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mydata.org/declaration

For a just, sustainable, and prosperous digital society

FORMAL → ACTIONABLE RIGHTS

DATA PROTECTION → EMPOWERMENT

CLOSED → OPEN ECOSYSTEMS

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About the strategy: Objectives

�The strategy is meant to be a coherent whole that does not require interpretation.

It should have sufficient breadth and depth to enable a high quality debate within the community. It should be pragmatic and sufficiently concrete to guide action. The strategy includes priorities, including painful decisions on what we do NOT do.

The strategy is a living document.�The timespan of this strategy is 2020-2022.

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About: Process of development

The Strategy has been developed by Teemu Ropponen (general manager), together with the strategy team Viivi Lähteenoja, Antti ‘Jogi’ Poikola, Fredrik Löfman, the staff, the Board of Directors, Steering Group members and a few other stakeholders during 20.8-9.11.2019, based on the direction of the Board of Directors.

Based on significant synthesis from materials such as Board 1-2-1s, Vision of Success, Community Survey, Understanding MyData community, Declaration, Guiding Principles. All 40+ resource documents are in this table. A longer background document is here.

You, the reader, have probably contributed to this work in some way – THANK YOU!

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Strategy development principle

Head in the clouds…

...feet on the ground.

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Strategic priority: summary

The most important goal of MyData Global in 2020-2022 is to accelerate practical advances towards the three shifts of the MyData Declaration by developing of skills, knowledge and connections of people in the MyData community and more widely in the digital services industries.

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MyData Global: Vision

Why is this is important?�The three shifts are nice and meaningful - especially for us in the MyData Community. �But “Value for people, value for organisations” has NOT been clearly articulated before.

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MyData taxonomy & terminology

Idea

Movement

Community

Organisation

The general Idea of human-centric personal data

All people, organisations and initiatives that work to further the idea of human centric personal data. Many of them we don’t know and they might not have heard about MyData.

People and organisations who agree with and interact with MyData Organisation

Loosely defined

MyData’s institutionalised activity: Initiatives / Network + Association

Clearly defined

Vision�What we try to achieve

Identity�Who we are

Declaration�Our presentation of the idea

Defines

Guides

Why is this important? �Activities of the hubs and thematic groups ARE “Organisation” activities

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Our Theory of Change: Making Impact

Theory of Change explains the process of change (impact) by outlining causal linkages, i.e., its short-term, intermediate, and longer-term outcomes.

Through the change model, we can make more informed decisions about strategy and tactics (and convince funders).

The following slides visualise WHY we do what we do and what is the pathway to the change we want.

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Vision

Short-term impact

What we do

Long-term impact

CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

IMPACT:

BIG SHIFTS

FAIR, SUSTAINABLE, AND PROSPEROUS DIGITAL SOCIETY THROUGH A HUMAN-CENTRIC APPROACH TO PERSONAL DATA

Demand

Supply

From formal to actionable rights

From data protection to data empowerment

From closed to open ecosystems

People get value from their data and set the agenda on how it is used

For organisations the ethical use of data is always the most attractive option

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What we do: 2020-2022

Note: these are external activities - in addition we have internal Fundraising & Partnerships and Organisational Development areas

CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

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Impact goals: In the short term

CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

LINK �(Full TOC)

LINK �(Coggle)

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How we roll out this strategy in 2020

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Thematic groups “focus” & relaunch (+ white papers)

Unified membership

Website + branding�

Case Library

MyData Academy Phase 1

Regional events�

Ongoing comms

Project office�

Conference 2021 start�

Employee onboarding

Basic resources unified voice

First hub employee program

2018 White Paper into English

Hub facilitation

Leadership & culture

Tools & Admin

Community meetings

Community facilitation

All activity areas and their priority activities 2020

CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

Hub facilitation

Leadership & Culture �Tools & Admin

ORGANISATION �DEVELOPMENT

Fundraising�Partnerships

FUNDRAISING & �PARTNERSHIPS

PRIORITY 1

PRIORITY 2

BUSINESS AS USUAL

WANT TO DO

Memberships

Event partnerships

Event tickets

Academy

Founding �partners

Key funding through�int’l partnerships, foundations, public

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Priority activities schedule 2020

Legend

Thematic group “focus” & relaunch (+ white papers on Operators, Cities)

Unified membership & hub

governance

Website + branding�

Case Library

MyData Academy Basic course Phase 1

Regional events�

Project office�

Conference 2021 start�

Employee onboarding �(assuming hub funding)

Basic resources → unified voice

First hub employee program for hubs (if funding)

2018 White Paper into English

WANT TO DO

PRIORITY

2021

MyData Academy founding partners

Key funding through int’l partnerships, foundations, public

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

ORGANISATION �DEVELOPMENT

FUNDRAISING & �PARTNERSHIPS

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How to fund it?

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Strategic Goals for Fundraising

Financial stability is ensured through a core funding base of unrestricted funds that are highly predictable over a multi-year period. This core funding is used to cover organisational core operations and overhead and will not be used for other activities such as the Event cycle, Academy or other projects.
The organisation’s activities will be self-funded through revenue (revenue-based financing) when possible and supported by outside restricted funding when necessary. Potential profits from activities will be treated as unrestricted funding and allocated according to the organisation’s strategic priorities.
Fundraising is done efficiently, focusing primarily on funding opportunities with high return on effort.
Fundraising within the organisation is coordinated and led by MyData Global staff. The efforts, expertise, and contacts of Hubs and community members are integrated in the fundraising process.

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CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

Hub facilitation�Leadership & Culture�Tools & Admin

ORGANISATION �DEVELOPMENT

Fundraising�Partnerships

FUNDRAISING & �PARTNERSHIPS

Corporate�(sponsorship)

Memberships

Foundation

Government

Revenue-based financing

Donations from individuals

FUNDING SOURCES

Possible

Significant

Possible

Opportunity?

Project grant

Possible

Partnership

Main source

Key source

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Legend

Participation fee

Partnership

Memberships

Grant

Possible funding

Priority activities: Funding needs & how funded

CORE

ACTIVITIES

MyData Events gather the community and keep it strong

MyData Academy trains and certifies professionals on trusted data management

MyData Ecosystems are built locally and connected internationally

MyData Publications spread the message and attract new expertise to the community

ACTIVITY

AREAS

CONNECTING

COMMUNITIES

THOUGHT �LEADERSHIP

ECOSYSTEM �FACILITATION

OUTREACH & COMMUNICATIONS

Hub facilitation

Leadership & Culture �Tools & Admin

ORGANISATION �DEVELOPMENT

Fundraising��Partnerships

FUNDRAISING & �PARTNERSHIPS

Thematic group “focus” & relaunch (+ white papers)

Unified membership

Website + branding�

Case Library

MyData Academy Phase 1 �

Regional events�

Project office�

Conference 2021 start�

Employee onboarding

Basic resources unified voice

Memberships

Partnership

Memberships

Participation fee

Grant

Sitra Grant

Participation fee

Grant

Partnership

100-800K

40-80K

10-30K

Key funding through�int’l partnerships, foundations, public

International funding

Memberships

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Ready to roll out.

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Into action!

The 2020 Action plan and budget, presented in Athens autumn general meeting, are based on this strategy

It is easier to make decisions and steer our operations
It is easier to seek funding now that we have an approved strategy and Theory of Change

Strategy of Hubs

Preferable to make their own localised strategy
“Loosely coupled, highly aligned” → goals aligned, way of doing up to hubs, who have the local knowhow and connections

THANK YOU for making it happen!

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Ready!?

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Thank You!

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One-sliders of key impact areas�(additional summaries made during strategy work, may be partially outdated)

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Partial backlog of things brought up, but not concluded in the impact strategy development

Topics and domains we particularly focus on: MyData operators, MyData and smart cities; Cross-domain, transportation, public services, health, AI, Borders of open data & personal, high-value datasets, data governance

Things we take a stand on:

The process how we decide what are important issues, and how we go about them. Actual thought pieces (data ownership, GAFA, “our data”, indigenous, transparency)

Geographies & strategic hubs

Hubs for MyData Europe, MyData UN, MyData Africa, etc.?

Strategic locations (where things are taking off, where we have possibility to accelerate) - focus on a few, top contenders e.g. Sweden, Denmark, Estonia, Belgium, Netherlands, Barcelona, Geneva...UK?��Meta - Unifying the vocabulary

This document, the longer strategy document, the budget, the Theory of Change document => need to make sure terms/phrases are used consistently. Unify SWOTs. Glossary of Terms.��Making strategic goals measurable => some of the goals as they are phrased are not yet SMART��Operational goals (e.g. “be the change”, diversity) => so far focus on impact goals��Strategic decisions (proposed to the board to be decided on as part of the strategy work)

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Thought Leadership

White paper 2015

Fing research

Ecosystem Facilitation

MesInfos FR

MyData Alliance FI

Event Cycle

PIMS Round Table Brussels 2015, MyData 2016 meetings in Paris, London, Berlin...

Hubs

First Hubs 2017 preceded establishment of MyData Global

MyData Global

Established 2018

Academy

2020

Outreach

Unified voice, basic communication resources, brand, web presence

Community

Events gave birth to international community

Some MyData history

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Local hubs – Amplifying capacity

SUMMARY: Hubs are critical to the success of the organisation and will be a priority for this strategy period. Weakening or disappearing hubs will lead to (potential) loss of credibility & tangibility, loss of energy and diminished activity, loss of (community) members, diminished global reach.
STRATEGIC GOALS 2020-22	STAGING	AGENCY - WHO DOES	FUNDING
G1: Organically growing number G2: Strong Hubs G3: Strategically aligned G4: Loosely coupled with Global G5: Connected network	2020: Hub development programme (needs: allocate more resources to working with local hubs, use selected priority hubs as pilots) G4: Define governance development roadmap (how do and will the Hubs have a say in the direction of the organisation?) G4: Clarify needs and expectations Global ←→ local hubs G3: Communicate Global strategy clearly & assist in alignment G2: Develop a definition of a successful hub (noting that one size does not fit all) 2021-2022: Expand hubs development programme to more hubs LATER: G5: Focus on increasing the interconnectedness and cross-hub collaboration G1: Focus on increasing the number and variety of hubs	Global org together with #hub-initiators.	Membership fees Local hub sponsors

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Thought leadership

SUMMARY Thought leadership is the “key product” that MyData Global develops and ‘sells’. Thought leadership strategy is about establishing MyData Academy as a way to support and develop new and emerging thinking on top of existing thought leadership in a coherent way as well as to elevate the level of “MyData 101” understanding within the growing community..
STRATEGIC GOALS 2020-22	STAGING	AGENCY - WHO DOES	FUNDING
G1: MyData Academy set up as a driver of our thought leadership G2: Individual and small groups of thinkers and doers develop their thought leadership G3: Synthesise existing and emerging thought leadership	Do first (2020): G1: MyData Academy curriculum preparation and pilot course(s) (“MyData Minds” as authors/instructors, topic mapping as curriculum areas, existing materials into 101 course) G2: Launch re-conceptualised thematic groups (separate from Hubs) as drivers for thought leadership and (future) Academy curriculum elements incubators Operator & cities white papers �Do later/observe (2021 & onwards): G1: MyData Academy rollout G2: Formalise “MyData Minds” into a curated and prestigious annual expert listing G2: Scale Thematic groups G3: Collaboration with the research community G3: Fellowship programme? G3: Declaration 2.0? G3: White paper 2023?	G1 & G3: Global G2: Thematic group leads supported by Global	Do first items: ��G1: Corporate / public (Academy preparation by “Academy Founding Members”) G2: project funding (Thematic Groups) G3: Membership fees

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Event cycle – People first

SUMMARY: Face-to-face meetings offer unique opportunities for building cohesion and engagement within the organisation’s membership and the community around MyData and local hubs. The MyData community’s well-being and vitality depend on face-to-face meetings: without regular meetings, the community (largely conceived) loses its momentum. Therefore the primary strategic objective of the Event Cycle is to support the community. The Event Cycle also supports thought leadership (knowledge exchange), ecosystem facilitation (doer-matchmaking), outreach (visibility and new audiences), and advocacy (high-level participants).
STRATEGIC GOALS 2020-22	STAGING	AGENCY - WHO DOES	FUNDING
Goal 1: Develop our recognisable MyData events concept and brand as “unmissable” events in our community Goal 2: Develop systematic dissemination of thought leadership at events and sensemaking afterwards Goal 3: Document and publicise the results of ecosystem facilitation	2020-21: G1: Organise 4 regional events G2: Lead programme curation for regional events G3: Publicise Case Library at events�G1: Organise the global conference G2: Publish conference proceedings G3: Publish Landscape G3: Launch Awards �2022 & later: G1: Organise 4-6 regional events G1: Review & revise event cycle concept and strategic priorities	Global: primarily co-organises regional events with local partners (some regional events may also be organised by Global, i.e. MyData 2020 Africa) and is the main organiser for the global conference in Helsinki.� Hubs and local communities: organise regional events with the support of the Global org and with local partners.	G1. Ticket sales (30%) - Corporate/Public sector �G1. Partnerships/sponsorship (65%) - Corporate/Public sector �G2. In-kind contribution (5%) - Public Sector, Academia, Corporate?��G3. (see outreach/thought leadership?)

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Outreach – Boosting Impact

SUMMARY: Outreach means communication and raising awareness about our basic ideas and the impact we have. The goal is to make MyData inevitable: whenever a discussion occurs about personal data and related topics, MyData will inevitably be mentioned by someone in the discussion.
STRATEGIC GOALS	STAGING	AGENCY - WHO DOES	FUNDING
G1: Spreading core messages: build the audience for and communicate the existing thought leadership. Elevate the collective level of MyData understanding in the organisation and community. G2: Promoting examples and doers: create value for organisations and individuals within our community and the wider movement (e.g., friend organisations) by promoting their activities that are aligned with MyData mission. G3: Amplifying organisational presence: make MyData as an organisation known and communicate the ways on how people can engage	2020: G1: Package existing thought leadership into easily communicable forms (2018 white paper in English, Academy 101 materials G1: curate essential org resources (slidesets, etc.)�G2: Develop and publish Case Library G3: Create Branding and Communications strategy (visual refresh, style guide, etc)�G3: Website overhaul 2021 & later: G2: Launch Landscape and Awards�G3: Branding project, pt. 2 �G3: Engagement campaigns	Global org to begin with. Later enabling others (members, hubs, community) to amplify the message.	Memberships�(G3 Branding) ��Public funding & memberships�(G1 White paper translation)��Public funding�(G2 Case library, G2 Landscape, G2 Awards)��Corporate sponsorship�(Case library, Landscape, Awards, MyData Academy)

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Strategic initiative: MyData Academy

Goals:

Raise level of basic expertise (MyData 101)
“produce” MyData-certified human-centric personal data experts

Value proposition: unique combination of BLTS-based content, unlike other trainings
Rationale: