Reimagining a World Based on Trust
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Featuring: Jerry Michalski, Founder, The Relationship Economy eXpedition April Rinne, Head of the Sharing Economy Working Group, World Economic Forum View the recording of this presentation in the SB Library: http://www.sustainablebrands.com/digital_learning/event_video/next_economy/reimagining_world_based_trust
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Reimagining a World Based on Trust
- 3. Jerry Michalski & April Rinne Sustainable Brands 2014 June 2, 2014 Reimagining a World Based on Trust Albert Robida 1
- 5. TheREXpedition.com Why is it Compulsory? 3
- 6. TheREXpedition.com We’ve been designing from mistrust. 4
- 7. TheREXpedition.com We don’t trust you. 5
- 8. TheREXpedition.com Normal things are abnormal 6
- 9. 7
- 10. 8
- 11. 9
- 12. TheREXpedition.com Unexpected help "Whenever communication is primarily aimed at promoting consumption or manipulating others, we are dealing with a form of violent aggression…" ! – Pope Francis Communication at the Service of an Authentic Culture of Encounter 10
- 14. TheREXpedition.com Better words Customer Client Student Patient Audience Individual Fan Family Guest Participant Member Household Citizen User* Ally *which some people can’t stand, but I really like 12
- 15. TheREXpedition.com Better words Customer Client Student Patient Audience Individual Fan Family Guest Participant Member Household Citizen User* Ally *which some people can’t stand, but I really like 13
- 21. TheREXpedition.com We "consumerized" everything. 19 Consumer Goods Health Care Elections Entertainment Money Sports Childhood Home Food
- 22. TheREXpedition.com We "consumerized" everything. 20 Appearance of abundance Snipped us away from… Nature Responsibility One another
- 23. TheREXpedition.com Now: Nirvana! • People pouring everything online • Big Data! Internet of Things! • Social media marketing • Behavioral Economics • Neuromarketing 21
- 26. TheREXpedition.com Trust is the new differentiator. 24
- 28. TheREXpedition.com – Jimmy Wales (Wikipedia) – Craig Newmark (Craigslist) “People are generally more trustworthy than we think they are.” 26
- 29. TheREXpedition.com What if we trusted you? 27
- 30. TheREXpedition.com What if we trusted you? 28
- 31. TheREXpedition.com Four examples • Wikipedia • Traffic Calming 29 • Microfinance • Sharing Economy
- 34. TheREXpedition.com Wikipedia Edit this page 32
- 36. TheREXpedition.com ***** April microfinance ***** 34
- 40. TheREXpedition.com But there's more to trust... 38
- 44. TheREXpedition.com Seoul **** back to Jerry **** 42
- 47. TheREXpedition.com Levels of trust Not Trustworthy Trustworthy 45
- 48. TheREXpedition.com Levels of trust Not Trustworthy Trustworthy Trusted Ally Passive Active 46
- 49. TheREXpedition.com Trusted ally in: • Health Care • Wealth • Food 47 • Marketing • Leadership • Innovation
- 50. TheREXpedition.com How to Design from Trust • Out: going to war, driving cattle and “consumers” • In: relationships, community, values, meaning • Start by trusting (fix for bad actors later) • Serve, don’t stalk • Become a trusted ally 48
- 51. TheREXpedition.com Thanks! 49 Jerry Michalski jerry@sociate.com @jerrymichalski REX: the Relationship Economy eXpedition TheREXpedition.com April Rinne april.rinne@gmail.com @aprilrinne Sharing Economy | Shareable Cities
Notes de l'éditeur
- give you a way of seeing change that’s based on trust. start by asking some questions about things we take for granted
- we don’t trust that… not very sustainable how else? don’t want to be like that intersection in Mumbai!
- we don’t trust that…
- We don’t even trust ourselves. But it’s not the human state. So we build systems that control, rather than empower. We aim for efficiency and scale, but snip away interdependence and responsibility.
- Normal things are abnormal. Things you take for granted. So far, so good. Unfortunately, the world of marketing and advertising is rife with mistrust. Mixed messages. Looks like ad pitch, but going to war.
- language of advertising is language of military campaign
- trusted? breaking trust. driving eyeballs
- “consumer” is a defense mechanism to create psychological distance!
- occasional claims that aren’t quite true
- even our homes, childhoods,
- occasional claims that aren’t quite true
- occasional claims that aren’t quite true
- even our homes, childhoods,
- even our homes, childhoods,
- Or is it?
- Relationship of control
- more like an equal partner the path is through Trust
- you may be thinking: we have this down, but I want to challenge that. this may sound weird to say, but you want to be on the right side of trust.
- explain stalking
- Nahuatl, just for fun
- Nahuatl, just for fun
- Nahuatl, just for fun
- intentionally provocative.
- Binary, right?
- Not Trustworthy: man behind the curtain Trustworthy: see, open the curtain Trusted Ally: come behind the curtain; let’s cooperate!