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16.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W

WHY
MAKING THINGS PEOPLE WANT
BEATS
MAKING PEOPLE WANT TH...
16.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W

DAY ONE - INTRO
JOHN V WILLSHIRE, SMITHERY

@WILLSH
SMITH...
WHAT IS IT YOU
ACTUALLY DO...?
@WILLSH
SMITHERY.CO
NOW I TELL PEOPLE...
1. THE LAST THING I DID
2. THE NEXT THING I’M DOING
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
WHY AM I HERE?

@WILLSH
SMITHERY.CO
AND ISN’T IT QUITE FAR
AWAY FROM MEDIA?

@WILLSH
SMITHERY.CO
WHAT IS MEDIA
NOWADAYS?
@WILLSH
SMITHERY.CO
“ MEDIA IS A VEHICLE
FOR KNOWLEDGE ”
CESAR HIDALGO, MIT MEDIA LAB
@WILLSH
SMITHERY.CO
“ MEDIA IS THE
CONNECTIVE TISSUE
OF SOCIETY ”
CLAY SHIRKY, NYU
@WILLSH
SMITHERY.CO
“ MEDIA IS HYBRID
JUST LIKE BUILDINGS, DEVICES,
SPACES, EVENTS ETC

NOTHING IS ALL-DIGITAL ANY
MORE THAN IT’S ALL-PHYSICAL...
MEDIA NOW STARTS AT
PRODUCT CREATION

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
A QUICK ASIDE, BASED
ON WHAT ALAN
TALKED ABOUT ON
‘CRAFTSMANSHIP’
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
THE WORKMANSHIP OF RISK
“THE QUALITY OF THE
RESULT IS NOT
PREDETERMINED, BUT
DEPENDS ON THE
JUDGMENT, DEXTERITY AND
CARE W...
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
“WORK OF”

@WILLSH
SMITHERY.CO
“GOODS MADE”
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO
WE’RE
POPULAR THING
FOR
BROKEN THING
@WILLSH
SMITHERY.CO
17.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W

DAY TWO, PART ONE
JOHN V WILLSHIRE, SMITHERY

@WILLSH
SMI...
@WILLSH
SMITHERY.CO
MARKETING HAS BECOME
ADVERTISING MANAGEMENT

@WILLSH
SMITHERY.CO
IT’S HARDLY A NEW PROBLEM
@WILLSH
SMITHERY.CO
“ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION…

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

SMITHERY.C...
“ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTE...
“ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTE...
“ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTE...
“HAS MARKETING
FAILED,
OR WAS IT NEVER
REALLY TRIED?”
1985 PAPER BY STEPHEN KING, JWT

@WILLSH
SMITHERY.CO
FOUR
MARKETING
ROUTES TO
FAILURE...

@WILLSH
SMITHERY.CO
1

THRUST
MARKETING
@WILLSH
SMITHERY.CO
marketing silo

2

MARKETING
DEPARTMENT
MARKETING

@WILLSH
SMITHERY.CO
3

ACCOUNTANT’S
MARKETING
PAYBACK

JANUARY

DECEMBER

@WILLSH
SMITHERY.CO
4

FORMULA
MARKETING
x + Y
success =
z

@WILLSH
SMITHERY.CO
FOUR ESSENTIAL
ASPECTS OF REAL
MARKETING
@WILLSH
SMITHERY.CO
1

START WITH
THE CUSTOMER
@WILLSH
SMITHERY.CO
2

WORKING
OVER TIME
@WILLSH
SMITHERY.CO
CEO

3

USING ALL
RESOURCES

manufacturing
marketing

@WILLSH
SMITHERY.CO
4 INNOVATION
CREATIVITY THAT
DELIVERS VALUE

@WILLSH
SMITHERY.CO
ALL DEEPLY
LINKED TO
PRODUCT

@WILLSH

SMITHERY.CO
YET CURRENTLY,
MARKETING IS FAILING
@WILLSH
SMITHERY.CO
PEOPLE WOULD
NOT CARE IF 70%
OF BRANDS
DISAPPEARED
HAVAS MEDIA MEANINGFUL BRAND STUDY,
2012

@WILLSH
SMITHERY.CO
PEOPLE WOULD
NOT CARE IF 73%
OF BRANDS
DISAPPEARED
HAVAS MEDIA MEANINGFUL BRAND STUDY,
2013

@WILLSH
SMITHERY.CO
BRANDS ARE IN BAD SHAPE.
LITERALLY.
@WILLSH
SMITHERY.CO
@WILLSH
HTTP://RIVETIN.GS/PYRAMID

SMITHERY.CO
THE MODERN BRAND IS
LIKE A BITTORRENT FILE
@WILLSH
SMITHERY.CO
IMPOSSIBLE FOR
ANY ONE MIND TO
CONCEIVE...

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
LET’S TALK ABOUT
FRACKING...

@WILLSH
SMITHERY.CO
“FRACKING IS AN
AGGRESSIVE, INVASIVE
TECHNIQUE FOR
EXTRACTING VALUABLE
RAW MATERIALS OUT OF
HARD TO REACH PLACES”
PHIL ADA...
ATTENTION
IS THE
MOST
VALUABLE
RAW
MATERIAL
THERE IS
@WILLSH
SMITHERY.CO
one question I’m wrestling with:

ARE BRANDS
FRACKING THE
SOCIAL WEB?
@WILLSH
SMITHERY.CO
“I BELIEVE THAT THE FUTURE OF BRAND
COMMUNICATIONS LIES IN FINDING A
WAY TO BECOME PART OF COMMUNITIES,
AND COMMUNICATE WI...
THAT SOUNDS
REALLY ANNOYING
@WILLSH
SMITHERY.CO
YEP, REALLY ANNOYING.

@WILLSH
SMITHERY.CO
“OUR
CHALLENGE
IS THAT
PEOPLE
REALLY
DON’T CARE”
martin Weigel, W+K

@WILLSH
SMITHERY.CO
PERHAPS BRANDS AND THE
SOCIAL WEB ARE JUST VERY
DIFFERENT TYPES OF THING?

@WILLSH
SMITHERY.CO
LET’S THINK
A LITTLE ABOUT
“CONVERSATIONS”
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
WORKING WELL

COOPERATION

THE CRAFTSMAN
2008

TOGETHER
2012

WITH “CITIES”
TO FOLLOW...

THREE BOOKS ABOUT THE SKILLS PEO...
cooperation

“AN EXCHANGE IN
WHICH THE
PARTICIPANTS
BENEFIT FROM THE
ENCOUNTER”
@WILLSH
SMITHERY.CO
IT CONTAINS A
VERY USEFUL
WAY TO THINK
ABOUT
CONVERSATION
@WILLSH
SMITHERY.CO
“WHEN WE SPEAK ABOUT
COMMUNICATION SKILLS, WE FOCUS
ON HOW TO MAKE A CLEAR
PRESENTATION, TO PRESENT WHAT
WE THINK OR FEEL....
@WILLSH
SMITHERY.CO
CONVERSATION IS
ABOUT LISTENING
@WILLSH
SMITHERY.CO
BUT MORE IMPORTANT THAN
JUST LISTENING IS
LISTENING WELL
@WILLSH
SMITHERY.CO
“ LISTENING CAREFULLY

PRODUCES CONVERSATIONS
OF TWO SORTS...

THE DIALECTIC
AND THE DIALOGIC ”
RICHARD SENNETT, TOGETHER
...
WHAT THE F***?
@WILLSH
SMITHERY.CO
DIALECTIC
FROM WORK OF
GERMAN PHILOSOPHER
GWF HEGEL
THE INTERACTION AND
RESOLUTION BETWEEN
MULTIPLE IDEAS

@WILLSH
SMITHER...
DIALECTIC:

“THE AIM IS TO COME
EVENTUALLY TO A COMMON
UNDERSTANDING”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO
Cb

C

Gf

AD

AD

bA
A

b AD fAD
g

CD
b

C

Fe
D

E

Ge
F

G

H

DIALECTIC WANTS CONSENSUS

@WILLSH

SMITHERY.CO
...NO MATTER
HOW GOOD THAT
CONSENSUS IS
@WILLSH
SMITHERY.CO
DIALOGIC
FROM WORK OF RUSSIAN
PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT
RESOLVE ITSELF BY FINDING
COMMON GRO...
DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”

RICHARD SENNETT, ...
E
A C
H
G b
F D

IN DIALOGIC
CONVERSATION,
IDEOLOGIES COEXIST
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

THEY
CONSTANTLY
INTERACT AND
INFORM EACH
OTHER
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

EACH IDEOLOGY
CAN HOLD MORE
SALIENCE IN
CERTAIN
CIRCUMSTANCES
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

CHANGES CAN BE
MADE IF A
STRATEGY DOES
NOT HAVE THE
DESIRED EFFECT
@WILLSH
SMITHERY.CO
THIS MIGHT NOT JUST APPLY TO

“CONVERSATION”

@WILLSH
SMITHERY.CO
THIS INTERPLAY OF
IDEAS IS VERY
REMINISCENT OF
THE SOCIAL WEB...
@WILLSH
SMITHERY.CO
WHAT IF THERE
ARE DIALECTIC AND
DIALOGIC
STRUCTURES &
CULTURES TOO?
@WILLSH
SMITHERY.CO
ARE TRADITIONAL
MARKETING
STRUCTURES LIKELY
TO BE MORE
DIALECTIC?

@WILLSH
SMITHERY.CO
ARE SOCIAL WEB
PLATFORMS AND
COMPANIES MORE
DIALOGIC IN NATURE?

@WILLSH
SMITHERY.CO
IT WOULD HELP
EXPLAIN THE
CULTURE CLASH

@WILLSH
SMITHERY.CO
ARE BRANDS
INTENTIONALLY
FRACKING THE
SOCIAL WEB?
PERHAPS...
@WILLSH
SMITHERY.CO
OR IS IT THE FAULT OF A
MASSIVE CULTURAL DIVIDE?
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
YOUR TONE OF
ACTION IS WHAT
ATTRACTS PEOPLE

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
MODERN ECONOMICS:
THE VALUE OF A THING IS
DETERMINED BY WHAT ONE IS
WILLING TO GIVE UP TO OBTAIN
THE THING
@WILLSH
SMITHER...
THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING
IS DETERMINED BY THE
LABOUR THAT WENT
INTO ITS PRODUCTION
@WILLSH
SMITHE...
PERHAPS THERE’S A
LABOUR THEORY OF
BRAND VALUE*
*it might need a better name, mind
@WILLSH
SMITHERY.CO
FIELD NOTES
@WILLSH
SMITHERY.CO
£0.99
PER PAD

£3.33
PER PAD
@WILLSH
SMITHERY.CO
“MARKETING IS WORLD
BUILDING. WITH
UNLIMITED BANDWIDTH
WE CAN NOW SHOW YOU
THE WORLD.”
@TOBYBARNES
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind

@WILLSH
http:/...
WE’D RATHER BUY
THIS WORLD...
@WILLSH

SMITHERY.CO
...THAN
THIS WORLD
@WILLSH
SMITHERY.CO
BRANDS OFTEN
FIND THIS HARD
BECAUSE OF THEIR
HOLLOW FACTORY
@WILLSH
SMITHERY.CO
THERE ARE TWO
OPPOSITE FORCES
OF INNOVATION AT
WORK IN MOST BIG
BRANDS TODAY
@WILLSH
SMITHERY.CO
MAKE PRODUCT
VERY EFFICIENTLY
MAKE MARKETING
AS INTERESTING
AS POSSIBLE
@WILLSH
SMITHERY.CO
MARX WAS
HALF RIGHT...
@WILLSH
SMITHERY.CO
IT’S NOT
ABOUT THE
MEANS OF
PRODUCTION
@WILLSH
SMITHERY.CO
IT’S ABOUT THE
MEANING
IN PRODUCTION

@WILLSH
SMITHERY.CO
OVER HERE, IT’S WAY
EASIER TO CREATE
MEANING IN PRODUCTION
@WILLSH
SMITHERY.CO
BUT IT DEMANDS
DRAMATIC CHANGES IN
HOW WE WORK
@WILLSH
SMITHERY.CO
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY

COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO
LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO
17.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W

DAY TWO, PART TWO
JOHN V WILLSHIRE, SMITHERY

@WILLSH
SMI...
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY

COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO
COMPLEXITY
FRAGMENTATION

EXPERIMENTATION

COOPERATION
@WILLSH
SMITHERY.CO
FRAGMENTATION
EMBRACE THE
GRANULARITY OF
EVERYTHING YOU’VE
EVER DONE

@WILLSH
SMITHERY.CO
IT COULD BE
BLENDING
EVERYTHING
YOU DO NOW
WITH A RICH
TAPESTRY OF
YOUR PAST...
@WILLSH
SMITHERY.CO
OR IT COULD
BE SHOWING
EVERYONE
EVERYTHING
YOU DO TO
MAKE THEIR
THING...
@WILLSH
SMITHERY.CO
COOPERATION
IT’S ALL ABOUT PEOPLE,
AND WHAT THEY DO
TOGETHER TO MAKE
GREAT THINGS HAPPEN

@WILLSH
SMITHERY.CO
YEP.

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
HAVING LOTS OF
PEOPLE IN A
COMPANY MAKES
IT EASY...
@WILLSH
SMITHERY.CO
OWNING LOTS OF BRANDS
MAKES IT HARD

@WILLSH
SMITHERY.CO
COMPLEXITY
DON’T CONSOLIDATE.
FRAGMENT BY SECTOR,
PRODUCT,
COUNTRY,
REGION...
@WILLSH
SMITHERY.CO
THERE IS NO

“ONE SIZE
FITS ALL”
IN YOUTUBE

@WILLSH
SMITHERY.CO
WITH THE RIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
EXPERIMENTATION
SHOW PEOPLE THE
FUTURE YOU WANT TO
LIVE IN WITH THEM
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
YOU HAVE TO GIVE
UP SOMETHING
FOR EACH OF
THESE...
@WILLSH
SMITHERY.CO
TO EMBRACE

FRAGMENTATION
GIVE UP

PERFECTIONISM
SWAP IT FOR

CONTENT

@WILLSH
SMITHERY.CO
TO EMBRACE

COOPERATION
GIVE UP

CONTROL
SWAP IT FOR

COMMUNITY

@WILLSH
SMITHERY.CO
TO EMBRACE

COMPLEXITY
GIVE UP

CONSOLIDATION
SWAP IT FOR

SPEED
@WILLSH
SMITHERY.CO
TO EMBRACE

EXPERIMENTATION
GIVE UP

KNOWING
SWAP IT FOR

LEARNING
@WILLSH
SMITHERY.CO
LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO
TO EMBRACE

COMPLEXITY
GIVE UP

CONSOLIDATION
SWAP IT FOR

SPEED

TO EMBRACE

FRAGMENTATION

TO EMBRACE

GIVE UP

EXPERIME...
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
Hyper Island Open Masterclass
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Hyper Island Open Masterclass

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The complete set of slides I used for the Hyper Island Masterclass session I was part of, in London on 16th & 17th October 2013

Published in: Career, Business, News & Politics
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  • Outstanding content, John! Thank you for sharing as I received much value from it!
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  • Hello im amiramendy ,
    Looking for a best friend and partner to share my life with and great times. Someone I can communicate with on a honest and open manner.to share good times and bad times together and always be there for each other know matter what, someone who can make me laugh at the little things in life, also be there for when the tears fall, please let it be something real and not fake I await your response. Will be glad if you can send me your pictures through the above mentioned addresses thanks amira.mendy@yahoo.com
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Transcript of "Hyper Island Open Masterclass"

  1. 1. 16.10.2013 HYPER ISLAND OPEN MASTER CLASS 51.5260° N, 0.1035° W WHY MAKING THINGS PEOPLE WANT BEATS MAKING PEOPLE WANT THINGS JOHN V WILLSHIRE, SMITHERY @WILLSH SMITHERY.CO
  2. 2. 16.10.2013 HYPER ISLAND OPEN MASTER CLASS 51.5260° N, 0.1035° W DAY ONE - INTRO JOHN V WILLSHIRE, SMITHERY @WILLSH SMITHERY.CO
  3. 3. WHAT IS IT YOU ACTUALLY DO...? @WILLSH SMITHERY.CO
  4. 4. NOW I TELL PEOPLE... 1. THE LAST THING I DID 2. THE NEXT THING I’M DOING @WILLSH SMITHERY.CO
  5. 5. @WILLSH SMITHERY.CO
  6. 6. @WILLSH SMITHERY.CO
  7. 7. WHY AM I HERE? @WILLSH SMITHERY.CO
  8. 8. AND ISN’T IT QUITE FAR AWAY FROM MEDIA? @WILLSH SMITHERY.CO
  9. 9. WHAT IS MEDIA NOWADAYS? @WILLSH SMITHERY.CO
  10. 10. “ MEDIA IS A VEHICLE FOR KNOWLEDGE ” CESAR HIDALGO, MIT MEDIA LAB @WILLSH SMITHERY.CO
  11. 11. “ MEDIA IS THE CONNECTIVE TISSUE OF SOCIETY ” CLAY SHIRKY, NYU @WILLSH SMITHERY.CO
  12. 12. “ MEDIA IS HYBRID JUST LIKE BUILDINGS, DEVICES, SPACES, EVENTS ETC NOTHING IS ALL-DIGITAL ANY MORE THAN IT’S ALL-PHYSICAL ” DAN HILL, FABRICA @WILLSH SMITHERY.CO
  13. 13. MEDIA NOW STARTS AT PRODUCT CREATION @WILLSH SMITHERY.CO
  14. 14. @WILLSH SMITHERY.CO
  15. 15. A QUICK ASIDE, BASED ON WHAT ALAN TALKED ABOUT ON ‘CRAFTSMANSHIP’ @WILLSH SMITHERY.CO
  16. 16. @WILLSH SMITHERY.CO
  17. 17. 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, @WILLSH THE NATURE & ART OF WORKMANSHIP SMITHERY.CO
  18. 18. @WILLSH SMITHERY.CO
  19. 19. @WILLSH SMITHERY.CO
  20. 20. “WORK OF” @WILLSH SMITHERY.CO
  21. 21. “GOODS MADE” @WILLSH SMITHERY.CO
  22. 22. @WILLSH SMITHERY.CO
  23. 23. LET’S TRY SOMETHING @WILLSH SMITHERY.CO
  24. 24. WE’RE POPULAR THING FOR BROKEN THING @WILLSH SMITHERY.CO
  25. 25. 17.10.2013 HYPER ISLAND OPEN MASTER CLASS 51.5260° N, 0.1035° W DAY TWO, PART ONE JOHN V WILLSHIRE, SMITHERY @WILLSH SMITHERY.CO
  26. 26. @WILLSH SMITHERY.CO
  27. 27. MARKETING HAS BECOME ADVERTISING MANAGEMENT @WILLSH SMITHERY.CO
  28. 28. IT’S HARDLY A NEW PROBLEM @WILLSH SMITHERY.CO
  29. 29. “ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… @WILLSH SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK SMITHERY.CO
  30. 30. “ 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 @WILLSH SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK SMITHERY.CO
  31. 31. “ 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 OF THE CUSTOMER “ @WILLSH SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK SMITHERY.CO
  32. 32. “ 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 OF THE CUSTOMER “ JOHN MCKITTERICK, GE, 1957 @WILLSH SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK SMITHERY.CO
  33. 33. “HAS MARKETING FAILED, OR WAS IT NEVER REALLY TRIED?” 1985 PAPER BY STEPHEN KING, JWT @WILLSH SMITHERY.CO
  34. 34. FOUR MARKETING ROUTES TO FAILURE... @WILLSH SMITHERY.CO
  35. 35. 1 THRUST MARKETING @WILLSH SMITHERY.CO
  36. 36. marketing silo 2 MARKETING DEPARTMENT MARKETING @WILLSH SMITHERY.CO
  37. 37. 3 ACCOUNTANT’S MARKETING PAYBACK JANUARY DECEMBER @WILLSH SMITHERY.CO
  38. 38. 4 FORMULA MARKETING x + Y success = z @WILLSH SMITHERY.CO
  39. 39. FOUR ESSENTIAL ASPECTS OF REAL MARKETING @WILLSH SMITHERY.CO
  40. 40. 1 START WITH THE CUSTOMER @WILLSH SMITHERY.CO
  41. 41. 2 WORKING OVER TIME @WILLSH SMITHERY.CO
  42. 42. CEO 3 USING ALL RESOURCES manufacturing marketing @WILLSH SMITHERY.CO
  43. 43. 4 INNOVATION CREATIVITY THAT DELIVERS VALUE @WILLSH SMITHERY.CO
  44. 44. ALL DEEPLY LINKED TO PRODUCT @WILLSH SMITHERY.CO
  45. 45. YET CURRENTLY, MARKETING IS FAILING @WILLSH SMITHERY.CO
  46. 46. PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEARED HAVAS MEDIA MEANINGFUL BRAND STUDY, 2012 @WILLSH SMITHERY.CO
  47. 47. PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEARED HAVAS MEDIA MEANINGFUL BRAND STUDY, 2013 @WILLSH SMITHERY.CO
  48. 48. BRANDS ARE IN BAD SHAPE. LITERALLY. @WILLSH SMITHERY.CO
  49. 49. @WILLSH HTTP://RIVETIN.GS/PYRAMID SMITHERY.CO
  50. 50. THE MODERN BRAND IS LIKE A BITTORRENT FILE @WILLSH SMITHERY.CO
  51. 51. IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE... @WILLSH SMITHERY.CO
  52. 52. @WILLSH SMITHERY.CO
  53. 53. LET’S TALK ABOUT FRACKING... @WILLSH SMITHERY.CO
  54. 54. “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) @WILLSH SMITHERY.CO
  55. 55. ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS @WILLSH SMITHERY.CO
  56. 56. one question I’m wrestling with: ARE BRANDS FRACKING THE SOCIAL WEB? @WILLSH SMITHERY.CO
  57. 57. “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 @WILLSH SMITHERY.CO
  58. 58. THAT SOUNDS REALLY ANNOYING @WILLSH SMITHERY.CO
  59. 59. YEP, REALLY ANNOYING. @WILLSH SMITHERY.CO
  60. 60. “OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE” martin Weigel, W+K @WILLSH SMITHERY.CO
  61. 61. PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
  62. 62. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
  63. 63. @WILLSH SMITHERY.CO
  64. 64. WORKING WELL COOPERATION THE CRAFTSMAN 2008 TOGETHER 2012 WITH “CITIES” TO FOLLOW... THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO
  65. 65. cooperation “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
  66. 66. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
  67. 67. “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 @WILLSH SMITHERY.CO
  68. 68. @WILLSH SMITHERY.CO
  69. 69. CONVERSATION IS ABOUT LISTENING @WILLSH SMITHERY.CO
  70. 70. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
  71. 71. “ LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  72. 72. WHAT THE F***? @WILLSH SMITHERY.CO
  73. 73. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
  74. 74. DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  75. 75. Cb C Gf AD AD bA A b AD fAD g CD b C Fe D E Ge F G H DIALECTIC WANTS CONSENSUS @WILLSH SMITHERY.CO
  76. 76. ...NO MATTER HOW GOOD THAT CONSENSUS IS @WILLSH SMITHERY.CO
  77. 77. DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
  78. 78. DIALOGIC: “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  79. 79. E A C H G b F D IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
  80. 80. E A C H G b F D THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
  81. 81. E A C H G b F D EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
  82. 82. E A C H G b F D CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
  83. 83. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
  84. 84. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
  85. 85. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
  86. 86. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC? @WILLSH SMITHERY.CO
  87. 87. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
  88. 88. IT WOULD HELP EXPLAIN THE CULTURE CLASH @WILLSH SMITHERY.CO
  89. 89. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS... @WILLSH SMITHERY.CO
  90. 90. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
  91. 91. @WILLSH SMITHERY.CO
  92. 92. @WILLSH SMITHERY.CO
  93. 93. @WILLSH SMITHERY.CO
  94. 94. @WILLSH SMITHERY.CO
  95. 95. @WILLSH SMITHERY.CO
  96. 96. @WILLSH SMITHERY.CO
  97. 97. @WILLSH SMITHERY.CO
  98. 98. @WILLSH SMITHERY.CO
  99. 99. @WILLSH SMITHERY.CO
  100. 100. @WILLSH SMITHERY.CO
  101. 101. @WILLSH SMITHERY.CO
  102. 102. @WILLSH SMITHERY.CO
  103. 103. @WILLSH SMITHERY.CO
  104. 104. @WILLSH SMITHERY.CO
  105. 105. @WILLSH SMITHERY.CO
  106. 106. @WILLSH SMITHERY.CO
  107. 107. @WILLSH SMITHERY.CO
  108. 108. @WILLSH SMITHERY.CO
  109. 109. @WILLSH SMITHERY.CO
  110. 110. @WILLSH SMITHERY.CO
  111. 111. @WILLSH SMITHERY.CO
  112. 112. YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE @WILLSH SMITHERY.CO
  113. 113. @WILLSH SMITHERY.CO
  114. 114. @WILLSH SMITHERY.CO
  115. 115. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
  116. 116. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
  117. 117. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE* *it might need a better name, mind @WILLSH SMITHERY.CO
  118. 118. FIELD NOTES @WILLSH SMITHERY.CO
  119. 119. £0.99 PER PAD £3.33 PER PAD @WILLSH SMITHERY.CO
  120. 120. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
  121. 121. @WILLSH SMITHERY.CO
  122. 122. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind @WILLSH http://rivetin.gs/legoinside SMITHERY.CO
  123. 123. WE’D RATHER BUY THIS WORLD... @WILLSH SMITHERY.CO
  124. 124. ...THAN THIS WORLD @WILLSH SMITHERY.CO
  125. 125. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
  126. 126. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
  127. 127. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
  128. 128. MARX WAS HALF RIGHT... @WILLSH SMITHERY.CO
  129. 129. IT’S NOT ABOUT THE MEANS OF PRODUCTION @WILLSH SMITHERY.CO
  130. 130. IT’S ABOUT THE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  131. 131. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  132. 132. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
  133. 133. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO
  134. 134. LET’S TRY SOMETHING @WILLSH SMITHERY.CO
  135. 135. 17.10.2013 HYPER ISLAND OPEN MASTER CLASS 51.5260° N, 0.1035° W DAY TWO, PART TWO JOHN V WILLSHIRE, SMITHERY @WILLSH SMITHERY.CO
  136. 136. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO
  137. 137. COMPLEXITY FRAGMENTATION EXPERIMENTATION COOPERATION @WILLSH SMITHERY.CO
  138. 138. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE @WILLSH SMITHERY.CO
  139. 139. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
  140. 140. OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING... @WILLSH SMITHERY.CO
  141. 141. COOPERATION IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
  142. 142. YEP. @WILLSH SMITHERY.CO
  143. 143. @WILLSH SMITHERY.CO
  144. 144. @WILLSH SMITHERY.CO
  145. 145. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
  146. 146. OWNING LOTS OF BRANDS MAKES IT HARD @WILLSH SMITHERY.CO
  147. 147. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BY SECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
  148. 148. THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
  149. 149. WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING... @WILLSH SMITHERY.CO
  150. 150. @WILLSH SMITHERY.CO
  151. 151. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
  152. 152. @WILLSH SMITHERY.CO
  153. 153. @WILLSH SMITHERY.CO
  154. 154. @WILLSH SMITHERY.CO
  155. 155. @WILLSH SMITHERY.CO
  156. 156. @WILLSH SMITHERY.CO
  157. 157. YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE... @WILLSH SMITHERY.CO
  158. 158. TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAP IT FOR CONTENT @WILLSH SMITHERY.CO
  159. 159. TO EMBRACE COOPERATION GIVE UP CONTROL SWAP IT FOR COMMUNITY @WILLSH SMITHERY.CO
  160. 160. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED @WILLSH SMITHERY.CO
  161. 161. TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAP IT FOR LEARNING @WILLSH SMITHERY.CO
  162. 162. LET’S TRY SOMETHING @WILLSH SMITHERY.CO
  163. 163. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED TO EMBRACE FRAGMENTATION TO EMBRACE GIVE UP EXPERIMENTATION PERFECTIONISM GIVE UP SWAP IT FOR KNOWING CONTENT SWAP IT FOR TO EMBRACE COOPERATION LEARNING GIVE UP CONTROL SWAP IT FOR COMMUNITY @WILLSH SMITHERY.CO
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