Little Big Systems (Interlink edition)

LITTLE BIG SYSTEMS
Embiggening the magic of craft
Erin Kissane @kissane

Thursday, June 21, 2012

HI, LITTLE FELLA

MAKING SYSTEMS

Mars Needs
Content Strategists


Content strategy
is weird


Content strategy
is system design


We don’t (just)
make things


We make systems
that make things


We don’t make
things


The values of craft


“A set or assemblage of things
connected, associated, or
interdependent, so as to form a
complex unity”


Adjusting bad ﬁt


Tools for makers


Content management
systems


Most “software”


All big projects
are systems


Sprawling websites


Social networks


Ecosystems of apps


Ecosystems of content


BRINGING CRAFT TO
SYSTEMS

Systems need craft


Humans need craft


1. RETURN TO THE ARTIFACT

Intimate knowledge
of artifacts


Intimate knowledge
of the artifact
= better systems


Better systems =
better artifacts


(Look at your ﬁsh.)


2. EMPOWER MAKERS

74 million


Systems that prevent
excellence


Systems that
encourage excellence


3. WORK IN CRAFTSMAN’S TIME

Big projects suck
because of time


Craftsman’s time is
humane eﬃciency


Project managers


Now let’s talk.


The secret:


“No.”


“No., but what I can
do is this.”


It’s better to get a
subsystem right…


…than the whole
system wrong.


“What did the doing take,
and what did it give?”
— James Krenov


4. SHIP SMALL BUT EXCELLENT

Work large to small


Ship small to large


MVP = small enough
for excellence


We will serve world-
class content


TOO GENERIC

We will serve world-
class content


We will serve world-class
content for plant-lovers


TOO BROAD

We will serve world-class
content for plant-lovers


Uniquely helpful
content for ﬁrst-time
plant-buyers

BETTER

Uniquely helpful
content for ﬁrst-time
plant-buyers

We’ll tell you:
• What plants won’t die?
• Which do I think are pretty?
• How do I care for them?


Happiness.
We’ll tell you:
• What plants won’t die?
• Which do I think are pretty?
• How do I care for them?


We’ll do that by…


• creating a 20-plant guide


• and posting blog posts


• every week


• every week
• by our resident gardener


5. RESPECT DEEP KNOWLEDGE

Reinvent only with
reason


Seek the deep wells of
knowledge


I like to employ old people. I believe that a
company needs a balance between young and
old people. Young people are not necessarily the
key to innovation.

—Patrizio Bertelli, Prada CEO


Do the apprenticeships


“if you get the doing right…then
the result rights itself to that.”
— James Krenov


(Take apprentices)


Bodies of knowledge


HANDMADE SYSTEMS

Things men have made with wakened hands,
and put soft life into
are awake through years with transferred touch,
and go on glowing

—DH Lawrence


I like to employ old people. I believe
that a company needs a balance
between young and old people. Young
people are not necessarily the key to
innovation.
—Patrizio Bertelli, Prada CEO


“You don’t have a career. You
have a life. Do the work.”
— Dear Sugar (Cheryl Strayed)


THANK YOU!

Thank you.


1. Little Big Planet promo images © Media Molecule & Sony
2. Elephant © Kevin Cornell & A List Apart (http://www.alistapart.com/articles/thedisciplineofcontentstrategy)
3. Type specimen photographed by Flickr user n1ke (http://www.flickr.com/photos/n1ke/4205658305/sizes/o/in/
set-72157622925823109/)
4. Linotype © zigazou76 (http://www.flickr.com/photos/zigazou76/3665789236/sizes/o/in/photostream/)
5. Wagashi © bebot http://www.flickr.com/photos/bebot/3910852271/
6. Confectioner © Matt Helminski http://www.flickr.com/photos/helminski/429173625/ (used with permission)
7. Wagashi pattern book © capitanjen http://www.flickr.com/photos/capitanjen/5306236824/
8. Wagashi © skrb http://www.flickr.com/photos/skrb/4349539980/
9. Aero bars © Zophos http://www.flickr.com/photos/zophos/92638509/ (CC some rights reserved)
10. Nestle factory © Nestlé http://www.flickr.com/photos/nestle/5243945997/ (CC some rights reserved)
11. James Krenov images © James Krenov, Sterling Books
12. Robin Sloan’s Fish: A Tap Essay © Robin Sloan
13. Mast Brothers © Todd Selby http://www.theselby.com/1_8_10_mast_brothers/
14. Kid with candy © Nina Hale http://www.flickr.com/photos/94693506@N00/1811980892/
15. Confectioners’ equipment © Matt Helminski http://www.flickr.com/photos/helminski/401847939/ (used with permission)
16. Bread © chebbs http://www.flickr.com/photos/chebbs/5018724198/
17. Wagashi © http://ouichefcook.com/
18. Crying baby © kungfustu http://www.flickr.com/photos/kungfustu/5332653962/
19. Less crying baby © malisonian http://www.flickr.com/photos/malisonian/2797061988/
20. Wagashi pattern sheets © capitanjen http://www.flickr.com/photos/capitanjen/5306237800/
21. Prada pattern books © Prada
22. Prada cutter’s hand © Prada
23. Apprentice confectioner © capitanjen http://www.flickr.com/photos/capitanjen/5305646181/
24. Workbench © Oldwolf Workshop http://insidetheworkshop.blogspot.com/2011_04_01_archive.html
25. Krenov plane © James Krenov, Sterling Books


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