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The Process of Belief

                            John V Willshire
                                    @willsh



Friday, 23 September 2011
I was asked to talk about...




Friday, 23 September 2011
“What can planning learn
                        from design thinking?

                                            ”
Friday, 23 September 2011
But hey, let’s start with...




Friday, 23 September 2011
Seminal US
                             punk rock
                               bands


Friday, 23 September 2011
Friday, 23 September 2011
“                The process of
                            belief is an elixir
                            when you're weak                       ”
                                   "Materialist" by Bad Religion




Friday, 23 September 2011
Process is a port in a
               storm of uncertainty




 http://oxleyart.com
Friday, 23 September 2011
[ any port in a storm ]



Friday, 23 September 2011
A story about process...



Friday, 23 September 2011
A story from Dan Ariely...
            http://www.youtube.com/watch?v=ZJ3ZM_EAuN4




Friday, 23 September 2011
“                         We can often force the
                               world into some
                            framework without it
                              being very useful
                                                   ”
                                          Dan Ariely



Friday, 23 September 2011
process
    Why am I talking about

                        when the question was...



Friday, 23 September 2011
“What can planning learn
                        from design thinking?

                                            ”
Friday, 23 September 2011
I knew practically
                              nothing about
                             Design Thinking




Friday, 23 September 2011
So I asked
                            an expert

Friday, 23 September 2011
Friday, 23 September 2011
And came up with
                               this guy...




Friday, 23 September 2011
Bruce
                            Nussbaum




Friday, 23 September 2011
Bruce
                            Nussbaum

                             Former assistant managing
                             editor for Business Week

                             Professor of Innovation
                             and Design at Parsons The
                             New School of Design




Friday, 23 September 2011
Pretty qualified.




Friday, 23 September 2011
I wonder what he’s
                               got to say on
                            Design Thinking..?



Friday, 23 September 2011
Friday, 23 September 2011
Oh.




Friday, 23 September 2011
Why?




Friday, 23 September 2011
“Design
                            consultancies that
                            promoted Design
                            Thinking were, in
                            effect, hoping that a
                            process trick would
                            produce significant
                            cultural and
                            organizational
                            change.”


Friday, 23 September 2011
“Companies were
                            comfortable and
                            welcoming to
                            Design Thinking
                            because it was
                            packaged as a
                            process.”



Friday, 23 September 2011
process


Friday, 23 September 2011
“What can planning learn
                        from design thinking?

                                            ”
Friday, 23 September 2011
We
                            don’t
                            need
                            another
                            process

Friday, 23 September 2011
Why?

            At least two reasons...


Friday, 23 September 2011
1. Process tends to
                       average things out



Friday, 23 September 2011
Some music
                             science...



Friday, 23 September 2011
Compression



Friday, 23 September 2011
normal




 compressed

Friday, 23 September 2011
Compression
                            makes quiet
                             things loud


Friday, 23 September 2011
But it also dulls
                            the crescendos



Friday, 23 September 2011
Process is like
                            compression



Friday, 23 September 2011
Process makes
                            bad work good



Friday, 23 September 2011
But...



Friday, 23 September 2011
Process makes
                            great work good



Friday, 23 September 2011
An example...



Friday, 23 September 2011
Effectiveness
                            Success
                            Rate
                             ESR = % campaigns
                             which reported ‘very
                              large’ improvements
                                       in one of six
                                           measures


Friday, 23 September 2011
ESR
      pre-testing

      no pre-testing

     All campaigns
     Source: IPA databank
Friday, 23 September 2011
ESR
      pre-testing           49%

      no pre-testing        59%

     All campaigns
     Source: IPA databank
Friday, 23 September 2011
Process suggests
                              “do testing”



Friday, 23 September 2011
But ads that
                             aren’t tested in
                            IPA Databank are
                             more likely to be
                                successful

Friday, 23 September 2011
2. Process tends to
                     bind us, not free us



Friday, 23 September 2011
We’re becoming
                              trapped in the
                            inevitability loop
                                of process


Friday, 23 September 2011
“We’ll use the OMFG
                            process to solve this”




                     agency              problem     client




Friday, 23 September 2011
“Brilliant. I’ll pay you to
                              use OMFG to solve this”




                     agency    problem            client




Friday, 23 September 2011
[ hmmm, the OMFG process
                   doesn’t help after all ]




                     agency    problem        client




Friday, 23 September 2011
“How’s that awesome OMFG
                                process coming along?”




                     agency     problem       client




Friday, 23 September 2011
[ errr ]




                     agency          problem   client




Friday, 23 September 2011
“brilliantly”




                     agency          problem   client




Friday, 23 September 2011
“can I see it?”




                     agency   problem          client




Friday, 23 September 2011
[ fuck ]




                     agency         problem   client




Friday, 23 September 2011
Advertising has a
                            process problem



Friday, 23 September 2011
A process is
                      something to sell
                     in lieu of real work


Friday, 23 September 2011
The course is set
           before the destination
                 is known


Friday, 23 September 2011
And inevitably,
                             we look for...



Friday, 23 September 2011
[ any port in a storm ]



Friday, 23 September 2011
“               If you’ve got enough
                   naivety and you’ve got
                 conviction then the answer
                      is perfect for you
                                                      ”
                            "The Answer" by Bad Religion




Friday, 23 September 2011
Added to this,
               everyone has a ‘port’



Friday, 23 September 2011
pr




                                         client
                      media    problem




                              ad


Friday, 23 September 2011
pr
   Use OMFG!


                                         client
                      media    problem




                              ad


Friday, 23 September 2011
We need ROFL!
                                   pr
   Use OMFG!


                                             client
                      media    problem




                              ad


Friday, 23 September 2011
We need ROFL!
                                   pr
   Use OMFG!


                                             client
                      media    problem




      OFFS will
       give the               ad
       answer
Friday, 23 September 2011
We need ROFL!
                                   pr
   Use OMFG!


                                             client
                      media    problem


                                               We always
      OFFS will                              follow LMAO
       give the               ad
       answer
Friday, 23 September 2011
Too many captains
                       will sink the ship
                              Danish Proverb




Friday, 23 September 2011
But process does
                            well for a reason



Friday, 23 September 2011
Clients like
                            buying a thing



Friday, 23 September 2011
Agencies like
                            selling a thing



Friday, 23 September 2011
Things that are
                            made in factories



Friday, 23 September 2011
Process is fine with limited
          potential outputs
Friday, 23 September 2011
Our factory is broken



Friday, 23 September 2011
Why did it work in
                        the first place?



Friday, 23 September 2011
Let’s go back to
                             the source...



Friday, 23 September 2011
Friday, 23 September 2011
The division
                              of labour
                              works for
                            three reasons


Friday, 23 September 2011
Dexterity




Friday, 23 September 2011
Dexterity

      Do simple, repeat tasks
       that you get better at


Friday, 23 September 2011
Time
Friday, 23 September 2011
Time

               You save time in passing
                simple tasks, in bulk,
                 between specialists


Friday, 23 September 2011
Technology
Friday, 23 September 2011
Technology

               Technology is used to
             improve the process as it
              stands (not reinvent it
                   completely)

Friday, 23 September 2011
The division of
                             labour isn’t
                            working for us


Friday, 23 September 2011
Smith
                            didn’t say
                             it would



Friday, 23 September 2011
“The nature of agriculture
            does not admit of so many
          subdivisions of labour, nor of
           so complete a separation of
           one business from another.”



Friday, 23 September 2011
pr
                                  no complete
           media client
                                   separation
                            ad




Friday, 23 September 2011
“The ploughman, the
                  harrower, the sower of the
                  seed and the reaper of the
                  corn are often the same...
         ...it is impossible that one
         man should be constantly
       employed in any one of them.”

Friday, 23 September 2011
pr

           media client
                                   work is
                                  seasonal
                            ad




Friday, 23 September 2011
pr

           media client
                                   work is
                                  seasonal
                            ad




Friday, 23 September 2011
“Country workmen are
              almost everywhere obliged to
                 pay themselves to all the
                   different branches of
               industry that have so much
               affinity to one another as to
              be employed about the same
                    sort of materials”

Friday, 23 September 2011
we are all
                             pr
                                  employed
             media client
                                  ‘about the
                            ad
                                    same
                                  materials’

Friday, 23 September 2011
The sell is industrial

                 The work is agricultural



Friday, 23 September 2011
We
                            don’t
                            need
                            another
                            process

Friday, 23 September 2011
“ What we do need is
                            a change of ideas
                                                             ”
                                  "Change of Ideas" by Bad Religion




Friday, 23 September 2011
The
                            Smith


Friday, 23 September 2011
Technology provider




Friday, 23 September 2011
Transport hub




Friday, 23 September 2011
Village generalist




Friday, 23 September 2011
Fire keeper




Friday, 23 September 2011
Solve any problem
                            using the raw materials
                                          of the age




Friday, 23 September 2011
What’s interesting is
                 the way he worked



Friday, 23 September 2011
Customer focussed



Friday, 23 September 2011

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