2 Degrees of Separation - Digital Marketing Show 2013 - Roland Harwood, 100%Open

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

Insert cropped logo white/grey logo

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.


April 10, 2023 4100%Open 2013

2 degrees of Separation


“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…


“The world isn’t getting smaller, the

networks are getting bigger”

Greg Hadfield

April 10, 2023 6100%Open 2013

The Net Works


“Networks are the

new companies.”

Nilofer Merchant

7100%Open 2013April 10, 20233 Minute Joint Venture


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


© 100%Open 2012April 10, 2023 10The Net Works


“Networking is only a letter away from not

working.”

Chris Powell

April 10, 2023 11100%Open 2013

Open Innovation


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


• 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


• 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


• 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


• 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


“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

Click icon to add picture

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


“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: [email protected]

Web: www.100Open.com

Twitter: @100Open

Roland Harwood

Co-Founder & Networks Partner

mailto:[email protected]

http://www.100Open.com/

Date post:	10-Feb-2015
Category:	Technology
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2 Degrees of Separation - Digital Marketing Show 2013 - Roland Harwood, 100%Open

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