Flow Engines & Fracking The Social Web
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@WILLSH FLOW ENGINES & FRACKING JOHN V WILLSHIRE @WILLSH SMITHERY / ARTEFACT CARDS
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The slides from a 90 minute innovation session I gave in London for The Network One in London on 29.09.14. The participants were the heads and owners of various nimble, independent agencies, and the idea of the session was to work through new ways of working with their people and clients (the Flow Engines bit), and also to explore why we need to do that (the Fracking The Social Web bit)
Transcript of Flow Engines & Fracking The Social Web
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FLOW ENGINES & FRACKING JOHN V WILLSHIRE !
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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
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”
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
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bC
D
E
FG H
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EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES
A
bC
D
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CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT
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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
