The document appears to be a series of tweets by John Willshire discussing various topics related to brands, marketing, and the social web. Some key points discussed include the potential differences between traditional marketing structures that may be more "dialectic" versus seeking consensus, versus social platforms being more "dialogic" in nature by allowing different ideologies to coexist. Willshire also discusses giving up certain things like perfectionism and control in order to embrace principles like fragmentation, cooperation, complexity, and experimentation in a modern marketing context.

1. SMITHERY.CO
@WILLSH
HOWOURWORK
MIGHTWORK
05.09.2013
SILICONBEACH
BOURNEMOUTH
50.7200°N,1.8800°W
HTTP://RIVETIN.GS/SILB
JOHNVWILLSHIRE,SMITHERY

2. SMITHERY.CO
@WILLSH
“WHATISITYOUACTUALLYDO...?”

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@WILLSH

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@WILLSH
“WORKOF”

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@WILLSH
“GOODSMADE”

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
ASTRONG
WORKING
PRINCIPLE

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@WILLSH
ANDAHEALTHYDOSE
OFSPECULATION...

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@WILLSH
“...MENOFSPECULATION,WHOSETRADEITIS
NOTTODOANYTHING,BUTTOOBSERVE
EVERYTHING;ANDWHO,UPONTHAT
ACCOUNT,AREOFTENCAPABLEOF
COMBININGTOGETHERTHEPOWERSOFTHE
MOSTDISTANTANDDISSIMILAROBJECTS.”
ADAMSMITH,THEWEALTHOFNATIONS,1776

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@WILLSH
HERE’SSOMETHINGITALK
ABOUTATSQUARED
WWW.WEARESQUARED.COM
WWW.GOOGLE.COM/+WEARESQUARED

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@WILLSH
LET’STALKABOUT
FRACKING...

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@WILLSH
“FRACKINGISAN
AGGRESSIVE,INVASIVE
TECHNIQUEFOR
EXTRACTINGVALUABLE
RAWMATERIALSOUTOF
HARDTOREACHPLACES”
PHILADAMS,BLONDEDIGITAL
(ANDCHEMICALENGINEERGRAD)

15. SMITHERY.CO
@WILLSH
ATTENTION
ISTHE
MOST
VALUABLE
RAW
MATERIAL
THEREIS

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@WILLSH
AREBRANDS
FRACKINGTHE
SOCIALWEB?
one question I’m wrestling with:

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@WILLSH
“IBELIEVETHATTHEFUTUREOFBRAND
COMMUNICATIONSLIESINFINDINGA
WAYTOBECOMEPARTOFCOMMUNITIES,
ANDCOMMUNICATEWITHTHEMINA
WAYTHATISSHARED,PARTICIPATORY
ANDRECIPROCAL”
ME,FIVEYEARSAGO,BEINGADICK

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@WILLSH
THATSOUNDS
REALLYANNOYING

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@WILLSH
YEP,REALLYANNOYING.

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@WILLSH
“OUR
CHALLENGE
ISTHAT
PEOPLE
REALLY
DON’TCARE”
martin Weigel, W+K

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@WILLSH
PERHAPSBRANDSANDTHE
SOCIALWEBAREJUSTVERY
DIFFERENTTYPESOFTHING?

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@WILLSH
LET’STHINK
ALITTLEABOUT
“CONVERSATIONS”

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@WILLSH

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@WILLSH
THREEBOOKSABOUTTHESKILLSPEOPLE
NEEDTOSUSTAINEVERYDAYLIFE
THECRAFTSMAN
2008
TOGETHER
2012
WITH“CITIES”
TOFOLLOW...
WORKINGWELL COOPERATION

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@WILLSH
“ANEXCHANGEIN
WHICHTHE
PARTICIPANTS
BENEFITFROMTHE
ENCOUNTER”
cooperation

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@WILLSH
ITCONTAINSA
VERYUSEFUL
WAYTOTHINK
ABOUT
CONVERSATION

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@WILLSH
“WHENWESPEAKABOUT
COMMUNICATIONSKILLS,WEFOCUS
ONHOWTOMAKEACLEAR
PRESENTATION,TO PRESENTWHAT
WETHINKORFEEL...”
RICHARDSENNETT,TOGETHER

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@WILLSH

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@WILLSH
CONVERSATIONIS
ABOUTLISTENING

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@WILLSH
BUTMOREIMPORTANTTHAN
JUSTLISTENINGIS
LISTENINGWELL

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@WILLSH
LISTENINGCAREFULLY
PRODUCESCONVERSATIONS
OFTWOSORTS...
THEDIALECTIC
ANDTHEDIALOGIC
“
”
RICHARDSENNETT,TOGETHER

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@WILLSH
WHATTHEF***?

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@WILLSH
DIALECTIC
FROMWORKOF
GERMANPHILOSOPHER
GWFHEGEL
THEINTERACTIONAND
RESOLUTIONBETWEEN
MULTIPLEIDEAS

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@WILLSH
DIALECTIC:
RICHARDSENNETT,TOGETHER
“THEAIMISTOCOME
EVENTUALLYTOACOMMON
UNDERSTANDING”

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@WILLSH
DIALECTICWANTSCONSENSUS
A b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg

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@WILLSH
...NOMATTER
HOWGOODTHAT
CONSENSUSIS

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@WILLSH
DIALOGIC
FROMWORKOFRUSSIAN
PHILOSOPHERMIKHAILBAHKTIN
“ADISCUSSIONTHATDOESNOT
RESOLVEITSELFBYFINDING
COMMONGROUND...”

38. SMITHERY.CO
@WILLSH
“[PEOPLE]BECOME
MOREAWAREOF
THEIROWNVIEWS
ANDEXPANDTHEIR
UNDERSTANDING
OFONEANOTHER”
RICHARDSENNETT,TOGETHER
DIALOGIC:

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@WILLSH
INDIALOGIC
CONVERSATION,
IDEOLOGIESCOEXIST
A
b
C
D
E
F
G H

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@WILLSH
THEY
CONSTANTLY
INTERACTAND
INFORMEACH
OTHER
A
b
C
D
E
F
G H

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@WILLSH
EACHIDEOLOGY
CANHOLDMORE
SALIENCEIN
CERTAIN
CIRCUMSTANCES
A
b
C
D
E
F
G H

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@WILLSH
CHANGESCANBE
MADEIFA
STRATEGYDOES
NOTHAVETHE
DESIREDEFFECT
A
b
C
D
E
F
G H

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@WILLSH
THISMIGHTNOTJUSTAPPLYTO
“CONVERSATION”

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@WILLSH
THISINTERPLAYOF
IDEASISVERY
REMINISCENTOF
THESOCIALWEB...

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@WILLSH
WHATIFTHERE
AREDIALECTICAND
DIALOGIC
STRUCTURES&
CULTURESTOO?

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@WILLSH
ARETRADITIONAL
MARKETING
STRUCTURESLIKELY
TOBEMORE
DIALECTIC?

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@WILLSH
ARESOCIALWEB
PLATFORMSAND
COMPANIESMORE
DIALOGICINNATURE?

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@WILLSH
ITWOULDHELP
EXPLAINTHE
CULTURECLASH

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@WILLSH
AREBRANDS
INTENTIONALLY
FRACKINGTHE
SOCIALWEB?
PERHAPS...

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@WILLSH
ORISITTHEFAULTOFA
MASSIVECULTURALDIVIDE?

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
YOURTONEOF
ACTIONISWHAT
ATTRACTSPEOPLE

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@WILLSH

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@WILLSH

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@WILLSH
MODERNECONOMICS:
THEVALUEOFATHINGIS
DETERMINEDBYWHATONEIS
WILLINGTOGIVEUPTOOBTAIN
THETHING

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@WILLSH
THELABOURTHEORYOFVALUE
THEVALUEOFSOMETHING
ISDETERMINEDBYTHE
LABOURTHATWENT
INTOITSPRODUCTION

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@WILLSH
PERHAPSTHERE’SA
LABOURTHEORYOF
BRANDVALUE*
*it might need a better name, mind

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@WILLSH
FIELDNOTES

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@WILLSH
£0.99 £3.33
PERPADPERPAD

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@WILLSH
“MARKETINGISWORLD
BUILDING. WITH
UNLIMITEDBANDWIDTH
WECANNOWSHOWYOU
THEWORLD.”
@TOBYBARNES

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@WILLSH

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@WILLSH
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind http://rivetin.gs/legoinside

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@WILLSH
WE’DRATHERBUY
THISWORLD...

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@WILLSH
...THAN
THISWORLD

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@WILLSH
BRANDSOFTEN
FINDTHISHARD
BECAUSEOFTHEIR
HOLLOWFACTORY

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@WILLSH
THEREARETWO
OPPOSITEFORCES
OFINNOVATIONAT
WORKINMOSTBIG
BRANDSTODAY

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@WILLSH
MAKEPRODUCT
VERYEFFICIENTLY
MAKEMARKETING
ASINTERESTING
ASPOSSIBLE

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@WILLSH
MARXWAS
HALFRIGHT...

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@WILLSH
IT’SNOT
ABOUTTHE
MEANSOF
PRODUCTION

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@WILLSH
IT’SABOUTTHE
MEANING
INPRODUCTION

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@WILLSH
OVERHERE,IT’SWAY
EASIERTOCREATE
MEANINGINPRODUCTION

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@WILLSH
BUTITDEMANDS
DRAMATICCHANGESIN
HOWWEWORK

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@WILLSH
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY
COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION

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@WILLSH
COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION

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@WILLSH

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@WILLSH
EMBRACETHE
GRANULARITYOF
EVERYTHINGYOU’VE
EVERDONE
FRAGMENTATION

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@WILLSH
I’MREALLYINTERESTEDINTHEMAKING
OF‘IT’-WHERETHEMAKINGISPARTOF
THESTORYOFTHE‘IT’...
THOMASHEATHERWICK
“
”

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@WILLSH
ITCOULDBE
BLENDING
EVERYTHING
YOUDONOW
WITHARICH
TAPESTRYOF
YOURPAST...

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@WILLSH
ORITCOULD
BESHOWING
EVERYONE
EVERYTHING
YOUDOTO
MAKETHEIR
THING...

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
IT’SALLABOUTPEOPLE,
ANDWHATTHEYDO
TOGETHERTOMAKE
GREATTHINGSHAPPEN
COOPERATION

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@WILLSH
YEP.

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@WILLSH

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@WILLSH

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@WILLSH
HAVINGLOTSOF
PEOPLEINA
COMPANYMAKES
ITEASY...

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@WILLSH
OWNINGLOTSOFBRANDS
MAKESITHARD

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
DON’TCONSOLIDATE.
FRAGMENTBYSECTOR,
PRODUCT,
COUNTRY,
REGION...
COMPLEXITY

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@WILLSH
THINKOFITTHISWAY
YOUAREANOPERATINGSYSTEM

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@WILLSH
THEREISNO“ONE
SIZEFITSALL”
INYOUTUBE

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@WILLSH
WITHTHERIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
EXPERIMENTATION
SHOWPEOPLETHE
FUTUREYOUWANTTO
LIVEINWITHTHEM

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH

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@WILLSH
“IT’SNOTRESEARCHAND
DEVELOPMENT,BUT
PERSISTENCEOFVISION...”
STUARTWOOD
HEADOFINNOVATION
HEATHERWICKSTUDIO

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@WILLSH

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@WILLSH

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@WILLSH
WHICHALLSOUNDSAMAZING
BUTHERE’STHECATCH
YOUHAVETOGIVEUP
SOMETHINGFOREACHOFTHESE

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@WILLSH
GIVEUP
PERFECTIONISM
TOEMBRACE
FRAGMENTATION
SWAPITFOR
CONTENT

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@WILLSH
GIVEUP
CONTROL
TOEMBRACE
COOPERATION
SWAPITFOR
COMMUNITY

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@WILLSH
GIVEUP
CONSOLIDATION
TOEMBRACE
COMPLEXITY
SWAPITFOR
SPEED

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@WILLSH
GIVEUP
KNOWING
TOEMBRACE
EXPERIMENTATION
SWAPITFOR
LEARNING

139. SMITHERY.CO
@WILLSH
“LEARN,THINKAND
THRIVEINTHE
CONTEXTOFWORKING
WITHMULTIPLE
PERSPECTIVESAND
ULTIMATE
UNCERTAINTY”
RUPERTWEGERIF

140. SMITHERY.CO
@WILLSH

141. SMITHERY.CO
@WILLSH
“WHATISITYOUACTUALLYDO...?”
TELLPEOPLETHELASTTHINGYOUDID,
ANDTHENEXTTHINGYOU’REDOING.
THENLISTENWELL.

142. SMITHERY.CO
@WILLSH
THANKYOU
john v willshire
http://smithery.co
@willsh
john@smithery.co
artefact cards - http://shop.smithery.co