consumer change | from specialised craft to diy

CONSUMER CHANGE

!FROM SPECIALISED CRAFT TO DIY

!A NEW ECO SYSTEM FOR MAKING AND

THE SEARCH FOR AUTHENTICITY !

SARAH DRUMMOND | WEARESNOOK.COM @RUFFLEMUFFIN @WEARESNOOK

!

http://WEARESNOOK.COM

3D Printing Circular Economy Business Model Canvas Service Design Maker revolution Make Works Maklab !

!

CRAFT YEAH!

DESIGN THINKING !

THINKING THROUGH MAKING

NEW TECHNOLOGY THE 3D-PRINTER FETISH

TO THE P2P KNOWLEDGE ECONOMY

CONSUMER TRENDS FROM CO-CREATION TO D.I.Y

TO AUTHENTIC EXPERIENCE

NEW PLATFORMS OPEN DESIGN AND PROCESS

EXPERT TO FACILITATOR SUPPORTING THE MAKER MOVEMENT

WITH AUTHENTIC EXPERIENCE AND HIGH QUALITY CRAFT

NEW TECHNOLOGY !

THE 3D-PRINTER FETISH TO THE P2P KNOWLEDGE ECONOMY

Arthur C. Clarke Predicts the Internet & PC

“In the future will we become a computer dependent society?” !“In some way, but rather it will enrich our lives and allow us to live wherever we like. Any business man or executive will be able to do business anywhere in the world, and still do his business through this device. !This means we won’t have to all be stuck in cities, we could live out in the country, wherever we please” !Arthur C Clarke

“The exact definition of "makers" is a bit imprecise, but you can think of

them as the web generation creating physical things rather than just pixels

on screens.” !

http://www.wired.co.uk/magazine/archive/2013/06/feature-20-years-of-wired/maker-movement

!

“The mixes made cooking too easy, making their labor and skill seem undervalued. As a result, manufacturers changed the recipe to require adding an egg; while there are likely several reasons why this change led to greater subsequent adoption, infusing the task with labor appeared to be a crucial ingredient “ !- The Ikea Effect

http://www.hbs.edu/faculty/Publication%20Files/11-091.pdf

http://www.hbs.edu/faculty/Publication%20Files/11-091.pdf

The increase in valuation of self-made products.!

“3D printing is an eco-system “

!Alan Meckler, MediaBistro chariman and CEO

“3D printing has captured people’s

attention because it tells a compelling story“

CONSUMER TRENDS !

FROM CO-CREATION TO D.I.Y TO AUTHENTIC EXPERIENCE

Pine and Gilmour - The Experience Economy

SARAH DRUMMOND WEARESNOOK.COM @wearesnook @rufflemuffin


“I know people who would even claim that they "made" products such as their custom Nike iD

sneakers, even if that meant they personalized the colors and design online and had the

production take place elsewhere.” !

http://www.huffingtonpost.com/brit-morin/what-is-the-maker-movemen_b_3201977.html

!

“The customer is now looking for more, they want something unique and special. Competition is tough and you can't just be expected to be a good maker, what sets you apart is the whole package. The experience is what gets you repeat custom and recommendations. From storytelling, to inspiration, through to transparency, the final product is now just a part of the process.” !- Kate Pickering, Founder of Vanilla Ink

“Selling authenticity is tough because, well, there’s no such thing”

!- Joseph Pine

“Business performances must rival those featured on Broadway and in ballparks.”

But if the very nature of theater is to deliver an illusion of reality, where does authenticity come in? Fact is, it doesn’t.

!Drop the script and provide an authentic

experience !

- Joseph Pine

!

THE EXPERIENCE SHIFT !

“The ideas that animate the emerging economy are about service; empathy and emotional intelligence; consumer

voice; and providing things with people rather than only to and for them.”

!Geoff Mulgan

"The American Apparel V-neck shirt, Pabst Blue Ribbon beer and Parliament cigarettes are symbols and icons of working or revolutionary classes that have been appropriated by hipsterdom and drained of meaning.” !- Adbusters, 2008

‘They know it doesn’t match with the artisan values they are trying to

make money out of. It is cheating. It’s lying.’

!Daily Mail on Harris and Hoole

“...but the Japanese Selvedege denim and the skills of the highly experienced staff who cut and sew it are only part of the brand's appeal” !"I realised that along with the jeans factory, we have to start another factory - a content factory” !- Creative Review, The Crafts Issue

"I love making shoes...I love the physical process,

touching the leather, having the tools in my

hand. I feel I'm making something that has real

meaning for people" !

- Carreducker

NEW PLATFORMS !

OPEN DESIGN AND PROCESS

Once an apprentice of a craft had finished his apprenticeship, he would become a journeyman searching for a place to set up his own shop and make

a living. After he set up his own shop, he could then call himself a master of his

craft. !

Craft Guilds Ruskin / Morris

!

“Through new online platforms it is now relatively simple to rent out driveways (JustPark), lease spare rooms (Airbnb),

share garden tools (Streetbank), lend money to others (Zopa) and make money from unused time and talents

(PeoplePerHour)”

“Whereas 10 or 15 years ago businesses were able to rely on price, quality and availability to set themselves apart from the crowd, today many must compete on their ability to

make customers ‘feel’ something”

!- Nicholas Lovell (Breaking the mould, RSA)

73% said interacting with their buyers through social media

increased sales and relationship with their buyers

Close to three quarters (71 percent) said providing

customised products is an important part of their offer

ONLINE SHIFTS IN CUSTOMER RELATIONSHIPS !

Lean shift of manufacturing - on demand Specialised niche markets via Etsy

Feedback from clients

"Seed capital from crowdfunding sites such as Kickstarter, cheap manufacturing hubs, international shipping, and e-commerce distribution services such as Etsy and Quirky help makers commercialize their creations." !- Maker Ecosystem !

WWWWWH

“Makers need to work closely with manufacturers not only for the

practicalities of accessing tools or scaling up their business but to develop ways of future proofing local industry,

trades and skills” !!

Fi SCOTT | MAKE WORKS

New way of thinking about local manufacturing

!Makers and manufacturers will build

new infrastructures to allow local production to happen

!Look at what assets and infrastructure

we have and focus on building relationships

EXPERT TO FACILITATOR !

SUPPORTING THE MAKER MOVEMENT WITH AUTHENTIC EXPERIENCE

AND HIGH QUALITY CRAFT

"I find the process of making something can be quite similar across

disciplines" !

Jake Rusby, Rusby cycles (Sculptor turned bike maker)

“The transfer of knowledge from the expert to the novice inspires more

people to become involved and move from zero to maker.”

!!

http://dupress.com/articles/a-movement-in-the-making/

http://dupress.com/articles/a-movement-in-the-making/


http://thisisthematter.co.uk


http://The


http://thisisthematter.co.uk

“We realised we could make anything happen”


http://The


http://cyclehack.com


http://CycleHack

CYCLEHACK IS A GLOBAL MOVEMENT ON A

MISSION TO MAKE THE WORLD MORE

SUSTAINABLE BY REDUCING THE BARRIERS TO

CYCLING




http://CycleHack

48 HOUR EVENT THAT BRINGS PEOPLE

TOGETHER TO DISCUSS THE BARRIERS TO

CYCLING AND DEVELOP AND IDEAS AND

PROTOTYPES THAT SOLVE THEM




http://CycleHack




http://CycleHack

BARRIERS




http://CycleHack

CYCLEHACKSSARAH DRUMMOND WEARESNOOK.COM @wearesnook @rufflemuffin



http://CycleHack




http://CycleHack


http://pennyinyourpants.co.uk


http://CycleHack

THE MAKERS REVOLUTION !

Produce authentic experiences (Open your doors and create compelling experiences and stories, design your service)

!Educate on quality production

(Maintain and communicate a value set for materials and production)

!Be the new online guilds of practice to support

and protect knowledge (Join the online maker forums)

!Support others to make

(Make your practice accessible)

!Design the making ecosystem

(What gaps exist in the value chain)

!

People in the past 100 years have regarded the artist as

being a sort of dissolute, beatnik, living in a world of his own,

producing paintings that mean nothing to anybody and living

off public funds. !

Nothing could be farther from the truth. The artist is a very

Disciplined, sensible and active minded person”

!Radio 4 | Art School,Smart School

http://www.craftscouncil.org.uk/what-we-do/education-manifesto/

http://www.craftscouncil.org.uk/what-we-do/education-manifesto/

consumer change | from specialised craft to diy

Design

rufflemuffinsarah drummond

dprinter fetish

authentic experience

design thinking

business man

new eco system

p2p knowledge economy

maker movement