Download - Flow Engines & Fracking The Social Web

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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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PEOPLE X SPACE READING: !

HTTP://RIVETIN.GS/65

http://rivetin.gs/65

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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?

SMITHERY.CO@WILLSH

FRACKING THE SOCIAL WEB

MARKETING VS INTERNET CULTURE

SMITHERY.CO@WILLSH

SMITHERY.CO@WILLSH

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.

SMITHERY.CO@WILLSH

SMITHERY.CO@WILLSH

PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING?

SMITHERY.CO@WILLSH

LET’S THINK A LITTLE ABOUT “CONVERSATIONS”

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SMITHERY.CO@WILLSH

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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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:


“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”


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...

SMITHERY.CO@WILLSH

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?

SMITHERY.CO

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FLOW ENGINE - STEP 1

WRITE DOWN, ON ONE CARD, THE HARDEST THING ABOUT BRIDGING THIS DIVIDE

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CAPTURE QUICK NOTES AND IDEAS ON CARDS AS WE GO THROUGH THIS NEXT BIT…

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SMITHERY.CO@WILLSH

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. !

!

!

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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IN TEAMS, MAKE A MAP OF THE TERRITORY…

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MAKE ONE CARD OF SOMETHING YOU SHOULD DO WHEN YOU GET BACK TO THE OFFICE. !

SMITHERY.CO@WILLSH

SMITHERY.CO@WILLSH

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

http://smithery.co