#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

!

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?! !?

€€

…

…

…

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…

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…$.?

!.!

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