Norman Macrae -The Economist pro-youth economist -bravo sir fazle abed & jack ma
x exercise fall13 - help edit what youth networkers most exciting back from future postcard of next 2 years looks like for Muhammad Y...
|case study 1 - for 25000 youth curriculm in Atlanta on how
Masterbriefing is one of the simpler of 12 ways to get (your peer networks) involved in valuing a brand's costs and benefits -partly because it frees a brand's heaviest consumers to be more fussy in questioning whether the brand has been taken over by its own image hype than their (our humanly) purposeful realities. It can even inoculate you from a brand doing a psycho job on you -addicting you in its battle over your mind and the way cultural beliefs are associated in it by communications intended to dumb you down as oppose to the entrepreneurial goal of becoming more productively free and happy.
By 1993 world class brands experts had collaborated in compiling over a hundred ways that brands spend money on communicating themselves -which of these ways is effective at what? And how does a brand make sure it mediates its suppliers of this ways instead of becoming addicted to being driven by the interests of eg those who create tv adverts. So this is one way of questioning whether a brand has a service purpose to the human race or is an ever more costly sink as part of a world that now spends more on media than making stuff. Furthermore most of the biggest internet companies in 2013 view themselves as an another way of mixing up advertising costs - be careful the more social they shout that they are the less likely this is to be the case judged by the open education purpose of Entrepreneurial Revolution (founded by father in The Economist in 1972) to design the internet to empower a 10 times more productive and smarter generation. The next few years may well determine whether the internet succeeds as the most open education media ever designed (the original practice purpose of alumn of Berners Lee) or taken over by commercial advertisers and their vested interests in big dominating the planet
download (free) and help update our book's curriculum on mediating ... and everyone's most valued company brands
Introduction- my family and friends we trust are old-fashioned (Keynsian, Wilsonian, Smithsian ...) when it come to economics. We're microeconomists interested in questioning what systems designs advance the human lot empowering your next generation to lead more fulfilling lives by earning a loving serving one another more purposefully. Ironically while many regard my father's 40 years at The Economist from 1948 as a successful period in which the paper went from 3rd ranked weekly UK paper to unique global viewpaper, my father was concerned with how economist of his generation lost their way in serving the 99%. In particular how commercial mass media became the most uneconomical infrastructure human beings have ever got chained to, and what opportunities new internet media have to resolve this economic crisis before Big Brotherdom irreversibly loses sustainability of the human race as a 7 billion plus species.
In 1988 as father prepared for an active retirement (eg writing biography of John von Neumann) from continuously debating weekly debates of transparency of leadership purpose, we set up the World Class Brand network for media experts who believed it was possible to do good for humanity with media not trap peoples in ever most costly and bossy value chains.
Danone's masterclass in Masterbriefing by Muhammad Yunus
Yunus tells the story jokingly but seriously of how he got involved in the packaging mix of the world's first produce of a global social business partnership - a fortified yogurt designed to be so yummy and affordable that it could cure some of the nutritional challenges of being an infant in the poorest of Bangladesh villages
Can this product be produced out of local microfranchises near to the village instead of out of one monster factory - that way local milk can be its most economical ingredient and local jobs can be maximized in producing and selling it?
Can the packaging be made biodegrable- the poorest already suffer the most from waste- we shouldn't be asking them to spend their own money or adding to loss of sustainability of planet
In fact can the packaging be made edible - like that of an ice cream cornet- why should the poor be paying for anything that isn't directly of value to them?
All of these questions make great common sense when a product's marketing is aimed at maximizing local productivity and growing healthy community. Grameen Danone Shokti isn't about designing a product that is able to shout out from the clutter of shelving space in a supermarket with quarter of a million items.
This isnt to say you should use poor design of the brand's identity - a brand that is a 3 year old's best friend because it is affordable, yummy and does the child good deserves an identifier system up for such a really useful purpose. What this product sub-brand doesn't need to worry about is a logo that will have high impact on tv advertising something it wont be spending its money on. Here we are talking about the masterbriefing design of the Shokti sub-brand. A whole different leadership responsibility will be how DANONE is masterbriefed to accommodate its newest baby family member as it evolves the new reality of purpose that Yunus mindset is bring to the whole corporation of DANONE - its future history and potential goodwill multipliers in all its markets. Interestingly the Yunus experience in Bangladesh has led Danone -through its -and the world's first -social business fund Danone Communities - to support a nutritional infant product in China but this time away from its founding brilliance in milk products and into a grain based product. Just imagine if Danone can be associated with a life saving , economical and yummy produce for Chinese infants. That branding credit could be worth/trusted to China's upcoming generations far more than any image that tv ads can spin
Masterbriefing elements of mix most valuable to transforming markets to value hardest working people include: moblising community microhubs, extreme creativity of twin social labs, capital metahubs that dare to value youth massive collaboration first, millennium goal solution postcards, MOOCs, reality tv programs hosted by world's most trusted entrepreneurs ; googledocs for arrangiing 25000 person open space summits with million youth virtual interactive webcasts;
THE GREATEST RISE IN 15 MILLION FAMILIES PRODUCTIVITY ACHIEVED IN ! GENERATION WITH ALMOST ZERO RESOURCES
This case blossomed in Bangladesh over its 42 year transition to date - from poorest and newest 100 million plus nation to the one that has most successfully innovated dozens of microfranchises round village women. So-called Bangladeshi microcredit formed round circles of 60 village mothers who were not only trusted with credit to start up village services but encouraged to own 60--people market exchanges and swap knowhow on life critical matters particularly to do with maternal and infant care. The thousands of barefoot bankers sent out to the villagers to moderate these weekly exchanges were also distributors of new opportunities. Grameen's first non-financial service was as simple as bankers distributing 1 cent bags of carrot seeds- growing vegetables being the most vital solution for under-vitamised village children. Many other crop sciencesystems designed round the poorest followed In parallel came an Aga-Khan award winning architectural design for a one room hut -designed to be monsoon proof, cyclone-proof, with a pit latrine for hygiene, and only available to women to own. All of these microfranchises started with tests in one village circle and then replicated fast through all hubs once they had demonstrated their cultural and economic value from the ground-up.
All the while the mothers communally agreed to invest their surplus income in their next generation;s schooling and helath -breaking generations of illiteracy. Perhaps the most remarkable media transformation started in 1996 when Yunus was the first to bring mobile phones to the villages. Initially one women per circle was franchised to be the telephone lady empowering the whole village circle to connect with the most valuable information across hubs - such as better information of market prices and sharing ever better knowledge on health .
THE EMERGENCE OF THE MOST DRAMIC NETWORK OF VILLAGFE HUBS
What has previously been separated 60-villager circles with the least infrastructure in the world including no electricity started to linkin the most valuable mobile apps. At the same time what Yunus and others had achieved with barefoot banking - through bankers living in the villages and taking the banking circle weekly to each centre started to be networked with barefoot solar energy engineers.
Twin labs offer partnerships between a society as lab with a deepest in world community problem and a well resourced organisation -they are one of the top 5 ways in which Bangladesh's bottom-up grassroots networks became the most valuable exemplar of organisational transformation started in The Economist's 1972 future competition "Entrepreneurial Revolution"
Download a world bank report on this innovative new product development process
http://normanmacrae.ning.com/xn/detail/6339278:Comment:17450Here is an early draft of the back from he future postcard of what might be Muhammad Yunus' most exciting journey of the next 2 years
of course the point of such a stimulus is to invite thousands if not millions of youth to virtually re-edit this with alternative mapping options - something that micro-woki type formats make it easy and cheap to explore
Yunus Creative lab Inc USA is the new massive partnering 501-certified foundation for funding youth's most socially collaborative entrepreneurial projects to be launched 22 Nov 2013 with Ted Turner, JImy Carter and Muhhamd Yunus
Between 2013-2015 Atlanta is searching for 25000 youth most interested in linking in to this live and celebrating this virtually with massive youth activists; fall 2015 is intended to be a magic moment for converging many extreme innovation quests: those of the first 3 years of MOOCs, thise of the next 3 years of Nobel Laureate Summits (Poland013, Capetown014, Atlanta015); wiking post 2015 millennium goals and mapping the future of microeducationsummits - and you tell us
what massive live experiemnts can ynus and educators practice on this journey - eg withy the world's most popular school Lucknow's 50000 world citizen curriculum - how can the joy of the yunus family update real consequences of "I'd like to teach the world to sing in perfect harmony" when greeting 25000 youth in Atlanta
Back in 1996 the world's 2 most radical pro-youth economists (Yunus and Soros) collaborated in the start-up grameen phone- 20 years on,can their combined resources and knowledge circuits out of B & B bring Atlanta's Mobile Youth change's greatest ever gift for humanity
Isn't it time that Dhaka joined in the worldwide development circle of greatest IHUBs (eg Kenya) and ILabs?
Prior to Atlanta Nobel Laureates ports of call include (the central europe capital that celebrates Walesa and Gorbachev) and the capital that celebrates Mandela and country that was gandhi's second home and since the start of the new millennium has blossomed as the free university's first home. Its also where Soros first practiced philanthropy in 1979.