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john v willshire, smithery   twitter - @willsh
Ideja X, Croatia, 2012
hello
bok
oh hai
my name is john
i can be hard to
understand
I can’t speak
german
i do run a
one-man-studio

it is called
smithery
i help businesses
solve problems
it’s something
to do with
these things
but it is
messier
than that
i started
writing
it on blank
playing
cards
ideas you
can step
inside
The Future of Marketing: Make Things People Want or Make People Want Things?
creation of   exploitation
  demand       of demand
creation of               exploitation
  demand                   of demand

                 not a
               choice,
              a balance
creation of
  demand
                     exploitation
                      of demand
             yet we
           seem to do
          more of This >>
it made me
think of these
The Future of Marketing: Make Things People Want or Make People Want Things?
easter island - 1722
          • population of 2000
          • 64 square miles
          • 1,400 miles from the
            nearest inhabitable place
          • 2,000 miles from the
            nearest continent
no trees
200 giant statues
30ft high
80 tons
how?
the original
settlers arrived
in massive canoes
the island they found was
covered in trees
survive         thrive




          finite
          resources
3. you can’t survive
                          1. too much
                            of this...



2. this all
disappears...
there are over 700 unfinished
statues on easter island

they kept making them right
until the trees ran out...
is our predicament
really that bad?
creation of               exploitation
  demand                   of demand

                finite
              resources
people would
not care if
70%
of brands
disappeared    havasbrand study
               meaningful
                          Media
Make
Things

                       Make
people
want
                       people
                       want
                       Things
         we need to
         redress
         the balance
1
2
    four ways to
    make things
3   people want
4
make
The maker
used to be the
marketer
making
is thinking
antonio
Stradivari’s
workshop
created the
finest
stringed
instruments
of all time
he left it to his
sons, who had
worked beside him
all their lives.
the workshop
closed within
twenty years.
“he could not
teach either of
them how to be
a genius.”
     Sennett on Stradivari
The marketing
died with
the maker
even the most
brilliant minds
cannot cheat death
Though they try...
branding was the next best thing
[                     ]
    long section on
      100 years of
    brand evolution
yet we’re still incredibly
focussed on ‘the maker’
“when the founder is still
there, people respect the
brand in a way that
doesn’t happen when the
reins have been handed
down over and over”
            Entrepreneur magazine Apr 12
“when the founder is still
there, people respect the
brand in a way that
doesn’t happen when the
reins have been handed
down over and over”
            Entrepreneur magazine Apr 12
“when the founder is still
there, people respect the
brand in a way that
doesn’t happen when the
reins have been handed
down over and over”
            Entrepreneur magazine Apr 12
And the makers don’t seem
too bothered about ‘brand’
“I don't believe in
brands.  People
buy our product,
not our company. 
You're only as
good as your last
product.”
           James Dyson
yet when they do depart...
who replaces
the maker?
Sometimes
there are
weird
replacements
product designer at hp?
packaging
designer at
diet coke?
creative director of polaroid?
creative director of intel?
but usually
there are
safe
replacements
“accountants
drift to the top
                          ”
      stephen king, jwt, 1985
0.6
                                                  51%
0.45
                                    36%                  ftse 100
 0.3
           24%                                           ceos with
0.15
                                                         finance
  0                                                      backgrounds
            1996                     2008         2012

   source - Robert Half / Hendricks & Struggles
Make
Things

                     Make
people
want
                     people
                     want
                     Things
         Safe pair
         of hands
those nice people in
finance
like the wrong sort of
marketing
( you should really read )


Has Marketing
Failed, or was it
never really tried?
1985 paper by Stephen king, JWT
four marketing
routes to failure
1   thrust
    marketing
2   marketing
    department




                 marketing silo
    marketing
3 marketing
  accountant’s
                      payback




                 january    december
4 marketing
  formula

                 x + Y
     success   =
                   z
four essential
aspects of
real
marketing
1   start with
    the customer
2 over time
   working
3 resources
  using all          CEO



     marketing

                 manufacturing
4 innovating
all deeply
linked to the
product
1 be a real marketer
2
3
4
things
what do marketers know
about making things...?
you are the
ruiners of all
things
good  bill hicks on marketers
with this ad,
sadden us, you will
there is nothing
interesting
about our world
let’s borrow
someone else’s
you are the
ruiners of all
things
good  bill hicks on marketers
marketing
has drifted
too far from
product
reality
The Future of Marketing: Make Things People Want or Make People Want Things?
the atoms of a product,
  or the seconds spent
         with a service
the feelings we get
from buying, using or
experiencing the thing
the two
cannot be
separated
pre-industrial   industrial   network
pre-industrial brands suffered
the stradivari problem
mass-production
branding helped
solve that problem
strip out and
replicate the
 essence of
 the maker
the art of
branding was
compression
companies
still seek
their fortune
in the ideas
of a long
dead mind...
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?
compression
don’t work for
this world
every time
we blink
a brand
changes
which can be disconcerting
if you are used to
consistency
“I struggle to identify a
consistent set of
measures across our
digital campaigns”
                       John Woods
                       Coke, GB & Ireland
it will get
 a lot, lot
 stranger
we will need
automation &
Robots to
understand it all
this will scare
and confuse us
The NEw yorker, 1946
don’t lose sleep over it...
“We use the word
'machines' in place of
'software designed by
people predicated on a
set of cultural
assumptions'...”
              kim plowright
but don’t
pretend it
isn’t happening
“Nostalgia isn’t a
 business Model”
                              john naughton




       http://memex.naughtons.org/archives/2012/04/05/15944
“We are born of
                                             complexity, shaped
                                             by complexity, and
                                             interact with a
                                             world that is
                                             inexorably
                                             growing more
                                             complex.”
                                                       Bud Caddell
graphic from http://whtebkgrnd.tumblr.com/
The Future of Marketing: Make Things People Want or Make People Want Things?
don’t fight
fragmentation
accelerate it
fragmentation doesn’t
destroy brand value
it demonstrates value

....or lack of it
there’s a different way to
 think about value...

the labour
theory of value
developed   ...and later
by adam     by karl
smith...    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
£0.99     £3.33
per pad   per pad
“marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
   @TobyBarnes, AKQA
it’s easier to
buy this world...
...than
this world
What if we stitched smaller ideas together to create
a longer idea? What if we stitched smaller ideas
together to create a longer idea? What if we stitched
smaller ideas together to create a longer idea? What
if we stitched smaller ideas together to create a
longer idea? What if we stitched smaller ideas
together to create a longer idea? Gareth Kay What if
we stitched smaller ideas together to create a
longer idea? What if we stitched smaller ideas
together to create a longer idea? What if we stitched
smaller ideas together to create a longer idea? What
world building   world borrowing
“The internet is biased
towards fact.  People
don’t care about your
brand mythology, they
care about where your
product is made and
what’s in it.”      douglas rushkoff
Labour theory
of brand value:
show the constant
additions to the
essence and the
substance
1 be a real marketer
2 let the deeds show
3
4
people
staring
at people
is rude
The Future of Marketing: Make Things People Want or Make People Want Things?
staring down at
people is a force
of habit...
“We do what we do largely because
of our interaction with - and under
the influence of - others.
And mostly without realising it.”

                       Mark Earls, Herd
stop staring
at people
start looking
between them
different
people
want
different
things
how do you look
between people?
anthropologish*

*not hardcore anthropology, before anyone gets angry
archeology         culture

      four disciplines
language            social
fuck yeah
archeology   !
oh..... that
archeology
digging
around in the
things folk
leave behind
unseen UK, 2006
photos by the people at royal mail
look for the things that
show you what people
are capable of...
language
google gets it wrong:


Provjerite što
ljudi žele
a friend helps it
get better?
we want a...
 strapline
 three values
 proposition
200
million
          we need a...
           dictionary
           lexicon
tweets     phrase book
per day
it matters what they say about you




   not what you say about you
culture
don’t look for
things that unite

look for things
that divide...
“We seek out these
obsessives, maniacs
and eccentrics
because they can
help us get to big,
breakthrough ideas”
           Brian Miller,
           Sense Worldwide
social...


            ...hang on, we know
            about this one...
facebook offers
a partial glance
of the intangible
half of your
social
footprint
galvanism:
                                          when we
                                          thought
                                          electricity
                                          would cure
from “The Craftsman” by Richard sennett
                                          all disease
facebook does
not offer
intimations of
the sublime
http://jeffberryman.com/2011/05/19/counting-on-the-sublime/
always look through
    two lenses
          Material
          & virtual
_____.jpg by Alan Belcher
what’s fascinating is where
the two now begin to meet

                              People like the
                              clothes online,
                              appears on
                              hangers in store
                              C&A, Brasil
archeology    culture

 look between people
language       social
1 be a real marketer
2 let your deeds show
3 look between people
4
want
three
different
wants
   peter doyle,
   Value-Based Marketing
incipient wants

things which
people want, but
have no idea about
until they see it.
the things
that sell
themselves
latent wants
things there are
no present
solutions for, but
are easy for
people to describe
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?
existing wants
things we already
know we want, for
which there are
plenty of willing
suppliers...
existing wants
...this is where the
interesting shit is
let’s think about
coffee, for example
“like yacht racing,
modern markets are an
environment defined
solely by the position
of the competitors,
rather than by any
absolute geography”
              John Cronk
Coffee was the Vendée globe
you needed a
super-yacht
to be in the
race, never
mind score
points
The internet is
a very lenient
race judge
it lets any
small boat
join in...
i am a bit geeky
about coffee...
i can find a
great place to
buy coffee
whenever I’m
out and about
I can blend
my own
coffee to
suit my own
taste
profile.
And name it
I can watch
509 videos
about how
to use an
aeropress
I can read 19,200,000 internet
links on coffee farm soil reports*
                            *i haven’t
ikawa coffee system




i could even start roasting coffee at home
amongst my
friends, I am a
novice
so what’s happening?
Talent hits a target
 no one else can hit
genius hits a target
no one else can see
           arthur Schopenhauer
the big boats find it hard
to see all the little boats
all of their
research tools are
geared to look at
the direct
competitors
marketers copy
each other just
like everyone else
It should still be possible
to do something though...?
this
is your
best
response?
barista style....?
barista
style is
free
hugs
no
free
hugs
but we have
market
share?
it never starts with people
who want market share...
there are
always people
who are more
geeky about
your market
than you...
make something they can believe in
The Future of Marketing: Make Things People Want or Make People Want Things?
you have to want to
make a difference
To Do a common thing
uncommonly well
brings success
            henry john heinz
uncommonly well
is now a lot harder to achieve than it used to be
want to makes things well
want to tell
your story
want to create demand
people will
only want
the things
you make
as much as
you want to
make them.
1   be a real marketer
2   let your deeds show
3   look between people
4   want to make things
that sounds... hard
 where do i start?
think of it
this way

you are an
operating
system
they’re not
  consumers
they’re users
they will make
                               great things
                               that you are
                               afraid to make

by David Lee, howstrange.com
they will take your things and make other things
but they always have
Jingle Bells, Batman smells,
Robin flew away.
Kojak lost his lollipop
And bought a Milky Way
               trad. children’s song, 1960’s onwards
open up your operating system
celebrate the passionate
outsiders who use your platform
partner with
people who
are better at
running your
platform
use your
platform to
share value
watching your
shitty hologram
has no value
use your platform for good things
listen to the
customers
who’ve been
begging for
an open
platform
remember which side you are on
we
fight
for
the
users
hvala       john v willshire
            twitter - @willsh
            http://smithery.co/blog
thank you   john@smithery.co

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