Stuff That Doesn't Work Yet

Hi q
there! So it occurred to when I was sitting down to write for you this that the ﬁrst slide has by far the
longest dwell time of any slide since it’s usually up on the screen for a while before I start talking, and yet
usually I just put a picture and the name of the presentation up and leave it at that, which seems like a
waste of good communication space. So I thought I’d put some words here in case you wanted
something to read. So, as I’ll say in a moment, I’m FARIS CHIEF
and I was the
TECHNOLOGY STRATEGIST @ McCANN ERICKSON in NEW YORK, but I’m
NOT ANYMORE, and this is a talk about what I think are fundamental changes that technology has
wrought to advertising, media and creativity. I call this

”STUFF THAT DOESN’T WORK YET”
for reasons that will hopefully become clear later. The ideas contained herein are mostly stolen, because
I believe TALENT IMITATES, GENIUS STEALS, which is the name of my blog, but
stealing stuff means doing some with it, not just copying it. As will also becomes obvious, I hope, I’m
also trying to make a sly point that I’ll reference in the talk about how having more space means you
need to say more things. Anyway, I think that’s enough for now, Sweden seems lovely so far, this is my
ﬁrst trip.....
Tuesday, May 17, 2011

TECHNOLOGY?


TECHNOLOGY?
Source: http://www.ﬂickr.com/photos/churl/250235218/


TECHNOLOGY?
Source: http://www.ﬂickr.com/photos/roadsidepictures/1637623713/sizes/o/


TECHNOLOGY?
Source:http://www.ﬂickr.com/photos/sameli/242241668/


TECHNOLOGY?
Source:http://petitinvention.ﬁles.wordpress.com/2008/02/future_search1_petitinvention.jpg


TECHNOLOGY

is

“STUFF THAT DOESN’T WORK YET”
Source: Bran Ferrin, former head of R&D at Disney Imagineering


BORN

“JUST NORMAL”


0-30
“INCREDIBLY EXCITING AND CREATIVE”

30+
“AGAINST THE NATURAL ORDER OF THINGS -
BEGINNING OF THE END OF CIVILISATION”
Source: Douglas Adams, How I learned to storp worrying and love the internet, Sunday Times. August 29th, 1999


t on
“Our focus should be not on emerging technologies bu
sor of
emerging cultural p ractices.” – Henry Jenkins, Profes
gence Culture: When Old
Comparative Media, MIT and author of Conver
and New Media Collide!


MOORE’S LAW

Source: Deloitte: The Shift Index


KRYDER’S LAW

Source: Deloitte: The Shift Index


GUILDER’S LAW


Source: http://www.slideshare.net/adliterate/media-fragmentation

DIGITAL IS DIFFERENT


1. THE END OF MEDIA SCARCITY


A. THE PRINCIPLE OF UBIQUITY

or MAKE MORE STUFF

http://www.thiswill-this.net/

365 FILMS- ONE EVERY DAY


2. DIMINISHED CULTURAL LATENCY

Source: http://www.fastcompany.com/blog/faris-yakob/technology-strategy/cultural-latency

B. THE PRINCIPLE OF ALACRITY

or DO STUFF FASTER

AND RESPOND TO STUFF FASTER
Source: http://www.businessweek.com/magazine/content/09_33/b4143046834887.htm

REAL TIME DATA VIZ


3. DISTINTERMEDIATION


C. THE PRINCIPLE OF UTILITY

DO STUFF THAT EARNS ITS OWN ATTENTION

4. DIGITAL CULTURE IS PARTICIPATORY


D. THE PRINCIPLE OF INTERACTIVITY

or DO STUFF THAT GIVES PEOPLE A ROLE

BONUS

FAIL - LEARN - ITERATE - REPEAT


TECHNOLOGY IS A MEDIUM


EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEM


LOW LATENCY PRINT


INTERACTIVITY

INTERACTIVITY
UBIQUITY

UTILITY

every new channel changes the system

farisyakob.com
@faris


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