Levelling Up

Levelling Up Christopher Murphy @fehler Craft NI Seminar Series ·
15 January, 2015

@fehler

@fehler @fehler #levellingup Twitter

@fehler What I’ll be covering… 1. 2. 3. 4. 5.
A Little Context 80 : 20 Add Value by Telling Better Stories Ampliﬁcation 1 + 1 + 1 = 4 (Product DNA)

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@fehler But ﬁrst… a little light reading.

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@fehler 1. A Little Context

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@fehler All have involved… • Focusing on the 20% •
Storytelling • Amplifying Goals • Product DNA

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@fehler MFA * MFA Multidisciplinary Design

@fehler £640,800

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@fehler 2. 80 : 20

@fehler Learning from desert islands…

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@fehler $28,805 * £19,000

@fehler £19,000 x21 –––––––––– £399,000 * CLV (Customer Lifetime Value)

@fehler Desert islands and craft?

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@fehler £1,700 ~ * £500–£15,000

@fehler Purchase 1 * £5,000 (Husband)

@fehler Commission 1 * £1,000 (Husband and Wife)

@fehler Commission 2 * £500 (Husband and Wife)

@fehler Existing Stock 1, 2 * £1,800 (Husband and Wife),
£900 (Wife)

@fehler Commission 3 * £1,000 (Husband and Wife)

@fehler 1 = 6

@fehler £10,200 * CLV (So far!)

@fehler Patrons

@fehler But my work is less expensive…

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@fehler If you want to buy me something special, you
always phone Kathie. Hint, hint!” —Cara “

@fehler 80 : 20

@fehler The Pareto Principle – also known as the 80–20
rule, or the law of the vital few – states that, for many events, approximately 80% of the eﬀects come from 20% of the causes.” —Vilfredo Pareto “

@fehler 80% of your sales come from 20% of your
clients.” —Everyone “

@fehler THE PARETO PRINCIPLE

@fehler 1,000 Fans

@fehler Turn strangers into friends, and turn friends into customers.”
—Seth Godin “

@fehler Grow the 20%

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@fehler 3. Adding Value

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@fehler Don’t Speak Craft • Raku • Mokume-gane • Terra
Sigillata

@fehler Tell a Better Story

@fehler Learning from restaurants…

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@fehler DKK2,600 * £300

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@fehler If a tree falls in the forest…

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@fehler Twitter

@fehler It’s not, “Having an espresso…” • A Discovery Engine
• A Tool to Develop Opportunities • A Client Warmer

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@fehler Pinned Tweets

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@fehler Buﬀer

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@fehler MailChimp

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@fehler Blogging and Syndication

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@fehler Tie it all together…

@fehler Blok Knives

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@fehler Relentless Aftercare

@fehler If someone is going to spend £5,000 on a
piece of my work, I’m more than happy to clean it. It’s part of looking after the customer. It’s aftercare.” —Cara “

@fehler Tea Break Task • Who inspires you? • Who
are the thought leaders in your niche? • Who do you aspire to be like? • Pick three, please.

@fehler A wee break…

@fehler Welcome Back

@fehler 4. Ampliﬁcation

@fehler Product (and service) development is the process by which
a company does one of two things… Two Approaches

@fehler Creates an entirely new product that either: adds to
an existing product line; or occupies an entirely new niche. 1.

@fehler Modiﬁes or updates an existing product. 2.

@fehler Tools A. B. C. Designing the Future Archaeology of
the Future Product DNA

@fehler A. Designing the Future

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@fehler Two Uses 1. 2. Future Goal Planning * Product-Speciﬁc
Ampliﬁcation † * The Standardistas † Break

@fehler Show and Tell

@fehler My NESTA Worksheet

@fehler A Pathway to Success You can’t reach ‘success’, the
word itself is too vague, it isn’t a destination. You ﬁrst need to deﬁne success.

@fehler Creative Visualisation Project yourself a year into the future.
Imagine what your future success feels like, what does it look like? We need detail.

@fehler I have a dream…

@fehler Over to You • Go With the Flow •
Let Your Hair Down • Have Fun • 10 Minutes

@fehler What we need… Artifacts from the future, including: packaging,
web sites, newspaper advertisements, magazine articles, television news items.

@fehler Share this with your neighbour…

@fehler B. Archaeology of the Future

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@fehler We’re travelling to the future…

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@fehler Over to You • Go With the Flow •
Let Your Hair Down • Have Fun • 5 Minutes

@fehler Provocations These artifacts act as ‘tangible evidence’ of future
possibilities and can be used as discussion points and provocations.

@fehler 5. 1 + 1 + 1 = 4

@fehler Product DNA

@fehler 1 3 2

@fehler Example 1 – Fallt Publishing

@fehler 1 3 2 Editions 1 Non-Audio 2 MP3s 3

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@fehler The Result

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@fehler Example 2 –Jump the Hedges

@fehler 1 3 2 Performant 1 Waterproofed 2 Sustainable 3

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@fehler The Result

@fehler Siofra’s Product DNA Worksheet

@fehler Over to You • 10 Minutes

@fehler Combine these strategies… • Provocations • Initial Market Research
• Pricing • Marketing

@fehler Invest everything in your 20%. Take care of them.
Aftercare is important. Life is about karma, pay it forward, your good deeds always come back.” — Me “

@fehler Your ideas need you to stop doing stuﬀ that
doesn’t matter. They need you to risk everything for them.” — David Hieatt, Hiut Denim “

@fehler Thank You @fehler #levellingup

Levelling Up

Levelling Up

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