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SMITHERY.CO
@WILLSH
HOWOURWORK
MIGHTWORK
05.09.2013
SILICONBEACH
BOURNEMOUTH
50.7200°N,1.8800°W
HTTP://RIVETIN.GS/SILB
JOHNVWILLSHIRE,SMITHERY
SMITHERY.CO
@WILLSH
“WHATISITYOUACTUALLYDO...?”
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
“WORKOF”
SMITHERY.CO
@WILLSH
“GOODSMADE”
SMITHERY.CO
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SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
ASTRONG
WORKING
PRINCIPLE
SMITHERY.CO
@WILLSH
ANDAHEALTHYDOSE
OFSPECULATION...
SMITHERY.CO
@WILLSH
“...MENOFSPECULATION,WHOSETRADEITIS
NOTTODOANYTHING,BUTTOOBSERVE
EVERYTHING;ANDWHO,UPONTHAT
ACCOUNT,AREOFTENCAPABLEOF
COMBININGTOGETHERTHEPOWERSOFTHE
MOSTDISTANTANDDISSIMILAROBJECTS.”
ADAMSMITH,THEWEALTHOFNATIONS,1776
SMITHERY.CO
@WILLSH
HERE’SSOMETHINGITALK
ABOUTATSQUARED
WWW.WEARESQUARED.COM
WWW.GOOGLE.COM/+WEARESQUARED
SMITHERY.CO
@WILLSH
LET’STALKABOUT
FRACKING...
SMITHERY.CO
@WILLSH
“FRACKINGISAN
AGGRESSIVE,INVASIVE
TECHNIQUEFOR
EXTRACTINGVALUABLE
RAWMATERIALSOUTOF
HARDTOREACHPLACES”
PHILADAMS,BLONDEDIGITAL
(ANDCHEMICALENGINEERGRAD)
SMITHERY.CO
@WILLSH
ATTENTION
ISTHE
MOST
VALUABLE
RAW
MATERIAL
THEREIS
SMITHERY.CO
@WILLSH
AREBRANDS
FRACKINGTHE
SOCIALWEB?
one question I’m wrestling with:
SMITHERY.CO
@WILLSH
“IBELIEVETHATTHEFUTUREOFBRAND
COMMUNICATIONSLIESINFINDINGA
WAYTOBECOMEPARTOFCOMMUNITIES,
ANDCOMMUNICATEWITHTHEMINA
WAYTHATISSHARED,PARTICIPATORY
ANDRECIPROCAL”
ME,FIVEYEARSAGO,BEINGADICK
SMITHERY.CO
@WILLSH
THATSOUNDS
REALLYANNOYING
SMITHERY.CO
@WILLSH
YEP,REALLYANNOYING.
SMITHERY.CO
@WILLSH
“OUR
CHALLENGE
ISTHAT
PEOPLE
REALLY
DON’TCARE”
martin Weigel, W+K
SMITHERY.CO
@WILLSH
PERHAPSBRANDSANDTHE
SOCIALWEBAREJUSTVERY
DIFFERENTTYPESOFTHING?
SMITHERY.CO
@WILLSH
LET’STHINK
ALITTLEABOUT
“CONVERSATIONS”
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
THREEBOOKSABOUTTHESKILLSPEOPLE
NEEDTOSUSTAINEVERYDAYLIFE
THECRAFTSMAN
2008
TOGETHER
2012
WITH“CITIES”
TOFOLLOW...
WORKINGWELL COOPERATION
SMITHERY.CO
@WILLSH
“ANEXCHANGEIN
WHICHTHE
PARTICIPANTS
BENEFITFROMTHE
ENCOUNTER”
cooperation
SMITHERY.CO
@WILLSH
ITCONTAINSA
VERYUSEFUL
WAYTOTHINK
ABOUT
CONVERSATION
SMITHERY.CO
@WILLSH
“WHENWESPEAKABOUT
COMMUNICATIONSKILLS,WEFOCUS
ONHOWTOMAKEACLEAR
PRESENTATION,TO PRESENTWHAT
WETHINKORFEEL...”
RICHARDSENNETT,TOGETHER
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
CONVERSATIONIS
ABOUTLISTENING
SMITHERY.CO
@WILLSH
BUTMOREIMPORTANTTHAN
JUSTLISTENINGIS
LISTENINGWELL
SMITHERY.CO
@WILLSH
LISTENINGCAREFULLY
PRODUCESCONVERSATIONS
OFTWOSORTS...
THEDIALECTIC
ANDTHEDIALOGIC
“
”
RICHARDSENNETT,TOGETHER
SMITHERY.CO
@WILLSH
WHATTHEF***?
SMITHERY.CO
@WILLSH
DIALECTIC
FROMWORKOF
GERMANPHILOSOPHER
GWFHEGEL
THEINTERACTIONAND
RESOLUTIONBETWEEN
MULTIPLEIDEAS
SMITHERY.CO
@WILLSH
DIALECTIC:
RICHARDSENNETT,TOGETHER
“THEAIMISTOCOME
EVENTUALLYTOACOMMON
UNDERSTANDING”
SMITHERY.CO
@WILLSH
DIALECTICWANTSCONSENSUS
A b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
SMITHERY.CO
@WILLSH
...NOMATTER
HOWGOODTHAT
CONSENSUSIS
SMITHERY.CO
@WILLSH
DIALOGIC
FROMWORKOFRUSSIAN
PHILOSOPHERMIKHAILBAHKTIN
“ADISCUSSIONTHATDOESNOT
RESOLVEITSELFBYFINDING
COMMONGROUND...”
SMITHERY.CO
@WILLSH
“[PEOPLE]BECOME
MOREAWAREOF
THEIROWNVIEWS
ANDEXPANDTHEIR
UNDERSTANDING
OFONEANOTHER”
RICHARDSENNETT,TOGETHER
DIALOGIC:
SMITHERY.CO
@WILLSH
INDIALOGIC
CONVERSATION,
IDEOLOGIESCOEXIST
A
b
C
D
E
F
G H
SMITHERY.CO
@WILLSH
THEY
CONSTANTLY
INTERACTAND
INFORMEACH
OTHER
A
b
C
D
E
F
G H
SMITHERY.CO
@WILLSH
EACHIDEOLOGY
CANHOLDMORE
SALIENCEIN
CERTAIN
CIRCUMSTANCES
A
b
C
D
E
F
G H
SMITHERY.CO
@WILLSH
CHANGESCANBE
MADEIFA
STRATEGYDOES
NOTHAVETHE
DESIREDEFFECT
A
b
C
D
E
F
G H
SMITHERY.CO
@WILLSH
THISMIGHTNOTJUSTAPPLYTO
“CONVERSATION”
SMITHERY.CO
@WILLSH
THISINTERPLAYOF
IDEASISVERY
REMINISCENTOF
THESOCIALWEB...
SMITHERY.CO
@WILLSH
WHATIFTHERE
AREDIALECTICAND
DIALOGIC
STRUCTURES&
CULTURESTOO?
SMITHERY.CO
@WILLSH
ARETRADITIONAL
MARKETING
STRUCTURESLIKELY
TOBEMORE
DIALECTIC?
SMITHERY.CO
@WILLSH
ARESOCIALWEB
PLATFORMSAND
COMPANIESMORE
DIALOGICINNATURE?
SMITHERY.CO
@WILLSH
ITWOULDHELP
EXPLAINTHE
CULTURECLASH
SMITHERY.CO
@WILLSH
AREBRANDS
INTENTIONALLY
FRACKINGTHE
SOCIALWEB?
PERHAPS...
SMITHERY.CO
@WILLSH
ORISITTHEFAULTOFA
MASSIVECULTURALDIVIDE?
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
YOURTONEOF
ACTIONISWHAT
ATTRACTSPEOPLE
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
MODERNECONOMICS:
THEVALUEOFATHINGIS
DETERMINEDBYWHATONEIS
WILLINGTOGIVEUPTOOBTAIN
THETHING
SMITHERY.CO
@WILLSH
THELABOURTHEORYOFVALUE
THEVALUEOFSOMETHING
ISDETERMINEDBYTHE
LABOURTHATWENT
INTOITSPRODUCTION
SMITHERY.CO
@WILLSH
PERHAPSTHERE’SA
LABOURTHEORYOF
BRANDVALUE*
*it might need a better name, mind
SMITHERY.CO
@WILLSH
FIELDNOTES
SMITHERY.CO
@WILLSH
£0.99 £3.33
PERPADPERPAD
SMITHERY.CO
@WILLSH
“MARKETINGISWORLD
BUILDING. WITH
UNLIMITEDBANDWIDTH
WECANNOWSHOWYOU
THEWORLD.”
@TOBYBARNES
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind http://rivetin.gs/legoinside
SMITHERY.CO
@WILLSH
WE’DRATHERBUY
THISWORLD...
SMITHERY.CO
@WILLSH
...THAN
THISWORLD
SMITHERY.CO
@WILLSH
BRANDSOFTEN
FINDTHISHARD
BECAUSEOFTHEIR
HOLLOWFACTORY
SMITHERY.CO
@WILLSH
THEREARETWO
OPPOSITEFORCES
OFINNOVATIONAT
WORKINMOSTBIG
BRANDSTODAY
SMITHERY.CO
@WILLSH
MAKEPRODUCT
VERYEFFICIENTLY
MAKEMARKETING
ASINTERESTING
ASPOSSIBLE
SMITHERY.CO
@WILLSH
MARXWAS
HALFRIGHT...
SMITHERY.CO
@WILLSH
IT’SNOT
ABOUTTHE
MEANSOF
PRODUCTION
SMITHERY.CO
@WILLSH
IT’SABOUTTHE
MEANING
INPRODUCTION
SMITHERY.CO
@WILLSH
OVERHERE,IT’SWAY
EASIERTOCREATE
MEANINGINPRODUCTION
SMITHERY.CO
@WILLSH
BUTITDEMANDS
DRAMATICCHANGESIN
HOWWEWORK
SMITHERY.CO
@WILLSH
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY
COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
SMITHERY.CO
@WILLSH
COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
EMBRACETHE
GRANULARITYOF
EVERYTHINGYOU’VE
EVERDONE
FRAGMENTATION
SMITHERY.CO
@WILLSH
I’MREALLYINTERESTEDINTHEMAKING
OF‘IT’-WHERETHEMAKINGISPARTOF
THESTORYOFTHE‘IT’...
THOMASHEATHERWICK
“
”
SMITHERY.CO
@WILLSH
ITCOULDBE
BLENDING
EVERYTHING
YOUDONOW
WITHARICH
TAPESTRYOF
YOURPAST...
SMITHERY.CO
@WILLSH
ORITCOULD
BESHOWING
EVERYONE
EVERYTHING
YOUDOTO
MAKETHEIR
THING...
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
IT’SALLABOUTPEOPLE,
ANDWHATTHEYDO
TOGETHERTOMAKE
GREATTHINGSHAPPEN
COOPERATION
SMITHERY.CO
@WILLSH
YEP.
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
HAVINGLOTSOF
PEOPLEINA
COMPANYMAKES
ITEASY...
SMITHERY.CO
@WILLSH
OWNINGLOTSOFBRANDS
MAKESITHARD
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
DON’TCONSOLIDATE.
FRAGMENTBYSECTOR,
PRODUCT,
COUNTRY,
REGION...
COMPLEXITY
SMITHERY.CO
@WILLSH
THINKOFITTHISWAY
YOUAREANOPERATINGSYSTEM
SMITHERY.CO
@WILLSH
THEREISNO“ONE
SIZEFITSALL”
INYOUTUBE
SMITHERY.CO
@WILLSH
WITHTHERIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
EXPERIMENTATION
SHOWPEOPLETHE
FUTUREYOUWANTTO
LIVEINWITHTHEM
SMITHERY.CO
@WILLSH
SMITHERY.CO
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SMITHERY.CO
@WILLSH
SMITHERY.CO
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SMITHERY.CO
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SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
“IT’SNOTRESEARCHAND
DEVELOPMENT,BUT
PERSISTENCEOFVISION...”
STUARTWOOD
HEADOFINNOVATION
HEATHERWICKSTUDIO
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
WHICHALLSOUNDSAMAZING
BUTHERE’STHECATCH
YOUHAVETOGIVEUP
SOMETHINGFOREACHOFTHESE
SMITHERY.CO
@WILLSH
GIVEUP
PERFECTIONISM
TOEMBRACE
FRAGMENTATION
SWAPITFOR
CONTENT
SMITHERY.CO
@WILLSH
GIVEUP
CONTROL
TOEMBRACE
COOPERATION
SWAPITFOR
COMMUNITY
SMITHERY.CO
@WILLSH
GIVEUP
CONSOLIDATION
TOEMBRACE
COMPLEXITY
SWAPITFOR
SPEED
SMITHERY.CO
@WILLSH
GIVEUP
KNOWING
TOEMBRACE
EXPERIMENTATION
SWAPITFOR
LEARNING
SMITHERY.CO
@WILLSH
“LEARN,THINKAND
THRIVEINTHE
CONTEXTOFWORKING
WITHMULTIPLE
PERSPECTIVESAND
ULTIMATE
UNCERTAINTY”
RUPERTWEGERIF
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
“WHATISITYOUACTUALLYDO...?”
TELLPEOPLETHELASTTHINGYOUDID,
ANDTHENEXTTHINGYOU’REDOING.
THENLISTENWELL.
SMITHERY.CO
@WILLSH
THANKYOU
john v willshire
http://smithery.co
@willsh
john@smithery.co
artefact cards - http://shop.smithery.co

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