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A talk I gave at Silicon Beach 2013 in Bournemouth, about how the way in which brands, agencies and makers all might think about how they create the marketing for what it is they do.
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SMITHERY.CO@WILLSH
HOW OUR WORK MIGHT WORK
05.09.2013SILICON BEACHBOURNEMOUTH50.7200° N, 1.8800° WHTTP://RIVETIN.GS/SILB
JOHN V WILLSHIRE, SMITHERY
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“WHAT IS IT YOU ACTUALLY DO...?”
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“WORK OF”
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“GOODS MADE”
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A STRONG WORKINGPRINCIPLE
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AND A HEALTHY DOSE OF SPECULATION...
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“...MEN OF SPECULATION, WHOSE TRADE IT IS NOT TO DO ANYTHING, BUT TO OBSERVE EVERYTHING; AND WHO, UPON THAT ACCOUNT, ARE OFTEN CAPABLE OF COMBINING TOGETHER THE POWERS OF THE MOST DISTANT AND DISSIMILAR OBJECTS.”
ADAM SMITH, THE WEALTH OF NATIONS, 1776
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HERE’S SOMETHING I TALK ABOUT AT SQUARED
WWW.WEARESQUARED.COM
WWW.GOOGLE.COM/+WEARESQUARED
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LET’S TALK ABOUT FRACKING...
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“FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES”
PHIL ADAMS, BLONDE DIGITAL(AND CHEMICAL ENGINEER GRAD)
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ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS
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ARE BRANDS FRACKING THE SOCIAL WEB?
one question I’m wrestling with:
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“I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL”
ME, FIVE YEARS AGO, BEING A DICK
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THAT SOUNDS REALLY ANNOYING
SMITHERY.CO@WILLSHYEP, REALLY ANNOYING.
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“OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE”
martin Weigel, W+K
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PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?
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LET’S THINK A LITTLE ABOUT “CONVERSATIONS”
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THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE
THE CRAFTSMAN2008
TOGETHER2012
WITH “CITIES”TO FOLLOW...
WORKING WELL COOPERATION
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“AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”
cooperation
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IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION
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“WHEN WE SPEAK ABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...”
RICHARD SENNETT, TOGETHER
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CONVERSATION IS ABOUT LISTENING
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BUT MORE IMPORTANT THAN JUST LISTENING ISLISTENING WELL
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LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS...THE DIALECTIC AND THE DIALOGIC
“
”
RICHARD SENNETT, TOGETHER
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WHAT THE F***?
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DIALECTIC
FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL
THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS
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DIALECTIC:
RICHARD SENNETT, TOGETHER
“THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”
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DIALECTIC WANTS CONSENSUSA b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
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...NO MATTER HOW GOOD THAT CONSENSUS IS
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DIALOGICFROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
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“[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
DIALOGIC:
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IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST
A
bC
D
E
FG H
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THEY CONSTANTLY INTERACT AND INFORM EACH OTHER
A
bC
D
E
FG H
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EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES
A
bC
D
E
FG H
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CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT
A
bC
D
E
FG H
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THIS MIGHT NOT JUST APPLY TO“CONVERSATION”
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THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...
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WHAT IF THERE ARE DIALECTIC AND
DIALOGIC STRUCTURES & CULTURES TOO?
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ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?
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ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE
DIALOGIC IN NATURE?
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IT WOULD HELP EXPLAIN THE
CULTURE CLASH
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ARE BRANDSINTENTIONALLY FRACKING THE SOCIAL WEB?
PERHAPS...
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OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
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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, mind
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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 http://rivetin.gs/legoinside
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WE’D RATHER BUY THIS WORLD...
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...THAN THIS WORLD
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BRANDS OFTENFIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY
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THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY
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MAKE PRODUCT VERY EFFICIENTLY
MAKE MARKETING AS INTERESTINGAS POSSIBLE
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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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OVER HERE, IT’S WAY EASIER TO CREATE
MEANING IN PRODUCTION
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BUT IT DEMANDS DRAMATIC CHANGES IN
HOW WE WORK
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COMPETITIONSIMPLICITYCOMPRESSIONCERTAINTY
COOPERATIONCOMPLEXITY
FRAGMENTATIONEXPERIMENTATION
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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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I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’...
THOMAS HEATHERWICK
“”
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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 through
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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THINK OF IT THIS WAY
YOU ARE AN OPERATING SYSTEM
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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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“IT’S NOT RESEARCH AND DEVELOPMENT, BUT PERSISTENCE OF VISION...”
STUART WOODHEAD OF INNOVATIONHEATHERWICK STUDIO
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WHICH ALL SOUNDS AMAZING
BUT HERE’S THE CATCH
YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE
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GIVE UP PERFECTIONISM
TO EMBRACE
FRAGMENTATION
SWAP IT FOR
CONTENT
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GIVE UP CONTROL
TO EMBRACE
COOPERATION
SWAP IT FOR
COMMUNITY
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GIVE UP CONSOLIDATION
TO EMBRACE
COMPLEXITY
SWAP IT FOR
SPEED
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GIVE UP KNOWING
TO EMBRACE
EXPERIMENTATION
SWAP IT FOR
LEARNING
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“LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY”
RUPERT WEGERIF
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“WHAT IS IT YOU ACTUALLY DO...?”
TELL PEOPLE THE LAST THING YOU DID, AND THE NEXT THING YOU’RE DOING.
THEN LISTEN WELL.
SMITHERY.CO@WILLSH
THANK YOUjohn v willshire
http://smithery.co@willsh
artefact cards - http://shop.smithery.co
