Make Things People Want - Skillswap, Brighton Digital Festival, 2012

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A new version of the 'Make Things People Want' presentation I gave at Clearleft's Skillswap as part of the Brighton Digital Festival 2012. With improved structure around the four key ideas. And a bigger, juicier rant about Star Wars.

Published in: Design, Business, Technology

Make Things People Want - Skillswap, Brighton Digital Festival, 2012

  1. john v willshire, smithery twitter - @willshSkillswap @ The Lighthouse, Brighton Digital Festival 2012
  2. smithery is aone-man-studioit’s aninnovationworks
  3. i take somerawmaterialslike these
  4. and helpbusinessesmakethingswith them
  5. I alsomake things to help other peoplemake things artefact cards in the FT, July 2012
  6. ideas have Ashapethat you canstepinside
  7. workinglike thishelpsyou see bigproblems
  8. marketingneeds torebalance
  9. creation of exploitation demand of demand
  10. creation of exploitation demand of demand not a choice, a balance
  11. creation of demand exploitation of demand yet we seem to do more of This >>
  12. it made methink of these
  13. easter island - 1722 • population of 2000 • 64 square miles • 1,400 miles from the nearest inhabitable place • 2,000 miles from the nearest continent
  14. no trees
  15. 200 giant statues30ft high80 tons
  16. how?
  17. the originalsettlers arrivedin massive canoes
  18. the island they found wascovered in trees
  19. survive thrive finite resources
  20. 3. you can’t survive 1. too much of this...2. this alldisappears...
  21. there are over 700 unfinishedstatues on easter islandthey kept making them rightuntil the trees ran out...
  22. marketing needs torebalance
  23. people wouldnot care if70%of brandsdisappeared havasbrand study meaningful Media
  24. creation of exploitation demand of demand finite resources
  25. four ways to find balance
  26. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  27. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  28. antonioStradivari’sworkshopcreated thefineststringedinstrumentsof all time
  29. Stradivari left hisworkshop to hissons, who hadworked beside himall their lives.
  30. the workshopclosed withintwenty years.
  31. “he could notteach either ofthem how to bea genius.” Sennett on Stradivari
  32. even the mostbrilliant mindscannot cheat death
  33. Though they try...
  34. Though they try...
  35. branding was the next best thing
  36. [ ] long section on 100 years of brand evolution
  37. yet we’re now incrediblyfocussed on ‘the maker’
  38. “when the founder is stillthere, people respect thebrand in a way thatdoesn’t happen when thereins have been handeddown over and over” Entrepreneur magazine Apr 12
  39. “when the founder is stillthere, people respect thebrand in a way thatdoesn’t happen when thereins have been handeddown over and over” Entrepreneur magazine Apr 12
  40. “when the founder is stillthere, people respect thebrand in a way thatdoesn’t happen when thereins have been handeddown over and over” Entrepreneur magazine Apr 12
  41. so when they do depart...who replacesthe maker?
  42. Sometimesthere areweirdreplacements
  43. product designer at hp?
  44. packagingdesigner atdiet coke?
  45. creative director of polaroid?
  46. creative director of intel?
  47. but usuallythere aresafereplacements
  48. “accountantsdrift to the top ” stephen king, jwt, 1985
  49. 0.6 51%0.45 36% ftse 100 0.3 24% ceos with0.15 finance 0 backgrounds 1996 2008 2012 source - Robert Half / Hendricks & Struggles
  50. MakeThings Makepeoplewant people want Things Safe pair of hands
  51. those nice people infinancelike the wrong sort ofmarketing
  52. Has MarketingFailed, or was itnever really tried?1985 paper by Stephen king, JWT
  53. four marketingroutes to failure
  54. 1 thrust marketing
  55. 2 marketing department marketing silo marketing
  56. 3 marketing accountant’s payback january december
  57. 4 marketing formula x + Y success = z
  58. four essentialaspects ofrealmarketing
  59. 1 start with the customer
  60. 2 over time working
  61. 3 resources using all CEO marketing manufacturing
  62. 4 innovation creativity that delivers value
  63. all deeplylinked to theproduct
  64. “I dont believe inbrands.  Peoplebuy our product,not our company. Youre only asgood as your lastproduct.” James Dyson
  65. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  66. 1. making is marketing2. show the value inside things3. look between people4. want to make brilliant things
  67. what do marketers knowabout making things...?
  68. you are theruiners of allthingsgood bill hicks on marketers
  69. C3podemeanshimselffor a washingmachine
  70. really?
  71. sexy.
  72. what next?
  73. doesn’t theHolidayspeciallook prettyspecial right now?
  74. you are theruiners of allthingsgood
  75. though actually...
  76. people stoppedcaring in1999
  77. so what is actually being ruined here?
  78. WHY RUIN your brand WITH STAR WARS?
  79. “there is nothinginterestingabout ouruniverse......let’s borrowsomeone else’s”
  80. It’s never really yours to borrowso anyone else can borrow it too
  81. you are theruiners of allthingsgood
  82. marketinghas driftedtoo far fromproductreality
  83. the atoms of a product, or the seconds spent with a service
  84. the feelings we getfrom buying, using orexperiencing the thing
  85. the twocannot beseparated
  86. pre-industrial industrial network
  87. pre-industrial brands sufferedthe stradivari problem
  88. mass-productionbranding helpedsolve that problem
  89. strip out andreplicate the essence of the maker
  90. the art ofbranding wascompression
  91. companiesstill seektheir fortunein the ideasof a longdead mind...
  92. compressiondon’t work forthis world
  93. every timewe blinka brandchanges
  94. which can be disconcertingif you are used toconsistency
  95. “I struggle to identify aconsistent set ofmeasures across ourdigital campaigns” John Woods Coke, GB & Ireland
  96. wait untilmarketingautomationkicks offproperly...The NEw yorker, 1946
  97. it will onlyget a lot,lotstranger
  98. “Nostalgia isn’t a business Model” john naughton http://memex.naughtons.org/archives/2012/04/05/15944
  99. don’t pretend itisn’t happening
  100. “We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.” Bud Caddellgraphic from http://whtebkgrnd.tumblr.com/
  101. don’t fightfragmentationaccelerate it
  102. fragmentation doesn’tdestroy brand valueit demonstrates value....or lack of it
  103. there’s a different way to think about value...the labourtheory of value
  104. developed ...and laterby adam by karlsmith... marx
  105. modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
  106. The labour theory of valuethe value of something isdetermined by the labourthat went into its production
  107. the making of ‘it’ -where the makingis part of thestory of the ‘it’... thomas heatherwick
  108. “marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
  109. £0.99 £3.33per pad per pad
  110. it’s easier tobuy this world...
  111. ...thanthis world
  112. Labour theoryof brand value:make every productwith the infinitecanvas of theinternet in mind
  113. “The internet is biasedtowards fact.  Peopledon’t care about yourbrand mythology, theycare about where yourproduct is made andwhat’s in it.” douglas rushkoff
  114. world building world borrowing
  115. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  116. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  117. staringat peopleis rude
  118. staring down atpeople is a forceof habit...
  119. “We do what we do largely becauseof our interaction with - and underthe influence of - others.And mostly without realising it.” Mark Earls, Herd
  120. stop staringat peoplestart lookingbetween them
  121. differentpeoplewantdifferentthings
  122. how do you lookbetween people?
  123. anthropologish**not hardcore anthropology, before anyone gets angry
  124. archeology culture four disciplineslanguage social
  125. fuck yeaharcheology !
  126. oh..... thatarcheology
  127. diggingaround in thethings folkleave behind
  128. unseen UK, 2006photos by the people at royal mail
  129. look for the things thatshow you what peopleare capable of...
  130. language
  131. we want a... strapline three values proposition
  132. 200million we need a... dictionary lexicontweets phrase bookper day
  133. it matters what they say about younot what you say about you
  134. culturedon’t look forthings that unitelook for thingsthat divide...
  135. “We seek out theseobsessives, maniacsand eccentricsbecause they canhelp us get to big,breakthrough ideas” Brian MillAr, Sense Worldwide
  136. social... ...hang on, we know about this one...
  137. social... ...hang on, we know about this one...
  138. facebook offersa partial glanceof the intangiblehalf of yoursocialfootprint
  139. galvanism: when we thought electricity would curefrom “The Craftsman” by Richard sennett all disease
  140. facebook doesnot offerintimations ofthe sublimehttp://jeffberryman.com/2011/05/19/counting-on-the-sublime/
  141. always look through two lenses Material & virtual_____.jpg by Alan Belcher
  142. what’s fascinating is wherethe two now begin to meet People like the clothes online, appears on hangers in store C&A, Brasil
  143. “It wasnt a real flag, it was a flag on a video graphic” Paul deighton, locog chief executive
  144. archeology culture look between peoplelanguage social
  145. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  146. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  147. threedifferentwants peter doyle, Value-Based Marketing
  148. incipient wantsthings whichpeople want, buthave no idea aboutuntil they see it.
  149. the thingsthat sellthemselves
  150. latent wantsthings there areno presentsolutions for, butare easy forpeople to describe
  151. existing wantsthings we alreadyknow we want, forwhich there areplenty of willingsuppliers...
  152. existing wants...this is where theinteresting shit islet’s think aboutcoffee, for example
  153. “like yacht racing,modern markets are anenvironment definedsolely by the positionof the competitors,rather than by anyabsolute geography” John Cronk
  154. Coffee was the Vendée globe
  155. you needed asuper-yachtto be in therace, nevermind scorepoints
  156. The internet isa very lenientrace judgeit lets anysmall boatjoin in...
  157. i am a bit pickyabout coffee...
  158. i can find agreat place tobuy coffeewhenever I’mout and about
  159. I can blendmy owncoffee tosuit my owntasteprofile.And name it
  160. I can watch509 videosabout howto use anaeropress
  161. I can read 19,200,000 internetlinks on coffee farm soil reports*
  162. I can read 19,200,000 internetlinks on coffee farm soil reports* *i haven’t
  163. ikawa coffee systemi could even start roasting coffee at home
  164. amongst myfriends, I am anovice
  165. so what’s happening?
  166. Talent hits a target no one else can hitgenius hits a targetno one else can see arthur Schopenhauer
  167. the big boats find it hardto see all the little boats
  168. all of theirresearch tools aregeared to look atthe directcompetitorsmarketers copyeach other justlike everyone else
  169. It should still be possibleto do something though...?
  170. thisis yourbestresponse?
  171. barista style....?
  172. baristastyle isfreehugs
  173. nofreehugs
  174. but we havemarketshare?
  175. it never starts with peoplewho want market share...
  176. you are theruiners of allthingsgood
  177. make something they can believe in
  178. you have to want tomake a difference
  179. To Do a common thinguncommonly wellbrings success
  180. To Do a common thinguncommonly wellbrings success henry john heinz
  181. uncommonly wellis now a lot harder to achieve than it used to be
  182. want to makes things well
  183. want to tellyour story
  184. want to create demand
  185. people willonly wantthe thingsyou makeas much asyou want tomake them.
  186. 1. making is marketinG2. show the value inside things3. look between people4. want to make brilliant things
  187. that sounds... hard where do i start?
  188. think of itthis wayyou are anoperatingsystem
  189. they’re not consumersthey’re users
  190. they will make great things that you are afraid to makeby David Lee, howstrange.com
  191. they will take your things and make other things
  192. but they always haveJingle Bells, Batman smells,Robin flew away.Kojak lost his lollipopAnd bought a Milky Way trad. children’s song, 1960’s onwards
  193. open up your operating system
  194. remember which side you are on
  195. wefightfortheusers
  196. thank youjohn v willshiretwitter - @willshhttp://smithery.co http://shop.smithery.co

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