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smithery.com
A blacksmith makes
their own tools
Innovation, Strategic Design,
and life after the IPA Excellence Diploma
John V Willshire
Thursday 23rd January 2020
smithery.com
Part 1
2007-2011
smithery.com
smithery.com
Head of Innovation, 2007
“The creation and cultivation of ideas through the
study of technological, social and cultural trends”
smithery.com
Not Head of Futures
smithery.com
The IPA
Excellence
Diploma
2007/8
smithery.com
“I believe…”
smithery.com
Assembling a point of view
September 2009
smithery.com
IPA Excellence Diploma Thesis, 2008
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
The Communis Manifesto
1. Create inner belief
2. Spread the word
3. Build relationships
4. Create community spaces
5. Allow messages to travel
smithery.com
Work gets more interesting
smithery.com
Work gets more interesting
smithery.com
So why leave?
smithery.com
Where am I going with this..?
November 2010August 2009April 2008
https://www.slideshare.net/gamages/going-out-the-new-staying-in/20-spot
https://www.slideshare.net/gamages/advertising-fireworks-social-bonfires
https://www.slideshare.net/gamages/the-social-lego-principles
https://www.slideshare.net/gamages/the-planners-book-of-things-to-make
July 2009
smithery.com
What do people come here for?
smithery.com
Where does everybody go..?
smithery.com
Part 2
2011-2014
smithery.com
“Making is Thinking”
The Craftsman
Richard Sennett
smithery.com
Campaign, July 7th, 2011
"Called Smithery, the business will
look to work with clients on brand
and service innovation, community
initiatives, crowdsourcing projects
and marketing and media strategy.”
smithery.comFirst client
smithery.com
December 2011
smithery.com
From ‘The Craftsman’, 3rd March 2012
smithery.com
smithery.com
4th April 2012
smithery.com
12th September 2012 29th September 2012
smithery.com
What can it mean?
smithery.com
Making is
Marketing
smithery.com
“The principal task of the
marketing function is not so
much to be skilful in making
the customer do what suits
the interests of the business,
as to be skilled in conceiving
and then making the
business do what suits the
interests of the customer”.
John McKitterick, GE, 1957
smithery.com
“No honest
craftsman or
maker knows in
the process of
working whether
he is making or
creating”
Joseph Brodsky
smithery.com
“Sending out probes”
smithery.com
smithery.com
What are
things
made of? https://www.instructables.com/id/A-sandstone-block-built-from-lego-blending-real-o/
smithery.com
smithery.com
connective objects
that
transfer knowledge
through
time and space
What is media?
From “Are Brands Fracking The Social Web”, 2013
smithery.com
The
Hollow
Factory
smithery.com
make brand
really interesting
make product
very efficiently
OPPOSING
INNOVATION
FORCES
smithery.com
What do we
know about
people?
smithery.com
smithery.com
“Data is the
new oil"
smithery.com
“Everyone’s looking
for a crutch to lean
on, and it’s easier to
lean on quant data.”
Louise Flett, InklingCC
smithery.com
“It was on Pollfish,
which is fairly reliable
given what I was willing
to spend on it at the time”
Sam Conniff,
recently…
smithery.com
Assume data to
be worthless
unless you can
prove otherwise
smithery.com
The rise in ‘ethnography’…
smithery.com
“The better you know the
current state of things and
why they’re like that, the
better you will be
positioned to innovate.”
Erika Hall
smithery.com
What do people
want?
smithery.com
Doyle’s three stages
Foraging, Farming, Mining
smithery.com
Existing
Needs
Latent
Needs
Incipient
Needs
smithery.com
Existing = Foraging
Latent = Farming
Incipient = Mining
smithery.com
It can mean lots of things…
smithery.com
Language as a tool
smithery.com
“the limits of our
language are the
limits of our world”
January 2013
Ludwig Wittgenstein
Broadening
the toolkit
smithery.com
“Smithery 3.0”
smithery.com
Part 3
2015-2019
smithery.com
“The blacksmith
makes his
own tools”
Intuition Pumps
Daniel C. Dennett
smithery.com
let's start with this…
smithery.com
Jean Tinguely
1925-1991
smithery.com
If you stare long enough,
you see how it works
http://www.vernissage.tv
smithery.com
What are the
underlying
mechanics
of this?
smithery.com
What happens to things
when things happen to them?
smithery.com
Metamechanics
Movement
Maps
Loops
Layers
smithery.com
Movement
smithery.com
Card Mechanics
smithery.com
The creative quartet
https://www.youtube.com/watch?feature=player_embedded&v=9dIQOrVhM5E - Prof. John Wood, TED, on Synergies
Prof. John Wood
1
2
3 45 6
smithery.com
smithery.com
Konica Minolta
A toolkit for the digital workplace
2015
smithery.comWhat makes these things different?
What makes these things the same?
Maps
smithery.com
Innovation & Future Thinking
Summer Course
smithery.com
smithery.com
smithery.com
BIG
SMALL
COLD HOT
smithery.com
Maps help us
see things we
haven’t yet
seen
smithery.com
Dmitri
Mendeleev
smithery.com
smithery.com
LEGO
Customer Service persona mapping
2016
smithery.com
LEGO
Customer Service Persona Mapping
2016
smithery.com
Loops
smithery.com
smithery.com
“The highest
technique is
to have no
technique”
Bruce Lee
smithery.com
JEET KUNE DO
The way of the intercepting fist
smithery.com
“…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”
Bruce Lee
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
smithery.com
Multiple interpretation loops
smithery.com
Layers
smithery.com
but this year…
smithery.com
1994
1995
1996
1997
1998
1999
smithery.com
smithery.com
smithery.com
smithery.com
SLOW
FAST
FAST
SLOW
smithery.com
smithery.com
smithery.com
THE
GEARBOX
smithery.com
THE
GEARBOX
smithery.com
SLOWFAST
PEOPLE
smithery.com
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
smithery.com
SLOWFAST
SPACE
smithery.com
SLOWFAST SPACE
GRAFFITI
CHALKING
FLYPOSTING
STREET ART
STICKERS
ADVERTISING
PUBLIC NOTICE BOARDS
SHOP SIGNS
STREET SIGNS
COUNCIL NOTICES
TRAFFIC DIVERSIONS
FOUNTAINS
MOSAICS
PUBLIC AMENITIES
MURALS
SCULPTURES
STREET FURNITURE
smithery.com
SLOWFAST
PEOPLE
SLOWFAST
SPACE
smithery.com
“The quick processes provide
originality and challenge,
while the slow provide
continuity and restraint”
Stewart Brand
smithery.com
What
happens
here?
smithery.com
smithery.com
smithery.com
DesignPrototype
CultureStrategy
A library is
everything
that is
between
the covers,
but not on
the pages
smithery.com
Design
Prototyping Culture
Strategy
smithery.com
善狐
smithery.com
p
s
smithery.com
Sketch
smithery.com
Scaffold
Sketch
smithery.com
Structure
Scaffold
Sketch
smithery.com
p
s
smithery.com
Laseau’s Funnel
smithery.com
p
s
smithery.com
Team
smithery.com
Qual
Team
smithery.com
Quant
Qual
Team
smithery.com
Development…
Research…
p
s
smithery.com
p
s
smithery.com
p
s
Emotion Mapping - Ella Saltmarshe & John V Willshire
smithery.com
smithery.com
Unstructured
The
Sandpit
The
Towers
of Industry
The
Souk
The
Cantina
The
High
Council
The
Data Mines
The
Sprawl
Structured
Inward
Looking
The
Guildhall
Outward
Looking
The
People’s
Palace
smithery.com
The
Cantina
Core Team Partners Public
SketchScaffoldStructure
The
Guildhall
The
Sandpit
The
Towers
of Industry
The
Souk
The
High
Council
The
Colosseum
The
Sprawl
The
People’s
Palace
smithery.com
The
Colosseum
Core Team Partners Public
SketchScaffoldStructure
The
Guildhall
The
Sandpit
The
Towers
of Industry
The
Souk
The
Cantina
The
High
Council
The
Sprawl
The
People’s
Palace
smithery.com
The
Colosseum
The
Cantina
Core Team Partners Public
SketchScaffoldStructure
The
Guildhall
The
Sandpit
The
Towers
of Industry
The
Souk
The
High
Council
The
Sprawl
The
People’s
Palace
1
2
1
3
4
5
1 3
2
4
5
1
3
2
4
51
3
2
4
5
0
1
3
2
4
5
0
5
3
4
2
1
smithery.com
The
Colosseum
The
Cantina
Core Team Partners Public
SketchScaffoldStructure
The
Guildhall
The
Sandpit
The
Towers
of Industry
The
Souk
The
High
Council
The
Sprawl
The
People’s
Palace
1
3
2
4
5
0
(re)construction
smithery.com
The
Colosseum
The
Cantina
Core Team Partners Public
SketchScaffoldStructure
The
Guildhall
The
Sandpit
The
Towers
of Industry
The
Souk
The
High
Council
The
Sprawl
The
People’s
Palace
Catalyst events
Data
driven?
Partner
opinion?
Personally
driven?
smithery.com
“Mapping is a social practice of
sensemaking that shifts from
individual cognition to shared
understanding”
Roser Pujadas, LSE
smithery.com
Let’s play…
smithery.com
Pick a project that
didn’t go as well
as you’d hoped…
Identify five key pivotal moments
Write out each stage on a card
smithery.com
p
s
In teams of 4-5,
map out your projects,
one at a time
smithery.com
p
s
Name a
particularly
interesting
cluster or two
smithery.com
Now, pick a cluster
Try and create something that may address
the issues there…
smithery.com
smithery.com
p
s
A framework for a
learning organisation
smithery.com
smithery.com
How things
work round here
smithery.com
Issues
Identifying the
problem spaces
smithery.com
Issues
Interventions
By design or
deployment
smithery.com
smithery.com
0-30 days 30-60 days 60-90 days
Collection of
Instances
Review of
issues
Design of
Interventions
smithery.com
p
s
smithery.com
善狐
?
smithery.com
善狐
smithery.com
smithery.com
Domains
Resources
Interactions
smithery.com
Learn to adapt to
any surroundings
smithery.com
smithery.com
In conclusion…
smithery.com
“When we try to pick
out anything by itself,
we find it hitched to
everything else
in the universe”
John Muir
smithery.com
Strategic Design
bridges disciplines and departments,
roles and responsibilities.
It is concerned with the
factors around a thing,
not just the thing itself.
smithery.com
Everything is connected
But can be separated with the right tools
smithery.com
Tools can be lingual
smithery.com
Tools can be spatial
3. Embodiment
1. High Consequences
2. Rich Environment
smithery.com
Tools can be procedural
smithery.com
Tools can be fractal
p
s
smithery.com
Tools can be
provocative
smithery.com
Tools can
be playful
smithery.com
Tools can
be practical
smithery.com
Tools can
be actual
smithery.com
DesignPrototype
CultureStrategy
Tools can
be learned,
found,
connected,
separated…
smithery.com
Make
Copy
Iterate
Borrow
Fuse
Learn
Reinvent your own tools
smithery.com
If you can separate anything,
you can see everything
smithery.com
Thank you,
and good luck
John V Willshire
john@smithery.com
@willsh

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