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Currently I am working on basically a presentation linking it all together( well atleast for me). Wondering if I should share it all openly.. It starts to be, I believe,  a powerful story..

The beauty is that what I am preaching I need to practice..

Arghh end of the week it is online…

Just read my weekly(or is it monthly?) update from Springwise. It had an article about Coca Cola:

 Magazine on a bottleOffering girls on the move something to read with their diet beverage,
Coca-Cola Belgium will be the first soft drink company to use the
Magazine on a Bottle concept.

It reminded me of a post I made about Coca Cola and their true value:

That made me think on the true value of Coca Cola. Currently I believe it is the distribution network. It is the distribution network that connects Coca Cola with the customer. The recipe is secret, but is it really that valueble?

What if Coca Cola sees cans and bottles as distribution units. What if I could put a mini CD in a canshaped container. Distribute it through the Coca Cola network. I could buy a chilled CD from the vending machine.

Hehe…let’s see when it happens..

Do you have an account on Twitter?

How many friends do you have? How many followers do you have?

Let’s divide them: friends/followers

Your score is:

0,1 – 0,5: You must be a pretty arrogant bastard. No friends but a big following

0,5 -1,0: Healthy score. You show that you have social skills and you have a good following. You have built some Social Capital

1,0 – 1,5: Watch it..Build your follower base. I suggest to react to friends so they will reply to you. People not on your list but on the list of your friend will see this and starts to wonder who you are..hmm one step closer..

1,5 – 3,0: You are a reader. Loyal and have low self esteem. Delete some friends that don’t put you on their list..

Bytheway my score is: 1,4 hehe expect some direct twits from me..

Just read a blogpost on Communities Dominate Brands about Engagement Marketing at Mini.

Somehow having problems with the Engagement Marketing route.. The danger lies in it that you end up with undifferentiated product with no clear intrinsic value that is compensated with a kind of entertaining function added on top of the “so so” product to create a feeling of community or belonging. Resulting with greatly stimulated senses but no deep emotional connect based on emotions.. Hmm…

Decided to put some thought into a slide..(click on it)



Dear reader,

My proposal for a ChangeThis Manifesto was approved. Currently my proposal is up for voting. When I have enough votes(I have no idea what enough is) it will be published.

Here is my proposal:

Value Creation: The RIGHT way


The coming years competitive advantage for corporations is created purely by right brain activities: creativity, intuition, emotion, communication and a holistic view of the world. This manifesto is about releasing the strength of the right side brain within businesses. It shows ways to create new value in an emotional driven world. This manifesto has the ambition to support companies to reach their true potential. Not through growth but through self actualization. “A company at best can be itself”

Thanks for voting for this manifesto!

Self-actualization is the instinctual need of humans to make the most of their abilities and to strive to be the best they can.

Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is.[2]

Maslow writes the following of self-actualizing people(REPLACE WITH CORPORATION):

* They embrace the facts and realities of the world (including themselves) rather than denying or avoiding them.
* They are spontaneous in their ideas and actions.
* They are creative.
* They are interested in solving problems; this often includes the problems of others. Solving these problems is often a key focus in their lives.
* They feel a closeness to other people, and generally appreciate life.
* They have a system of morality that is fully internalized and independent of external authority.
* They have discernment and are able to view all things in an objective manner. Prejudices are absent.

Very interesting stuff!

Full article about Alfred Adler’s theories van be found here.

Please replace person/individual with cooperation… I am very eager to explore to see if Adler’s model of Psychotherapy (See image below) can be used to help cooperations in their current feeling of inferiority. Yes inferiority. Their need to grow comes from feeling inferior(not complete).

Parts from the article:

The scientific paradigm shift and intellectual climate of the 1990’s might well be ripe for a re-discovery of Adler’s original and full contribution to an understanding of human beings and their relationship to the world. He created an exquisitely integrated, holistic theory of human nature and psychopathology, a set of principles and techniques of psychotherapy, a world view, and a philosophy of living.

The core of Adler’s integrated complex of philosophy, theory, and practice was a vigorously optimistic, humanistic view of life. He offered a value-oriented psychology that envisioned human beings as capable of profound cooperation in living together and striving for self-improvement, self-fulfillment, and contribution to the common welfare.

If people have developed social interest at the affective level, they are likely to feel a deep belonging to the human race and, as a result, are able to empathize with their fellow humans. They can then feel very much at home on the earth — accepting both the comforts as well as the discomforts of life. At the cognitive level, they can acknowledge the necessary interdependence with others, recognizing that the welfare of any one individual ultimately depends on the welfare of everyone. At the behavioral level, these thoughts and feelings can then be translated into actions aimed at self development as well as cooperative and helpful movements directed toward others. Thus, at its heart, the concept of feeling of community encompasses individuals’ full development of their capacities, a process that is both personally fulfilling and results in people who have something worthwhile to contribute to one another. At the same time, the concept denotes a recognition and acceptance of the interconnectedness of all people.

These ideas of Adler’s also speak to the current discussion of the relationship between self and society. Unlike others, he saw no fundamental conflict between self and society, individuality, and relatedness, self interest and social interest. These are false dichotomies. The development of self and connectedness are recursive processes that influence one another in positive ways. The greater one’s personal development, the more able one can connect positively with others; the greater one’s ability to connect with others, the more one is able to learn from them and develop oneself. This idea has been rediscovered by recent authors (Guisinger and Blatt 1994).

Adler saw the connections among living beings in many different spheres and on many different levels. An individual can feel connected with another, with family, friends, community, and so on, in ever widening circles. This connectedness can encompass animals, plants, even inanimate objects until, in the largest sense, the person feels connected with the entire cosmos (Müller, 1992, 138). If people truly understood and felt this connectedness, then many of the self-created problems of life — war, prejudice, persecution, discrimination — might cease to exist.

The feeling of interconnectedness among people is essential not only for living together in society, but also for the development of each individual person. It has long been well known that if human infants do not have emotional connections with their caregivers they will fail to thrive and are likely to die.

Furthermore, individuals need to acknowledge their connectedness both to the past as well as to the future. What we are able to do in our lives depends very much on the contributions made in the past by others. A critical question that Adler saw facing each person was, “What will be your contribution to life? Will it be on the useful or useless side of life

The title that Adler gave to his system, “Individual Psychology,” does not immediately suggest its social foundation. It does not mean a psychology of individuals. On the contrary, Adler’s psychology is very much a social psychology in which the individual is seen and understood within his or her social context. Accordingly, Adler devised interventions not only for individual clients but also for families and schools.

In German, the term Individualpsychologie means the psychology of the unique, indivisible, and undivided person (Davidson 1991, 6). What Adler meant by this is that, first, Individual Psychology is an idiographic science. How an individual develops is unique, creative, and dependent on the subjective interpretations the person gives to life. Second, Adler meant to convey that an individual behaves as a unit in which the thoughts, feelings, actions, dreams, memories, and even physiology all lead in the same direction. The person is a system in which the whole is greater than and different from the sum of its parts. In this whole, Adler saw the unity of the person. In the symphony of a person’s behavior, he discerned the consistent melodic theme running throughout. This theme may have many variations in tempo, pitch, or intricacy, but it is nevertheless recognizable. Thus, to understand a person, we must look at the whole person, not at the parts, isolated from one another. After we grasp the guiding theme, however, it is easy to see how each individual part is consistent with the theme.


Been busy working on a model for value creation. Nowhere have I found a model that I truely believe. Most of the current models about competitive advantage, blue oceans and innovations have a left brain way of solving the problem. It is often based on rational decisions, cause and effect, schematics and matrices. Well we have a right brain problem..and we try to solve it with left brain answers..

So after some investigations in how the brain works and how people self actualize I tried to create a wheel that seems more balanced between right and left brain activities and internal and external activities. The current model is 3/4 right brain and 1/4 only left brain. Alot more in balance to operate in this holistic, creative, emotional and communicative age. Hard to sell that 3/4 of the time people in your company are not productive in the traditional sense?

Something I am confident to share is that the first phase of the wheel is what I call “Imagine Intuition”. In this phase you create your wish, belief or challenge. This basically changes your perception. This is in my opinion the biggest achievement of the whole creation cycle. Many companies describe their goals through cause and effect( 10% more sales than last year, higher penetration in..) or they create a very functional mission(making the best shoes). BAM..There it just went wrong.. It doesn’t change your perception. How difficult is it to change if your perception of yourself in a larger context did not change. Therefore impossible to self actualize..(right?) Let go of your current situation. David Wolfe of Ageless Marketing wrote this about corporate selfactualization: “Maslow would view FoEs(Firms of Endearments) as having reached the organizational equivalent of self-actualization. To reach that level in human life requires “letting go” of the ego. With ego in recession, a person’s worldview changes from self-centeredness to others-centeredness. This doesn’t mean the sacrifice of one’s self-interest. Self-interest is all the better served at the highest levels of maturity. This is true of companies as well as human beings.”

So what I preach in the first step of the wheel is to wish, believe or challenge yourself. Free from form or function. This first step, often ignited by an event, is crucial in the process. Those who fail will describe themselves as” I am a moneymaking machine” those that succeed in this phase describe themself as ” I (wish) to support people in…” for example.

Have trust and let go. Believe that the rest of the creation process will fall into place. A company at best can be what it is.
Soon more on the subject. Any feedback or opinions are more than welcome..

Contribution Marketing

Contribution Marketing is the activity of focusing on creating intrinsic ‘product’ value with the purpose to contribute to individuals, groups and this planet. The coming years competitive advantage is created purely by right brain activities: creativity, intuition, communication and a holistic view of the world. This blog is about releasing the strength of the right side brain within businesses. It shows ways to create new value in an emotional driven world. This blog has the ambition to support companies to reach their true potential.

Companies applying Contribution Marketing see themselves as a part of society(instead of isolated closed entities) with a clear definition of their role on how to contribute to this society. These companies are not primarily focussed on growth, more profit or marketshare increase. These companies are focussed on creating TRUE(e.g. not aspirational) value to a group and extract sufficient value to be able to keep facilitating their selected group of people.

“Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is.”


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