Solving 21stSolving 21stCentury Problems:Century Problems:

How Associations Can Innovate to ThriveHow Associations Can Innovate to Thrive

Jeff De Cagna, Chief Strategist and FounderJeff De Cagna, Chief Strategist and FounderPrincipled Innovation LLCPrincipled Innovation LLC

@pinnovation@pinnovation#21Cassns#21Cassns

what are the most difficultwhat are the most difficultproblems your stakeholdersproblems your stakeholders

face today and going forward,face today and going forward,andand what will your associationwhat will your association

do to help solve them?do to help solve them?

welcome to the social future!welcome to the social future!

social futuresocial futurethethe emerging ecology ofemerging ecology of peoplepeople

and platforms thatand platforms that enableenableinterdependent collaborationinterdependent collaborationand distributed value creationand distributed value creation

Number of WebNumber of Webusers worldwideusers worldwidein 2000/2010:in 2000/2010:

360 million/1.7 billion360 million/1.7 billion

U.S. cell phoneU.S. cell phonepenetration inpenetration in2000/2010:2000/2010:

34%/89%34%/89%Source: Source: Fast CompanyFast Company (March 2010)(March 2010)

““Meaning is the new currency.Meaning is the new currency.What we need now areWhat we need now are

people who are willing topeople who are willing tobreak the typical rules ofbreak the typical rules of

business and re-imagine thebusiness and re-imagine thepressing issues of our time.pressing issues of our time.””

--Doreen Lorenzo,--Doreen Lorenzo, frog designfrog design

what does it meanwhat does it meanto be a 21st centuryto be a 21st century

association?association?

the the thrivable 21st 21stcentury association willcentury association will

be be intentional about aboutsolving its stakeholderssolving its stakeholders’’most difficult problemsmost difficult problems

""Intention is the activeIntention is the activepartner of attention; it ispartner of attention; it isthe way we convert ourthe way we convert our

automatic processes intoautomatic processes intoconscious ones.conscious ones.""

--Deepak Chopra--Deepak Chopra

associations needassociations needto be intentionalto be intentionalabout innovationabout innovation

thrivabilitythrivabilitythe capacity to flourish bythe capacity to flourish by

capitalizing on the momentumcapitalizing on the momentumcreated by the social futurecreated by the social future

what are the most difficultwhat are the most difficultproblems your stakeholdersproblems your stakeholders

face today and going forward,face today and going forward,andand what will your associationwhat will your association

do to help solve them?do to help solve them?

three problemsthree problemsmanaging flowsmanaging flows

receivingreceiving support supportunlearning the pastunlearning the past

managingmanagingflowsflows

how is your associationhow is your associationhelping its membershelping its membersmanage increasinglymanage increasingly

strong and rapid flows of ofinformation andinformation and

knowledge?knowledge?

According to one estimate,According to one estimate,mankind created 150mankind created 150

exabytes exabytes (billion gigabytes)(billion gigabytes)of data in 2005. This year, itof data in 2005. This year, itwill create 1,200 will create 1,200 exabytesexabytes..

--The Economist (2/25/10)--The Economist (2/25/10)

three opportunitiesthree opportunitiesfocus on the abundancefocus on the abundance

build digital literacybuild digital literacyturn turn rivers into streamsrivers into streams

receivingreceivingsupportsupport

how is your associationhow is your associationsupporting itssupporting its stakeholdersstakeholders’’

efforts to make sense outefforts to make sense outvast quantities of vast quantities of important

information and knowledge?information and knowledge?

“…“…knowledge hasknowledge hasbecome so become so specialisedspecialisedthat it is impossible forthat it is impossible forany individual to graspany individual to grasp

the whole picturethe whole picture..””--The Economist (2/25/10)--The Economist (2/25/10)

10000 diseases10000 diseases30003000 drugsdrugs10001000 lab testslab tests

three opportunitiesthree opportunitiescontent curationcontent curationcontent mobilitycontent mobility

deep supportdeep support

unlearningunlearningthe pastthe past

how is your associationhow is your associationbuilding its stakeholdersbuilding its stakeholders’’capacity to develop newcapacity to develop new

ways of thinking about theways of thinking about theworld world as it is changing?

habits of mindhabits of mindmental modelsmental models

social is a way ofsocial is a way oflearning, and a waylearning, and a way

of unlearningof unlearning

three opportunitiesthree opportunitiesinquiry and discoveryinquiry and discovery

sociality is (un)learningsociality is (un)learningheuristics not algorithmsheuristics not algorithms

letlet’’s take somes take somequestions!questions!

some finalsome finalquestionsquestions

how will your associationhow will your associationmanage the tensionmanage the tensionbetweenbetween its need forits need for

stakeholder intimacy andstakeholder intimacy anditsits stakeholdersstakeholders’’ demands demands

for greater privacy?for greater privacy?

how will your associationhow will your associationconnectconnect uniquely withuniquely with

stakeholders whosestakeholders whoserelationships arerelationships are

increasingly digital, publicincreasingly digital, publicand highly networked?and highly networked?

how will your associationhow will your associationmanage its stakeholdermanage its stakeholder

relationshipsrelationships as aas anegotiated exchange ofnegotiated exchange ofvalue instead of avalue instead of a presetpreset

package of offers?package of offers?

jeffpi1@gmail.comjeffpi1@gmail.comwww.principledinnovationblog.comwww.principledinnovationblog.com

www.facebook.com/jeff329www.facebook.com/jeff329Twitter: @pinnovationTwitter: @pinnovation