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©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. @alexanderchung alexanderchung.posterous.com DESIGNING FOR FAILURE A quick riff on systems that break and how we should prepare for them.
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Page 1: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

DESIGNING FOR FAILUREA quick riff on systems that break and how we should prepare for them.

Page 2: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

On June 24 2010, Kevin Rudd stepped down as prime minister of Australia.

KEVIN WAS AUSTRALIA’S FIRST CHINESE-SPEAKING PM.

Page 3: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

Kevin was dumped.

DESPITE

BECAUSE OF

Shielding Australia from the global financial crisis.

Waning popularity amongst the public and his party.

Page 4: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

It was a swift and pragmatic change. Like changing blades on a shaver. Replace and carry on.

Page 5: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

When a leader departs - whether excluded or executed - there is always a contingency.

Page 6: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

In Kevin’s case, it was the Welsh-born girlfriend of a hairdresser.

JULIA GILLARD IS AUSTRALIA’S FIRST FEMALE LEADER.

Page 7: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

In politics, every hiccup is met with a protocol for action. In theory, a government can never become too inefficient or come to a complete halt.

Page 8: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

Can’t make meeting

Send substitute

Extramarital activities

Impeach

Poor performance

Call election

Page 9: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

Marketers work in the opposite way. opposite

Page 10: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

We don’t admit failure. And it has become acceptable to report our failures as success.

TELEVISION

Say, for example, we threw a bunch of money into a television campaign.

Page 11: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

Most of that money exits at our first outcome level.

DID PEOPLE NOTICE US?

WILL PEOPLE REMEMBER US?

WILL PEOPLE CONSIDER US?

BUY OUR PRODUCT, PLEASE.

Page 12: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

Instead of planning for this inefficiency, we parade around impression numbers as if they replace sales themselves.

We should be a little more humble.

Page 13: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

TELEVISION

Imagine we threw a bunch of money into a television campaign knowing that many people will ignore us.

Page 14: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

DID PEOPLE NOTICE US?

WILL PEOPLE REMEMBER US?

WILL PEOPLE CONSIDER US?

BUY OUR PRODUCT, PLEASE.

CONTINGENCY

We design specific programs for people who will ignore us. This gives us another opportunity to send them toward more valuable outcome levels.

Page 15: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

@alexanderchungalexanderchung.posterous.com

DID PEOPLE NOTICE US?

WILL PEOPLE REMEMBER US?

WILL PEOPLE CONSIDER US?

BUY OUR PRODUCT, PLEASE.

CONTINGENCY

There should be a contingency for every inefficiency in your marketing system.

Page 16: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

A Julia Gillard for every circumstance.

@alexanderchungalexanderchung.posterous.com

Page 17: Designing For Failure

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

DESIGNING FOR FAILUREThanks!

@alexanderchungalexanderchung.posterous.com