The Building Blocks of Culture
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The essential building blocks of culture. This was based on a talk developed by myself and Dave Duarte. I expect this to evolve but thought this is a share worthy version 1.0
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The Building Blocks of Culture
- 2. THE QUESTION IS NOT TECHNOLOGY THE QUESTION IS SOCIETY
- 5. PEOPLE The people and message carriers in an organisation define the culture, choose who you work with carefully.
- 6. “THE 5 PEOPLE YOU SURROUND YOURSELF WITH THE MOST, WILL INFLUENCE YOU THE MOST IN LIFE.” Nicholas Christakis
- 7. SURROUND YOURSELVES WITH THE FREAKS If you want to do something extraordinary, go and talk to some extraordinary people.
- 8. ARTEFACTS The physical objects and the architectural design we surround ourselves with will shift culture.
- 9. PHYSICAL CUES REMIND US OF CULTURAL VALUES If you want your agency to do more international award winning digital work, only display international digital awards.
- 10. Jeff Bezos famously kept a chair free at the boardroom to represent the customers voice. It was a powerful physical cue for the Amazon board to help them not forget one of the most important groups of people.
- 11. RITUALS Rituals reinforce behaviour, and build skills. Rituals are things that happen often, and regularly, whether they are convenient or not.
- 12. The events we run and attend regularly, have a huge impact on our culture.
- 13. TECHNOLOGY Technology, i.e. anything invented after we were born, has a huge impact on culture and society. It tends to take 10 years for a new big tech trend to shift the worlds culture at large.
- 14. “WE SHAPE OUR TOOLS, AND THEREAFTER OUR TOOLS SHAPE US.” Marshall McLuhan
- 15. THE TECHNOLOGY WE CHOOSE TO NOT USE, ALSO HAS A HUGE EFFECT ON CULTURE.
- 16. STORIES The stories we choose to tell internally and externally have a huge effect on culture and how people perceive your brand. Similarly how we choose to communicate also impacts culture. e.g. Do we email each other in a open & friendly manner, or do we make it corporate and impersonal?
- 17. “A FACT, WRAPPED IN A STORY IS 22-TIMES MORE MEMORABLE.” Jerome Bruner
- 18. A BRAND ISN’T JUST MADE, IT’S BUILT UP OVER TIME. DEVELOP A CULTURE THAT MAKE BETTER SMALL IDEAS
Editor's Notes
- From tech for techs sake to a more humanising tech (making it feel more natural). Culturally humans are massively influenced by the tech they use (Think Cars / Computers / planes / smartphones / light bulbs) – with phones increasingly we spend more and more in-between moments on our phones, that is going to shift our outlook on the world and change the way we do things.
- PARTS is a way of working out the key pieces that define and make up culture - Whether its ancient culture or company culture it remains the same remains the same
- Identify the message carriers, choosing selecting who you work with, defines the culture,
- From sociologist Nicholas Christakis who studies the effects our social networks have on us– (this applies to everything in your / your companies world – attitude, health, wealth, even weight).
- extreme customers – you’ll learn more from them - If you want to do something extraordinary, go and talk to some extraordinary people. e.g. a company needed to develop some products to prevent blisters and sweaty feet,: who wears really uncomfortable shoes but needs to keep their feet looking nice? dominatrices. Or - A greetings card manufacturer wanted to create some new characters. So an agency recruited some teddy bear collectors to talk about ninja owls and other unbearably cute ideas.
- The artifacts, meaning the physical objects and the design we surround ourselves with will shift culture. The Great Sphinx of Giza – Lion body and human head (Cats always essential in a digital presenation) built in circa 2550BC. Was used to show strength.
- With things like awards if we show lots of digital awards we will end up naturally shifting that way, whatever we show will have an effect.
- Jeff Bezos always kept a chair free at the boardroom so the customer had a voice, it’s a powerful physical cue for them to not forget one of the most important people.
- Ritual reinforce behavior, and build skills etc – rituals are things that happen often weather they are convenient or not Ancient spring Indian Hindu festival known as the festival of colours or the festival of love. The idea was to bring the rich and poor, young and old together, put everyone on the same level, and through play/fun make up and all get along again. Traditionally they used to serve a drink called Bhang made out of cannabis leaves…no wonder it’s a festival of love and peace.
- extreme customers youll learn more from them –e.g for Ogilvy things like - how to Friday / sending more people to the design indaba / odma /
- Fuel, band – the tech we use / create / master reshapes the way we do things – Nike created a digital measurement of energy, what they created ended up igniting whole new categories (Wearable tech & quantified self) and a whole new way that people look at fitness.
- Marshal Mcluhan – We shape our tools and therarafter our tools shape us. What changed when we started using smart phones (world got faster/smaller/more instant) – another example could be a light bulb (it creates a new environment, allows us to work longer, changes how and when we can interact and gather, it changes how we behave therefore how we think).
- Just as important to share - What tech do we reject? Imagine if we didn’t do email…etc
- Essential when we all forget 90% of what we learn in a month, and most of us in 1 hour. Yap Island in western pacific use Rai Stones as currency since the 1400’s– the above picture is the equivalent of the central bank – Rai Stones are used as currency, the value is based not on size/looks but on the stories behind the stones. No one really moves them either, is like an early bitcoin. Now mostly transferred as ceremonial offerings.
- Jerome Bruner, is one of the worlds to cognitive psychologist teaching about learning/education Essentially we all forget 90% of what we learn in a month, and most of us in 1 hour, especially if its just a fact list…if it’s a story however we are much more likely to remember.
- DEVELOP A CULTURE THAT MAKE BETTER SMALL IDEAS