John V Willshire, Founder, Smithery presentation on the relationship between product development, marketing and consumer behaviour

1. SMITHERY.CO
@WILLSH
WHY
MAKINGTHINGSPEOPLEWANT
BEATS
MAKINGPEOPLEWANTTHINGS
12.09.2013
ADTECH
LONDON
51.4951°N, 0.2061°W
HTTP://RIVETIN.GS/ADTECH2013
JOHNVWILLSHIRE,SMITHERY

2. SMITHERY.CO
@WILLSH
WHATISITYOU
ACTUALLYDO...?

3. SMITHERY.CO
@WILLSH
NOWITELLPEOPLE...
THELASTTHINGIDID
THENEXTTHINGI’MDOING

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@WILLSH
THELASTTHINGIDIDMONDAY9THSEPTEMBER2013

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@WILLSH
WHYAMIHERE?

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@WILLSH
ISN’TITQUITEFAR
AWAYFROMPHDMEDIA?

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@WILLSH
WHATISMEDIA
NOWADAYS?

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@WILLSH
MEDIAISA
VEHICLEFOR
KNOWLEDGE
CESARHIDALGO,MITMEDIALAB
“
”

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@WILLSH
MEDIAISTHE
CONNECTIVETISSUE
OFSOCIETY
CLAYSHIRKY,NYU
“
”

10. SMITHERY.CO
@WILLSH
MEDIAISHYBRID
JUSTLIKEBUILDINGS,DEVICES,
SPACES,EVENTSETC
NOTHINGISALL-DIGITALANY
MORETHATIT’SALL-PHYSICAL
DANHILL,FABRICA
“
”

11. SMITHERY.CO
@WILLSH
MEDIANOWSTARTS
ATPRODUCTCREATION

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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
MARKETINGHASBECOME
ADVERTISINGMANAGEMENT

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@WILLSH
IT’SHARDLYANEWPROBLEM

18. SMITHERY.CO
@WILLSH
“THEPRINCIPALTASKOFTHEMARKETING
FUNCTION…
SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

19. SMITHERY.CO
@WILLSH
“THEPRINCIPALTASKOFTHEMARKETING
FUNCTION…ISNOTSOMUCHTOBE
SKILFULINMAKINGTHECUSTOMERDO
WHATSUITSTHEINTERESTSOFTHE
BUSINESS
SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

20. SMITHERY.CO
@WILLSH
“THEPRINCIPALTASKOFTHEMARKETING
FUNCTION…ISNOTSOMUCHTOBE
SKILFULINMAKINGTHECUSTOMERDO
WHATSUITSTHEINTERESTSOFTHE
BUSINESSASTOBESKILLEDINCONCEIVING
ANDTHENMAKINGTHEBUSINESSDO
WHATSUITSTHEINTERESTSOF
THECUSTOMER“
SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

21. SMITHERY.CO
@WILLSH
“THEPRINCIPALTASKOFTHEMARKETING
FUNCTION…ISNOTSOMUCHTOBE
SKILFULINMAKINGTHECUSTOMERDO
WHATSUITSTHEINTERESTSOFTHE
BUSINESSASTOBESKILLEDINCONCEIVING
ANDTHENMAKINGTHEBUSINESSDO
WHATSUITSTHEINTERESTSOF
THECUSTOMER“
SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK
JOHNMCKITTERICK,GE,1957

22. SMITHERY.CO
@WILLSH
“HAS
MARKETING
FAILED,
ORWASIT
NEVERREALLY
TRIED?”
1985PAPERBYSTEPHENKING,JWT

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@WILLSH
FOUR
MARKETING
ROUTESTO
FAILURE...

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@WILLSH
THRUST
MARKETING1

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@WILLSH
marketing
MARKETING
DEPARTMENT
MARKETING2

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@WILLSH
ACCOUNTANT’S
MARKETING3
JANUARY DECEMBER
PAYBACK

27. SMITHERY.CO
@WILLSH
FORMULA
MARKETING4
success =
x Y
z
+

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@WILLSH
FOUR
ESSENTIAL
ASPECTSOF
REAL
MARKETING

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@WILLSH
STARTWITH
THECUSTOMER1

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@WILLSH
WORKING
OVERTIME2

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@WILLSH
USINGALL
RESOURCES3CEO
marketing
manufacturing

32. SMITHERY.CO
@WILLSH
INNOVATION4
CREATIVITYTHAT
DELIVERSVALUE

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@WILLSH
ALLDEEPLY
LINKEDTO
PRODUCT

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@WILLSH
YETCURRENTLY,
MARKETINGISFAILING

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@WILLSH
PEOPLE
WOULDNOT
CAREIF70%
OFBRANDS
DISAPPEARED
HAVASMEDIAMEANINGFULBRAND
STUDY,2012

36. SMITHERY.CO
@WILLSH
PEOPLE
WOULDNOT
CAREIF73%
OFBRANDS
DISAPPEARED
HAVASMEDIAMEANINGFULBRAND
STUDY,2013

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@WILLSH
BRANDSAREINBADSHAPE.
LITERALLY.

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@WILLSH
HTTP://RIVETIN.GS/PYRAMID

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@WILLSH
THEMODERNBRANDIS
LIKEABITTORRENTFILE

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@WILLSH
IMPOSSIBLE
FORANYONE
MINDTO
CONCEIVE...

41. SMITHERY.CO
@WILLSH
@TOBYBARNES
“MARKETINGIS
WORLDBUILDING.
WITHUNLIMITED
BANDWIDTHWECAN
NOWSHOWYOUTHE
WORLD.”

42. SMITHERY.CO
@WILLSH
TRADITIONALBRANDSARETHE
WORSTMODERNBRANDBUILDERS

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@WILLSH

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@WILLSH

45. SMITHERY.CO
@WILLSH
“LIKEYACHTRACING,
MODERNMARKETS
AREANENVIRONMENT
DEFINEDSOLELYBYTHE
POSITIONOFTHE
COMPETITORS,RATHER
THANBYANYABSOLUTE
GEOGRAPHY”
JOHNCRONK,2001

46. SMITHERY.CO
@WILLSH
MARKETINGWASTHEVENDÉEGLOBE

47. SMITHERY.CO
@WILLSH
THEBIGBOATS
CAN’TSEE
ALLTHELITTLEBOATS

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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

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@WILLSH
MODERNECONOMICS:
THEVALUEOFATHING
ISDETERMINEDBY
WHATONEISWILLING
TOGIVEUPTOOBTAIN
THETHING

57. SMITHERY.CO
@WILLSH
THELABOURTHEORY
OFVALUE
THEVALUEOFSOMETHING
ISDETERMINEDBYTHE
LABOURTHATWENT
INTOITSPRODUCTION

58. SMITHERY.CO
@WILLSH
PERHAPSTHERE’SA
LABOURTHEORYOF
BRANDVALUE*
*ITMIGHTNEEDABETTERNAME

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@WILLSH
FIELDNOTES

60. SMITHERY.CO
@WILLSH
£0.99 £3.33
PERPADPERPAD

61. SMITHERY.CO
@WILLSH
“MARKETINGIS
WORLDBUILDING.
WITHUNLIMITED
BANDWIDTHWE
CANNOWSHOW
YOUTHEWORLD.”
@TOBYBARNES

62. SMITHERY.CO
@WILLSH

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@WILLSH
LABOURTHEORY
OFBRANDVALUE:
YOUHAVETOMAKEEVERYTHINGWITHTHE
INFINITECANVASOFTHEINTERNETINMIND

64. SMITHERY.CO
@WILLSH
WE’DRATHERBUY
THISWORLD...

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@WILLSH
...THANTHISWORLD

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@WILLSH
MARXWAS
HALF
RIGHT...

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@WILLSH
IT’SNOT
ABOUTTHE
MEANSOF
PRODUCTION

68. SMITHERY.CO
@WILLSH
IT’SABOUTTHE
MEANING
INPRODUCTION

69. SMITHERY.CO
@WILLSH
THERE’SAFOLKSYAND
AFIELDNOTESFOR
EVERYMARKET,
EVERYPRODUCT,
EVERYSERVICE

70. SMITHERY.CO
@WILLSH
SOWHATSHOULDWEDO?

71. SMITHERY.CO
@WILLSH
COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION

72. SMITHERY.CO
@WILLSH
EMBRACETHE
GRANULARITYOF
EVERYTHING
YOU’VEEVERDONE
FRAGMENTATION

73. SMITHERY.CO
@WILLSH
ITCOULDBE
BLENDING
EVERYTHING
YOUDONOW
WITHARICH
TAPESTRYOF
YOURPAST...

74. SMITHERY.CO
@WILLSH
ORITCOULD
BESHOWING
EVERYONE
EVERYTHING
YOUDOTO
MAKETHEIR
THING...

75. SMITHERY.CO
@WILLSH
h
IT’SALLABOUTPEOPLE,
ANDWHATTHEYDO
TOGETHERTOMAKE
GREATTHINGSHAPPEN
COOPERATION

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@WILLSH
YEP.

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@WILLSH

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@WILLSH

79. SMITHERY.CO
@WILLSH
HAVINGLOTSOF
PEOPLEINA
COMPANY
MAKESITEASY...

80. SMITHERY.CO
@WILLSH
OWNINGLOTSOFBRANDS
MAKESITHARD

81. SMITHERY.CO
@WILLSH
DON’TCONSOLIDATE.
FRAGMENTBY
SECTOR,
PRODUCT,
COUNTRY,
REGION...
COMPLEXITY

82. SMITHERY.CO
@WILLSH
THEREISNO
“ONESIZE
FITSALL”
INYOUTUBE

83. SMITHERY.CO
@WILLSH
WITHTHERIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...

84. SMITHERY.CO
@WILLSH

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@WILLSH
EXPERIMENTATION
SHOWPEOPLETHE
FUTUREYOU
WANTTOLIVEIN
WITHTHEM

86. SMITHERY.CO
@WILLSH

87. SMITHERY.CO
@WILLSH

88. SMITHERY.CO
@WILLSH

89. SMITHERY.CO
@WILLSH

90. SMITHERY.CO
@WILLSH

91. SMITHERY.CO
@WILLSH
YOUHAVETO
GIVEUP
SOMETHING
FOREACHOF
THESE...

92. SMITHERY.CO
@WILLSH
PERFECTIONISM
FRAGMENTATION
CONTENT
GIVEUP
TOEMBRACE
SWAPITFOR

93. SMITHERY.CO
@WILLSH
COOPERATION
GIVEUP
CONTROL
TOEMBRACE
SWAPITFOR
COMMUNITY

94. SMITHERY.CO
@WILLSH
GIVEUP
CONSOLIDATION
TOEMBRACE
COMPLEXITY
SWAPITFOR
SPEED

95. SMITHERY.CO
@WILLSH
GIVEUP
KNOWING
TOEMBRACE
EXPERIMENTATION
SWAPITFOR
LEARNING

96. SMITHERY.CO
@WILLSH
THENEXT
THING
I’MDOING

97. SMITHERY.CO
@WILLSH
THANKYOUJOHNVWILLSHIRE
HTTP://SMITHERY.CO
@WILLSH
JOHN@SMITHERY.CO
ARTEFACTCARDS-HTTP://SHOP.SMITHERY.CO