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The powerpoint describing some of the key ideas in my new book, given as a presentation to the IPA in London.
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MadeWithThe Emerging Alternative
to Western Brands
What 9/11 told me was that there was no way that globalisation was going to be Americanisation in the future nor should it be. In order for globalisation to advance, it had to be accepted by more people; but
not by imposing the dominant American social and philosophical
beliefs and structures. Jim O’Neill, Goldman Sachs
Source: IMF
The economic growth we have seen in non-Western countries over the
last ten years is enabling the emergence of a new generation of humanity, both modern and non-Western, whose stories I am sure will soon feature regularly in the
literature we read.Orhan Panuk, Novelist
The West’s Idea of Geography
THEWEST
ProgressChaosFuture
East/South/Unknown
GlobalizationTechnologySustainability
Frontier
The USA as Hero’s Journey
A community in a harmonious paradise is threatened by evil; normal institutions fail to contend with this threat; a selfless superhero emerges to renounce temptations and carry out the redemptive task; aided by fate, his decisive victory restores the community to its paradisiacal condition; the superhero then recedes into obscurity.Lawrence and Jewett, 1977
The USA as Hero’s Journey
Made By
Made By
Made By
Made By
Made By
The coming into being of the notion of "author" constitutes the privileged moment of
individualisation in the history of ideas, knowledge, literature, philosophy, and the sciences. Even today, when we reconstruct the history of a concept, literary genre, or
school of philosophy, such categories seem relatively weak, secondary, and superimposed in comparison with the solid and fundamental
unit of the author and the work.Michel Foucault
What if brands were created in a region that distrusted ego, the icon, authorship, personality?
Made ByWith
The Interland
Turkey
Lebanon
Jordan
Egypt Dubai
Qatar
Indonesia
Malaysia
Iraq
IranTHEWEST
EUROPEUSA
THE EAST
CHINAINDIAJAPANKOREA
Tunisia
Made By
Ego
Identification
Object
Irony
Distinction
Positioning
Either/or
Break with the Past
Admiration
Made With
Self
Meaning
Subject
Commitment
Inclusiveness
Holistic
And
Develop with the Past
Love
CraftWith
InventWith
AdaptWith
RemakeWith
FuseWith
EmergeWith
CitizensWith
Craft With
Networks of artisanal production made relevant to modern markets
Invent With
Bringing humanity, story, play and involvement to new technology
Adapt With
Importing, adapting & surpassing best practice from the West
Fuse With
Synthesize ‘East’ and ‘West’ to create transcendent, universal ideas
Remake With
Layers of heritage creating an archeology of the future
Emerge With
The power of networks to create awareness, movements, change
Citizens With
Finding a common ground and purpose in divided societies
CraftWith
InventWith
AdaptWith
RemakeWith
FuseWith
EmergeWith
CitizensWith