John v willshire, why making things people want beats making people want things

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John V Willshire, Founder, Smithery presentation on the relationship between product development, marketing and consumer behaviour

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John v willshire, why making things people want beats making people want things

  1. 1. SMITHERY.CO @WILLSH WHY MAKINGTHINGSPEOPLEWANT BEATS MAKINGPEOPLEWANTTHINGS 12.09.2013 ADTECH LONDON 51.4951°N, 0.2061°W HTTP://RIVETIN.GS/ADTECH2013 JOHNVWILLSHIRE,SMITHERY
  2. 2. SMITHERY.CO @WILLSH WHATISITYOU ACTUALLYDO...?
  3. 3. SMITHERY.CO @WILLSH NOWITELLPEOPLE... THELASTTHINGIDID THENEXTTHINGI’MDOING
  4. 4. SMITHERY.CO @WILLSH THELASTTHINGIDIDMONDAY9THSEPTEMBER2013
  5. 5. SMITHERY.CO @WILLSH WHYAMIHERE?
  6. 6. SMITHERY.CO @WILLSH ISN’TITQUITEFAR AWAYFROMPHDMEDIA?
  7. 7. SMITHERY.CO @WILLSH WHATISMEDIA NOWADAYS?
  8. 8. SMITHERY.CO @WILLSH MEDIAISA VEHICLEFOR KNOWLEDGE CESARHIDALGO,MITMEDIALAB “ ”
  9. 9. SMITHERY.CO @WILLSH MEDIAISTHE CONNECTIVETISSUE OFSOCIETY CLAYSHIRKY,NYU “ ”
  10. 10. SMITHERY.CO @WILLSH MEDIAISHYBRID JUSTLIKEBUILDINGS,DEVICES, SPACES,EVENTSETC NOTHINGISALL-DIGITALANY MORETHATIT’SALL-PHYSICAL DANHILL,FABRICA “ ”
  11. 11. SMITHERY.CO @WILLSH MEDIANOWSTARTS ATPRODUCTCREATION
  12. 12. SMITHERY.CO @WILLSH
  13. 13. SMITHERY.CO @WILLSH “WORKOF”
  14. 14. SMITHERY.CO @WILLSH “GOODSMADE”
  15. 15. SMITHERY.CO @WILLSH
  16. 16. SMITHERY.CO @WILLSH MARKETINGHASBECOME ADVERTISINGMANAGEMENT
  17. 17. SMITHERY.CO @WILLSH IT’SHARDLYANEWPROBLEM
  18. 18. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION… SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  19. 19. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESS SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  20. 20. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  21. 21. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK JOHNMCKITTERICK,GE,1957
  22. 22. SMITHERY.CO @WILLSH “HAS MARKETING FAILED, ORWASIT NEVERREALLY TRIED?” 1985PAPERBYSTEPHENKING,JWT
  23. 23. SMITHERY.CO @WILLSH FOUR MARKETING ROUTESTO FAILURE...
  24. 24. SMITHERY.CO @WILLSH THRUST MARKETING1
  25. 25. SMITHERY.CO @WILLSH marketing MARKETING DEPARTMENT MARKETING2
  26. 26. SMITHERY.CO @WILLSH ACCOUNTANT’S MARKETING3 JANUARY DECEMBER PAYBACK
  27. 27. SMITHERY.CO @WILLSH FORMULA MARKETING4 success = x Y z +
  28. 28. SMITHERY.CO @WILLSH FOUR ESSENTIAL ASPECTSOF REAL MARKETING
  29. 29. SMITHERY.CO @WILLSH STARTWITH THECUSTOMER1
  30. 30. SMITHERY.CO @WILLSH WORKING OVERTIME2
  31. 31. SMITHERY.CO @WILLSH USINGALL RESOURCES3CEO marketing manufacturing
  32. 32. SMITHERY.CO @WILLSH INNOVATION4 CREATIVITYTHAT DELIVERSVALUE
  33. 33. SMITHERY.CO @WILLSH ALLDEEPLY LINKEDTO PRODUCT
  34. 34. SMITHERY.CO @WILLSH YETCURRENTLY, MARKETINGISFAILING
  35. 35. SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF70% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2012
  36. 36. SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF73% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2013
  37. 37. SMITHERY.CO @WILLSH BRANDSAREINBADSHAPE. LITERALLY.
  38. 38. SMITHERY.CO @WILLSH HTTP://RIVETIN.GS/PYRAMID
  39. 39. SMITHERY.CO @WILLSH THEMODERNBRANDIS LIKEABITTORRENTFILE
  40. 40. SMITHERY.CO @WILLSH IMPOSSIBLE FORANYONE MINDTO CONCEIVE...
  41. 41. SMITHERY.CO @WILLSH @TOBYBARNES “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWECAN NOWSHOWYOUTHE WORLD.”
  42. 42. SMITHERY.CO @WILLSH TRADITIONALBRANDSARETHE WORSTMODERNBRANDBUILDERS
  43. 43. SMITHERY.CO @WILLSH
  44. 44. SMITHERY.CO @WILLSH
  45. 45. SMITHERY.CO @WILLSH “LIKEYACHTRACING, MODERNMARKETS AREANENVIRONMENT DEFINEDSOLELYBYTHE POSITIONOFTHE COMPETITORS,RATHER THANBYANYABSOLUTE GEOGRAPHY” JOHNCRONK,2001
  46. 46. SMITHERY.CO @WILLSH MARKETINGWASTHEVENDÉEGLOBE
  47. 47. SMITHERY.CO @WILLSH THEBIGBOATS CAN’TSEE ALLTHELITTLEBOATS
  48. 48. SMITHERY.CO @WILLSH
  49. 49. SMITHERY.CO @WILLSH
  50. 50. SMITHERY.CO @WILLSH
  51. 51. SMITHERY.CO @WILLSH
  52. 52. SMITHERY.CO @WILLSH YOURTONEOF ACTIONISWHAT ATTRACTSPEOPLE
  53. 53. SMITHERY.CO @WILLSH
  54. 54. SMITHERY.CO @WILLSH
  55. 55. SMITHERY.CO @WILLSH
  56. 56. SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHING ISDETERMINEDBY WHATONEISWILLING TOGIVEUPTOOBTAIN THETHING
  57. 57. SMITHERY.CO @WILLSH THELABOURTHEORY OFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION
  58. 58. SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *ITMIGHTNEEDABETTERNAME
  59. 59. SMITHERY.CO @WILLSH FIELDNOTES
  60. 60. SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD
  61. 61. SMITHERY.CO @WILLSH “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWE CANNOWSHOW YOUTHEWORLD.” @TOBYBARNES
  62. 62. SMITHERY.CO @WILLSH
  63. 63. SMITHERY.CO @WILLSH LABOURTHEORY OFBRANDVALUE: YOUHAVETOMAKEEVERYTHINGWITHTHE INFINITECANVASOFTHEINTERNETINMIND
  64. 64. SMITHERY.CO @WILLSH WE’DRATHERBUY THISWORLD...
  65. 65. SMITHERY.CO @WILLSH ...THANTHISWORLD
  66. 66. SMITHERY.CO @WILLSH MARXWAS HALF RIGHT...
  67. 67. SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION
  68. 68. SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION
  69. 69. SMITHERY.CO @WILLSH THERE’SAFOLKSYAND AFIELDNOTESFOR EVERYMARKET, EVERYPRODUCT, EVERYSERVICE
  70. 70. SMITHERY.CO @WILLSH SOWHATSHOULDWEDO?
  71. 71. SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  72. 72. SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHING YOU’VEEVERDONE FRAGMENTATION
  73. 73. SMITHERY.CO @WILLSH ITCOULDBE BLENDING EVERYTHING YOUDONOW WITHARICH TAPESTRYOF YOURPAST...
  74. 74. SMITHERY.CO @WILLSH ORITCOULD BESHOWING EVERYONE EVERYTHING YOUDOTO MAKETHEIR THING...
  75. 75. SMITHERY.CO @WILLSH h IT’SALLABOUTPEOPLE, ANDWHATTHEYDO TOGETHERTOMAKE GREATTHINGSHAPPEN COOPERATION
  76. 76. SMITHERY.CO @WILLSH YEP.
  77. 77. SMITHERY.CO @WILLSH
  78. 78. SMITHERY.CO @WILLSH
  79. 79. SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANY MAKESITEASY...
  80. 80. SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD
  81. 81. SMITHERY.CO @WILLSH DON’TCONSOLIDATE. FRAGMENTBY SECTOR, PRODUCT, COUNTRY, REGION... COMPLEXITY
  82. 82. SMITHERY.CO @WILLSH THEREISNO “ONESIZE FITSALL” INYOUTUBE
  83. 83. SMITHERY.CO @WILLSH WITHTHERIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
  84. 84. SMITHERY.CO @WILLSH
  85. 85. SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOU WANTTOLIVEIN WITHTHEM
  86. 86. SMITHERY.CO @WILLSH
  87. 87. SMITHERY.CO @WILLSH
  88. 88. SMITHERY.CO @WILLSH
  89. 89. SMITHERY.CO @WILLSH
  90. 90. SMITHERY.CO @WILLSH
  91. 91. SMITHERY.CO @WILLSH YOUHAVETO GIVEUP SOMETHING FOREACHOF THESE...
  92. 92. SMITHERY.CO @WILLSH PERFECTIONISM FRAGMENTATION CONTENT GIVEUP TOEMBRACE SWAPITFOR
  93. 93. SMITHERY.CO @WILLSH COOPERATION GIVEUP CONTROL TOEMBRACE SWAPITFOR COMMUNITY
  94. 94. SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED
  95. 95. SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING
  96. 96. SMITHERY.CO @WILLSH THENEXT THING I’MDOING
  97. 97. SMITHERY.CO @WILLSH THANKYOUJOHNVWILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTCARDS-HTTP://SHOP.SMITHERY.CO

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