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6.11.2013
SQUARED
LONDON
51.5207° N, 0.1345° W

ARE BRANDS FRACKING
THE SOCIAL WEB?
JOHN V WILLSHIRE
@WILLSH
SMITHERY.CO
“WHAT IS IT YOU ACTUALLY DO...?”

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
“WORK OF”

@WILLSH
SMITHERY.CO
“GOODS MADE”

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
A STRONG
WORKING
PRINCIPLE
@WILLSH
SMITHERY.CO
AND A HEALTHY DOSE
OF SPECULATION...
@WILLSH
SMITHERY.CO
“...MEN OF SPECULATION, WHOSE TRADE IT IS
NOT TO DO ANYTHING, BUT TO OBSERVE
EVERYTHING; AND WHO, UPON THAT
ACCOUNT, ARE OFTEN CAPABLE OF
COMBINING TOGETHER THE POWERS OF THE
MOST DISTANT AND DISSIMILAR OBJECTS.”
ADAM SMITH, THE WEALTH OF NATIONS, 1776
@WILLSH
SMITHERY.CO
FOURTH TIME AT SQUARED

WWW.WEARESQUARED.COM
WWW.GOOGLE.COM/+WEARESQUARED

@WILLSH
SMITHERY.CO
LET’S TALK ABOUT
FRACKING...

@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)
@WILLSH
SMITHERY.CO
ATTENTION
IS THE
MOST
VALUABLE
RAW
MATERIAL
THERE IS
@WILLSH
SMITHERY.CO
ONE QUESTION I’M WRESTLING WITH:

ARE BRANDS
FRACKING THE
SOCIAL WEB?
@WILLSH
SMITHERY.CO
“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
THAT SOUNDS
REALLY ANNOYING
@WILLSH
SMITHERY.CO
YEP, REALLY ANNOYING.

@WILLSH
SMITHERY.CO
“OUR
CHALLENGE
IS THAT
PEOPLE
REALLY
DON’T CARE”
martin Weigel, W+K

@WILLSH
SMITHERY.CO
PERHAPS BRANDS AND THE
SOCIAL WEB ARE JUST VERY
DIFFERENT TYPES OF THING?

@WILLSH
SMITHERY.CO
LET’S THINK
A LITTLE ABOUT
“CONVERSATIONS”
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
WORKING WELL

COOPERATION

THE CRAFTSMAN
2008

TOGETHER
2012

WITH “CITIES”
TO FOLLOW...

THREE BOOKS ABOUT THE SKILLS PEOPLE
NEED TO SUSTAIN EVERYDAY LIFE

@WILLSH

SMITHERY.CO
COOPERATION

“AN EXCHANGE IN
WHICH THE
PARTICIPANTS
BENEFIT FROM THE
ENCOUNTER”
@WILLSH
SMITHERY.CO
IT CONTAINS A
VERY USEFUL
WAY TO THINK
ABOUT
CONVERSATION
@WILLSH
SMITHERY.CO
“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
@WILLSH
SMITHERY.CO
CONVERSATION IS
ABOUT LISTENING
@WILLSH
SMITHERY.CO
BUT MORE IMPORTANT THAN
JUST LISTENING IS
LISTENING WELL
@WILLSH
SMITHERY.CO
“ LISTENING CAREFULLY

PRODUCES CONVERSATIONS
OF TWO SORTS...

THE DIALECTIC
AND THE DIALOGIC ”
RICHARD SENNETT, TOGETHER

@WILLSH
SMITHERY.CO
WHAT THE F***?
@WILLSH
SMITHERY.CO
DIALECTIC
FROM WORK OF
GERMAN PHILOSOPHER
GWF HEGEL
THE INTERACTION AND
RESOLUTION BETWEEN
MULTIPLE IDEAS

@WILLSH
SMITHERY.CO
DIALECTIC:

“THE AIM IS TO COME
EVENTUALLY TO A COMMON
UNDERSTANDING”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO
Cb

C

Gf

AD

AD

bA
A

b AD fAD
g

CD
b

C

Fe
D

E

Ge
F

G

H

DIALECTIC WANTS CONSENSUS

@WILLSH

SMITHERY.CO
...NO MATTER
HOW GOOD THAT
CONSENSUS IS
@WILLSH
SMITHERY.CO
DIALOGIC
FROM WORK OF RUSSIAN
PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT
RESOLVE ITSELF BY FINDING
COMMON GROUND...”
@WILLSH
SMITHERY.CO
DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”

RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

IN DIALOGIC
CONVERSATION,
IDEOLOGIES COEXIST
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

THEY
CONSTANTLY
INTERACT AND
INFORM EACH
OTHER
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

EACH IDEOLOGY
CAN HOLD MORE
SALIENCE IN
CERTAIN
CIRCUMSTANCES
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

CHANGES CAN BE
MADE IF A
STRATEGY DOES
NOT HAVE THE
DESIRED EFFECT
@WILLSH
SMITHERY.CO
THIS MIGHT NOT JUST APPLY TO

“CONVERSATION”

@WILLSH
SMITHERY.CO
THIS INTERPLAY OF
IDEAS IS VERY
REMINISCENT OF
THE SOCIAL WEB...
@WILLSH
SMITHERY.CO
WHAT IF THERE
ARE DIALECTIC AND
DIALOGIC
STRUCTURES &
CULTURES TOO?
@WILLSH
SMITHERY.CO
ARE TRADITIONAL
MARKETING
STRUCTURES LIKELY
TO BE MORE
DIALECTIC?

@WILLSH
SMITHERY.CO
ARE SOCIAL WEB
PLATFORMS AND
COMPANIES MORE
DIALOGIC IN NATURE?

@WILLSH
SMITHERY.CO
IT WOULD HELP
EXPLAIN THE
CULTURE CLASH

@WILLSH
SMITHERY.CO
ARE BRANDS
INTENTIONALLY
FRACKING THE
SOCIAL WEB?
PERHAPS...
@WILLSH
SMITHERY.CO
OR IS IT THE FAULT OF A
MASSIVE CULTURAL DIVIDE?
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
YOUR TONE OF
ACTION IS WHAT
ATTRACTS PEOPLE

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
MODERN ECONOMICS:
THE VALUE OF A THING IS
DETERMINED BY WHAT ONE IS
WILLING TO GIVE UP TO OBTAIN
THE THING
@WILLSH
SMITHERY.CO
THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING
IS DETERMINED BY THE
LABOUR THAT WENT
INTO ITS PRODUCTION
@WILLSH
SMITHERY.CO
PERHAPS THERE’S A
LABOUR THEORY OF
BRAND VALUE*
*it might need a better name, mind
@WILLSH
SMITHERY.CO
FIELD NOTES
@WILLSH
SMITHERY.CO
£0.99
PER PAD

£3.33
PER PAD
@WILLSH
SMITHERY.CO
“MARKETING IS WORLD
BUILDING. WITH
UNLIMITED BANDWIDTH
WE CAN NOW SHOW YOU
THE WORLD.”
@TOBYBARNES
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind

@WILLSH
http://rivetin.gs/legoinside
SMITHERY.CO
WE’D RATHER BUY
THIS WORLD...
@WILLSH

SMITHERY.CO
...THAN
THIS WORLD
@WILLSH
SMITHERY.CO
BRANDS OFTEN
FIND THIS HARD
BECAUSE OF THEIR
HOLLOW FACTORY
@WILLSH
SMITHERY.CO
THERE ARE TWO
OPPOSITE FORCES
OF INNOVATION AT
WORK IN MOST BIG
BRANDS TODAY
@WILLSH
SMITHERY.CO
MAKE PRODUCT
VERY EFFICIENTLY
MAKE MARKETING
AS INTERESTING
AS POSSIBLE
@WILLSH
SMITHERY.CO
MARX WAS
HALF RIGHT...
@WILLSH
SMITHERY.CO
IT’S NOT
ABOUT THE
MEANS OF
PRODUCTION
@WILLSH
SMITHERY.CO
IT’S ABOUT THE
MEANING
IN PRODUCTION

@WILLSH
SMITHERY.CO
OVER HERE, IT’S WAY
EASIER TO CREATE
MEANING IN PRODUCTION
@WILLSH
SMITHERY.CO
BUT IT DEMANDS
DRAMATIC CHANGES IN
HOW WE WORK
@WILLSH
SMITHERY.CO
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY

COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO
COMPLEXITY
FRAGMENTATION

EXPERIMENTATION
COOPERATION
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
FRAGMENTATION
EMBRACE THE
GRANULARITY OF
EVERYTHING YOU’VE
EVER DONE

@WILLSH
SMITHERY.CO
“

I’M REALLY INTERESTED IN THE MAKING
OF ‘IT’ -WHERE THE MAKING IS PART OF
THE STORY OF THE ‘IT’...

”

THOMAS HEATHERWICK

@WILLSH
SMITHERY.CO
IT COULD BE
BLENDING
EVERYTHING
YOU DO NOW
WITH A RICH
TAPESTRY OF
YOUR PAST...
@WILLSH
SMITHERY.CO
OR IT COULD
BE SHOWING
EVERYONE
EVERYTHING
YOU DO TO
MAKE THEIR
THING...
@WILLSH
SMITHERY.CO
COOPERATION
IT’S ALL ABOUT PEOPLE,
AND WHAT THEY DO
TOGETHER TO MAKE
GREAT THINGS HAPPEN
@WILLSH
SMITHERY.CO
YEP.

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
HAVING LOTS OF
PEOPLE IN A
COMPANY MAKES
IT EASY...
@WILLSH
SMITHERY.CO
OWNING LOTS OF BRANDS
MAKES IT HARD

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
COMPLEXITY
DON’T CONSOLIDATE.
FRAGMENT BY SECTOR,
PRODUCT,
COUNTRY,
REGION...
@WILLSH
SMITHERY.CO
THINK OF IT THIS WAY

YOU ARE AN OPERATING SYSTEM

@WILLSH
SMITHERY.CO
THERE IS NO “ONE
SIZE FITS ALL”
IN YOUTUBE

@WILLSH
SMITHERY.CO
WITH THE RIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
EXPERIMENTATION
SHOW PEOPLE THE
FUTURE YOU WANT TO
LIVE IN WITH THEM

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
“IT’S NOT RESEARCH AND
DEVELOPMENT, BUT
PERSISTENCE OF VISION...”
STUART WOOD
HEAD OF INNOVATION
HEATHERWICK STUDIO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
WHICH ALL SOUNDS AMAZING
BUT HERE’S THE CATCH
YOU HAVE TO GIVE UP
SOMETHING FOR EACH OF THESE
@WILLSH
SMITHERY.CO
TO EMBRACE

FRAGMENTATION
GIVE UP

PERFECTIONISM
SWAP IT FOR

CONTENT

@WILLSH
SMITHERY.CO
TO EMBRACE

COOPERATION

GIVE UP

CONTROL
SWAP IT FOR

COMMUNITY

@WILLSH
SMITHERY.CO
TO EMBRACE

COMPLEXITY

GIVE UP

CONSOLIDATION
SWAP IT FOR

SPEED

@WILLSH
SMITHERY.CO
TO EMBRACE

EXPERIMENTATION

GIVE UP

KNOWING
SWAP IT FOR

LEARNING

@WILLSH
SMITHERY.CO
“LEARN, THINK AND
THRIVE IN THE
CONTEXT OF WORKING
WITH MULTIPLE
PERSPECTIVES AND
ULTIMATE
UNCERTAINTY”
RUPERT WEGERIF

@WILLSH
SMITHERY.CO
MULTIPLE PERSPECTIVES...
MAKING SENSE OF BROAD BRANDS
EMILY HARE, EDITOR, CONTAGIOUS

HTTP://RIVETIN.GS/CONTAGIOUS
JOHN V WILLSHIRE, MARTIN WEIGEL, MARK EARLS,
SARAH WATSON, MARCUS WENNER...
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
THANK YOU
JOHN V WILLSHIRE
HTTP://SMITHERY.CO
@WILLSH
JOHN@SMITHERY.CO
ARTEFACTSHOP.COM
@WILLSH
SMITHERY.CO

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