Why Making Things People Want beats Making People Want Things - Ad:tech 2013

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"Why Making Things People Want beats Making People Want Things" is a talk I gave at Ad:tech 2013 in London at the Kensington Olympia. …

"Why Making Things People Want beats Making People Want Things" is a talk I gave at Ad:tech 2013 in London at the Kensington Olympia.

It's nearly two years since I stumbled across the phrase as a galvanising idea for the work I do with clients and agencies here at Smithery, so it's been great to reinterrogate the notion slighty in the context of some other things. As always, a smattering of economics and maker culture infuses it all.

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