Make Things People Want & The Hollow Factory...

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john v willshire
smithery LTD
@willsh

Bonjour

7 years at PHD Media in London,
latterly As Chief Innovation Officer

let me take
you back to
the Glasgow
2012
olympics...

North korea and
south korea have
been enemies for
over 70 years

so It’s a
probably not
a good idea
to mix their
flags up

Merde.

Wednesday 15th July, Hampden Park, Glasgow
North Korea Vs Columbia

NOT HAPPY

REALLY
not happy

The players come back
out, eventually.
North korea win 2-0.

and then, the strangest
of apologies is issued...

“ It wasn't a real flag, it was
a flag on a video graphic
”
...

Real not Real

eh?

this story tells us
two things

1. Scottish
people aren’t
afraid of
north korea

2. digital and physical aren’t
different ‘things’...

“
all our metaphors are broken.
The network is not a space, and
it’s not time, it is some other
kind of dimension entir...

“
all our metaphors are broken.
The network is not a space, and
”
it’s...

The factory makes
an end product...

end product implies
stasis, or even death

We have made a thing,
and it is finished

products today are
never finished.
They’re just
platforms for
people to build on...

hey, let’s find out what
these perceptions are and
put them in an onion...

“ a mechanical metaphor,
the infamous
transmission model ”
Prof. Mark Hobart, SOAS, on the dominant media m...

media:
let’s shout
at people

media:
a rented
home for a
fixed idea...

make
product
efficiently

innovation as
incremental
improvement

Six Sigma seeks to improve
the quality of process
outputs by identifying and
removing the causes of
defects and minimizing...

“The best minds of my generation
are thinking about how to make
people click ads”
”
...

we need to
find new
metaphors...

“ media is the
connective
tissue of society ”
clay shirky,
cognitive surplus

“ media is a
vehicle for
knowledge ”
cesar hidalgo
MIT media lab

“ just like
Mediabuildings, devices,
is hybrid,
spaces, events etc.
Nothing is all-digital any more
...

we need new
metaphors to
deal with what
comes next

1. more clients will be
making things locally

rebalancing
economies towards
manufacture

“reshoring”
shipping costs up?
labour costs as % down?
Then you bring it back home
http://www.inc.com/er...

2. people care more
about what they buy

3. the things are...
ALIVE!!!!

“ SPIMES: Material
Instantiations of an
immaterial system
”
Bruce Sterling

“
Physical things directly connected to
their metadata about use
and constructioN
” Matt Jones, Be...

media ships as part
of every product

“My
Tuna is
a spime”
Dan
Williams
@iamdanw

the infrastructure
is evolving quickly

it will only
get a lot,

lot
stranger

The NEw yorker, 1946

1. Clients will be closer to
making things...

2. people will look more closely
at the things they buy...

3. Things...

but what do
clients & agencies
know about
making things?

you are the
ruiners of all
things
good bill hicks on marketers

C3po
demeans
himself
for a washing
machine

really?

The Star
Wars
Holiday
Special
looks
classy in
comparison

you are the
ruiners of all
things
good

though actually...

people stopped
caring in
1999

so what is actually being ruined here?

there is
nothing in
here that’s
interesting
get me
Darth Vadar

you are the
ruiners of all
things
good

So how might you go
about it instead?

less world building
world borrowing
more

the labour
theory of value

developed ...and
by adam later by
smith... karl
marx

modern economics:
the value of a thing is
determined by what one
is willing to give up to
obtain the thing

The labour theory of value
the value of something is
determined by the labour
that went into its
production

Field Notes

£0.99 £3.33
per pad per pad

We’d rather
buy this world...

...than
this world

“marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
@TobyBarnes

To Do a common thing
uncommonly well
brings success
henry john heinz

“ I’m really interested in
the making of ‘it’ -where
the making is part of the
”
stor...

Marx was
half right...

it’s not about the

means
of production

http://www.voyoslo.com/wp-content/uploads/
2012/10/Means-of-Production-PLAYFUL12....

it’s about the
meaning
in production

upon
layer
upon
layer
upon
layer
upon

make
people
want
things

make
things
people
want

Merci
john@smithery.co
@willsh
http://smithery.co
http://shop.smithery.co

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