The complete set of slides I used for the Hyper Island Masterclass session I was part of, in London on 16th & 17th October 2013

1. 16.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W
WHY
MAKING THINGS PEOPLE WANT
BEATS
MAKING PEOPLE WANT THINGS
JOHN V WILLSHIRE, SMITHERY
@WILLSH
SMITHERY.CO

2. 16.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W
DAY ONE - INTRO
JOHN V WILLSHIRE, SMITHERY
@WILLSH
SMITHERY.CO

3. WHAT IS IT YOU
ACTUALLY DO...?
@WILLSH
SMITHERY.CO

4. NOW I TELL PEOPLE...
1. THE LAST THING I DID
2. THE NEXT THING I’M DOING
@WILLSH
SMITHERY.CO

5. @WILLSH
SMITHERY.CO

6. @WILLSH
SMITHERY.CO

7. WHY AM I HERE?
@WILLSH
SMITHERY.CO

8. AND ISN’T IT QUITE FAR
AWAY FROM MEDIA?
@WILLSH
SMITHERY.CO

9. WHAT IS MEDIA
NOWADAYS?
@WILLSH
SMITHERY.CO

10. “ MEDIA IS A VEHICLE
FOR KNOWLEDGE ”
CESAR HIDALGO, MIT MEDIA LAB
@WILLSH
SMITHERY.CO

11. “ MEDIA IS THE
CONNECTIVE TISSUE
OF SOCIETY ”
CLAY SHIRKY, NYU
@WILLSH
SMITHERY.CO

12. “ MEDIA IS HYBRID
JUST LIKE BUILDINGS, DEVICES,
SPACES, EVENTS ETC
NOTHING IS ALL-DIGITAL ANY
MORE THAN IT’S ALL-PHYSICAL
”
DAN HILL, FABRICA
@WILLSH
SMITHERY.CO

13. MEDIA NOW STARTS AT
PRODUCT CREATION
@WILLSH
SMITHERY.CO

14. @WILLSH
SMITHERY.CO

15. A QUICK ASIDE, BASED
ON WHAT ALAN
TALKED ABOUT ON
‘CRAFTSMANSHIP’
@WILLSH
SMITHERY.CO

16. @WILLSH
SMITHERY.CO

17. THE WORKMANSHIP OF RISK
“THE QUALITY OF THE
RESULT IS NOT
PREDETERMINED, BUT
DEPENDS ON THE
JUDGMENT, DEXTERITY AND
CARE WHICH THE MAKER
EXERCISES AS HE WORKS”
DAVID PYE,
@WILLSH
THE NATURE & ART OF WORKMANSHIP
SMITHERY.CO

18. @WILLSH
SMITHERY.CO

19. @WILLSH
SMITHERY.CO

20. “WORK OF”
@WILLSH
SMITHERY.CO

21. “GOODS MADE”
@WILLSH
SMITHERY.CO

29. @WILLSH
SMITHERY.CO

32. LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO

33. WE’RE
POPULAR THING
FOR
BROKEN THING
@WILLSH
SMITHERY.CO

34. 17.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W
DAY TWO, PART ONE
JOHN V WILLSHIRE, SMITHERY
@WILLSH
SMITHERY.CO

35. @WILLSH
SMITHERY.CO

36. MARKETING HAS BECOME
ADVERTISING MANAGEMENT
@WILLSH
SMITHERY.CO

37. IT’S HARDLY A NEW PROBLEM
@WILLSH
SMITHERY.CO

38. “ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION…
@WILLSH
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO

39. “ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTERESTS OF THE BUSINESS
@WILLSH
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO

40. “ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTERESTS OF THE BUSINESS AS TO BE SKILLED IN
CONCEIVING AND THEN MAKING THE BUSINESS DO
WHAT SUITS THE INTERESTS OF
THE CUSTOMER “
@WILLSH
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO

41. “ THE PRINCIPAL TASK OF THE MARKETING
FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN
MAKING THE CUSTOMER DO WHAT SUITS THE
INTERESTS OF THE BUSINESS AS TO BE SKILLED IN
CONCEIVING AND THEN MAKING THE BUSINESS DO
WHAT SUITS THE INTERESTS OF
THE CUSTOMER “
JOHN MCKITTERICK, GE, 1957
@WILLSH
SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK
SMITHERY.CO

42. “HAS MARKETING
FAILED,
OR WAS IT NEVER
REALLY TRIED?”
1985 PAPER BY STEPHEN KING, JWT
@WILLSH
SMITHERY.CO

43. FOUR
MARKETING
ROUTES TO
FAILURE...
@WILLSH
SMITHERY.CO

44. 1
THRUST
MARKETING
@WILLSH
SMITHERY.CO

45. marketing silo
2
MARKETING
DEPARTMENT
MARKETING
@WILLSH
SMITHERY.CO

46. 3
ACCOUNTANT’S
MARKETING
PAYBACK
JANUARY
DECEMBER
@WILLSH
SMITHERY.CO

47. 4
FORMULA
MARKETING
x + Y
success =
z
@WILLSH
SMITHERY.CO

48. FOUR ESSENTIAL
ASPECTS OF REAL
MARKETING
@WILLSH
SMITHERY.CO

49. 1
START WITH
THE CUSTOMER
@WILLSH
SMITHERY.CO

50. 2
WORKING
OVER TIME
@WILLSH
SMITHERY.CO

51. CEO
3
USING ALL
RESOURCES
manufacturing
marketing
@WILLSH
SMITHERY.CO

52. 4 INNOVATION
CREATIVITY THAT
DELIVERS VALUE
@WILLSH
SMITHERY.CO

53. ALL DEEPLY
LINKED TO
PRODUCT
@WILLSH
SMITHERY.CO

54. YET CURRENTLY,
MARKETING IS FAILING
@WILLSH
SMITHERY.CO

55. PEOPLE WOULD
NOT CARE IF 70%
OF BRANDS
DISAPPEARED
HAVAS MEDIA MEANINGFUL BRAND STUDY,
2012
@WILLSH
SMITHERY.CO

56. PEOPLE WOULD
NOT CARE IF 73%
OF BRANDS
DISAPPEARED
HAVAS MEDIA MEANINGFUL BRAND STUDY,
2013
@WILLSH
SMITHERY.CO

57. BRANDS ARE IN BAD SHAPE.
LITERALLY.
@WILLSH
SMITHERY.CO

58. @WILLSH
HTTP://RIVETIN.GS/PYRAMID
SMITHERY.CO

59. THE MODERN BRAND IS
LIKE A BITTORRENT FILE
@WILLSH
SMITHERY.CO

60. IMPOSSIBLE FOR
ANY ONE MIND TO
CONCEIVE...
@WILLSH
SMITHERY.CO

61. @WILLSH
SMITHERY.CO

62. LET’S TALK ABOUT
FRACKING...
@WILLSH
SMITHERY.CO

63. “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)
@WILLSH
SMITHERY.CO

64. ATTENTION
IS THE
MOST
VALUABLE
RAW
MATERIAL
THERE IS
@WILLSH
SMITHERY.CO

65. one question I’m wrestling with:
ARE BRANDS
FRACKING THE
SOCIAL WEB?
@WILLSH
SMITHERY.CO

66. “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
@WILLSH
SMITHERY.CO

67. THAT SOUNDS
REALLY ANNOYING
@WILLSH
SMITHERY.CO

68. YEP, REALLY ANNOYING.
@WILLSH
SMITHERY.CO

69. “OUR
CHALLENGE
IS THAT
PEOPLE
REALLY
DON’T CARE”
martin Weigel, W+K
@WILLSH
SMITHERY.CO

70. PERHAPS BRANDS AND THE
SOCIAL WEB ARE JUST VERY
DIFFERENT TYPES OF THING?
@WILLSH
SMITHERY.CO

71. LET’S THINK
A LITTLE ABOUT
“CONVERSATIONS”
@WILLSH
SMITHERY.CO

72. @WILLSH
SMITHERY.CO

73. WORKING WELL
COOPERATION
THE CRAFTSMAN
2008
TOGETHER
2012
WITH “CITIES”
TO FOLLOW...
THREE BOOKS ABOUT THE SKILLS PEOPLE
NEED TO SUSTAIN EVERYDAY LIFE
@WILLSH
SMITHERY.CO

74. cooperation
“AN EXCHANGE IN
WHICH THE
PARTICIPANTS
BENEFIT FROM THE
ENCOUNTER”
@WILLSH
SMITHERY.CO

75. IT CONTAINS A
VERY USEFUL
WAY TO THINK
ABOUT
CONVERSATION
@WILLSH
SMITHERY.CO

76. “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
@WILLSH
SMITHERY.CO

77. @WILLSH
SMITHERY.CO

78. CONVERSATION IS
ABOUT LISTENING
@WILLSH
SMITHERY.CO

79. BUT MORE IMPORTANT THAN
JUST LISTENING IS
LISTENING WELL
@WILLSH
SMITHERY.CO

80. “ LISTENING CAREFULLY
PRODUCES CONVERSATIONS
OF TWO SORTS...
THE DIALECTIC
AND THE DIALOGIC ”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO

81. WHAT THE F***?
@WILLSH
SMITHERY.CO

82. DIALECTIC
FROM WORK OF
GERMAN PHILOSOPHER
GWF HEGEL
THE INTERACTION AND
RESOLUTION BETWEEN
MULTIPLE IDEAS
@WILLSH
SMITHERY.CO

83. DIALECTIC:
“THE AIM IS TO COME
EVENTUALLY TO A COMMON
UNDERSTANDING”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO

84. Cb
C
Gf
AD
AD
bA
A
b AD fAD
g
CD
b
C
Fe
D
E
Ge
F
G
H
DIALECTIC WANTS CONSENSUS
@WILLSH
SMITHERY.CO

85. ...NO MATTER
HOW GOOD THAT
CONSENSUS IS
@WILLSH
SMITHERY.CO

86. DIALOGIC
FROM WORK OF RUSSIAN
PHILOSOPHER MIKHAIL BAHKTIN
“A DISCUSSION THAT DOES NOT
RESOLVE ITSELF BY FINDING
COMMON GROUND...”
@WILLSH
SMITHERY.CO

87. DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO

88. E
A C
H
G b
F D
IN DIALOGIC
CONVERSATION,
IDEOLOGIES COEXIST
@WILLSH
SMITHERY.CO

89. E
A C
H
G b
F D
THEY
CONSTANTLY
INTERACT AND
INFORM EACH
OTHER
@WILLSH
SMITHERY.CO

90. E
A C
H
G b
F D
EACH IDEOLOGY
CAN HOLD MORE
SALIENCE IN
CERTAIN
CIRCUMSTANCES
@WILLSH
SMITHERY.CO

91. E
A C
H
G b
F D
CHANGES CAN BE
MADE IF A
STRATEGY DOES
NOT HAVE THE
DESIRED EFFECT
@WILLSH
SMITHERY.CO

92. THIS MIGHT NOT JUST APPLY TO
“CONVERSATION”
@WILLSH
SMITHERY.CO

93. THIS INTERPLAY OF
IDEAS IS VERY
REMINISCENT OF
THE SOCIAL WEB...
@WILLSH
SMITHERY.CO

94. WHAT IF THERE
ARE DIALECTIC AND
DIALOGIC
STRUCTURES &
CULTURES TOO?
@WILLSH
SMITHERY.CO

95. ARE TRADITIONAL
MARKETING
STRUCTURES LIKELY
TO BE MORE
DIALECTIC?
@WILLSH
SMITHERY.CO

96. ARE SOCIAL WEB
PLATFORMS AND
COMPANIES MORE
DIALOGIC IN NATURE?
@WILLSH
SMITHERY.CO

97. IT WOULD HELP
EXPLAIN THE
CULTURE CLASH
@WILLSH
SMITHERY.CO

98. ARE BRANDS
INTENTIONALLY
FRACKING THE
SOCIAL WEB?
PERHAPS...
@WILLSH
SMITHERY.CO

99. OR IS IT THE FAULT OF A
MASSIVE CULTURAL DIVIDE?
@WILLSH
SMITHERY.CO

100. @WILLSH
SMITHERY.CO

101. @WILLSH
SMITHERY.CO

102. @WILLSH
SMITHERY.CO

103. @WILLSH
SMITHERY.CO

104. @WILLSH
SMITHERY.CO

105. @WILLSH
SMITHERY.CO

106. @WILLSH
SMITHERY.CO

107. @WILLSH
SMITHERY.CO

108. @WILLSH
SMITHERY.CO

109. @WILLSH
SMITHERY.CO

110. @WILLSH
SMITHERY.CO

111. @WILLSH
SMITHERY.CO

112. @WILLSH
SMITHERY.CO

113. @WILLSH
SMITHERY.CO

114. @WILLSH
SMITHERY.CO

115. @WILLSH
SMITHERY.CO

116. @WILLSH
SMITHERY.CO

117. @WILLSH
SMITHERY.CO

118. @WILLSH
SMITHERY.CO

119. @WILLSH
SMITHERY.CO

120. @WILLSH
SMITHERY.CO

121. YOUR TONE OF
ACTION IS WHAT
ATTRACTS PEOPLE
@WILLSH
SMITHERY.CO

122. @WILLSH
SMITHERY.CO

123. @WILLSH
SMITHERY.CO

124. MODERN ECONOMICS:
THE VALUE OF A THING IS
DETERMINED BY WHAT ONE IS
WILLING TO GIVE UP TO OBTAIN
THE THING
@WILLSH
SMITHERY.CO

125. THE LABOUR THEORY OF VALUE
THE VALUE OF SOMETHING
IS DETERMINED BY THE
LABOUR THAT WENT
INTO ITS PRODUCTION
@WILLSH
SMITHERY.CO

126. PERHAPS THERE’S A
LABOUR THEORY OF
BRAND VALUE*
*it might need a better name, mind
@WILLSH
SMITHERY.CO

127. FIELD NOTES
@WILLSH
SMITHERY.CO

128. £0.99
PER PAD
£3.33
PER PAD
@WILLSH
SMITHERY.CO

129. “MARKETING IS WORLD
BUILDING. WITH
UNLIMITED BANDWIDTH
WE CAN NOW SHOW YOU
THE WORLD.”
@TOBYBARNES
@WILLSH
SMITHERY.CO

130. @WILLSH
SMITHERY.CO

131. Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind
@WILLSH
http://rivetin.gs/legoinside
SMITHERY.CO

132. WE’D RATHER BUY
THIS WORLD...
@WILLSH
SMITHERY.CO

133. ...THAN
THIS WORLD
@WILLSH
SMITHERY.CO

134. BRANDS OFTEN
FIND THIS HARD
BECAUSE OF THEIR
HOLLOW FACTORY
@WILLSH
SMITHERY.CO

135. THERE ARE TWO
OPPOSITE FORCES
OF INNOVATION AT
WORK IN MOST BIG
BRANDS TODAY
@WILLSH
SMITHERY.CO

136. MAKE PRODUCT
VERY EFFICIENTLY
MAKE MARKETING
AS INTERESTING
AS POSSIBLE
@WILLSH
SMITHERY.CO

137. MARX WAS
HALF RIGHT...
@WILLSH
SMITHERY.CO

138. IT’S NOT
ABOUT THE
MEANS OF
PRODUCTION
@WILLSH
SMITHERY.CO

139. IT’S ABOUT THE
MEANING
IN PRODUCTION
@WILLSH
SMITHERY.CO

140. OVER HERE, IT’S WAY
EASIER TO CREATE
MEANING IN PRODUCTION
@WILLSH
SMITHERY.CO

141. BUT IT DEMANDS
DRAMATIC CHANGES IN
HOW WE WORK
@WILLSH
SMITHERY.CO

142. COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY
COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO

144. LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO

145. 17.10.2013
HYPER ISLAND
OPEN MASTER CLASS
51.5260° N, 0.1035° W
DAY TWO, PART TWO
JOHN V WILLSHIRE, SMITHERY
@WILLSH
SMITHERY.CO

146. COMPETITION
SIMPLICITY
COMPRESSION
CERTAINTY
COOPERATION
COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
@WILLSH
SMITHERY.CO

147. COMPLEXITY
FRAGMENTATION
EXPERIMENTATION
COOPERATION
@WILLSH
SMITHERY.CO

148. FRAGMENTATION
EMBRACE THE
GRANULARITY OF
EVERYTHING YOU’VE
EVER DONE
@WILLSH
SMITHERY.CO

149. IT COULD BE
BLENDING
EVERYTHING
YOU DO NOW
WITH A RICH
TAPESTRY OF
YOUR PAST...
@WILLSH
SMITHERY.CO

150. OR IT COULD
BE SHOWING
EVERYONE
EVERYTHING
YOU DO TO
MAKE THEIR
THING...
@WILLSH
SMITHERY.CO

151. COOPERATION
IT’S ALL ABOUT PEOPLE,
AND WHAT THEY DO
TOGETHER TO MAKE
GREAT THINGS HAPPEN
@WILLSH
SMITHERY.CO

152. YEP.
@WILLSH
SMITHERY.CO

153. @WILLSH
SMITHERY.CO

154. @WILLSH
SMITHERY.CO

155. HAVING LOTS OF
PEOPLE IN A
COMPANY MAKES
IT EASY...
@WILLSH
SMITHERY.CO

156. OWNING LOTS OF BRANDS
MAKES IT HARD
@WILLSH
SMITHERY.CO

157. COMPLEXITY
DON’T CONSOLIDATE.
FRAGMENT BY SECTOR,
PRODUCT,
COUNTRY,
REGION...
@WILLSH
SMITHERY.CO

158. THERE IS NO
“ONE SIZE
FITS ALL”
IN YOUTUBE
@WILLSH
SMITHERY.CO

159. WITH THE RIGHT
MECHANIC,
COMPLEXITY
BECOMES
AMAZINGLY
COMPELLING...
@WILLSH
SMITHERY.CO

160. @WILLSH
SMITHERY.CO

161. EXPERIMENTATION
SHOW PEOPLE THE
FUTURE YOU WANT TO
LIVE IN WITH THEM
@WILLSH
SMITHERY.CO

162. @WILLSH
SMITHERY.CO

163. @WILLSH
SMITHERY.CO

164. @WILLSH
SMITHERY.CO

165. @WILLSH
SMITHERY.CO

166. @WILLSH
SMITHERY.CO

167. YOU HAVE TO GIVE
UP SOMETHING
FOR EACH OF
THESE...
@WILLSH
SMITHERY.CO

168. TO EMBRACE
FRAGMENTATION
GIVE UP
PERFECTIONISM
SWAP IT FOR
CONTENT
@WILLSH
SMITHERY.CO

169. TO EMBRACE
COOPERATION
GIVE UP
CONTROL
SWAP IT FOR
COMMUNITY
@WILLSH
SMITHERY.CO

170. TO EMBRACE
COMPLEXITY
GIVE UP
CONSOLIDATION
SWAP IT FOR
SPEED
@WILLSH
SMITHERY.CO

171. TO EMBRACE
EXPERIMENTATION
GIVE UP
KNOWING
SWAP IT FOR
LEARNING
@WILLSH
SMITHERY.CO

172. LET’S TRY SOMETHING
@WILLSH
SMITHERY.CO

173. TO EMBRACE
COMPLEXITY
GIVE UP
CONSOLIDATION
SWAP IT FOR
SPEED
TO EMBRACE
FRAGMENTATION
TO EMBRACE
GIVE UP
EXPERIMENTATION
PERFECTIONISM
GIVE UP
SWAP IT FOR
KNOWING
CONTENT
SWAP IT FOR
TO EMBRACE
COOPERATION
LEARNING
GIVE UP
CONTROL
SWAP IT FOR
COMMUNITY
@WILLSH
SMITHERY.CO