How Our Work Might Work - Silicon Beach 2013

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Information about How Our Work Might Work - Silicon Beach 2013
Technology

Published on September 10, 2013

Author: gamages

Source: slideshare.net

Description

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.

SMITHERY.CO @WILLSH HOWOURWORK MIGHTWORK 05.09.2013 SILICONBEACH BOURNEMOUTH 50.7200°N,1.8800°W HTTP://RIVETIN.GS/SILB JOHNVWILLSHIRE,SMITHERY

SMITHERY.CO @WILLSH “WHATISITYOUACTUALLYDO...?”

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH “WORKOF”

SMITHERY.CO @WILLSH “GOODSMADE”

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH ASTRONG WORKING PRINCIPLE

SMITHERY.CO @WILLSH ANDAHEALTHYDOSE OFSPECULATION...

SMITHERY.CO @WILLSH “...MENOFSPECULATION,WHOSETRADEITIS NOTTODOANYTHING,BUTTOOBSERVE EVERYTHING;ANDWHO,UPONTHAT ACCOUNT,AREOFTENCAPABLEOF COMBININGTOGETHERTHEPOWERSOFTHE MOSTDISTANTANDDISSIMILAROBJECTS.” ADAMSMITH,THEWEALTHOFNATIONS,1776

SMITHERY.CO @WILLSH HERE’SSOMETHINGITALK ABOUTATSQUARED WWW.WEARESQUARED.COM WWW.GOOGLE.COM/+WEARESQUARED

SMITHERY.CO @WILLSH LET’STALKABOUT FRACKING...

SMITHERY.CO @WILLSH “FRACKINGISAN AGGRESSIVE,INVASIVE TECHNIQUEFOR EXTRACTINGVALUABLE RAWMATERIALSOUTOF HARDTOREACHPLACES” PHILADAMS,BLONDEDIGITAL (ANDCHEMICALENGINEERGRAD)

SMITHERY.CO @WILLSH ATTENTION ISTHE MOST VALUABLE RAW MATERIAL THEREIS

SMITHERY.CO @WILLSH AREBRANDS FRACKINGTHE SOCIALWEB? one question I’m wrestling with:

SMITHERY.CO @WILLSH “IBELIEVETHATTHEFUTUREOFBRAND COMMUNICATIONSLIESINFINDINGA WAYTOBECOMEPARTOFCOMMUNITIES, ANDCOMMUNICATEWITHTHEMINA WAYTHATISSHARED,PARTICIPATORY ANDRECIPROCAL” ME,FIVEYEARSAGO,BEINGADICK

SMITHERY.CO @WILLSH THATSOUNDS REALLYANNOYING

SMITHERY.CO @WILLSH YEP,REALLYANNOYING.

SMITHERY.CO @WILLSH “OUR CHALLENGE ISTHAT PEOPLE REALLY DON’TCARE” martin Weigel, W+K

SMITHERY.CO @WILLSH PERHAPSBRANDSANDTHE SOCIALWEBAREJUSTVERY DIFFERENTTYPESOFTHING?

SMITHERY.CO @WILLSH LET’STHINK ALITTLEABOUT “CONVERSATIONS”

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH THREEBOOKSABOUTTHESKILLSPEOPLE NEEDTOSUSTAINEVERYDAYLIFE THECRAFTSMAN 2008 TOGETHER 2012 WITH“CITIES” TOFOLLOW... WORKINGWELL COOPERATION

SMITHERY.CO @WILLSH “ANEXCHANGEIN WHICHTHE PARTICIPANTS BENEFITFROMTHE ENCOUNTER” cooperation

SMITHERY.CO @WILLSH ITCONTAINSA VERYUSEFUL WAYTOTHINK ABOUT CONVERSATION

SMITHERY.CO @WILLSH “WHENWESPEAKABOUT COMMUNICATIONSKILLS,WEFOCUS ONHOWTOMAKEACLEAR PRESENTATION,TO PRESENTWHAT WETHINKORFEEL...” RICHARDSENNETT,TOGETHER

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH CONVERSATIONIS ABOUTLISTENING

SMITHERY.CO @WILLSH BUTMOREIMPORTANTTHAN JUSTLISTENINGIS LISTENINGWELL

SMITHERY.CO @WILLSH LISTENINGCAREFULLY PRODUCESCONVERSATIONS OFTWOSORTS... THEDIALECTIC ANDTHEDIALOGIC “ ” RICHARDSENNETT,TOGETHER

SMITHERY.CO @WILLSH WHATTHEF***?

SMITHERY.CO @WILLSH DIALECTIC FROMWORKOF GERMANPHILOSOPHER GWFHEGEL THEINTERACTIONAND RESOLUTIONBETWEEN MULTIPLEIDEAS

SMITHERY.CO @WILLSH DIALECTIC: RICHARDSENNETT,TOGETHER “THEAIMISTOCOME EVENTUALLYTOACOMMON UNDERSTANDING”

SMITHERY.CO @WILLSH DIALECTICWANTSCONSENSUS A b C D E F G H bA CD Fe Ge C ADb G ADf C ADb ADfg

SMITHERY.CO @WILLSH ...NOMATTER HOWGOODTHAT CONSENSUSIS

SMITHERY.CO @WILLSH DIALOGIC FROMWORKOFRUSSIAN PHILOSOPHERMIKHAILBAHKTIN “ADISCUSSIONTHATDOESNOT RESOLVEITSELFBYFINDING COMMONGROUND...”

SMITHERY.CO @WILLSH “[PEOPLE]BECOME MOREAWAREOF THEIROWNVIEWS ANDEXPANDTHEIR UNDERSTANDING OFONEANOTHER” RICHARDSENNETT,TOGETHER DIALOGIC:

SMITHERY.CO @WILLSH INDIALOGIC CONVERSATION, IDEOLOGIESCOEXIST A b C D E F G H

SMITHERY.CO @WILLSH THEY CONSTANTLY INTERACTAND INFORMEACH OTHER A b C D E F G H

SMITHERY.CO @WILLSH EACHIDEOLOGY CANHOLDMORE SALIENCEIN CERTAIN CIRCUMSTANCES A b C D E F G H

SMITHERY.CO @WILLSH CHANGESCANBE MADEIFA STRATEGYDOES NOTHAVETHE DESIREDEFFECT A b C D E F G H

SMITHERY.CO @WILLSH THISMIGHTNOTJUSTAPPLYTO “CONVERSATION”

SMITHERY.CO @WILLSH THISINTERPLAYOF IDEASISVERY REMINISCENTOF THESOCIALWEB...

SMITHERY.CO @WILLSH WHATIFTHERE AREDIALECTICAND DIALOGIC STRUCTURES& CULTURESTOO?

SMITHERY.CO @WILLSH ARETRADITIONAL MARKETING STRUCTURESLIKELY TOBEMORE DIALECTIC?

SMITHERY.CO @WILLSH ARESOCIALWEB PLATFORMSAND COMPANIESMORE DIALOGICINNATURE?

SMITHERY.CO @WILLSH ITWOULDHELP EXPLAINTHE CULTURECLASH

SMITHERY.CO @WILLSH AREBRANDS INTENTIONALLY FRACKINGTHE SOCIALWEB? PERHAPS...

SMITHERY.CO @WILLSH ORISITTHEFAULTOFA MASSIVECULTURALDIVIDE?

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH YOURTONEOF ACTIONISWHAT ATTRACTSPEOPLE

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHINGIS DETERMINEDBYWHATONEIS WILLINGTOGIVEUPTOOBTAIN THETHING

SMITHERY.CO @WILLSH THELABOURTHEORYOFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION

SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *it might need a better name, mind

SMITHERY.CO @WILLSH FIELDNOTES

SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD

SMITHERY.CO @WILLSH “MARKETINGISWORLD BUILDING. WITH UNLIMITEDBANDWIDTH WECANNOWSHOWYOU THEWORLD.” @TOBYBARNES

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside

SMITHERY.CO @WILLSH WE’DRATHERBUY THISWORLD...

SMITHERY.CO @WILLSH ...THAN THISWORLD

SMITHERY.CO @WILLSH BRANDSOFTEN FINDTHISHARD BECAUSEOFTHEIR HOLLOWFACTORY

SMITHERY.CO @WILLSH THEREARETWO OPPOSITEFORCES OFINNOVATIONAT WORKINMOSTBIG BRANDSTODAY

SMITHERY.CO @WILLSH MAKEPRODUCT VERYEFFICIENTLY MAKEMARKETING ASINTERESTING ASPOSSIBLE

SMITHERY.CO @WILLSH MARXWAS HALFRIGHT...

SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION

SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION

SMITHERY.CO @WILLSH OVERHERE,IT’SWAY EASIERTOCREATE MEANINGINPRODUCTION

SMITHERY.CO @WILLSH BUTITDEMANDS DRAMATICCHANGESIN HOWWEWORK

SMITHERY.CO @WILLSH COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION

SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHINGYOU’VE EVERDONE FRAGMENTATION

SMITHERY.CO @WILLSH I’MREALLYINTERESTEDINTHEMAKING OF‘IT’-WHERETHEMAKINGISPARTOF THESTORYOFTHE‘IT’... THOMASHEATHERWICK “ ”

SMITHERY.CO @WILLSH ITCOULDBE BLENDING EVERYTHING YOUDONOW WITHARICH TAPESTRYOF YOURPAST...

SMITHERY.CO @WILLSH ORITCOULD BESHOWING EVERYONE EVERYTHING YOUDOTO MAKETHEIR THING...

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH IT’SALLABOUTPEOPLE, ANDWHATTHEYDO TOGETHERTOMAKE GREATTHINGSHAPPEN COOPERATION

SMITHERY.CO @WILLSH YEP.

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANYMAKES ITEASY...

SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH DON’TCONSOLIDATE. FRAGMENTBYSECTOR, PRODUCT, COUNTRY, REGION... COMPLEXITY

SMITHERY.CO @WILLSH THINKOFITTHISWAY YOUAREANOPERATINGSYSTEM

SMITHERY.CO @WILLSH THEREISNO“ONE SIZEFITSALL” INYOUTUBE

SMITHERY.CO @WILLSH WITHTHERIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOUWANTTO LIVEINWITHTHEM

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH “IT’SNOTRESEARCHAND DEVELOPMENT,BUT PERSISTENCEOFVISION...” STUARTWOOD HEADOFINNOVATION HEATHERWICKSTUDIO

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH WHICHALLSOUNDSAMAZING BUTHERE’STHECATCH YOUHAVETOGIVEUP SOMETHINGFOREACHOFTHESE

SMITHERY.CO @WILLSH GIVEUP PERFECTIONISM TOEMBRACE FRAGMENTATION SWAPITFOR CONTENT

SMITHERY.CO @WILLSH GIVEUP CONTROL TOEMBRACE COOPERATION SWAPITFOR COMMUNITY

SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED

SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING

SMITHERY.CO @WILLSH “LEARN,THINKAND THRIVEINTHE CONTEXTOFWORKING WITHMULTIPLE PERSPECTIVESAND ULTIMATE UNCERTAINTY” RUPERTWEGERIF

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH “WHATISITYOUACTUALLYDO...?” TELLPEOPLETHELASTTHINGYOUDID, ANDTHENEXTTHINGYOU’REDOING. THENLISTENWELL.

SMITHERY.CO @WILLSH THANKYOU john v willshire http://smithery.co @willsh john@smithery.co artefact cards - http://shop.smithery.co

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