WARNING• This is a meta talk.

• you won’t get anything actionable out of it.

• I will not tell you - not even suggest - what to do!

• There probably isn’t a point to this talk.

• This is an alpha talk. After to 10th time it will probably be good.

• anyway a talk is a talk.

Leverage PointsPlaces to Intervene in a System

A guide to "Hebel"

baed on "Thinking in Systems" by Donelle H. Meadows

Franz Enzenhofer• 1984 Developer (C64)

• 1998 Websites (Code, Project, Business, Editor, Sales, …)

• 2004 1st SEO Project

• 2006 SEO

• 2011 www.fullstackoptimization.com“Our goal is to make all SEO companies

- including our own - redundant.”

@enzenhofer

Entwarnung

• This is not a SEO point

Everything that has value

• 5% Knowhow

• 95% Execution

i.e.:

• SEO is solved (400+ Specs by Google)

• or: http://playbook.samaltman.com/

The really big questions

• is not "What?" (should we do / should they do)

• but: "How do we get the the point that we do the right thing?"

CHANGEHow do we

what we are doing?

"Hebel"

• How do we change from what we are doing

• to something else

• that produces more of what we want (<-GROWTH)

• and less of what we don’t want?

Hebel• each on of these "hebel" can be used for good

and bad

• can destroy or create value

• list lists "hebel" by impact, not by ease of use, which is most of the time a tradeoff

• each one is regularly used wrong

Things you need to know• Stocks = Stuff, Ressources, Something that

can be put to use

• Flow = Action, something happens to/at/with Stuff

• Balancing Feedback Loop = Feedback from one Stuff to other Stuff that aims at a goal or keeps stuff in balance

• Reinforcing Feedback Loop = The rich get richter, the more the more, the less the less

It’s wrong

• All models are wrong!

• But some of them are useful! - George E.P. Box

It’s a model andtherefore it’s wrong!

12 - Numbers

12 - Numbers• constants

• parameters

• numbers

• doing more -

• or - less

• of what your currently do

Buffers - the sized of stocks

10. Details

10. Details

• Not changes what you do

• but how you do it

• Change the details of how you put stuff to use.

• (Changing the tiny sub systems)

9. Delays - how fast we get and react to feedback!

9. Delays - how fast we get and react to feedback!

8 Strength Balancing Feedback Loops

7 Reinforcing Feedback Loops (stronger & changing)

6 - New Information Feedback Loops - Who knows what!

5 Rules, Limits & Fixed Processes

5 Rules, Limits & Fixed Processes

4 Self Organization

33 Goals

2 Paradigms

1 Transcend Paradigms

And this is• how i met your mother.

• why you should never ever visit an SEO conference.

• they see SEO as the goal.

• based on stupid paradigms.

• that they never question.

• maintaining a system that creates money for them and not much value for anyone else.

Hebel Liste / List of leverage points• 12 Numbers

• 11 Buffers

• 10 Details of how we do things

• 9 Delays

• 8 Strength Balancing Feedback Loops

• 7 Strength Reinforcing Feedback Loops

• 6 New Information Feedback Loops

• 5 Rules

• 4 Self Organization

• 3 Goals

• 2 Paradigms

• 1 Transcending Paradigms

• each on of these "hebel" can be used for good and bad

• can destroy or create value

• each one is regularly used wrong

Fazit• if you waste most of your time talking about

numbers / parameters your are doing it wrong.

• you will no change anything

• Start with Goals, then go down (FEEDBACK LOOPS FOR THE WIN)

• Question your Goals

• Question how you question your goals

Franz Enzenhofer

• it was a rough day

• now bring on your questions