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INFORMATION ENTROPY
By Oliver Reichenstein, iA Inc.
2012
15,000,000
Books
51,117,600
New Websites
1,000,000,000+
Facebook Users
1,100,000,000
Smartphone Subscribers
2,400,000,000
Total Users
182,500,000,000
Tweets
380,000,000,000
Photos
985,000,000,000
Facebook Likes
1,500,000,000,000
Google Searches
8,600,000,000,000
Short Messages
52,852,000,000,000
E-mails
1 Trillion Dollars
15 Trillion Dollars
52 Trillion Dollars
52 Trillion in 1$ Bills
QUALITY
52 Trillion
68% spam
99.99% in the trash.
48,000,000,000 hours of YouTube.
1,000,000,000 x “Gangnam Style”.
99.999% Trash.
The Web
has become like
TV.
It’s noisy.
It’sboring.
It is too much mostly
Advert
iseme
nt.
WHY?
“When you're young, you look at
television and think, There's a
conspiracy. The networks have conspired
to dumb us down. B...
The medium is a mirror. Because
humans are messy, everything will get
even messier.
:(
“Language allows information to
accumulate more and more rapidly as
time passes. Due to language I can
receive signals fro...
We are doing with our mind what we
have successfully done to our
environment. We are making a
mess.
ENTROPY
1. A measure of the unavailable energy
in a closed thermodynamic system that
is also usually considered to be a
measure of...
1. A measure of the unavailable energy
in a closed thermodynamic system that
is also usually considered to be a
measure of...
1. A measure of the unavailable energy
in a closed thermodynamic system that
is also usually considered to be a
measure of...
1. A measure of the unavailable energy
in a closed thermodynamic system that
is also usually considered to be a
measure of...
WHY SO NEGATIVE?
“Iteration scales collaboration: Lots of
people making small changes. Just as
inaccuracy scales knowledge: Knowledge
can't...
Messiness scales meaning? How so?
Automatically? Because it’s… all…
like… you know… awesome?
WHAT DO WE KNOW FOR SURE?
“From a scientific point of view,
optimism and pessimism are
objectionable: optimism assumes, or
tempts to prove, that the...
We are good at cleaning up, but making
a mess and ignoring it, this is what we
are really good at. And in both cases
techn...
Is it pessimistic to assume that what
analog technology has done to our
environment, information technology is
doing to ou...
Information Entropy.
“…commodification [of personal data]
is not happening against the wishes of
ordinary citizens but because this is
what ord...
CAN WE DESIGN OR PROGRAM
THIS AWAY?
1. Reduction creates essence.
(We can do a better job at focussing on essence.)
2. Silence and pauses give structure.
(Meaning needs Pauses. Thought needs room. We can improve our own diet.)
3. Details clear things up.
(And they show that you care as a human being for another human being.)
4. Conscious repetition is fun.
(Redundancy makes a message memorable, identifiable and solid.
Kids love repetition. Repet...
5. Negativity motivates.
(Don’t be negative? Branding negativity as evil and unwise is utter ideological
nonsense. Negativ...
6. Slowness is powerful.
(There is no need to increase overall user engagement, we engage enough. It’d be nice
to start sh...
…and?
OK, NOW ENOGH WITH THE
NEGATIVITY AND THE REPETITION
AND THE SLOWNESS. GIVE US
SOMETHING…
NEW!
Design is a process.
Writing is a process.
Business is a process.
(Improving the quality not a matter of good intentions. ...
If the process sucks, the result sucks.
(There is no killer method to solve all problems. Problem solving is a process. Al...
Design Processes.
Editorial Processes.
Business Processes.
(Improve your team’s performance? Maybe invest into improving t...
Look at internal information processes
before you paint a nice picture of a
corporation on the outside.
(One can feel that...
Your information architecture is your
brand architecture. To improve it:
1. Reduction creates essence.
2. Silence and pauses give structure.
3. Details clear things up.
4. Conscious repetition is...
THANK YOU.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
48,000,000,000 hours of YouTube.
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48,000,000,000 hours of YouTube. Information entropy

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48,000,000,000 hours of YouTube.

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