Hyper Island Open Masterclass
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The document details a master class led by John V. Willshire, exploring the evolving nature of media and marketing, emphasizing the importance of customer-centric approaches in business. It critiques current marketing practices, suggesting they often focus excessively on business interests rather than understanding and meeting customer needs. Additionally, it discusses the need for innovation, cooperation, and a shift from traditional marketing methods to more participatory and dialogic strategies in brand communication.
![DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO](https://image.slidesharecdn.com/hyperislandopenmasterclass-131018133041-phpapp01/85/Hyper-Island-Open-Masterclass-87-320.jpg)
Hyper Island Open Masterclass
- 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
- 7. WHY AM I HERE? @WILLSH SMITHERY.CO
- 8. AND ISN’T IT QUITE FAR AWAY FROM MEDIA? @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
- 15. A QUICK ASIDE, BASED ON WHAT ALAN TALKED ABOUT ON ‘CRAFTSMANSHIP’ @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
- 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
- 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
- 47. 4 FORMULA MARKETING x + Y success = z @WILLSH SMITHERY.CO
- 48. FOUR ESSENTIAL ASPECTS OF REAL MARKETING @WILLSH SMITHERY.CO
- 52. 4 INNOVATION CREATIVITY THAT DELIVERS VALUE @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
- 59. THE MODERN BRAND IS LIKE A BITTORRENT FILE @WILLSH SMITHERY.CO
- 60. IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE... @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
- 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
- 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
- 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
- 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
- 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
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- 121. YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE @WILLSH SMITHERY.CO
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- 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
- 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
- 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
- 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
- 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
- 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
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- 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
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- 161. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
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- 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
- 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