Why Making Things People Want beats Making People Want Things - Ad:tech 2013

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Information about Why Making Things People Want beats Making People Want Things - Ad:tech...
Business & Mgmt

Published on September 12, 2013

Author: gamages

Source: slideshare.net

Description

"Why Making Things People Want beats Making People Want Things" is a talk I gave at Ad:tech 2013 in London at the Kensington Olympia.

It's nearly two years since I stumbled across the phrase as a galvanising idea for the work I do with clients and agencies here at Smithery, so it's been great to reinterrogate the notion slighty in the context of some other things. As always, a smattering of economics and maker culture infuses it all.

SMITHERY.CO @WILLSH WHY MAKINGTHINGSPEOPLEWANT BEATS MAKINGPEOPLEWANTTHINGS 12.09.2013 ADTECH LONDON 51.4951°N, 0.2061°W HTTP://RIVETIN.GS/ADTECH2013 JOHNVWILLSHIRE,SMITHERY

SMITHERY.CO @WILLSH WHATISITYOU ACTUALLYDO...?

SMITHERY.CO @WILLSH NOWITELLPEOPLE... THELASTTHINGIDID THENEXTTHINGI’MDOING

SMITHERY.CO @WILLSH THELASTTHINGIDIDMONDAY9THSEPTEMBER2013

SMITHERY.CO @WILLSH WHYAMIHERE?

SMITHERY.CO @WILLSH ISN’TITQUITEFAR AWAYFROMPHDMEDIA?

SMITHERY.CO @WILLSH WHATISMEDIA NOWADAYS?

SMITHERY.CO @WILLSH MEDIAISA VEHICLEFOR KNOWLEDGE CESARHIDALGO,MITMEDIALAB “ ”

SMITHERY.CO @WILLSH MEDIAISTHE CONNECTIVETISSUE OFSOCIETY CLAYSHIRKY,NYU “ ”

SMITHERY.CO @WILLSH MEDIAISHYBRID JUSTLIKEBUILDINGS,DEVICES, SPACES,EVENTSETC NOTHINGISALL-DIGITALANY MORETHATIT’SALL-PHYSICAL DANHILL,FABRICA “ ”

SMITHERY.CO @WILLSH MEDIANOWSTARTS ATPRODUCTCREATION

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH “WORKOF”

SMITHERY.CO @WILLSH “GOODSMADE”

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH MARKETINGHASBECOME ADVERTISINGMANAGEMENT

SMITHERY.CO @WILLSH IT’SHARDLYANEWPROBLEM

SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION… SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESS SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK

SMITHERY.CO @WILLSH “THEPRINCIPALTASKOFTHEMARKETING FUNCTION…ISNOTSOMUCHTOBE SKILFULINMAKINGTHECUSTOMERDO WHATSUITSTHEINTERESTSOFTHE BUSINESSASTOBESKILLEDINCONCEIVING ANDTHENMAKINGTHEBUSINESSDO WHATSUITSTHEINTERESTSOF THECUSTOMER“ SOURCE:ALANMITCHELL-HTTP://RIVETIN.GS/MCKITTERICK JOHNMCKITTERICK,GE,1957

SMITHERY.CO @WILLSH “HAS MARKETING FAILED, ORWASIT NEVERREALLY TRIED?” 1985PAPERBYSTEPHENKING,JWT

SMITHERY.CO @WILLSH FOUR MARKETING ROUTESTO FAILURE...

SMITHERY.CO @WILLSH THRUST MARKETING1

SMITHERY.CO @WILLSH marketing MARKETING DEPARTMENT MARKETING2

SMITHERY.CO @WILLSH ACCOUNTANT’S MARKETING3 JANUARY DECEMBER PAYBACK

SMITHERY.CO @WILLSH FORMULA MARKETING4 success = x Y z +

SMITHERY.CO @WILLSH FOUR ESSENTIAL ASPECTSOF REAL MARKETING

SMITHERY.CO @WILLSH STARTWITH THECUSTOMER1

SMITHERY.CO @WILLSH WORKING OVERTIME2

SMITHERY.CO @WILLSH USINGALL RESOURCES3CEO marketing manufacturing

SMITHERY.CO @WILLSH INNOVATION4 CREATIVITYTHAT DELIVERSVALUE

SMITHERY.CO @WILLSH ALLDEEPLY LINKEDTO PRODUCT

SMITHERY.CO @WILLSH YETCURRENTLY, MARKETINGISFAILING

SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF70% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2012

SMITHERY.CO @WILLSH PEOPLE WOULDNOT CAREIF73% OFBRANDS DISAPPEARED HAVASMEDIAMEANINGFULBRAND STUDY,2013

SMITHERY.CO @WILLSH BRANDSAREINBADSHAPE. LITERALLY.

SMITHERY.CO @WILLSH HTTP://RIVETIN.GS/PYRAMID

SMITHERY.CO @WILLSH THEMODERNBRANDIS LIKEABITTORRENTFILE

SMITHERY.CO @WILLSH IMPOSSIBLE FORANYONE MINDTO CONCEIVE...

SMITHERY.CO @WILLSH @TOBYBARNES “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWECAN NOWSHOWYOUTHE WORLD.”

SMITHERY.CO @WILLSH TRADITIONALBRANDSARETHE WORSTMODERNBRANDBUILDERS

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH “LIKEYACHTRACING, MODERNMARKETS AREANENVIRONMENT DEFINEDSOLELYBYTHE POSITIONOFTHE COMPETITORS,RATHER THANBYANYABSOLUTE GEOGRAPHY” JOHNCRONK,2001

SMITHERY.CO @WILLSH MARKETINGWASTHEVENDÉEGLOBE

SMITHERY.CO @WILLSH THEBIGBOATS CAN’TSEE ALLTHELITTLEBOATS

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

SMITHERY.CO @WILLSH MODERNECONOMICS: THEVALUEOFATHING ISDETERMINEDBY WHATONEISWILLING TOGIVEUPTOOBTAIN THETHING

SMITHERY.CO @WILLSH THELABOURTHEORY OFVALUE THEVALUEOFSOMETHING ISDETERMINEDBYTHE LABOURTHATWENT INTOITSPRODUCTION

SMITHERY.CO @WILLSH PERHAPSTHERE’SA LABOURTHEORYOF BRANDVALUE* *ITMIGHTNEEDABETTERNAME

SMITHERY.CO @WILLSH FIELDNOTES

SMITHERY.CO @WILLSH £0.99 £3.33 PERPADPERPAD

SMITHERY.CO @WILLSH “MARKETINGIS WORLDBUILDING. WITHUNLIMITED BANDWIDTHWE CANNOWSHOW YOUTHEWORLD.” @TOBYBARNES

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH LABOURTHEORY OFBRANDVALUE: YOUHAVETOMAKEEVERYTHINGWITHTHE INFINITECANVASOFTHEINTERNETINMIND

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

SMITHERY.CO @WILLSH ...THANTHISWORLD

SMITHERY.CO @WILLSH MARXWAS HALF RIGHT...

SMITHERY.CO @WILLSH IT’SNOT ABOUTTHE MEANSOF PRODUCTION

SMITHERY.CO @WILLSH IT’SABOUTTHE MEANING INPRODUCTION

SMITHERY.CO @WILLSH THERE’SAFOLKSYAND AFIELDNOTESFOR EVERYMARKET, EVERYPRODUCT, EVERYSERVICE

SMITHERY.CO @WILLSH SOWHATSHOULDWEDO?

SMITHERY.CO @WILLSH COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION

SMITHERY.CO @WILLSH EMBRACETHE GRANULARITYOF EVERYTHING YOU’VEEVERDONE FRAGMENTATION

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

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

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

SMITHERY.CO @WILLSH YEP.

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH HAVINGLOTSOF PEOPLEINA COMPANY MAKESITEASY...

SMITHERY.CO @WILLSH OWNINGLOTSOFBRANDS MAKESITHARD

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

SMITHERY.CO @WILLSH THEREISNO “ONESIZE FITSALL” INYOUTUBE

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

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH EXPERIMENTATION SHOWPEOPLETHE FUTUREYOU WANTTOLIVEIN WITHTHEM

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

SMITHERY.CO @WILLSH

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SMITHERY.CO @WILLSH YOUHAVETO GIVEUP SOMETHING FOREACHOF THESE...

SMITHERY.CO @WILLSH PERFECTIONISM FRAGMENTATION CONTENT GIVEUP TOEMBRACE SWAPITFOR

SMITHERY.CO @WILLSH COOPERATION GIVEUP CONTROL TOEMBRACE SWAPITFOR COMMUNITY

SMITHERY.CO @WILLSH GIVEUP CONSOLIDATION TOEMBRACE COMPLEXITY SWAPITFOR SPEED

SMITHERY.CO @WILLSH GIVEUP KNOWING TOEMBRACE EXPERIMENTATION SWAPITFOR LEARNING

SMITHERY.CO @WILLSH THENEXT THING I’MDOING

SMITHERY.CO @WILLSH THANKYOUJOHNVWILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTCARDS-HTTP://SHOP.SMITHERY.CO

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