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Make Things People Want & The Hollow Factory...

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Make Things People Want & The Hollow Factory...

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A talk given at the IAB France & Hyper Island Workshop in Paris, 27th November 2012

Transcript

  1. john v willshire smithery LTD @willsh
  2. Bonjour
  3. 7 years at PHD Media in London, latterly As Chief Innovation Officer
  4. let me take you back to the Glasgow 2012 olympics...
  5. North korea and south korea have been enemies for over 70 years
  6. so It’s a probably not a good idea to mix their flags up
  7. Merde.
  8. Wednesday 15th July, Hampden Park, Glasgow North Korea Vs Columbia
  9. NOT HAPPY
  10. REALLY not happy
  11. The players come back out, eventually. North korea win 2-0.
  12. and then, the strangest of apologies is issued...
  13. “ It wasn't a real flag, it was a flag on a video graphic ” Paul deighton, locog chief executive
  14. Real not Real eh?
  15. this story tells us two things
  16. 1. Scottish people aren’t afraid of north korea
  17. 2. digital and physical aren’t different ‘things’...
  18. “ all our metaphors are broken. The network is not a space, and it’s not time, it is some other kind of dimension entirely. ” @jamesbridle http://booktwo.org/notebook/sxaesthetic/
  19. “ all our metaphors are broken. The network is not a space, and ” it’s not time, it is some other kind of dimension entirely. @jamesbridle http://booktwo.org/notebook/sxaesthetic/
  20. let’s think about Product, Brand and media metaphors...
  21. The factory makes an end product...
  22. end product implies stasis, or even death
  23. We have made a thing, and it is finished
  24. products today are never finished. They’re just platforms for people to build on...
  25. “A brand is simply a collection of perceptions in the mind of the consumer” Feldwick, 1991
  26. hey, let’s find out what these perceptions are and put them in an onion...
  27. if your brand is a bit shit, coat it with other stuff too Oh look, it’s a bruce Lee Nokia N96
  28. A brand today is more like a bittorrent file...
  29. “ a mechanical metaphor, the infamous transmission model ” Prof. Mark Hobart, SOAS, on the dominant media metaphor http://mediasocialchange.net/2011/05/06/metaphors-of-media-and-social-change/
  30. media: let’s shout at people
  31. media: a rented home for a fixed idea...
  32. make product efficiently
  33. innovation as incremental improvement
  34. Six Sigma seeks to improve the quality of process outputs by identifying and removing the causes of defects and minimizing variability in manufacturing and business processes. Wikipedia
  35. make product efficiently make brand vaguely interesting & buy loads of media
  36. “The best minds of my generation are thinking about how to make people click ads” ” Jeff Hammerbacher
  37. we need to find new metaphors...
  38. “ media is the connective tissue of society ” clay shirky, cognitive surplus
  39. “ media is a vehicle for knowledge ” cesar hidalgo MIT media lab
  40. “ just like Mediabuildings, devices, is hybrid, spaces, events etc. Nothing is all-digital any more that it’s all-physical. ” Dan Hill, @cityofsound
  41. edia is product is brand is med oduct is brand is media is produ rand is media is product is bran edia is product is brand is med oduct is brand is media is produ rand is media is product is bran edia is product is brand is med oduct is brand is media is produ rand is media is product is bran
  42. we need new metaphors to deal with what comes next
  43. 1. more clients will be making things locally
  44. rebalancing economies towards manufacture
  45. “reshoring” shipping costs up? labour costs as % down? Then you bring it back home http://www.inc.com/eric-markowitz/the-long-journey-home-why-manufacturing-is-returning-to-the-usa.html
  46. 2. people care more about what they buy
  47. “ The internet is biased towards fact.  People don’t care about your brand mythology, they care about where your product is made and what’s in it. ” douglas rushkoff
  48. 3. the things are... ALIVE!!!!
  49. “ SPIMES: Material Instantiations of an immaterial system ” Bruce Sterling
  50. “ Physical things directly connected to their metadata about use and constructioN ” Matt Jones, Berg
  51. media ships as part of every product
  52. “My Tuna is a spime” Dan Williams @iamdanw
  53. the infrastructure is evolving quickly
  54. it will only get a lot, lot stranger
  55. The NEw yorker, 1946
  56. 1. Clients will be closer to making things... 2. people will look more closely at the things they buy... 3. Things contain media for agencies to create for...
  57. but what do clients & agencies know about making things?
  58. you are the ruiners of all things good bill hicks on marketers
  59. C3po demeans himself for a washing machine
  60. really?
  61. The Star Wars Holiday Special looks classy in comparison
  62. you are the ruiners of all things good
  63. though actually...
  64. people stopped caring in 1999
  65. so what is actually being ruined here?
  66. WHY RUIN your brand WITH STAR WARS?
  67. there is nothing in here that’s interesting get me Darth Vadar
  68. you are the ruiners of all things good
  69. So how might you go about it instead?
  70. less world building world borrowing more
  71. the labour theory of value
  72. developed ...and by adam later by smith... karl marx
  73. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  74. The labour theory of value the value of something is determined by the labour that went into its production
  75. Field Notes
  76. £0.99 £3.33 per pad per pad
  77. We’d rather buy this world...
  78. ...than this world
  79. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  80. To Do a common thing uncommonly well brings success henry john heinz
  81. “ I’m really interested in the making of ‘it’ -where the making is part of the ” story of the ‘it’... thomas heatherwick
  82. Marx was half right...
  83. it’s not about the means of production http://www.voyoslo.com/wp-content/uploads/ 2012/10/Means-of-Production-PLAYFUL12.006.jpg
  84. it’s about the meaning in production
  85. upon layer upon layer upon layer upon
  86. Labour theory of brand value: make every product with the infinite canvas of the internet in mind Picture: Greg Petchkovsky http://vimeo.com/43442146
  87. make people want things
  88. make things people want
  89. Merci john@smithery.co @willsh http://smithery.co http://shop.smithery.co

Description

A talk given at the IAB France & Hyper Island Workshop in Paris, 27th November 2012

Transcript

  1. john v willshire smithery LTD @willsh
  2. Bonjour
  3. 7 years at PHD Media in London, latterly As Chief Innovation Officer
  4. let me take you back to the Glasgow 2012 olympics...
  5. North korea and south korea have been enemies for over 70 years
  6. so It’s a probably not a good idea to mix their flags up
  7. Merde.
  8. Wednesday 15th July, Hampden Park, Glasgow North Korea Vs Columbia
  9. NOT HAPPY
  10. REALLY not happy
  11. The players come back out, eventually. North korea win 2-0.
  12. and then, the strangest of apologies is issued...
  13. “ It wasn't a real flag, it was a flag on a video graphic ” Paul deighton, locog chief executive
  14. Real not Real eh?
  15. this story tells us two things
  16. 1. Scottish people aren’t afraid of north korea
  17. 2. digital and physical aren’t different ‘things’...
  18. “ all our metaphors are broken. The network is not a space, and it’s not time, it is some other kind of dimension entirely. ” @jamesbridle http://booktwo.org/notebook/sxaesthetic/
  19. “ all our metaphors are broken. The network is not a space, and ” it’s not time, it is some other kind of dimension entirely. @jamesbridle http://booktwo.org/notebook/sxaesthetic/
  20. let’s think about Product, Brand and media metaphors...
  21. The factory makes an end product...
  22. end product implies stasis, or even death
  23. We have made a thing, and it is finished
  24. products today are never finished. They’re just platforms for people to build on...
  25. “A brand is simply a collection of perceptions in the mind of the consumer” Feldwick, 1991
  26. hey, let’s find out what these perceptions are and put them in an onion...
  27. if your brand is a bit shit, coat it with other stuff too Oh look, it’s a bruce Lee Nokia N96
  28. A brand today is more like a bittorrent file...
  29. “ a mechanical metaphor, the infamous transmission model ” Prof. Mark Hobart, SOAS, on the dominant media metaphor http://mediasocialchange.net/2011/05/06/metaphors-of-media-and-social-change/
  30. media: let’s shout at people
  31. media: a rented home for a fixed idea...
  32. make product efficiently
  33. innovation as incremental improvement
  34. Six Sigma seeks to improve the quality of process outputs by identifying and removing the causes of defects and minimizing variability in manufacturing and business processes. Wikipedia
  35. make product efficiently make brand vaguely interesting & buy loads of media
  36. “The best minds of my generation are thinking about how to make people click ads” ” Jeff Hammerbacher
  37. we need to find new metaphors...
  38. “ media is the connective tissue of society ” clay shirky, cognitive surplus
  39. “ media is a vehicle for knowledge ” cesar hidalgo MIT media lab
  40. “ just like Mediabuildings, devices, is hybrid, spaces, events etc. Nothing is all-digital any more that it’s all-physical. ” Dan Hill, @cityofsound
  41. edia is product is brand is med oduct is brand is media is produ rand is media is product is bran edia is product is brand is med oduct is brand is media is produ rand is media is product is bran edia is product is brand is med oduct is brand is media is produ rand is media is product is bran
  42. we need new metaphors to deal with what comes next
  43. 1. more clients will be making things locally
  44. rebalancing economies towards manufacture
  45. “reshoring” shipping costs up? labour costs as % down? Then you bring it back home http://www.inc.com/eric-markowitz/the-long-journey-home-why-manufacturing-is-returning-to-the-usa.html
  46. 2. people care more about what they buy
  47. “ The internet is biased towards fact.  People don’t care about your brand mythology, they care about where your product is made and what’s in it. ” douglas rushkoff
  48. 3. the things are... ALIVE!!!!
  49. “ SPIMES: Material Instantiations of an immaterial system ” Bruce Sterling
  50. “ Physical things directly connected to their metadata about use and constructioN ” Matt Jones, Berg
  51. media ships as part of every product
  52. “My Tuna is a spime” Dan Williams @iamdanw
  53. the infrastructure is evolving quickly
  54. it will only get a lot, lot stranger
  55. The NEw yorker, 1946
  56. 1. Clients will be closer to making things... 2. people will look more closely at the things they buy... 3. Things contain media for agencies to create for...
  57. but what do clients & agencies know about making things?
  58. you are the ruiners of all things good bill hicks on marketers
  59. C3po demeans himself for a washing machine
  60. really?
  61. The Star Wars Holiday Special looks classy in comparison
  62. you are the ruiners of all things good
  63. though actually...
  64. people stopped caring in 1999
  65. so what is actually being ruined here?
  66. WHY RUIN your brand WITH STAR WARS?
  67. there is nothing in here that’s interesting get me Darth Vadar
  68. you are the ruiners of all things good
  69. So how might you go about it instead?
  70. less world building world borrowing more
  71. the labour theory of value
  72. developed ...and by adam later by smith... karl marx
  73. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  74. The labour theory of value the value of something is determined by the labour that went into its production
  75. Field Notes
  76. £0.99 £3.33 per pad per pad
  77. We’d rather buy this world...
  78. ...than this world
  79. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  80. To Do a common thing uncommonly well brings success henry john heinz
  81. “ I’m really interested in the making of ‘it’ -where the making is part of the ” story of the ‘it’... thomas heatherwick
  82. Marx was half right...
  83. it’s not about the means of production http://www.voyoslo.com/wp-content/uploads/ 2012/10/Means-of-Production-PLAYFUL12.006.jpg
  84. it’s about the meaning in production
  85. upon layer upon layer upon layer upon
  86. Labour theory of brand value: make every product with the infinite canvas of the internet in mind Picture: Greg Petchkovsky http://vimeo.com/43442146
  87. make people want things
  88. make things people want
  89. Merci john@smithery.co @willsh http://smithery.co http://shop.smithery.co

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