hinunterblickte.
„Was liegt an, Gevatter?“, sagte er. Und dachte bei sich: Hm, den kenn
ich noch, als es ihm besser ging. „Ist Ihnen die Reise nach London
nicht bekommen? Stimmt was mit der Chemie nicht?“
„Doch, doch, danke der Nachfrage. Das ist ja aber etliche Generationen
her. Seitdem ist viel passiert – und, ich sag’s Ihnen ganz offen, ach, die
Welt, sie hat mich vergessen!“ – „Wer sind Sie denn, dass sich an Sie
erinnern sollte?“ – „Nun, ich bin der, der Gutenbergs Erbe antreten
wollte!“ – „Na, davon sollte ich wissen“ (kichert).
Der andere drehte sich erschrocken um und schaute unseren Mainzer
an. „Oh, Meister Gensfleisch. Lachen Sie nicht über mich!“ –„Gemach,
gemach werter Freund, ich lache nicht über Sie, sondern darüber, dass
ich vor längstens 200 Jahren vor der gleichen traurigen Erkenntnis, ich
sei vergessen, stand“ Und G erläuterte seinem unglücklichen Kollegen,
wie alles sich zum Guten wenden ließ. „Ach, bei Ihnen mag das
geklappt haben, aber bei mir?“ – „Nicht mutlos werden, es braucht
einfach nur Initiative und pfiffige, unkonventionelle Ideen. Aber erzählen
Sie mir einmal, was Sie da überhaupt ausgetüftelt haben, lieber
Kollege.“
Und der (in sich) Versunkene erzählte, wie er vom Schreiber (beim
Bestreben, ein Verfahren zur Schriftgewinnung), zum Drucker und
Erfinder des Flachdrucks mit Spezialtinte wurde. Wie die berühmtesten
Künstler seine neue Technik des Druckens vom Stein aufgriffen, ebenso

wie die Tüftler und Drucker. Wie andere sogar noch zu seinen Lebzeiten
den lithografischen Dreifarbendruck zelebrierten.
„Das Geheimnis lautet also: Durch emsiges Nachdenken
vorgezeichnete Wege einzuschlagen? Ja warum machen Sie, lieber
Kollege, das nicht selbst, um Ihr Erbe zu sichern?“ – „Ach alleine
schafft das ja heute keiner mehr; das war zu Ihrer Zeit noch ganz etwas
anderes, werter Gensfleisch. Die Erinnerung an Sie ist lebhaft wie nie
zuvor. Sie werden, wie ich gerade vernehme, als Mann des
Jahrtausends im Internet und auf der Opernbühne gefeiert. Hier steht
es, in diesem Druckwerk schwarz auf weiß und bunt bebildert.“ – „Alle
Achtung, das wusste ich noch gar nicht. Aber hoppla, wie ist das
gedruckt, so wohlfeil, mit Farben und Glanz?“ – „Na ja, man hat eben
das chemische Verfahren weiter ausgefeilt…“ — „Das ist doch
eindeutig, lieber Kollege: Ohne ihre Werke gäbe es die Erinnerung an
mich überhaupt nicht in diesem Maße. Damit sind wir quitt!“ – „Jetzt
übertreiben Sie’s doch ein wenig…“.
„Nein, nein gar nicht, denn, Donnerwetter, wenn ich es recht sehe,
haben Sie, lieber Aloysius, etwas geschafft, was mir verwehrt wurde.
Sie haben dem Drucken sowohl die Wege in die Künstlerateliers
geebnet als auch die modernen Produktionsverfahren
vorweggenommen, die das Drucken aus dem Handwerklichen heraus
zur Königsdisziplin der Kommunikation erhoben haben. Hut ab vor
diesem Lebenswerk und Geschenk an die Menschheit!“ – „Was nutzt
es, wenn keiner mehr davon Kenntnis hat?“ – „Nun bitte nicht Trübsal
blasen. Substanz ist reichlich vorhanden, man muss nur einen neuen
Nutzen stiften.“
!!

!!
Gutenbergs Traum (Gutenberg’s Dream)
A beautiful story, sounds like a funny fantasy.
But it is so true! TX to Dr. Otto Martin for publishing it using Gutenberg‘s
technology!
!
Hinweis: Die Fotos entstammen einer ganz besonderen Publikation von „Gutenbergs
Traum”. Gefertigt unter der Leitung von Dr. Otto Martin per Bleisatz und
Handpressendruck in einer Auflage von 100 Exemplaren. Dies erfolgte im Rahmen des
Projekts „Drucktherapie für Bildschirmgeschädigte” im Team mit Studierenden des
Instituts für Buchwissenschaft der Johannes Gutenberg-Universität zu Mainz, im
Sommersemester 2002.

7 — Knowledge Mediation
ValueCamp#
!
It is not by chance that the ValueCamp initiative and
project will start and take place in Mainz, Germany — the
hometown of Johannes Gutenberg and and the hometown
of the Culture of Communication. It is a line extension of
our ValueAcademy work thousand of professional from 30+
countries joined already.
!
”What we need today in business are smart communicators.
Beyond Facebook! Aligned with the culture of communication! Only
smart communicators are able to create interaction to unify Social

!Technologies & Human-to-Human needs.”
Andreas Weber, Founder and CEO Value Communication AG
!
Challenge
Today, almost everyone thinks that communication has a high value. But
most of us don’t know how to identify and how to use the real value of
communication to optimize the business success. As digital natives,
everyone uses Facebook, Twitter and many other digital
platforms, however; being a smart communicator is something
else beyond Facebook, which requires to be not only a digital native, but
also to be a digital savvy by using relevant online platforms effectively
after learning the real value of communication.
Solution
Value Communication AG offers an idea under the name
of ”ValueCamp“ so as to convert smart technologies into smart
communication on track of learning the real value of
communication. ValueCamp supports candidates to learn in the most
effective and most profitable way by focusing on high technology and
media usage skills and bringing art, culture and communication together. It
is a new approach. Based on decades full of practice and experiences in
valuable communications. And last but not least: we respect always all
kind of skills and the talent of ValueCamp attendees to get enriched. — We
promise: ValueCamp gets the best out of you!
How ValueCamp works

ValueCamp can be done all year around, with individuals or in groups of up
to 7 participants and time between 2 weeks (groups) and 12 weeks (one to
three participants) accompanied with a professional analyst and the CEO
of Value Communication AG, Andreas Weber. Even One-to-One Coachings
are possible. As a first candidate of ValueCamp, Şükran Ceren Salalı from
Istanbul has published her new interactive iBook The Real Value of
Communication — Experience our game changing scenario: Mainz–
Hometown of the culture of communication in which she explained her
value learnings about the real value of communication during her stay in
Mainz and her Value Camp experience for 3 months in Summer 2014.
Advantage of Mainz as a center of culture of communication
Mainz is a perfect city to experience the real value of communication with
the rich culture and history behind. Based in Mainz, the ValueCamp
organizer, Value Communication AG, is an international research and
knowledge mediation service provider for communication and interaction
(mainly in B2B) and, already being in good relationships with talented
professionals specially from China, Turkey, Brazil and last but not
least Germany (Mainz).
Since 2009, we have coached and promoted students and post-graduates
from Turkey and those from Germany who studied in foreign countries and
came back to find a job. Beside this we advised and supported since 1995
young Creatives to start-up their own communication service businesses.
They benefited from our profound experience and insights to optimize
their own business models and to speed up their go-to-market success. It
is related to the well known ValueServices “Advice, Knowledge,
Connectivity“ which are to be used by “Rent-a-Brain“ or by project
business for clients.

How to get started
1. S u b s cribe for free to our ValueTrendRadar blog, one of the best
knowledge compendium for communication, art and culture
(posts in german and english language).
2. D o w n load for free our amazing interactive Value Art+Com
iBooks. Specially “ValueTrendRadar iBook“.
3. B o o k a personalized workshop or coaching to catch the spirit
of the real value of communication (Face-to-Face in our
beautiful office or via Webex online sessions).
How to proceed
Experience in a smart way how to benefit from our smart
knowledge and to become a smart communicator.
Contact: Via Facebook, Twitter or by Email
Note: Our ValueCamp services are also available for companies. We recommend to start
with a ValueCheck! and ValueTalk! to identify quickly the real demand and individual
needs and to create a roadmap for companies learnings and tasks.
!

!!!!!
Galerie 7.1 Kick-off at ”Gründergrillen“ in Mainz
We had the pleasure to present ValueCamp as a Start-up project on August 21st., 2014 in
Mainz at “Gründergrillen” event. The around 100 attendees liked it and welcomed it!

!
Imprint:
The Real Value of Communication
Available as interactive book for iPad incl. videos
and animations on Apple’s iBook store as well
!
!
!
© 2014 By Value Communication AG, Mainz/Germany
Interviews, introduction and comments:
Şükran Ceren Salalı, Value Art+Communication Fellow, Istanbul
sukransalali7@gmail.com
Editorial, special text features, animations and production:
Andreas Weber, Mainz | a.weber@value-communication.com
Painting of Johannes Gutenberg (cover and editorial):
Dr. Ying Lin-Sill, Artist in Residence at Value Communication Office,
Mainz | linsillying@gmail.com
Introduction Video-Animation:
Laurenz Sill, Mainz | laurenzlin.sill@facebook.com
Contact:
Value Communication AG, Walpodenstr. 1, 55116 Mainz/Germany
@ValueCommAG (Twitter) | https://facebook.com/ValueCommunicationAG
Blog (free subscription): http://valuetrendradar.com
a.weber@value-communication.com

Hello Mainz! ! 1!
By Şükran Ceren Salalı, Value Art+Com Fellow! 2!
Mainz bleibt Mainz! 5!
Hometown of human culture! 6!
About the project! 10!
The relevance of communication! 11!
Interviews! 13!
The real value of communication…! 14!
Andreas Weber on: What is the Real Value of Communication? ! 16!
Side effects: Great inspiration! 18!
Appendix! 20!
Communication has to be smart!! 21!
Contribution to Hans-Georg Gadamer! 27!
Epilog! 30!
ValueCamp! 36

Value Art+Com (eBook): The Real Value of Communication (eBook via PDF)

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