A story engineering model for change-makers, innovators and intentional / social entrepreneurs. Its Work-In-Progress but coming along nicely. Given to a band of wonderful ethical entrepreneurs at Amherst College in August 2011 in partnership with Sansori.

1. @MIND_MAVERICK
STORIES &
BRANDS
FOR INTENTIONAL
ENTREPRENEURS
NICK JANKEL, WECREATE
AMHERST
AUGUST 2011

2. “In the beginning was
the word.”
JOHN 1.1.

5. 70%
OF WHAT WE LEARN IS THROUGH STORIES

6. STORIES
DEFINE OUR SOCIETY AND OUR WORLD

7. "The universe is
made of stories,
not atoms."
MURIEL RUKEYSER

8. CHANGE
THE WORLD?
FIRST YOU MUST CHANGE THE STORY

10. IMAGINE
IF YOU TOLD A STORY THIS POWERFUL
WITH YOUR ENTERPRISE...

11. STORY
WHAT IS ONE?

12. “A fact is interesting,
an idea is important,
but only a story, a
good argument, a
well-crafted narrative
is amazing, never to
be forgotten.”
KEVIN KELLY

13. (RE)
CREATION

14. “Legendary totemic beings wandered
over the continent in the Dreamtime,
singing out the name of everything that
crossed their path - birds, animals, plants,
rocks, waterhold - and so singing the
world into existence.
Even today, when an Aboriginal mother
notices the first stirring of speech in her
child, she lets it handle the 'things' of that
particular country: leaves, fruit, insects
and so forth. The child at its mother's
breast, will toy with the 'thing', talk to it,
test its teeth on it, learn its name, repeat
its name.”
BRUCE CHATWIN

15. STORIES
PROBLEM
STRUGGLE
(RE)SOLUTION

16. PROBLEM
FROM THE SILVER MINES OF THE NEW WORLD
TO THE ALUMINUM FACADES OF THE BANKS
THAT ARE TOO BIG TO FAIL, WE HAVE BEEN
EXTRACTING VALUE & EXPLOITING FROM
PEOPLE & PLACES ALL IN THE NAME OF

17. ‘FREEDOM’

18. PROFIT

19. STRUGGLE

20. “And God said: Let man
have dominion of the fish
of the sea, and over the
fowl of the air. and over
the cattle, and over all the
earth, and over every
creeping thing that
creepeth over the earth.”
GENESIS 1, 26

21. LACK, FEAR, PROPERTY, GREED, LOVE,
BROTHERHOOD, TITHING, CHARITY,
INVENTION, REVOLUTIONS,
PHILANTHROPY, ABOLITIONISM, CO-OPS,
PATERNALISM, NEW DEALS, MCCARTHY,
CIVIL RIGHTS, HIPPIES, AID, REAGAN, 3RD
WAY, DEVELOPMENT...

22. RESOLUTION
HOW DO WE KEEP CAPITALISM AND ITS
(DIS)CONTENTS BUT MAKE THE WORLD
MORE JUST, EQUAL AND PEACEFUL FOR THE
MAJORITY?

23. BEYOND
PROFIT

24. INTENTIONAL
ENTERPRISE

25. RECLAIM
THE STORY

26. RECALIBRATE
CAPITALISM TOWARDS SOCIAL EQUALITY

27. COLLECTIVE
CAPITALISM

28. DANCE
BETWEEN AFFIRMING OUR CORE BELIEFS
ABOUT THE PAST AND SHINING LIGHT ON A
NEW FUTURE

29. "If you’re going to
have a story, have a
big story, or none at
all."
JOSEPH CAMPBELL

30. ENTERPRISE
STORYTELLING

31. WHY?
DO ENTREPRENEURS TELL STORIES?

32. INTEREST
ENGAGE WITH YOU, YOUR COMPANY OR
BRAND

33. INSPIRE
PEOPLE TO SEE THINGS IN A NEW WAY

34. INVITE
OTHERS TO ACT IN A CERTAIN WAY

35. INFLUENCE
IS KING IN THE AGE OF NETWORKS,
MATRICES & COLLABORATIONS

36. 7 ELEMENTS

37. CONTEXT
CONFLICT
CONVENTIONS
CHALLENGE
CONSCIOUSNESS
CONCEPT
CONCRETE IMPACT

38. CONTEXT
THE STATE OF THE WORLD
THE PROBLEM AS MOST SEE IT
(WITHOUT CONTEXT THERE IS NO MEANING)

39. THIS IS THE WAY THE WORLD IS....
A STORY OF 1 PERSON CAN BE MORE
POWERFUL THAT FOR ALL

40. CONFLICT
THE STRUGGLE, THE CONTRADICTIONS, THE
RESISTANCE, THE REACTION

41. MANY HAVE TRIED AND FAILED BY...

42. CONVENTIONS
THE CONVENTIONS OF THE SECTOR
THE ROOT CAUSES OF THE PROBLEM
THE WORLDVIEWS THAT CREATE IT

43. THIS IS BECAUSE IT IS GENERALLY BELIEVED
THAT...

44. The Problem
Conventional
Explanation
Conventional
Mindset
Conventions &
Assumptions

45. Brand: Apple
Non-techies are not buying The Problem
or using computers as
much as they should. Disruptive
Solution
Conventional
Explanation
Computers are not
designed for creativity
(and creative people
won’t buy them). Disruptive
Vision
Conventional
Mindset
Productivity is key
reason for existence.
This is the essence of
modern man.
Disruptive
Mindset
Conventions &
The universe is a Assumptions
mechanism. We
are cogs in that Disruptive Insights
machine. & Truths

46. CHALLENGE
THE TRUE PROBLEM, THE REAL QUESTION,
THE STATEMENT OF INTENT, THE OPENING
TO CHANGE
(BEST WHEN UNEXPECTED, DELIGHTED IN &
COMES FROM LOVE)

47. SO ACTUALLY THE REALLY CHALLENGE IS
HOW TO...

48. CONSCIOUSNESS
THE INSIGHTFUL REALIZATION, THE
TRANSFORMATION, THE CREATIVE LEAP,
THE NEW WAY OF THINKING
THE BOON!

51. THEREFORE IT DOESN’T HAVE TO BE THIS
WAY BECAUSE...

52. CONCEPT
THE IDEA, THE SOLUTION, THE VISION, THE
OPPORTUNITY, THE POSSIBILITY
(IDEALLY AN EYE-OPENING CALL TO
ACTION)

53. WHAT IF...

54. Brand: Apple
Non-techies are not buying The Problem
or using computers as Think different with a Mac.
much as they could. Disruptive
Solution
Conventional
Explanation
Computers are not
Computers can be a force
designed for creativity
for creative thinking &
(and creative people
creative professionals.
wouldn’t buy them). Disruptive
Vision
Conventional
Mindset
Productivity is key
We are here to
reason for existence.
express ourselves
This is the essence of
not to produce stuff.
modern man.
Disruptive
Mindset
The universe is a Conventions & The universe is an
Assumptions
mechanism. We evolving, creative
are cogs in that network - so we
Disruptive Insights
machine. are all creative.
& Truths

55. CONCRETE
TANGIBLE IMPACT IN THE REAL-WORLD
WHAT IS IN IT FOR THEM?

56. HERE IS HOW THAT (MIGHT) LOOK & FEEL...

58. “IDEAS”
CHALLENGE
CONVENTIONS CONSCIOUSNESS
CONFLICT CONCEPT
CONTEXT CONCRETE IMPACT
“REALITY”

59. What is the state of play? Are there any
1 CONTEXT shocking facts and figures? Can you tell me
about one person who is suffering?
What has already been thought of that has
2 CONFLICT failed? What have you struggled with before you
saw the light?
What are the things everyone thinks that are the
3 CONVENTIONS root causes of the problem? What part of the
current story is no longer working?
So what is the real task at hand? What
4 CHALLENGE question are you hoping to answer?
How do you think that could radically change
5 CONSCIOUSNESS all this? What is the insight you have had that
changes the conversation?
6 CONCEPT What is the essence of your idea?
CONCRETE How does it, or could it, have an impact?
7 What analogies, parallels could you draw on?
IMPACT
(COMPANY So what is your concept or company
-8 called?
NAME)

60. FOOD
FOR THOUGHT...

61. STRUGGLE
IS RESOLVED BY A HEIGHTENED
UNDERSTANDING
EXEMPLIFIED BY THE CHARACTER ARC

62. INCLUDE
NOT JUDGE, COMPLAIN, OR ATTACK

63. "You can never
change things by
fighting the existing
reality. To change
something, build a
new model that
makes the existing
model obsolete."
BUCKY

64. HERO(INE)
CUSTOMER, TRIBE, ENTREPRENEUR,
PRODUCT, BRAND, IDEA?

65. YOU?

66. WHY?
DO YOU WANTO CREATE AN INTENTIONAL
ENTERPRISE?

67. ENGINES
FEAR
FORTUNE
FAME
FRUSTRATION
FREEDOM

68. DESIRED
RESULT
WHAT DO YOU WANT PEOPLE TO THINK,
FEEL & DO AFTER THE STORY?

69. SHARE
WHAT IS THE SHARED RESOLUTION THAT
INVOLVES THE AUDIENCE AS MUCH AS THE
HERO?

70. WIN WIN WIN
WHERE CAN I, MY USERS / PARTNERS &
SOCIETY WIN?

71. LOOPS
ALLOW THE LISTENER TO COMPLETE THE
LOOP

72. SPIRAL
AS ONE LOOP COMPLETES, ANOTHER OPENS

74. 1 IN 5
WILL BECOME DEPRESSED THIS YEAR

75. 10 MILLION
KIDS ON RITALIN IN US ALONE

76. NO. 2
BURDEN ON GLOBAL HEALTH IS
DEPRESSION

77. 300,000
CHILDREN ON ACTIVE DUTY

78. 3 MILLION
KIDS DIE A YEAR FROM MALARIA

79. 5 YEARS
OF MOSQUITO NETS FOR EVERY BED IN
AFRICA FOR THE SAME THE PENTAGON
SPENDS A DAY

80. 500
PEOPLE OWN MORE THAT 5 BILLION

81. 400,000
ADDITIONAL BATTLE DEATHS IN AFRICA BY
2030 DUE TO GLOBAL WARMING

82. IS THIS NOT
CRAZY?

83. FAIL
AID
TRADE
REGULATION
MEDICATION

84. SYSTEM
DESIGNED AROUND THE IDEA THAT WHAT
LOOK LIKE EXTERNAL SOCIAL PROBLEMS
NEED EXTERNAL SOLUTIONS

85. WE KNOW
FROM OUR EVERYDAY LIFE THAT NOTHING
CHANGES UNTIL WE CHANGE OUR MINDS

86. CRISIS
SOCIETY’S MOST PERNICIOUS PROBLEMS
STEM FROM A CRISIS OF MINDSET NOT A
CRISIS OF CREDIT OR ANYTHING ELSE

87. EVERYTHING
WE NEED TO SOLVE MOST - IF NOT ALL -
OUR GLOBAL PROBLEMS ALREADY EXISTS

88. BLOCKAGE
IN HOW WE THINK & ACT

89. TOOLS
TO OPEN UP MINDS & DESIGN CREATIVE
SOLUTIONS ALREADY EXIST

90. HOW
DO WE GET THE TOOLS FOR HUMAN
DEVELOPMENT INTO THE HANDS OF THOSE
WHO CAN USE THEM TO SOLVE THEIR OWN
PROBLEMS & THOSE OF THE COMMUNITY?

91. COSTS
A FORTUNE

92. EXPERTS
ARE NEEDED

93. "In the long history of
humankind (and animal
kind, too) those who
learned to collaborate
and improvise most
effectively have
prevailed.”
CHARLES DARWIN

94. PEER
POWER THE MOST INFLUENTIAL FORCE ON
EARTH

95. WISDOM
EVERYTHING - FROM THE ANCIENTS TO THE
LATEST NEUROSCIENCE - CAN BE CODIFIED
INTO TOOLS FOR ALL TO USE

96. EVERY
HUMAN
CAN BE PART OF THE CO-CREATION OF A
RADICALLY BETTER WORLD IF THEY ARE
GIVEN THE TOOLS, ENCOURAGEMENT &
FRAMEWORKS

97. WECREATE
PROVIDE AS MANY PEOPLE AS POSSIBLE
WITH THE TOOLS, IDEAS & INSPIRATION TO
CO-CREATE A RADICALLY BETTER LIFE /
ENTERPRISE / WORLD

99. IMAGINE
BRINGING TO LIFE ACROSS MULTI-MEDIA
WISDOM THAT ENGAGE PEOPLE IN CO-
CREATING A BETTER WORLD TOGETHER

100. INNOVATIONS
P2P TOOLKIT
FESTIVAL EXPERIENCES
TV & RADIO SHOWS
THE LIFE LAB
THE ACCELERATOR
THE ULTIMATE TRIP

101. “Nick’s ideas were trailed on the Australian
government's Department for Innovation.
Now that's the diffusion of innovation in
practice!”
“My wife thinks I have had a brain
transplant”
“The toolkit is neat, fun and engaging. It is
simply spectacular and mindblowing that
you've integrated all those essential
practices and insights.”
“They are overflowing with inspiration and
practical commitments towards making
innovation their new way of life.”

102. TOGETHER
EVERYTHING
IS POSSIBLE

103. SAID ANOTHER
WAY...

105. FOLKS

106. SPLIT

107. TRAUMA

108. LOST

109. SHAMEN

110. THERAPY

111. ATHEISM

112. PSYCHIATRY

113. AFRICA

114. LOVE OF
WISDOM

115. DEPRESSED

116. MORE
THERAPY

117. IV(OR)Y
TOWER

118. MAD MEN

119. COACHING

120. MIND
POWER

121. CLUETRAIN
MANIFESTO

122. “A powerful global conversation has
begun. Through the Internet,
people are discovering and
inventing new ways to share
relevant knowledge with blinding
speed. As a direct result, markets
are getting smarter—and getting
smarter faster than most
companies.”

124. BURN OUT

125. COOK
ISLANDS

127. INNER
REVOLUTION

128. INNER
REVOLUTION

129. “Excess of sorrow
laughs. Excess of joy
weeps.”
WILLIAM BLAKE

130. FLIP THE
TOOLS

131. FREEDOM
TO / FROM

133. SOCENT

135. SCUBA
DIVING

136. AA

138. MULTI
PLATFORM

140. 7 YEARS OF
STRUGGLE

141. THE LONG
WALK
HOME

142. 7 YEARS OF
STRUGGLE

143. 7 YEARS OF
HONING

144. THE
PRODUCTS

145. 145

147. 147

149. 149

150. 2012
JAPAN
SERENITY THROUGH CREATIVITY;
HARMONY WITHIN NATURE WHAT ARE ULTIMATE TRIPS?
March / April 2012 (Cherry Blossom Season)
Ultimate Trips are designed to facilitate deep and
powerful transformation through an ‘active’ retreat ABOUT THE HOST
In Japan join us to.... Internalise quietude and experience, harnessing our shared, unique and precious
cultural heritage to shift our inner world through Nick Jankel is an extreme traveller, philosopher, psychologica
elegance through the art of the Tea Ceremony; experience. anthropologist,inspirationalspeakerandtransformationalcoach
explore the perfection of imperfection with Wabi teacher. He designs experiential ways to engage us in transformat
Ultimate Trip experiences are designed for the discerning,
Sabi; have a peak experience whilst flower arranging; independent traveller, part-cultural adventure and part- At 18, Nick spent a year in rural Africa, and it changed his view
dive into a many-handed massage in a Ryokan spiritual retreat. life forever, driving his social innovation work and prompting him
traditional hotel; explore the spiritual warrior study psychology, anthropology and the world’s wisdom traditi
We immerse ourselves in a curated sequence of unique
for half a lifetime. Now, almost 20 years later, he has spent his ad
archetype through Kyudo archery, the ancient cultural experiences in a country or region chosen because
life traveling the world for answers to our emotional, spiritual
‘way of the bow’; find peace in the waterfalls and creating the right conditions for transformation through psychologicalchallenges.Hehasexploredthemystical,shamanic
enjoying festivities and celebrations, wisdom traditions, art spiritual best of whatever country he has found himself in. Nick
mountain pathways of the legendary Kii Peninsula, also travelled the world many times over researching culture, tre
forms, spiritual rituals and more.
home of the Yamabushi ‘Mountain Ninjas’; explore and psychological mindsets for many of the world’s most innova
the sublime in the legendary gardens of Kyoto. Each morning we meet to set intentions for the day. companies.
Each evening we come together to share insights from our
experiences and engage in peer-to-peer work to integrate it He holds a triple 1st Class Degree in Philosophy and Medicine f
inside us. On some evenings, we enjoy a ‘SoundWaves’ live DJ- Cambridge University. His transformative ideas have found their w
BENEFITS OF THIS ULTIMATE TRIP: led music meditation to further embed the transformations to Prime Ministers and Fortune 500 Chief Executives right thro
glimpsed during the trip. to billionaires and gang members in Africa. He is deeply passion
about the role transformational experiences can play in buildi
The cohesion, interconnection and intentionality of better world. He writes for The Guardian and The Financial Time
the group is more important than the exact itinerary, which
the power of ideas to change the world.
Find more about our vision, tours and social mission at www.nickjankel.com
www.ultimatetrip.tv
150

151. THE
QUESTIONS

152. "Be patient toward
everything unresolved in
your heart and try to
love the questions
themselves... the point is
to live everything... live
the questions now.”
RAINER MARIA RILKE

153. HOW CAN I...
CONNECT
MY TALENTS WITH THE WORLD’S PRESSING
NEEDS?
THE DOTS OF MY STORY INTO MEANING,
PURPOSE & DIRECTION?
MY INTUITION IN THE MOMENT WITH THE
UNFOLDING REALITY OF THE VISION?
INDIVIDUAL CREATIVITY & LOVE?

154. “Don't ask what the world
needs. Ask what makes
you come alive, and go do
it. Because what the world
needs is people who have
come alive.”
HOWARD THURMAN

156. “The ability to see our
lives as stories rather
than unrelated, random
events increases the
possibility for significant
and purposeful action.”
DANIEL TAYLOR

160. "Those who do not have
power over the story that
dominates their lives
— the power to retell it,
rethink it, deconstruct it,
joke about it, and change
it as times change -
truly are powerless,
because they cannot think
new thoughts.”
SALMAN RUSHDIE

162. WHAT IS
YOUR
BOON?

164. “IDEAS”
CONSCIOUSNESS
SHIFT
CONVENTIONS CONVICTION
CONFLICT CONCEPT
CONTEXT CONCRETE IMPACT
“REALITY”

165. What is the problem or need? What is the state of
1 CONTEXT play? Are there any shocking facts and figures? Can
you tell us about one person who is suffering?
What has already been thought of that has
2 CONFLICT failed? What models of change have you
struggled with before you saw the light?
What are the underlying assumptions that generate the
3 CONVENTIONS problem? What are the things everyone thinks that are
actually the root causes of the problem? What part of the
current story is no longer working?
CONSCIOUSNESS How do you see things differently? What is
4 your insight into human nature or the world
SHIFT that opens up a new possibility?
So what is the scope of the challenge or opportunity? What
5 CONVICTION question are you hoping to answer with your project? What
do you see as the opportunity? What is your intent?
What is the essence of your project? What,
6 CONCEPT for who, when, where? Longer term, what is
the biggest vision you want to realise?
CONCRETE tworld?
How does it, or could it, have an impact? How
7 can you bring it to life in words or images? What
IMPACT analogies, parallels could you draw on?
So what is your concept or company
8 COMPANY called?

166. BRAND
WHAT IS ONE?

167. PORTFOLIO PROPOSITION
DNA
STORY POSITIONING PROVENANCE
PROMISE ASSETS
VALUES VISION

168. 60%
OF A COMPANY’S VALUE IS BASED ON SUCH
‘INTANGIBLES’

169. EXIST
WHETHER WE ‘DIRECT’ THEM OR NOT

171. CHOICE
EMPOWERING OR DISEMPOWERING

173. BRANDS
ARE ORCHESTRATED STORIES OVER TIME &
SPACE

174. EDIT
WE HAVE TO SNIP & CUT OUR STORY INTO
DIFFERENT CONTEXTS TO CO-CREATE WITH
OUR STAKEHOLDERS THE BRAND

175. ATTENTION
ECONOMY
MOST PEOPLE HAVE VERY LITTLE TIME - SO
THEY NEED TO BE OFFERED A ‘SHORTCUT’
FOR OUR STORY THAT PLAYS OUT OVER
VARIOUS INTERACTIONS

176. THE FULL STORY
MANIFESTED
POSITION
(ING) VALUES
TODAY 5 YEARS

177. INTERPRET
YOUR FULL STORY IN THE REALITIES OF
TODAY. THE CURRENT CLIMATE, TRENDS,
COMPETITION, USER BEHAVIORS IN A
SIMPLE AND COMPELLING WAY

178. GET
FUNDERS / USERS
INVESTORS
INTERNAL EXTERNAL
POSITIONING
SUPPLIERS /
EMPLOYEES
COLLABORATORS
GIVE

179. CONNECT
NICK@WECREATE.CC
@MIND_MAVERICK
WECREATE.CC
ULTIMATETRIP.TV