Charles Leadbeater : Cloud Culture (Culturemondo dedate at PICNIC)
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Charles Leadbeater Cloud Culture
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These slides are from a presentation given by Charles Leadbeater at PICNIC festival in Amsterdam in September 2010. The session was called "Open the Vault - New Business Models for culture and heritage" and was one of three debated hosted by Culturemonod as part of the festival.
Transcript of Charles Leadbeater : Cloud Culture (Culturemondo dedate at PICNIC)
Charles Leadbeater
Cloud Culture
Charles Leadbeater
A guide to the world in four crude diagrams
Diagram One: What Kind of Innovation?
Sustaining
Disruptive
OutsideInside
Sustaining
Disruptive
OutsideInside
Same goal and same but improved means
Sustaining
Disruptive
OutsideInside
Revised goals, different but institutional means
Sustaining
Disruptive
OutsideInside
Same goals different mix of means
Sustaining
Disruptive
OutsideInside
Different goals allow very different means
We need a mix of all four to work together
Sometimes they conflict: improve can be the enemy of transform
Transformation : reframing challenges and resources is political, requires advocacy, communication and mobilisation
Diagram Two: How we talk and engage
Low Volume
High Volume
High Engage
Low Engage
High Engage
Low Engage
Low Volume
High Volume
High Engage
Low Engage
Low Volume
High Volume
Traditional politicsMass marketing Industrial media
High Engage
Low Engage
Low Volume
High Volume
Museums
High Engage
Low Engage
Low Volume
High Volume
French wine
High Engage
Low Engage
Low Volume
High Volume
Detached elites
High Engage
Low Engage
Low Volume
High Volume
Australian wine
High Engage
Low Engage
Low Volume
High Volume
Populist elites
High Engage
Low Engage
Low Volume
High VolumeFox News +
Talk Radio +Tea Party
High Engage
Low Engage
Low Volume
High VolumeCelebrity
Personality Charisma
High Engage
Low Engage
Low Volume
High Volume
Social mediaMumsNet
High Engage
Low Engage
Low Volume
High Volume
Networked models
High Engage
Low Engage
Low Volume
High Volume
Everyday life
High Engage
Low Engage
Low Volume
High Volume
Quiet
Chanting
Buzz
Lecture
Changing communications changes the way we innovate
Diagram Three: Mass Innovation
Many contributors
Few contributors
Few Benefit
Many benefit
Few Benefit
Many benefit
Many contributors
Few contributors
Few Benefit
Many benefit
Many contributors
Few contributors
BespokeNiche
Few Benefit
Many benefit
Many contributors
Few contributors
Highbrow Culture
Few Benefit
Many benefit
Many contributors
Few contributors
MassIndustrial Culture
Few Benefit
Many benefit
Many contributors
Few contributors
Corporate open innovation
Few Benefit
Many benefit
Many contributors
Few contributors
X Factor
Few Benefit
Many benefit
Many contributors
Few contributors
The App Store
Few Benefit
Many benefit
Many contributors
Few contributors
The App Store
The App Store
Few Benefit
Many benefit
Many contributors
Few contributors
CommunityOpen Source
Few Benefit
Many benefit
Many contributors
Few contributors
Massmicro-credit
Few Benefit
Many benefit
Many contributors
Few contributors
City = space for collective
imagination
Few Benefit
Many benefit
Many contributors
Few contributors
Cloud Culture
Few Benefit
Many benefit
Many contributors
Few contributors
BespokeCulture
MassPopular Culture
X Factor
Cloud Culture
Few Benefit
Many benefit
Many contributors
Few contributors
ScaleSpread
SmallSourcing
All of that has an impact on how social change comes about
Diagram Four: The Logic of Social Change
Big Impact
Small Impact
Low investment
High investment
Low investment
High investment
Big Impact
Small Impact
Low investment
High investment
Big Impact
Small Impact
Everyday life
Low investment
High investment
Big Impact
Small Impact
All innovation ends here: make the new
normal
Low investment
High investment
Big Impact
Small Impact
Bilbao Guggenheim
Low investment
High investment
Big Impact
Small Impact
BilbaoGuggenheim
Copies of Bilbao
Low investment
High investment
Big Impact
Small Impact
Physical regeneration
Low investment
High investment
Big Impact
Small Impact
Traditional public services:
families in crisis
Low investment
High investment
Big Impact
Small Impact
Infrastructure platforms for mass
engagement
Low investment
High investment
Big Impact
Small Impact
Word of mouthViral change
Low investment
High investment
Big Impact
Small Impact
PiggybackConnect small
packets
Low investment
High investment
Big Impact
Small Impact
Florida’sChristian Taliban
The Four Diagrams
Is cloud culture transformational ?
Transformational social innovation is:
highly engaged but often low volume
Transformational social innovation:
seeks big impacts from small investments
Transformational social innovation is:
Starts with few becomes many to many
Transformational social innovation:
mixture of the very old and new
Multiple threats to open cloud culture:
Rearguard action by traditional media
Multiple threats to open cloud culture:
Government control of the cloud
Multiple threats to open cloud culture:
The Cloud Capitalists
Multiple threats to open cloud culture:
Open to whom and to do what?
