Post on 20-Nov-2014
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FLOW ENGINES & FRACKING JOHN V WILLSHIRE !
@WILLSH !
SMITHERY / ARTEFACT CARDS
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OHAII’M JOHN I RUN SMITHERY, AND MAKE ARTEFACT CARDS…
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SMITHERY.CO
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“WORK OF”
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“WORK OF”
“GOODS MADE”
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TODAY
PART 1 - A WAY OF WORKING !
PART 2 - WHY WE NEED TO WORK DIFFERENTLY !
PART 3 - YOUR IDEAS ON HOW WE DO IT
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I SPEND LESS TIME NOW WORRYING IF ARTEFACT CARDS WORK BUT MORE TIME WONDERING WHY THEY WORK…
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WHAT IF: !
BY CHANGING THE SPACE WE WORK IN… !
….WE CHANGE THE RATE WE WORK AT?
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“FLOW ENGINES”
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FLOW ENGINE !
A WAY TO TURN CREATIVE ENERGY INTO PRODUCTIVE FORWARD MOTION
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FLOW !
IN WHICH A PERSON PERFORMING AN ACTIVITY IS FULLY IMMERSED IN A FEELING OF ENERGISED FOCUS, FULL INVOLVEMENT, AND ENJOYMENT IN THE PROCESS
WIKIPEDIA
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“YOU KNOW THAT WHAT YOU NEED TO DO IS POSSIBLE TO DO, EVEN THOUGH DIFFICULT, AND SENSE OF TIME DISAPPEARS. YOU FORGET YOURSELF. YOU FEEL PART OF SOMETHING LARGER.”
!
- MIHALY CSIKSZENTMIHALYI
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A VERY INTERESTING BOOK (WITH AN ADMITTEDLY CREEPY TITLE)
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7TRIGGERS FOR CREATING A SENSE OF FLOW1
IT SUGGESTS THERE ARE
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3ENVIRONMENTAL TRIGGERS
I’M MOST INTERESTED IN THE
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1. CONSEQUENCES
2. ENVIRONMENT
3. EMBODIMENT SOURCE: STEVEN KOTLER “THE RISE OF SUPERMAN”
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FIRST TRIGGER: CONSEQUENCES
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STATE AT THE BEGINNING OF ANY TASK - WHAT HAVE I GOT TO DO, AND WHAT HAPPENS IF I DON’T? !
IT FOCUSSES THE MIND…
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YOU’RE AIMING FOR THIS CHANNEL
SOURCE: GAMASUTRA
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SECOND TRIGGER: ENVIRONMENT
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A DIVERSE, RICH ENVIRONMENT OF STIMULATING MATERIAL TO WORK WITH
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NOVELTYTHINGS YOU
HAVEN’T SEEN BEFORE
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COMPLEXITYLETTING YOUR MIND SIFT THROUGH THE IMPLICATIONS OF A MULTIFACETED WORLD
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UNPREDICTABILITY
KEEP PEOPLE GUESSING… ANYTHING COULD HAPPEN NEXT
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USING PERIPHERAL VISION
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THIRD TRIGGER: EMBODIMENT
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HOW DO YOU MAKE
TEN FINGERS, TWO EYES AND A BRAIN PAY ATTENTION?
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QUICKLY MAKING A PHYSICAL OBJECT OF YOUR IDEA, LIKE AN ARTEFACT CARD, BRINGS IT INTO THE WORLD IN A TANGIBLE, TESTABLE WAY.
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CONSEQUENCES EMBODIMENT
ENVIRONMENT
JUST THREE SIMPLE TRIGGERS?
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CONSEQUENCES
ENVIRONMENT
EMBODIMENT
THE KEY IS REINFORCEMENT
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CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 1
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CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 2
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CONSEQUENCES
ENVIRONMENT
EMBODIMENT
STEP 3
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CONSEQUENCES
ENVIRONMENT
EMBODIMENT
THIS IS A FLOW ENGINE
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HACK THE WAY YOU WORK, INSTEAD OF THE TIME YOU HAVE…
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BUT WHY?
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FRACKING THE SOCIAL WEB
MARKETING VS INTERNET CULTURE
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LET’S TALK ABOUT FRACKING...
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“FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES”
PHIL ADAMS, BLONDE DIGITAL (AND CHEMICAL ENGINEER GRAD)
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!
ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS
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ARE BRANDS FRACKING THE SOCIAL WEB?
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“I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL”
ME, FIVE YEARS AGO, BEING A DICK
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THAT SOUNDS REALLY ANNOYING
SMITHERY.CO@WILLSHYEP, REALLY ANNOYING.
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PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?
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LET’S THINK A LITTLE ABOUT “CONVERSATIONS”
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THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE
THE CRAFTSMAN 2008
TOGETHER 2012
WITH “CITIES” TO FOLLOW...
WORKING WELL COOPERATION
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“AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER”
COOPERATION
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IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION
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“WHEN WE SPEAK ABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...”
RICHARD SENNETT, TOGETHER
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CONVERSATION IS ABOUT LISTENING
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BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL
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LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC
“
”
RICHARD SENNETT, TOGETHER
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WHAT THE F***?
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DIALECTIC
FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL !
THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS
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DIALECTIC:
RICHARD SENNETT, TOGETHER
“THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING”
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DIALECTIC WANTS CONSENSUSA b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
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...NO MATTER HOW GOOD THAT CONSENSUS IS
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DIALOGICFROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN !
“A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...”
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“[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
DIALOGIC:
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IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST
A
bC
D
E
FG H
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THEY CONSTANTLY INTERACT AND INFORM EACH OTHER
A
bC
D
E
FG H
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EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES
A
bC
D
E
FG H
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CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT
A
bC
D
E
FG H
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THIS MIGHT NOT JUST APPLY TO“CONVERSATION”
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THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB...
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WHAT IF THERE ARE DIALECTIC AND
DIALOGIC STRUCTURES & CULTURES TOO?
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ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC?
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ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE
DIALOGIC IN NATURE?
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IT WOULD HELP EXPLAIN THE
CULTURE CLASH
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ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? !
PERHAPS...
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OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE?
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FLOW ENGINE - STEP 1
WRITE DOWN, ON ONE CARD, THE HARDEST THING ABOUT BRIDGING THIS DIVIDE
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FLOW ENGINE - STEP 2
CAPTURE QUICK NOTES AND IDEAS ON CARDS AS WE GO THROUGH THIS NEXT BIT…
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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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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE
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FIELD NOTES
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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
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LABOUR THEORY OF BRAND VALUE !
YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND
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WE’D RATHER BUY THIS WORLD...
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...THAN THIS WORLD
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BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY
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THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY
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MAKE PRODUCT VERY EFFICIENTLY
MAKE MARKETING AS INTERESTING AS POSSIBLE
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“CREATING ASTOUNDING PRODUCTS IS [TECH COMPANIES’] MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY”
JIM CARROLL, BBH !ON HOW TECH COMPANIES BUILD BRANDS
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MARX WAS HALF RIGHT...
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IT’S NOT ABOUT THE MEANS OF PRODUCTION
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IT’S ABOUT THE MEANING IN PRODUCTION
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OVER HERE, IT’S WAY EASIER TO CREATE
MEANING IN PRODUCTION
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BUT IT DEMANDS DRAMATIC CHANGES IN
HOW WE WORK
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HINT: BRAND IS NOT A PYRAMID
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A BRAND TODAY IS LIKE A BITTORRENT FILE !
COMPLEX, DISTRIBUTED, MOVING... !
SMITHERY.CO@WILLSH…UNCONTROLLABLE
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IMPOSSIBLE TO TRULY, WHOLLY PERCEIVE
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WE DON’T NEED TO COMPRESS A BRAND ONTO PAPER... !
...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK
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COMPETITION SIMPLICITY COMPRESSION CERTAINTY
COOPERATION COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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COOPERATION
COMPLEXITY
FRAGMENTATION EXPERIMENTATION
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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE
FRAGMENTATION
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I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’...
THOMAS HEATHERWICK !
“”
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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...
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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE A THING...
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it back through
IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN
COOPERATION
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YEP.
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AND INSIDE THE FACTORY, NOT JUST OUTSIDE...
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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...
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OWNING LOTS OF BRANDS MAKES IT HARD
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“THE MUSIC IS DEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” !
ADAM CURTIS
ZOMBIE BRANDS
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...BECAUSE PEOPLE ARE ALIVE
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IT’S HARD WORK. !
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SO DEAL WITH IT.
COMPLEXITY
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IF IT’S COMPLICATED: LOTS OF EXPERTISE !
IF IT’S COMPLEX: LOTS OF EFFORT
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GDS“IT’S NOT COMPLICATED, IT’S JUST HARD”
RUSSELL DAVIES, GDS, !QUOTING MICHAEL SLABY
PIC: @LEXIE_BROWN
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MAKE ALL THE CHANNELS PEOPLE ACTUALLY WANT. !
NOT COMPLICATED, BUT COMPLEX. !
JUST HARD.
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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...
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“YAY, IT WORKS!”
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OF COURSE IT WORKS. !
IT’S A BRILLIANT, COMPLEX IDEA THAT THEY WORKED HARD AT. !
AND IT’S NOW BEEN RUN FIVE TIMES.
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EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM
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FLOW ENGINE - STEP 2
IN TEAMS, MAKE A MAP OF THE TERRITORY…
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FLOW ENGINE - STEP 3
MAKE ONE CARD OF SOMETHING YOU SHOULD DO WHEN YOU GET BACK TO THE OFFICE. !
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GIVE UP PERFECTIONISM
TO EMBRACE
FRAGMENTATION
SWAP IT FOR
CONTENT
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GIVE UP CONTROL
TO EMBRACE
COOPERATION
SWAP IT FOR
COMMUNITY
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GIVE UP CONSOLIDATION
TO EMBRACE
COMPLEXITY
SWAP IT FOR
SPEED
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GIVE UP KNOWING
TO EMBRACE
EXPERIMENTATION
SWAP IT FOR
LEARNING
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“LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY”
RUPERT WEGERIF
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QUESTIONS, PLEASEJOHN V WILLSHIRE
HTTP://SMITHERY.CO @WILLSH
ARTEFACTSHOP.COM