Why Making Things People Want beats Making People Want Things - Ad:tech 2013
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 22,251 views

"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.

Statistics

Views

Total Views
22,251
Views on SlideShare
21,029
Embed Views
1,222

Actions

Likes
31
Downloads
198
Comments
2

20 Embeds 1,222

http://smithery.co 748
http://www.conseilsmarketing.com 210
http://www.headspring.co.za 67
http://www.conseilsmarketing.fr 47
http://iandavidson.co.za 27
http://pureandapplied.tumblr.com 23
http://cloud.feedly.com 16
http://translate.googleusercontent.com 13
http://www.google.com 13
http://conseilsmarketing.com 13
https://twitter.com 12
http://www.newsblur.com 8
http://conseilsmarketing.fr 7
http://www.linkedin.com 4
https://www.linkedin.com 4
http://digg.com 4
http://blog.utalkmarketing.com 3
http://pulse.me&_=1379260450834 HTTP 1
http://www.pulse.me 1
http://pulse.me&_=1379250562425 HTTP 1
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • SMITHERY.CO @WILLSH WHY MAKINGTHINGSPEOPLEWANT BEATS MAKINGPEOPLEWANTTHINGS 12.09.2013 ADTECH LONDON 51.4951°N, 0.2061°W HTTP://RIVETIN.GS/ADTECH2013 JOHNVWILLSHIRE,SMITHERY
  • SMITHERY.CO @WILLSH WHATISITYOU ACTUALLYDO...?
  • SMITHERY.CO @WILLSH NOWITELLPEOPLE... THELASTTHINGIDID THENEXTTHINGI’MDOING
  • SMITHERY.CO @WILLSH THELASTTHINGIDIDMONDAY9THSEPTEMBER2013
  • SMITHERY.CO @WILLSH WHYAMIHERE?
  • SMITHERY.CO @WILLSH ISN’TITQUITEFAR AWAYFROMPHDMEDIA?
  • SMITHERY.CO @WILLSH WHATISMEDIA NOWADAYS?
  • SMITHERY.CO @WILLSH MEDIAISA VEHICLEFOR KNOWLEDGE CESARHIDALGO,MITMEDIALAB “ ”
  • SMITHERY.CO @WILLSH MEDIAISTHE CONNECTIVETISSUE OFSOCIETY CLAYSHIRKY,NYU “ ”
  • SMITHERY.CO @WILLSH MEDIAISHYBRID JUSTLIKEBUILDINGS,DEVICES, SPACES,EVENTSETC NOTHINGISALL-DIGITALANY MORETHATIT’SALL-PHYSICAL DANHILL,FABRICA “ ”
  • SMITHERY.CO @WILLSH MEDIANOWSTARTS ATPRODUCTCREATION
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH “WORKOF”
  • SMITHERY.CO @WILLSH “GOODSMADE”
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH MARKETINGHASBECOME ADVERTISINGMANAGEMENT
  • SMITHERY.CO @WILLSH IT’SHARDLYANEWPROBLEM
  • SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION… SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  • SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESS SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  • SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  • SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK JOHNMCKITTERICK,GE,1957
  • SMITHERY.CO @WILLSH “HAS MARKETING FAILED, ORWASIT NEVERREALLY TRIED?” 1985PAPERBYSTEPHENKING,JWT
  • SMITHERY.CO @WILLSH FOUR MARKETING ROUTESTO FAILURE...
  • SMITHERY.CO @WILLSH THRUST MARKETING1
  • SMITHERY.CO @WILLSH marketing MARKETING DEPARTMENT MARKETING2
  • SMITHERY.CO @WILLSH ACCOUNTANT’S MARKETING3 JANUARY DECEMBER PAYBACK
  • SMITHERY.CO @WILLSH FORMULA MARKETING4 success = x Y z +
  • SMITHERY.CO @WILLSH FOUR ESSENTIAL ASPECTSOF REAL MARKETING
  • SMITHERY.CO @WILLSH STARTWITH THECUSTOMER1
  • SMITHERY.CO @WILLSH WORKING OVERTIME2
  • SMITHERY.CO @WILLSH USINGALL RESOURCES3CEO marketing manufacturing
  • SMITHERY.CO @WILLSH INNOVATION4 CREATIVITYTHAT DELIVERSVALUE
  • SMITHERY.CO @WILLSH ALLDEEPLY LINKEDTO PRODUCT
  • SMITHERY.CO @WILLSH YETCURRENTLY, MARKETINGISFAILING
  • SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF70% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2012
  • SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF73% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2013
  • SMITHERY.CO @WILLSH BRANDSAREINBADSHAPE. LITERALLY.
  • SMITHERY.CO @WILLSH HTTP://RIVETIN.GS/PYRAMID
  • SMITHERY.CO @WILLSH THEMODERNBRANDIS LIKEABITTORRENTFILE
  • SMITHERY.CO @WILLSH IMPOSSIBLE FORANYONE MINDTO CONCEIVE...
  • SMITHERY.CO @WILLSH @TOBYBARNES “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWECAN NOWSHOWYOUTHE WORLD.”
  • SMITHERY.CO @WILLSH TRADITIONALBRANDSARETHE WORSTMODERNBRANDBUILDERS
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH “LIKEYACHTRACING, MODERNMARKETS AREANENVIRONMENT DEFINEDSOLELYBYTHE POSITIONOFTHE COMPETITORS,RATHER THANBYANYABSOLUTE GEOGRAPHY” JOHNCRONK,2001
  • SMITHERY.CO @WILLSH MARKETINGWASTHEVENDÉEGLOBE
  • SMITHERY.CO @WILLSH THEBIGBOATS CAN’TSEE ALLTHELITTLEBOATS
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH YOURTONEOF ACTIONISWHAT ATTRACTSPEOPLE
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHING ISDETERMINEDBY WHATONEISWILLING TOGIVEUPTOOBTAIN THETHING
  • SMITHERY.CO @WILLSH THELABOURTHEORY OFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION
  • SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *ITMIGHTNEEDABETTERNAME
  • SMITHERY.CO @WILLSH FIELDNOTES
  • SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD
  • SMITHERY.CO @WILLSH “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWE CANNOWSHOW YOUTHEWORLD.” @TOBYBARNES
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH LABOURTHEORY OFBRANDVALUE: YOUHAVETOMAKEEVERYTHINGWITHTHE INFINITECANVASOFTHEINTERNETINMIND
  • SMITHERY.CO @WILLSH WE’DRATHERBUY THISWORLD...
  • SMITHERY.CO @WILLSH ...THANTHISWORLD
  • SMITHERY.CO @WILLSH MARXWAS HALF RIGHT...
  • SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION
  • SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION
  • SMITHERY.CO @WILLSH THERE’SAFOLKSYAND AFIELDNOTESFOR EVERYMARKET, EVERYPRODUCT, EVERYSERVICE
  • SMITHERY.CO @WILLSH SOWHATSHOULDWEDO?
  • SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  • SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHING YOU’VEEVERDONE FRAGMENTATION
  • SMITHERY.CO @WILLSH ITCOULDBE BLENDING EVERYTHING YOUDONOW WITHARICH TAPESTRYOF YOURPAST...
  • SMITHERY.CO @WILLSH ORITCOULD BESHOWING EVERYONE EVERYTHING YOUDOTO MAKETHEIR THING...
  • SMITHERY.CO @WILLSH h IT’SALLABOUTPEOPLE, ANDWHATTHEYDO TOGETHERTOMAKE GREATTHINGSHAPPEN COOPERATION
  • SMITHERY.CO @WILLSH YEP.
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANY MAKESITEASY...
  • SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD
  • SMITHERY.CO @WILLSH DON’TCONSOLIDATE. FRAGMENTBY SECTOR, PRODUCT, COUNTRY, REGION... COMPLEXITY
  • SMITHERY.CO @WILLSH THEREISNO “ONESIZE FITSALL” INYOUTUBE
  • SMITHERY.CO @WILLSH WITHTHERIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOU WANTTOLIVEIN WITHTHEM
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH YOUHAVETO GIVEUP SOMETHING FOREACHOF THESE...
  • SMITHERY.CO @WILLSH PERFECTIONISM FRAGMENTATION CONTENT GIVEUP TOEMBRACE SWAPITFOR
  • SMITHERY.CO @WILLSH COOPERATION GIVEUP CONTROL TOEMBRACE SWAPITFOR COMMUNITY
  • SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED
  • SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING
  • SMITHERY.CO @WILLSH THENEXT THING I’MDOING
  • SMITHERY.CO @WILLSH THANKYOUJOHNVWILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTCARDS-HTTP://SHOP.SMITHERY.CO