Strategien er død - lenge leve Metastrategien - John Willshire

METASTRATEGY
John V Willshire, Smithery, London

Webdagene, Oslo

21st October 2016
@willsh
Movement, Layers and Loops
STRATEGY IS DEAD, LONG LIVE

Who
is this
for?
Gustavo Frazao/Shutterstock

@willsh
Buildings don’t pivot.
Or do they…?

METASTRATEGY
a strategy
of strategies

@willsh
“the philosopher’s
favourite tactic…”
DANIEL DENNETT
‘Going Meta’

@willsh
Daniel Dennett
“Anything you can do,
I can do meta”

@willsh
metaThe monkey wrench
of abstract thinking

@willsh
INPUTS
1) Think of a
word, put ‘meta’
in front of it
2) Google it
OUTPUTS

Who’s doing
the designing?
Whose future
is it anyway?

@willsh
THE MECHANICS
OF MECHANICS
http://jaysimons.deviantart.com/

@willsh
INPUTS
1) Think of a
word, put ‘meta’
in front of it
2) Google it
OUTPUTS
1) You think
diﬀerently
2) You ﬁnd who’s
been here before

@willsh
Metadesign
Metamechanics
Metastrategy?

@willsh
movement…
loops…
layers…

@willsh
ADVARSEL
Denne presentasjonen inneholder
(litt) publikumsdeltakelse.

@willsh
Jean Tinguely
1925-1991

@willsh
http://www.vernissage.tv
If you stare long enough,
you see how it works

@willsh
If you stare long enough,
you see how it works

@willsh
We love repeating patterns

@willsh
What are the internet’s
repeating patterns?

@willsh
Mechanics
“the behavior of physical bodies when
subjected to forces or displacements, and
the subsequent effects of the bodies on
their environment”
Wikipedia

@willsh
Mechanics:
What happens to things
when things happen to them?

@willsh
A uniﬁed theory of the web,
David Weinberger,
2002
“Small pieces,
loosely joined”

@willsh
“Once it’s published,
no one can change it
except the original
publisher”
DAVID WEINBERGER
The Document

@willsh
Work in forms where
order is temporary…

@willsh
Cards are a long, deep
cultural language
Jon Seidman - https://ﬂic.kr/p/b6NEqB

@willsh
Content: what’s on the cards
Design Fiction Kit: Near Future Laboratory

@willsh
Mechanics: that they are cards
Design Fiction Kit: Near Future Laboratory

@willsh
https://www.youtube.com/watch?feature=player_embedded&v=9dIQOrVhM5E - Prof. John Wood, TED, on Synergies
“The Creative Quartet” - Prof. John Wood
1
2
3 45 6

@willsh
“[cards are] an aggregation of many
individual pieces of content”
@padday

@willsh
“an aggregation of many individual pieces of content”“[cards are] an aggregation of many
individual pieces of content”
@padday

@willsh
Making the
metaphor
physical…
artefactshop.com

@willsh
Seymour Papert
1928-2016

@willsh
https://www.youtube.com/watch?v=bOf4EMN6-XA

@willsh
“The turtle is a
transitional object,
between the body,
the self, and an
abstract concept”
Seymour Papert

@willsh
Work in
materials
where
MOVEMENT
is part of their
makeup
Deal
Shuﬄe
Order
Stack
Turn
Spread
Rearrange

@willsh
MANOEUVRABILITY > SPEED

@willsh
OODA Loops
Observe
Orient
Decide
Act

@willsh
OBSERVE DECIDE ACTORIENT
outside world
implicit guidance & control
REPEAT

@willsh
outside world
New information
about changing
environment
Form a
hypothesis
Test it…
REPEAT

@willsh
outside world
Create
perspectives
that match
your new
reality

@willsh
Create New Perspectives
New information
Analysis & synthesis
Previous experience
Cultural traditions
SOURCE: JOHN BOYD

@willsh
How do we orient?
New information
Analysis & synthesis
Previous experience
Cultural traditions
SOURCE: JOHN BOYD
PRESENT}
PATTERNS}

@willsh
The pattern problem
An example becomes a lesson
A lesson becomes a method
A method becomes a practice
A practice becomes a doctrine
A doctrine becomes death

@willsh
Break your patterns…

@willsh
…by giving yourself lots
of alternatives

@willsh
“Anything is easy if
you can assimilate
it to your collection
of models”
Seymour Papert

@willsh
“80 or 90 important models
will carry about 90% of the
freight in making you a
worldly‑wise person.”
Charlie Munger, Berkshire Hathaway

@willsh
BRUCE LEE
“it is just a name used,
a boat to get one across,
and once across it is to be discarded
and not to be carried on one's back”

@willsh
Good LOOPS allow you to
learn without becoming
trapped in the pattern

@willsh
“Buildings don’t pivot.”

@willsh
Stewart Brand
“The quick processes provide
originality and challenge, while the
slow provide continuity and restraint”

@willsh
FAST
FAST
originality
and
challenge

@willsh
continuity
and
restraint
SLOW
SLOW

@willsh
SLOWFAST PEOPLE
FRIENDS
FAMILY
KIDS TEAM
FUNDRAISERS
PARTIES
PARENT HELPERS
COMMUNITY PROGRAMMES
LOCAL TEAMS
HERITAGE
OFFICIAL LEAGUES
GRASSROOTS
MATCH OFFICIALS
GOVERNING BODIES
TOURNAMENT
INTERNATIONAL TEAMS
EUROPEAN COMPETITION
SUPPORTERS CLUBS
TELEVISION COVERAGE

@willsh
SLOWFAST SPACE
GRAFFITI
CHALKING
FLYPOSTING
STREET ART
PARTIES
ADVERTISING
PUBLIC NOTICE BOARDS
SHOP SIGNS
STREET SIGNS
COUNCIL NOTICES
TRAFFIC DIVERSIONS
FOUNTAINS
MOSAICS
PUBLIC AMENITIES
MURALS
SCULPTURES
SUPPLY CHAINS
CLEANING

@willsh
SLOWFAST
PEOPLE
SLOWFAST
SPACE

@willsh
Stewart Brand
“All durable, dynamic systems have
this sort of structure; it’s what
makes them dynamic and robust”

@willsh
Continuity and
Restraint
Originality and
Challenge
dynam
ic
and
robust

@willsh
Continuity and
Restraint
Originality and
Challenge
?

@willsh
What
happens
when the
gears slip
or jump?

@willsh
originality and
challenge of people
vs.
continuity and
restraint of space

Photograph by Brett Gundlock, Boreal Collective

@willsh
originality and
challenge of space
vs.
continuity and
restraint of people

@willsh
What happens when
a $49 billion, 21 year-
old franchise invades
your local bar?

@willsh
I PROMISE YOU,
THIS IS RESEARCH

@willsh
Visualising
cultural
deserts

@willsh
What is
“here”?
pic: Aiko Graywolfe

@willsh
ADVARSEL
Publikumsteltakelsen skjer nå.

@willsh
IS IT REALLY ‘HERE’?

@willsh
IF IT ISN’T OVER HERE…

@willsh
AND ISN’T OVER HERE…

@willsh
SLAPP AV
Publikumsteltakelsen er nå over.

@willsh
HERE IS
WHERE THE
PROBLEMS
START…

POKEMON GO ‘MOB’, JULY 20TH, SAN FRANCISCO
PHOTO: NYT
TEMPORARY SPATIAL SHOCKS

@willsh
Pic: Jean-Louis Zimmermann

“It makes
it harder to
live here”

@willsh
Overnight,
Pokémon Go
started wearing
your city like an ill-
ﬁtting
human suit

@willsh
SLOWFAST
PEOPLE
SLOWFAST
SPACE
We have to
learn to move
diﬀerently in
the volatile
quadrants

@willsh
How do we
navigate
this world?

@willsh
A UNIVERSAL AGILITY MAP

@willsh
TEAM QUALITATIVE QUANTITATIVE0
PEOPLE
SPACE

@willsh
Quantitative: new ways to ﬁnd/make

@willsh
Picture of Erika saying
something brilliant and
profound about Qualitative

@willsh
TEAM QUALITATIVE QUANTITATIVE
SKETCHSCAFFOLDSTRUCTURE
0
PEOPLE
SPACE

@willsh
Sketch: what tools do you use?

@willsh
Structure: where does it sit?

@willsh
Each space is self-
contained
0 TEAM QUALITATIVE QUANTITATIVE

@willsh
0
SHARE?
OR
IMPROVE

@willsh
0
Diﬀerent
projects,
diﬀerent
journeys

@willsh
0
Time is
an output,
not an
input

@willsh
0
How is it
useful?
PEOPLE
SPACE

@willsh
R&D
INNOVATION
MANUFACTURING MARKETING
SALES
CUSTOMER

@willsh
Information - what’s important to you?

@willsh
User stories:
where does it matter?

@willsh
Assembly: What might ﬁx it?

@willsh
For one client, qualitative exploration

@willsh
Across many, quantitative steering

@willsh
0
Generate
systems with
movement,
loops and layers
PEOPLE
SPACE

@willsh
All systems pivot,
if you build in the ﬂexibility.

@willsh
Stare at it,
see how it
works?

@willsh
“We wanna see the patterns…”

@willsh
WELCOME TO THE
NEW NORMAL

@willsh
Strategy is dead.
Design appropriately.

THANK YOU
JOHN@SMITHERY.CO
@WILLSH
SMITHERY.CO
ARTEFACTSHOP.COM
(IS IT BEER TIME NOW?)

Strategien er død - lenge leve Metastrategien - John Willshire

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Strategien er død - lenge leve Metastrategien - John Willshire