building a new agency os - google #firestarters
Post on 20-Jan-2017
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"65 percent of children entering grade school this year will end up working in careers that haven't even been invented yet."
Cathy N. Davidson, Duke University, via theatlantic.com
the pace of change... exponential?
“.. we are living through the greatest revolution ever seen in the potential for human achievement and human connection.”
Ben Hammersley
“.. we are living through the greatest revolution ever seen in the potential for human achievement and human connection.”
Ben Hammersley
“That’s okay. It was ever thus.”
Matt Edgar
the pace of change... exponential or logarithmic?
"we’ve been releasing a new version of our mobile OS, Android, every quarter... not too long ago we had operating systems that got released every few years. That’s a huge change."
Larry Page, Google shareholders meeting, June 2011
"the question we’re always asked is ‘Why do you have to keep changing the platform?’. My answer to that... you’re welcome.”
Boz, Facebook Studio Live, London, Sept 2011
Marketing Singularity?
The best marketing becomes so useful or entertaining it becomes indistinguishable from the product or service it promotes...
think: ongoing platforms as OS, campaigns as apps
Marketing Singularity?
The best marketing becomes so useful or entertaining it becomes indistinguishable from the product or service it promotes...
think: ongoing platforms as OS, campaigns as apps
(potentially) marketing as profit centre, not just cost
the task of an agency becomes ruthlessly simple. What can we do to deliver marketing that reflects a new reality?
Useful | Entertaining | Epic
reductive thinking everywhere
silicon vs carbon
‘big is a collection of smalls’
networked, vs in a network
renaissance (w0)men
make real things
curiosity & constant learning
youareyou.net/calltrace/
“Photo sharing [on Burbn Inc] was one slice of many.. as we worked on that, we realised we were doing far too much. We cut everything, apart from photos.”
Kevin Systrom
“We launched Kickstarter, added a bunch of complicated features, then removed all of them... Simplify to the essence”
Yancey Strickler
Minimum Viable Product
Sound familiar?
great strategy and great creative have *always* been about the art of sacrifice.
the task now is to apply this mindset throughout the agency process; reduce to MVP, then listen (data) & pivot as required...
...don’t launch & leave.
years years
stability
stability
creation of new infrastructural
technology followed by rapid
disruption
many new infrastructural technologies
frequent disruption
smaller periods of stability
Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison, via Stephanie & Bryan Rieger @ Yiibu.com
S curve - stable over decades the present - and likely future
Photo credit: Joern Roede & Jonathan Pimay
“The world might be digital, but people are analog. Silicon based technologies continuously improve and are emotion free. Carbon-based life form’s (ie humans) ability to process and adjust is not scaling at the rate of digital change. This divide will be one that will be addressed by successful companies.”
Rishad Tobaccowala, VivaKi
nimble, task-based teams
strategistUX/creativetech
Program manager
client
data analystbroker
designer
Source: flickr.com/photos/tbuser/
make real things
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