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MTPW > MPWT @ IAPI, Dublin

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John V Willshire
John V Willshire

The slides from the talk I gave on "Does Making Things People Want Beat Making People Want Things" at the IAPI breakfast event on 19th June 2014 in Dublin, Ireland

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SMITHERY.CO @WILLSH DOES MAKINGTHINGSPEOPLEWANT BEAT MAKINGPEOPLEWANTTHINGS? 19/06/2014 IAPI DUBLIN 53.336951N,-6.257106W JOHNVWILLSHIRE,SMITHERY
SMITHERY.CO @WILLSH WHATISITYOU ACTUALLYDO...?
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSHATACTILEMEMORY...
SMITHERY.CO @WILLSH ABOXTHAT’SBIGGERONTHEINSIDE
SMITHERY.CO @WILLSH WHYAMIHERE?
SMITHERY.CO @WILLSH ISN’TITQUITEFAR AWAYFROMMEDIA?
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 TISSUE VEHICLE HYBRID CONNECTIVEOBJECTS THAT TRANSFERKNOWLEDGE THROUGH TIMEANDSPACE MEDIA:
SMITHERY.CO @WILLSH MEDIANOWSTARTS ATPRODUCTCREATION
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH “WORKOF”
SMITHERY.CO @WILLSH “GOODSMADE”
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
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
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: 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 BRANDSOFTEN FINDTHIS HARDBECAUSE OFTHEIR HOLLOW FACTORY
SMITHERY.CO @WILLSH THEREARETWO OPPOSITEFORCES OFINNOVATIONAT WORKINMOSTBIG BRANDSTODAY
SMITHERY.CO @WILLSH MAKEPRODUCT VERY EFFICIENTLY MAKE MARKETING ASINTERESTING ASPOSSIBLE
SMITHERY.CO @WILLSH SOWHATSHOULDWEDO?
SMITHERY.CO @WILLSH ADVERTISINGISNOT THETHINGYOUDO, IT’STHESTORYOFTHE THINGSYOU’VEDONE
SMITHERY.CO @WILLSH ADVERTISINGISNOT THETHINGYOUDO, IT’STHESTORYOFTHE THINGSYOU’VEDONE
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 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 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
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH
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 COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION
SMITHERY.CO @WILLSH “ADAYINTHEWILD ISWORTHAMONTH OFGUESSING” MIKEKRIEGER,INSTAGRAM
SMITHERY.CO @WILLSH
SMITHERY.CO @WILLSH THANKYOU... ANDQUESTIONS? JOHNVWILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTSHOP.COM

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