flow engines & fracking the social web
DESCRIPTION
The slides from a 90 minute innovation session I gave in London for The Network One in London on 29.09.14. The participants were the heads and owners of various nimble, independent agencies, and the idea of the session was to work through new ways of working with their people and clients (the Flow Engines bit), and also to explore why we need to do that (the Fracking The Social Web bit)TRANSCRIPT
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@WILLSH
FLOW ENGINES & FRACKING JOHN V WILLSHIRE !
@WILLSH !
SMITHERY / ARTEFACT CARDS
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@WILLSH
OHAII’M JOHN I RUN SMITHERY, AND MAKE ARTEFACT CARDS…
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@WILLSH
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SMITHERY.CO
@WILLSH
“WORK OF”
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@WILLSH
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@WILLSH
“WORK OF”
“GOODS MADE”
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@WILLSH
TODAY
PART 1 - A WAY OF WORKING !
PART 2 - WHY WE NEED TO WORK DIFFERENTLY !
PART 3 - YOUR IDEAS ON HOW WE DO IT
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@WILLSH
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@WILLSH
I SPEND LESS TIME NOW WORRYING IF ARTEFACT CARDS WORK BUT MORE TIME WONDERING WHY THEY WORK…
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@WILLSH
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@WILLSH
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@WILLSH
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@WILLSH
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@WILLSH
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@WILLSH
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@WILLSH
WHAT IF: !
BY CHANGING THE SPACE WE WORK IN… !
….WE CHANGE THE RATE WE WORK AT?
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@WILLSH
“FLOW ENGINES”
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@WILLSH
FLOW ENGINE !
A WAY TO TURN CREATIVE ENERGY INTO PRODUCTIVE FORWARD MOTION
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@WILLSH
FLOW !
IN WHICH A PERSON PERFORMING AN ACTIVITY IS FULLY IMMERSED IN A FEELING OF ENERGISED FOCUS, FULL INVOLVEMENT, AND ENJOYMENT IN THE PROCESS
WIKIPEDIA
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@WILLSH
“YOU KNOW THAT WHAT YOU NEED TO DO IS POSSIBLE TO DO, EVEN THOUGH DIFFICULT, AND SENSE OF TIME DISAPPEARS. YOU FORGET YOURSELF. YOU FEEL PART OF SOMETHING LARGER.”
!
- MIHALY CSIKSZENTMIHALYI
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@WILLSH
A VERY INTERESTING BOOK (WITH AN ADMITTEDLY CREEPY TITLE)
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@WILLSH
7TRIGGERS FOR CREATING A SENSE OF FLOW1
IT SUGGESTS THERE ARE
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@WILLSH
3ENVIRONMENTAL TRIGGERS
I’M MOST INTERESTED IN THE
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@WILLSH
1. CONSEQUENCES
2. ENVIRONMENT
3. EMBODIMENT SOURCE: STEVEN KOTLER “THE RISE OF SUPERMAN”
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@WILLSH
FIRST TRIGGER: CONSEQUENCES
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@WILLSH
STATE AT THE BEGINNING OF ANY TASK - WHAT HAVE I GOT TO DO, AND WHAT HAPPENS IF I DON’T? !
IT FOCUSSES THE MIND…
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@WILLSH
YOU’RE AIMING FOR THIS CHANNEL
SOURCE: GAMASUTRA
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@WILLSH
SECOND TRIGGER: ENVIRONMENT
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@WILLSH
A DIVERSE, RICH ENVIRONMENT OF STIMULATING MATERIAL TO WORK WITH
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@WILLSH
NOVELTYTHINGS YOU
HAVEN’T SEEN BEFORE
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@WILLSH
COMPLEXITYLETTING YOUR MIND SIFT THROUGH THE IMPLICATIONS OF A MULTIFACETED WORLD
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@WILLSH
UNPREDICTABILITY
KEEP PEOPLE GUESSING… ANYTHING COULD HAPPEN NEXT
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@WILLSH
USING PERIPHERAL VISION
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@WILLSH
THIRD TRIGGER: EMBODIMENT
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@WILLSH
HOW DO YOU MAKE
TEN FINGERS, TWO EYES AND A BRAIN PAY ATTENTION?
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@WILLSH
QUICKLY MAKING A PHYSICAL OBJECT OF YOUR IDEA, LIKE AN ARTEFACT CARD, BRINGS IT INTO THE WORLD IN A TANGIBLE, TESTABLE WAY.
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@WILLSH
CONSEQUENCES EMBODIMENT
ENVIRONMENT
JUST THREE SIMPLE TRIGGERS?
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@WILLSH
CONSEQUENCES
ENVIRONMENT
EMBODIMENT
THE KEY IS REINFORCEMENT
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@WILLSH
CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 1
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@WILLSH
CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 2
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@WILLSH
CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 3
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@WILLSH
CONSEQUENCES
ENVIRONMENT
EMBODIMENT
THIS IS A FLOW ENGINE
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@WILLSH
HACK THE WAY YOU WORK, INSTEAD OF THE TIME YOU HAVE…
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@WILLSH
BUT WHY?
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SMITHERY.CO@WILLSH
FRACKING THE SOCIAL WEB
MARKETING VS INTERNET CULTURE
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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?
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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
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SMITHERY.CO@WILLSH
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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 CRAFTSMAN 2008
TOGETHER 2012
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 IS LISTENING 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 BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? !
PERHAPS...
![Page 86: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/86.jpg)
SMITHERY.CO@WILLSH
OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
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SMITHERY.CO
@WILLSH
![Page 88: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/88.jpg)
@WILLSH
FLOW ENGINE - STEP 1
WRITE DOWN, ON ONE CARD, THE HARDEST THING ABOUT BRIDGING THIS DIVIDE
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@WILLSH
FLOW ENGINE - STEP 2
CAPTURE QUICK NOTES AND IDEAS ON CARDS AS WE GO THROUGH THIS NEXT BIT…
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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
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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
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SMITHERY.CO@WILLSH
WE’D RATHER BUY THIS WORLD...
![Page 100: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/100.jpg)
SMITHERY.CO@WILLSH
...THAN THIS WORLD
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SMITHERY.CO@WILLSH
BRANDS OFTEN FIND 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 INTERESTING AS POSSIBLE
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SMITHERY.CO@WILLSH
“CREATING ASTOUNDING PRODUCTS IS [TECH COMPANIES’] MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY”
JIM CARROLL, BBH !ON HOW TECH COMPANIES BUILD BRANDS
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SMITHERY.CO@WILLSH
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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
![Page 110: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/110.jpg)
SMITHERY.CO@WILLSH
BUT IT DEMANDS DRAMATIC CHANGES IN
HOW WE WORK
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SMITHERY.CO@WILLSH
HINT: BRAND IS NOT A PYRAMID
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SMITHERY.CO@WILLSH
A BRAND TODAY IS LIKE A BITTORRENT FILE !
COMPLEX, DISTRIBUTED, MOVING... !
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SMITHERY.CO@WILLSH…UNCONTROLLABLE
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SMITHERY.CO@WILLSH
IMPOSSIBLE TO TRULY, WHOLLY PERCEIVE
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SMITHERY.CO@WILLSH
WE DON’T NEED TO COMPRESS A BRAND ONTO PAPER... !
...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK
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SMITHERY.CO@WILLSH
COMPETITION SIMPLICITY COMPRESSION CERTAINTY
COOPERATION COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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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
I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’...
THOMAS HEATHERWICK !
“”
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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 A THING...
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
it back 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.
![Page 125: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/125.jpg)
SMITHERY.CO@WILLSH
AND INSIDE THE FACTORY, NOT JUST OUTSIDE...
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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
“THE MUSIC IS DEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” !
ADAM CURTIS
ZOMBIE BRANDS
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
...BECAUSE PEOPLE ARE ALIVE
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
IT’S HARD WORK. !
!
!
SO DEAL WITH IT.
COMPLEXITY
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SMITHERY.CO@WILLSH
IF IT’S COMPLICATED: LOTS OF EXPERTISE !
IF IT’S COMPLEX: LOTS OF EFFORT
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SMITHERY.CO@WILLSH
GDS“IT’S NOT COMPLICATED, IT’S JUST HARD”
RUSSELL DAVIES, GDS, !QUOTING MICHAEL SLABY
PIC: @LEXIE_BROWN
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SMITHERY.CO@WILLSH
MAKE ALL THE CHANNELS PEOPLE ACTUALLY WANT. !
NOT COMPLICATED, BUT COMPLEX. !
JUST HARD.
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SMITHERY.CO@WILLSH
WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
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SMITHERY.CO@WILLSH
![Page 140: Flow Engines & Fracking The Social Web](https://reader037.vdocument.in/reader037/viewer/2022110114/546e0bfaaf7959b4038b6c28/html5/thumbnails/140.jpg)
SMITHERY.CO@WILLSH
“YAY, IT WORKS!”
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SMITHERY.CO@WILLSH
OF COURSE IT WORKS. !
IT’S A BRILLIANT, COMPLEX IDEA THAT THEY WORKED HARD AT. !
AND IT’S NOW BEEN RUN FIVE TIMES.
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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
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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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@WILLSH
FLOW ENGINE - STEP 2
IN TEAMS, MAKE A MAP OF THE TERRITORY…
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@WILLSH
FLOW ENGINE - STEP 3
MAKE ONE CARD OF SOMETHING YOU SHOULD DO WHEN YOU GET BACK TO THE OFFICE. !
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SMITHERY.CO@WILLSH
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SMITHERY.CO@WILLSH
GIVE UP PERFECTIONISM
TO EMBRACE
FRAGMENTATION
SWAP IT FOR
CONTENT
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SMITHERY.CO@WILLSH
GIVE UP CONTROL
TO EMBRACE
COOPERATION
SWAP IT FOR
COMMUNITY
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SMITHERY.CO@WILLSH
GIVE UP CONSOLIDATION
TO EMBRACE
COMPLEXITY
SWAP IT FOR
SPEED
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SMITHERY.CO@WILLSH
GIVE UP KNOWING
TO EMBRACE
EXPERIMENTATION
SWAP IT FOR
LEARNING
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SMITHERY.CO@WILLSH
“LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY”
RUPERT WEGERIF
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SMITHERY.CO@WILLSH
QUESTIONS, PLEASEJOHN V WILLSHIRE
HTTP://SMITHERY.CO @WILLSH
ARTEFACTSHOP.COM