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METASTRATEGY
John V Willshire, Smithery, London

Webdagene, Oslo

21st October 2016
@willsh
Movement, Layers and Loops
STR...
Who
is this
for?
Who
is this
for?
Gustavo Frazao/Shutterstock
@willsh
Buildings don’t pivot.
Or do they…?
@willsh
@willsh
METASTRATEGY
a strategy
of strategies
@willsh
“the philosopher’s
favourite tactic…”
DANIEL DENNETT
‘Going Meta’
@willsh
Daniel Dennett
“Anything you can do,
I can do meta”
@willsh
metaThe monkey wrench
of abstract thinking
@willsh
INPUTS
1) Think of a
word, put ‘meta’
in front of it
2) Google it
OUTPUTS
@willsh
Metadesign?
Who’s doing
the designing?
Whose future
is it anyway?
@willsh
Metamechanics?
@willsh
THE MECHANICS
OF MECHANICS
http://jaysimons.deviantart.com/
@willsh
INPUTS
1) Think of a
word, put ‘meta’
in front of it
2) Google it
OUTPUTS
1) You think
differently
2) You find who’s...
@willsh
Metadesign
Metamechanics
Metastrategy?
@willsh
movement…
loops…
layers…
@willsh
ADVARSEL
Denne presentasjonen inneholder
(litt) publikumsdeltakelse.
@willsh
@willsh
Jean Tinguely
1925-1991
@willsh
http://www.vernissage.tv
If you stare long enough,
you see how it works
@willsh
If you stare long enough,
you see how it works
@willsh
We love repeating patterns
@willsh
What are the internet’s
repeating patterns?
@willsh
Mechanics
“the behavior of physical bodies when
subjected to forces or displacements, and
the subsequent effects o...
@willsh
Mechanics:
What happens to things
when things happen to them?
@willsh
A unified theory of the web,
David Weinberger,
2002
“Small pieces,
loosely joined”
@willsh
“Once it’s published,
no one can change it
except the original
publisher”
DAVID WEINBERGER
The Document
@willsh
The Web
@willsh
Order is temporary…
@willsh
Work in forms where
order is temporary…
@willsh
Cards are a long, deep
cultural language
Jon Seidman - https://flic.kr/p/b6NEqB
@willsh
Content: what’s on the cards
Design Fiction Kit: Near Future Laboratory
@willsh
Mechanics: that they are cards
Design Fiction Kit: Near Future Laboratory
@willsh
Card Mechanics
@willsh
https://www.youtube.com/watch?feature=player_embedded&v=9dIQOrVhM5E - Prof. John Wood, TED, on Synergies
“The Crea...
@willsh
Order is
temporary…
@willsh
“[cards are] an aggregation of many
individual pieces of content”
@padday
@willsh
“an aggregation of many individual pieces of content”“[cards are] an aggregation of many
individual pieces of cont...
@willsh
Making the
metaphor
physical…
artefactshop.com
@willsh
Seymour Papert
1928-2016
@willsh
https://www.youtube.com/watch?v=bOf4EMN6-XA
@willsh
“The turtle is a
transitional object,
between the body,
the self, and an
abstract concept”
Seymour Papert
@willsh
Body, self, abstract
@willsh
Work in
materials
where
MOVEMENT
is part of their
makeup
Deal
Shuffle
Order
Stack
Turn
Spread
Rearrange
@willsh
@willsh
movement…
loops…
layers…
@willsh
@willsh
@willsh
MANOEUVRABILITY > SPEED
@willsh
MANOEUVRABILITY > SPEED
@willsh
OODA Loops
Observe
Orient
Decide
Act
@willsh
OBSERVE DECIDE ACTORIENT
outside world
implicit guidance & control
REPEAT
@willsh
OBSERVE DECIDE ACTORIENT
outside world
implicit guidance & control
New information
about changing
environment
Form...
@willsh
OBSERVE DECIDE ACTORIENT
outside world
implicit guidance & control
Create
perspectives
that match
your new
reality
@willsh
Create New Perspectives
New information
Analysis & synthesis
Previous experience
Cultural traditions
SOURCE: JOHN ...
@willsh
How do we orient?
New information
Analysis & synthesis
Previous experience
Cultural traditions
SOURCE: JOHN BOYD
P...
@willsh
The pattern problem
An example becomes a lesson
A lesson becomes a method
A method becomes a practice
A practice b...
@willsh
Break your patterns…
@willsh
…by giving yourself lots
of alternatives
@willsh
“Anything is easy if
you can assimilate
it to your collection
of models”
Seymour Papert
@willsh
“80 or 90 important models
will carry about 90% of the
freight in making you a
worldly‑wise person.”
Charlie Munge...
@willsh
@willsh
BRUCE LEE
“it is just a name used,
a boat to get one across,
and once across it is to be discarded
and not to be c...
@willsh
Good LOOPS allow you to
learn without becoming
trapped in the pattern
@willsh
movement…
loops…
layers…
@willsh
“Buildings don’t pivot.”
@willsh
but this year…
@willsh
@willsh
@willsh
Stewart Brand
“The quick processes provide
originality and challenge, while the
slow provide continuity and restra...
@willsh
@willsh
SLOW
FAST
FAST
SLOW
@willsh
@willsh
FAST
FAST
originality
and
challenge
@willsh
continuity
and
restraint
SLOW
SLOW
@willsh
@willsh
THE
GEARBOX
@willsh
THE
GEARBOX
@willsh
SLOWFAST
PEOPLE
@willsh
SLOWFAST PEOPLE
FRIENDS
FAMILY
KIDS TEAM
FUNDRAISERS
PARTIES
PARENT HELPERS
COMMUNITY PROGRAMMES
LOCAL TEAMS
HERIT...
@willsh
SLOWFAST
SPACE
@willsh
SLOWFAST SPACE
GRAFFITI
CHALKING
FLYPOSTING
STREET ART
PARTIES
ADVERTISING
PUBLIC NOTICE BOARDS
SHOP SIGNS
STREET ...
@willsh
SLOWFAST
PEOPLE
SLOWFAST
SPACE
@willsh
Stewart Brand
“All durable, dynamic systems have
this sort of structure; it’s what
makes them dynamic and robust”
@willsh
Continuity and
Restraint
Originality and
Challenge
dynam
ic
and
robust
@willsh
Continuity and
Restraint
Originality and
Challenge
?
@willsh
What
happens
when the
gears slip
or jump?
@willsh
originality and
challenge of people
vs.
continuity and
restraint of space
@willsh
Photograph by Brett Gundlock, Boreal Collective
@willsh
originality and
challenge of space
vs.
continuity and
restraint of people
@willsh
What happens when
a $49 billion, 21 year-
old franchise invades
your local bar?
@willsh
@willsh
I PROMISE YOU,
THIS IS RESEARCH
@willsh
Visualising
cultural
deserts
@willsh
Physically
agnostic
Temporally
agnostic
@willsh
What is
“here”?
pic: Aiko Graywolfe
@willsh
ADVARSEL
Publikumsteltakelsen skjer nå.
@willsh
@willsh
IS IT REALLY ‘HERE’?
@willsh
IF IT ISN’T OVER HERE…
@willsh
AND ISN’T OVER HERE…
@willsh
IT MUST
BE HERE.
@willsh
SLAPP AV
Publikumsteltakelsen er nå over.
@willsh
HERE IS
WHERE THE
PROBLEMS
START…
POKEMON GO ‘MOB’, JULY 20TH, SAN FRANCISCO
PHOTO: NYT
TEMPORARY SPATIAL SHOCKS
@willsh
@willsh
Pic: Jean-Louis Zimmermann
“It makes
it harder to
live here”
@willsh
Overnight,
Pokémon Go
started wearing
your city like an ill-
fitting
human suit
@willsh
SLOWFAST
PEOPLE
SLOWFAST
SPACE
We have to
learn to move
differently in
the volatile
quadrants
@willsh
movement…
loops…
layers…
@willsh
How do we
navigate
this world?
@willsh
A UNIVERSAL AGILITY MAP
@willsh
TEAM QUALITATIVE QUANTITATIVE0
PEOPLE
SPACE
@willsh
Quantitative: new ways to find/make
@willsh
Picture of Erika saying
something brilliant and
profound about Qualitative
@willsh
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
0
PEOPLE
SPACE
@willsh
Sketch: what tools do you use?
@willsh
Structure: where does it sit?
@willsh
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
0
PEOPLE
SPACE
@willsh
Each space is self-
contained
0 TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
@willsh
0
SHARE?
OR
IMPROVE
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
@willsh
0
Different
projects,
different
journeys
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
@willsh
0
Time is
an output,
not an
input
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
@willsh
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
0
How is it
useful?
PEOPLE
SPACE
@willsh
Project mapping
@willsh
@willsh
@willsh
@willsh
@willsh
R&D
INNOVATION
MANUFACTURING MARKETING
SALES
CUSTOMER
@willsh
@willsh
Information - what’s important to you?
@willsh
User stories:
where does it matter?
@willsh
Assembly: What might fix it?
@willsh
@willsh
For one client, qualitative exploration
@willsh
Across many, quantitative steering
@willsh
R&D
INNOVATION
MANUFACTURING MARKETING
SALES
CUSTOMER
@willsh
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
0
Generate
systems with
movement,
loops and layers
PEOPLE
SP...
@willsh
movement…
loops…
layers…
@willsh
All systems pivot,
if you build in the flexibility.
@willsh
Stare at it,
see how it
works?
@willsh
“We wanna see the patterns…”
@willsh
WELCOME TO THE
NEW NORMAL
METASTRATEGY?
@willsh
Strategy is dead.
Design appropriately.
THANK YOU
JOHN@SMITHERY.CO
@WILLSH
SMITHERY.CO
ARTEFACTSHOP.COM
(IS IT BEER TIME NOW?)
Strategien er død - lenge leve Metastrategien - John Willshire
Strategien er død - lenge leve Metastrategien - John Willshire
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Strategien er død - lenge leve Metastrategien - John Willshire

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Før kunne en strategi vare i mange år. Nå holder den knapt tiden det tar å skrive den. Alt endres for fort. Hvordan lager vi strategier som funker i den digitale virkeligheten?

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Strategien er død - lenge leve Metastrategien - John Willshire

  1. 1. METASTRATEGY John V Willshire, Smithery, London Webdagene, Oslo 21st October 2016 @willsh Movement, Layers and Loops STRATEGY IS DEAD, LONG LIVE
  2. 2. Who is this for?
  3. 3. Who is this for? Gustavo Frazao/Shutterstock
  4. 4. @willsh Buildings don’t pivot. Or do they…?
  5. 5. @willsh
  6. 6. @willsh
  7. 7. METASTRATEGY a strategy of strategies
  8. 8. @willsh “the philosopher’s favourite tactic…” DANIEL DENNETT ‘Going Meta’
  9. 9. @willsh Daniel Dennett “Anything you can do, I can do meta”
  10. 10. @willsh metaThe monkey wrench of abstract thinking
  11. 11. @willsh INPUTS 1) Think of a word, put ‘meta’ in front of it 2) Google it OUTPUTS
  12. 12. @willsh Metadesign?
  13. 13. Who’s doing the designing? Whose future is it anyway?
  14. 14. @willsh Metamechanics?
  15. 15. @willsh THE MECHANICS OF MECHANICS http://jaysimons.deviantart.com/
  16. 16. @willsh INPUTS 1) Think of a word, put ‘meta’ in front of it 2) Google it OUTPUTS 1) You think differently 2) You find who’s been here before
  17. 17. @willsh Metadesign Metamechanics Metastrategy?
  18. 18. @willsh movement… loops… layers…
  19. 19. @willsh ADVARSEL Denne presentasjonen inneholder (litt) publikumsdeltakelse.
  20. 20. @willsh
  21. 21. @willsh Jean Tinguely 1925-1991
  22. 22. @willsh http://www.vernissage.tv If you stare long enough, you see how it works
  23. 23. @willsh If you stare long enough, you see how it works
  24. 24. @willsh We love repeating patterns
  25. 25. @willsh What are the internet’s repeating patterns?
  26. 26. @willsh Mechanics “the behavior of physical bodies when subjected to forces or displacements, and the subsequent effects of the bodies on their environment” Wikipedia
  27. 27. @willsh Mechanics: What happens to things when things happen to them?
  28. 28. @willsh A unified theory of the web, David Weinberger, 2002 “Small pieces, loosely joined”
  29. 29. @willsh “Once it’s published, no one can change it except the original publisher” DAVID WEINBERGER The Document
  30. 30. @willsh The Web
  31. 31. @willsh Order is temporary…
  32. 32. @willsh Work in forms where order is temporary…
  33. 33. @willsh Cards are a long, deep cultural language Jon Seidman - https://flic.kr/p/b6NEqB
  34. 34. @willsh Content: what’s on the cards Design Fiction Kit: Near Future Laboratory
  35. 35. @willsh Mechanics: that they are cards Design Fiction Kit: Near Future Laboratory
  36. 36. @willsh Card Mechanics
  37. 37. @willsh https://www.youtube.com/watch?feature=player_embedded&v=9dIQOrVhM5E - Prof. John Wood, TED, on Synergies “The Creative Quartet” - Prof. John Wood 1 2 3 45 6
  38. 38. @willsh Order is temporary…
  39. 39. @willsh “[cards are] an aggregation of many individual pieces of content” @padday
  40. 40. @willsh “an aggregation of many individual pieces of content”“[cards are] an aggregation of many individual pieces of content” @padday
  41. 41. @willsh Making the metaphor physical… artefactshop.com
  42. 42. @willsh Seymour Papert 1928-2016
  43. 43. @willsh https://www.youtube.com/watch?v=bOf4EMN6-XA
  44. 44. @willsh “The turtle is a transitional object, between the body, the self, and an abstract concept” Seymour Papert
  45. 45. @willsh Body, self, abstract
  46. 46. @willsh Work in materials where MOVEMENT is part of their makeup Deal Shuffle Order Stack Turn Spread Rearrange
  47. 47. @willsh
  48. 48. @willsh movement… loops… layers…
  49. 49. @willsh
  50. 50. @willsh
  51. 51. @willsh MANOEUVRABILITY > SPEED
  52. 52. @willsh MANOEUVRABILITY > SPEED
  53. 53. @willsh OODA Loops Observe Orient Decide Act
  54. 54. @willsh OBSERVE DECIDE ACTORIENT outside world implicit guidance & control REPEAT
  55. 55. @willsh OBSERVE DECIDE ACTORIENT outside world implicit guidance & control New information about changing environment Form a hypothesis Test it… REPEAT
  56. 56. @willsh OBSERVE DECIDE ACTORIENT outside world implicit guidance & control Create perspectives that match your new reality
  57. 57. @willsh Create New Perspectives New information Analysis & synthesis Previous experience Cultural traditions SOURCE: JOHN BOYD
  58. 58. @willsh How do we orient? New information Analysis & synthesis Previous experience Cultural traditions SOURCE: JOHN BOYD PRESENT} PATTERNS}
  59. 59. @willsh The pattern problem An example becomes a lesson A lesson becomes a method A method becomes a practice A practice becomes a doctrine A doctrine becomes death
  60. 60. @willsh Break your patterns…
  61. 61. @willsh …by giving yourself lots of alternatives
  62. 62. @willsh “Anything is easy if you can assimilate it to your collection of models” Seymour Papert
  63. 63. @willsh “80 or 90 important models will carry about 90% of the freight in making you a worldly‑wise person.” Charlie Munger, Berkshire Hathaway
  64. 64. @willsh
  65. 65. @willsh BRUCE LEE “it is just a name used, a boat to get one across, and once across it is to be discarded and not to be carried on one's back”
  66. 66. @willsh Good LOOPS allow you to learn without becoming trapped in the pattern
  67. 67. @willsh movement… loops… layers…
  68. 68. @willsh “Buildings don’t pivot.”
  69. 69. @willsh but this year…
  70. 70. @willsh
  71. 71. @willsh
  72. 72. @willsh Stewart Brand “The quick processes provide originality and challenge, while the slow provide continuity and restraint”
  73. 73. @willsh
  74. 74. @willsh SLOW FAST FAST SLOW
  75. 75. @willsh
  76. 76. @willsh FAST FAST originality and challenge
  77. 77. @willsh continuity and restraint SLOW SLOW
  78. 78. @willsh
  79. 79. @willsh THE GEARBOX
  80. 80. @willsh THE GEARBOX
  81. 81. @willsh SLOWFAST PEOPLE
  82. 82. @willsh SLOWFAST PEOPLE FRIENDS FAMILY KIDS TEAM FUNDRAISERS PARTIES PARENT HELPERS COMMUNITY PROGRAMMES LOCAL TEAMS HERITAGE OFFICIAL LEAGUES GRASSROOTS MATCH OFFICIALS GOVERNING BODIES TOURNAMENT INTERNATIONAL TEAMS EUROPEAN COMPETITION SUPPORTERS CLUBS TELEVISION COVERAGE
  83. 83. @willsh SLOWFAST SPACE
  84. 84. @willsh SLOWFAST SPACE GRAFFITI CHALKING FLYPOSTING STREET ART PARTIES ADVERTISING PUBLIC NOTICE BOARDS SHOP SIGNS STREET SIGNS COUNCIL NOTICES TRAFFIC DIVERSIONS FOUNTAINS MOSAICS PUBLIC AMENITIES MURALS SCULPTURES SUPPLY CHAINS CLEANING
  85. 85. @willsh SLOWFAST PEOPLE SLOWFAST SPACE
  86. 86. @willsh Stewart Brand “All durable, dynamic systems have this sort of structure; it’s what makes them dynamic and robust”
  87. 87. @willsh Continuity and Restraint Originality and Challenge dynam ic and robust
  88. 88. @willsh Continuity and Restraint Originality and Challenge ?
  89. 89. @willsh What happens when the gears slip or jump?
  90. 90. @willsh originality and challenge of people vs. continuity and restraint of space
  91. 91. @willsh
  92. 92. Photograph by Brett Gundlock, Boreal Collective
  93. 93. @willsh originality and challenge of space vs. continuity and restraint of people
  94. 94. @willsh What happens when a $49 billion, 21 year- old franchise invades your local bar?
  95. 95. @willsh
  96. 96. @willsh I PROMISE YOU, THIS IS RESEARCH
  97. 97. @willsh Visualising cultural deserts
  98. 98. @willsh Physically agnostic
  99. 99. Temporally agnostic
  100. 100. @willsh What is “here”? pic: Aiko Graywolfe
  101. 101. @willsh ADVARSEL Publikumsteltakelsen skjer nå.
  102. 102. @willsh
  103. 103. @willsh IS IT REALLY ‘HERE’?
  104. 104. @willsh IF IT ISN’T OVER HERE…
  105. 105. @willsh AND ISN’T OVER HERE…
  106. 106. @willsh IT MUST BE HERE.
  107. 107. @willsh SLAPP AV Publikumsteltakelsen er nå over.
  108. 108. @willsh HERE IS WHERE THE PROBLEMS START…
  109. 109. POKEMON GO ‘MOB’, JULY 20TH, SAN FRANCISCO PHOTO: NYT TEMPORARY SPATIAL SHOCKS
  110. 110. @willsh
  111. 111. @willsh Pic: Jean-Louis Zimmermann
  112. 112. “It makes it harder to live here”
  113. 113. @willsh Overnight, Pokémon Go started wearing your city like an ill- fitting human suit
  114. 114. @willsh SLOWFAST PEOPLE SLOWFAST SPACE We have to learn to move differently in the volatile quadrants
  115. 115. @willsh movement… loops… layers…
  116. 116. @willsh How do we navigate this world?
  117. 117. @willsh A UNIVERSAL AGILITY MAP
  118. 118. @willsh TEAM QUALITATIVE QUANTITATIVE0 PEOPLE SPACE
  119. 119. @willsh Quantitative: new ways to find/make
  120. 120. @willsh Picture of Erika saying something brilliant and profound about Qualitative
  121. 121. @willsh TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE 0 PEOPLE SPACE
  122. 122. @willsh Sketch: what tools do you use?
  123. 123. @willsh Structure: where does it sit?
  124. 124. @willsh TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE 0 PEOPLE SPACE
  125. 125. @willsh Each space is self- contained 0 TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE
  126. 126. @willsh 0 SHARE? OR IMPROVE TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE
  127. 127. @willsh 0 Different projects, different journeys TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE
  128. 128. @willsh 0 Time is an output, not an input TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE
  129. 129. @willsh TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE 0 How is it useful? PEOPLE SPACE
  130. 130. @willsh Project mapping
  131. 131. @willsh
  132. 132. @willsh
  133. 133. @willsh
  134. 134. @willsh
  135. 135. @willsh R&D INNOVATION MANUFACTURING MARKETING SALES CUSTOMER
  136. 136. @willsh
  137. 137. @willsh Information - what’s important to you?
  138. 138. @willsh User stories: where does it matter?
  139. 139. @willsh Assembly: What might fix it?
  140. 140. @willsh
  141. 141. @willsh For one client, qualitative exploration
  142. 142. @willsh Across many, quantitative steering
  143. 143. @willsh R&D INNOVATION MANUFACTURING MARKETING SALES CUSTOMER
  144. 144. @willsh TEAM QUALITATIVE QUANTITATIVE SKETCHSCAFFOLDSTRUCTURE 0 Generate systems with movement, loops and layers PEOPLE SPACE
  145. 145. @willsh movement… loops… layers…
  146. 146. @willsh All systems pivot, if you build in the flexibility.
  147. 147. @willsh Stare at it, see how it works?
  148. 148. @willsh “We wanna see the patterns…”
  149. 149. @willsh WELCOME TO THE NEW NORMAL
  150. 150. METASTRATEGY?
  151. 151. @willsh Strategy is dead. Design appropriately.
  152. 152. THANK YOU JOHN@SMITHERY.CO @WILLSH SMITHERY.CO ARTEFACTSHOP.COM (IS IT BEER TIME NOW?)

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