we have a problem I’ll tell you right away
which is what I hear from many
students from many colleagues can not
more doing business because because the
technologies replace work and work
banks do not give you the capital among the
many trades that I do there arrival of the
venture capital and therefore some
capital usually only me but first
to put mine in capital
I ask future entrepreneurs but I’m sorry
but because capital and work do not
you take it from your customers
so tonight we talk about doing it in
customers hire customers that customers
my colleagues from the department of
marketing always want to celebrate
saying put them in the middle of yours
projects is the center we put there below
let them work
once good these customers and this
the sense and for looks that he was not alone
an idea of mine let me understand that 150
years ago someone had already thought about it and
do not be surprised if a bocconiano
city carlo marx what he said carlo
mass honestly also a lot of
stupidaggini but two things 22 things I have to do
say an alliance and cate the first thing
it was very simple saying that i
means of production must belong
to the people
now if the rummages in your pocket each of
we at least one of the greatest means of
production of production history
information on the production of vehicles
payment we have seen blacks before
chain lock
Imagine you have one of your own in your pocket
the largest means of production in the world
good when capitalism loses the
control over the means of production
because they end up with the people understand that
it becomes a problem
using capital the second thing he said
marx was workers all over the world
unite
he had in mind the communist party
because I much more simply
of course twitter linkedin that I am
coordination mechanisms of the people
exactly and think about a character
like ma zac
from my point of view it is a
Marxist businessman because what is it
facebook has no larger company than
media in the world without ever having hired a
journalist without ever having bought a
newsstand
what’s whatsapp on the other hand
they are bigger than telecommunications
world without a tower or a call center
what is huber if not the biggest
logistics company without cars e
without employees
what airbnb is using, think of yours
capital your home is yours
I work your hospitality for
become the largest company of
hospitality to the world then four
companies
I could say Marxists in the sense that they have
used distributed intelligence
to do without in the capital was less
of work this is if you want one
principle that is taking hold and that
so in a sense it takes away the
great excuse of a we do not find the
capital from traditional suppliers le
banks and we no longer have work
because the machines replace it
so the very simple principle
try to hire your customer
new cast this a little the message la
evening
nothing new if you think about it I do not know who
of you has never seen that key to
instrument of masochism
mechanical one of the most experiences
hallucinating thinks of our life in the
weekend
sometimes my wife says why not
let’s take a trip to IKEA I we
them summer that micro economically to a
Marxist experiment because for that
enslave customers so gone with
simple instructions for more to see
who has not texts because rightly
not having time and desire to translate them there
has substantially illustrated the
voluntary work mechanism and the
we pay for work think a little and the
fundamental design of who this is the
product is incomplete without the
contribution the capital and the work of the
customers that you want to give me you put the
cars and luggage racks even the i
money then go home
and weekend steps to mount the library
billy this is the principle for which
ikea and antesignana of the various facebook and
linkedin but it is in fact a model from
my point of view is very intelligent
since I’m actually typing i
Marxist philosophers could not miss
antonio gramsci which
great intellectual great man wrote
from prison to another is why
at the time there were the fascists at the time
today let alone and put in jail
the intellectuals he wrote this
beautiful biography that was basically
the organic intellectual and said I hate
the indifferent hate those who do not side
I believe
he had let it flow back to prison
because gramsci is right and tells us
even today that the customer must be
like his organic intellectual that
it means does not mean that without
pesticides and means that we cultivate it
inside our organization this
the concept of organic and if you think about it
this is the sense of a company like
tripadvisor tripadvisor what is nemesis
of the michelin guide once we had to
hire independent experts who
they had to go to all the various sectors
hospitality catering e
give objective judgments today each one
we participate in this sense
tripadvisor hates the indifferent
participates in the production of this
collective awareness each of
we are members of an organization
distributed which produces what one
fundamental social capital is good
fundamental public that trust the
trust on the other hand we all today on
this kind of a productive model
we put our hands on it even more
we put our hands together properly
dell’ikea on tripadvisor we put the
fingers if you think about it
but we also do it on facebook not
we put the thumb if we are happy
highlight do not think about the link
let’s dismiss the index no
let’s make connections on tripadvisor a
monitor
sometimes it happens that we say let’s say
thumb and index was not average
exactly because we express dissent
and there is and look at what dissent element
fundamental
think that today to found a party
minimum minimum serving 5 stars no ea
sometimes just need the index e thumb
in some cases the medium
the truth is that companies are looking for
the ring finger, that is, they are looking for the contract of
loyalty and trust this is a bit
fundamental challenge because in the end it is
always the customer who puts the
capital and work
on the other hand today you all
even just to go to a pizzeria
evening, by now, consult the guide no longer
michelin
but that product of capital
collective experiential and work experience
collective that just tripadvisor like
I said before doing business is difficult and
if you think that today even a kebabbaro
Albanian today wants to open a kebab a
thirty minimum minimum must have four
balls four partners of however one
once a couple of balls were enough
now at least 45 if you really want to have
success
this however presupposes that too
organizational model of doing business
change changes and the Nobel Prize of
a few days ago the economy that a
curly fair that professions chicago has
won because 9 then because he understood
that the models are no longer hierarchies
ancient organizations but they are the pushes
kind are incentive systems that
they convince intelligently
soft customers to do what
you basically want data then
orientating thousands of research says me
I recommend a slight push from
push push you have to create a system
of correct incentives at this point on
customer participate in your game
organizational because why are you?
giving access to information e
internet this fact but you’re giving it
also the tools to participate in the
your organizational challenge and this is it
what happens
the workbook and the card of the
union collapse collapse of the
our mobile phone in the middle of
production that belongs to the people
if you think these two phenomena the
union card ie the contract that
defends the interests of the people of the
worker has now become one
collective mechanism is software
rating that defends us much more than the
traditional consumer associations
we are now able as customers of
shame a company on socials a lot
before the antitrust or the intervention intervenes
court to condemn them today, however
we enter into a work contract of
cooperation
if you think of you all with pink google
maps we provide instead of
traditional or police cantoner
timely traffic information
precise volunteers and producing a
public good
this is very important because it has
just changed even if you want the
maslov scale of these last times
you remember the maslov ladder at the top
needs of identity belonging
then at the center of organizational needs e
down
you need basic nourishment food
hot cold I do not say the other thing but there
we are intended my students are not
more so I tell you sincerely that is
I can close the 48 hours in the classroom
without food without water and it’s not that
they’re too messy but I take it off
the wifi and the battery guys these
Minister makes the solution sweep
really no and that’s what happens
today in this model here we are now
required to participate in these processes
social
on the other hand I told you in addition to work
now the client of the important
capital exactly no I do not have to
help the banks before the colleague has
said that the founders does not exist only the
computers of others is true the bank
there is not only the capital of others
what do these two moderns tell us?
philosophers now 150 years and to whom I give and
the other a modern philosopher slightly
But a good woman’s son, let’s say
us too particularly to trevor
dog that the founder of google prodon
said 150 line that the property is a
theft
I more modestly give reason to channels
that says then it is a robbery
simply a very method
inefficient to allocate assets and assets
productive resources and I must say that it has
kahlan reason and that which
basically one has invented one
method to allocate resources
production facilities distributed throughout the territory
convincing in a manner we say kind
no with gene of which spoke tailer e
sometimes less kind but let’s say
theoretically , he certainly did
airbnb who of you
five years ago he would have taken a plane
he would leave for wyoming for
go to a farm lost in the middle
to the buffaloes and in the arms of strangers
no one is pity that with the arrival of
weapons
you all do exactly that
simply because capital and the
work have been provided by this network
social therefore the transition to this
point on the capital just this one
that tells us that I beg your pardon that the
new capital is the data
think of this great form of
digital socialism that will start the year
next this and lenin indicating us
when the union was right next
European does two extraordinary things and there
invitation to reflect
the first one is called gdp and now it’s the second one
it’s called pst to are two directives that
they do what they expropriate
banks and institutions of the property
of the data and return the property
of the data to each of us therefore not
there’s no more excuse for not doing
enterprise because from next year
European union that has so many faults but
sometimes the mint expropriates
holders of the property of the date of
their right to property leaves him
I own custody but entrust a
anyone with the ability to
to convince the client to entrust him with that
task the power to obtain that data
and challenge large organizations
so it’s a great opportunity
with 2018 a great revolution
it really is the window of a
very interesting digital socialism
even for a liberal then I close
saying the principle of doing business
it changes profoundly we have grown
we have taught our own
students a very business model
calligraphic can not as piero of
francesca who introduced the perspective
the mathematician was reflecting why not
he could train enough he got to
painting by painting interpreted
exactly the meaning of mathematics
that is, rigorism formalism is a bit like i
our all-planned business plan
all rigorous central perspective
everyone looks in the same direction
but that ordered and precise world risks
to actually finish a few hundred
a great year later came
genius own picasso so if piero has
put pablo order put a big one
disorder organized pablo picasso
he had superfine technique he said there
I put twenty years to learn to
draw as raffaello I will put the
rest of life
to learn how to draw like a child
well its ability to if you want
simplify and introduce in logic
of the cubism the legitimacy of different
perspectives him and inventor of cubism
Today the economy of the data is a large and
hyper cube a big and legitimate
different perspective and this is his
picture in my opinion the most famous leda mosel
davinio that is at the moma of new york no
the ladies of Avignon do not make me say
the context in which this this framework
It was painted because I think it is
intuitive but what is this picture
this framework is legitimization
structure of the different perspective
this picture as legitimate cubism
the side perspectives above
all are accepted all are
the concept is broken down and synthesized
that we are using capital
aesthetic and the perceptual work of the
Guest gas masks avenged the people
a hundred years ago to attribute the
aesthetic organizational legitimation
in the eyes of the customer then I close
saying this is back on if you want in
Italy in the most beautiful sculpture that
find out may represent the closure of
this tedecsa is the mission that you
I leave that to become one
hybrid become a contamination of
become a little cyborg a little bit
bastards if I can say understood as
synthesis of man and machine this
beautiful sculpture of umberto boccioni
is at the museum of the twentieth century in Milan and
it’s in my opinion the perfect one
representation of this balance
of our time
a synthesis of empty and full streets
man and machine of light and dark
it’s a drawing is a beautiful project
it is a project that as I said before not
then requires so many capital
because in the end
20 cents are enough to remember
this beautiful story
I do not know if you are a lion or not
gazelle
but I ask you to start running
thank you, thank you
”
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