nomadism & marketing
DESCRIPTION
Collection of essays edited focused on markting shift consequences coming from ‘2.0 cultural transition’ through design, philosphy, web and music. This presentation summarizes the 4th essay, dedicated to design. If you’re interested to full text emailTRANSCRIPT
#4 Social project, inertia designNomadism & Marketing 09
Thomas Campanerthomascampaner.blogspot.com
About Nomadism & Marketing 09Collection of essays edited focused on markting shift consequences coming from ‘2.0 cultural transition’ through design, philosphy, web and music. This presentation summarizes the 4th essay, dedicated to design. If you’re interested to full text email [email protected]
Powerpoint template credit: www.snap2objects.com
Giving something usefull to Moxie
• Ok. I need to make something usefull to Moxie. • Where can I start? This is a classic: focus on her experience.
Start from her pictures on Flickr.com
Credit
Or, of course, selling something to Moxie
• The ability to create products and services focused on end users experience is still an exception (key: design)
• As marketing teams we have learned to focus on customers. Besides, as social human beings, we are far from achieving this prospective as a natural path to meaningfull creations. (key: social project)
• Indeed, many of us swing in between our goals, our clues and the world we left entering in our office (key: inertia).
Is this progression meaningfull to me?
As outlier?As marketeer?
As 26-yrs-old male?As boyfriend?
As what?
“In February 2006, RED – a self proclaimed “Do Tank” set up by the British Design Council to tackle social and economic issues through design led innovation – published a paper (PDF) titled
RED Paper 02: Transformation Design.(…)
I believe this is a seminal paper for the future of marketing”
Leland Maschmeyermaschmeyer.blogspot.com
Leland is right.
What is design?
• Design is a discipline (i.e. Packaging design, Landscape architecture, Web accessibility)
• Design is an approach (i.e. Co-Design, Mind mapping, User innovation)
• An apporach? Check Wikipedia: I.e. Co-design is a philosophy in the American pragmatist
tradition, which argues that all people have different ideals and perspectives: Co-design is a development of systems thinking, which according to C. West Churchman "begins when first you view the world through the eyes of another."
I’m in marketing. Should I care?
• It depends. Do you consider design a mere discipline?
>> Thinking design as a practice and an approach, we face a clear example of marketing method.
• Think about RED: in 2004 The UK Design Council decided to bring design thinking to the transformation of public services(Transformation Design)
>> How? Acting like a think-do-tank: applying design skills in non-traditional territories, like social environments, community building, public & private service improving.
Transformation design: a do-tank method?
• A transformation design team thinks:
1. They start from the perspective of the end user experience.
2. They face a complex reality, with multidisciplinary skills (i.e. design, economy, psychology, marketing)
• In the meanwhile, a transformation desig team does:
1. They continuously prototype product, services and interactions. This is essential to go on thinking and develop the next mock-up.
2. They act ‘hands-on’
Do-tank best practices
• More than 30 years ago, Charles Eames, the American multidisciplinary designer, was asked, ‘What are the boundaries of design?’
• He replied, ‘What are the boundaries of problems?’
• RED showed how transformation design could help improving:
1. Kraft Foods supply chain2. Relationships with patients at Mayo Clinic in Rochester3. Rural transport for One North East
What about marketing?
• RED states:
Many of today’s more complex problems arise because the latent needs and aspirations of ‘end users’ (…) are not being met by the current offer. This is particularly true when innovation has been driven by system or technological goals. End users are, of course, complex individuals. (They) are unlikely to be identified through traditional market research.
• What is my current offer?
What about marketing? (2)
• According to RED, designers like to ’suck it and see’.
a. My marketing team create imagesb. My marketing team makes things visible.
• B! Designers make problems and ideas visible, creating frameworks to make visual sense of complex information
>> Making even intangible concepts visual creates a common platform for discussion, avoids misinterpretation and helps build a shared vision.
What about marketing? (3)
• How can I build a shared vision? Facing Inertia.
• What is Inertia? Basically, a negative concept:1. Resistance to move, tendency to maintain a state.2. Laziness? The lack of ispiration?
• However, Inertia could be seen as a positive concept:>> Philosophy of Science: Inertia / The tendency of scientific
research programmes to ban or ignore new disturbing findings.
Shared vision based on shared mock-up, not shared theory.
• A think-tank in marketing is a endless creation of findings (new disturbing findings). Its thought self-sufficiency avoid the ‘making visible’. It avoids the mock-up.
• We should ad the ‘do’ proposition >> A do-tank has inertia:1. Able to stop thinking flow and create a mock-up2. Able to maintain an ecological stability with its concrete
surrounding >> Able to ‘make visible’
Build a do-tankUnleash the Inertia
Again
Is this progression meaningfull to you?
Pheraps as Apple worker?
Yeah, Apple has a great design.
Marketing issue?‘making visible’… real meaning?
Image creditImage credit
Complete index
1. New Nomadism 2. Virtualizing the Empire3. My marketeer is a technomad4. Social project, inertia design5. My team is a do-Tank6. Brand graffiti7. Smell the mix8. At war with the sound