1.31–02.01 Cheryl Dahle
02.01 Presentation
Problem: global overfishing
Current: overcapacity or at capacity
Find all the solutions and find similarities between them.
Tensions: potential opportunities
insights from initial research (interviews): current theory if change is stuck; the middle of the chain is a black box; no one is engaging the middle of chain; command & control is not working
tendencies: bully people into doing things their way
what we should do: listen to why people choose not to do it; what’s stoping them?
Where are all the users in this system?
If we were writing the story….I would go where the conflicts were at.
8 locations (5 countries): looked at the place of transactions
insights: demand bullies supply; the way fish is sold disguises scarcity; innovators are stranded; strong incentives exist for bad technology
all entrepreneurs were in the “catalyst” category
sellers (conduit) can be carriers of change but are not about to do it themselves
story: persuasive case for change
platform: way to get it out there
“transactions doesn't have to be formal”
Traceability systems & story
- system and story need to be connected so the story can have market value
get people already within the system to realize their own ideas: give them support and/or activate them
Pods (groups of people): platform for people to connect with each other
Start from the the pod
by the time it reaches the laggards, they don’t have the choice…don’t have the technology to prove that fish was not caught sustainably
STORY: how you play in the system; how you make a difference with your fork
example: Stone Barns
What is a system?
- there is no boundaries; everything is everything
- we define our own system by defining the end state we can to be in
- systems are not mechanical; they’re social
- they are messy
- entrepreneurs are the sharp tip of the spear in any system change effort
