Liveblogging: the Speed of Success #2

By Adam TinworthPosted October 21, 2011

Warning: liveblogging. Typos, errors and grammatical insanities likely. This post will change repeatedly over a period of time. Refresh for the latest updates. You are warned. :-)

Rupert Turnbull of WIRED – magazines, the original social medium and how to reclaim that territory

Rupert TurnbullToday he’s going to tell a story, by human voice, without slides. He wants to think about a story that’s only there if it’s heard by an audience. He’s a qualified storyteller – he was runner-up in a storyteller of the year award. And he’s always been a salesman, too, it seems as he sold comics and books from a stall as a child…  One of the things that differenciates humans is their desire to tell stories. They get passed on, refines, embellished, edited… they’re long lasting.

In this age, magazine as a medium for stories are being disrupted. The ability fo people to spread their own stories is amazing. He loves a buffet. He likes a smorgasbord. But he also likes going to dinner. He likes being waited on, and for a chef to create something for him, which he passively consumes. Ina  room like this passivity can be a dirty word. “I don’t watch TV any more, no, no.” “edited” is used as a dirty word.

However, he thinks there will always be a market for expertly curated content. Whether it’s a raconter in the pub, or an alternate reality adventure, the principles remain the same. However cleverly you use technology, you can’t disguise a bad story.

WIRED is experimenting – there’s more than the magazine, there’s apps and podcasts and events, and consultancy and iPad editions and… He’s like WIRED bras, but they aren’t going to happen. (wouldn’t they be underWIRED bras? Sorry.)

People do behave differently in an open situation compared to a like minded situation. While the penetration of Facebook is amazing, it’s just the place people go to tell stories. And we’re seeing a trend towards to simplification. We’ve been voraciously consuming everything, from devices to our digital lives. We feed our digital selves and neglect our physical selves. Many fo us double screen. You can only concentrate on the TV or the iPad if both are open for 14 seconds at a time. What of value happens in 14 seconds?

Chris Moss – the digital riptide

A crank is just someone who has an idea until it takes off… And while we’re talking definitions, what’s a digital riptide. Drawing from the nautical riptide, it’s a time of turbulent chan in business performance caused by one company or another crashing into or across another.  It’s also a time of business opportunity caused by disruptive technologies.

Chris MossHe loves every minute of every day right now, because there’s so much disruption about and that’s what he thrives on. We’re desperate for innovation and creativity in business – but people just can’t find the right talent.

One of Moss’s jobs is to figure out AHEAD of where people are going to go. You can’t listen to the research directly. Orange would have failed if he’d listend to the research, because it all said “bad name”. D for… dog? digital? disruption? We can stream video straight from a handheld camera to a website. Our scales can talk to the internet via WiFi…

At school, you learn a script. In business, like at school, you’re told to sit down and shut up. No. We have to daydream. Incremental change of products is not enough. Dreaming is an essential part of the script. But so is talent building. He loves pulling great teams together - everything great he’s done, has been done by a team.

Now, Ideas. He’s working on a social enterprise designed to encourage young people to find a purpose in their lives, He has an invitation to visit the professor of pain. They talked (at Oxford University) about how the brain works. It’s like a muscle. We need to exercise it. You need to think of ideas as viagra for the brain.

70% of US employees are not engaged in their jobs. Research suggests the figure here is about 50%. That’s worrying. Carpe diem? Sieze the second now. We live at that speed now.

At all the companies he’s worked at there has been imagineering. They seem like big companies, but Virgin Atlantic started with one plane. But Richard had the vision of an airline people like them would want to fly, but Moss wanted one you would love at first flight. Oraange was something different. It was about being the number one for a new journey. Vodaphone and Cellnet owned the market between them. Disruption was needed.

But not everything is successful. He’s not convinced that the merger of Lloyds TSB benefitted customers. ICO spent $3.5bn and never got a satellite in the air. ITV Digital’s monkey (in the adverts) was more successful than the brand…

Repeatedly being told “you can’t” seems to have driven him on, be it ice cream on flight, or video players. So many times he’s been told “impossible’ – and it’s nothing. Look at Virgin Galactic.

Merge script and ideas and you get… riptide.