Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh

Finding the balance
Taking audiences forward with us

Ewan McIntosh
Director, NoTosh Limited
digital media | education
b: edu.blogs.com
w: www.notosh.com
Saturday, 29 May 2010

N o Tosh Limited


Come up with great ideas
Help others hone their great ideas
Make ideas reality

N o Tosh Limited


Go for the
lowest common
denominator
medium to
tell your story

N o Tosh Limited


Mobile: 4.6 billion mobile phone users (versus 2 billion internet users) | 59% in developing countries
436,000 discarded in USA every day


[ Content warning ]


The amateur
king
Rip, Remix, Republish
Participation culture

N o Tosh Limited


Social
storytelling
marketing
crossplatform
research

Social
problem
solving
science
politics
education

Social gaming
virtual
real

ScreenReach.com


The idea is
just the start

N o Tosh Limited


Which idea?
Which audience?
Which space?

N o Tosh Limited


Which idea?

N o Tosh Limited


Ideas born out of the frustration of an
individual with ﬁrst hand
understanding of the ‘user pain’.



but lack an understanding of the
closeness of the competition and
the technology skills to see their idea
turn into action. They require a
technology person on the team.

Market pull ideas

but lack an understanding of the
closeness of the competition and
the technology skills to see their idea
turn into action. They require a
technology person on the team.

Redeﬁning the market to own it
[yellow tail] “Blue Ocean” thinking


100

Budget Wines Premium Wines
75

50

25

Vintage
Heritage 0
High Price



Eliminate Raise

Reduce Create


Eliminate Raise
Wine buff jargon Price, compared to cheap,
The wine’s age budget wines
Mainstream media
marketing

Reduce Create
Different grapes: oaky Easy drinking image (like
ﬂavour only beer)
Different wines: red, white, Easier choice: red, white,
rosé rosé
Heritage of vineyard Some fun


[yellow tail] Budget Wines Premium Wines

100

75

50

25

Vintage
Wine Jargon 0
Fun Bottle



Where do you
compete?
Low Price
Customer Intimacy
Product Innovation

N o Tosh Limited


Low Price


Product Innovation

Low Price


Product Innovation

Customer
Intimacy

Low Price


Customer Intimate:
Zappos
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and
Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest
Relationships with Communication
7. Build a Positive Team and
Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble


Product Innovation
(which became
Low Price):
Amazon
1. Customer Obsession: We start with the
customer and work backwards.
2. Innovation: If you don't listen to your
customers you will fail. But if you only listen to
your customers you will also fail.
3. Bias for Action: We live in a time of unheralded
revolution and insurmountable opportunity-
provided we make every minute count.
4. Ownership: Owners think long-term, plead
passionately for projects and ideas, are
empowered to respectfully challenge decisions.
5. High Hiring Bar: "Will I admire this person? Will
I learn from this person? Is this person a
superstar?"
6. Frugality: We spend money on things that really
matter and believe that frugality breeds
resourcefulness, self-sufﬁciency, and invention!


What happens when you move
Cross The Chasm from geek to grandma?
Geoffrey Moore


Beating On Price Dell, TK Maxx


Which audience?

N o Tosh Limited


Who’s the customer?


What do you do that ‘solves their pain’?


What qualitative value do you provide?


What quantitative value?


How does it generate revenue?


What’s your plan to create more
advantage over time?

Essential audience questions

What’s your plan to create more
advantage over time?

Which space?

N o Tosh Limited


Secret Spaces
Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

N o Tosh Limited


Secret Spaces

Group Spaces
Bebo, Facebook, Tagged, Networked Gaming, etc

N o Tosh Limited


Secret Spaces

Group Spaces

Publishing Spaces
Livejournal, Blogger, Flickr, Photobucket, Game Shops etc

N o Tosh Limited


Secret Spaces

Group Spaces

Publishing Spaces

Performing Spaces
Second Life, World of Warcraft, Home, etc

N o Tosh Limited


Secret Spaces

Group Spaces

Publishing Spaces

Performing Spaces

Participation Spaces
Marches, Meetings, Markets, Events etc

N o Tosh Limited


Secret Spaces

Group Spaces

Publishing Spaces

Performing Spaces


Data Spaces

o Tosh
Sunshine Foundation, data.gov.uk, etc

N Limited



Secret Spaces

Group Spaces

Publishing Spaces

Performing Spaces


Data Spaces

o Tosh
Sunshine Foundation, data.gov.uk, etc

Watching Spaces
Television, Gigs, Theatre, Public RSS Readers etc
N Limited



It’s not about being
young
It’s about being
youthful
- Mike Coulter’s digitalagency.com

N o Tosh Limited


Cognitive
Academic
Language
Proﬁciency


Basic Cognitive
Interpersonal Academic
Communication Language
Skill Proﬁciency


Basic Cognitive
Interpersonal Academic
Communication Language
Skill Proﬁciency

Shared language
Shared literacy


The challenges ahead

N o Tosh Limited


Do something.


Do something.
Learn something: 100 hour challenge.


Do something.
Go where your audiences are.


Do something.
Don’t guess. Ask.


Do something.
Don’t guess. Ask.
Work out who they are.


Do something.
Don’t guess. Ask.
Work out what value you bring them.


Do something.
Don’t guess. Ask.
Work out where you’re bringing them it.


Do something.
Don’t guess. Ask.
Don’t assume people know
why you do what you do.


Do something.
Don’t guess. Ask.
Eliminate. Raise. Reduce. Create.

Do something.
Don’t guess. Ask.
Eliminate. Raise. Reduce. Create.
Don’t stop doing things.

ewan@notosh.com
www.notosh.com

N o Tosh Limited


Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh

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