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KYLE STUDSTILL: Is it Failure?  Or is it Interesting?
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KYLE STUDSTILL: Is it Failure? Or is it Interesting?

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Kyle has used his background in trends and innovation to build a strategic design consultancy for the collaborative economy. He and his partners design functional business strategies that help …

Kyle has used his background in trends and innovation to build a strategic design consultancy for the collaborative economy. He and his partners design functional business strategies that help organizations develop trust and community in an age of transparency.


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  • 1. Kyle STUDSTILLFailure or Interesting?@kylecameron
  • 2. FAILURE DOES NOT EXIST FOR PEOPLE WHO CAN TELL STORIESFAILURE IS JUST WHATWE CALL EXPERIENCES THAT ARE NOTINTERESTING – THOSE WITHOUT STORY
  • 3. Starting point #1 of 2– How I came to learn this
  • 4. “Kyle, what was it like being in Kuwait?” + Warehouses full of water Nothing else
  • 5. CLEARLY THIS ISFAILURE
  • 6. KYLE’S CAREER PATH, OR: THE UNCANNY VALLEY OF MARKETING+audience interest INTELLIGENCE “INNOVATION (DATA) ANALYSIS CONSULTANT”?? MESSAGE SEMIOTICS required understanding of *actual* marketing - ADVERTISING
  • 7. BUT IS IT “ESCAPE”? ELEVATOR CAREER “ESCAPE” “ESCAPE”TOO LITERAL TOO ABSTRACT ???????? PRACTICAL METAPHOR: JUST “ESCAPE” ENOUGH THAT AN AUDIENCE CAN APPLY A PRACTICAL LESSON TO THEIR OWN LIVES
  • 8. BUT IS IT MUSIC???IS IT INTERESTING ted.com/talks/mark_applebaum_the_mad_scientist_of_music.html
  • 9. “The Mud Tub is an organic interface thatallows people to control a computer whileplaying in the mud.” BUT IS IT USEFUL??? ISBUT INTERESTING IT WHAT IS IT FOR??? IS IT INTERESTING tomgerhardt.com/mudtub flickr.com/photos/ugotrade/3536775424
  • 10. IT IS NOT ENOUGH TOLEARN FROM FAILURE YOU HAVE TO MAKE YOUR FAILURES INTERESTING
  • 11. Starting point #2 - Storytelling, or:Ontological ReappropriationThe art of making things interesting PositioningHOW IT WORKS LiesWHY IT WORKS Authority
  • 12. POSITIONING 101:If it’s not working for you,call it something elseExhibit A: NYC garbage Exhibit B: NYCgarbage.com
  • 13. ONTOLOGY
  • 14. KYLE THE COGNITIVE SCIENCE &ADVERTISING DOUBLE-MAJOR Cognitive Science Advertising Program Program 20% Psychology 40% Photoshop Artificial 20% Intelligence 20% Linguistics 20% Anthropology 60% Crap Philosophy 20% of Mind
  • 15. BUT KYLE, USING STORY TO MAKE ONETHING SOMETHING IT’S NOT…ISN’T THAT JUST LYING?
  • 16. WE LIVE IN AN AGE OF TRANSPARENCY IN TRANSPARENT ENVIRONMENTS, THEWEIGHT OF AUTHORITY IS ASSIGNED BY ITS AUDIENCE, NOT BY ITS ISSUER (wtf is going on here??)
  • 17. TRADITIONAL ENVIRONMENTS SUBSTANCEISSUER AUDIENCE ISSUES EXPRESSES AUTHORITY AUTHORITY
  • 18. AGE OF TRANSPARENCY:AUTHORITY NOW COMES FROM STORY, BUT ONLY IFTHE STORYTELLER CAN MAKE THE AUDIENCEINTERESTEDISSUER SUBSTANCE AUDIENCE Organization “Chief Jedi Wizard of Customer Happiness Ninja”
  • 19. FAILURE DOES NOT EXIST FOR PEOPLE WHO CAN TELL STORIES (AND MAKE PEOPLE INTERESTED!) USE ALL YOUREXPERIENCES TO MAKEPEOPLE INTERESTED IN WHAT YOU DO
  • 20. BUSINESS STRATEGY kyle@threekings.co+ @kylecameron Three Kings⊕audience interest INTELLIGENCE “INNOVATION THANKS! (DATA) ANALYSIS CONSULTANT”?? MESSAGE SEMIOTICS required understanding of *actual* marketing - ADVERTISING