Building A New Agency OS - Google #Firestarters

Building a new agency OSGoogle #Firestarters 3 | 27.09.11Mel Exon, BBH Labs@bbhlabs @melex

Text Clue: it’s not this Photo credit: Luca Zanier

...nor this. Photo credit: Luca Zanier

so what might it be?

learning to love uncertainty >>

"65 percent of children entering grade schoolthis year will end up working in careers thathavent even been invented yet."Cathy N. Davidson, Duke University, via theatlantic.com

so, let’s start by agreeing on the present >>

the pace of change... exponential?“.. we are living through the greatestrevolution ever seen in the potential forhuman achievement and humanconnection.”Ben Hammersley

the pace of change... exponential or logarithmic?“.. we are living through the greatestrevolution ever seen in the potential forhuman achievement and humanconnection.” “That’s okay. It was ever thus.”Ben Hammersley Matt Edgar

"we’ve been releasing a newversion of our mobile OS,Android, every quarter... not toolong ago we had operatingsystems that got released everyfew years. That’s a huge change."Larry Page, Google shareholders meeting, June 2011

"the question we’re alwaysasked is ‘Why do you have tokeep changing theplatform?’. My answer tothat... you’re welcome.”Boz, Facebook Studio Live, London, Sept 2011

so... we might as well get used to it :)

a hypothesis guess about what this meansfor marketing

Marketing Singularity?The best marketing becomes so useful or entertainingit becomes indistinguishable from the product orservice it promotes...think: ongoing platforms as OS, campaigns as apps

Marketing Singularity?The best marketing becomes so useful or entertainingit becomes indistinguishable from the product orservice it promotes...think: ongoing platforms as OS, campaigns as apps(potentially) marketing as profit centre, not just cost

the task of an agency becomes ruthlessly simple.What can we do to deliver marketing that reflects anew reality?Useful | Entertaining | Epic

what kind of agency OS does this demand?

reductive thinking everywheresilicon vs carbon‘big is a collection of smalls’networked, vs in a networkrenaissance (w0)menmake real thingscuriosity & constant learning youareyou.net/calltrace/

“We launched Kickstarter, added a bunch of complicatedfeatures, then removed all of them... Simplify to the essence”Yancey Strickler“Photo sharing [on Burbn Inc] was one slice of many.. as weworked on that, we realised we were doing far too much.We cut everything, apart from photos.”Kevin Systrom

Minimum Viable ProductSound familiar?great strategy and great creative have *always*been about the art of sacrifice.the task now is to apply this mindset throughoutthe agency process; reduce to MVP, then listen(data) & pivot as required......don’t launch & leave.

stability creation of new many new infrastructural infrastructural technology technologies followed by rapid disruption frequent disruption smaller periods of stability stabilityyears years S curve - stable over decades the present - and likely future Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison, via Stephanie & Bryan Rieger @ Yiibu.com

“The world might be digital, but people are analog. Siliconbased technologies continuously improve and are emotionfree. Carbon-based life form’s (ie humans) ability toprocess and adjust is not scaling at the rate of digitalchange. This divide will be one that will be addressed bysuccessful companies.”Rishad Tobaccowala, VivaKi Photo credit: Joern Roede & Jonathan Pimay

nimble, task-based teams UX/creative strategist tech Program client designer manager data broker analyst

“big is a collection of smalls”Nigel Bogle

networked, versus in a network

foster renaissance (wo)men

make real things Source: ﬂickr.com/photos/tbuser/

stay curious

thank youGoogle #Firestarters 3 | 27.09.11Mel Exon, BBH Labs@bbhlabs @melex

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Building A New Agency OS - Google #Firestarters

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