hyper island open masterclass

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

http://www.ad-techlondon.co.uk/conferencedetails.aspx?Id=CNF710








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DAY ONE - INTRO





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WHAT IS IT YOU ACTUALLY DO...?

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NOW I TELL PEOPLE...

1. THE LAST THING I DID

2. THE NEXT THING I’M DOING

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WHY AM I HERE?

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AND ISN’T IT QUITE FAR AWAY FROM MEDIA?

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WHAT IS MEDIA NOWADAYS?

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MEDIA IS A VEHICLE FOR KNOWLEDGE

CESAR HIDALGO, MIT MEDIA LAB

“”

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MEDIA IS THE CONNECTIVE TISSUE

OF SOCIETYCLAY SHIRKY, NYU

“

”

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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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MEDIA NOW STARTS AT PRODUCT CREATION

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A QUICK ASIDE, BASED ON WHAT ALAN TALKED ABOUT ON ‘CRAFTSMANSHIP’

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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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“WORK OF”

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“GOODS MADE”

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LET’S TRY SOMETHING

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WE’REPOPULAR THING

FORBROKEN THING

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DAY TWO, PART ONE





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MARKETING HAS BECOME ADVERTISING MANAGEMENT

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IT’S HARDLY A NEW PROBLEM

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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

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“ 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


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“ 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 “


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“ 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 “


JOHN MCKITTERICK, GE, 1957

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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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mark

etin

g siloMARKETING

DEPARTMENTMARKETING2

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ACCOUNTANT’SMARKETING3

JANUARY DECEMBER

PAYBACK

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FORMULA MARKETING4

success = x Yz+

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FOUR ESSENTIAL ASPECTS OF REAL MARKETING

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START WITHTHE CUSTOMER1

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WORKINGOVER TIME2

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USING ALLRESOURCES3CEO

marketing

manufacturing

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INNOVATION4CREATIVITY THAT DELIVERS VALUE

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ALL DEEPLY LINKED TO PRODUCT

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YET CURRENTLY, MARKETING IS FAILING

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PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012

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PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013

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BRANDS ARE IN BAD SHAPE.

LITERALLY.

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HTTP://RIVETIN.GS/PYRAMID

http://rivetin.gs/pyramid

http://rivetin.gs/pyramid

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THE MODERN BRAND ISLIKE A BITTORRENT FILE

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IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...

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LET’S TALK ABOUT FRACKING...

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“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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ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS

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ARE BRANDS FRACKING THE SOCIAL WEB?

one question I’m wrestling with:

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“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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THAT SOUNDS REALLY ANNOYING

SMITHERY.CO@WILLSHYEP, REALLY ANNOYING.

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“OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE”

martin Weigel, W+K

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PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?

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LET’S THINK A LITTLE ABOUT “CONVERSATIONS”

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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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“AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”

cooperation

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IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION

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“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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CONVERSATION IS ABOUT LISTENING

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BUT MORE IMPORTANT THAN JUST LISTENING ISLISTENING WELL

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LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS...THE DIALECTIC AND THE DIALOGIC

“

”


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WHAT THE F***?

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DIALECTIC

FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL

THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS

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DIALECTIC:


“THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”

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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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...NO MATTER HOW GOOD THAT CONSENSUS IS

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DIALOGICFROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN

“A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”

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“[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER”


DIALOGIC:

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IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST

A

bC

D

E

FG H

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THEY CONSTANTLY INTERACT AND INFORM EACH OTHER

A

bC

D

E

FG H

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EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES

A

bC

D

E

FG H

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CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT

A

bC

D

E

FG H

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THIS MIGHT NOT JUST APPLY TO“CONVERSATION”

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THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...

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WHAT IF THERE ARE DIALECTIC AND

DIALOGIC STRUCTURES & CULTURES TOO?

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ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?

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ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE

DIALOGIC IN NATURE?

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IT WOULD HELP EXPLAIN THE

CULTURE CLASH

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ARE BRANDSINTENTIONALLY FRACKING THE SOCIAL WEB?

PERHAPS...

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OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?

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YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE

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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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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*

*it might need a better name, mind

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FIELD NOTES

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£0.99 £3.33PER PADPER PAD

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“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”

@TOBYBARNES

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Labour theory of brand value:

you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside

http://rivetin.gs/sneveoslo

http://rivetin.gs/sneveoslo

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WE’D RATHER BUY THIS WORLD...

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...THAN THIS WORLD

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BRANDS OFTENFIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY

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THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY

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MAKE PRODUCT VERY EFFICIENTLY

MAKE MARKETING AS INTERESTINGAS POSSIBLE

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MARX WAS HALF RIGHT...

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IT’S NOT ABOUT THE MEANS OF PRODUCTION

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IT’S ABOUT THE MEANING IN PRODUCTION

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OVER HERE, IT’S WAY EASIER TO CREATE

MEANING IN PRODUCTION

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BUT IT DEMANDS DRAMATIC CHANGES IN

HOW WE WORK

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COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY

COOPERATIONCOMPLEXITY

FRAGMENTATIONEXPERIMENTATION

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SMITHERY.CO@WILLSH

DAY TWO, PART TWO





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COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY

COOPERATIONCOMPLEXITY

FRAGMENTATIONEXPERIMENTATION

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COOPERATION

COMPLEXITY

FRAGMENTATION EXPERIMENTATION

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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE

FRAGMENTATION

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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...

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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...

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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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YEP.

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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...

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OWNING LOTS OF BRANDS MAKES IT HARD

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DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...

COMPLEXITY

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THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE

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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...

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EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM

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YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...

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PERFECTIONISM

FRAGMENTATION

CONTENT

GIVE UP

TO EMBRACE

SWAP IT FOR

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COOPERATIONGIVE UP

CONTROL

TO EMBRACE

SWAP IT FORCOMMUNITY

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GIVE UP CONSOLIDATION

TO EMBRACECOMPLEXITY

SWAP IT FORSPEED

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GIVE UP KNOWING

TO EMBRACEEXPERIMENTATION

SWAP IT FORLEARNING

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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

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