In Amsterdam, Spaces at the Herengracht, We Are The Farm held a pilot event: The Farm Feeds The City. Here 4 entrepreneurs pitched their concepts, and a building full of professionals, investors, and entrepreneurs worked together to help them grow on their essential questions. It was fun, challenging, valueble, and energising, so I expect we will have more of them.
When discussing purposes in life amongst the partners of The Farm we came to the conclusion that despite our very different roots and expertise we share a concern with the new economy. Not that we like it, or want to be part of it, but we all see the need to leave a definitive and meaningful footprint on its development. One vehicle will be The Farm Inc. At the conception of this initiative there is an evolving philosophy which reframes our understanding of what it means to be shareholder, which reframes the service economy, leadership, social change, the use of media and branding, and of course the finance industry.
Sustainability is a word that no longer covers the developments, and neither do corporate social responsibility, or social innovation.
We need to think forward in this, not backward. Sounds obvious, is not so obvious. Rather than aiming our energies on protecting and compensating for the better of the world, which are obviously admirable activities, we think it is time to find ways of stimulating a long term approach to growth which creates new roads. New relationships, technologies, and attitudes make the problems of today irrelevant.
We still need to work with the world as it is however. Innovation is not the same as new ideas. We need to make new ideas useful for old things, that is what value creation means. Ruud Koornstra said at The Farm Feeds The City that we are with one leg in the new economy, but need to push of from the old economy, which is quicksand. New ways are always in tension, AND NEED TO BE, with existing structures.
New for The Farm means novel ways of value creation.
A few new attitudes are needed for that. One of these attitudes needs to be an integrated one. The western paradigm shifts from a paradoxical specialised and fragmented centralisation to an integrated and interconnected decentralisation. Books like ‘elementary particles’ by Michel Houellebecq point to a cultural and social psychological need for reconnection and individual moving space, whereas uninvolved outsourced expertise, and trends towards decentralised responsibility indicate the same frame on an organisational level. It is the task of new initiatives to reconnect people while empowering their individual responsibility (ability to respond/act). Integration here means integrating autonomy and sharing.
It is also the task of these initiatives to integrate money and value/meaning. Since the invention of capitalism money has devaluated things by giving them a price tag. The significance of labour, products, and experiences gets lost this way which is why we are looking for meaning. The meaning of life, the meaning of my work, etc. Meaning is a product of the things you do with involvement, dare I say passion. It involves thinking, talking, and walking.
So we create capital with our imagination and labour, and when this capital grows we use a representation for its abstract value of that capital in the form of money. So money represents the abstract value which our imagination and labour bring into the economic process. The Farm set out to take a broader view on what value really is, and how it is created. meaning that business no longer needs to revolve entirely around the abstract represenation of one particular kind of value we call money.

