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Designing For Failure
- 1. DESIGNING FOR FAILURE
A quick riff on systems that break and how we should prepare for them.
@alexanderchung
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©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 2. On June 24 2010, Kevin Rudd
stepped down as prime minister
of Australia.
KEVIN WAS AUSTRALIA’S FIRST CHINESE-SPEAKING PM.
@alexanderchung
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©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 3. Shielding Australia from the global financial crisis.
DESPITE
Kevin was dumped.
BECAUSE OF
Waning popularity amongst the public and his party.
@alexanderchung
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©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 4. It was a swift and pragmatic change.
Like changing blades on a shaver.
Replace and carry on.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 5. When a leader departs - whether
excluded or executed - there is
always a contingency.
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 6. In Kevin’s case, it was the Welsh-
born girlfriend of a hairdresser.
JULIA GILLARD IS AUSTRALIA’S FIRST FEMALE LEADER.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 7. In politics, every hiccup is met with a
protocol for action. In theory, a
government can never become too
inefficient or come to a complete halt.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 8. Can’t make meeting
Send substitute
Poor performance
Call election
Impeach
Extramarital activities
@alexanderchung
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©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 9. Marketers work in the opposite way.
etisoppo
@alexanderchung
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©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 10. We don’t admit failure. And it has
become acceptable to report our
failures as success.
Say, for example, we threw a
bunch of money into a
television campaign.
TELEVISION @alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 11. DID PEOPLE NOTICE US?
Most of that money exits at
WILL PEOPLE REMEMBER US?
our first outcome level.
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 12. Instead of planning for this inefficiency,
we parade around impression numbers
as if they replace sales themselves.
We should be a little more humble.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 13. Imagine we threw a bunch of
money into a television
campaign knowing that many
people will ignore us.
TELEVISION @alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 14. DID PEOPLE NOTICE US?
WILL PEOPLE REMEMBER US?
CONTINGENCY
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
We design specific
programs for people who
will ignore us. This gives
us another opportunity to
send them toward more
valuable outcome levels.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 15. DID PEOPLE NOTICE US?
WILL PEOPLE REMEMBER US?
CONTINGENCY
WILL PEOPLE CONSIDER US?
BUY OUR PRODUCT, PLEASE.
There should be a contingency for every
inefficiency in your marketing system.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 16. A Julia Gillard for every
circumstance.
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.
- 17. DESIGNING FOR FAILURE
Thanks!
@alexanderchung
alexanderchung.posterous.com
©20 09 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY.