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

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Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want?

Why the future of marketing depends on rebalancing our choice between creating demand, or exploting demand. Make People Want Things, or Make Things People Want?

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

  • 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
  • how?
  • 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
  • make
  • 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
  • “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
  • “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
  • want
  • 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