1.
By Dan Klyn from
BECAUSE MCLUHAN

2.
Abby Covert • @abby_the_IA • 2014

3.
1989

4.
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Theme A: Shopping
Theme B: Planning
“Top” Of Hierarchal Structure, As Crawled
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9.0
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History
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Account
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Profile
8.x
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Configurator
5.1
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Custom Products
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Custom
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Proposed Structure
14.0
Promo
Landing
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Team
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Product

5.
STRUCTURAL INTEGRITY
OF MEANING
ACROSS CONTEXTS
Jorge Arango • @jarango • 2013

6.
The Medium Is The Message

7.
1967

8.
I don't necessarily agree with
everything that I say

9.
As Tom Wolfe has aptly inquired,
What if McLuhan is right?
Suppose he is what he sounds like—
the most important thinker since
Newton, Darwin, Freud, Einstein and
Pavlov?
The Playboy Interview:
Marshall McLuhan,
Playboy Magazine
March 1969

10.
The Medium Is The Message

11.
1964

12.
the content of a medium is like the juicy piece
of meat carried by the burglar to distract the
watchdog of the mind

13.
GIVE PEACE A CHANCE

14.
our conventional response to all media,
namely that it is how they are used that
counts, is the numb stance of the
technological idiot.

15.
media = environment

16.
any understanding
of social and cultural change is
impossible without a knowledge of
the way media work as environments
- Marshall McLuhan + Quentin Fiore, The Media is the Massage

17.
!
!
DOES THIS MATTER?
You get to pick
or influence
the medium
http://becuo.com/mlp-base-filly-unicorn

18.
!
DOES THIS MATTER? !
You don’t get to pick
or influence
the medium
http://becuo.com/mlp-base-filly-unicorn

19.
Source: Langr Software Solutions

20.
inherencies

21.
inhere

22.
media
!4 LAWS OF

23.
media
!4 LAWS OF

24.
enhance
media
!4 LAWS OF

25.
enhance
retrieve
media
!4 LAWS OF

26.
enhance
media
!4 LAWS OF
retrieve obsolesce

27.
enhance reverse
media
!4 LAWS OF
retrieve obsolesce

28.
Enhances:
scope and density of
what we can talk
about together in real
time

29.
Enhances:
scope and density of
what we can talk
about together in real
time
Retrieves:
dirt + stick

30.
Enhances:
scope and density of
what we can talk
about together in real
time
Retrieves:
dirt + stick
Obsolesces:
chalkboard

31.
Enhances:
scope and density of
what we can talk
about together in real
time
Reverses:
into documentation
Retrieves:
dirt + stick
Obsolesces:
chalkboard

32.
Enhances:
scope and density of
what we can talk
about together in real
time
Reverses:
into documentation
Retrieves:
dirt + stick
Obsolesces:
chalkboard
Cool

33.
1967

34.
1967

35.
Enhances:
ability of
stakeholders to
consider what
might be good to
do

36.
Enhances:
ability of
stakeholders to
consider what
might be good to
do
Retrieves:
architect’s
maquettes

37.
Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do

38.
Reverses:
into specification
Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do

39.
Reverses:
into specification
Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do
Cool

40.
Enhances:
ability of designers
to specify how a
thing will be built

41.
Enhances:
ability of designers
to specify how a
thing will be built
Retrieves:
engineer’s
“working drawings”

42.
Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built

43.
Reverses:
into the actual
product
Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built

44.
Reverses:
into the actual
product
Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built
Hot

45.
mutual
occlusion

46.
WHAT
HOW

47.
HOT
COOL

48.
Mobile UI Wireframe by Siska Flaurensia
Wireframes for sticker app by Jordan Price
Some sketches by Jordan Little
iPhone 6 Idea Sketches by Luke Zammit
UI Wireframe Sketch by Chris No

49.
enhance reverse
wireframe
retrieve obsolesce

50.
enhance reverse
sketch
retrieve obsolesce

51.
enhance reverse
retrieve obsolesce

52.
BIG PAPER

53.
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

54.
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
Retrieves:
stained
glass
windows
BIG PAPER

55.
Retrieves:
stained
glass
windows
Obsolesces:
boardroom
projector / jumbo-tron
TV
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

56.
Reverses:
into
billboard
Retrieves:
stained
glass
windows
Obsolesces:
boardroom
projector / jumbo-tron
TV
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

57.
wireframes big paper

58.
!DO THREE THINGS
!
1. Be Perseus, not Narcissus.
!
2. Consider the not-necessarily-connected–ness of
message and media.
!
3. Align medium and message (and temperature),
then set everybody’s expectations accordingly.

59.
@UNDRSTNDNG
@DANKLYN
understandinggroup.com

60.
@UNDRSTNDNG
@DANKLYN
understandinggroup.com