Have you ever been in a situation where you know you created value for someone but couldn't put words on what it was exactly? If yes, you might be one of the many 21st century workers whose business is to move important but intangible assets like information, identity or relationships. Here is an attempt to explain how it works.

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The 21st century’s key assets are
intangible, invisible, unmeasurable

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Here is proof they exist

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$3+M

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$0

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$200+M

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$0

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Why?

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Because of assets like
identity
experience
attention
relationships
etc.

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Receives:
Money
Brings:
Information
Attention
Identity

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Receives:
Experience
Attention
Identity
Brings:
Information
Identity

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21st century key assets
Money Service Information Attention Relationships Experience Identity
We tend to
think we trade only this…
…while we have other “currencies” to trade with people

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You are a platform.
Corporations are platforms.
Everything is a platform.

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How platforms work
• They gather assets / currencies and trade them with their
key stakeholders. All types of assets get exchanged even if
they don’t correspond. For example: money is traded for
attention and identity.
• They setup unique, fair, constantly evolving, mutually
beneficial exchanges with their stakeholders.
• As they assets grow thanks to improving exchanges, they
initiate a virtuous circle that increases their impact.

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Athlete
Sponsor Television
Federation
Olympics
Gives:
Information (content)
Receives:
Attention, Experience, Identity
Gives:
Money
Receives:
Attention, Identity
Gives:
Money, Attention
Receives:
Information (content)
Receives:
Money,
attention
How the Olympic
platform works:

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Athlete
Sponsor Television
Federation
Olympics
Attention
Information
MoneyM
oney
Identity
How the Olympic
platform works:

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Client
Business
development
activity
Not for profit
project
Media
You
Gives:
Money
Receives:
Information, Experience
Gives:
Relationships, attention
Receives:
Information
Gives:
Experience
Receives:
Information,
relationships
Gives:
Attention
Receives:
Information
Also works on an
individual level!

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How to design your platform?
(works for organizations
and individuals)

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Platform
Attention Money Information
Relationships Experience Identity
ExposantJournalists Sponsors
PoliticiansAttendees Speakers
1. Who are your stakeholders?
- Add / remove
- Prioritize
- Create exchange
2. What are your key assets?
- Add / remove
- Prioritize
- Create asset specific strategy
3. What are the exchanges?
- Define who gets what
- Define who gives what
How to design your
platform.
Ask yourself 3
questions:

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Step 1:
stakeholders

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Clients
Prospects
Sponsors
Experts
Speakers
Journalists
Politicians
Identify your stakeholders

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Step 2:
key assets

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Money Information Attention Relationships Experience Identity
Find more sponsors
Launch new
services
Develop new
revenue streams
Gather data on
participants before,
during and after
event
Follow speakers
during their
preparation
Launch more owned
media
Get more media and
social media
coverage
Develop paid media
capabilities
Have a real strategy
to grow networks.
Develop referral
program within the
community.
Inventory every
single connection of
each member of
your community
Develop smaller
events to exist
between big meet
ups
Improve
participant / public /
sponsor experience
Develop new
experiences using
new technologies
(VR, AR, etc)
Consolidate brand
through rituals and
use of history.
Leverage speakers
and attendees
personal brands to
grow your brand.
Identify your key assets

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Step 3:
design exchanges

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Money Information Attention Relationships Experience Identity
SPEAKERS
RECEIVE
Speaking fee (if
high level
speaker)
Audience
attention
Online video
Media coverage
Access to event’s
network
Event’s
experience
Event’s reputation
SPEAKERS
GIVE
Presentation /
workshop
Promotion of
event to own
community
Access to
speaker’s network
Speakers’
reputation
For each stakeholder, define which assets they get and give

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Money Information Attention Relationships Experience Legitimacy
SPONSORS
RECEIVE
Access to
exclusive content.
Media coverage
Access to event’s
network
Unique
experiences for
sponsor’s VIPs
Event’s reputation
SPONSORS
GIVE
Financial support
Access to
sponsor’s insights
Coverage on own
media
Access to
sponsor’s network
Sponsor’s
reputation
For each stakeholder, define which assets they get and give

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Practical exercise

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List your stakeholders

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Money Information Attention Relationships Experience Identity
What are the activities you do
that generate cash?
What exclusive content,
information or data do you own?
Which media do you own?
Which media can you earn
(press coverage)? Which media
can you buy?
Who do you know? Who does
your organization know? What
can you ask to these people?
What experiences money can’t
buy do you have access to?
What tokens of identity can you
give people (diplomas statuses)?
What mechanism do you have in
place to establish your identity
and reputation?
Inventory your assets

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Money Information Attention Relationships Experience Identity
How to you make more money?
Improve your business model,
add new clients, etc.
What new content can you
create? What data can you
capture? What knowledge can
you produce?
Can you launch new
communication channels
(“owned media”)? Can you get
more press coverage (“earned
media”)?
How can you grow your
network? How can you improve
your relationships with the
people you know?
What experiences could you
create by leveraging your assets
and network?
How can you grow your
reputation?
Explain how you can grow each asset

30. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

31. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

32. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

33. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

34. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

35. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

36. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

37. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

38. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

39. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give

40. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
RECEIVES
GIVES
For each stakeholder, define which assets they get and give