make things people want - skillswap, brighton digital festival, 2012
Post on 15-Sep-2014
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A new version of the 'Make Things People Want' presentation I gave at Clearleft's Skillswap as part of the Brighton Digital Festival 2012. With improved structure around the four key ideas. And a bigger, juicier rant about Star Wars.TRANSCRIPT
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john v willshire, smithery twitter - @willsh
Skillswap @ The Lighthouse, Brighton Digital Festival 2012
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its an innovationworks
smithery is a one-man-studio
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i take some
rawmaterialslike these
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and help
with them
makethings
businesses
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I also
artefact cards in the FT, July 2012
peopleotherto help
make things
make things
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ideas have A
inside
shapethat you can
step
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working
you see bighelpslike this
problems
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rebalanceneeds tomarketing
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creation of demand
exploitation of demand
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creation of demand
exploitation of demand
not achoice,
a balance
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creation of demand
exploitation of demand
yet weseem to do
more of This >>
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it made me think of these
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easter island - 1722 population of 2000 64 square miles 1,400 miles from the
nearest inhabitable place 2,000 miles from the
nearest continent
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no trees
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200 giant statues30ft high80 tons
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how?
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the original settlers arrived in massive canoes
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the island they found was covered in trees
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survive thrive
finite resources
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3. you cant survive1. too much
of this...
2. this all disappears...
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there are over 700 unfinished statues on easter island
they kept making them right until the trees ran out...
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marketing needs to
rebalance
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people would
70%of brandsdisappeared
not care if
havas Mediameaningful brand study
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finite resources
creation of demand
exploitation of demand
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four ways to find balance
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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antonio Stradivaris workshop created the finest stringed instruments of all time
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Stradivari left his workshop to his sons, who had worked beside him all their lives.
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the workshop closed within twenty years.
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he could not teach either of them how to be a genius.
Sennett on Stradivari
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even the most brilliant minds cannot cheat death
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Though they try...
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Though they try...
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branding was the next best thing
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long section on 100 years of
brand evolution[ ]
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yet were now incredibly focussed on the maker
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when the founder is still there, people respect the brand in a way that doesnt happen when the reins have been handed down over and over
Entrepreneur magazine Apr 12
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when the founder is still there, people respect the brand in a way that doesnt happen when the reins have been handed down over and over
Entrepreneur magazine Apr 12
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when the founder is still there, people respect the brand in a way that doesnt happen when the reins have been handed down over and over
Entrepreneur magazine Apr 12
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the maker?who replacesso when they do depart...
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Sometimes
weirdthere are
replacements
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product designer at hp?
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packaging designer atdiet coke?
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creative director of polaroid?
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creative director of intel?
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but usually
safethere are
replacements
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accountantsdrift to the top
stephen king, jwt, 1985
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ftse 100ceos with
0
0.15
0.3
0.45
0.6
1996 2008 2012
51%36%
24%
source - Robert Half / Hendricks & Struggles
financebackgrounds
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Safe pairof hands
Make
Things
peoplewant
Thingspeoplewant
Make
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financelike the wrong sort of
marketing
those nice people in
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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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marketingdepartment2 marketing
mark
etin
g silo
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accountants3 marketing
january december
payback
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formula4 marketingsuccess = x Y
z+
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four essentialaspects of
realmarketing
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start withthe customer1
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workingover time2
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using allresources3 CEO
marketing
manufacturing
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innovation4creativity that delivers value
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all deeply linked to theproduct
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I don't believe in brands. People buy our product, not our company. You're only as good as your last product.
James Dyson
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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1. making is marketing
4. want to make brilliant things3. look between people2. show the value inside things
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what do marketers know about making things...?
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you are the ruiners of all
thingsgood
bill hicks on marketers
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C3podemeanshimselffor a washingmachine
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really?
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sexy.
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what next?
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doesnt theHolidayspeciallook prettyspecial right now?
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you are the ruiners of all
thingsgood
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though actually...
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people stoppedcaring in
1999
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so what is actually being ruined here?
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WHY RUIN your brand WITH STAR WARS?
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there is nothing interesting about our universe...
...lets borrow someone elses
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Its never really yours to borrow
so anyone else can borrow it too
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you are the ruiners of all
thingsgood
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marketing has driftedtoo far fromproductreality
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the atoms of a product, or the seconds spent
with a service
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the feelings we get from buying, using or experiencing the thing
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the two cannot be separated
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pre-industrial industrial network
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pre-industrial brands sufferedthe stradivari problem
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mass-production branding helped solve that problem
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strip out and replicate the
essence of the maker
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the art of branding was compression
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companies still seek their fortune in the ideas of a long dead mind...
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compression dont work for this world
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every time we blink a brand changes
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which can be disconcertingif you are used to consistency
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I struggle to identify a consistent set of measures across our digital campaigns
John WoodsCoke, GB & Ireland
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wait until marketing automation kicks off properly...
The NEw yorker, 1946
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it will onlyget a lot,
lotstranger
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Nostalgia isnt a business Model
http://memex.naughtons.org/archives/2012/04/05/15944
john naughton
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dont pretend it isnt happening
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We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.
Bud Caddellgraphic from http://whtebkgrnd.tumblr.com/
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dont fight fragmentation
accelerate it
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fragmentation doesnt destroy brand value
....or lack of it
it demonstrates value
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theres a different way tothink about value...
the labour theory of value
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developed by adam smith...
...and later by karl marx
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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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the making of it -where the making is part of the story of the it...
thomas heatherwick
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marketing is world building. With unlimited bandwidth we can now show you the world.
@TobyBarnes
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0.99 3.33per padper pad
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its easier to buy this world...
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...than this world
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Labour theory of brand value:
make every product with the infinite canvas of the internet in mind
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The internet is biased towards fact. People dont care about your brand mythology, they care about where your product is made and whats in it.
douglas rushkoff
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world building world borrowing
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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staring at people is rude
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staring down at people is a force of habit...
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We do what we do largely because of our interaction with - and under the influence of - others.
And mostly without realising it.
Mark Earls, Herd
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stop staring at people
start looking between them
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differentpeoplewantthingsdifferent
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how do you look between people?
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anthropologish*
*not hardcore anthropology, before anyone gets angry
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four disciplines
archeology
language social
culture
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archeologyfuck yeah !
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archeologyoh..... that
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digging around in thethings folkleave behind
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unseen UK, 2006
photos by the people at royal mail
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look for the things that show you what people are capable of...
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language
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we want a... strapline three values proposition
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we need a... dictionary lexicon phrase book
200milliontweetsper day
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it matters what they say about you
not what you say about you
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culture
dont look for things that unite
look for things that divide...
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We seek out these obsessives, maniacs and eccentrics because they can help us get to big, breakthrough ideas
Brian MillAr,Sense Worldwide
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social...
...hang on, we know about this one...
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social...
...hang on, we know about this one...
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facebook offers a partial glance of the intangible half of yoursocialfootprint
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galvanism:
when we thought electricity would cure all disease
from The Craftsman by Richard sennett
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facebook does not offer intimations of the sublime
http://jeffberryman.com/2011/05/19/counting-on-the-sublime/
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always look throughtwo lenses
Material& virtual
_____.jpg byAlan Belcher
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whats fascinating is where the two now begin to meet
People like the clothes online, appears on hangers in store
C&A, Brasil
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It wasn't a real flag, it was a flag on a video graphic
Paul deighton, locog chief executive
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archeology
language social
culture
look between people
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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three
peter doyle,Value-Based Marketing
differentwants
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incipient wants
things which people want, but have no idea about until they see it.
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the things that sell themselves
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latent wants
things there are no present solutions for, but are easy for people to describe
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existing wants
things we already know we want, for which there are plenty of willing suppliers...
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existing wants
...this is where the interesting shit is
lets think about coffee, for example
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like yacht racing, modern markets are an environment defined solely by the position of the competitors, rather than by any absolute geography
John Cronk
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Coffee was the Vende globe
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you needed a super-yacht to be in the race, never mind score points
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The internet is a very lenient race judge
it lets any small boat join in...
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i am a bit picky about coffee...
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i can find a great place to buy coffee whenever Im out and about
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I can blend my own coffee to suit my own taste profile.
And name it
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I can watch 509 videos about how to use an aeropress
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I can read 19,200,000 internet links on coffee farm soil reports*
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I can read 19,200,000 internet links on coffee farm soil reports*
*i havent
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i could even start roasting coffee at home
ikawa coffee system
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friends, I am a
noviceamongst my
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so whats happening?
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Talent hits a target no one else can hit
genius hits a target no one else can see
arthur Schopenhauer
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the big boats find it hardto see all the little boats
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all of their research tools are geared to look at the direct competitors
marketers copy each other just like everyone else
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It should still be possible to do something though...?
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is yourbestthisresponse?
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barista style....?
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barista
freehugs
style is
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freehugs
no
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marketsharebut we have
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it never starts with people who want market share...
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you are the ruiners of all
thingsgood
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make something they can believe in
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you have to want tomake a difference
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To Do a common thing
brings successuncommonly well
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To Do a common thing
brings successuncommonly well
henry john heinz
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is now a lot harder to achieve than it used to beuncommonly well
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want to makes things well
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want to tell your story
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want to create demand
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people will only want the things you make as much as you want to make them.
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1. making is marketinG
4. want to make brilliant things3. look between people2. show the value inside things
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that sounds... hard
where do i start?
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think of it this way
you are an operating system
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theyre not consumers
theyre users
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by David Lee, howstrange.com
they will make great things that you are afraid to make
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they will take your things and make other things
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but they always have
Jingle Bells, Batman smells,Robin flew away. Kojak lost his lollipopAnd bought a Milky Way
trad. childrens song, 1960s onwards
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open up your operating system
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remember which side you are on
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fight
users
forthe
we
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thank youjohn v willshire
twitter - @willsh
http://smithery.co http://shop.smithery.co