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
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
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
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
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
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
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
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
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
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
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.oneThe 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 PoWR2.
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.oneA 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 PoWR2 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 (PoWR2) 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.one1. 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.oneTrue 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.oneIt’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.oneAuditing 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.oneThanks 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.oneThe 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.oneis 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.oneGrit38
“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.oneA 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.oneIt 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.oneBy 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 PoWR2
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.one1. 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/
White Paper draft - page 23 Integrity.one to participate: thomas@integrity.onepower 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 PoWR2 protocol.
47
Source: https://stories.platformdesigntoolkit.com/platforms-are-engines-of-learning-4f7b70249177
48
Source: https://www.ellenmacarthurfoundation.org/circular-economy/overview/concept
White Paper draft - page 24 Integrity.one to participate: thomas@integrity.onePayments, 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
White Paper draft - page 25 Integrity.one to participate: thomas@integrity.onemiddle 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/
White Paper draft - page 26 Integrity.one to participate: thomas@integrity.oneMONI – 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
White Paper draft - page 27 Integrity.one to participate: thomas@integrity.oneenvironmental 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
White Paper draft - page 28 Integrity.one to participate: thomas@integrity.oneYou can also read
