hyper island open masterclass
TRANSCRIPT
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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
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SMITHERY.CO@WILLSH
DAY ONE - INTRO
16.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
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SMITHERY.CO@WILLSH
WHAT IS IT YOU ACTUALLY DO...?
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SMITHERY.CO@WILLSH
NOW I TELL PEOPLE...
1. THE LAST THING I DID
2. THE NEXT THING I’M DOING
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
WHY AM I HERE?
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SMITHERY.CO@WILLSH
AND ISN’T IT QUITE FAR AWAY FROM MEDIA?
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SMITHERY.CO@WILLSH
WHAT IS MEDIA NOWADAYS?
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SMITHERY.CO@WILLSH
MEDIA IS A VEHICLE FOR KNOWLEDGE
CESAR HIDALGO, MIT MEDIA LAB
“”
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SMITHERY.CO@WILLSH
MEDIA IS THE CONNECTIVE TISSUE
OF SOCIETYCLAY SHIRKY, NYU
“
”
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
MEDIA NOW STARTS AT PRODUCT CREATION
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
A QUICK ASIDE, BASED ON WHAT ALAN TALKED ABOUT ON ‘CRAFTSMANSHIP’
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
“WORK OF”
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SMITHERY.CO@WILLSH
“GOODS MADE”
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
LET’S TRY SOMETHING
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SMITHERY.CO@WILLSH
WE’REPOPULAR THING
FORBROKEN THING
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SMITHERY.CO@WILLSH
DAY TWO, PART ONE
17.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
MARKETING HAS BECOME ADVERTISING MANAGEMENT
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SMITHERY.CO@WILLSH
IT’S HARDLY A NEW PROBLEM
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SMITHERY.CO@WILLSH
“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
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SMITHERY.CO@WILLSH
“ 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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SMITHERY.CO@WILLSH
“ 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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SMITHERY.CO@WILLSH
“ 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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SMITHERY.CO@WILLSH
“HAS MARKETINGFAILED, OR WAS IT NEVER REALLY TRIED?”
1985 PAPER BY STEPHEN KING, JWT
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SMITHERY.CO@WILLSH
FOUR MARKETINGROUTES TO FAILURE...
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SMITHERY.CO@WILLSH
THRUSTMARKETING1
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SMITHERY.CO@WILLSH
mark
etin
g siloMARKETING
DEPARTMENTMARKETING2
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SMITHERY.CO@WILLSH
ACCOUNTANT’SMARKETING3
JANUARY DECEMBER
PAYBACK
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SMITHERY.CO@WILLSH
FORMULA MARKETING4
success = x Yz+
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SMITHERY.CO@WILLSH
FOUR ESSENTIAL ASPECTS OF REAL MARKETING
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SMITHERY.CO@WILLSH
START WITHTHE CUSTOMER1
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SMITHERY.CO@WILLSH
WORKINGOVER TIME2
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SMITHERY.CO@WILLSH
USING ALLRESOURCES3CEO
marketing
manufacturing
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SMITHERY.CO@WILLSH
INNOVATION4CREATIVITY THAT DELIVERS VALUE
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SMITHERY.CO@WILLSH
ALL DEEPLY LINKED TO PRODUCT
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SMITHERY.CO@WILLSH
YET CURRENTLY, MARKETING IS FAILING
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SMITHERY.CO@WILLSH
PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012
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SMITHERY.CO@WILLSH
PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013
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SMITHERY.CO@WILLSH
BRANDS ARE IN BAD SHAPE.
LITERALLY.
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SMITHERY.CO@WILLSH
THE MODERN BRAND ISLIKE A BITTORRENT FILE
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SMITHERY.CO@WILLSH
IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
LET’S TALK ABOUT FRACKING...
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SMITHERY.CO@WILLSH
“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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SMITHERY.CO@WILLSH
ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS
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SMITHERY.CO@WILLSH
ARE BRANDS FRACKING THE SOCIAL WEB?
one question I’m wrestling with:
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SMITHERY.CO@WILLSH
“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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SMITHERY.CO@WILLSH
THAT SOUNDS REALLY ANNOYING
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SMITHERY.CO@WILLSHYEP, REALLY ANNOYING.
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SMITHERY.CO@WILLSH
“OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE”
martin Weigel, W+K
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SMITHERY.CO@WILLSH
PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?
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SMITHERY.CO@WILLSH
LET’S THINK A LITTLE ABOUT “CONVERSATIONS”
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
“AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”
cooperation
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SMITHERY.CO@WILLSH
IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION
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SMITHERY.CO@WILLSH
“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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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
CONVERSATION IS ABOUT LISTENING
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SMITHERY.CO@WILLSH
BUT MORE IMPORTANT THAN JUST LISTENING ISLISTENING WELL
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SMITHERY.CO@WILLSH
LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS...THE DIALECTIC AND THE DIALOGIC
“
”
RICHARD SENNETT, TOGETHER
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SMITHERY.CO@WILLSH
WHAT THE F***?
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SMITHERY.CO@WILLSH
DIALECTIC
FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL
THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS
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SMITHERY.CO@WILLSH
DIALECTIC:
RICHARD SENNETT, TOGETHER
“THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
...NO MATTER HOW GOOD THAT CONSENSUS IS
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SMITHERY.CO@WILLSH
DIALOGICFROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
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SMITHERY.CO@WILLSH
“[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
DIALOGIC:
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SMITHERY.CO@WILLSH
IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST
A
bC
D
E
FG H
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SMITHERY.CO@WILLSH
THEY CONSTANTLY INTERACT AND INFORM EACH OTHER
A
bC
D
E
FG H
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SMITHERY.CO@WILLSH
EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES
A
bC
D
E
FG H
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SMITHERY.CO@WILLSH
CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT
A
bC
D
E
FG H
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SMITHERY.CO@WILLSH
THIS MIGHT NOT JUST APPLY TO“CONVERSATION”
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SMITHERY.CO@WILLSH
THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...
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SMITHERY.CO@WILLSH
WHAT IF THERE ARE DIALECTIC AND
DIALOGIC STRUCTURES & CULTURES TOO?
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SMITHERY.CO@WILLSH
ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?
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SMITHERY.CO@WILLSH
ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE
DIALOGIC IN NATURE?
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SMITHERY.CO@WILLSH
IT WOULD HELP EXPLAIN THE
CULTURE CLASH
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SMITHERY.CO@WILLSH
ARE BRANDSINTENTIONALLY FRACKING THE SOCIAL WEB?
PERHAPS...
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SMITHERY.CO@WILLSH
OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION
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SMITHERY.CO@WILLSH
PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*
*it might need a better name, mind
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SMITHERY.CO@WILLSH
FIELD NOTES
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SMITHERY.CO@WILLSH
£0.99 £3.33PER PADPER PAD
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SMITHERY.CO@WILLSH
“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”
@TOBYBARNES
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
WE’D RATHER BUY THIS WORLD...
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SMITHERY.CO@WILLSH
...THAN THIS WORLD
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SMITHERY.CO@WILLSH
BRANDS OFTENFIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY
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SMITHERY.CO@WILLSH
THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY
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SMITHERY.CO@WILLSH
MAKE PRODUCT VERY EFFICIENTLY
MAKE MARKETING AS INTERESTINGAS POSSIBLE
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SMITHERY.CO@WILLSH
MARX WAS HALF RIGHT...
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SMITHERY.CO@WILLSH
IT’S NOT ABOUT THE MEANS OF PRODUCTION
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SMITHERY.CO@WILLSH
IT’S ABOUT THE MEANING IN PRODUCTION
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SMITHERY.CO@WILLSH
OVER HERE, IT’S WAY EASIER TO CREATE
MEANING IN PRODUCTION
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SMITHERY.CO@WILLSH
BUT IT DEMANDS DRAMATIC CHANGES IN
HOW WE WORK
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SMITHERY.CO@WILLSH
COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY
COOPERATIONCOMPLEXITY
FRAGMENTATIONEXPERIMENTATION
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SMITHERY.CO@WILLSH
LET’S TRY SOMETHING
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SMITHERY.CO@WILLSH
DAY TWO, PART TWO
17.10.2013HYPER ISLANDOPEN MASTER CLASS51.5260° N, 0.1035° W
JOHN V WILLSHIRE, SMITHERY
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SMITHERY.CO@WILLSH
COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY
COOPERATIONCOMPLEXITY
FRAGMENTATIONEXPERIMENTATION
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SMITHERY.CO@WILLSH
COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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SMITHERY.CO@WILLSH
EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE
FRAGMENTATION
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SMITHERY.CO@WILLSH
IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...
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SMITHERY.CO@WILLSH
OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...
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SMITHERY.CO@WILLSH
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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SMITHERY.CO@WILLSH
YEP.
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...
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SMITHERY.CO@WILLSH
OWNING LOTS OF BRANDS MAKES IT HARD
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SMITHERY.CO@WILLSH
DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...
COMPLEXITY
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SMITHERY.CO@WILLSH
THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE
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SMITHERY.CO@WILLSH
WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...
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SMITHERY.CO@WILLSH
PERFECTIONISM
FRAGMENTATION
CONTENT
GIVE UP
TO EMBRACE
SWAP IT FOR
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SMITHERY.CO@WILLSH
COOPERATIONGIVE UP
CONTROL
TO EMBRACE
SWAP IT FORCOMMUNITY
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SMITHERY.CO@WILLSH
GIVE UP CONSOLIDATION
TO EMBRACECOMPLEXITY
SWAP IT FORSPEED
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SMITHERY.CO@WILLSH
GIVE UP KNOWING
TO EMBRACEEXPERIMENTATION
SWAP IT FORLEARNING
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SMITHERY.CO@WILLSH
LET’S TRY SOMETHING
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SMITHERY.CO@WILLSH
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