Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MTPW > MPWT @ IAPI, Dublin

9,883 views

Published on

The slides from the talk I gave on "Does Making Things People Want Beat Making People Want Things" at the IAPI breakfast event on 19th June 2014 in Dublin, Ireland

Published in: Marketing

MTPW > MPWT @ IAPI, Dublin

  1. SMITHERY.CO @WILLSH DOES MAKINGTHINGSPEOPLEWANT BEAT MAKINGPEOPLEWANTTHINGS? 19/06/2014 IAPI DUBLIN 53.336951N,-6.257106W JOHNVWILLSHIRE,SMITHERY
  2. SMITHERY.CO @WILLSH WHATISITYOU ACTUALLYDO...?
  3. SMITHERY.CO @WILLSH
  4. SMITHERY.CO @WILLSH
  5. SMITHERY.CO @WILLSH
  6. SMITHERY.CO @WILLSH
  7. SMITHERY.CO @WILLSH
  8. SMITHERY.CO @WILLSHATACTILEMEMORY...
  9. SMITHERY.CO @WILLSH ABOXTHAT’SBIGGERONTHEINSIDE
  10. SMITHERY.CO @WILLSH WHYAMIHERE?
  11. SMITHERY.CO @WILLSH ISN’TITQUITEFAR AWAYFROMMEDIA?
  12. SMITHERY.CO @WILLSH WHATISMEDIA NOWADAYS?
  13. SMITHERY.CO @WILLSH MEDIAISA VEHICLEFOR KNOWLEDGE CESARHIDALGO,MITMEDIALAB “ ”
  14. SMITHERY.CO @WILLSH MEDIAISTHE CONNECTIVETISSUE OFSOCIETY CLAYSHIRKY,NYU “ ”
  15. SMITHERY.CO @WILLSH MEDIAISHYBRID JUSTLIKEBUILDINGS,DEVICES, SPACES,EVENTSETC NOTHINGISALL-DIGITALANY MORETHATIT’SALL-PHYSICAL DANHILL,FABRICA “ ”
  16. SMITHERY.CO @WILLSH TISSUE VEHICLE HYBRID CONNECTIVEOBJECTS THAT TRANSFERKNOWLEDGE THROUGH TIMEANDSPACE MEDIA:
  17. SMITHERY.CO @WILLSH MEDIANOWSTARTS ATPRODUCTCREATION
  18. SMITHERY.CO @WILLSH
  19. SMITHERY.CO @WILLSH “WORKOF”
  20. SMITHERY.CO @WILLSH “GOODSMADE”
  21. SMITHERY.CO @WILLSH
  22. SMITHERY.CO @WILLSH
  23. SMITHERY.CO @WILLSH
  24. SMITHERY.CO @WILLSH
  25. SMITHERY.CO @WILLSH
  26. SMITHERY.CO @WILLSH
  27. SMITHERY.CO @WILLSH
  28. SMITHERY.CO @WILLSH MARKETINGHASBECOME ADVERTISINGMANAGEMENT
  29. SMITHERY.CO @WILLSH IT’SHARDLYANEWPROBLEM
  30. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION… SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  31. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESS SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  32. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
  33. SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK JOHNMCKITTERICK,GE,1957
  34. SMITHERY.CO @WILLSH “HAS MARKETING FAILED, ORWASIT NEVERREALLY TRIED?” 1985PAPERBYSTEPHENKING,JWT
  35. SMITHERY.CO @WILLSH FOUR MARKETING ROUTESTO FAILURE...
  36. SMITHERY.CO @WILLSH THRUST MARKETING1
  37. SMITHERY.CO @WILLSH marketing MARKETING DEPARTMENT MARKETING2
  38. SMITHERY.CO @WILLSH ACCOUNTANT’S MARKETING3 JANUARY DECEMBER PAYBACK
  39. SMITHERY.CO @WILLSH FORMULA MARKETING4 success = x Y z +
  40. SMITHERY.CO @WILLSH FOUR ESSENTIAL ASPECTSOF REAL MARKETING
  41. SMITHERY.CO @WILLSH STARTWITH THECUSTOMER1
  42. SMITHERY.CO @WILLSH WORKING OVERTIME2
  43. SMITHERY.CO @WILLSH USINGALL RESOURCES3CEO marketing manufacturing
  44. SMITHERY.CO @WILLSH INNOVATION4 CREATIVITYTHAT DELIVERSVALUE
  45. SMITHERY.CO @WILLSH ALLDEEPLY LINKEDTO PRODUCT
  46. SMITHERY.CO @WILLSH YETCURRENTLY, MARKETINGISFAILING
  47. SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF70% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2012
  48. SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF73% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2013
  49. SMITHERY.CO @WILLSH BRANDSAREINBADSHAPE. LITERALLY.
  50. SMITHERY.CO @WILLSH HTTP://RIVETIN.GS/PYRAMID
  51. SMITHERY.CO @WILLSH THEMODERNBRANDIS LIKEABITTORRENTFILE
  52. SMITHERY.CO @WILLSH IMPOSSIBLE FORANYONE MINDTO CONCEIVE...
  53. SMITHERY.CO @WILLSH
  54. SMITHERY.CO @WILLSH
  55. SMITHERY.CO @WILLSH
  56. SMITHERY.CO @WILLSH
  57. SMITHERY.CO @WILLSH
  58. SMITHERY.CO @WILLSH
  59. SMITHERY.CO @WILLSH
  60. SMITHERY.CO @WILLSH YOURTONEOF ACTIONISWHAT ATTRACTSPEOPLE
  61. SMITHERY.CO @WILLSH
  62. SMITHERY.CO @WILLSH
  63. SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHING ISDETERMINEDBY WHATONEISWILLING TOGIVEUPTOOBTAIN THETHING
  64. SMITHERY.CO @WILLSH THELABOURTHEORY OFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION
  65. SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *ITMIGHTNEEDABETTERNAME
  66. SMITHERY.CO @WILLSH FIELDNOTES
  67. SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD
  68. SMITHERY.CO @WILLSH “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWE CANNOWSHOW YOUTHEWORLD.” @TOBYBARNES
  69. SMITHERY.CO @WILLSH
  70. SMITHERY.CO @WILLSH LABOURTHEORY OFBRANDVALUE: YOUHAVETOMAKEEVERYTHINGWITHTHE INFINITECANVASOFTHEINTERNETINMIND
  71. SMITHERY.CO @WILLSH WE’DRATHERBUY THISWORLD...
  72. SMITHERY.CO @WILLSH ...THANTHISWORLD
  73. SMITHERY.CO @WILLSH MARXWAS HALF RIGHT...
  74. SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION
  75. SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION
  76. SMITHERY.CO @WILLSH BRANDSOFTEN FINDTHIS HARDBECAUSE OFTHEIR HOLLOW FACTORY
  77. SMITHERY.CO @WILLSH THEREARETWO OPPOSITEFORCES OFINNOVATIONAT WORKINMOSTBIG BRANDSTODAY
  78. SMITHERY.CO @WILLSH MAKEPRODUCT VERY EFFICIENTLY MAKE MARKETING ASINTERESTING ASPOSSIBLE
  79. SMITHERY.CO @WILLSH SOWHATSHOULDWEDO?
  80. SMITHERY.CO @WILLSH ADVERTISINGISNOT THETHINGYOUDO, IT’STHESTORYOFTHE THINGSYOU’VEDONE
  81. SMITHERY.CO @WILLSH ADVERTISINGISNOT THETHINGYOUDO, IT’STHESTORYOFTHE THINGSYOU’VEDONE
  82. SMITHERY.CO @WILLSH
  83. SMITHERY.CO @WILLSH
  84. SMITHERY.CO @WILLSH
  85. SMITHERY.CO @WILLSH
  86. SMITHERY.CO @WILLSH
  87. SMITHERY.CO @WILLSH
  88. SMITHERY.CO @WILLSH
  89. SMITHERY.CO @WILLSH
  90. SMITHERY.CO @WILLSH
  91. SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  92. SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHING YOU’VEEVERDONE FRAGMENTATION
  93. SMITHERY.CO @WILLSH ITCOULDBE BLENDING EVERYTHING YOUDONOW WITHARICH TAPESTRYOF YOURPAST...
  94. SMITHERY.CO @WILLSH ORITCOULD BESHOWING EVERYONE EVERYTHING YOUDOTO MAKETHEIR THING...
  95. SMITHERY.CO @WILLSH h IT’SALLABOUTPEOPLE, ANDWHATTHEYDO TOGETHERTOMAKE GREATTHINGSHAPPEN COOPERATION
  96. SMITHERY.CO @WILLSH YEP.
  97. SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANY MAKESITEASY...
  98. SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD
  99. SMITHERY.CO @WILLSH DON’TCONSOLIDATE. FRAGMENTBY SECTOR, PRODUCT, COUNTRY, REGION... COMPLEXITY
  100. SMITHERY.CO @WILLSH THEREISNO “ONESIZE FITSALL” INYOUTUBE
  101. SMITHERY.CO @WILLSH WITHTHERIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
  102. SMITHERY.CO @WILLSH
  103. SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOU WANTTOLIVEIN WITHTHEM
  104. SMITHERY.CO @WILLSH
  105. SMITHERY.CO @WILLSH
  106. SMITHERY.CO @WILLSH
  107. SMITHERY.CO @WILLSH
  108. SMITHERY.CO @WILLSH
  109. SMITHERY.CO @WILLSH YOUHAVETO GIVEUP SOMETHING FOREACHOF THESE...
  110. SMITHERY.CO @WILLSH PERFECTIONISM FRAGMENTATION CONTENT GIVEUP TOEMBRACE SWAPITFOR
  111. SMITHERY.CO @WILLSH COOPERATION GIVEUP CONTROL TOEMBRACE SWAPITFOR COMMUNITY
  112. SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED
  113. SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING
  114. SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
  115. SMITHERY.CO @WILLSH “ADAYINTHEWILD ISWORTHAMONTH OFGUESSING” MIKEKRIEGER,INSTAGRAM
  116. SMITHERY.CO @WILLSH
  117. SMITHERY.CO @WILLSH THANKYOU... ANDQUESTIONS? JOHNVWILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTSHOP.COM

×