The Future of Marketing: Make Things People Want or Make People Want Things?
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Transcript of The Future of Marketing: Make Things People Want or Make People Want Things?
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john v willshire, smithery twitter - @willshIdeja X, Croatia, 2012
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hellobokoh hai
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my name is john
i can be hard to understand
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I can’t speak german
i do run a one-man-studio
it is called smithery
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i help businesses solve problems
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it’s somethingto do with these things
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but it isthan thatmessier
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i started
cardsplayingit on blankwriting
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ideas you
insidecan step
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creation of demand
exploitation of demand
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creation of demand
exploitation of demand
not achoice,
a balance
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creation of demand
exploitation of demand
yet weseem to do
more of This >>
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it made me think of these
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easter island - 1722• population of 2000 • 64 square miles• 1,400 miles from the
nearest inhabitable place• 2,000 miles from the
nearest continent
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no trees
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200 giant statues30ft high80 tons
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how?
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the original settlers arrived in massive canoes
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the island they found was covered in trees
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survive thrive
finite resources
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3. you can’t survive1. too much
of this...
2. this all disappears...
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there are over 700 unfinished statues on easter island
they kept making them right until the trees ran out...
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is our predicament really that bad?
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finite resources
creation of demand
exploitation of demand
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people would
70%of brandsdisappeared
not care if
havas Mediameaningful brand study
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we need to
Make
Things
peoplewant
Thingspeoplewant
Make
redressthe balance
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four ways tomake things people want
1234
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make
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The makerused to be themarketer
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making is thinking
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antonio Stradivari’s workshop created the finest stringed instruments of all time
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he left it to his sons, who had worked beside him all their lives.
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the workshop closed within twenty years.
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“he could not teach either of them how to be a genius.”
Sennett on Stradivari
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died withthe maker
The marketing
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even the most brilliant minds cannot cheat death
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Though they try...
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branding was the next best thing
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long section on 100 years of
brand evolution[ ]
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yet we’re still incredibly focussed on ‘the maker’
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“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
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“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
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“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
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And the makers don’t seem too bothered about ‘brand’
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“I don't believe in brands. People buy our product, not our company. You're only as good as your last product.”
James Dyson
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the maker?who replacesyet when they do depart...
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Sometimes
weirdthere are
replacements
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product designer at hp?
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packaging designer atdiet coke?
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creative director of polaroid?
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creative director of intel?
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but usually
safethere are
replacements
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accountantsdrift to the top
stephen king, jwt, 1985
”“
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ftse 100ceos with
0
0.15
0.3
0.45
0.6
1996 2008 2012
51%36%
24%
source - Robert Half / Hendricks & Struggles
financebackgrounds
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Safe pairof hands
Make
Things
peoplewant
Thingspeoplewant
Make
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financelike the wrong sort of
marketing
those nice people in
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Has MarketingFailed, or was it never really tried?1985 paper by Stephen king, JWT
( you should really read )
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four marketingroutes to failure
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thrustmarketing1
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marketingdepartment2 marketing
mark
etin
g silo
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accountant’s3 marketing
january december
payback
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formula4 marketing
success = x Yz+
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four essentialaspects of
realmarketing
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start withthe customer1
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workingover time2
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using allresources3 CEO
marketing
manufacturing
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innovating4
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all deeply linked to theproduct
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be a real marketer1234
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things
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what do marketers know about making things...?
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you are the ruiners of all
thingsgood
bill hicks on marketers
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with this ad, sadden us, you will
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there is nothing interesting about our world
let’s borrow someone else’s
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you are the ruiners of all
thingsgood
bill hicks on marketers
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marketing has driftedtoo far fromproductreality
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the atoms of a product, or the seconds spent
with a service
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the feelings we get from buying, using or experiencing the thing
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the two cannot be separated
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pre-industrial industrial network
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pre-industrial brands sufferedthe stradivari problem
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mass-production branding helped solve that problem
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strip out and replicate the
essence of the maker
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the art of branding was compression
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companies still seek their fortune in the ideas of a long dead mind...
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compression don’t work for this world
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every time we blink a brand changes
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which can be disconcertingif you are used to consistency
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“I struggle to identify a consistent set of measures across our digital campaigns”
John WoodsCoke, GB & Ireland
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it will get a lot, lot stranger
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we will need automation & Robots to understand it all
this will scare and confuse us
The NEw yorker, 1946
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“We use the word 'machines' in place of 'software designed by people predicated on a set of cultural assumptions'...”
kim plowright
don’t lose sleep over it...
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but don’t pretend it isn’t happening
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“Nostalgia isn’t a business Model”
http://memex.naughtons.org/archives/2012/04/05/15944
john naughton
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“We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.”
Bud Caddellgraphic from http://whtebkgrnd.tumblr.com/
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don’t fight fragmentation
accelerate it
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fragmentation doesn’t destroy brand value
....or lack of it
it demonstrates value
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there’s a different way tothink about value...
the labour theory of value
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developed by adam smith...
...and later by karl marx
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modern economics:
the value of a thing is determined by what one
is willing to give up to obtain the thing
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The labour theory of value the value of something is determined by the labour that went into its production
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£0.99 £3.33per padper pad
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“marketing is world building. With unlimited bandwidth we can now show you the world.”
@TobyBarnes, AKQA
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it’s easier to buy this world...
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...than this world
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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
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world building world borrowing
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“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
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Labour theory of brand value:
show the constant additions to the essence and the substance
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be a real marketer1234
let the deeds show
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people
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staring at people is rude
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staring down at people is a force of habit...
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“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
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stop staring at people
start looking between them
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differentpeoplewantthingsdifferent
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how do you look between people?
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anthropologish*
*not hardcore anthropology, before anyone gets angry
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four disciplines
archeology
language social
culture
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archeologyfuck yeah !
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archeologyoh..... that
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digging around in thethings folkleave behind
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unseen UK, 2006
photos by the people at royal mail
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look for the things that show you what people are capable of...
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language
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google gets it wrong:
Provjerite štoljudi žele
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a friend helps it get better?
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we want a... strapline three values proposition
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we need a... dictionary lexicon phrase book
200milliontweetsper day
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it matters what they say about you
not what you say about you
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culture
don’t look for things that unite
look for things that divide...
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“We seek out these obsessives, maniacs and eccentrics because they can help us get to big, breakthrough ideas”
Brian Miller,Sense Worldwide
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social...
...hang on, we know about this one...
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facebook offers a partial glance of the intangible half of yoursocialfootprint
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galvanism:
when we thought electricity would cure all disease
from “The Craftsman” by Richard sennett
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facebook does not offer intimations of the sublime
http://jeffberryman.com/2011/05/19/counting-on-the-sublime/
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always look throughtwo lenses
Material& virtual
_____.jpg by Alan Belcher
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what’s fascinating is where the two now begin to meet
People like the clothes online, appears on hangers in store
C&A, Brasil
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archeology
language social
culture
look between people
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be a real marketer1234
let your deeds showlook between people
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want
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three
peter doyle,Value-Based Marketing
differentwants
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incipient wants
things which people want, but have no idea about until they see it.
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the things that sell themselves
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latent wants
things there are no present solutions for, but are easy for people to describe
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existing wants
things we already know we want, for which there are plenty of willing suppliers...
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existing wants
...this is where the interesting shit is
let’s think about coffee, for example
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“like yacht racing, modern markets are an environment defined solely by the position of the competitors, rather than by any absolute geography”
John Cronk
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Coffee was the Vendée globe
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you needed a super-yacht to be in the race, never mind score points
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The internet is a very lenient race judge
it lets any small boat join in...
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i am a bit geeky about coffee...
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i can find a great place to buy coffee whenever I’m out and about
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I can blend my own coffee to suit my own taste profile.
And name it
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I can watch 509 videos about how to use an aeropress
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I can read 19,200,000 internet links on coffee farm soil reports*
*i haven’t
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i could even start roasting coffee at home
ikawa coffee system
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friends, I am a
noviceamongst my
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so what’s happening?
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Talent hits a target no one else can hit
genius hits a target no one else can see
arthur Schopenhauer
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the big boats find it hardto see all the little boats
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all of their research tools are geared to look at the direct competitors
marketers copy each other just like everyone else
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It should still be possible to do something though...?
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is yourbestthisresponse?
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barista style....?
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barista
freehugs
style is
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freehugs
no
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marketsharebut we have
?
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it never starts with people who want market share...
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there are always people who are more geeky about your market than you...
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make something they can believe in
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you have to want tomake a difference
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To Do a common thing
brings successuncommonly well
henry john heinz
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is now a lot harder to achieve than it used to beuncommonly well
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want to makes things well
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want to tell your story
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want to create demand
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people will only want the things you make as much as you want to make them.
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be a real marketer1234
let your deeds showlook between peoplewant to make things
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that sounds... hard
where do i start?
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think of it this way
you are an operating system
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they’re not consumers
they’re users
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by David Lee, howstrange.com
they will make great things that you are afraid to make
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they will take your things and make other things
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but they always have
Jingle Bells, Batman smells,Robin flew away. Kojak lost his lollipopAnd bought a Milky Way
trad. children’s song, 1960’s onwards
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open up your operating system
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celebrate the passionate outsiders who use your platform
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partner with people who are better at running your platform
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use your platform to share value
watching yourshitty hologramhas no value
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use your platform for good things
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listen to the customers who’ve been begging for an open platform
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remember which side you are on
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fight
users
forthe
we