Cradle to Cradle - all products need to be designed so that they can be reused or reclaimed.
5 vectors make the mesh viable;
the economic crisis has created distrust of companies, the crisis has made people reconsider what is valuable to them, climate change is increasing the cost of business, greater populations and urban density favor mesh, information networks have matured.
you can create a flash brand that is finely tuned to a particular community at the key time it is needed.
It is no longer critical to think what is next, instead think what is first (important)
5 types of risk due to climate change:
physical ( weather)
value unused = waste = food for a startup
7 keys to building trust in the mesh:
say what you do and manage expectations
use trials and tests ( Think Tim Ferriss tests)
do what you say ( credibility)
delight customers ( think zappos)
embrace social networks ( ex. Kevin Rose)
value transparency but protect privacy ( Facebook's issues)
deal with negative feedback quickly and skillfully
advertising is less effective than word of mouth
Mesh businesses are information companies
1. nature is not only integrated, it abhors vacuums and it identify and then fills niches quickly
2. nature is resilient and adaptive
3. in nature waste is food
Think how Virgin creates a business after a business to see what sticks and what does not
niches occur when customers are restless about current choices.
open architecture can drive hyper innovation
customers like transparent
4 questions to ask yourself;
1. how could a physical asset be managed using technology that allows the entrepreneur to offer and track the asset.
2. what would you need to know about the customer that you wouldn't need to know if you sold outright
3. what kind of promise of service does it take to thrive and what can you do to reduce customer risk.
4. what are you passionate about? ( not sure this is necessary, passion can breed blindness to market viability.)
Define. Refine. Scale
2 key markets right now for platforms are retiring Boomers and young people.