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Comparing and Contrasting the Open Approach and the
Walled Garden Approach• Highlighting the differences between the walled garden approach and
the open approach• Analysing the benefits of each approach
• Examining the challenges of each• Discussing whether we are seeing a migration towards a more open
approach
• The transaction cost of group activity has fallen through the floor.
• This creates fundamental change in how value is and can be created.
• It means the value of hierarchies, gatekeepers… walled gardens falls through the floor too.
Ideas Ideas
Ideas
Action
Ideas Ideas
Ideas
Action
ValueValue
Ideas Ideas
Ideas
Action
Conversation
Conversation
Conversation
ValueValue
• Enabling the rapid, real-time evolution of communities of purpose unlocks the value.
• It turns the potential of group forming network theory into practice.
The value of random friends
Tearing down the walls…
The real 3 Cs?
Content > Conversation > Community
The real 3 Cs
Content > Conversation > Community
Conversation is the intersection of ideas. It is where ideas coalesce into action
The real 3 Cs
Content > Conversation > Community
Conversation is the intersection of ideas.It is where ideas coalesce into actionAction is where value is created
Content is worthless
Content is worthless
• Except that it isn’t
Content is worthless
• Except that it isn’t• It gives us something to talk about
Content is worthless
• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into
action
Content is worthless• Except that it isn’t• It gives us something to talk about• Talking about stuff is where ideas turn into
action• Action is where value is created
Content is valuable• Because of the because effect
Content is valuable• Because of the because effect• You won’t make money with it
Content is valuable
• Because of the because effect• You won’t make money with it• You will make money because of it
Content is valuable
• Because of the because effect• You won’t make money with it• You will make money because of it• Eg Prince, Radiohead
Value chain is now a value web
Value chain is now a value web
Two disruptions
Value chain is now a value web
Two disruptions• How, and by whom,
content is being created
Value chain is now a value web
Two disruptions• How, and by whom,
content is being created• How, and by whom, content is being
distributed
The world we’re witnessing
Share
Trust
Connect
Community
The networked world
We Species wants…
To engage with the network
A community is a community…
Always on
Always with you
Always yours
Starting a fire on the village green
• Curate content
• User-driven customisation
• Manage the web of peer producers
• Contribute thehard-to-do
Two advantages
Always ready LBS
7th Mass Media1. It’s truly personal2. It’s always on3. It’s always with you4. Has a built-in payment
mechanism5. Allows creation
at the pointof inspiration
Screen size?
What’s wrong with operators?
Why don’t they value me?
Itsmy.com
User-centric portals
• Mippin
User-centric portals
• Mippin• Widsets
User-centric portals
• Mippin• Widsets• Squace
They show the way
Inside and out
Lump it Throw off your chains
Mash it up!
Our position in this ecosystem?
• To enable, • To understand,• To facilitate the connections.• To find acceptable ways to share in the
value that we have helped to create through both our facilitation and our contributions.
Takeaways
Make money withcontent
UnderstandYour placearoundThe campfire
Don’t restrict the view!
Don’t restrict the view!
In summary
• You won’t make money WITH content but you will BECAUSE of it.
• Focus on content, conversation and communities of purpose to create value.
• User-Centric Portals (community-enabled aggregators) will aid discovery.
• Enable communities to self-form and share what they trust.
• Don’t restrict the view!
David CushmanFasterFuture.blogspot.com Bauer Consumer Media
