INDEX
Additive manufacturing (AM). See 3D printing
Advantage, 1. See also Reciprocity advantage
Advertising, 73
And, world of, 8, 11, 62, 63, 72, 83, 101, 104
App Store (iOS), 52–55
ironic reciprocity advantage of, 52–55
Army War College (“VUCA University”), 92
Assumptions. See Knowledge-to-assumption ratio
Asthmapolis, 22
Baby Boom generation, 68
Badge fatigue, 92
Ben-Horin, Daniel, 51
Big Blue, 18–20. See also IBM as Smarter Planet, 20–23
Bio-empathy, 94
Brand certification, 75–76
Brunner, Gordon, 110
Business plan, reciprocity advantage, 145–146
Business(es)
defining/agreeing on your core, 113–116
with different frequency of usage habits, 137
redefining your business as an experience, 118–120
reinventing your business as a service, 113, 116–118
Cable News Network (CNN), 111–112
Castranova, Edward, 91
Certification, brand, 75–76
Chen, Milton, 71
Christensen, Clayton M., 109, 117, 120, 131, 140
Cloud
multilingual, 103–105
neuroscience in the, 101–103
rapid propagation amplified by the, 100–101
Cloud-served supercomputing, 1, 7, 60, 98–100, 106. See also Cloud
faster and further, 108
CNN (Cable News Network), 111–112
Cognitive ergonomics, 103
Cognitive surplus, 55
Commercial risk, 141
Commercials, 73
Commons Creating, 166
Competing against non-consumption, 120
Complexity will call out for Clarity, 65
Connectivity, 36–37. See also Partnering
Conroy, Michael, 75
Consumer and producer, increasingly blurred boundaries between, 97–98
Crash the Super Bowl, 84
Customer-supplier relationships, 125–126
Demography, 68
Design thinking, 143
essential steps in, 143–144
Desirability of a product, assessing the, 150–156, 150f
Diasporas, 85
as partners, 85–87
Digital divide, 74
Digital leapfrogging, 74–76, 98–101
Digital natives, 67–72
digital leapfrogs and, 74–76. See also Digital leapfrogging
language will change as they become adults, 72–74
will be attracted by IP-free practices, 77–78
Doritos, 84
Drucker, Peter F., 125
DVO (desirable, viable, ownable) model, 150f
Education, 71
Employment, 80
Engelbart, Douglas C., 151–152
Experience Economy, The (Pine and Gilmore), 118
Failure
and knowing when to quit, 161–162
vs. risk, 137–138
Fallows, James, 14
Febreze, 110
Food and Drug Administration (FDA), 157–158
Food safety risk, partnering to reduce, 32–35, 83–84
Foresight-Insight-Action cycle, x
“Free,” giving things away for, 128
Freespace, 81
Frito-Lay, 84
Gage, John, 97
Gamification, 91
Gaming, 89–92
military, 92–94
vs. simulation, 95
terminology, 94–96
your way to a new business, 96
General Electric (GE), 116
Generation Debt, 72
Gibson, William, 168–169
Gilmore, James H., 118–120
Give and Take (Grant), 163
Global Food Safety Initiative (GFSI), 32–33, 83–84
reciprocity advantage, 34–35
Gorbis, Marina, 79
Grant, Adam, 163
Hatch, Mark, 46
Haven, Kendall, 56
Hollywood, 80
IBM. See also Smarter Planet conservatism, 18
IBM’s right-of-way reimagined, 18–20
reciprocity advantage, 23–24
IDEO, 143–144
Immersive Learning Ability, 166
Immersive scenario, 94
Income gap, 68. See also Rich-poor gap
Industry, identifying your current, 115
Innosight, 140–141
Innovator’s Dilemma (Christensen), 109
Institute for the Future (IFTF), x, 18, 61, 64, 74
Intellectual property (IP), 77–78
Interfaces, 69
Internet, 105. See also specific topics language, global communication, and the, 103–105
Intuitive ideas, 151–153
iPhone, 52–54
Jeopardy! (TV show), 21–22
Job market, future of the, 80
Jobs, Steve, 38, 52, 53, 127, 152
Kamanetz, Anya, 72
Kelley, David M., 143
Khosla, Vinod, 149
Klepper, Bill, 167
Knowledge-to-assumption ratio, 159, 161
Kodak, 118
Kozinski, Alex, 32
Labels, avoiding. See People First Principle
Language, global communication, and the Internet, 103–105
Leaders Make the Future (Johansen), 49, 94, 106, 165, 177n4
Leapfrogging. See Digital leapfrogging
Learning by Experimenting, 9–10
Levitt, Ted, 116
Licensing, 128–129
Lo, Kevin, 42
Macintosh, 18–19
MakerBot, 58
Marketing, 73–74
“Marketing Myopia” (Levitt), 116
Mass customization, 59
Massively multiplayer online games (MMOs), 91
McDonald’s, 33
McGonigal, Jane, 89
Military gaming, 92–94
Mr. Clean, 110
Mr. Clean Magic Eraser, 152
Mr. Clean Sponge, 152–153
National Training Center (NTC), 93
Networks of trust, 85–87
Neuroplasticity, 102
Newton, Jim, 45
NGO certification, 75–76
Nongovernmental organizations (NGOs), 75
oDesk, 82
Options, 139
buying options on the top two killer issues for the next 60 days, 141–142
writing options on your future, 139–140
Options agreement, every partnership should have an, 130–131
Options concepts, 140
Or, world of, 8
Ownability of an idea, 150f
assessing the, 156–158
new models for, 83–84
new ways to partner on a global scale, 36–37
reciprocity advantage, 29–32
to reduce food safety risk, 32–35
Partners
companies want good, 38
diasporas as, 85–87
how to find the best, 125–132
more potential partners means more ways to make a living, 82–83
use of the term, 125
Partnership definition worksheet, 132
Partnership possibilities, diverse, 80–82
Partnerships
are deep and difficult, 127
failure of most, 127–128
should have options agreements, 130–131
vs. transactional relationships, 125–126
Passion, passionate people, and knowing when to quit, 161–162
People First Principle, 73
Philanthropy, 7
defined, 6
vs. reciprocity, 6–7
Pivot thinking, 110
“Play it forward” (online gaming), 94
Porter, Michael, 7–8
Procter & Gamble (P&G), x–xi, 109–110, 115–116, 127, 129
Propeller Health, 22
Prototypes, 142–145
Prototyping learning by, 134–137
steps for prototyping a new business, 144–145
Railroads, 25, 121–124, 131. See also Right-of-way lessons from railroads
Rapid Prototyping, 166
Real estate, 158
Reciprocity, 7–8
concept of, ix-x defined, 1, 8
future forces that will demand, 61–65
nature of, 1
Step One toward, 16f
vs. transactional relationships, 94
vs. transactions and philanthropy, 6–7
will scale big, 8–9
Reciprocity advantage, 1–2. See also specific topics
basics, 6–8
in companies, examples of, 169
essence of, 78
how to develop your own, 107–110
imagining the new market for your, 135
as oxymoron, 8
for yourself, 164–167
Reciprocity advantage score card, 159, 160
Rich-poor gap, 64, 74, 75. See also Income gap Right-of-way, 9, 10, 111–112
definitions and meanings, 17
digital natives and, 73. See also Digital natives
historic right-of-way story, 25–27
how to find your, 112–120, 114f
what right-of-way to share, 128–130
Right-of-way lessons from railroads, historic, 120–121
innovation portfolio the railroads needed, 121–124, 122f
Risk. See also Food safety risk
vs. failure, 137–138
types of, 141
Sakaab, Nabil, 110
Scalable reciprocity, 60, 81–82, 89, 98, 106, 149
FoldIt and, 47
food safety initiative and, 84
and the future, 171
Google Fiber and, 40
involuntary, 52
partnering for, and learning about new markets, 87
right-of-way and, 27
TEDx and, 8–9
VUCA World and, 65
Scaling reciprocity, 10, 13, 54, 108, 157, 159–161, 190
how to find your best scale, 147
knowing when to quit, 161–162
new tools and practices for, 57–60
strategies for, 55–57
Schar, Mark, 110
Service industry, identifying your, 117
Service Science, Management, and Engineering (Service Science), 19
Shared value, 7–8
Shirky, Clay, 55
Silicon Valley, 32, 44, 72, 78, 80–81, 133
history, 25
defined, 95
gaming and, 95–96
Smart Mob Organizing, 166
birth, 20–23
Smarter Planet Initiative, 24
Social networks and social media, 86, 87
Socialbots, 106
Socialstructing, 79–80, 82, 87
Software Development Kit (SDK), 53
Spore (2008 video game), 93–94
Stanford University, 25
Stone, Linda, 67
Task Rabbit, 82
Technical risk, 141
TechShop, 167
reciprocity advantage, 167–170
TED (Technology, Entertainment, and Design) conferences, 2–6, 36, 129, 136–137
and the cloud, 101
reciprocity advantage, 3–6
TED Talks, 2–3
3D printing, 57–59
Transactional language, 126
Transactional partnerships, 38, 125, 126
Transactional relationships, 36, 125–126
vs. reciprocity, 94
vs. reciprocity, 6–7
Transformational ideas, 151, 152
Transparency, 14–15
Transportation industry, 123. See also Railroads
Trust
networks of, 85–87
radius of, 14
Tumblr, 112
Twitter, 112
Uncertainty will call out for Understanding, 65
Value co-creation, 19. See also Reciprocity
Viability of an idea, 150f assessing the, 152–156
Video games. See Gaming
Volatile, uncertain, complex, and ambiguous (VUCA). See VUCA World
Volatility will call out for Vision, 65
VUCA World, 9, 36, 62, 92–94, 164–167, 177n4
on steroids, 64–65
Walmart, 33
Wurman, Richard, 2
Zuckerman, Mike, 81