The Future of Marketing: Make Things People Want or Make People Want Things?

john v willshire, smithery twitter - @willshIdeja X, Croatia, 2012

hellobokoh hai

my name is johni can be hard tounderstand

I can’t speakgermani do run aone-man-studioit is calledsmithery

i help businessessolve problems

it’s somethingto do withthese things

but it ismessierthan that

i startedwritingit on blankplayingcards

ideas youcan stepinside

creation of exploitation demand of demand

creation of exploitation demand of demand not a choice, a balance

creation of demand exploitation of demand yet we seem to do more of This >>

it made methink of these

easter island - 1722 • population of 2000 • 64 square miles • 1,400 miles from the nearest inhabitable place • 2,000 miles from the nearest continent

no trees

200 giant statues30ft high80 tons

the originalsettlers arrivedin massive canoes

the island they found wascovered in trees

survive thrive finite resources

3. you can’t survive 1. too much of this...2. this alldisappears...

there are over 700 unfinishedstatues on easter islandthey kept making them rightuntil the trees ran out...

is our predicamentreally that bad?

creation of exploitation demand of demand finite resources

people wouldnot care if70%of brandsdisappeared havasbrand study meaningful Media

MakeThings Makepeoplewant people want Things we need to redress the balance

12 four ways to make things3 people want4

The makerused to be themarketer

makingis thinking

antonioStradivari’sworkshopcreated thefineststringedinstrumentsof all time

he left it to hissons, who hadworked beside himall their lives.

the workshopclosed withintwenty years.

“he could notteach either ofthem how to bea genius.” Sennett on Stradivari

The marketingdied withthe maker

even the mostbrilliant mindscannot cheat death

Though they try...

branding was the next best thing

[ ] long section on 100 years of brand evolution

yet we’re still incrediblyfocussed on ‘the maker’

“when the founder is stillthere, people respect thebrand in a way thatdoesn’t happen when thereins have been handeddown over and over” Entrepreneur magazine Apr 12

And the makers don’t seemtoo bothered about ‘brand’

“I dont believe inbrands. Peoplebuy our product,not our company. Youre only asgood as your lastproduct.” James Dyson

yet when they do depart...who replacesthe maker?

Sometimesthere areweirdreplacements

product designer at hp?

packagingdesigner atdiet coke?

creative director of polaroid?

creative director of intel?

but usuallythere aresafereplacements

“accountantsdrift to the top ” stephen king, jwt, 1985

0.6 51%0.45 36% ftse 100 0.3 24% ceos with0.15 finance 0 backgrounds 1996 2008 2012 source - Robert Half / Hendricks & Struggles

MakeThings Makepeoplewant people want Things Safe pair of hands

those nice people infinancelike the wrong sort ofmarketing

( you should really read )Has MarketingFailed, or was itnever really tried?1985 paper by Stephen king, JWT

four marketingroutes to failure

1 thrust marketing

2 marketing department marketing silo marketing

3 marketing accountant’s payback january december

4 marketing formula x + Y success = z

four essentialaspects ofrealmarketing

1 start with the customer

2 over time working

3 resources using all CEO marketing manufacturing

4 innovating

all deeplylinked to theproduct

1 be a real marketer234

things

what do marketers knowabout making things...?

you are theruiners of allthingsgood bill hicks on marketers

with this ad,sadden us, you will

there is nothinginterestingabout our worldlet’s borrowsomeone else’s

you are theruiners of allthingsgood bill hicks on marketers

marketinghas driftedtoo far fromproductreality

the atoms of a product, or the seconds spent with a service

the feelings we getfrom buying, using orexperiencing the thing

the twocannot beseparated

pre-industrial industrial network

pre-industrial brands sufferedthe stradivari problem

mass-productionbranding helpedsolve that problem

strip out andreplicate the essence of the maker

the art ofbranding wascompression

companiesstill seektheir fortunein the ideasof a longdead mind...

compressiondon’t work forthis world

every timewe blinka brandchanges

which can be disconcertingif you are used toconsistency

“I struggle to identify aconsistent set ofmeasures across ourdigital campaigns” John Woods Coke, GB & Ireland

it will get a lot, lot stranger

we will needautomation &Robots tounderstand it allthis will scareand confuse usThe NEw yorker, 1946

don’t lose sleep over it...“We use the wordmachines in place ofsoftware designed bypeople predicated on aset of culturalassumptions...” kim plowright

but don’tpretend itisn’t happening

“Nostalgia isn’t a business Model” john naughton http://memex.naughtons.org/archives/2012/04/05/15944

“We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.” Bud Caddellgraphic from http://whtebkgrnd.tumblr.com/

don’t fightfragmentationaccelerate it

fragmentation doesn’tdestroy brand valueit demonstrates value....or lack of it

there’s a different way to think about value...the labourtheory of value

developed ...and laterby adam by karlsmith... marx

modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing

The labour theory of valuethe value of something isdetermined by the labourthat went into its production

£0.99 £3.33per pad per pad

“marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes, AKQA

it’s easier tobuy this world...

...thanthis world

What if we stitched smaller ideas together to createa longer idea? What if we stitched smaller ideastogether to create a longer idea? What if we stitchedsmaller ideas together to create a longer idea? Whatif we stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? Gareth Kay What ifwe stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? What if we stitchedsmaller ideas together to create a longer idea? What

world building world borrowing

“The internet is biasedtowards fact. Peopledon’t care about yourbrand mythology, theycare about where yourproduct is made andwhat’s in it.” douglas rushkoff

Labour theoryof brand value:show the constantadditions to theessence and thesubstance

1 be a real marketer2 let the deeds show34

people

staringat peopleis rude

staring down atpeople is a forceof habit...

“We do what we do largely becauseof our interaction with - and underthe influence of - others.And mostly without realising it.” Mark Earls, Herd

stop staringat peoplestart lookingbetween them

differentpeoplewantdifferentthings

how do you lookbetween people?

anthropologish**not hardcore anthropology, before anyone gets angry

archeology culture four disciplineslanguage social

fuck yeaharcheology !

oh..... thatarcheology

diggingaround in thethings folkleave behind

unseen UK, 2006photos by the people at royal mail

look for the things thatshow you what peopleare capable of...

language

google gets it wrong:Provjerite štoljudi žele

a friend helps itget better?

we want a... strapline three values proposition

200million we need a... dictionary lexicontweets phrase bookper day

it matters what they say about you not what you say about you

culturedon’t look forthings that unitelook for thingsthat divide...

“We seek out theseobsessives, maniacsand eccentricsbecause they canhelp us get to big,breakthrough ideas” Brian Miller, Sense Worldwide

social... ...hang on, we know about this one...

facebook offersa partial glanceof the intangiblehalf of yoursocialfootprint

galvanism: when we thought electricity would curefrom “The Craftsman” by Richard sennett all disease

facebook doesnot offerintimations ofthe sublimehttp://jeffberryman.com/2011/05/19/counting-on-the-sublime/

always look through two lenses Material & virtual_____.jpg by Alan Belcher

what’s fascinating is wherethe two now begin to meet People like the clothes online, appears on hangers in store C&A, Brasil

archeology culture look between peoplelanguage social

1 be a real marketer2 let your deeds show3 look between people4

threedifferentwants peter doyle, Value-Based Marketing

incipient wantsthings whichpeople want, buthave no idea aboutuntil they see it.

the thingsthat sellthemselves

latent wantsthings there areno presentsolutions for, butare easy forpeople to describe

existing wantsthings we alreadyknow we want, forwhich there areplenty of willingsuppliers...

existing wants...this is where theinteresting shit islet’s think aboutcoffee, for example

“like yacht racing,modern markets are anenvironment definedsolely by the positionof the competitors,rather than by anyabsolute geography” John Cronk

Coffee was the Vendée globe

you needed asuper-yachtto be in therace, nevermind scorepoints

The internet isa very lenientrace judgeit lets anysmall boatjoin in...

i am a bit geekyabout coffee...

i can find agreat place tobuy coffeewhenever I’mout and about

I can blendmy owncoffee tosuit my owntasteprofile.And name it

I can watch509 videosabout howto use anaeropress

I can read 19,200,000 internetlinks on coffee farm soil reports* *i haven’t

ikawa coffee systemi could even start roasting coffee at home

amongst myfriends, I am anovice

so what’s happening?

Talent hits a target no one else can hitgenius hits a targetno one else can see arthur Schopenhauer

the big boats find it hardto see all the little boats

all of theirresearch tools aregeared to look atthe directcompetitorsmarketers copyeach other justlike everyone else

It should still be possibleto do something though...?

thisis yourbestresponse?

barista style....?

baristastyle isfreehugs

nofreehugs

but we havemarketshare?

it never starts with peoplewho want market share...

there arealways peoplewho are moregeeky aboutyour marketthan you...

make something they can believe in

you have to want tomake a difference

To Do a common thinguncommonly wellbrings success henry john heinz

uncommonly wellis now a lot harder to achieve than it used to be

want to makes things well

want to tellyour story

want to create demand

people willonly wantthe thingsyou makeas much asyou want tomake them.

1 be a real marketer2 let your deeds show3 look between people4 want to make things

that sounds... hard where do i start?

think of itthis wayyou are anoperatingsystem

they’re not consumersthey’re users

they will make great things that you are afraid to makeby David Lee, howstrange.com

they will take your things and make other things

but they always haveJingle Bells, Batman smells,Robin flew away.Kojak lost his lollipopAnd bought a Milky Way trad. children’s song, 1960’s onwards

open up your operating system

celebrate the passionateoutsiders who use your platform

partner withpeople whoare better atrunning yourplatform

use yourplatform toshare valuewatching yourshitty hologramhas no value

use your platform for good things

listen to thecustomerswho’ve beenbegging foran openplatform

remember which side you are on

wefightfortheusers

hvala john v willshire twitter - @willsh http://smithery.co/blogthank you john@smithery.co

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The Future of Marketing: Make Things People Want or Make People Want Things?

by John V Willshire

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