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©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
DESIGNING FOR FAILUREA quick riff on systems that break and how we should prepare for them.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
On June 24 2010, Kevin Rudd stepped down as prime minister of Australia.
KEVIN WAS AUSTRALIA’S FIRST CHINESE-SPEAKING PM.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
Kevin was dumped.
DESPITE
BECAUSE OF
Shielding Australia from the global financial crisis.
Waning popularity amongst the public and his party.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
It was a swift and pragmatic change. Like changing blades on a shaver. Replace and carry on.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
When a leader departs - whether excluded or executed - there is always a contingency.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
In Kevin’s case, it was the Welsh-born girlfriend of a hairdresser.
JULIA GILLARD IS AUSTRALIA’S FIRST FEMALE LEADER.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
In politics, every hiccup is met with a protocol for action. In theory, a government can never become too inefficient or come to a complete halt.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
Can’t make meeting
Send substitute
Extramarital activities
Impeach
Poor performance
Call election
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
Marketers work in the opposite way. opposite
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
We don’t admit failure. And it has become acceptable to report our failures as success.
TELEVISION
Say, for example, we threw a bunch of money into a television campaign.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
Most of that money exits at our first outcome level.
DID PEOPLE NOTICE US?
WILL PEOPLE REMEMBER US?
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
Instead of planning for this inefficiency, we parade around impression numbers as if they replace sales themselves.
We should be a little more humble.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
TELEVISION
Imagine we threw a bunch of money into a television campaign knowing that many people will ignore us.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
DID PEOPLE NOTICE US?
WILL PEOPLE REMEMBER US?
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
CONTINGENCY
We design specific programs for people who will ignore us. This gives us another opportunity to send them toward more valuable outcome levels.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
@alexanderchungalexanderchung.posterous.com
DID PEOPLE NOTICE US?
WILL PEOPLE REMEMBER US?
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
CONTINGENCY
There should be a contingency for every inefficiency in your marketing system.
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
A Julia Gillard for every circumstance.
@alexanderchungalexanderchung.posterous.com
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
DESIGNING FOR FAILUREThanks!
@alexanderchungalexanderchung.posterous.com
