How Our Work Might Work - Silicon Beach 2013
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How Our Work Might Work - Silicon Beach 2013

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A talk I gave at Silicon Beach 2013 in Bournemouth, about how the way in which brands, agencies and makers all might think about how they create the marketing for what it is they do.

A talk I gave at Silicon Beach 2013 in Bournemouth, about how the way in which brands, agencies and makers all might think about how they create the marketing for what it is they do.

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How Our Work Might Work - Silicon Beach 2013 How Our Work Might Work - Silicon Beach 2013 Presentation Transcript

  • SMITHERY.CO @WILLSH HOWOURWORK MIGHTWORK 05.09.2013 SILICONBEACH BOURNEMOUTH 50.7200°N,1.8800°W HTTP://RIVETIN.GS/SILB JOHNVWILLSHIRE,SMITHERY
  • SMITHERY.CO @WILLSH “WHATISITYOUACTUALLYDO...?”
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH “WORKOF”
  • SMITHERY.CO @WILLSH “GOODSMADE”
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH ASTRONG WORKING PRINCIPLE
  • SMITHERY.CO @WILLSH ANDAHEALTHYDOSE OFSPECULATION...
  • SMITHERY.CO @WILLSH “...MENOFSPECULATION,WHOSETRADEITIS NOTTODOANYTHING,BUTTOOBSERVE EVERYTHING;ANDWHO,UPONTHAT ACCOUNT,AREOFTENCAPABLEOF COMBININGTOGETHERTHEPOWERSOFTHE MOSTDISTANTANDDISSIMILAROBJECTS.” ADAMSMITH,THEWEALTHOFNATIONS,1776
  • SMITHERY.CO @WILLSH HERE’SSOMETHINGITALK ABOUTATSQUARED WWW.WEARESQUARED.COM WWW.GOOGLE.COM/+WEARESQUARED
  • SMITHERY.CO @WILLSH LET’STALKABOUT FRACKING...
  • SMITHERY.CO @WILLSH “FRACKINGISAN AGGRESSIVE,INVASIVE TECHNIQUEFOR EXTRACTINGVALUABLE RAWMATERIALSOUTOF HARDTOREACHPLACES” PHILADAMS,BLONDEDIGITAL (ANDCHEMICALENGINEERGRAD)
  • SMITHERY.CO @WILLSH ATTENTION ISTHE MOST VALUABLE RAW MATERIAL THEREIS
  • SMITHERY.CO @WILLSH AREBRANDS FRACKINGTHE SOCIALWEB? one question I’m wrestling with:
  • SMITHERY.CO @WILLSH “IBELIEVETHATTHEFUTUREOFBRAND COMMUNICATIONSLIESINFINDINGA WAYTOBECOMEPARTOFCOMMUNITIES, ANDCOMMUNICATEWITHTHEMINA WAYTHATISSHARED,PARTICIPATORY ANDRECIPROCAL” ME,FIVEYEARSAGO,BEINGADICK
  • SMITHERY.CO @WILLSH THATSOUNDS REALLYANNOYING
  • SMITHERY.CO @WILLSH YEP,REALLYANNOYING.
  • SMITHERY.CO @WILLSH “OUR CHALLENGE ISTHAT PEOPLE REALLY DON’TCARE” martin Weigel, W+K
  • SMITHERY.CO @WILLSH PERHAPSBRANDSANDTHE SOCIALWEBAREJUSTVERY DIFFERENTTYPESOFTHING?
  • SMITHERY.CO @WILLSH LET’STHINK ALITTLEABOUT “CONVERSATIONS”
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH THREEBOOKSABOUTTHESKILLSPEOPLE NEEDTOSUSTAINEVERYDAYLIFE THECRAFTSMAN 2008 TOGETHER 2012 WITH“CITIES” TOFOLLOW... WORKINGWELL COOPERATION
  • SMITHERY.CO @WILLSH “ANEXCHANGEIN WHICHTHE PARTICIPANTS BENEFITFROMTHE ENCOUNTER” cooperation
  • SMITHERY.CO @WILLSH ITCONTAINSA VERYUSEFUL WAYTOTHINK ABOUT CONVERSATION
  • SMITHERY.CO @WILLSH “WHENWESPEAKABOUT COMMUNICATIONSKILLS,WEFOCUS ONHOWTOMAKEACLEAR PRESENTATION,TO PRESENTWHAT WETHINKORFEEL...” RICHARDSENNETT,TOGETHER
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH CONVERSATIONIS ABOUTLISTENING
  • SMITHERY.CO @WILLSH BUTMOREIMPORTANTTHAN JUSTLISTENINGIS LISTENINGWELL
  • SMITHERY.CO @WILLSH LISTENINGCAREFULLY PRODUCESCONVERSATIONS OFTWOSORTS... THEDIALECTIC ANDTHEDIALOGIC “ ” RICHARDSENNETT,TOGETHER
  • SMITHERY.CO @WILLSH WHATTHEF***?
  • SMITHERY.CO @WILLSH DIALECTIC FROMWORKOF GERMANPHILOSOPHER GWFHEGEL THEINTERACTIONAND RESOLUTIONBETWEEN MULTIPLEIDEAS
  • SMITHERY.CO @WILLSH DIALECTIC: RICHARDSENNETT,TOGETHER “THEAIMISTOCOME EVENTUALLYTOACOMMON UNDERSTANDING”
  • SMITHERY.CO @WILLSH DIALECTICWANTSCONSENSUS A b C D E F G H bA CD Fe Ge C ADb G ADf C ADb ADfg
  • SMITHERY.CO @WILLSH ...NOMATTER HOWGOODTHAT CONSENSUSIS
  • SMITHERY.CO @WILLSH DIALOGIC FROMWORKOFRUSSIAN PHILOSOPHERMIKHAILBAHKTIN “ADISCUSSIONTHATDOESNOT RESOLVEITSELFBYFINDING COMMONGROUND...”
  • SMITHERY.CO @WILLSH “[PEOPLE]BECOME MOREAWAREOF THEIROWNVIEWS ANDEXPANDTHEIR UNDERSTANDING OFONEANOTHER” RICHARDSENNETT,TOGETHER DIALOGIC:
  • SMITHERY.CO @WILLSH INDIALOGIC CONVERSATION, IDEOLOGIESCOEXIST A b C D E F G H
  • SMITHERY.CO @WILLSH THEY CONSTANTLY INTERACTAND INFORMEACH OTHER A b C D E F G H
  • SMITHERY.CO @WILLSH EACHIDEOLOGY CANHOLDMORE SALIENCEIN CERTAIN CIRCUMSTANCES A b C D E F G H
  • SMITHERY.CO @WILLSH CHANGESCANBE MADEIFA STRATEGYDOES NOTHAVETHE DESIREDEFFECT A b C D E F G H
  • SMITHERY.CO @WILLSH THISMIGHTNOTJUSTAPPLYTO “CONVERSATION”
  • SMITHERY.CO @WILLSH THISINTERPLAYOF IDEASISVERY REMINISCENTOF THESOCIALWEB...
  • SMITHERY.CO @WILLSH WHATIFTHERE AREDIALECTICAND DIALOGIC STRUCTURES& CULTURESTOO?
  • SMITHERY.CO @WILLSH ARETRADITIONAL MARKETING STRUCTURESLIKELY TOBEMORE DIALECTIC?
  • SMITHERY.CO @WILLSH ARESOCIALWEB PLATFORMSAND COMPANIESMORE DIALOGICINNATURE?
  • SMITHERY.CO @WILLSH ITWOULDHELP EXPLAINTHE CULTURECLASH
  • SMITHERY.CO @WILLSH AREBRANDS INTENTIONALLY FRACKINGTHE SOCIALWEB? PERHAPS...
  • SMITHERY.CO @WILLSH ORISITTHEFAULTOFA MASSIVECULTURALDIVIDE?
  • 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 @WILLSH YOURTONEOF ACTIONISWHAT ATTRACTSPEOPLE
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHINGIS DETERMINEDBYWHATONEIS WILLINGTOGIVEUPTOOBTAIN THETHING
  • SMITHERY.CO @WILLSH THELABOURTHEORYOFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION
  • SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *it might need a better name, mind
  • SMITHERY.CO @WILLSH FIELDNOTES
  • SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD
  • SMITHERY.CO @WILLSH “MARKETINGISWORLD BUILDING. WITH UNLIMITEDBANDWIDTH WECANNOWSHOWYOU THEWORLD.” @TOBYBARNES
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
  • SMITHERY.CO @WILLSH WE’DRATHERBUY THISWORLD...
  • SMITHERY.CO @WILLSH ...THAN THISWORLD
  • SMITHERY.CO @WILLSH BRANDSOFTEN FINDTHISHARD BECAUSEOFTHEIR HOLLOWFACTORY
  • SMITHERY.CO @WILLSH THEREARETWO OPPOSITEFORCES OFINNOVATIONAT WORKINMOSTBIG BRANDSTODAY
  • SMITHERY.CO @WILLSH MAKEPRODUCT VERYEFFICIENTLY MAKEMARKETING ASINTERESTING ASPOSSIBLE
  • SMITHERY.CO @WILLSH MARXWAS HALFRIGHT...
  • SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION
  • SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION
  • SMITHERY.CO @WILLSH OVERHERE,IT’SWAY EASIERTOCREATE MEANINGINPRODUCTION
  • SMITHERY.CO @WILLSH BUTITDEMANDS DRAMATICCHANGESIN HOWWEWORK
  • SMITHERY.CO @WILLSH COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  • SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHINGYOU’VE EVERDONE FRAGMENTATION
  • SMITHERY.CO @WILLSH I’MREALLYINTERESTEDINTHEMAKING OF‘IT’-WHERETHEMAKINGISPARTOF THESTORYOFTHE‘IT’... THOMASHEATHERWICK “ ”
  • SMITHERY.CO @WILLSH ITCOULDBE BLENDING EVERYTHING YOUDONOW WITHARICH TAPESTRYOF YOURPAST...
  • SMITHERY.CO @WILLSH ORITCOULD BESHOWING EVERYONE EVERYTHING YOUDOTO MAKETHEIR THING...
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH IT’SALLABOUTPEOPLE, ANDWHATTHEYDO TOGETHERTOMAKE GREATTHINGSHAPPEN COOPERATION
  • SMITHERY.CO @WILLSH YEP.
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANYMAKES ITEASY...
  • SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH DON’TCONSOLIDATE. FRAGMENTBYSECTOR, PRODUCT, COUNTRY, REGION... COMPLEXITY
  • SMITHERY.CO @WILLSH THINKOFITTHISWAY YOUAREANOPERATINGSYSTEM
  • SMITHERY.CO @WILLSH THEREISNO“ONE SIZEFITSALL” INYOUTUBE
  • SMITHERY.CO @WILLSH WITHTHERIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOUWANTTO LIVEINWITHTHEM
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH “IT’SNOTRESEARCHAND DEVELOPMENT,BUT PERSISTENCEOFVISION...” STUARTWOOD HEADOFINNOVATION HEATHERWICKSTUDIO
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH WHICHALLSOUNDSAMAZING BUTHERE’STHECATCH YOUHAVETOGIVEUP SOMETHINGFOREACHOFTHESE
  • SMITHERY.CO @WILLSH GIVEUP PERFECTIONISM TOEMBRACE FRAGMENTATION SWAPITFOR CONTENT
  • SMITHERY.CO @WILLSH GIVEUP CONTROL TOEMBRACE COOPERATION SWAPITFOR COMMUNITY
  • SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED
  • SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING
  • SMITHERY.CO @WILLSH “LEARN,THINKAND THRIVEINTHE CONTEXTOFWORKING WITHMULTIPLE PERSPECTIVESAND ULTIMATE UNCERTAINTY” RUPERTWEGERIF
  • SMITHERY.CO @WILLSH
  • SMITHERY.CO @WILLSH “WHATISITYOUACTUALLYDO...?” TELLPEOPLETHELASTTHINGYOUDID, ANDTHENEXTTHINGYOU’REDOING. THENLISTENWELL.
  • SMITHERY.CO @WILLSH THANKYOU john v willshire http://smithery.co @willsh john@smithery.co artefact cards - http://shop.smithery.co