The Next Web

Have a break, have a ChillWhat…

Written on September 9, 2008 – 5:01 pm
Eric Bun, business innovation consultant

Last week, a local Dutch political party proposed a small emendation to a policy plan “Youth and alcohol, 2008″. Nothing extraordinary, you probably think. However, this particular addition caused a tide of media attention uncommon for such a local plan. The party suggested to distribute chocolate bars to the nightlife in order to keep them patient and avoid violence. “This is another, complementary action besides all existing controlling measures. Chocolate bars possess a small ingredient which makes people relax…”, says Gerben Hoogterp - the councilor of the party. The effect on society? A twofold reaction. The first group takes a rather sober, neutral point of view and argue whether chocolate is able to chill people down. The second group embraces the idea and consider it as an new opportunity to raise awareness for the society issues with nightlife, alcohol and violence. I’ll describe how you can use the next web to engage these two groups.

Regardless of who is right or wrong, I think the initiative should be able to have a huge impact on the society as long as you engage the heart of the society and enable them to hijack it. Make the youth the ‘owner’ of the idea and do not enforce it as a political leader. A profound brand hijacking strategy, new communication means and innovative way of thinking will mobilize the youth shortly.

Let’s discuss some chemicals first

The sugar in chocolate bars sparks the release of several nerve chemicals (including Endorphin) which result in a sense of well-being. Furthermore, it contains phenylethylamine, or PEA, which gives you the feeling similar to when you’re in love. (Elizabeth Somer- Why do I crave chocolate?). Therefore, there might be some relation between feeling ‘relaxed’ and eating chocolate. However this effect is not yet scientifically proven for human beings. Regardless of this, people enjoy eating chocolate and whether or not it stimulates an easy feeling, the political party endorse it as a effective method in mitigating collateral damage (e.g. violence, vandalism and even sexual assaults) of the nightlife.

Shaping the idea, raise the potential, ENABLE A BRAND HIJACK

I already mentioned it, the new measure might be very effective on the condition that it is well-executed and in line with the youths and their social environment. (more…)

I hope you like that post!

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chillwhat, chocolate bar, co-creation, dutch initiative, experience economy

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Co-creation over the top? Dutch political party engages online communities to write their party manifesto

Written on March 26, 2008 – 12:00 pm
Eric Bun, business innovation consultant

Yesterday, a new political party ‘Proud of Holland’ launched its party manifesto in the Netherlands. Or to be precise, postponed to launch its party manifesto because it will develop an online platform where people are involved in writing a new party manifesto. Visitors of the - to be launched - website will be asked to vote on polls and to help define a new strategy on an online forum - a wiki-like format.

Co-creating a new political strategy

Sounds as a good initiative, doesn’t it? Take the pulse of the rank and file of the party and ask the people what they actually want and how they think about particular topics. Certainly if you consider the rise of utilizing the wisdom of the crowd. Co-creating a new political strategy together with the people whom are - in fact - affected by the outcomes of that co-created strategy. However, I have my doubts for a number of reasons.

1. DIGITAL DIVERSITY | There is still is digital diversity nowadays and therefore you might be asking whether or not the party’s program will reflect the opinion of the complete grassroots support.
2. CHANGING THE STRATEGY | The political leader don’t want to elaborate on what she will do when the outcomes of the co-created strategy are not in line with her own vision. In other words, will she adapt her own vision or will she change the outcomes of the strategy defined by the wiki in the case they are not in line?
3. LIFE HACKING?! | Online polls and wiki’s are sensible for fraud and underlying software can easily be hacked by people that want to affect the strategy. The process of defining a strategy is therefore not transparent.
4. COMPLEXITY | In the science of public, there is a continuous discussion whether or not people are able to take decisions on political issues. Politics is continuous balancing the pros and cons for the whole society. It is not about defining the most promising and optimum strategy and solutions are an outcome of a political process. Besides, political leaders are paid to do their job, to make that though decisions and as a society you vote on a specific party because you believe in their vision and you think that party is capable of making the decisions which affect your life and the life of your children.

So, I have my doubts about the practicability of a wiki-like format to define new political strategies. We vote on political leaders because we think he or she is able to make the tough decisions with respect to the rank and file of the party and you don’t want to be bothered again and again on particular issues.

co-creation, party manifesto, proud on holland, trots op nederland

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