the limitless city
DESCRIPTION
A presentation for my Strategic Creative Development class. The challenge of this project was to somehow convince Mark Zuckerberg to invest in/ move to/ open a department of Facebook in Boston without using any traditional media solutions.P.S. The Boston Brain Trust and Mind Palace are both fictitious entities invented for the purposes of this assignment.TRANSCRIPT
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The Limitless City
Presented by Mind Palace
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Big Idea: Limitless
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Here’s how it started.
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The Boston Brain Trust • Founded by the Governor in 2010 in combinaEon with the InnovaEon District.
• Using the power of ideas, the Trust fuels regional growth and job creaEon in Boston with collaboraEve innovaEon iniEaEves.
Thought‐leaders
Innovators
Venture Capitalists
ConsorEum
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Boston Brain Trust Members Danah Boyd + Senior researcher at MicrosoP's Kendall Square office + Leading authority on how young people use technology and social media + Widely published on the subject and gives high‐profile talks at events such as SXSW
Jean Hammond + One of Boston's most acEve and well connected angel investors + Backs start ups including Zipcar and Crimson Hexagon + Mentors up‐and‐coming start ups through a program called TechStars + Runs workshops designed to introduce others to angel invesEng
Edward Boches + Chief InnovaEon Officer at Mullen adverEsing agency + Pushing the boundaries of educaEon at Boston University + Great hair
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Mind Palace
• A non‐tradiEonal ad agency founded by BU graduates Michelle Carpenter, Ben Johnson, Anne Sipio, Taylor Walker, and Kate Worthey
!"#$%&'(')*
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The ObjecEve • To convince Facebook to found a new department right here in our very own city, Beantown, MA.
• And make Boston the epicenter of innovaEon.
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Strategy Facebook
Boston
Talent VC’s
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Who we want.
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Zuckerberg Pyramid
All Facebook users
King Zuck
Boston Facebook users
Facebook employees
Facebook Execs
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Boston CommuniEes
• Target Boston communiEes in order to put pressure on King Zuck
All Facebook users
King Zuck
Boston Facebook users
Facebook employees
Facebook Execs
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Targets
• 1) Scholars, students, and academics • 2) Start‐up community • 3) Venture capitalists • 4) General Bostonians
Primary
Secondary
Capitalize on the energy and passion that Boston culture is known for to excite these people and
mobilize them for parEcipaEon.
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“The Zuck” What’s that I hear? The sound of Boston crying out to me? To the people of Boston, I hear you! I hear youuuuu!!!
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What we can do.
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Facebook’s Problems: “How do we bring our plahorm to the future?”
“How do we make the most of our resources in innovaEve and effecEve ways?”
“How do we grow our company in every direcEon towards future innovaEon?”
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Boston’s SoluEons:
We can help!
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What we can offer
• Boston can offer things no other locaEon can A Special CombinaEon:
The people
The culture
Academics Research
Start‐up community
InnovaEve businesses
Energy
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Boston is ripe for the picking
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CreaEve ExecuEons
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1) Manifest Facebook
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2) Facebook Forward
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3) FB∞ • Forward‐thinking innovaEon department
• ObjecEve: make the future Facebook a reality by developing Facebook with limitless ideas
FB∞
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4) Living Facebook
• ObjecEve: Show Zuckerberg the energy and creaEvity that Boston can offer in a way he can’t ignore
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Living Facebook
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The Results
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Short‐term • Facebook opens FB∞ in the InnovaEon District with 2,000 new employees, recruited from Facebook Forward and Boston’s universiEes
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Mid‐term
• Boston’s economy gets a criEcal boost from the huge influx of students who want to alend Boston schools
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Long‐term
• FB∞’s presence in Boston leads to an amtude shiP in the enEre populaEon, inspiring communiEes to mobilize in all of Boston’s notable arenas
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The Limitless City