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 organizations develop trust and community in an age of transparency.

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

  1. 1. Kyle STUDSTILLFailure or Interesting?@kylecameron
  2. 2. FAILURE DOES NOT EXIST FOR PEOPLE WHO CAN TELL STORIESFAILURE IS JUST WHATWE CALL EXPERIENCES THAT ARE NOTINTERESTING – THOSE WITHOUT STORY
  3. 3. Starting point #1 of 2– How I came to learn this
  4. 4. “Kyle, what was it like being in Kuwait?” + Warehouses full of water Nothing else
  5. 5. CLEARLY THIS ISFAILURE
  6. 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. 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. 8. BUT IS IT MUSIC???IS IT INTERESTING ted.com/talks/mark_applebaum_the_mad_scientist_of_music.html
  9. 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. 10. IT IS NOT ENOUGH TOLEARN FROM FAILURE YOU HAVE TO MAKE YOUR FAILURES INTERESTING
  11. 11. Starting point #2 - Storytelling, or:Ontological ReappropriationThe art of making things interesting PositioningHOW IT WORKS LiesWHY IT WORKS Authority
  12. 12. POSITIONING 101:If it’s not working for you,call it something elseExhibit A: NYC garbage Exhibit B: NYCgarbage.com
  13. 13. ONTOLOGY
  14. 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. 15. BUT KYLE, USING STORY TO MAKE ONETHING SOMETHING IT’S NOT…ISN’T THAT JUST LYING?
  16. 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. 17. TRADITIONAL ENVIRONMENTS SUBSTANCEISSUER AUDIENCE ISSUES EXPRESSES AUTHORITY AUTHORITY
  18. 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. 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. 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

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