Tony Fish Digital ID Shoreditch #ds12
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The expectation is that the speaker stands at the front and therefore how do feel when that rule of expectation is broken? Something you expected to happen; has not….. And this is the theme we are going to explore now. When does broken expectation become strange, odd, unusual or creepy….espically in relation to your identity and data. And how quickly do you become comfortable with the new format. My bet is slide 3
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Tony Fish Digital ID Shoreditch #ds12
- 1. Presentation given at Digital Shoreditch for Identity Day: 25th May 2012 http://digitalshoreditch.com/identity/ You will need to read the notes to understand this presentation…..
- 2. Remit : something that is not in You may want to read the notes to understand this presentation…..
- 3. You as a professional You as a one of 7 bn people You as a persona
- 4. RISK TRUST EXPECTATION PRIVACY IDENTITY
- 5. There is no one model of IDENTITY that will satisfy everyone, in all cases, in all places Observation 1
- 6. From You With some complexity in the middle Observation 2
- 7. There is no model of TRUST that will satisfy everyone, in all cases, in all places Observation 3
- 8. US It is about TR T Observation 4
- 9. There is no one model of PRIVACY that will satisfy everyone in all cases and privacy law is confused with “sharing” Observation 5
- 10. There is ONLY ONE model of PRIVATE and that is what goes on inside your head Observation 6
- 11. complexity is created as we balance our individualism with professionalism and citizenship Observation 7
- 12. So tell me something I didn’t know
- 13. Questions How is All Data and My Data related? Do you believe that everyone has the same opinion as you?
- 14. The Righteous model The Visionary model The Idealistic model The Evolution model The Private model The replication model 6 models for ALL DATA and My DATA
- 15. Questions How are My Data and Identity related? Do you believe that everyone has the same opinion as you?
- 16. The Related model The Inseparable model The Subset model The Multiple Me model The GreaterThan model The 5 models of My Data and Identity
- 17. Questions How are My Data and My Rights related? Do you believe that everyone has the same opinion as you?
- 18. The Extension model The Control model The Right model The Real model The 4 models of My Data and Rights
- 21. Don’t get bogged down in trying understand this
- 22. Work out your own attitude towards how you want your own data to be treated; first!
- 23. Work out your companies attitude towards your personal data; second
- 24. Work out your companies attitude towards your CUSTOMERS data; third
- 25. Articulate your perception of creepy in terms of the gaps in expectations
- 26. Identity I believe that “ ” fade*, Trust Privacy therefore I consider that your network** edge (influence, recommendation, reach) is defined by a propensity to take risk. * Fades: hard (technical, permission, certificate) and soft (time, relevance, reach) ** Network: widest possible sense: physical, six degrees, payment, access, codes, influence, reach, recommendation, LogIn, ID, FoF,
- 27. our frustration is that those with lower risk have higher authority and that limits our own personal reach, scope, creativity and aspiration
- 28. and our annoyance is created by those with a higher risk propensity and a-can-do attitude that want to take us beyond our own boundaries of expectation.
- 29. Your data is a commodity & ownership is unimportant. Value will be retained by those who can get deep & dirty in the transformation of data to create value & can marry complexity with uncertainty In the new kingdom, loyalty is dead, privacy is a setting, trust is the challenger, the princes’ are brands, the princesses are simplicity, attention is queen, data is king and creepy is our political foe
- 30. tony@tonyfish.com www.mydigitalfootprint.com www.tonyfish.com
Editor's Notes
- Here is the story….. I write and blog about personal data, digital exhaust, digital shadows, identity, privacy, public, trust, intention, advertising, targeting, segmentation, branding, discovery, context, reputation, attention, risk, trade, barter and the business models. My remit is to tell you something I have learnt since publishing my book and my name for those who cannot work it out is Toe Knee Fish and not the widely acclaimed Indian actor Nail Legs Guppy On twitter I am @tonyfish So where am I and why I am not standing where you expect me to be? The expectation is that the speaker stands at the front and therefore how do feel when that rule of expectation is broken? Something you expected to happen; has not….. And this is the theme we are going to explore now. When does broken expectation become strange, odd, unusual or creepy….espically in relation to your identity and data. And how quickly do you become comfortable with the new format. My bet is slide 3
- Here is my problem in talking to you about data that forms your identity and exploiting it, who should I address as this is a tricky balance… Your are a professional and a person You are an individual and a citizen Your are a number and an identity Foremost I going to speak to you as a person and individual, and then as a professional who has potential conflicts of values and lastly as someone who probably wants a little slice of untracked ME time. The reason for this order is that I believe that you live in a conflicted world. The conflict is between what you are asked to do as a professional; how your company makes money in this new world of digital data exploitation and how you behave with your own identity and data. The conflict is the friction between your expectation about others behaviour with your data and how you are asked to behave with someone else’s data, hence I want to speak to you about your passion and values first. Who you want owning your data, how personalised you want services and who has the rights to exploit your yummy data is different to the person sitting next to you.
- Personally I believe that we are talking about a series of complex“@iglazer” and interrelated issues and they are so big that it stop us talking and debating the real issues that matter – therefore I want to share some observations about identity, trust, privacy and risk with you that I hope enables us to jump over personal experience and focus on how to make a difference. Worthy of note is that arguments on these topics defiantly started before Aristotle!
- Obsession about the complexity forgetting that it has a purpose
- Trust is about the most abused word there is and what matters when you think about trust is it is about community, citizenship about doing something together.
- This goes back to my opening remarks about who we are, our conflicts and how we need to think about balancing what I need to do for success (exploit the person next to you’s data) vs what you would allow that same person to do with your data.
- What do these questions, and the models that come from them tell us ? What you expect is different from what others expect What I believe is different from what others believe What your customer needs is different from you need At the beginning I asked the question “When does broken expectation become creepy” and this is the rub, what is creepy for you is not the same as creepy for someone else. An analogy could be how we will all interrupt or react differently to a film on horror , paranormal, love or war; based and biased on our own person experiences. We confuse what we expect with what others expect. A good business model, user interface and underlying ability to exploit data without being creepy is therefore about understanding and dealing in the many shades expectation.
- What do these questions and models that come from them this tell us - ….. What you expect is different from what others expect What I believe is different from what other expect What your customer expects is different from you want At the beginning I asked the question “When does broken expectation become creepy” and this is the rub, what is creepy for you is not the same as creepy for someone else in the same way we will all react differently to a film on horror , paranormal, love or war – we confuse what we expect with what others expect so Creepy is about dealing in shades of understanding expectation – once upon a time we called the people who managed this “editors” and successful ones had an affinity with a market - matched expectations.
- Ahah – the take away slide