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    Method: The Future of Craft Method: The Future of Craft Presentation Transcript

    • Method:The Future of Craft Capabilities 2012
    • About Method Confidential 2012 2
    • MethodWe are a design & innovationconsultancy. We solve businesschallenges through designthinking and create inspiredproducts, services and brands. Confidential 2012 3
    • We CreateResearch & Design InsightsBrand & IdentityDigital Media DesignProduct User InterfaceService Design Confidential 2012 4
    • Our Clients Confidential 2012 5
    • StudiosSan FranciscoNew YorkLondon
    • MethodWe are also a collective ofdesigners, technologists,strategists, artists, tinkerers, andcrafters. We use our minds andour hands to create fun, useful,whimsical, and innovative things. Confidential 2012 7
    • Marc ShillumPrincipal Confidential 2012 9
    • At work, I look at how technologicalinnovation has fundamentally affectedthe way we understand brands. Confidential 2012 10
    • Outside of work,I like to craft ‘digital’ outcomesof a rather different kind:I make-by-hand. Confidential 2012 12
    • 13
    • It recently occurred to methat these two worlds arehurtling toward each otherat an incredible rate. Confidential 2012 14
    • The Future of Craft Confidential 2012 15
    • Craft = Hobby Confidential 2012 16
    • Craft = Hobby Confidential 2012 17
    • Craft = Livelihood Confidential 2012 18
    • 1. The Context Confidential 2012 19
    • 1. The ContextA growing scarcity of raw materials, with more effectiveand thoughtful environmental control, and a greaterscrutiny on global energy consumption has lead toan increase in the price of centralized production. Confidential 2012 20
    • 1. The ContextA growing scarcity of raw materials, with more effectiveand thoughtful environmental control, and a greaterscrutiny on global energy consumption has lead toan increase in the price of centralized production.Greater access to more sophisticated, scalable tools,increasingly intuitive user interfaces, and the proliferationof relevant knowledge has advanced human ability whilelowering the costs of local production. Confidential 2012 21
    • 1. The ContextA growing scarcity of raw materials, with more effectiveand thoughtful environmental control, and a greaterscrutiny on global energy consumption has lead toan increase in the price of centralized production.Greater access to more sophisticated, scalable tools,increasingly intuitive user interfaces, and the proliferationof relevant knowledge has advanced human ability whilelowering the costs of local production.All this, in a context where our consumers and users arebecoming more aware of the footprint and ingredientsof their purchases. Confidential 2012 22
    • When we face a scarcity of naturalresources & an abundance of population,people become the raw material. Confidential 2012 23
    • Master Engineer Artist Developer Artisan Hacker MakerPragmatist Craft Idealist Patcher/Fixer D.I.Y. Kit Builds Apprentice
    • Nowwe’re beginning to express who we areby what we can do rather than what wecan buy. Confidential 2012 25
    • Nowwe’re beginning to express who we areby what we can do rather than what wecan buy. ( Thankfully ; ) Confidential 2012 26
    • 2. The Opportunity Confidential 2012 27
    • One of the most unique problems in hand making, is the scaleability of our own hands 28
    • 2. The OpportunityThere are traditionally no economies of scale within thecraft business. No scalability, that’s part of its charm. It ishand-made, often time-consuming, deeply passionateand beautifully inefficient. Confidential 2012 29
    • 2. The OpportunityThere are traditionally no economies of scale within thecraft business. No scalability, that’s part of its charm. It ishand-made, often time-consuming, deeply passionateand beautifully inefficient.Craftspeople dont want to run big companies. Most seebusiness as something they have to do rather thansomething that could empower their craft making ability. Confidential 2012 30
    • 2. The OpportunityThere are traditionally no economies of scale within thecraft business. No scalability, that’s part of its charm. It ishand-made, often time-consuming, deeply passionateand beautifully inefficient.Craftspeople dont want to run big companies. Most seebusiness as something they have to do rather thansomething that could empower their craft making ability.Although, think about what you could do with theeconomies of scale of a 20 person business, or a 93,163person organization? Confidential 2012 31
    • 2. The OpportunityThrough accessing economies of scale:A jeweler would be able to buy cheaper gold with others.A mosaic artist could implement a dimensional gardendesign such as Park Guell in under a month.A glassblower, who just purchased an expensiveover-sized furnace, may be able to offset the cost throughrenting it out to coworkers. Confidential 2012 32
    • Theseare three scenarios, that inspiredmy wife and I to form MadeWith TM Confidential 2012 33
    • Confidential 2012 34
    • 2. The OpportunityMadeWith is looking at ways to give craftspeople accessto ‘temporary economies of scale.’By forming ‘Limited Duration Companies,’ we enable agroup to trade in commodities as a single entity, loweringthe per unit overhead for all. This small increase in marginis enough to sustain business.By leveraging the simple tools of software as a service, wecreate more efficient utility, build smarter tools, andconnect these to social knowledge and need, giving asingle craftsperson access to the hive-mind. We canmake it easy to leverage organizational standardization. Confidential 2012 35
    • Engineer Artist Developer Artisan Hacker Maker Craft Patcher/Fixer D.I.Y. Kit Builds
    • 3. The Issues Confidential 2012 38
    • 3. The IssuesWe created a generation to consume the excesses of massproduction and taught that generation to define themselves bywhat they buy, not what they do. We taught them that it wasbetter to buy new than repair old, and that exponential capitalismwill provide even when natural resources become drained. Confidential 2012 39
    • 3. The IssuesWe created a generation to consume the excesses of massproduction and taught that generation to define themselves bywhat they buy, not what they do. We taught them that it wasbetter to buy new than repair old, and that exponential capitalismwill provide even when natural resources become drained.This has created a generation that doesnt know how to fix,mend, tinker, patch or make. Confidential 2012 40
    • 3. The IssuesWe created a generation to consume the excesses of massproduction and taught that generation to define themselves bywhat they buy, not what they do. We taught them that it wasbetter to buy new than repair old, and that exponential capitalismwill provide even when natural resources become drained.This has created a generation that doesnt know how to fix,mend, tinker, patch or make.Most importantly, the necessary skills and crucial knowledgepertaining to any pre-existing craft tools are trapped in the mindsand hands of an older generation that doesnt have access to thesocial technology that would lead to that knowledge beingshared or recorded. Confidential 2012 41
    • We need to overcomeThe Craft Gap Confidential 2012 42
    • 3. The IssuesTo bridge the craft gap, we need to connect ourgrandparents to our children before it’s too late. Confidential 2012 43
    • 3. The IssuesTo bridge the craft gap, we need to connect ourgrandparents to our children before it’s too late.We need to create intuitive interfaces and utility thatprovide access to social technology for those people withknow-how but not the technological skill to share it. Confidential 2012 44
    • 3. The IssuesTo bridge the craft gap, we need to connect ourgrandparents to our children before it’s too late.We need to create intuitive interfaces and utility thatprovide access to social technology for those people withknow-how and without the technological skill to share it.We need to provide platforms that share the knowledgeheld within the minds of old makers and connect them tothe minds that are capable of mastering the new tools ofcraft. Confidential 2012 45
    • Engineer Artist Developer Artisan Hacker MakerTools Craft Knowledge Patcher/Fixer D.I.Y. Kit Builds
    • The Craft Gap impliesthat we must begin to preserve oldknowledge through new technology. Confidential 2012 47
    • 4. Towards a Solution Confidential 2012 50
    • 4. Towards a SolutionI’m not much of a fortune teller, I generally don’t knowwhats happening tomorrow let alone the future. Confidential 2012 51
    • 4. Towards a SolutionI’m not much of a fortune teller, I generally don’t knowwhats happening tomorrow let alone the future.But when I look for trends, I like to observe what hashappened in other patterns. What can we learn fromthis associated outcome, and where does it point us? Confidential 2012 52
    • 4. Towards a SolutionI’m not much of a fortune teller, I generally don’t knowwhats happening tomorrow let alone the future.But when I look for trends, I like to observe what hashappened in other patterns. What can we learn fromthis associated outcome, and where does it point us?If you look at how information has progressed andchanged over the last 20 or so years, a pattern emerges.It’s very familiar. Confidential 2012 53
    • 1-11-ManyMany-ManyData/Semantics
    • 1-1 Email1-Many Broadcast, WebMany-Many Social MediaData/Semantics Semantic Web
    • Cottage industry 1-1 EmailIndutrialization 1-Many Broadcast, WebSocial Makers Many-Many Social Media Data/Semantics Semantic Web
    • Cottage industry 1-1 EmailIndutrialization 1-Many Broadcast, WebSocial Makers Many-Many Social MediaIntelligent Tools Data/Semantics Semantic Web
    • 4. Towards a SolutionThe prophets have said that trends in craft and technologyare pointing towards a new industrial revolution, but I thinkthey could be pointing to something rather more spectacular. Confidential 2012 58
    • Tools Knowledge
    • 4. Towards a SolutionBy connecting tools directly to knowledge, and knowledgedirectly to tools, we can begin to bridge The Craft Gap.So, what one craftsperson can learn in their lifetime wouldbecome the foundation of learning for the next.(We already see this pattern forming in the developercommunity.) Confidential 2012 60
    • I call this principleThe Cobbler Algorithm Confidential 2012 61
    • 4. Towards a SolutionPre-industrialization we had a local craftsperson to fix ormake a shoe. Post-industrialization we just purchased a newshoe. In this new industrial revolution it is more likely that weneed a programmer to build a ‘cobbler algorithm’ whichcould analyze a foot and create custom parts or patcheswhich could be locally manufactured and skillfully applied.With the advent of cheap rapid prototyping there will be noneed for centralized factories or for building obsolesce intogoods that we have. In the dawn of this industrial revolution,the populous can move from consumer to maker/fixer,finding new value in existing objects. A hardware upgradeof sorts. Confidential 2012 62
    • 4. Towards a SolutionThe trend that I’m most fascinated with is the ability to build smart toolswhich connect to and learn from the pre-existing depth of knowledgeand learn from their own context of making. Creating a data patina. Confidential 2012 63
    • 4. Towards a SolutionThe trend that I’m most fascinated with is the ability to build smart toolswhich connect to and learn from the pre-existing depth of knowledgeand learn from their own context of making. Creating a data patina.With distributed factories, centralization needn’t define the method ofproduction. Centralization becomes the shared intelligence, or pattern,that applies the tools of craft to the local problem, using the economiesof scale gained from understanding global knowledge. Confidential 2012 64
    • 4. Towards a SolutionThe trend that I’m most fascinated with is the ability to build smart toolswhich connect to and learn from the pre-existing depth of knowledgeand learn from their own context of making. Creating a data patina.With distributed factories, centralization needn’t define the method ofproduction. Centralization becomes the shared intelligence, or pattern,that applies the tools of craft to the local problem, using the economiesof scale gained from understanding global knowledge.Taking this a step further, products neednt be standardized, by size, byshape, or by material. Purchase could just become the foundation forfurther modification or adaptation. As a consequence, this kind of‘cottage industry’ would also begin to educate the mass to becomeconsummate purchasers of the well made. Confidential 2012 65
    • Craft, reunited with technology,gives you and me the ability to makeonly what we need, make with others,and change what we have to whatwe desire. Confidential 2012 66
    • Craft in the workplaceis essential for creating unique,differentiated products and services,sharing skills, and fostering a growingcommunity of talent. Confidential 2012 69
    • The Chef’s ChronometerAn interactive cooking andorganization tool for thehome chef. 70
    • The Chef’s ChronometerAn interactive cooking andorganization tool for thehome chef. 71
    • SoftKineticAn experiment in Cinder tocreate a responsive identity 72
    • SoftKineticAn experiment in Cinder tocreate a responsive identity 73
    • Nokia customer journeyPackaging concepts fora crafted, participatoryproduct purchaseexperience 74
    • Nokia customer journeyPackaging concepts fora crafted, participatoryproduct purchaseexperience 75
    • Method PLAYHands-on physicalcomputing workshops heldfor local craft, interaction,technology, and designcommunities 76
    • Method PLAYHands-on physicalcomputing workshops heldfor local craft, interaction,technology, and designcommunities 77
    • Teaching future designersSupporting our staff to sharetheir knowledge and experiencewith the new workforce 78
    • Teaching future designersSupporting our staff to sharetheir knowledge and experiencewith the new workforce 79
    • Thanks! Marc Shillum Principal marc@method.com www.method.com @method_inc Confidential 2012