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SMITHERY.CO @WILLSH WHY MAKING THINGS PEOPLE WANT BEATS MAKING PEOPLE WANT THINGS 12.09.2013 ADTECH LONDON 51.4951° N, 0.2061° W HTTP://RIVETIN.GS/ADTECH2013 JOHN V WILLSHIRE, SMITHERY

John v willshire, why making things people want beats making people want things

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SMITHERY.CO@WILLSH

WHAT IS IT YOU ACTUALLY DO...?

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NOW I TELL PEOPLE...

THE LAST THING I DID

THE NEXT THING I’M DOING

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SMITHERY.CO@WILLSH

THE LAST THING I DIDMONDAY 9TH SEPTEMBER 2013

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SMITHERY.CO@WILLSH

WHY AM I HERE?

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ISN’T IT QUITE FAR AWAY FROM PHD MEDIA?

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WHAT IS MEDIA NOWADAYS?

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MEDIA IS A VEHICLE FOR KNOWLEDGE

CESAR HIDALGO, MIT MEDIA LAB

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MEDIA IS THE CONNECTIVE TISSUE

OF SOCIETYCLAY SHIRKY, NYU

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MEDIA IS HYBRID JUST LIKE BUILDINGS, DEVICES,

SPACES, EVENTS ETC

NOTHING IS ALL-DIGITAL ANY MORE THAT IT’S ALL-PHYSICAL

DAN HILL, FABRICA

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MEDIA NOW STARTS AT PRODUCT CREATION

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“WORK OF”

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“GOODS MADE”

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MARKETING HAS BECOME ADVERTISING MANAGEMENT

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IT’S HARDLY A NEW PROBLEM

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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

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“ 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

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

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“ 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 OFTHE CUSTOMER “

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

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“ 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 OFTHE CUSTOMER “

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

JOHN MCKITTERICK, GE, 1957

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“HAS MARKETINGFAILED, OR WAS IT NEVER REALLY TRIED?”

1985 PAPER BY STEPHEN KING, JWT

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FOUR MARKETINGROUTES TO FAILURE...

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THRUSTMARKETING1

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mark

etin

g MARKETINGDEPARTMENTMARKETING2

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ACCOUNTANT’SMARKETING3

JANUARY DECEMBER

PAYBACK

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FORMULA MARKETING4

success = x Yz+

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FOUR ESSENTIAL ASPECTS OF REAL MARKETING

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START WITHTHE CUSTOMER1

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WORKINGOVER TIME2

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USING ALLRESOURCES3

CEO

marketing

manufacturing

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INNOVATION4CREATIVITY THAT DELIVERS VALUE

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ALL DEEPLY LINKED TO PRODUCT

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YET CURRENTLY, MARKETING IS FAILING

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PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012

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PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013

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BRANDS ARE IN BAD SHAPE.

LITERALLY.

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HTTP://RIVETIN.GS/PYRAMID

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THE MODERN BRAND ISLIKE A BITTORRENT FILE

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IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...

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@TOBYBARNES

“MARKETING IS WORLD BUILDING.

WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”

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TRADITIONAL BRANDS ARE THE WORST MODERN BRAND BUILDERS

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“LIKE YACHT RACING, MODERN MARKETS ARE AN ENVIRONMENT DEFINED SOLELY BY THE POSITION OF THE COMPETITORS, RATHER THAN BY ANY ABSOLUTE GEOGRAPHY”

JOHN CRONK, 2001

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MARKETING WAS THE VENDÉE GLOBE

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THE BIG BOATS CAN’T SEEALL THE LITTLE BOATS

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YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE

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MODERN ECONOMICS:

THE VALUE OF A THING IS DETERMINED BY

WHAT ONE IS WILLING TO GIVE UP TO OBTAIN

THE THING

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THE LABOUR THEORY OF VALUE

THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION

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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*

*IT MIGHT NEED A BETTER NAME

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FIELD NOTES

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£0.99 £3.33PER PADPER PAD

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“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”

@TOBYBARNES

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LABOUR THEORY OF BRAND VALUE:YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND

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WE’D RATHER BUY THIS WORLD...

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...THAN THIS WORLD

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MARX WAS HALF RIGHT...

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IT’S NOT ABOUT THE MEANS OF PRODUCTION

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IT’S ABOUT THE MEANING IN PRODUCTION

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THERE’S A FOLKSY AND A FIELDNOTES FOR EVERY MARKET, EVERY PRODUCT, EVERY SERVICE

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SO WHAT SHOULD WE DO?

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COOPERATION

COMPLEXITY

FRAGMENTATION EXPERIMENTATION

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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE

FRAGMENTATION

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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...

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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...

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break it back

break throug

h

IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN

COOPERATION

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YEP.

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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...

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OWNING LOTS OF BRANDS MAKES IT HARD

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DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...

COMPLEXITY

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THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE

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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...

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EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM

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YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...

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PERFECTIONISM

FRAGMENTATION

CONTENT

GIVE UP

TO EMBRACE

SWAP IT FOR

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COOPERATIONGIVE UP

CONTROL

TO EMBRACE

SWAP IT FORCOMMUNITY

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GIVE UP CONSOLIDATION

TO EMBRACECOMPLEXITY

SWAP IT FORSPEED

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GIVE UP KNOWING

TO EMBRACEEXPERIMENTATION

SWAP IT FORLEARNING

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THE NEXTTHING I’M DOING

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THANK YOUJOHN V WILLSHIRE

HTTP://SMITHERY.CO@WILLSH

[email protected]

ARTEFACT CARDS - HTTP://SHOP.SMITHERY.CO