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Flow Engines & Fracking The Social Web

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The slides from a 90 minute innovation session I gave in London for The Network One in London on 29.09.14. The participants were the heads and owners of various nimble, independent agencies, and the idea of the session was to work through new ways of working with their people and clients (the Flow Engines bit), and also to explore why we need to do that (the Fracking The Social Web bit)

Published in: Marketing
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Flow Engines & Fracking The Social Web

  1. @WILLSH FLOW ENGINES & FRACKING JOHN V WILLSHIRE ! @WILLSH ! SMITHERY / ARTEFACT CARDS
  2. @WILLSH OHAI I’M JOHN I RUN SMITHERY, AND MAKE ARTEFACT CARDS…
  3. @WILLSH
  4. @WILLSH SMITHERY.CO “WORK OF”
  5. @WILLSH
  6. @WILLSH “WORK OF” “GOODS MADE”
  7. @WILLSH TODAY PART 1 - A WAY OF WORKING !PART 2 - WHY WE NEED TO WORK DIFFERENTLY !PART 3 - YOUR IDEAS ON HOW WE DO IT
  8. @WILLSH
  9. I SPEND LESS TIME NOW WORRYING IF ARTEFACT CARDS WORK BUT MORE TIME WONDERING WHY THEY WORK… @WILLSH
  10. @WILLSH
  11. @WILLSH PEOPLE X SPACE READING: !HTTP://RIVETIN.GS/65
  12. @WILLSH
  13. @WILLSH
  14. @WILLSH
  15. @WILLSH
  16. @WILLSH
  17. @WILLSH WHAT IF: !BY CHANGING THE SPACE WE WORK IN… !….WE CHANGE THE RATE WE WORK AT?
  18. “FLOW ENGINES” @WILLSH
  19. @WILLSH FLOW ENGINE !A WAY TO TURN CREATIVE ENERGY INTO PRODUCTIVE FORWARD MOTION
  20. @WILLSH FLOW !IN WHICH A PERSON PERFORMING AN ACTIVITY IS FULLY IMMERSED IN A FEELING OF ENERGISED FOCUS, FULL INVOLVEMENT, AND ENJOYMENT IN THE PROCESS WIKIPEDIA
  21. @WILLSH “YOU KNOW THAT WHAT YOU NEED TO DO IS POSSIBLE TO DO, EVEN THOUGH DIFFICULT, AND SENSE OF TIME DISAPPEARS. YOU FORGET YOURSELF. YOU FEEL PART OF SOMETHING LARGER.” ! - MIHALY CSIKSZENTMIHALYI
  22. @WILLSH A VERY INTERESTING BOOK (WITH AN ADMITTEDLY CREEPY TITLE)
  23. CREATING A SENSE OF FLOW 1 IT SUGGESTS @WILLSH 7TRIGGERS FOR THERE ARE
  24. 3ENVIRONMENTAL TRIGGERS @WILLSH I’M MOST INTERESTED IN THE
  25. @WILLSH 1. CONSEQUENCES 2. ENVIRONMENT 3. EMBODIMENT SOURCE: STEVEN KOTLER “THE RISE OF SUPERMAN”
  26. FIRST TRIGGER: CONSEQUENCES @WILLSH
  27. @WILLSH STATE AT THE BEGINNING OF ANY TASK - WHAT HAVE I GOT TO DO, AND WHAT HAPPENS IF I DON’T? !IT FOCUSSES THE MIND…
  28. YOU’RE AIMING FOR THIS CHANNEL @WILLSH SOURCE: GAMASUTRA
  29. @WILLSH SECOND TRIGGER: ENVIRONMENT
  30. @WILLSH A DIVERSE, RICH ENVIRONMENT OF STIMULATING MATERIAL TO WORK WITH
  31. NOVELTY THINGS YOU HAVEN’T SEEN BEFORE @WILLSH
  32. COMPLEXITY LETTING YOUR MIND SIFT THROUGH THE IMPLICATIONS OF A MULTIFACETED WORLD @WILLSH
  33. UNPREDICTABILITY @WILLSH KEEP PEOPLE GUESSING… ANYTHING COULD HAPPEN NEXT
  34. USING PERIPHERAL VISION @WILLSH
  35. @WILLSH THIRD TRIGGER: EMBODIMENT
  36. @WILLSH HOW DO YOU MAKE TEN FINGERS, TWO EYES AND A BRAIN PAY ATTENTION?
  37. @WILLSH QUICKLY MAKING A PHYSICAL OBJECT OF YOUR IDEA, LIKE AN ARTEFACT CARD, BRINGS IT INTO THE WORLD IN A TANGIBLE, TESTABLE WAY.
  38. CONSEQUENCES EMBODIMENT @WILLSH ENVIRONMENT JUST THREE SIMPLE TRIGGERS?
  39. @WILLSH CONSEQUENCES ENVIRONMENT EMBODIMENT THE KEY IS REINFORCEMENT
  40. @WILLSH CONSEQUENCES ENVIRONMENT EMBODIMENT STEP 1
  41. @WILLSH CONSEQUENCES ENVIRONMENT EMBODIMENT STEP 2
  42. @WILLSH CONSEQUENCES ENVIRONMENT EMBODIMENT STEP 3
  43. @WILLSH CONSEQUENCES ENVIRONMENT EMBODIMENT THIS IS A FLOW ENGINE
  44. @WILLSH HACK THE WAY YOU WORK, INSTEAD OF THE TIME YOU HAVE…
  45. @WILLSH BUT WHY?
  46. FRACKING THE SOCIAL WEB MARKETING VS INTERNET CULTURE @WILLSH SMITHERY.CO
  47. @WILLSH SMITHERY.CO
  48. @WILLSH SMITHERY.CO LET’S TALK ABOUT FRACKING...
  49. @WILLSH SMITHERY.CO “FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES” PHIL ADAMS, BLONDE DIGITAL (AND CHEMICAL ENGINEER GRAD)
  50. @WILLSH SMITHERY.CO !ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS
  51. @WILLSH SMITHERY.CO ARE BRANDS FRACKING THE SOCIAL WEB?
  52. “I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL” ME, FIVE YEARS AGO, BEING A DICK @WILLSH SMITHERY.CO
  53. THAT SOUNDS REALLY ANNOYING @WILLSH SMITHERY.CO
  54. YEP, REALLY ANNOYING. @WILLSH SMITHERY.CO
  55. @WILLSH SMITHERY.CO
  56. @WILLSH SMITHERY.CO
  57. @WILLSH SMITHERY.CO PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?
  58. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
  59. @WILLSH SMITHERY.CO
  60. THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO THE CRAFTSMAN 2008 TOGETHER 2012 WITH “CITIES” TO FOLLOW... WORKING WELL COOPERATION
  61. @WILLSH SMITHERY.CO COOPERATION “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”
  62. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
  63. “WHEN WE SPEAK ABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  64. @WILLSH SMITHERY.CO
  65. @WILLSH SMITHERY.CO CONVERSATION IS ABOUT LISTENING
  66. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
  67. @WILLSH SMITHERY.CO LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC “ ” RICHARD SENNETT, TOGETHER
  68. @WILLSH SMITHERY.CO WHAT THE F***?
  69. @WILLSH SMITHERY.CO DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL !THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS
  70. @WILLSH SMITHERY.CO DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER
  71. CgbAD fAD bA CD Fe Ge A b C D E F G H @WILLSH DIALECTIC WANTS CONSENSUS SMITHERY.CO CbAD G fAD
  72. @WILLSH SMITHERY.CO ...NO MATTER HOW GOOD THAT CONSENSUS IS
  73. @WILLSH SMITHERY.CO DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN ! “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
  74. “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO DIALOGIC:
  75. IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO A b E C D G H F
  76. @WILLSH SMITHERY.CO THEY CONSTANTLY INTERACT AND INFORM EACH OTHER A b E C D G H F
  77. EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO A b E C D G H F
  78. CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO A b E C D G H F
  79. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
  80. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
  81. @WILLSH SMITHERY.CO WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO?
  82. @WILLSH SMITHERY.CO ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?
  83. @WILLSH SMITHERY.CO ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE?
  84. @WILLSH SMITHERY.CO IT WOULD HELP EXPLAIN THE CULTURE CLASH
  85. @WILLSH SMITHERY.CO ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? !PERHAPS...
  86. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
  87. @WILLSH SMITHERY.CO
  88. @WILLSH FLOW ENGINE - STEP 1 WRITE DOWN, ON ONE CARD, THE HARDEST THING ABOUT BRIDGING THIS DIVIDE
  89. @WILLSH FLOW ENGINE - STEP 2 CAPTURE QUICK NOTES AND IDEAS ON CARDS AS WE GO THROUGH THIS NEXT BIT…
  90. @WILLSH SMITHERY.CO
  91. MODERN ECONOMICS: ! THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
  92. @WILLSH SMITHERY.CO THE LABOUR THEORY OF VALUE !THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION
  93. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE @WILLSH SMITHERY.CO
  94. @WILLSH SMITHERY.CO FIELD NOTES
  95. £0.99 £3.33 PER PAD PER PAD @WILLSH SMITHERY.CO
  96. @WILLSH SMITHERY.CO “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES
  97. @WILLSH SMITHERY.CO
  98. @WILLSH SMITHERY.CO LABOUR THEORY OF BRAND VALUE !YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND
  99. @WILLSH SMITHERY.CO WE’D RATHER BUY THIS WORLD...
  100. ...THAN THIS WORLD @WILLSH SMITHERY.CO
  101. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
  102. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
  103. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
  104. “CREATING ASTOUNDING PRODUCTS IS [TECH COMPANIES’] MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY” JIM CARROLL, BBH ! ON HOW TECH COMPANIES BUILD BRANDS @WILLSH SMITHERY.CO
  105. @WILLSH SMITHERY.CO
  106. @WILLSH SMITHERY.CO MARX WAS HALF RIGHT...
  107. @WILLSH SMITHERY.CO IT’S NOT ABOUT THE MEANS OF PRODUCTION
  108. @WILLSH SMITHERY.CO IT’S ABOUT THE MEANING IN PRODUCTION
  109. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  110. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
  111. HINT: BRAND IS NOT A PYRAMID @WILLSH SMITHERY.CO
  112. @WILLSH SMITHERY.CO A BRAND TODAY IS LIKE A BITTORRENT FILE !COMPLEX, DISTRIBUTED, MOVING... !
  113. @WILLSH …UNCONTROLLABLE SMITHERY.CO
  114. @WILLSH SMITHERY.CO IMPOSSIBLE TO TRULY, WHOLLY PERCEIVE
  115. @WILLSH SMITHERY.CO WE DON’T NEED TO COMPRESS A BRAND ONTO PAPER... !...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK
  116. @WILLSH SMITHERY.CO COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  117. FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO COMPLEXITY COOPERATION
  118. @WILLSH SMITHERY.CO FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE
  119. I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’... @WILLSH SMITHERY.CO THOMAS HEATHERWICK ! “ ”
  120. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
  121. @WILLSH SMITHERY.CO OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE A THING...
  122. @WILLSH SMITHERY.CO
  123. COOPERATION @WILLSH SMITHERY.CO IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN
  124. YEP. @WILLSH SMITHERY.CO
  125. AND INSIDE THE FACTORY, NOT JUST OUTSIDE... @WILLSH SMITHERY.CO
  126. @WILLSH SMITHERY.CO
  127. @WILLSH SMITHERY.CO
  128. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
  129. @WILLSH SMITHERY.CO OWNING LOTS OF BRANDS MAKES IT HARD
  130. @WILLSH SMITHERY.CO ZOMBIE BRANDS “THE MUSIC IS DEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” !ADAM CURTIS
  131. @WILLSH SMITHERY.CO
  132. @WILLSH SMITHERY.CO ...BECAUSE PEOPLE ARE ALIVE
  133. @WILLSH SMITHERY.CO
  134. @WILLSH COMPLEXITY SMITHERY.CO IT’S HARD WORK. ! ! !SO DEAL WITH IT.
  135. @WILLSH SMITHERY.CO IF IT’S COMPLICATED: LOTS OF EXPERTISE !IF IT’S COMPLEX: LOTS OF EFFORT
  136. @WILLSH SMITHERY.CO “ITGD’SS NOT COMPLICATED, IT’S JUST HARD” RUSSELL DAVIES, GDS, ! QUOTING MICHAEL SLABY PIC: @LEXIE_BROWN
  137. MAKE ALL THE CHANNELS PEOPLE ACTUALLY WANT. !NOT COMPLICATED, BUT COMPLEX. @WILLSH SMITHERY.CO !JUST HARD.
  138. WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING... @WILLSH SMITHERY.CO
  139. @WILLSH SMITHERY.CO
  140. @WILLSH SMITHERY.CO “YAY, IT WORKS!”
  141. @WILLSH SMITHERY.CO OF COURSE IT WORKS. !IT’S A BRILLIANT, COMPLEX IDEA THAT THEY WORKED HARD AT. !AND IT’S NOW BEEN RUN FIVE TIMES.
  142. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
  143. @WILLSH SMITHERY.CO
  144. @WILLSH SMITHERY.CO
  145. @WILLSH SMITHERY.CO
  146. @WILLSH SMITHERY.CO
  147. @WILLSH SMITHERY.CO
  148. @WILLSH SMITHERY.CO
  149. @WILLSH SMITHERY.CO
  150. @WILLSH SMITHERY.CO
  151. @WILLSH SMITHERY.CO
  152. @WILLSH FLOW ENGINE - STEP 2 IN TEAMS, MAKE A MAP OF THE TERRITORY…
  153. @WILLSH FLOW ENGINE - STEP 3 MAKE ONE CARD OF SOMETHING YOU SHOULD DO WHEN YOU GET BACK TO THE OFFICE. !
  154. @WILLSH SMITHERY.CO
  155. @WILLSH SMITHERY.CO TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAP IT FOR CONTENT
  156. @WILLSH SMITHERY.CO TO EMBRACE COOPERATION GIVE UP CONTROL SWAP IT FOR COMMUNITY
  157. @WILLSH SMITHERY.CO TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED
  158. @WILLSH SMITHERY.CO TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAP IT FOR LEARNING
  159. @WILLSH “LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY” SMITHERY.CO RUPERT WEGERIF
  160. QUESTIONS, PLEASE JOHN V WILLSHIRE HTTP://SMITHERY.CO @WILLSH ARTEFACTSHOP.COM @WILLSH SMITHERY.CO

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