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#cmgenius A little story about Communication &
Cybernetics
1971
@mkyschnitzel
Communication Value Creation
Cybernetics Applied Espistemology
What can I know? What do I have to do? What can I hope for?
What is the human being?Kant
My path
1980 Video game Pong
1983 – 1994 Apple II + Sinclair ZX Spektrum Schneider CPC464 Atari 520 ST AMIGA 500 386
1990 Diploma from German secondary school qualifying for university admission or matriculation
Abitur
2,9
1990 – 1995 Education: Radio- und TV Technician Experience: Cinema Projectionist 35 mm Cinema Manager - Assistent Commercial scripts for radio stations Editor for a PC magazine Waiter & Audio Technician in a Jazz Club Tele Sales (some weird worthless coins) Marketing research (on shopping streets) Radio Broadcasting Technician TV Computer graphics
Insight: I have to create my own job.
„Creative stuff with Computers & Media.“
1995
4 Friends
3D AnimationWebsitesE-Commerce
GamesOnline Advertising
Newsletter Social Media
Post Production
BlogsApps
Virtual RealityBannerMotion CaptureTV Commercials
SimulationsConfigurators
Landingpages
Lead Generation
Shops
Service Design
UX/UI
Strategy User centered communicationProcess Optimization
201560 Colleagues720 qm OfficeEUR 4 Mio. Turnover
A journey into Cybernetics
What is complexity?
ElementsRelations
Temporal Behaviour
Topologies
Understanding Patterns
Non-Linear Feedback Causalitiy
Networks of Networks
How to measure Complexity?
50 10Possible States of the system
170 2,08 x10Possible States of the system
208000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000
Exponential Galore: Factor
VarietyPossible States of the system
VController ≥ VContext
Ashby’s Law of Requisite Variety
The old organization
paradigm
!
?!!
?! !?
€€
…
…
…
!
…
..
.
?
…$.?
!.!
True Boss
Stafford Beer
Management and Cybernetics, 1959
VIABLE SYSTEM MODELJust a tool!
Genius FTW!
Project Cybersyn, Chile
Project Cybersyn, Chile
The first 9/11of the US
1973
Central Quotes
Purpose Of a System Is What It Does
POSIWID
Think before you think.
Viable System Model
isomorph „Brain of the Firm“
Environment
Operation Management
Environment
Operation Management
Variety Variety Variety
Channels Channels
Inputs & Outputs
Environment
Operation Management
Transducer / Interfaces
Environment
Operation Management
Transducer Regulation
1Operation
Market
12
OperationLocal Regulation
Market
Local Management
Self-Organization
3
2
12
OperationLocal Regulation
Market
Local Management
Overall Coordination
Optimization Self-Organization
Self-Organization
3
2
12
3*
Overall Coordination
Audit
OperationLocal Regulation
Market
Local Management
Self-Organization
Optimization Self-Organization
3
4
2
12
3*
Overall Coordination
Seers & Strategists
Audit
OperationLocal Regulation
Market
Local Management
Self-Organization
Optimization Self-Organization
3
4
5
2
12
3*
Overall Coordination
Seers & Strategists
Guidelines & Ethos
Audit
OperationLocal Regulation
Market
Local Management
Self-Organization
Optimization Self-Organization
3
4
5
2
12
3*
Overall Coordination
Seers & Strategists
Guidelines & Ethos
Audit
OperationLocal Regulation
Market
Local Management
Awareness, Exploration, Scouting, Scenario Development, Conception
Tactics, Daily Operation, Standard Tasks
Self-Organization
Identity, Norms, Values, Believe System
Optimization Self-Organization
3
4
5
2
12
3*
Overall Coordination
Seers & Strategists
Guidelines & Ethos
Audit
OperationLocal Regulation
Market
Local Management
Awareness, Exploration, Scouting, Scenario Development, Conception
Tactics, Daily Operation, Standard Tasks
Self-Organization
Identity, Norms, Values, Believe System
Optimization Self-Organization
VSM-Mapping & Analysis
What for?
Global Environment
Company, Product & Brand
Local Environments
Needs
Expectations
Opinions
ValuesMotivationStance
I/O FrameworkUnderstand the customer, environment and value creation
Peers
Technology
Capabilities
Ressources
Demands
Knowledge
Socio-CulturalSinus-MilleuHobbiesFavorite MusicFavorite FoodFavorite Vacation Fashion styleNature- or City?Political ViewGrade of Connectivity and Network Role(Friends, Family, Peer Groups)
Buyer-Readiness & Competition Buying Cycle: Comfort Zone, Need Recognition, Information acquisition, Provider Selection, Test & Try, Decision Making, Price Bargain, Purchase, Usage, Service, After-Sales, Loyalty-ProgramsRolle in the Buying Center: User Influencer, Buyer, Decider, GatekeeperUmfeld Benchmarking, Produktanalysen,Payment-Preference (Online, Mobile, Offline, …)Current costs in the context
DemographicsNameAgeSexEducationJobIncomeLife situation: Family, Siblings, Relationship Status, Habitat, size of household
Persona Canvas
Project: Version:Persona Name:
Psychographics Values, Emotional Trigger, Motives, Decision-Preferences (e.g. Limbic Map, MBTI, etc.), Personal Goals & Advantages
TechnologyUsed Infrastructure & Devices, Experience in Usability, IT Security Needs & Awareness (e.g. Nametests.com)
MediaPreferred News-Plattforms, Searchengines, Social NetworksSocial Media-Type: Lurker, Default, Influencer, GatekeeperSituations & Contexts, Moments of Truth
Knowing Feeling
in context
Erm, sorry :)
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, ZivilisationBürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
ForschungPrivat
Eigentümer
Unknown Unknowns
NGOs
ParteienVerbände
Standort-MarktInfrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt & Medien
Absatzmarkt
IPKnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle Kunden
Kunden
Leads
Neu Bestand
Verlorene KundenKonkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value Com
plia
nce
Val
ue
Shareholder
ValueScience Value
Political Value
Story Value
Brand Value
Customer Value
Public Value
Kunst Gesundheit
D
Inspiration ValueHealth Value
Permanente strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
SportWell being Value
Unknown UnknownsUnknown Unknowns
Unknown Unknowns
Unknown UnknownsUnknown Unknowns
3-4-5 Manage & Control 2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, ZivilisationBürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
ForschungPrivat
Eigentümer
Unknown Unknowns
NGOs
ParteienVerbände
Standort-MarktInfrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt & Medien
Absatzmarkt
IPKnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle Kunden
Kunden
Leads
Neu Bestand
Verlorene KundenKonkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value Com
plia
nce
Val
ue
Shareholder
ValueScience Value
Political Value
Story Value
Brand Value
Customer Value
Public Value
Kunst Gesundheit
D
Inspiration ValueHealth Value
Permanente strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
SportWell being Value
Unknown UnknownsUnknown Unknowns
Unknown Unknowns
Unknown UnknownsUnknown Unknowns
3-4-5 Manage & Control 2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
Technology & Ecosphere
intelligente-organisationen.de/blog
3
4
5
2
12
3*
Overall Coordination
Daily Optimization
Seers & Strategists
Guidelines & Ethos
Audit
OperationLocal Regulation
Market
Local Management
Identity, Norms, Values, Believe System
Awareness, Exploration, Scouting, Scenario Development, Conception
Tactics, Daily Operation, Standard Tasks
Self-Organization
