Unblocked. How Blockchains Will Change Your Business (and What to Do About It) Alison McCauley

Spis treści książki

• Preface
  • THE ELEPHANT IN THE ROOM
• Introduction
  • DAWN, RISING
• I. A MOVEMENT BUILDS
• 1. KINDLING, MEET MATCH
• 2. CATCHING FIRE
  • Bite While the Apple Is Raw
    • Chance, Unchained
    • Opportunity Hidden by Complexity
    • The Six Forces of an Unblocked Era
    • Its Time
• 3. WHAT IS A BLOCKCHAIN?
  • Beth Is Correct
    • At the Center: Decentralization
    • Value Exchange Made Smarter Through Smart Contracts
    • Why is it Called a Blockchain?
    • Blockchain or Blockchains?
    • What Does Bitcoin Have to Do with Blockchains?
    • The Many Roles of Cryptoassets
    • Retaining Privacy When the Ledger is Open to Everyone
    • So What?
  • Blockchains Across Industries
• 4. THE GENESIS OF THE UNBLOCKED CUSTOMER
  • The Consumer Technology Created
  • How Did We Get Here?
    • The Internet: Built to Fail
    • Enter Blockchains
    • The Era of the Unblocked Customer
    • A Whole New Layer of Expectations
    • Blockchain-Era Expectations Will Put More Pressure on Businesses
    • Why Now?
    • A Huge and Disillusioned Generation
    • The First Technology with Democratization Baked In?
• 5. TORTOISE OR HARE?
  • How Far Along Are We?
    • The Age of Open Innovation
    • Unlocking the New Tools of Open Innovation
    • Breaking Away from Silicon Valley
    • The Decentralization of Entrepreneurship
    • There Will Be Blood
    • Building on The Backs of Failure
• II. THE SIX FORCES OF AN UNBLOCKED FUTURE
• 6. MORE VALUE
  • Summary
  • The Setting
    • Wired for Middlemen
    • The Rising Costand Powerof the Middleman
    • When Cost Is Uncovered
  • What Blockchains Make Possible
    • Pure Peer-to-Peer
  • In Code We Trust
    • A Broad Range of Industries Are Vulnerable
  • Implications: A New Balance of Power
    • Death by Blockchains?
    • The Middleman Is dead. Long Live the Middleman!
    • Weve Welcomed New Middlemen into our Lives
    • The Hinge is Value
    • Customers Dont Understand What They Cant See
  • At Some Point, the Unblocked Customer Will Question Your Worth
    • Value Is Not One-Size-Fits-All
    • The Sharing Economy, Everywhere
    • We May End Up Somewhere in the Middle
    • The Next-Gen Middleman
  • The Importance of Clear Value
    • The Value of an Ecosystem
    • Put a Spotlight on Hidden Value
  • Cautions and Considerations
    • Cautions
      • Sharing economy chokes your business model
      • Competitors give middlemen the boot before you do
      • Executives dont think they have responsibility for the customer
    • Considerations
      • Get closer to what customers value
      • Start marketing the value of what you are already providing
      • Line up a network of like-minded partners
      • Seek a lower-friction place to learn
  • Examples
    • Decent: Affordable Health Insurance for All
    • Open Garden: Disintermediating the Internet Service Provider
    • Lantmäteriet: Streamlining Land Registry
• 7. DEEPER TRANSPARENCY
  • Summary
  • The Setting
    • Seeking Assurance in a Complex World
    • Consumers Expect More
    • Sustainability and Responsibility: The New Corporate Norm
    • Everyone Is a Stakeholder
    • The Focus on Sustainability Is Here to Stay
    • A Business Case for Urgency
    • Transparency Affects How Our Brain Perceives a Brand
  • Trust in Crisis
    • Fake News Fuels Skepticism
    • The Elusive Nature of True Transparency
  • What Blockchains Make Possible
    • All-Seeing Meets the Ever-Knowing
    • Coding for Trust
    • Tracking the Intangibles: Can Blockchains Kill Fake News?
    • One Feature Set Drives Value for All
    • A Step Toward a Better World
  • Implications: When Authenticity Becomes More Than a Buzzword
  • Blockchains for the Bold and the Brave
  • The Appeal of a Killer Combination
    • Business-First View: Yet Another Digital Transformation Must-Have?
    • Society-First View: Will Pioneers Push Progress?
    • Refining Customers Taste for Transparency
    • A New Spin on Spin?
  • This Is a Natural Next Step in Our Journey
  • Cautions and Considerations
    • Cautions
      • The weak get weaker
      • You pick the wrong thing
      • Blockchains are overkill
    • Considerations
      • Get your priorities down now
      • Practice a culture of openness
      • Identify a pilot with impact
  • Examples
    • Provenance: Meaningful Change through Supply Chain Transparency
    • Blockcerts: Trustworthy Digital Records
    • GiveTrack: Holding Charities Accountable for Use of Donations
• 8. FAIR COMPENSATION
  • Summary
  • The Setting
    • Imbalance is Baked into our Digital Norms
    • Weve Been Willingly Looking Away
    • But Now, We are Poised for a Shift
    • Primed for a Better Alternative
  • What Blockchains Make Possible
    • Blockchains as a Foundation for a More Sustainable Digital Future
    • Blockchains Promise Direct and Feature-rich Compensation
    • Value Will Solidify (One Way or Another) with Market Maturation
  • Implications: What Happens When Your Customer Knows Their Worth
    • The Birth of the Alternative
    • The Short Journey from Exposure to Expectation
    • Where It Could All Begin
    • Contribution Doesnt Always Mean Human
    • Compensation Doesnt Always Mean Money
    • Toward a More Balanced Future
  • Cautions and Considerations
    • Cautions
      • Moving too early or too late
      • Not taking emerging alternatives seriously
      • Throwing the proverbial baby out with the bathwater
      • Not considering how quickly an established player could move
      • The inherent portability of tokens
    • Considerations
      • Understand what customers contribution means to your business
      • Take a baseline of your customers current mindset
      • Find your early adopters and collaborate with them
      • Find ways to experimentand learnearly
  • Examples
    • Steemit: Compensation for Contribution
    • Brave: Get Paid to Browse
• 9. ALIGNED INCENTIVES
  • Summary
  • The Setting
    • The Steady Extinction of the Loyal Customer
    • Being Heard Is Harder Than Ever
    • New Tools Havent Always Driven ROI
    • Loyalty Programs Are Broken
  • What Blockchains Make Possible
    • Powerful Incentives at Scale
    • Hit Me Again, Please: What the Heck Are Tokens?
    • Your Token or Mine?
    • Tokens Build on a Foundation of Behavioral Psychology
    • Fine-Tuned Calibrationand Impact
    • The Potency of Tokens + Gamification
    • More Powerful, Aligned Communities
    • Blurring the Lines between Business Owners and Participants
  • Implications: Program the Incentives, Program the Behavior
    • Driving Escalating Commitment
    • Stoking Community through Tokens
    • Using Tokens to Shape Individual Behavior
    • Incenting Not Just Action, but Impact
    • The Next-Gen Influencer Strategy
    • Using Blockchains to Ensure Quality
    • But Where Do You Start?
    • Agile Strategies, Smarter Marketing
    • Reinvigorate the Loyalty Program
    • The Power of Partnership
  • The Beauty of System-Wide Alignment
    • The Dangers of a Coin-Operated World
  • Cautions and Considerations
    • Cautions
      • Overestimating (or underestimating) the value of tokens to the consumer
      • Trying to explain too much or too little
      • Treating customers like a social experiment
    • Considerations
      • Understand what quality engagement and content means to you
      • Understand how your community, ecosystem, and mission intersect
      • Find your crypto-savvy customers and collaborate with them
      • Use someone elses application or platform to run test campaigns
  • Examples
    • Swytch: Incenting Global-Scale Adoption of Renewable Energy
    • Mobivity: Aligning an Ecosystem of Brands and Consumers
• 10. BIGGER DATA
  • Summary
  • The Setting
    • Businesses Fueled by Big Data
    • Falling Short of the Big Data Promise
    • Fighting the Idea of Ownership
    • IoT Fuels the Fire
    • Is It Time for a New Deal on Data?
    • Whats Coming Next Could Change Everything
  • What Blockchains Make Possible
    • Who Really Owns the Data?
    • Your Very Own Black Box
    • Consumer at the Controls
    • Securing and Protecting the Data
    • The Potential of New, Powerful Data Layers
    • The Blockchains Themselves Are Public Data Layers
    • At the Starting Line
    • The Two-Edged Sword of the Blockchain Data Story
  • Implications: Rethinking the Rules of Competition
    • Bigger, Better Data
    • The Vision of the Data Marketplace
    • The Redefinition of Competitive Advantage
    • Data Science Quality Could Be More Important Than Ever
    • The Power of Relationships
    • The Importance of Mission
    • Growing Awareness of the Value of Privacy
    • A Shift That Presents Nuanced Challenges
    • Know Thy Data, Know Thyself
    • Enabling a New Wave of Innovation?
  • Cautions and Considerations
    • Cautions
      • You are behind in data science
      • Entering the blockchain era with a trust deficit
      • A business model reliant on proprietary consumer data
    • Considerations
      • Boost your data culture in advance of blockchains
      • Tap into the state of blockchain identity work
      • Work on your relationship
      • Take a critical look at your mission
  • Examples
    • uPort: Take Back Control of Identity
    • Ocean: Unlocking More Data
• 11. NEW MODELS
  • Summary
    • Flipping Conventional Wisdom
    • Extreme Peer-to-Peer
      • Peer-to-peer global commerce
      • Peer-to-peer ride sharing
    • The Big Flip and Super Platforms
    • As Things Get Smaller, Value Gets Bigger
      • Education: atomizing credentials
      • Insurance: atomization of time and space
      • Atomization of business
      • Atomizeand liquifyassets
    • Programmable Assets
    • Machines Working Together to Serve Us
    • Social-Aligned Models
• III. UNLEASHING AN UNBLOCKED FUTURE
• 12. WHERE TO BEGIN
  • Now, Where to Begin?
  • Organization Models Birthed from Disruption
    • In the Blockchain Era, This Is Not Good Enough
    • Isolate or Integrate?
    • Time to Rethink Innovation
    • Heterogeneous Collaboration Required
    • Effective and Diverse
  • Blockchain-Era Table Stakes
    • Open Mindset
    • First, Search Within
    • Connect the Nodes
    • Put the Customer at the Core
  • Change Agents in Action
    • Lydia Krefta: Shared Knowledge Drives Innovation
    • Diana Biggs: From Cypherpunk to Enterprise Innovation Leader
• 13. CORPORATE INVESTING IN BLOCKCHAINS
  • The Challenge and Opportunity in Early Moves
  • Three Investment Strategies for the Corporation
    • Investing in Disruptive Capability
    • Debuting Cryptoassets in Portfolio Strategies
    • Using Tokenization to Remove Friction from Capital
  • A New Frontier for the Corporation
• 14. THE BIG SMALL PRINT
  • Be Skeptical
  • Dont Write off the Toys
  • Dont Overestimate Who Cares about Privacy
  • Its Nothing without Network Effects
  • The Best Technology May Not Win
  • Nothing Matters without Scalability
  • Identity Hasnt Been Solved
  • Token Instability Hasnt Been Cracked
  • Consensus Mechanisms Are an Ongoing Battle
  • Were Still Figuring out Governance
  • But Above All, Maintain Vigilance
• 15. BRINGING IT ALL TOGETHER
  • Key Questions to Help You Compose Your Next Step
    • Assessment
    • Aspiration
    • Action
• Afterword
  • THE OPPORTUNITY AND THE HOPE ARE HUMAN
    • ACKNOWLEDGMENTS
• A. Notes
• Index

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