Tagged: advertising

serendipitous alignment?

Having met Alan Raynor through Leon (who wrote this post) on an email engagement only a few days ago, and getting a fortuitous recommendation from John Wood of Metadesign to learn about Alan’s Inclusionality theories, Alan kindly shared his ideas on relativity which, as far as I can tell, is an attempt to include consciousness in the frame of reference.

an aside on alan’s article on “place-time”

As I write this, I have got as far as reading Newton’s famous equation, which Alan uses as a natural culmination of Parmenides’s discrete world view:

F = ma

This time when I came across it, my mind simply translated this to terms of money rates as defined by mttp. That is, acceleration, rate of change of distance over a duration, as rate of change of money over a duration, for example, £100-day per week. Think of a bundle of people who are engaged with these different rates of moneyflow, multiply them by the number of people, and you get some notion of the force of a social movement. A relatively simple translation we might be able to mathematise were we to be conducting such experiments.

(Why movement? Because my mind has just got off the back of engaging Indy with respect to Jeremy’s work with Purpose.com, who happens to be co-founder of avaaz. This video is a rather good example of the level of self-disclosure required for our new global “leaders”.)

Of course, the math of real cases is more complex than F=ma, and so is one where eg 50 people were working at different rates. F, in this case, would still give some idea of the “force” or “momentuum” of the movement. So far, the momentuum for ecological economics is around £10-hour per week, and it ends in a season. That’s barely a pulse. We were almost close to £100-day per week for a season, which starts to become reasonable, and ideally, and healthy, when it is five £100-day’s per week — for one individual.

And this is to talk about money. If we shift to subjective enumeration, where people are giving values for each other’s contributions, what kind of calculations can we derive regarding the “force” or “health” of a movement? Will increases and decreases of subjective enumeration derive patterns that we can study with standard mathematical tools? Will new laws emerge that capture how realistic a movement (or a project) is, the required “energy” to manifest results? Undoubtedly, in my mind.

(John, as you can see from his metadesign article based on our event, has been considering the required parameters for synergy to occur, but I feel he is jumping the gun slightly. I need to have more obvious palpable results, like the results that Jeremy has produced. Or, more like action cycles that derive some numbers in terms of moneyflow and subjective enumeration. That is, I would rather base analysis on what works, John having conducted many more social experiments with adults than myself. Nevertheless, may I make my customary call to ensure we have moneyflow while we examine these equations, rather than attempt to derive them sui generis.)

concluding alan’s article

I have now finished reading the article, and it ends with with a rather loud statement:

Space is an intangible presence, with qualities vital to the very possibility of cosmic evolution. SPACE HAS

I am looking forward to reading Alan’s rather longer paper written with others, where I hope there are attempts to mathematise his thinking. I expect to find some material which relates to what I have dubbed XQ, observations on how math needs to change to capture the kind of thinking he is demonstrating.

And just in case anyone reading this thinks this is all pie-in-the-sky thinking, Alan has conducted courses at Bath University where the effects on his students have been quite remarkable; here’s a video of some “results”. That is, his engagement with real people is the proof of his thinking, much like my experience with kids has influenced my thinking. It is grounded in inter-subjective reality.

real world application?

The application of this thinking may prove to be substantial in terms of global movements, ala Jeremy’s Avaaz organisation, but I am personally interested in getting proof of process not only in classes (something we have achieved already), but in business. I am specifically interested in getting proof at the bleeding edge of business, in sales, marketing and advertising. I have met with some remarkable people, like Ken Dixon from Newhaven Agency, and if we get proof there, not only will we unlock a source of moneyflow from companies, we will provide companies with a new business methodology which will greatly accelerate all the good work being conducted by theorists, educationalists, entrepreneurs, environmentalists, and everyone attempting to avert the very real ecological disaster we are facing.

If I had a wish in my life, right now I’d use it. I wish that all the players mentioned in this post aligned sufficiently strongly to be able to… if we were mountain climbing, it would be putting in the effort to reach the next camp, higher than any of us have so far been. A stable point which may enable others to reach without too much difficulty. A vantage point that allows a clearer view of the terrain around, the socio-economic and historical-political position we are in. And a point from which we may progress onwards. It is as if this point is the first above the cloud-line. What might this mean in the real world? An algorithm? An operational model which enables a group of people to achieve something remarkable, the first manifestation of the “confluence model”? I do not know. This is what my wish might be.

second iteration of ecosquared

Second iteration has gone relatively well. Though connection to Gerald Walker at Bloomberg Ventures has been lost (and he was the first person I met after 25th April’s birthing), and Robert Bennet at Haringey Adult Education seems to be a little lacklustre, I have had a series of engagements with people which have been rather exciting. Consequently I feel I am getting better at articulating what I am up to across a range of sectors and framing the particular aspects of ecological economics.


high quality engagements

The primary vector is in the marketing and advertising industry. Spoke to The Future Factory, who appear to be playing around with similar business methodologies — they broker the relationship between agencies and new clients. They approach new clients to find out more accurately what problems they face, and they then translate this to their agency in order to produce a bespoke campaign. That is, they occupy the boundary between these companies. Dan at the Future Factory couldn’t quite see what ecological economics was, and did not see the benefit of my observation that they should not be attached to particular agencies, but instead broker relationships between clients and agencies, suiting up appropriate parties responsively — that is, strategically occupying the middle ground rather than as an extension of a specific agency. The reason for their current set-up, of course, is that they are paid by the agency thus deriving financial security.

Had two points of contact with Z/Yen, a financial sector think tank and consultancy. Michael Mainelli was generous and warm, and we mostly focussed on his book The Price of Fish which had some remarkable insights around the financial mensuration of environmental responsibility, something they call Long Finance, and many interesting if not awkward questions eg how government should start thinking about deriving tax from internet traffic, ie tax? In the end, I was only able to hint at ecological economics, and I really wanted to pass on Pam’s observation of mttp as a time-machine — what happens to relationships and money at the “top end” of mttp when we are dealing with eg £100m for a millennium — surely this was Long Finance at its finest? But I am not practiced with standard freelance work practices, which essentially boils down to “look out for your own”, and so his offer to keep me in the loop by inviting me to events is nice but does not further things directly. One day I shall be faced with the problem Michael faced with me, which manifests as a reluctance to actually examine new things; this takes time and effort, and essentially, is a complex task if done responsibly.

The conversation with Nick from Z/Yen was totally different, with an argument ensuing towards the end. It came down to a straight confrontation — what do you do when faced with something you do not understand? Dismiss it, or examine it? I said I required people to seriously engage with it, for the first people who do will be ahead of the game. They will be trend-setters, the first in a new field of economics. Nick said he would look at it in August with the potential — should the subjective-enumeration-algorithm stand up — to approach Michael and ask for some investment in terms of time and money to examine the money-time-trust-protocol, and create some kind of proposal, feasible clients for funding, and some specific test cases to establish its use in the real world.

In Edinburgh, I had a second engagement with Ken Dixon from Newhaven, a creative agency, and it went very well. We talked a little about where I was with ecological economics, more specifically about the state of virals, and then offered a specific idea which he liked a lot.  We talked about money and he said he would talk to his partners the following day. If the idea generates significant moneyflow, it shall be the first, and how appropriate since the idea emerged between Harriet and myself when we were considering Amber — the inspiration for ecological economics in the first place! One can’t write this material — it’s got to be lived! But… he has not got back to me over the following week, but I put this down to crap virtual engagement — our real world engagement is strong. I also spoke to a couple of other agencies, one of whom was willing to meet without even an email or site visit; the words that caught him were “shifting from company push to client pull”. Another very interesting, high quality engagement, even though I admit I am only a visitor to their industry and I do not wish to take over a position in their company or compete against them as another creative company. I feel confident I can do this with London ad agencies in September, if there is a need.

Also had a very high quality engagement with Sarah Deas, chairperson of Co-operative Development Scotland. Framing this conversation was quite a trick, and I think we did pretty well. I made it plain that the problem with the entrepreneurial scene is noise, and the tendency for the money to follow the “talkers” and those who can fit the tender-commissioning process best. All that I asked for was that what I presented and who I was had enough quality to justify further engagement, specifically an invitation to meet with others to test the protocols and algorithms. I feel confident about speaking to executives, individuals in positions elevated enough to be able to see the bigger picture. Usually such people can not bring themselves to look at small scale investments and projects, because they are essentially employed to make decisions about the whole organisation, which involves millions of pounds. The scalability of traditional business is built into the hierarchical structure which is static (at least people hold positions for years, and roles often last for decades), which means that sensitivity to present conditions, receptivity and responsivity is sluggish.

Had useful engagements with Dug, a lawyer who is diving into the entrepreneurial world after just conducting an mba, Lynne and her friend’s children who are graduates, and Sofia and Mamading of London Creative Labs — who actually use action cycles in their programme. The potential for graduate “training” in ecological economics, generating revenue as they go along, is high. A good way forwards is to anchor it to some council service, eg Haringey or Lambeth, offer a scalable accreditation system of collaborative entrepreneurialism, employing Mozilla Open Badges technology. The money comes not from the council, but from the companies we produce value for, which results in greater revenue for them. I’ve touched base with Darius of the Spring Project, and we hope to connect at the end of August.


five strategic fronts

So, there are five fronts to ecological economics right now. First and foremost is the engagement with the ad and marketing industry by way of selling ideas or “adverts”, the potential methodology of aligning to genuine social viral movements to be mutually beneficial for social artists, companies, and social services, and leading to macropatronage, a real game changer. This hangs on my engagement with Ken, Craig, and any other ad agency guru that can make use of my services. Objective: sell a couple of ideas, see them being implemented, and accumulating value in terms of the agency itself, specifically quality product/service improvement and new revenue generation; this translates as mttp contract of £100-day per week or £1k-week per season.

Second is the grounding of the financial protocols by professionals, especially getting the stamp of approval from Michael with respect to his Long Finance enterprise. This mostly hangs on my engagement with Nick and Michael and their connections. I have also started to connect with Michael from Nesta. Objective: serious examination, feasibility funding, introduction to high level players; this translates as mttp contract of £100-day per week or £1k-week per season.

Third is the graduate program, which involves attracting switched on people to actively pick up the ecological economics business methodology and implementing it directly. That is, a few people coallesce around specific gems, and turn them into revenue in ludicrously short periods of time. This hangs on Lynne, a genuine entrepreneur rather than a book-read or theory-driven one, and London Creative Labs, and perhaps Robert at Harringey, and Darius of the Spring graduate programme. I’ve tentatively named this the “Up-Grad”. Objective: scalable accreditation program implemented in council and at entrepreneurial hubs, attracting graduates and otherwise who are trying to find jobs; this translates as £100-day per week depending on third party investment.

Fourth is executive engagement. It is important I get meetings with individuals with high enough elevation to get the ideas and myself on the radar; as far as I can tell, they are in a position of being able to see the global landscape currently and over the next decade or so. Thinking of chairs of organisations like Nesta, Unltd, Boris the Mayor, Richard Branson, Jamie Oliver, Tesco Head, etc. Objective: initial meeting facilitated by results in the field, followed up by high level action cycle with a final long term objective of seeing sea and mttp implemented by google; this translates as £100-day per week by locating the various ecological economics initiatives in their respective geolocations.

Fifth, is the actual network, which we can call confluence collective, of everyone participating to generate moneyflow. This includes the graduates, unemployed, self-employed, adult-learners, hub-members, and everyone who is starting to adopt mttp and dmp financial protocols as a collective. This means that the tracking of money flow must be sorted out, something a little better than the google docs I have set up so far. Objective:  revenue generation from converting ecosquared gems ploughed into people who can improve the actual logistics of ecological economics; translated as dmp in the order of £100 per week.


third iteration

I need to secure moneyflow. From any one of the fronts mentioned above. This is imperative. The value is obvious now, money should start to flow, which means a corresponding increase in implementation so we can make some headway towards some of the more lofty ecological economics mechanisms such as macropatronage — which promises to be a real game changer in social media and business. But we need evidence now.

These current iterations follow from the birthing event on the 25th April 2012, since I am working on ecosquared full time. I can see a third iteration which needs to generate moneyflow and palpable value during september. Whether this works or not, I do intend to write up ecological economics as a book. I had hoped to write up a descriptive account during August but an environment with children is not conducive to considered thinking and contemplative writing. I then wanted to embark upon a more narrative account, a partial fictionalisation of what has happened and projecting the ideas as they may manifest over the next few years.  I am setting myself a year to write this.

And a parting thought. I met Gerald from ball of dirt during the birthing period of ecosquared back in April, and he re-entered my mind recently. I had created a website in 2009 called takingthestand.org which was an attempt to seed the idea of going to eg Maldives and offering our futurist processes — if there is a need for solutions anywhere in the world, it is on islands which are threatened by flooding due to global glacial melt. It is the first time I have revisited the idea, and now equipped with financial protocols, I’d like to see if Gerald can see the potential for this. Anyone fancy a working holiday on the Maldives for a year…?



Eco^2 embodies an alternative business methodology. Remember that the fundamental protocol, mttp, is not based on exchange, and this means that everything which is related to it is different from current practice, including business methodology. Imagine, a world where the fundamental economic social contract is not based on exchange. What does this mean? Well, it takes many forms, and anyone who begins using mttp will notice some of the consequences.

Having engaged Mathew at Jump Marketing and Ken at Newhaven Agency, who gave high scores at the end of the first meeting and said they would invite me the next time I was in Edinburgh, have slid back into traditional methodologies. They begin to treat me^eco as a normal person, perhaps as a potential employee or as a saleman from another company. They want me^eco to put something in writing. This is a bad idea, since writing is a poor means of communication. I wish to give something freely to them, gems which may result in their improvement with their current clients or indeed attracting new clients. Since we^eco are not contractually obligated, and it is about person-to-person trust, then it is imperative that we engage in person. That is, there is a personal relationship which they may choose to honour or not. A faceless email, a bunch of letters on a page, just don’t work.

We^eco are not offering a thing like a salesman does, nor do we^eco wish to be employed. There is nothing to do but to engage, give what we^eco can, and should this be of value, to re-engage. It is not complicated. It is simple, genuine, no-strings attached, not even any contract — beyond what mttp and dmp induce. By entering into the writing game, into persuasion and conviction, we enter into sales, as if there is an exchange. Or, like a prospective employee or partner, a test of whether I^eco will conform to the regulations, the system which they employ. And, clearly, that is not what we^eco offer. We^eco offer liberation from the current system and structures. We^eco offer a new methodology which once they experience it, and put it into practice, will result in new clients, as well as a means of engaging “consumers” in a new way.

Basically, if the social contract is not based on exchange, how can we^eco stop ourselves sliding into the behavioural patterns that people in companies fall back into?

Only two answers have come to me so far. The first: the first engagement I must be ready to offer specific gems so that they are in a position to go with them. The danger is that because in the first engagement they have not really invited me knowingly, they may not appreciate the immediacy of the gift and the necessity for securing my future engagement. By offering me a contract, eg a single £100-day per week or per season, I shall not share that gem with others, thus providing them with the edge. Eg, if I offer them the Levi’s gem, I shall not share that gem with other marketing companies so that they have an exclusive approach to Levi’s.

The second: invite them to a meeting with others in the second engagement. That is, an action cycle. That is, introduce them to potential “clients”.

I had thought that the process is lean enough. That after the first engagement, there is an optional second scoping session where we offer gems and they open the potential for co-creation, and once there is proof in terms of moneyflow, new clients, implementation of a gem or adoption of eco^2 methodology, then we can move ahead with a convergence across different sectors. I still think this is just about the minimum. To cleave closer to the bone as suggested above, either with offering gems in the first engagement or inviting them to an action cycle without “evidence”, seem premature.

Once eco^2 is up and running, with some clout behind it, then this should be fast enough and real enough to work. But at this so early of stages, I am suffering from not having enough momentuum. Not enough capital, financial or social, to carry the process through. The sliding to a traditional methodology, to ask for things in writing, to attempt to grasp with understanding, or to check the web for historical validation, has occurred. Mathew and Ken are good people, there is no denying this. They have high quality of engagement and they are on their game. But they suffer from the methodological problems which nearly all people in companies do, which essentially comes down to distrust.

And trust is the operating system for anyone who is adopting eco^2 principles and practices. Trust is how we^eco roll. That’s how we^eco get results, that’s how we^eco get more trust to go further, and faster. eco^2: trust begets trust through results.

Please remember, I am learning the methodology as I go along. And the openness of the experience, the process, at all levels, is part of the eco^2 methodology. Again, this compares favourably to the traditional methodology where we have salesmen and proposals that are masked with confidence and false figures — just consider the traditional “business plan” and how spurious that process is. With eco^2, it is a process of co-creation. No matter how far down the line we go, how “successful” or “established” the protocols and our experience becomes, we are learning at the very edge of engagement with each and every new person. There is always the opportunity to learn. This is the source of innovation with eco^2, at it’s edge.