make things people want - skillswap, brighton digital festival, 2012

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john v willshire, smithery twitter - @willsh Skillswap @ The Lighthouse, Brighton Digital Festival 2012

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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

  • john v willshire, smithery twitter - @willsh

    Skillswap @ The Lighthouse, Brighton Digital Festival 2012

  • its an innovationworks

    smithery is a one-man-studio

  • i take some

    rawmaterialslike these

  • and help

    with them

    makethings

    businesses

  • I also

    artefact cards in the FT, July 2012

    peopleotherto help

    make things

    make things

  • ideas have A

    inside

    shapethat you can

    step

  • working

    you see bighelpslike this

    problems

  • rebalanceneeds tomarketing

  • creation of demand

    exploitation of demand

  • creation of demand

    exploitation of demand

    not achoice,

    a balance

  • creation of demand

    exploitation of demand

    yet weseem to do

    more of This >>

  • it made me think of these

  • easter island - 1722 population of 2000 64 square miles 1,400 miles from the

    nearest inhabitable place 2,000 miles from the

    nearest continent

  • no trees

  • 200 giant statues30ft high80 tons

  • how?

  • the original settlers arrived in massive canoes

  • the island they found was covered in trees

  • survive thrive

    finite resources

  • 3. you cant survive1. too much

    of this...

    2. this all disappears...

  • there are over 700 unfinished statues on easter island

    they kept making them right until the trees ran out...

  • marketing needs to

    rebalance

  • people would

    70%of brandsdisappeared

    not care if

    havas Mediameaningful brand study

  • finite resources

    creation of demand

    exploitation of demand

  • four ways to find balance

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • antonio Stradivaris workshop created the finest stringed instruments of all time

  • Stradivari left his workshop to his sons, who had worked beside him all their lives.

  • the workshop closed within twenty years.

  • he could not teach either of them how to be a genius.

    Sennett on Stradivari

  • even the most brilliant minds cannot cheat death

  • Though they try...

  • Though they try...

  • branding was the next best thing

  • long section on 100 years of

    brand evolution[ ]

  • yet were now incredibly focussed on the maker

  • 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

  • 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

  • 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

  • the maker?who replacesso when they do depart...

  • Sometimes

    weirdthere are

    replacements

  • product designer at hp?

  • packaging designer atdiet coke?

  • creative director of polaroid?

  • creative director of intel?

  • but usually

    safethere are

    replacements

  • accountantsdrift to the top

    stephen king, jwt, 1985

  • ftse 100ceos with

    0

    0.15

    0.3

    0.45

    0.6

    1996 2008 2012

    51%36%

    24%

    source - Robert Half / Hendricks & Struggles

    financebackgrounds

  • Safe pairof hands

    Make

    Things

    peoplewant

    Thingspeoplewant

    Make

  • financelike the wrong sort of

    marketing

    those nice people in

  • Has MarketingFailed, or was it never really tried?1985 paper by Stephen king, JWT

  • four marketingroutes to failure

  • thrustmarketing1

  • marketingdepartment2 marketing

    mark

    etin

    g silo

  • accountants3 marketing

    january december

    payback

  • formula4 marketingsuccess = x Y

    z+

  • four essentialaspects of

    realmarketing

  • start withthe customer1

  • workingover time2

  • using allresources3 CEO

    marketing

    manufacturing

  • innovation4creativity that delivers value

  • all deeply linked to theproduct

  • I don't believe in brands. People buy our product, not our company. You're only as good as your last product.

    James Dyson

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • 1. making is marketing

    4. want to make brilliant things3. look between people2. show the value inside things

  • what do marketers know about making things...?

  • you are the ruiners of all

    thingsgood

    bill hicks on marketers

  • C3podemeanshimselffor a washingmachine

  • really?

  • sexy.

  • what next?

  • doesnt theHolidayspeciallook prettyspecial right now?

  • you are the ruiners of all

    thingsgood

  • though actually...

  • people stoppedcaring in

    1999

  • so what is actually being ruined here?

  • WHY RUIN your brand WITH STAR WARS?

  • there is nothing interesting about our universe...

    ...lets borrow someone elses

  • Its never really yours to borrow

    so anyone else can borrow it too

  • you are the ruiners of all

    thingsgood

  • marketing has driftedtoo far fromproductreality

  • the atoms of a product, or the seconds spent

    with a service

  • the feelings we get from buying, using or experiencing the thing

  • the two cannot be separated

  • pre-industrial industrial network

  • pre-industrial brands sufferedthe stradivari problem

  • mass-production branding helped solve that problem

  • strip out and replicate the

    essence of the maker

  • the art of branding was compression

  • companies still seek their fortune in the ideas of a long dead mind...

  • compression dont work for this world

  • every time we blink a brand changes

  • which can be disconcertingif you are used to consistency

  • I struggle to identify a consistent set of measures across our digital campaigns

    John WoodsCoke, GB & Ireland

  • wait until marketing automation kicks off properly...

    The NEw yorker, 1946

  • it will onlyget a lot,

    lotstranger

  • Nostalgia isnt a business Model

    http://memex.naughtons.org/archives/2012/04/05/15944

    john naughton

  • dont pretend it isnt happening

  • 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/

  • dont fight fragmentation

    accelerate it

  • fragmentation doesnt destroy brand value

    ....or lack of it

    it demonstrates value

  • theres a different way tothink about value...

    the labour theory of value

  • developed by adam smith...

    ...and later by karl marx

  • modern economics:

    the value of a thing is determined by what one

    is willing to give up to obtain the thing

  • The labour theory of value

    the value of something is determined by the labour that went into its production

  • the making of it -where the making is part of the story of the it...

    thomas heatherwick

  • marketing is world building. With unlimited bandwidth we can now show you the world.

    @TobyBarnes

  • 0.99 3.33per padper pad

  • its easier to buy this world...

  • ...than this world

  • Labour theory of brand value:

    make every product with the infinite canvas of the internet in mind

  • 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

  • world building world borrowing

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • staring at people is rude

  • staring down at people is a force of habit...

  • 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

  • stop staring at people

    start looking between them

  • differentpeoplewantthingsdifferent

  • how do you look between people?

  • anthropologish*

    *not hardcore anthropology, before anyone gets angry

  • four disciplines

    archeology

    language social

    culture

  • archeologyfuck yeah !

  • archeologyoh..... that

  • digging around in thethings folkleave behind

  • unseen UK, 2006

    photos by the people at royal mail

  • look for the things that show you what people are capable of...

  • language

  • we want a... strapline three values proposition

  • we need a... dictionary lexicon phrase book

    200milliontweetsper day

  • it matters what they say about you

    not what you say about you

  • culture

    dont look for things that unite

    look for things that divide...

  • We seek out these obsessives, maniacs and eccentrics because they can help us get to big, breakthrough ideas

    Brian MillAr,Sense Worldwide

  • social...

    ...hang on, we know about this one...

  • social...

    ...hang on, we know about this one...

  • facebook offers a partial glance of the intangible half of yoursocialfootprint

  • galvanism:

    when we thought electricity would cure all disease

    from The Craftsman by Richard sennett

  • facebook does not offer intimations of the sublime

    http://jeffberryman.com/2011/05/19/counting-on-the-sublime/

  • always look throughtwo lenses

    Material& virtual

    _____.jpg byAlan Belcher

  • whats fascinating is where the two now begin to meet

    People like the clothes online, appears on hangers in store

    C&A, Brasil

  • It wasn't a real flag, it was a flag on a video graphic

    Paul deighton, locog chief executive

  • archeology

    language social

    culture

    look between people

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • three

    peter doyle,Value-Based Marketing

    differentwants

  • incipient wants

    things which people want, but have no idea about until they see it.

  • the things that sell themselves

  • latent wants

    things there are no present solutions for, but are easy for people to describe

  • existing wants

    things we already know we want, for which there are plenty of willing suppliers...

  • existing wants

    ...this is where the interesting shit is

    lets think about coffee, for example

  • like yacht racing, modern markets are an environment defined solely by the position of the competitors, rather than by any absolute geography

    John Cronk

  • Coffee was the Vende globe

  • you needed a super-yacht to be in the race, never mind score points

  • The internet is a very lenient race judge

    it lets any small boat join in...

  • i am a bit picky about coffee...

  • i can find a great place to buy coffee whenever Im out and about

  • I can blend my own coffee to suit my own taste profile.

    And name it

  • I can watch 509 videos about how to use an aeropress

  • I can read 19,200,000 internet links on coffee farm soil reports*

  • I can read 19,200,000 internet links on coffee farm soil reports*

    *i havent

  • i could even start roasting coffee at home

    ikawa coffee system

  • friends, I am a

    noviceamongst my

  • so whats happening?

  • Talent hits a target no one else can hit

    genius hits a target no one else can see

    arthur Schopenhauer

  • the big boats find it hardto see all the little boats

  • all of their research tools are geared to look at the direct competitors

    marketers copy each other just like everyone else

  • It should still be possible to do something though...?

  • is yourbestthisresponse?

  • barista style....?

  • barista

    freehugs

    style is

  • freehugs

    no

  • marketsharebut we have

    ?

  • it never starts with people who want market share...

  • you are the ruiners of all

    thingsgood

  • make something they can believe in

  • you have to want tomake a difference

  • To Do a common thing

    brings successuncommonly well

  • To Do a common thing

    brings successuncommonly well

    henry john heinz

  • is now a lot harder to achieve than it used to beuncommonly well

  • want to makes things well

  • want to tell your story

  • want to create demand

  • people will only want the things you make as much as you want to make them.

  • 1. making is marketinG

    4. want to make brilliant things3. look between people2. show the value inside things

  • that sounds... hard

    where do i start?

  • think of it this way

    you are an operating system

  • theyre not consumers

    theyre users

  • by David Lee, howstrange.com

    they will make great things that you are afraid to make

  • they will take your things and make other things

  • but they always have

    Jingle Bells, Batman smells,Robin flew away. Kojak lost his lollipopAnd bought a Milky Way

    trad. childrens song, 1960s onwards

  • open up your operating system

  • remember which side you are on

  • fight

    users

    forthe

    we

  • thank youjohn v willshire

    twitter - @willsh

    http://smithery.co http://shop.smithery.co