Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One

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Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Growth as a Service
Through a Distributed & Universal
Business-to-Business Platform

Unleash the Power of Small Business

    Nikola Leger & Thomas Le Maguer (last updated Oct 4, 2018)
    integrity.one​ / White Paper draft - v1.13 / readability: grade 8 / 68 pages - 81 min
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
White Paper Updates – Summary
Oct 3, 2018
In this update, we:
    ●    added legal ​disclaimer
    ●    removed any sections that seemed to promote speculative investment
    ●    clarified a few numbers when it comes to currency (USD vs CAD)
    ●    updated notions of “decentralized” with more accurate “distributed”
    ●    updated notions of “token releases” with more accurate “token crowdsales”
    ●    updated ​Frequently Asked Questions
    ●    updated ​premium exchange rates​ for BTC to 10000 USD and ETH to 340 USD
    ●    updated platform concept ​diagram
    ●    defined ​growth hacking
    ●    further described the ​learning engine​ portion of the platform
    ●    updated ​token allocation​ and ​use of funds
    ●    updated marketing ​collateral
    ●    expanded on the mechanics of the ​mind map​ user interface we are prototyping
    ●    expanded on ​test and simulations​ with our new Swiss partners
    ●    limited horizon to the first 3 token crowdsale over 4 years and rest to be determined by
         governance to simplify
    ●    added more sources on key supporting data
    ●    edited draft throughout for improved clarity and accuracy

Disclaimer
The document is a marketing document and is not intended to be legally binding. Nothing in this
document shall be deemed to constitute a prospectus of any sort or a solicitation for investment, nor
does it in any way pertain to an offering or a solicitation of an offer to buy any securities in any
jurisdiction. The information in this document does not constitute a recommendation by any person,
nor does it constitute advice on the merits of participation in any purchase of Integrity Tokens or any
other cryptographic tokens or currency.

Potential purchasers should refer to the Terms and Conditions, as available on the Integrity website
from time to time for the terms of the token sales and a non-exhaustive analysis of the risks involved
in purchasing Integrity Tokens. You will be required to agree to these Terms and Conditions before
purchasing any Integrity Tokens.

Participants must make their own independent assessment, after making such investigations as they
consider necessary, of the merits of purchasing any Integrity Tokens. Participants should consult and
rely upon their accounting, legal and tax representatives and advisers in order to evaluate the
economic, legal and tax consequences of purchasing Integrity Tokens.

Certain statements contained in this document constitute forward-looking statements or speak to
future events or plans. Such forward-looking statements or information involve known and unknown
risks and uncertainties, which may cause actual events to differ materially. No reliance should be
placed on any such forward-looking statements or information.

White Paper draft - page 1                    Integrity.one               to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Table Of Content
White Paper Updates – Summary                                                                          1

Disclaimer                                                                                             1

Abstract                                                                                               6

Background                                                                                             6

Opportunity                                                                                            6

Problem                                                                                                7

    Leading Causes                                                                                     7

         1. Operating AND Growing at the Same Time is Very Hard                                        7

         2. We Don’t Know Who to Trust for Marketing                                                   7

         3. A Marketing Ecosystem Plagued by Waste and Inefficiencies                                  7

         What if?                                                                                      8

The Solution                                                                                           8

    Embrace the Platform Revolution                                                                    9

    Our Core Values                                                                                    9

    The Blockchain use case                                                                          10

         Unleash the Power                                                                           10

         A Distributed Record Of Trust                                                               11

         The Three Layers of the PoWR2 protocol                                                      11

              Proof of Wisdom                                                                        12

              Proof of Reputation                                                                    14

              Proof of Results                                                                       15

         GRIT – the integrity work token                                                             18

              Why GRIT?                                                                              19

              Incentive is behavior                                                                  19

White Paper draft - page 2                 Integrity.one            to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Game theory                                                                           20

              Focus                                                                            21

              Transparency                                                                     21

              Collaboration                                                                    22

              Specialization                                                                   22

         The Two Engines of a Platform                                                         22

              Transaction engine                                                               22

              Learning engine                                                                  23

                   Machine Learning                                                            24

         Payments, Money and Engine Fuel                                                       24

              Crypto vs fiat                                                                   25

              Coin or token?                                                                   25

              Existing or new?                                                                 26

         MONI – the integrity utility token                                                    26

              Wealth Distribution                                                              27

              Why MONI?                                                                        27

         VIRTUE – the integrity vote token                                                     28

                   The Foundation and the Council                                              28

Traction & Market Fit                                                                          29

    Case study 1 – Kim (3X in 12 months)                                                       29

    Case study 2 – Trevor (2X in 2 months)                                                     30

    Case study 3 – Alberto (20X in 16 months)                                                  30

Talent                                                                                         31

Leadership                                                                                     31

Team                                                                                           31

Collective (Partners, Advisors, Consultants)                                                   33

White Paper draft - page 3                    Integrity.one   to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Building The Platform                                                                               34

    Pilot                                                                                           34

         Prototype                                                                                  35

         Agile development                                                                          35

         Mind Map                                                                                   35

         Drill up - drill down                                                                      37

         Timeline                                                                                   37

         Chatbot                                                                                    37

         Business Intelligence, Relevant documents and Artefacts                                    37

Token Sale                                                                                          38

    Value Based Programmatic Token Crowdsales                                                       38

    Token Allocation                                                                                41

    Token sale                                                                                      41

    Use of funds                                                                                    41

Product Roadmap                                                                                     42

Tokenomics                                                                                          43

    Token design                                                                                    43

    Capturing Value                                                                                 44

    Total Addressable Market                                                                        46

    Token Usage and Demand - under review                                                           48

         Growth as a Service - first use case – one agency                                          48

         Growth as a Service – one cluster                                                          48

         Growth as a service – the network                                                          48

    Valuation models                                                                                49

         Equation of exchange and velocity                                                          49

         Compelling motivation to hold and net present value                                        49

White Paper draft - page 4                   Integrity.one         to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
The Propensity to Hodl Derived From a True Circular Economy                                  50

         The network effect of a virtuous circle                                                      52

              Small business owners – incentive to hold token                                         54

              Freelancers and agencies – incentive to hold token                                      54

              Experts and consultants – incentive to hold token                                       54

              Tech providers – incentive to hold token                                                54

    Market Conditions and Timing                                                                      56

    Competition                                                                                       56

    Total Token Demand                                                                                57

    Earnings                                                                                          57

    Total Token Supply                                                                                57

    Vesting                                                                                           57

    Price Pressure                                                                                    57

    Go to market strategy                                                                             58

Marketing Collateral                                                                                  59

HOW TO PARTICIPATE                                                                                    60

    Seed Round (-live-)
    (for 5% equity of the company building/operating the platform)                                    60

    Private pre-sale (- fall 2018 -)                                                                  60

    Private sale (- fall 2018 -)                                                                      60

    Public pre-sale (- winter 2018/2019 -)                                                            60

    Public sale (3 stages) (- to be announced -)                                                      60

FAQ (FREQUENTLY ASKED QUESTIONS)                                                                      61

White Paper draft - page 5                    Integrity.one          to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Abstract
(these 3 sections were last updated as of 2018-10-03)

This white paper describes a distributed Growth as a Service platform – based on the Proof of
Wisdom, Proof of Results and Proof of Reputation (PoWR2) protocol. The ​integrity.one
platform matches small businesses and marketing providers (people, process, technology). It
empowers the ecosystem to deliver fair and accessible growth on demand.

Background
Small businesses1 matter. They’re the ​true engine of the economy (with 54% of all sales, 66% of
new jobs2 and 64% of innovation in America3). And numbers are similar ​around the world4, ​for
both high income5 and emerging economies. Small businesses drive the world.

Opportunity
In the U.S., 29M small businesses spend around 49B USD a year advertising6, to try and fuel
their growth. Globally, that number is closer to ​200B, for more than 125M registered small
businesses7. Digital marketing has been on the rise but is still leaving most behind. Business
owners generally lack the time or expertise to take advantage. Only about a third of small
businesses know their marketing efforts are working8. And most find themselves rather
frustrated and quite eager for a solution.

1
  Throughout this document, we use “small business” in reference to “Micro, Small & Medium Businesses”
2
  Source​:​ ​SBA U.S. Small Business Administration
3
  Source​:​ ​Entrepreneur.com
4
  Account for 60-70% of jobs in most OECD countries. - ​World Forum
5
  Source: ​World Bank / IFC 2010
6
  Source: https://www.emarketer.com/topics/industry/small-business-smb
7
  Source ​World Bank / IFC 2010
8
  Source ​https://www.infusionsoft.com/resources/small-business-marketing-trends-report

White Paper draft - page 6                               Integrity.one                      to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Problem
​(this section was last updated as of 2018-10-02)
More than ​half ​of these new businesses will ​not survive the first 5 years. And 70-80% will be out
of business by the 10-year mark.9

Leading Causes
1. ​Operating AND Growing​ at the Same Time is Very Hard
You have to ​run ​the business, ​grow ​the business ​and deliver ​value to your customers10, all at
the same time. But those three core areas require very ​different skills​. Few owners go into
business knowing how to manage a business well11 ... and even fewer excel at sales or
marketing.

Most people start a business because they love delivering a certain product/service. The whole
struggle over the rest of it ultimately results in ​wasting ​a lot of ​time and money​. And as they try
to juggle it all, they often end up ​neglecting ​what creates the most value: their ​product12.

2. We Don’t Know ​Who to Trust ​for Marketing
In order to grow, you need the right ​people​, ​process ​and ​technology​. Who can we trust with
that? Agencies are usually costly. Freelancers often lack results. And local media has been
struggling with “digital” forever. How do we know who’s got the skills, expertise or tools to
deliver? Sadly, we don’t. And precious funds get wasted, at an alarming rate, as owners try to
figure it out.

The owners often end up having to come up with the overall strategy and assemble the pieces
of this very complex puzzle. That results in a challenging process for everyone involved. It
creates a ​vicious circle of failures​, often leading to bankruptcy, in the end.

3. A Marketing Ecosystem​ Plagued by Waste ​and Inefficiencies
To make matters worse, the market is very fragmented. Long gone are days of the simple listing
in the phone book. There are now over ​7000 technology providers13 across more than ​100
functional areas​ of marketing)14. And they overlap in ways that are quite overwhelming for most.

                        enlarge                                                                 ​enlarge
9
   Source​:​ ​Entrepreneur.com
10
   ​Unbundling the Corporation​ by John Hagel III, Marc Singer, Harvard Business Review
11
    ​E-Myth revisited​: Why Most Small Businesses Don't Work and What to Do About It ​Michael Gerber
12
   Throughout this document, we often use “product” in reference to “product and/or services”
13
   Source ​https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/
14
   Source ​https://www.gartner.com/technology/research/digital-marketing/transit-map.jsp

White Paper draft - page 7                                 Integrity.one                       to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
29M small businesses spend over ​50B a year on ads in the USA15. 125M invest over ​200B16 in
advertising globally. And keep in mind that most insiders estimate that 50-80% of it goes straight
to waste17.

What if?
What if there was a way to leverage all that wasted capital? What if ​63M businesses didn’t have
to fail over the next 5 years? What if a better model is already emerging, at the edge of the
ecosystem? What would happen if over ​100B a year, instead of getting wasted, could build
upon itself? What if it compounded year after year, in an efficient circular economy?

     1. What if a new business model can finally manage to ​unbundle small businesses​?
         What if business owners got to focus on product while trusted experts handled the growth?

     2. What if blockchain can finally enable a real ​trust index ​for marketing providers?
         And what if legitimate people, process and technology joined forces on ONE platform?

     3. What if such a platform makes it possible to power and fuel a true ​circular economy18?
         What if we eliminated most of the 100B+ of waste and invested in efficient growth, year after year?

The Solution
​(this section was last updated as of 2018-10-03)

A ​Growth as a Service​​ platform to empower small businesses to win.

15
   Source: of the 150B annual ad spend reported by ​BIA Kelsey​ in the U.S, approximately ⅓ or 50B comes from small businesses
16
   Source ​emarketer
17
   Very few marketers will publicly admit it. But they will do so off the record and it’s a well known fact in the industry.
18
   Source: ​https://www.ellenmacarthurfoundation.org/circular-economy/overview/concept

White Paper draft - page 8                                Integrity.one                      to participate: ​thomas@integrity.one
Growth as a Service Through a Distributed & Universal Business-to-Business Platform - One
Embrace the Platform Revolution
A true platform model19 that operates on three levels:
    1. individual/organization level: ​drop the bad actors and reward productive behavior
    2. community/interaction level:​ establish trust to help and orchestrate collaboration
    3. ecosystem level: ​reduce inefficiencies for marketing, advertising and growth.
A first universal20 platform, with a simple intuitive and visual interface, that delivers:
     ● anything and everything you could ever need to ​grow ​a small business, all in one place
     ● powerful incentives to collaborate and ​co-create ​(freelancers, experts & tech providers)
     ● true waste reduction and fair wealth distribution, for the whole ecosystem to ​prosper.

             GROW
             Get matched to the right mix of people,
             process & technology, to grow on demand

             CO-CREATE
             The best marketers, specialists and tech
             providers join forces to be better together.

             PROSPER
             Fuel a true circular economy between:
             - freelancers, experts & tech builders
             - small business owners
             - the supporting community

Our Core Values
To deliver on this vision, we honor 7 core values. We hire, fire and promote by these:

        1. Put People First
             The only way to get people to care is if they know you care first
        2. Evolve, Always
             Seek and embrace change. Innovate and mutate to evolve.
        3. Better Together
             None of us is better than all of us. Together, we go further and achieve more.
                        ​
                   ​
        4. Deliver more   value
             We focus on giving exponentially more than we take.
        5. Believe
             Believe in the vision, the mission, the customer, the team, yourself, and life.
        6. Tell the real story
             Have the courage to tell and receive the uncomfortable truth.
        7. Thrive to Outlast
             Build enough resilience to serve and honor the next 9 generations behind us.

19
     as defined by ​Simone Cicero​ in the acclaimed Platform Design Toolkit ​white paper
20
     Integrity is agnostic, a truly unified platform to access all the people, process and technology that can deliver growth

White Paper draft - page 9                                      Integrity.one                         to participate: ​thomas@integrity.one
The Blockchain use case
What does any of that have to do with blockchain, tokens or smart contracts?

          blockchain21
          “Blockchain refers to a type of data structure that enables identifying and
          tracking transactions digitally and sharing this information across a
          distributed network of computers, creating in a sense a distributed trust
          network.” ​– Webopedia
          – We can build a layer of distributed trust as a foundation for the ecosystem

          token22
          “A unit of value that an organization creates to self-govern its business
          model, and empower its users to interact with its products, while facilitating
          the distribution and sharing of rewards and benefits to all of its
          stakeholders.”​– William Mougayar
          – A “point system”, powerful incentives for marketers to do right by small businesses.

          smart contracts23
          "a set of promises, specified in digital form, including protocols within which
          the parties perform on the other promises" [...] to improve execution of the
          four basic contract objectives: [...] observability, verifiability, privity and
          enforceability. ​– Nick Szabo
          – We distribute operations to impact a maximum of businesses much more efficiently

Unleash the Power
We’ve been monitoring the space for 25 years for the right conditions for this paradigm shift:
     ●    expert systems architecture
     ●    software development frameworks
     ●    microservices architecture
     ●    blockchain
     ●    smart contracts
     ●    smart tokens
     ●    cryptocurrency
     ●    machine learning
     ●    natural language processing
     ●    crowdfunding
     ●    governance and regulations.
And we’re now finally standing in the eye of the perfect storm. Time to unleash the PoWR​2​.

21
   Source: ​https://www.webopedia.com/TERM/B/blockchain.html
22
   Source: ​https://medium.com/@wmougayar/tokenomics-a-business-guide-to-token-usage-utility-and-value-b19242053416
23
            ​ ww.nasdaq.com/article/smart-contracts-described-by-nick-szabo-20-years-ago-now-becoming-reality-cm611829
   Source:​ w

White Paper draft - page 10                                     Integrity.one                         to participate: ​thomas@integrity.one
A Distributed Record Of Trust
The ecosystem is ripe with incompetence24 , fraud25 and a big tech bubble of shoddy software.
With people, process and technology on one platform, we can measure their performance.
Despite all the snake oil out there, we can follow the science and find the precious signal within
the noise. We can determine:

     ●   who’s doing good work
     ●   who knows how to grow a business well
     ●   and who builds great tools that actually produce results.

A blockchain allows us to secure that data on a distributed public source that can’t be tampered
with. It also allows us to filter out the bad agents. And we can reward the good ones for being a
productive member of the ecosystem. Together, we will finally be able to write new rules and
change the game26.

The Three Layers of the PoWR​2​​ ​ protocol
Our first major contribution to the ecosystem will be to
develop the protocol. It will enable people, process and
technology to join forces. Distributed entities can deliver
more value together. We are focusing on the use case to
orchestrate distributed growth on demand. But there is
already interest for use cases in other industries as well.

To determine what works best and delivers the most value
for growth, marketers have to test:

     ●   a variety of marketing people (freelancers, agencies, etc.)
     ●   processes (strategies, tactics, procedures,etc.)
     ●   and technologies (systems, applications, software, etc.).

We observe series of campaigns and funnels and have to modify, quantify and continuously
adjust a multitude of variables and components throughout. We then test and refine until we end
up with a ​proven system that can deliver growth consistently, on demand, across a huge variety
of different use cases and scenarios.

Thanks to some of the most recents advances in computer science, we can now build that logic
into various algorithms and have those form the basis of our Proof of Wisdom, Proof of Results
and Proof of Reputation (PoWR​2​) protocol.

24
   Source: ​Linkedin
25
   Source: ​Business Insider
26
   Source: ​Market Design: Auctions and matching

White Paper draft - page 11                        Integrity.one       to participate: ​thomas@integrity.one
1. Proof of Wisdom
          We could not achieve exceptional growth without experts who spent years mastering a
          niche and perfecting their craft. Growth hacking requires a good dose of both art and
          science. These are the masters who know what works, how to make it work and why it
          works. They have what’s referred to, in knowledge management, as the highest and
          most valuable form of knowledge: ​wisdom27.

                    wisdom
                    “Uncover why the derived knowledge is applied by individuals in a
                    specific way. i.e. finding the reason behind any decision-making..”
                     – CertGuidance
          The​ ​Data - Information - Knowledge - Wisdom​​ ​pyramid model:

          The processes they crafted, honed and perfected over the years hold the kind of recipe
          for growth we all need to fuel our businesses. There’s a reason that experts like Sean
          Ellis28, one of the original growth hackers29, was able to:

               ●    grow LastPass (Logmein) from zero to a 342M IPO in 6 short years30
               ●    put DropBox on the path to a 1 Billion run rate in 7 months
               ●    grow and sell Qualaroo for (valued between 29M-44M)31 in less than 4 years

                    growth hacking
                    is a process of rapid experimentation across marketing channels and
                    product development to identify the most effective, efficient ways to
                    grow a business. ​– barnraisersllc.com32

27
   Source: ​https://www.certguidance.com/explaining-dikw-hierarchy/
28
   Source: ​https://blog.growthhackers.com/@SeanEllis
29
   Source: ​http://rocketship.fm/episodes/the_strange_origin_of_growth_hacking_growth_ep_1/
30
   Source: ​https://www.crunchbase.com/ipo/logmein-ipo--bd96aa19
31
   Source: ​https://finder.startupdelta.org/companies/qualaroo/
32
   Source: ​http://barnraisersllc.com/2017/07/10-greatest-growth-hacking-case-studies-learning/

White Paper draft - page 12                                 Integrity.one                         to participate: ​thomas@integrity.one
True growth hackers have consistent proven track records up to 10-20X returns33 and
             more on marketing investment while most marketers struggle to achieve even a 2-3X
             return – the key to their consistency and amazing results starts with their processes.

             We can infer the level of wisdom for these experts by measuring the performance
             delivered (leads, sales, revenues, etc.) by the processes in question and the strength of
             their results. We obtain proof of wisdom by validating that a process consistently yields
             proven results over a statistically significant sample.

             Operating on a blockchain and using smart contracts then allows the platform to issue
             those experts ​work tokens​. These tokens grants them rights34 on the platform. It acts as
             a license that allows them to contribute their expertise to the system. It’s a small piece of
             secure code issued to them that will also act as a permission to access different areas
             and features on the platform.

             Having all that achieved by way of smart contracts, makes the whole operation much
             leaner and much more scalable, at the business level, by taking advantage of software
             automation – as opposed to traditional command and control corporate structures, that
             requires large quantities of middle management and clerks throughout.

             On the tech side, there are a lot of efforts currently deployed in the blockchain
             ecosystem when it comes to increasing the scalability of smart contracts. Those efforts
             aim at achieving massive scalability on a level that would eventually compete with high
             frequency transactions like credit cards, as an example, that need to handle over 150
             million transactions per day.

33
     Source: ​http://barnraisersllc.com/2017/07/10-greatest-growth-hacking-case-studies-learning/
34
     Source: ​https://www.smithandcrown.com/token-rights/

White Paper draft - page 13                                   Integrity.one                         to participate: ​thomas@integrity.one
It’s important to note that even with a few thousand members anticipated to be joining
         integrity in the next few years, our projected transaction volume remains much lower and
         does not present substantial technical challenges, in terms of scalability, for the
         foreseeable future.

         As these experts contribute their wisdom to the platform, it benefits all the small
         businesses that need it to grow, as well as the people and tech involved. The platform is
         designed with a series of smarts contracts and micropayments that ensure experts are
         compensated fairly and benefit financially every time their process is used.

         Ultimately, a blockchain allows us to commit their process to the platform, ensuring a
         wider distribution and streams of passive income while encrypting and protecting their
         intellectual property with mechanics similar to licensing or royalties.

    2. Proof of Reputation
         To execute those processes correctly, we need people with the right attitude/aptitudes to
         deliver the best results. Those are the honest people who care and have what it takes to
         get the job done right. They are reputable players in the ecosystem. They spent years
         doing good work, building their name and ​reputation​. They’re the ones we can count on
         to build and manage what the experts recommend and for their process to deliver
         growth.

         Once a freelancer or agency is proven to have reputation and deliver consistent work,
         we also issue them ​work token​. The work tokens grant them their own set of rights on
         the platform. It also acts as a license that allows them to perform certain work in the
         system, based on their specific skill set and track record. We’re developing a potential
         staking mechanism to allow them to leverage the work token they earn as they build their
         credentials on the platform.

         The platform also uses a series of smarts contracts, escrow and micropayments to
         ensure the right freelancers or the right agency can qualify for an assignment. Whenever
         a process requires their execution to deliver results and grow a business, it is assigned
         to the right worker based on their specific skills and proof of reputation.

         The people selected to perform the work can then use the ​learning engine of the
         platform to get a clear definition of the task at hand as well as educational material on
         the work involved. They can access case studies as well as step by step guides and full
         standard operating procedures and checklists to help them achieve the work with the
         greatest level of efficiency. And they can request support from the community of practice
         within the platform to ensure optimal results not only fulfill their contractual obligation but
         also benefits the collective and the greater common good.

         When the work is completed and submitted, it gets audited and micro payments are
         released from escrow once the quality meets the standards, at every step of the process.

White Paper draft - page 14                    Integrity.one               to participate: ​thomas@integrity.one
Auditing will be assigned to peer validators in the beta and is expected to be
         progressively automated via machine learning over the next 3 years.

         A blockchain allows us to commit that performance history to the platform in full
         transparency. It creates opportunities for the freelancers and agencies by ensuring a
         steady flow of assignments and income based strictly on the quality of their work and
         their proof of reputation. They can earn work simply by doing good work rather than
         being forced to solicit prospects and waste precious energy on sales and marketing
         efforts. All that is also achieved by way of smart contracts to keep the whole operation
         lean and limit the layers of middle management.

    3. Proof of Results
         And finally, those people need the right tools to execute those processes efficiently.
         Software is generally meant to deliver efficiency. There are thousands of marketing tools
         and pieces of code out there. But only a fraction delivers the ​results ​we need to fuel
         consistent growth.

         Thousands of hours spent implementing different technology across thousands of
         funnels enable growth hackers and marketers to follow the science, and pinpoint the
         right pieces of software and code to deliver the most value.

         We can connect all the proper marketing and advertising technologies to the platform via
         their Application Programming Interface or API. The sum of these components
         (web-based systems, operating systems, database systems, computer hardware, or
         software library) allow our programmers to fetch exactly what people need to execute
         and deliver growth for the expert processes in question.

White Paper draft - page 15                  Integrity.one             to participate: ​thomas@integrity.one
Thanks to the rise of microservices architecture35, our software architects, engineers and
             developers can use all these different pieces of the puzzle (whether they be routines,
             data structures, object classes, variables, or remote calls) and assemble them, or mash
             them up together, following our very own recipe, as well as building our own user
             experience and interface, to deliver the exceptional growth we’re after – in the simplest,
             most user friendly, comprehensive and holistic format possible.

                                                                                                                                36

             As everything that happens on the platform, each piece of software, each microservice
             will be subject to split testing and multivariate testing. When microservice A proves
             objectively more efficient than microservice B, the system can establish proof of results.

             Once a tech provider and their software or hardware is proven to produce results, the
             platform also issues them a ​work token​. This token grants them their own set of rights on
             the platform. It’s like a license that allows them to connect and contribute their
             technology to the system, based on the specific ability of their machines/code.

             It can sometimes feel a bit abstract in theory to imagine a system that can measure
             software efficiency. It simply entails measuring the gains in efficiency the tools provide.

                       e.g. imagine that a gardener has to water a field. It takes him 3 hours to water it
                       with a bucket. If he were to use a hose that would allow him to do it in 1 hour.
                       You can track that gain in efficiency. And the same is true of a sprinkler that
                       would take him 5 minutes to set up. That’s what we mean by results and
                       efficiency.

35
     Source: ​https://blog.g2crowd.com/blog/trends/digital-platforms/2018-dp/microservices/
36
     ​https://blog.g2crowd.com/blog/trends/digital-platforms/2018-dp/microservices/

White Paper draft - page 16                                   Integrity.one                   to participate: ​thomas@integrity.one
The platform also uses a series of smarts contracts, escrow and micropayments to pick
            and reward the right tools for the job. Whenever a process requires their software or
            hardware to deliver results and grow a business, the tech providers simply get the
            business, based on results. A blockchain allows them to earn a steady flow of income
            through an API call model (or pay as you go model, if you will) based on the merit of their
            technology – as opposed to earning market shares based on the ability of their sales and
            marketing team to push their product unto (unsuspecting!) users.

                                                                       37

            This means that software developers will gain the ability to focus on their niche and
            progressively divest from sales and marketing to further invest in research, development
            and actual computer science. It means they can progressively do away with all the bells
            and whistles in their application and focus on the raw power of what makes them
            different. It means that a bunch of bloatware and vaporware will wither away while the
            great technology out there finally gets to thrive in a much more efficient and powerful
            meritocracy. It means we get to write new rules to reward research, progress,
            collaboration and actual results rather than sales and marketing buzz.

            It will, of course, in part, be a potential initial nightmare for the venture capital who are
            backing/pushing bad tech at the moment. But it will also bring a progressive but swift
            and powerful relief over time – as they gain new insights into what tech actually deliver
            results and is worth their investment, as we usher a new era of objective tech valuation.

            Capital is currently diluted like the billions of kilojoules of energy that get dispersed from
            the sun. That kind of massive energy can amount to a mere sunburn on this end when it

37
     ​source: https://steemit.com/ethereum/@ryuzakilost/ethereum-smart-contracts-101-hello-world

White Paper draft - page 17                                  Integrity.one                         to participate: ​thomas@integrity.one
is scattered as such. But you can also harvest and concentrate just a few kilojoules of
         energy and cut through the thickest stee,l once it gains the focus of a laser beam.

         It’s time to collectively focus our efforts towards true small business growth. It’s time to
         get rid of the inefficiencies and the waste in the ecosystem; time for laser focus!

         We don’t have to put up with choosing from an exponentially growing set of over 7000
         different technologies anymore. We can connect them all into one massive efficient
         machine and evolve the system as a whole, one test, one experiment at a time, by
         emulating natural selection and evolution of its components, through one massive
         universal matrix.

         We’re not against diversity. We embrace and encourage it. We’re creating a common
         ecosystem for it to thrive more than in the actual broken system. And we’re simplifying
         the ability for the small business owner to capture the value that emanates from a higher
         order of collaboration.

         GRIT – the integrity work token
         We’ve established that as the best experts, freelancers and tech providers ​join forces to
         run campaigns on ONE platform, we can monitor their true results and the growth they
         generate. A work token will allow us to grant them rights to contribute to the platform.

         But complex systems need more than a simple binary permission as a driving force, if
         we want them to greatly evolve over time. We also need our work token to express a
         dimension of quantity, a certain gradient of intensity. It will be necessary if we want to be
         able to accelerate the growth and efficiently catalyze the behaviors we are looking to
         shape and influence – for the greater common good, through this platform.

         And this is why we're introducing ​GRIT​, the integrity work token. Freelancers, experts
         and tech providers will be able to earn this work token based on the quantity and the
         quality of their input and their output. They will earn GRIT based on the quantity and
         quality of their contribution, throughout their history on the platform. And they will lose it
         if they don’t act in the best interest of the ecosystem. – We’re currently working with our
         team of engineers in Ukraine and our economists in Switzerland to design, model, build
         and test the best staking mechanism for the work token.

         These work tokens cannot be traded or sold. They serve the single purpose of
         empowering the individual or the entity who earns them, in order to serve the greater
         common good. This kind of token enables us to build a layer of distributed trust as a
         robust foundation for the platform and the ecosystem.

White Paper draft - page 18                    Integrity.one              to participate: ​thomas@integrity.one
Grit38
                   “in psychology is a positive, non-cognitive trait based on an
                   individual's perseverance of effort combined with passion for a
                   particular long-term goal or end state (a powerful motivation to
                   achieve an objective). This perseverance of effort promotes the
                   overcoming of obstacles or challenges that lie on the path to
                   accomplishment and serves as a driving force in achievement
                   realization” ​– ​wikipedia/Grit_(personality_trait)
         (As a side ​note​: we will cover later how the second type of token, the utility token will
         also help us fuel this new economy. And we’ll cover how everyone can take advantage
         of it to grow and prosper.)

         Why GRIT?
         The concept has been getting a lot of attention, thanks namely to the work of pioneer
         psychologist ​Angela Duckworth39. She’s the Founder/CEO of ​Character Lab40, a
         nonprofit whose mission is to advance the science and practice of character
         development. She is also the Christopher H. Browne Distinguished Professor of
         Psychology at the University of Pennsylvania, faculty co-director of the Penn-Wharton
         Behavior Change For Good Initiative41, and faculty co-director of Wharton People
         Analytics42.

         Angela received a ​MacArthur genius grant in 2013 and has advised the White House,
         the World Bank, NBA and NFL teams as well as Fortune 500 CEOs. Her ​TED talk is
         among the most-viewed of all time43. Her first book, the 2016 ​Grit: The Power of Passion
         and Perseverance44, is a #1 ​New York Times​ bestseller.

         Her work is second to none and perfectly embodies the struggle of the small business .
         Passion and Perseverance are certainly at the heart of this fight. It’s ultimately what
         drives the economy. And it impacts the livelihood of most families and most communities
         around the world. It seems fitting to have the integrity work token be a constant and
         powerful reminder of that.

         Incentive is behavior
         Thanks to the general properties of cryptocurrency and utility tokens, we have a unique
         opportunity to further incentivize and catalyze this whole process.

38
   Source: ​https://en.wikipedia.org/wiki/Grit_(personality_trait)
39
   Source: ​https://angeladuckworth.com/about-angela/
40
   Source: ​https://characterlab.org/
41
   Source: ​https://bcfg.wharton.upenn.edu
42
   Source: ​https://wpa.wharton.upenn.edu
43
   ​Source: ​https://www.ted.com/talks/angela_lee_duckworth_grit_the_power_of_passion_and_perseverance
44
   Source: ​https://www.amazon.com/Grit

White Paper draft - page 19                             Integrity.one                     to participate: ​thomas@integrity.one
A smart contract is the ideal technology to reward the freelancers with the best
         reputation ​and progressively increase their rights on the platform. The better ​people
         perform and the higher quality work they deliver on time, the more work they get. It’s the
         perfect use case for a work token. It also keeps the incompetent, the charlatans and the
         unreliable at bay.

         The same is true for the experts with the most marketing ​wisdom​. A blockchain is the
         ideal environment to test the different processes they contribute to the platform. We can
         transparently share the results and create a public record of trust that can’t be tampered
         with while properly licensing and monetizing their intellectual property around the
         knowledge they crafted and accumulated over the years. The more efficient their
         process​, the more it gets used, the more income it generates for them and the more
         growth for the small businesses, and the community. Everybody wins! That’s the power
         of a circular economy! Who said economies had to be zero sum games?

         And the same logic applies to the more than 7000 different marketing and advertising
         technologies out there. Marketing software is meant to help marketers gain efficiency.
         Tech ​providers should accrue markets shares based on the ​results ​they yield… not on
         the strength of their sales and marketing, or the size of their budget. Comparing and
         recording results on a blockchain also allows the platform to reward the very best and
         protect small businesses against the snake oil that’s been rampant these last 2 decades.

         This empowers promising small businesses to purchase growth on demand from trusted
         contributors, knowing their investment is safe and will yield a great return. If we can band
         together to achieve this, we can change the face of capitalism as we know it.

         If we can gain critical mass and enlist the world’s most prominents experts in the various
         disciplines this unique feat requires, we can truly usher the next era of work and
         abundance for the 99%. Let’s take our rightful place at the forefront of the 4th industrial
         revolution!

Game theory
As we touched on briefly before, one of the best use cases for blockchain, smart contract and
token technology is to provide the ability for the platform to shape behaviors. This ability
revolves around the capacity to reward various participants when they engage in productive
behaviors (i.e. when they act in the best interest of the greater common good i.e. contribute to
shift the ecosystem towards a state or near state of Pareto Optimality or Pareto Efficiency).

In basic game theory, we can help predict the behavior or certain players by knowing:

    ●    the rules of the game
    ●    what they anticipate as a payoff (or utility)
    ●    what knowledge players have when it comes to these rules, the payoffs and how they
         anticipate others to play (strategy).

White Paper draft - page 20                   Integrity.one              to participate: ​thomas@integrity.one
It will therefore be essential to design rules and rewards for the platform that benefit the growth,
the evolution and the sustainability of the community and its participants. Designing effective
and powerful incentives will help to predict and fuel the growth of this new economy for the
benefit of its participants and the community that supports it.

Let’s recap some of the current behaviors in the small business marketing ecosystem that are
causing waste and inefficiencies and list the powerful incentives we can create to remedy some
of that waste.

            Focus
            Rather than wasting precious funds and energy trying to market their services, it will be
            more much productive for freelancers, experts and tech providers to focus their energy
            on the quality of their output.

            Allowing such a meritocracy to form where market shares results from the quality of the
            contribution makes the whole system much more efficient. These gain in efficiencies can
            translate to both more affordable growth for the small business and more profitable
            marketing for the providers.

            Transparency
            The current small business marketing ecosystem is plagued with what Nassim Taleb
            would refer to as information asymmetry45. It’s what we like to refer as snake oil. And it
            encompasses every lie, half truth, false claim and fraud that various players are ready to
            embrace in order to get your money.

            The false claims are sometimes perpetrated quite maliciously and consciously by bad
            actors or crooks who choose to defraud businesses as a mean of living. They can then
            count on the complexity of digital marketing to blame other factors for their lack of
            results.

            And in numerous other cases, it also comes down to incompetence and lack of skills or
            of mastery on the part of foolish marketers. They’re trying their best to deliver growth
            through what they think should be appropriate work, tools and processes but they just
            can’t hack it. The market grew too big, too fast and left them behind. They have been
            stuck trying to play catch up ever since but, for the most part, failing to deliver.

45
     Source: ​Skin in the Game​, Nassim Nicholas Taleb, Feb 2018

White Paper draft - page 21                                 Integrity.one   to participate: ​thomas@integrity.one
By rewarding the good actors who deliver real growth with both GRIT and MONI, they
         can increase their ability to secure work on the platform and earn more utility tokens.
         This builds a virtuous circle on the platform where excellence and merit are fueling
         financial abundance and opportunities at a much faster rate than any fraudulent attempt
         would.

         This incentive can attract high performing marketers because their talent will be much
         more valuable on the platform as a true signal of growth rather than lost in the noise of
         competition, in the general market, outside of integrity.

         It can also inspire and motivate less experienced marketers to perfect their skills through
         the learning engine on the platform (more on that later…) and increase their competence
         to create more opportunities.

         And it keeps fraudsters and crooks at bay since their usual deception will not be fruitful in
         a performance based system where they can’t sell, market or charm their way through.

         Collaboration
         By allowing experts to specialize and focus on their processes, freelancers/agencies to
         focus and specialize in execution and tech providers on the quality of their tools, we are
         creating a powerful incentive for these players to collaborate and work better as a team.

         Specialization
         Once they are free to focus on what they do well, providers will also have an incentive to
         specialize in what makes them unique. Tech providers will be better off focusing on the
         microservice that makes them stand out. Experts will profit more by honing their unique
         process. And freelancers/agencies will also perform better by focusing on their strength.

The Two Engines of a Platform
Once we establish a solid foundation for our platform with the three layers of the PoWR​2
protocol to build distributed trust in the ecosystem, we can finally build a platform on top, in the
application layer. Platforms empower people to connect and interact through a transaction
engine and they empower them to learn and share knowledge through a learning engine.

White Paper draft - page 22                   Integrity.one               to participate: ​thomas@integrity.one
1. Transaction engine
             The platform takes advantage of smart contracts to orchestrate the work you need to
             grow. Out in the market, a lot of time and money is usually spent on coordinating work at
             the execution level. Here we can build a proper workflow engine to call in the right
             experts, assign work to the right people and take advantage of the right tools. That
             becomes the transaction engine of the platform. Everyone focuses on what they’re best
             at and gets fairly compensated.
             Money can be held in escrow and the funds released once the quality of the work has
             been validated by the system. This completes the transaction and initiates the next step
             in the sequence.
             Performance based marketing has been extremely popular with business owners (e.g
             Google Ads or Facebook Ads) but only covers a portion of current marketing
             investments, in the market as a whole. Recent advances in technology can help deliver
             that kind of performance based payments across the full marketing spectrum and
             completely flip the tables for the industry.
             Removing several layers of intermediates makes the whole process much more efficient
             and much more affordable for small businesses. It also makes the work much more
             profitable for the experts, the freelancers and the tech providers. Everybody wins.

             Focus on ​what you do best​​ and let integrity handle the rest.

       2. Learning engine
             From successfully onboarding members to helping them learn how to use the platform
             well and ultimately how to capture new and better opportunities, the learning component
             of a platform is extremely crucial.46

                       The Experience Learning Canvas
                       “The more the platform helps participants reach new opportunities
                       the more the learning engine attracts new participants thanks to the

46
     Source: ​https://platformdesigntoolkit.com/platform-design-whitepaper/

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power of success stories. Learning is indeed a fundamental engine
                       of growth: not only success stories drive more interest and
                       participation from the ecosystem, but the learning process creates
                       skilled participants that increasingly hold a bigger stake in the
                       common platform and care more about its evolution and
                       governance. When Platforms generate an evolutionary path ranging
                       from initial participation and ending in participating in governance the
                       learning process becomes the most powerful evolutionary engine for
                       the Platform and the organization(s) behind it.” ​– Simone Cicero -
                       Stories of platform design47
            If we want those who create processes to behave in a productive manner, it helps if we
            help them learn how to do so. The same is true of those who execute the processes.
            And it also applies to those who build tools to help. Education is key on all fronts.

            That means we must empower the community to define what those behaviors are and
            help them build a learning engine around that content. It’s in the best interest of all the
            participants for the system to continuously evolve. And sharing knowledge is a good way
            to stimulate and accelerate evolution. As we’ll see later when we explore the essence of
            what makes a circular economy thrive, it is essential for economic activity to build and
            rebuild overall system health. Learning contributes largely to system health.48

            It creates a powerful incentive for the ones who are not performing as well to hone their
            skills. It leads them down a path where they too can aspire for more financial abundance
            by up levelling their skill set and improving the quality of their results.

            Machine Learning
            Over and above the human learning that needs to take place, there is also a massive
            opportunity for the ecosystem to use the platform to take advantage of recent advances
            in machine learning and deep neural networks.

            Ultimately, we’ve established that in order to be able to deliver growth on demand on a
            very large scale, we need to continuously monitor a very large amount of data and
            constantly measure wisdom, reputation and results for all the people, process and
            technology involved, across the whole platform. The only way to achieve that efficiently,
            at scale, and in the most resilient fashion will be to use computing power, ​machine
            learning​ and powerful algorithms to speed up the process.

            From a technology standpoint, that’s how we need to rev up the Proof of Wisdom, Proof
            of Results and Proof of Reputation that constitute our ​PoWR​2​ ​protocol.

47
     Source: ​https://stories.platformdesigntoolkit.com/platforms-are-engines-of-learning-4f7b70249177
48
     Source: ​https://www.ellenmacarthurfoundation.org/circular-economy/overview/concept

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Payments, Money and Engine Fuel
How do we fuel those two engines? What should we use for payments and transactions?
Bitcoin, ethereum, fiat money? A payment token specific to the platform? Why? Why would
integrity even consider building its own coin or utility token?

                                                                                                                              49

Crypto vs fiat
Let’s first examine the case of using some sort of crypto currency versus traditional fiat
currency. Crypto currencies are progressively getting better suited for global transactions than
fiat money.
     ●    it facilitates using one single currency across all economies.
     ●    better suited for micropayments, in theory50, since usually divisible to 8 or 10 decimals.
     ●    alleviates a lot of the processing fees by removing a lot of the intermediate layers.
In our case, using a common currency across global markets not only simplifies transactions
and reduce fees, but also enables the small business to take advantage of much more
competitive and affordable costs around the globe. There is a significant opportunity for
arbitrage on the platform .e.g. you can get a great designer offshore at a highly discounted price
that will deliver great design, while providing financial security for his family. Everybody wins.
Depending on the size of our payments to the different contributors, our engineers may have to
explore potential integrations with probabilistic payment channels51 if we truly move into
micropayment territory. That essentially means that some of the smaller payments could be
made off chain and finalized on chain periodically. It’s an efficient way to lighten the load, if it
comes down to it, while the technology continues to mature and evolve.
By building a distributed platform, we can unite the best world experts, tap into the best
technology and connect a global workforce to do the work for a fraction of the cost. A universal
token allows us to ​transact seamlessly across economies. It also removes 6 or 7 layers of

49
   Source: ​https://www.linkedin.com/feed/update/urn:li:activity:6425251433473544192
50
   Source: ​https://bitcoinmagazine.com/articles/bitcoin-now-useless-micropayments-solutions-are-coming1/
51
   Source: ​https://medium.com/@gustav.simonsson/ethereum-probabilistic-micropayments-ae6e6cd85a06

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middle men between the provider and the end user, when comparing to handling marketing
transactions in the traditional financial system.

Coin or token?
So should integrity build its own blockchain and mint its own coin? Or should it take advantage
of an existing and established blockchain with robust smart contracts to issue its own token?
Let’s establish that we have no immediate appetite for creating our own blockchain or our own
coin​. The industry is still fairly experimental and we can mitigate a substantial portion of the risk
by building our token on top of one of the more proven blockchains such as Ethereum. We are
considering different possibilities and leaning towards an ERC-223 ​utility token for the token
crowdsale – but certainly not building our own blockchain or coin for the time being.

Existing or new?
Shouldn’t the platform use on one of the well established coins as currency like Bitcoin,
Ethereum or Litecoin?
It certainly presents advantages and we have considered it, at length. It does however expose
us to volatility, speculation, security risks and potential market manipulation that could be quite
detrimental to the community and the platform.
We have to keep in mind that tokens are very intimately linked to smart contracts. In the case of
building a platform like integrity, with a clear aim to reduce inefficiencies in a given ecosystem,
issuing ​an integrity utility token​ does open a world of opportunities for:
       ●     better governance
       ●     better incentives
       ●     and better influence
...when it comes to shaping the behavior of agents in the system and on the platform.
It benefits the greater common good substantially if the transaction engine runs on its own utility
token. The platform can accrue the value generated by reducing the prevalent risk of running a
great business but poorly managing growth. There's an inherent systemic risk in seeing great
business fail! And a unique opportunity to capture value by solving that for the ecosystem.

52

52
     Source: ​http://tompeters.com/writing/books/excellence-dividend/

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MONI – the integrity utility token
We need all kinds of transactions to make this platform engine purr. Business owners need to
pay the platform, pay the people, pay for the process, and pay for technologies. And we ideally
want the ability to make seamless micro payments every time a set of conditions is met. That’s
what our smart contracts and ​MONI​, the integrity utility token, are designed for.

Issuing a utility token allows platform members to purchase future access to the growth they
seek. By the simple act of purchasing services in advance, the members do two things:

    1. Every token they hold is creating cash flow for the platform to build, operate and evolve.
    2. The price of the token is mainly driven by demand versus supply. The better the platform
       gets at reducing inefficiencies in the ecosystem, the more it accrues value. The better it
       gets at delivering consistent and efficient growth, the more desirable it becomes. And
       that causes the utility token to appreciate in value.

Operating with its own utility token also allows a unique symbiosis between the platform and the
members. Members can consciously support the platform financially by acquiring utility token.
They know that every token they hold fuels the cash flow to build the platform, to operate it and
to make sure it improves and evolves over time.

In order to reward that behavior, holding MONI yields a 1% return every 2 months. The
community can therefore earn the equivalent of 7.2% of compounded interest per year for
supporting the platform.

And lastly, as a token holder, you also know that any contribution in kind you make to the
ecosystem by helping members, increasing reach, referring business contacts and more, also
supports the value of the token you hold and the platform that fuels the growth of your business.

Wealth Distribution
That unique synergy promotes a fair and sustainable distribution of wealth in the ecosystem.
And it is made possible, in large part, by introducing MONI, the integrity utility token.

The integrity utility token model allows wealth and value to be shared and distributed between
all participants, in a fair and sustainable way.

Why MONI?
MONI is Maori for money. The Maori, the native people of New Zealand, have a strong culture
of sustainability. They teach the principles of Kaitiakitanga.

         kaitiaki
         “is a guardian and kaitiakitanga means guardianship, protection or
         preservation. It is a way of managing the environment, based on the
         traditional Māori world-view. It encompasses many concepts & practices of

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environmental sustainability such as putting restrictions (rāhui) on the
         unsustainable exploitation of resources such as birds or seafood. By
         implementing kaitiakitanga Māori protect the natural environment for their
         descendants which also allows Māori to feel they are meeting the
         expectations and hopes of their ancestors” ​– ​econation.co.nz
It also happens to honor the work of crypto pioneer Moni Naor.

       Moni Naor
        “(Hebrew: ‫ )​מוני נאור‬is an Israeli computer scientist, currently a professor at
        the Weizmann Institute of Science. Naor received his Ph.D. in 1989 at the
        University of California, Berkeley. His advisor was Manuel Blum. He works
        in various fields of computer science, mainly the foundations of
        cryptography. He is notable for initiating research on public key systems
        secure against chosen ciphertext attack and creating non-malleable
        cryptography, visual cryptography (with Adi Shamir), and suggesting
        various methods for verifying that users of a computer system are human
        (leading to the notion of CAPTCHA)” ​– ​wikipedia/Moni_Naor

VIRTUE – the integrity vote token
One of the big challenges we face in building a distributed platform is to articulate good
distributed governance mechanisms that will help serve the greater common good and stay
true to our core values. One of those values is to build resilient infrastructures that can benefit
the next 9 generations – well beyond the span of our own lives.

We are currently seeking and enlisting the help of some of the world's foremost experts to build
that governance framework and stay true to the essence of the fourth industrial revolution.

The Foundation and the Council
We are exploring the ability for platform members to delegate some of their influence to a
council of leaders in a set of key disciplines. We are paying close attention to the foundation
model and have been drafting a council model with 7-9 delegates that strongly align with our
core values and whose core genius would span across the different chairs we need to deliver on
this vision, namely in the fields of:

    1.   platform design
    2.   growth hacking
    3.   behavioral economy and game theory
    4.   sustainable development
    5.   machine learning and business automation
    6.   software architecture and microservices
    7.   energy and manufacturing

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