2 degrees of separation - digital marketing show 2013 - roland harwood, 100%open
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100%Open 2013
2 Degrees of SeparationDigital Marketing Show 28/11/13
April 10, 2023 1
April 10, 2023 2100%Open 2013
The Birthday Paradox
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What are the chances that two people in
this room share the same birthday?
April 10, 2023 3100%Open 2013
The Birthday Paradox
The probability of 2 people sharing the same birthday is more likely than it is unlikely (i.e. over 50% probability) with just 23 people in a group, and virtually guaranteed (i.e. 99% probability) in a group of just 57 people.
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April 10, 2023 4100%Open 2013
2 degrees of Separation
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“No matter who you are, most of the
smartest people work for
someone else.”
Bill Joy, Sun Microsystems
© 100%Open 2012April 10, 2023 5It’s a small world…
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“The world isn’t getting smaller, the
networks are getting bigger”
Greg Hadfield
April 10, 2023 6100%Open 2013
The Net Works
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“Networks are the
new companies.”
Nilofer Merchant
7100%Open 2013April 10, 20233 Minute Joint Venture
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100%Open 2013
3 Minute Joint Venture
1. Find somebody you don’t know
2. Explain what you do.
3. Find out what your partner does.
4. Agree what you could do together.
5. Give your joint venture a name.
April 10, 2023 9© 100%Open 2012
“Connect on your similarities, and benefit
from your differences.” Valdis Krebs
Connect the Dots
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© 100%Open 2012April 10, 2023 10The Net Works
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“Networking is only a letter away from not
working.”
Chris Powell
April 10, 2023 11100%Open 2013
Open Innovation
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Innovating with partners
by sharing the risks
and the rewards.
100%Open 2013
Open Business Models
Co-Creative
Collaborative
Cooperative
Closed
Crowd-
Sourcing
Joint
Ventures
Open
Source
Open
Ecosystem
Co-
Branding
IP
Acquisition
Peer
to Peer
Revenue
Share
Strategic
Alliances
Strategic
In-sourcing
100%Open 2013 13Case Study – The LEGO Group
April 10, 2023
The LEGO Cuusoo community (280,000+) is a design competition where qualifying ideas that attract 10,000 votes get
produced, and 1% revenue shared with originators
100%Open 2013 14LEGO Cuusoo Value/Model
April 10, 2023
Superior Information Flow
• Rather than relying on only obvious and famous sources of IP, the
question
‘will anyone want this’ is answered in advance of development investment
• Takes Lego into previously unknown niches in a low-risk manner, helps
prevent the ‘gravitational pull’ of past hits dominating the future.
• Additional barrier to entry to competitors– flow of “best” ideas coming to
Lego
Trust = Power to Influence
• Pre-formed community, grateful to Lego for producing set (potentially
even
accepting of design compromises) and evangelising for it
Fitness
• Superior cycle time
LEGO
1% Revenue
Share
New
Product
Promotion &
Marketing
Cuusoo
Community
Platform
Customers/
FansDesign
Ideas
10,000 Votes
100%Open 2013 15Case Study 2 – P&G
April 10, 2023
P&G have a target to source 50% of their new products and services from outside and to systematically gather needs and push
out through networks and partners.
100%Open 2013 16P&G C&D Value/Model
April 10, 2023
Superior Information Flow
• Helps avoid the ‘limits to inter-organisational knowledge acquisition’
(Dushnitsky & Shaver 2009)
• In-house and existing designer relationships are based on past product
successes– more diversity should result in more ‘appropriate’ fit and
knowledge from other cutting edge projects
Trust = Power to Influence
• Product designers who know that their P&G relationship is ongoing will
make choices about other projects to pursue partly based on prospective
partnership opportunity. More transparency from P&G = better chance
of designers making accurate investment choices
Fitness
• Avoiding path dependence, building more flexible ‘docking points’ for
outside techs
• Speeding ‘search’ and creating a beacon
Connect
&
Develop
Unmet
Needs
Brokers
IP
Product
Acquisition
Internal
R&DP&G
JV
Unis
Brands
Customers
Insights
Business
Units
SMEs
© 100%Open 2012Case Study – ARM Holdings
ARM Holdings' model for driving ecosystem co-operation gives a near monopolistic position by creating value up and down the value chain.
10/04/2023 17
100%Open 2013 18ARM Holdings Value/Model
April 10, 2023
Superior Information Flow
• Creating flows of information up and down the supply chain, including end
user information and client technology trajectories
• Being more aware of information than anyone else in the market and even
more than divisions of their clients aware of each other
Trust = Power to Influence
• ARM philosophy– ‘we would never disadvantage a client’
• Focus on the non-core, ‘foundation’ level of their customers’ technology
offerings allows trustful relationship/alliances, with clients giving up some
autonomy
Fitness
• Synthesising multiple clients’ requirements provides the best possible
defence against competition-- appropriate product for market, with low cycle
time
• Relationship management is superior to all others– “engineers with client-
facing skills”
ARM
Unmet Needs
Ideas
Revenues
DataPR
Product
Partner BPartner A
Fast cycle speed with Suppliers = Smoother transitions
Design Collaboration with Customers
100%Open 2013
Open Business Models
Co-Creative
Collaborative
Cooperative
Closed
Crowd-
Sourcing
Joint
Ventures
Open
Source
Open
Ecosystem
Co-
Branding
IP
Acquisition
Peer
to Peer
Revenue
Share
Strategic
Alliances
Strategic
In-sourcing
April 10, 2023 20100%Open 2013
The Net Works
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“Innovation is a by-product of engaged
networks.”Verna Allee
© 100%Open 2012
“Generosity is like compound interest, the
sooner you get it in the bank the greater
the dividends.”
Give > Get
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2110/04/2023
© 100%Open 20122 Degrees of Separation
1. Think of a project or
problem you are
working on right now
where it would really
help to be introduced to
a specific person or
organisation.
2. Introduce yourself
briefly and share the
name of who you are
trying to reach and why
they want the
introduction.
3. Does anybody else know
that person or
organisation directly, or
else might know how to
reach them?
10/04/2023 22
April 10, 2023 23100%Open 2013
2 Degrees of Separation
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“The future reveals itself through the
peripheral.”
J.G. Ballard
100%Open 2013
Project contacts
April 10, 2023 24
100%Open | Somerset House | South Building | London | WC2R 1LA
Phone: +44 (0)20 7759 1050| +44 (0)7811 761 435
Email: roland@100Open.com
Web: www.100Open.com
Twitter: @100Open
Roland Harwood
Co-Founder & Networks Partner
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