Made With

by Paul Stacey, Creative Commons

The 13th Annual Open Education Conference

November 3, 2016 Richmond, VA #OpenEd16

Except where otherwise noted these materials are licensed Creative Commons Attribution 4.0 (CC BY)

A Book About

Open Business Models

https://www.kickstarter.com/projects/creativecommons/made-with-creative-commons-a-book-on-open-business

1,687 backers. Thank you backers!

Goals: Interview 24 businesses, creators, and organizations across sectors and from around the world who have made CC core to their operations. Tell their stories in a way that conveys their origins, goals, what they do, and how they do it. Describe their sustainability strategy including revenue generation. Analyse the stories and identify common practices, themes, and strategies.

Combine case study analysis with a review of related literature.

Generate a a big picture framework for contextualizing, thinking about, and analyzing Made With Creative Commons initiatives.

Provide Made With CC recommendations and guidance.

Produce and distribute Made With CC as ebook and physical print book.

Part 1 = The Forest Big Picture Framework - 10,000 Foot View

Forest by Mickey O’Neil Unsplash https://unsplash.com/@mickeyoneil licensed CC0

● The Commons and Commoning ● The Commons, The Market, The State ● Parts of a Resource

○ Attributes ○ Social ○ Norms and Rules-in-Use ○ Use

● The History of the Commons ● Today’s Commons ● Creative Commons Role in the Commons ● The Alt-Market ● Open Business Models ● Benefits of the Commons ● Commons Principles

Part 2 = Paths Taken Ground Level View

Forest by Jens Lelie Unsplash https://unsplash.com/@leliejens licensed CC0

● What it means to be Made With CC ○ Made With CC = sharing creative work + set of values ○ Obscurity ○ Piracy

● More than a copyright license ● Making Made With CC sustainable

○ Sustainability = $ + reciprocity ○ Types of value

■ Commercial value ■ Symbolic value ■ Public value ■ Reuser value ■ Commons value

○ Reciprocity feeds financial sustainability ● Inspiring reciprocity

○ Connection ○ Be human

○ Build trust ○ Have trust ○ Treat humans as humans

● Collaboration ○ How to collaborate ○ Creative collaboration ○ Other types of collaboration

● Community ● How to make enough money

○ Costs to create ○ Costs to distribute

● Market-based revenue ○ Charging for service ○ Charging for a different version of your content ○ Charging for access to an audience ○ Charging for access to a brand

● The role of CC licensing in market-based revenue streams ○ Copying to increase eyeballs and name recognition ○ Copying as a marketing tool

● Reciprocity-based revenue ○ Memberships and individual donations ○ Pay what you want models ○ Subsidizing content creation up front ○ Physical copies

● Blending market and reciprocity revenue ● Choosing a license

○ The more restrictive license options ○ Enabling hands-on engagement with your work

Part 3 = Each Individual Tree - 24 Case Study Stories

Tree by Milada Vigerova Unsplash https://unsplash.com/@mili_vigerova licensed CC0

Made With Creative Commons Case Studies 1. Opendesk (UK, open 3D design / furniture manufacturing)

2. Lumen Learning (US, higher education/OER)

3. OpenStax (US, education/open textbooks/publisher)

4. Wikimedia Foundation (US, encyclopedia +)

5. Rijksmuseum (Netherlands, Museum/GLAM)

6. Noun Project (US, icons/symbols platform)

7. Open Data Institute (UK, open data advocacy and services)

8. Tribe of Noise (Netherlands, music platform)

9. Figshare (UK, research data/education/publishing)

10.Cards Against Humanity (US, game) 11.Amanda Palmer (US, musician, author, artist)

12.Cory Doctorow (Canadian but living in LA, writer, activist)

13.Arduino (Italy, open hardware & software)

14.The Conversation (Australia/US/France/Africa, journalism) 15.Jonathan Mann (US, music) 16.Shareable Magazine (US, niche publishing)

17.Knowledge Unlatched (UK, open monograph publishing) 18.Sparkfun (US, hardware)

19.PLOS (US, research journal)

20.Blender (Netherlands, film, 3D modeling)

21.Artica (Uruguay, cultural management)

22.TeachAids (US, software & education)

23.Siyavula (Africa, textbooks and intelligent practice)

24.Figure.nz (New Zealand, open data publishing)

Case Studies Summary Table: ● Business / Organization Name ● Country ● What they do ● CC license ● Revenue model ● Motivation

Recommended Reading

RESOURCES

Attributes

NormsRules-In-Use

Social

Use

Physical or DigitalScarce or Abundant

Who can access & use?Who says, how determined?Direct or Indirect

Informal (norms) or Formal (laws)Additive or ExtractiveGoals of useUse Outcome Measures

MARKET

Attributes

NormsRules-Of-Use

Social

Use

STATE

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

Tri-PartiteResource Management

Each functions di�erently• different norms & rules• different social• different use

MARKET STATE

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

Tri-PartiteLong Ago

MARKET

Attributes

NormsRules-Of-Use

Social

Use STATE

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

State Takeover of Commons

MARKET

Attributes

NormsRules-Of-Use

Social

Use

STATE

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

Tri-PartiteToday

Indirect / Representational• government • elected officials• autocratic

PoliciesRegulationsLaws

Public Goods

Infrastructure• roads• bridges• sidewalks• telecommunication• Internet

Facilities• schools• libraries• museums

STATE

Attributes

NormsRules-Of-Use

Social

Use

Natural• parks• forests• fish• waterways

Outcome Measures• quality of life• social• economic• individual• community

researchGLAMeducation materialsdatasoftware

TYPES

Physical

Digital

Indirect / Representational• buyers• sellers• businesses• anonymous

Laws• property• transactional• competition• value based on $

Private Goods• commodities• make digital scarce

Outcome Measures• extraction• consumption• monetization • sales• revenue• profit• shareholder return• growth

MARKET

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

Digital• non-rivalrous• non-excludable• non-depletable• replication = 0 cost

Hybrid Physical• rivalrous• excludable• depletable• replication cost

AbundanceBased

Scarcity Based

Direct Participation (major di�erence)• community• creators purpose/intent• users who have an interest in resource use• resource collaboration• those impacted by use of resources

Digital

• attribution• share-alike• non-commercial• no derivatives

Common Goods

Physical (Ostrom)

• Access: Right to enter defined area and enjoy its benefits without removing any resources.• Withdrawal: Right to obtain specified products from a resource system and remove that product from the area for prescribed uses• Management: Right to participate in decisions regulating resources or making improvements to infrastructure.• Exclusion: Right to participate in the determination of who has, and who does not have, access to and use of resources.• Alienation: Right to sell, lease, bequeath, or otherwise transfer any or all of the preceding component rights.

Metrics• resources & views• uploads & downloads• remixes• # people, size of community• attributions, gratitude

Outcome Measuress• participation (creation & use)• distributional equity• economic efficiency• costs & benefits - individual & community• impact on system and Commons itself

Digital• music• images• OA• OER• culture

Hybrid• books• 3D printing• CNC• laser cutting

PhysicalTYPES

MARKET

Attributes

NormsRules-Of-Use

Social

Use

STATE

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

Mixing of rules, means & aims.Each can do things the other can’t.

Proportional balance between all three.Re-establish, grow Commons.Help State enable Commons.

Help Market use & contribute to Commons.

Made With Creative Commons

Be more than licensesAdd Social features/tools to complement licenses Add Use outcome measures - bene�ts/valueExercise convening power - conveningof the commons for common good

Why should the Marketengage with the Commons?

What can the Commons dothat the Market cannot?

Who gets value and how is value created in the Commons?

MARKET

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

WHY SHOULD MARKET ENGAGE WITH COMMONS?(Bene�t of Commons over Market)

Access• discoverable• accessible to all

Equity• levels playing field• eliminates haves, have nots

E�ciency• free flow• rapid dissemination• reduces sales & marketing• no DRM (no managing access control)• distributed rather than centralized• economies to scale• continuous improvements

Participation• direct• create, use, and contribute• network effect

Reach & Impact• global distribution• local making & use Innovation

• speeds• distributes

Lower Cost• free

Flexibility• customizable

Personalization• provenance• not mass produced• attribution & reputation• social engagement

>ROI• for creators, investors, users, ...• public good

MARKET

Attributes

NormsRules-Of-Use

Social

Use

COMMONS

Attributes

NormsRules-Of-Use

Social

Use

HOW SHOULD MARKET ENGAGE WITH COMMONS?

Principles• add value• give more than you take• transparency - about what using, what adding, what monetizing• give attribution & gratitude• develop trust - don’t exploit• defend the Commons • declarations - CapeTown, + others

ShiftFrom• scarcity• exclusion• impersonal• extractive• commodity exchange• consumption• monetization • maximizing profit• growth

To• abundance• inclusion - universal access• personal • additive• shared use and reuse• co-creation• value creation beyond $• economic efficiency• sustainability - impact on system