NXNE: Disruption is Dead, Long Live Disruption

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    @mikerugnetta

    1Thursday, June 19, 14

    First things first, I wanna let everyone know RIGHT OFF THE BAT, if youre keeping track: this talk contains *ATLEAST* TWO ITEMS from the

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    2Thursday, June 19, 14

    BuzzFeed list of things that happen at every conference. I WILL read to you

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    like its storytime AND there are enough terrible dad jokes

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    in here that I cant imagine there wont be at least some awkward no-laughing pauses so just... like... fair warning, IGUESS? ANYWAY! Now thats out of the way!

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    @mikerugnetta

    5Thursday, June 19, 14

    Ladies and Gentlemen, hello! My name is Mike Rugnetta.

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    I am one third of the live, lecture-based multimedia performance art trio

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    MemeFactory which makes fast paced shows about the internet and internet culture. I am also the writer and host of

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    youtube.com/pbsideachannel

    8Thursday, June 19, 14

    Idea Channel, a weekly youtube series produced by PBS Digital Studios and made by Kornhaber-Brown which appliesphilosophical and critical concepts to things in the popular culture canon. Every week I get to ask half a millionpeople if they think they

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    choose to have their privacy invaded by using the internet, if TV shows like

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    orphan black really do signify the existence of some kind of hyperreality and if

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    Jurassic Park really IS a warning about the inherent dangers of capitalism. Spoiler alert I think the answer is yes.

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    /watch?v=x2GHXKYKKi412Thursday, June 19, 14

    [WE SPARED NO EXPENSE SUPERCUT].

    [pause]

    In a recent talk he gave at SoundPlus at the University of Maryland, sound, music, communications and culturalstudies scholar

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    http://bit.ly/1lv78zI13Thursday, June 19, 14

    Jonathan Sterne explained to an audience of artists and engineers that while they make media, software and things,he makes questions. Id never suggest I am anywhere close to Sternes league as a thinker and question asker, but Ithink this is a beautiful way to describe the activity of looking deeply into anything.

    http://bit.ly/1lv78zIhttp://bit.ly/1lv78zIhttp://bit.ly/1lv78zI
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    14Thursday, June 19, 14

    Science makes questions. History makes

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    questions. Philosophy and critique make

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    questions. Sometimes, when were lucky, there are answers but almost always there are even more questions andwhoa thats really

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    frustrating! But also encouraging.

    So that is exactly what Im going to do here today. Im gonna ask one big question, and then lots of small ones. Well

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    http://bit.ly/1lv7Pck18Thursday, June 19, 14

    connect a bunch of things and at some point, there MAY BE SOME

    http://bit.ly/1lv7Pckhttp://bit.ly/1lv7Pckhttp://bit.ly/1lv7Pck
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    ANSWERS. You were, explicitlytold there would be answers

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    so Im gonna try really hard to not make a LIAR out of the NXNE organizers but probablyand actually I know this istrue because I went back and added this sentence after I finished writing this presentationthere will really just bemore questions after those answers. SORRY.

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    NOTSORRY

    21Thursday, June 19, 14

    The BIG question I want to ask is admittedly a rather Seinfeldian one: WHATS THE DEAL WITH

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    disruption

    22Thursday, June 19, 14

    "DISRUPTION? When NXNE invited me and asked me to give a talk on the subject, I pulled what my friend Timdescribed as a classic conference move and asked if I could give a talk on why we should stop giving talks on thething I was asked to give a talk on.

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    Which Im pretty surealso files solidly under

    dick move.

    23Thursday, June 19, 14

    Also on the classic conference moves list, I imagine, are ending a presentation after 10 minutes because

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    http://bit.ly/1lv8L0d24Thursday, June 19, 14

    you really wanted to leave enough time for questions and my personal favorite:

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    http://bbc.in/1lv8NoS25Thursday, June 19, 14

    They brought me here to talk about X, but really Im going to talk to you about Y and as it turns out Y is just a reallylong and complicated metaphor for X.

    So! They brought me here to talk about

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    disruption

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    disruption, but Im really going to talk about

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    http://bit.ly/1lv8YRk27Thursday, June 19, 14

    CHALLAH BREAD. You see, the single loaf that is Challah bread is woven TOGETHER from up to six strands of dough,but challah itself is a DOUBLE LOAF

    Anyway! The phrase disruptive technology

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    disruptive

    technology

    28Thursday, June 19, 14

    was born some twenty years ago and over the intervening time its twisted and mutated and grown to become thisforce, a guiding principle, a thing of value and something to AIM FOR: there are things out there, and they needDISRUPTING. TechCrunch has referred to every new technology under the sun as disruptive, including an

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    email service that will tell you how best to stretch your dollar at Taco Bell and this

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    gadget that dries your body after youve finished bathing? I guess? Forbes posts about

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    That kind of innovation changes the rules. Were accustomed

    to seeing mature products wiped out by new technologies and

    to ever-shorter product life cycles. But now entire productlineswhole marketsare being created or destroyed

    overnight. Disrupters can come out of nowhere and instantly

    be everywhere. Once launched, such disruption is hard to

    fight.

    We call these game changers big-bang disrupters. Theydont create dilemmas for innovators; they trigger disasters.

    http://bit.ly/1lv9VZP31Thursday, June 19, 14

    BIG BANG DISRUPTORS, which are a sub-category of disruptive technology that is likely to see entire product linesand markets being created or destroyed overnight. Amongst the Big Bang Disruptors this year wereand rememberCREATED AND DESTROYED OVERNIGHTembedded sensors, the first example of which they give is a

    http://bit.ly/1lv9VZPhttp://bit.ly/1lv9VZPhttp://bit.ly/1lv9VZP
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    toothbrush,

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    http://bit.ly/1lvaJOo

    33Thursday, June 19, 14

    wearables in general, but specifically things like BEDDIT, a sleep tracker and coach, and

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    http://bit.ly/1lvaNh734Thursday, June 19, 14

    veristride, a quote-unobtrusive shoe-based technology that will measure and provide active feedback on how well you walk. Theyalso list

    http://bit.ly/1lvaNh7http://bit.ly/1lv