How to stop idea machines turning into money machines

Vincent Daenen

‘What makes you horny’ Barcamp

Amsterdam Jan 27th 2010

Looking for the perfect job

• A great team• Fun• Life/work balance• Doing rewarding work (awards & honest pay)• Building relations with clients, to help them to build

their brand

Logical, right? So why doesn’t every creative job matches does demands?

Idea machines turn into money machines

Network agency or Hot Shop?

Network agencies

• Not so creative to start with

• Profits leave the country

• Talent leaves the agency

Independant Hot Shops

• Start up: pioneer spirit, conquering the world.• Growing stage means growing pains

– 1st generation vs. Newcomers– Shareholders vs. Employees– Agency vs. clients

• Sexy stage: shareholders get offers– Client brand vs. Own brand

Result: idea machine becomes money machine

• Unhappy people: – less teamspirit– less fun– less rewarding

• Unhappy clients:– Client feels less pampered (junior people, less flexible..)– Client feels less trust

So, let’s do it on our terms.

• Happy people

• Happy clients

We’re not against the old system, we just think it’s time for an alternative.

“I can’t find a way of making myself rich without using other

people, which I am not prepared to do”

David Abraham, St-Luke’s

Let’s give up the Jackpot Modeland replace it by the Cooperative Model

Let’s give up the Jackpot Modeland replace it by the Cooperative

Model

The Cooperative Model

• No shareholders but cooperants– Experienced independents– Only heads, no overheads– One person, one vote

• We’re an open book– Clients are member of our Advisory Board– No media fee, no margins, no surcoms

• High level participation demands Trust– Trust is a 2 way street– No service provider but a business partner

Our Goal

• Happy People– Real participation– Max 6% of profits as bonus– The rest: One person, one vote

• Happy Clients/Business Partners– Value for their money– Involvement creates Trust– Trust creates understanding– Understanding generates Great Work

Result: the perfect job?

• A great team• Fun• Life/work balance• Doing rewarding work (awards & honest pay)• Building relations with clients, to help them to

build their brand

Before you start shooting holes!

• Is there a market for this?• Does democracy work?• Why wasn’t this tried before? There must be a reason...

Shoot!