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6.11.2013
SQUARED
LONDON
51.5207° N, 0.1345° W

ARE BRANDS FRACKING
THE SOCIAL WEB?
JOHN V WILLSHIRE
@WILLSH
SMITHERY.CO
“WHAT IS IT YOU ACTUALLY DO...?”

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
“WORK OF”

@WILLSH
SMITHERY.CO
“GOODS MADE”

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
A STRONG
WORKING
PRINCIPLE
@WILLSH
SMITHERY.CO
AND A HEALTHY DOSE
OF SPECULATION...
@WILLSH
SMITHERY.CO
“...MEN OF SPECULATION, WHOSE TRADE IT IS
NOT TO DO ANYTHING, BUT TO OBSERVE
EVERYTHING; AND WHO, UPON THAT
ACCOUNT, ARE O...
FOURTH TIME AT SQUARED

WWW.WEARESQUARED.COM
WWW.GOOGLE.COM/+WEARESQUARED

@WILLSH
SMITHERY.CO
LET’S TALK ABOUT
FRACKING...

@WILLSH
SMITHERY.CO
“FRACKING IS AN
AGGRESSIVE, INVASIVE
TECHNIQUE FOR
EXTRACTING VALUABLE
RAW MATERIALS OUT OF
HARD TO REACH PLACES”
PHIL ADA...
ATTENTION
IS THE
MOST
VALUABLE
RAW
MATERIAL
THERE IS
@WILLSH
SMITHERY.CO
ONE QUESTION I’M WRESTLING WITH:

ARE BRANDS
FRACKING THE
SOCIAL WEB?
@WILLSH
SMITHERY.CO
“I BELIEVE THAT THE FUTURE OF BRAND
COMMUNICATIONS LIES IN FINDING A
WAY TO BECOME PART OF COMMUNITIES,
AND COMMUNICATE WI...
THAT SOUNDS
REALLY ANNOYING
@WILLSH
SMITHERY.CO
YEP, REALLY ANNOYING.

@WILLSH
SMITHERY.CO
“OUR
CHALLENGE
IS THAT
PEOPLE
REALLY
DON’T CARE”
martin Weigel, W+K

@WILLSH
SMITHERY.CO
PERHAPS BRANDS AND THE
SOCIAL WEB ARE JUST VERY
DIFFERENT TYPES OF THING?

@WILLSH
SMITHERY.CO
LET’S THINK
A LITTLE ABOUT
“CONVERSATIONS”
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
WORKING WELL

COOPERATION

THE CRAFTSMAN
2008

TOGETHER
2012

WITH “CITIES”
TO FOLLOW...

THREE BOOKS ABOUT THE SKILLS PEO...
COOPERATION

“AN EXCHANGE IN
WHICH THE
PARTICIPANTS
BENEFIT FROM THE
ENCOUNTER”
@WILLSH
SMITHERY.CO
IT CONTAINS A
VERY USEFUL
WAY TO THINK
ABOUT
CONVERSATION
@WILLSH
SMITHERY.CO
“WHEN WE SPEAK ABOUT
COMMUNICATION SKILLS, WE FOCUS
ON HOW TO MAKE A CLEAR
PRESENTATION, TO PRESENT WHAT
WE THINK OR FEEL....
@WILLSH
SMITHERY.CO
CONVERSATION IS
ABOUT LISTENING
@WILLSH
SMITHERY.CO
BUT MORE IMPORTANT THAN
JUST LISTENING IS
LISTENING WELL
@WILLSH
SMITHERY.CO
“ LISTENING CAREFULLY

PRODUCES CONVERSATIONS
OF TWO SORTS...

THE DIALECTIC
AND THE DIALOGIC ”
RICHARD SENNETT, TOGETHER
...
WHAT THE F***?
@WILLSH
SMITHERY.CO
DIALECTIC
FROM WORK OF
GERMAN PHILOSOPHER
GWF HEGEL
THE INTERACTION AND
RESOLUTION BETWEEN
MULTIPLE IDEAS

@WILLSH
SMITHER...
DIALECTIC:

“THE AIM IS TO COME
EVENTUALLY TO A COMMON
UNDERSTANDING”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO
Cb

C

Gf

AD

AD

bA
A

b AD fAD
g

CD
b

C

Fe
D

E

Ge
F

G

H

DIALECTIC WANTS CONSENSUS

@WILLSH

SMITHERY.CO
...NO MATTER
HOW GOOD THAT
CONSENSUS IS
@WILLSH
SMITHERY.CO
DIALOGIC
FROM WORK OF RUSSIAN
PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT
RESOLVE ITSELF BY FINDING
COMMON GRO...
DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”

RICHARD SENNETT, ...
E
A C
H
G b
F D

IN DIALOGIC
CONVERSATION,
IDEOLOGIES COEXIST
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

THEY
CONSTANTLY
INTERACT AND
INFORM EACH
OTHER
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

EACH IDEOLOGY
CAN HOLD MORE
SALIENCE IN
CERTAIN
CIRCUMSTANCES
@WILLSH
SMITHERY.CO
E
A C
H
G b
F D

CHANGES CAN BE
MADE IF A
STRATEGY DOES
NOT HAVE THE
DESIRED EFFECT
@WILLSH
SMITHERY.CO
THIS MIGHT NOT JUST APPLY TO

“CONVERSATION”

@WILLSH
SMITHERY.CO
THIS INTERPLAY OF
IDEAS IS VERY
REMINISCENT OF
THE SOCIAL WEB...
@WILLSH
SMITHERY.CO
WHAT IF THERE
ARE DIALECTIC AND
DIALOGIC
STRUCTURES &
CULTURES TOO?
@WILLSH
SMITHERY.CO
ARE TRADITIONAL
MARKETING
STRUCTURES LIKELY
TO BE MORE
DIALECTIC?

@WILLSH
SMITHERY.CO
ARE SOCIAL WEB
PLATFORMS AND
COMPANIES MORE
DIALOGIC IN NATURE?

@WILLSH
SMITHERY.CO
IT WOULD HELP
EXPLAIN THE
CULTURE CLASH

@WILLSH
SMITHERY.CO
ARE BRANDS
INTENTIONALLY
FRACKING THE
SOCIAL WEB?
PERHAPS...
@WILLSH
SMITHERY.CO
OR IS IT THE FAULT OF A
MASSIVE CULTURAL DIVIDE?
@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
SMITHERY.CO
YOUR TONE OF
ACTION IS WHAT
ATTRACTS PEOPLE

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
MODERN ECONOMICS:
THE VALUE OF A THING IS
DETERMINED BY WHAT ONE IS
WILLING TO GIVE UP TO OBTAIN
THE THING
@WILLSH
SMITHER...
THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING
IS DETERMINED BY THE
LABOUR THAT WENT
INTO ITS PRODUCTION
@WILLSH
SMITHE...
PERHAPS THERE’S A
LABOUR THEORY OF
BRAND VALUE*
*it might need a better name, mind
@WILLSH
SMITHERY.CO
FIELD NOTES
@WILLSH
SMITHERY.CO
£0.99
PER PAD

£3.33
PER PAD
@WILLSH
SMITHERY.CO
“MARKETING IS WORLD
BUILDING. WITH
UNLIMITED BANDWIDTH
WE CAN NOW SHOW YOU
THE WORLD.”
@TOBYBARNES
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind

@WILLSH
http:/...
WE’D RATHER BUY
THIS WORLD...
@WILLSH

SMITHERY.CO
...THAN
THIS WORLD
@WILLSH
SMITHERY.CO
BRANDS OFTEN
FIND THIS HARD
BECAUSE OF THEIR
HOLLOW FACTORY
@WILLSH
SMITHERY.CO
THERE ARE TWO
OPPOSITE FORCES
OF INNOVATION AT
WORK IN MOST BIG
BRANDS TODAY
@WILLSH
SMITHERY.CO
MAKE PRODUCT
VERY EFFICIENTLY
MAKE MARKETING
AS INTERESTING
AS POSSIBLE
@WILLSH
SMITHERY.CO
MARX WAS
HALF RIGHT...
@WILLSH
SMITHERY.CO
IT’S NOT
ABOUT THE
MEANS OF
PRODUCTION
@WILLSH
SMITHERY.CO
IT’S ABOUT THE
MEANING
IN PRODUCTION

@WILLSH
SMITHERY.CO
OVER HERE, IT’S WAY
EASIER TO CREATE
MEANING IN PRODUCTION
@WILLSH
SMITHERY.CO
BUT IT DEMANDS
DRAMATIC CHANGES IN
HOW WE WORK
@WILLSH
SMITHERY.CO
COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY

COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO
COMPLEXITY
FRAGMENTATION

EXPERIMENTATION
COOPERATION
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
FRAGMENTATION
EMBRACE THE
GRANULARITY OF
EVERYTHING YOU’VE
EVER DONE

@WILLSH
SMITHERY.CO
“

I’M REALLY INTERESTED IN THE MAKING
OF ‘IT’ -WHERE THE MAKING IS PART OF
THE STORY OF THE ‘IT’...

”

THOMAS HEATHERWIC...
IT COULD BE
BLENDING
EVERYTHING
YOU DO NOW
WITH A RICH
TAPESTRY OF
YOUR PAST...
@WILLSH
SMITHERY.CO
OR IT COULD
BE SHOWING
EVERYONE
EVERYTHING
YOU DO TO
MAKE THEIR
THING...
@WILLSH
SMITHERY.CO
COOPERATION
IT’S ALL ABOUT PEOPLE,
AND WHAT THEY DO
TOGETHER TO MAKE
GREAT THINGS HAPPEN
@WILLSH
SMITHERY.CO
YEP.

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
HAVING LOTS OF
PEOPLE IN A
COMPANY MAKES
IT EASY...
@WILLSH
SMITHERY.CO
OWNING LOTS OF BRANDS
MAKES IT HARD

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
COMPLEXITY
DON’T CONSOLIDATE.
FRAGMENT BY SECTOR,
PRODUCT,
COUNTRY,
REGION...
@WILLSH
SMITHERY.CO
THINK OF IT THIS WAY

YOU ARE AN OPERATING SYSTEM

@WILLSH
SMITHERY.CO
THERE IS NO “ONE
SIZE FITS ALL”
IN YOUTUBE

@WILLSH
SMITHERY.CO
WITH THE RIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
EXPERIMENTATION
SHOW PEOPLE THE
FUTURE YOU WANT TO
LIVE IN WITH THEM

@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
@WILLSH
SMITHERY.CO
“IT’S NOT RESEARCH AND
DEVELOPMENT, BUT
PERSISTENCE OF VISION...”
STUART WOOD
HEAD OF INNOVATION
HEATHERWICK STUDIO
@WILLS...
@WILLSH
SMITHERY.CO
WHICH ALL SOUNDS AMAZING
BUT HERE’S THE CATCH
YOU HAVE TO GIVE UP
SOMETHING FOR EACH OF THESE
@WILLSH
SMITHERY.CO
TO EMBRACE

FRAGMENTATION
GIVE UP

PERFECTIONISM
SWAP IT FOR

CONTENT

@WILLSH
SMITHERY.CO
TO EMBRACE

COOPERATION

GIVE UP

CONTROL
SWAP IT FOR

COMMUNITY

@WILLSH
SMITHERY.CO
TO EMBRACE

COMPLEXITY

GIVE UP

CONSOLIDATION
SWAP IT FOR

SPEED

@WILLSH
SMITHERY.CO
TO EMBRACE

EXPERIMENTATION

GIVE UP

KNOWING
SWAP IT FOR

LEARNING

@WILLSH
SMITHERY.CO
“LEARN, THINK AND
THRIVE IN THE
CONTEXT OF WORKING
WITH MULTIPLE
PERSPECTIVES AND
ULTIMATE
UNCERTAINTY”
RUPERT WEGERIF

@W...
MULTIPLE PERSPECTIVES...
MAKING SENSE OF BROAD BRANDS
EMILY HARE, EDITOR, CONTAGIOUS

HTTP://RIVETIN.GS/CONTAGIOUS
JOHN V ...
@WILLSH
SMITHERY.CO
THANK YOU
JOHN V WILLSHIRE
HTTP://SMITHERY.CO
@WILLSH
JOHN@SMITHERY.CO
ARTEFACTSHOP.COM
@WILLSH
SMITHERY.CO
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Fracking The Social Web - Squared, November 2013

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Publié le

The fourth version of "Fracking The Social Web", a talk I give on the Squared programme led by Google in partnership withthe IPA and Impact International

Publié dans : Business, Technologie

Fracking The Social Web - Squared, November 2013

  1. 6.11.2013 SQUARED LONDON 51.5207° N, 0.1345° W ARE BRANDS FRACKING THE SOCIAL WEB? JOHN V WILLSHIRE @WILLSH SMITHERY.CO
  2. “WHAT IS IT YOU ACTUALLY DO...?” @WILLSH SMITHERY.CO
  3. @WILLSH SMITHERY.CO
  4. “WORK OF” @WILLSH SMITHERY.CO
  5. “GOODS MADE” @WILLSH SMITHERY.CO
  6. @WILLSH SMITHERY.CO
  7. @WILLSH SMITHERY.CO
  8. A STRONG WORKING PRINCIPLE @WILLSH SMITHERY.CO
  9. AND A HEALTHY DOSE OF SPECULATION... @WILLSH SMITHERY.CO
  10. “...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 @WILLSH SMITHERY.CO
  11. FOURTH TIME AT SQUARED WWW.WEARESQUARED.COM WWW.GOOGLE.COM/+WEARESQUARED @WILLSH SMITHERY.CO
  12. LET’S TALK ABOUT FRACKING... @WILLSH SMITHERY.CO
  13. “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) @WILLSH SMITHERY.CO
  14. ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS @WILLSH SMITHERY.CO
  15. ONE QUESTION I’M WRESTLING WITH: ARE BRANDS FRACKING THE SOCIAL WEB? @WILLSH SMITHERY.CO
  16. “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 @WILLSH SMITHERY.CO
  17. THAT SOUNDS REALLY ANNOYING @WILLSH SMITHERY.CO
  18. YEP, REALLY ANNOYING. @WILLSH SMITHERY.CO
  19. “OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE” martin Weigel, W+K @WILLSH SMITHERY.CO
  20. PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
  21. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
  22. @WILLSH SMITHERY.CO
  23. WORKING WELL COOPERATION THE CRAFTSMAN 2008 TOGETHER 2012 WITH “CITIES” TO FOLLOW... THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO
  24. COOPERATION “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
  25. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
  26. “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 @WILLSH SMITHERY.CO
  27. @WILLSH SMITHERY.CO
  28. CONVERSATION IS ABOUT LISTENING @WILLSH SMITHERY.CO
  29. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
  30. “ LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  31. WHAT THE F***? @WILLSH SMITHERY.CO
  32. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
  33. DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  34. Cb C Gf AD AD bA A b AD fAD g CD b C Fe D E Ge F G H DIALECTIC WANTS CONSENSUS @WILLSH SMITHERY.CO
  35. ...NO MATTER HOW GOOD THAT CONSENSUS IS @WILLSH SMITHERY.CO
  36. DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
  37. DIALOGIC: “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  38. E A C H G b F D IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
  39. E A C H G b F D THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
  40. E A C H G b F D EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
  41. E A C H G b F D CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
  42. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
  43. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
  44. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
  45. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC? @WILLSH SMITHERY.CO
  46. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
  47. IT WOULD HELP EXPLAIN THE CULTURE CLASH @WILLSH SMITHERY.CO
  48. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS... @WILLSH SMITHERY.CO
  49. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
  50. @WILLSH SMITHERY.CO
  51. @WILLSH SMITHERY.CO
  52. @WILLSH SMITHERY.CO
  53. @WILLSH SMITHERY.CO
  54. @WILLSH SMITHERY.CO
  55. @WILLSH SMITHERY.CO
  56. @WILLSH SMITHERY.CO
  57. @WILLSH SMITHERY.CO
  58. @WILLSH SMITHERY.CO
  59. @WILLSH SMITHERY.CO
  60. @WILLSH SMITHERY.CO
  61. @WILLSH SMITHERY.CO
  62. @WILLSH SMITHERY.CO
  63. @WILLSH SMITHERY.CO
  64. @WILLSH SMITHERY.CO
  65. @WILLSH SMITHERY.CO
  66. @WILLSH SMITHERY.CO
  67. @WILLSH SMITHERY.CO
  68. @WILLSH SMITHERY.CO
  69. @WILLSH SMITHERY.CO
  70. @WILLSH SMITHERY.CO
  71. YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE @WILLSH SMITHERY.CO
  72. @WILLSH SMITHERY.CO
  73. @WILLSH SMITHERY.CO
  74. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
  75. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
  76. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE* *it might need a better name, mind @WILLSH SMITHERY.CO
  77. FIELD NOTES @WILLSH SMITHERY.CO
  78. £0.99 PER PAD £3.33 PER PAD @WILLSH SMITHERY.CO
  79. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
  80. @WILLSH SMITHERY.CO
  81. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind @WILLSH http://rivetin.gs/legoinside SMITHERY.CO
  82. WE’D RATHER BUY THIS WORLD... @WILLSH SMITHERY.CO
  83. ...THAN THIS WORLD @WILLSH SMITHERY.CO
  84. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
  85. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
  86. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
  87. MARX WAS HALF RIGHT... @WILLSH SMITHERY.CO
  88. IT’S NOT ABOUT THE MEANS OF PRODUCTION @WILLSH SMITHERY.CO
  89. IT’S ABOUT THE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  90. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  91. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
  92. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO
  93. COMPLEXITY FRAGMENTATION EXPERIMENTATION COOPERATION @WILLSH SMITHERY.CO
  94. @WILLSH SMITHERY.CO
  95. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE @WILLSH SMITHERY.CO
  96. “ I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’... ” THOMAS HEATHERWICK @WILLSH SMITHERY.CO
  97. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
  98. OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING... @WILLSH SMITHERY.CO
  99. COOPERATION IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
  100. YEP. @WILLSH SMITHERY.CO
  101. @WILLSH SMITHERY.CO
  102. @WILLSH SMITHERY.CO
  103. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
  104. OWNING LOTS OF BRANDS MAKES IT HARD @WILLSH SMITHERY.CO
  105. @WILLSH SMITHERY.CO
  106. @WILLSH SMITHERY.CO
  107. @WILLSH SMITHERY.CO
  108. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BY SECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
  109. THINK OF IT THIS WAY YOU ARE AN OPERATING SYSTEM @WILLSH SMITHERY.CO
  110. THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
  111. WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING... @WILLSH SMITHERY.CO
  112. @WILLSH SMITHERY.CO
  113. @WILLSH SMITHERY.CO
  114. @WILLSH SMITHERY.CO
  115. @WILLSH SMITHERY.CO
  116. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
  117. @WILLSH SMITHERY.CO
  118. @WILLSH SMITHERY.CO
  119. @WILLSH SMITHERY.CO
  120. @WILLSH SMITHERY.CO
  121. @WILLSH SMITHERY.CO
  122. @WILLSH SMITHERY.CO
  123. @WILLSH SMITHERY.CO
  124. “IT’S NOT RESEARCH AND DEVELOPMENT, BUT PERSISTENCE OF VISION...” STUART WOOD HEAD OF INNOVATION HEATHERWICK STUDIO @WILLSH SMITHERY.CO
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