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Disclosing  worlds  and  embodying  knowledge

Simon  Roberts

@stripepartners &  @ideasbazaar

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We  are a  global  innovation  and  strategy  studio  

We  help  world  class  teams  bring  clarity  to  their  brand  and  innovation  strategy

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Our  purposeNarrowing  the  distance  between  

business  and  what  matters  in  the  world

Our  purposeTo  narrow  the  distance  between  

business  and  what  matters  in  the  

real  world

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Words,  Words,  Words

Designs

Ethnographers  develop  deep  understandings  of  the  world  

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Cultures

Beliefs

Products

Practices

Locations

Tastes

Behaviours

Relationships

Our  translations  of  that  experience  are  not  ideal

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Camping  Needs Mastery

Survival

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We  need  to  understand  worlds  not  just  words  

People  know  more  than   they  can   te l l

M i chae l  Po l any i

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Most  of  what  we  seek  to  understand   lies  beyond  words

P r ac t i c a l   know ledge  no t  compr i s i n g  know ledge  o f   i t s  

own  p r i n c i p l e s

P i e r re  Bou rd i eu

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We  learn  through  experience  and  with  our  bodies    

We  know  no t   th rough  ou r  i n te l l e c t  bu t   th rough  ou r  e xpe r i en ce

Mau r i ce  Me r l e au -­‐Pon ty

There’s  a  difference  between  ‘knowing  that’  and  ‘knowing  how’  

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We  run  ethnographic  studios  to  immerse  in  people’s  worlds  and  solve  challenges  with  client  teams

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/  Ethnographic  interviews

/  Embodied  activities

/  Expert  encounters

/  Team  based  research

/  Mobile  Diaries

We  take  the  team  out  to  embody  the  world  of  their  consumers  

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(Media  Planner)(Marketing  Director) (Brand  Manager)

Studios  create  shared  experience,  common  understanding  &  team  alignment  

1.  Multi-­‐disciplinary  team  moves  into  a  shared  house. 2.  We  run  a  range  of  activities  to  embody  understanding.

3.  Participants  work  in  small  teams  to  activate  insights. 4.  Extended  team  aligns  around  key  implications.

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Strategy  development  often  involves  a  division  of  labour…

Delivery  teamResearchers  and  Strategists

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Studios  enable  teams  to  work  together  with  embodied  knowledge  based  on  shared  experiences  

Delivery  teamResearchers and  Strategists

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Successful  strategy  is  embodied  not  documented  or  declared  

““

Flint  McGlaughlin

It  is  only  when  strategy  is  embodied  in  a  living,  

breathing  person  that  it  can  be  actualized.  The  

separation  between  strategy  and  the  strategist  has  

created  a  gap  between  planning  and  execution.  

Strategy  is  not  declared,  it  is  lived  into.