SMITHERY.CO @WILLSH WHY MAKING THINGS PEOPLE WANT BEATS MAKING PEOPLE WANT THINGS 16.10.2013 HYPER ISLAND OPEN MASTER CLASS 51.5260° N, 0.1035° W JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
WHY MAKING THINGS PEOPLE WANTBEATS MAKING PEOPLE WANT THINGS
16.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
DAY ONE - INTRO
16.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
WHAT IS IT YOU ACTUALLY DO...?
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NOW I TELL PEOPLE...
1. THE LAST THING I DID
2. THE NEXT THING I’M DOING
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WHY AM I HERE?
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AND ISN’T IT QUITE FAR AWAY FROM MEDIA?
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WHAT IS MEDIA NOWADAYS?
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MEDIA IS A VEHICLE FOR KNOWLEDGE
CESAR HIDALGO, MIT MEDIA LAB
“”
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MEDIA IS THE CONNECTIVE TISSUE
OF SOCIETYCLAY SHIRKY, NYU
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MEDIA IS HYBRID JUST LIKE BUILDINGS, DEVICES,
SPACES, EVENTS ETC
NOTHING IS ALL-DIGITAL ANY MORE THAN IT’S ALL-PHYSICAL
DAN HILL, FABRICA
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MEDIA NOW STARTS AT PRODUCT CREATION
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A QUICK ASIDE, BASED ON WHAT ALAN TALKED ABOUT ON ‘CRAFTSMANSHIP’
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THE WORKMANSHIP OF RISK
“THE QUALITY OF THE RESULT IS NOT PREDETERMINED, BUT DEPENDS ON THE JUDGMENT, DEXTERITY AND CARE WHICH THE MAKER EXERCISES AS HE WORKS”
DAVID PYE,THE NATURE & ART OF WORKMANSHIP
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“WORK OF”
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“GOODS MADE”
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LET’S TRY SOMETHING
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WE’REPOPULAR THING
FORBROKEN THING
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DAY TWO, PART ONE
17.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
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MARKETING HAS BECOME ADVERTISING MANAGEMENT
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IT’S HARDLY A NEW PROBLEM
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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
JOHN MCKITTERICK, GE, 1957
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“HAS MARKETINGFAILED, OR WAS IT NEVER REALLY TRIED?”
1985 PAPER BY STEPHEN KING, JWT
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FOUR MARKETINGROUTES TO FAILURE...
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THRUSTMARKETING1
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mark
etin
g siloMARKETING
DEPARTMENTMARKETING2
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ACCOUNTANT’SMARKETING3
JANUARY DECEMBER
PAYBACK
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FORMULA MARKETING4
success = x Yz+
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FOUR ESSENTIAL ASPECTS OF REAL MARKETING
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START WITHTHE CUSTOMER1
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WORKINGOVER TIME2
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USING ALLRESOURCES3CEO
marketing
manufacturing
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INNOVATION4CREATIVITY THAT DELIVERS VALUE
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ALL DEEPLY LINKED TO PRODUCT
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YET CURRENTLY, MARKETING IS FAILING
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PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012
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PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013
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BRANDS ARE IN BAD SHAPE.
LITERALLY.
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THE MODERN BRAND ISLIKE A BITTORRENT FILE
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IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...
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LET’S TALK ABOUT FRACKING...
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“FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES”
PHIL ADAMS, BLONDE DIGITAL(AND CHEMICAL ENGINEER GRAD)
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ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS
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ARE BRANDS FRACKING THE SOCIAL WEB?
one question I’m wrestling with:
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“I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL”
ME, FIVE YEARS AGO, BEING A DICK
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THAT SOUNDS REALLY ANNOYING
SMITHERY.CO@WILLSHYEP, REALLY ANNOYING.
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“OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE”
martin Weigel, W+K
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PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?
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LET’S THINK A LITTLE ABOUT “CONVERSATIONS”
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THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE
THE CRAFTSMAN2008
TOGETHER2012
WITH “CITIES”TO FOLLOW...
WORKING WELL COOPERATION
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“AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”
cooperation
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IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION
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“WHEN WE SPEAK ABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...”
RICHARD SENNETT, TOGETHER
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CONVERSATION IS ABOUT LISTENING
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BUT MORE IMPORTANT THAN JUST LISTENING ISLISTENING WELL
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LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS...THE DIALECTIC AND THE DIALOGIC
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RICHARD SENNETT, TOGETHER
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WHAT THE F***?
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DIALECTIC
FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL
THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS
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DIALECTIC:
RICHARD SENNETT, TOGETHER
“THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”
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DIALECTIC WANTS CONSENSUSA b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
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...NO MATTER HOW GOOD THAT CONSENSUS IS
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DIALOGICFROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
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“[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
DIALOGIC:
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IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST
A
bC
D
E
FG H
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THEY CONSTANTLY INTERACT AND INFORM EACH OTHER
A
bC
D
E
FG H
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EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES
A
bC
D
E
FG H
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CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT
A
bC
D
E
FG H
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THIS MIGHT NOT JUST APPLY TO“CONVERSATION”
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THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...
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WHAT IF THERE ARE DIALECTIC AND
DIALOGIC STRUCTURES & CULTURES TOO?
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ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?
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ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE
DIALOGIC IN NATURE?
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IT WOULD HELP EXPLAIN THE
CULTURE CLASH
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ARE BRANDSINTENTIONALLY FRACKING THE SOCIAL WEB?
PERHAPS...
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OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
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YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE
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MODERN ECONOMICS:
THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN
THE THING
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THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION
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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*
*it might need a better name, mind
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FIELD NOTES
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£0.99 £3.33PER PADPER PAD
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“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”
@TOBYBARNES
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Labour theory of brand value:
you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
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WE’D RATHER BUY THIS WORLD...
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...THAN THIS WORLD
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BRANDS OFTENFIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY
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THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY
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MAKE PRODUCT VERY EFFICIENTLY
MAKE MARKETING AS INTERESTINGAS POSSIBLE
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MARX WAS HALF RIGHT...
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IT’S NOT ABOUT THE MEANS OF PRODUCTION
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IT’S ABOUT THE MEANING IN PRODUCTION
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OVER HERE, IT’S WAY EASIER TO CREATE
MEANING IN PRODUCTION
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BUT IT DEMANDS DRAMATIC CHANGES IN
HOW WE WORK
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COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY
COOPERATIONCOMPLEXITY
FRAGMENTATIONEXPERIMENTATION
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LET’S TRY SOMETHING
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DAY TWO, PART TWO
17.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
SMITHERY.CO@WILLSH
COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY
COOPERATIONCOMPLEXITY
FRAGMENTATIONEXPERIMENTATION
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COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE
FRAGMENTATION
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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...
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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...
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break it back
break through
IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN
COOPERATION
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YEP.
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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...
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OWNING LOTS OF BRANDS MAKES IT HARD
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DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...
COMPLEXITY
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THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE
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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
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EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM
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YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...
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PERFECTIONISM
FRAGMENTATION
CONTENT
GIVE UP
TO EMBRACE
SWAP IT FOR
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COOPERATIONGIVE UP
CONTROL
TO EMBRACE
SWAP IT FORCOMMUNITY
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GIVE UP CONSOLIDATION
TO EMBRACECOMPLEXITY
SWAP IT FORSPEED
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GIVE UP KNOWING
TO EMBRACEEXPERIMENTATION
SWAP IT FORLEARNING
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LET’S TRY SOMETHING
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PERFECTIONISM
FRAGMENTATION
CONTENT
GIVE UP
TO EMBRACE
SWAP IT FOR
GIVE UP
COOPERATION
CONTROL
TO EMBRACE
SWAP IT FORCOMMUNITY
GIVE UP CONSOLIDATION
TO EMBRACECOMPLEXITY
SWAP IT FORSPEED
GIVE UP KNOWING
TO EMBRACE
SWAP IT FORLEARNING
EXPERIMENTATION