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So yesterday, I wrote a blog about an advert I had seen. That blog is here. The advert had angered me because I thought it represented poor process and execution around centralised marketing. In fact, it appears I was wrong. On further research the headline - "I am such stuff as dreams are made on" - is a paraphrase of a Shakespeare quote from The Tempest.
Our revels now are ended. These our actors,
As I foretold you, were all spirits and
Are melted into air, into thin air:
And, like the baseless fabric of this vision,
The cloud-capp'd towers, the gorgeous palaces,
The solemn temples, the great globe itself,
Yea, all which it inherit, shall dissolve
And, like this insubstantial pageant faded,
Leave not a rack behind. We are such stuff
As dreams are made on, and our little life
Is rounded with a sleep.
So this wasn't a hugely obvious copywriting fail, a lazy marketing director or a bad process. It just another pretentious car ad that might not encode well for drivers and is being decoded incorrectly by creatives and the odd Creative Director. Sadly, my blog entry on this subject is only 14th on a google search.
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It's an ok car. In fact, it's probably quite an attractive car, despite the rather unconventional angle of this pack shot. It's even got red brakes like a real sports car. She has red lipstick too. See what they did there? Hey, I'm not going to criticise this ad for its obviousness. That's a rather unimaginative agency for you. No, the problem with this ad is the headline copy. Actually it's not the copy itself, it's what it represents. "I am such stuff as dreams are made on" Really? What exactly do you mean, Giulietta? Maybe, you mean, "I am the stuff that dreams are made of." Oh really? Centralized marketing strategy, templated ads, cheap - even automated translation services and local marketing directors that signed this off to appear in local magazines, 48 sheet posters etc without correcting some simple grammatical errors. What does this represent? Not my next car that's for sure. For me, it represents poor thinking, poor process and poor execution - all too often the outcomes of globalization. Is this the stuff dreams are made of? No Giulietta. Nightmares.
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Last night, a gathering of New York flavoured Taverniers met at BUtterfield8 (thanks for the nachos) to discuss the nature of ideas and what manifesto might exist between creatives, agencies and clients to ensure that the right ideas make it.
I must admit that the combination of no sleep, a pitch and then a big business win meant I was pretty fired up. Maybe that’s a formula for successful ideation!
I did a little intro where we looked at Segway as an example of an idea that might be subjectively dismissed but that in the context of its purpose - US malls and urban spaces - it makes better sense (than say in London where they look really silly). I also described some of EMC Consulting's 'tools' that sit in our innovation framework. Here's a link to that ppt - no words I'm afraid but if you want the narrative, email me...
We then split into three role play groups. The groups were to represent The Client, The Agency and The Creative and the challenge was to begin to develop a TFT Manifesto for creativity.
My thought on this is to create some kind of wiki type thing so that the Tavernier community can add, refine and edit this over time - watch this space for that.
So NYC. Thanks for the conversation. Next time bring your friends. Here's your work (copy written by me for the time being)
Dear Agencies (from the client)
• Make sure that we know what we will get back for the investment we're going to make
• Give us a map - being lost isn't nice
• Challenge my ideas. My products. My services
• Help me reconcile my internal conflicts
• Be my shrink
• Know me better than I know myself
• Inspire us to do things in a better ways
• Be relevant
• Know when to back off
• Make me famous and I'll reciprocate
• Surprise me once in a while, not just on the first date. Boo!
• Be honest with us
• Be fearless and when you trip and stumble, bounce back
• Don't be afraid to fail big
Dear Clients (from the agency)
• What problem are we really trying to solve here?
• Let us ask some stupid questions
• What's the budget? Go on, just tell us.
• Lets learn to crawl before we try to run together
• Do you want us to change what you do or make what you do better. They are not one in the same thing.
• Tell us all your dirty secrets. The business ones.
Dear Creatives (from creatives) (I didn't write this bit, creatives did)
• Observe the world
• Walk in the customers shoes
• Fear is OK
• Your idea is everyone's idea
• We can make a difference together
• None of us know everything
• Observe. Think. Create
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So it’s off to the Big Apple to host the next Fantastic Tavern at BUtterfield8 on Wednesday 11th August from 7pm.
This time the User Experience team from EMC Consulting will answer the question “How do we make great ideas stick?” as we investigate what innovation is, where ideas come from, how to ensure something actually happens rather than just being left in the imagination or on the cutting room floor and what happens when bad ideas ‘make it’.
Increasingly I find that brands are not short of new ideas but that they fail to capitalize on them because there is no framework or dynamics to ‘get them away’. Innovation is as much about process as it is about ideation. Together the New York Taverniers will generate some top tips for businesses that could become a mantra for anyone undertaking programmes of innovation.
As is true of all TFT events we won’t be taking things too seriously and hopefully the fine food and free drink will make sure of that! If you’re in town and fancy meeting some like minded creative types, please get in touch with me at Matthew.Bagwell@emc.com or simply turn up – the more the merrier.
Of course you can follow us as the event unfolds #TFTNYC.
The full address for the event is
BUtterfield8
5 East 38th Street
New York, NY 10016
Just ask for Matt. And a beer.
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The Fantastic Tavern's first Lock Inn is a little like a normal TFT but will have some key differences; it's an extended programme, running over the course of the day and we'll spend much of it sober. Don't get too downhearted, it's still going to be fun packed, interactive (am I the only one struggling with the overuse of that word) and content rich. A little detail perhaps? The day will start with a breakfast update to The Fantastic Tavern's trends briefing. At the beginning or the year, we looked at ten trends and positioned them on a 'Hot or Not?' scale. You can see what happened here. Now, its seven months later and it’s time to see where we stand. Are any of our predictions any more viable now? What's changed in consumer behaviour and how is this affecting the activities of brands, communications, services and experience? Just take Apple for example - lets face it, everyone does. Today (July 15th) the world waits for its press announcement over its #failed iphone4. It didn't really have a choice - the chatter cloud surrounding it's launch and reception issues has become so loud, the company has had to address the PR emergency head on - if a little late. My advice? Recall them all and then give customers a RAK (random act of kindness of course) and you'll recover. (Since I wrote this, the press release was held, again to a twitter storm. Apple said sorry, sort of, lambasted everyone else’s phones - generating high level rebukes - skipped the recall and offered a free case. But Job's made the most salient point; all the noise hasn't increased returns. Maybe us apple fans are just too tolerant?) The briefing, over breakfast and will be special invite. Should you be there? Then the main part of the day begins. There will be three Taverns, each one hosting three seminars (another world to bulk at). So that’s nine in total. The three Taverns will each represent a theme for the three seminars; Innovation, Craft and Effectiveness. I will bring together some outstanding speakers/facilitators and they will run sessions (better?) that include participation. - What’s new in innovation and how do you institutionalise innovation at work? Sponsored by Microsoft
- The craft of design – how to challenge your creativity and enhance brand through interactions? Sponsored by EMC Consulting
- Measuring effectiveness – how do you maximise the value of your digital strategy? Sponsored by KnowledgeMill
The speakers announced so far include: Antony Mayfield - the author of Me & My Web Shadow Jo Robb - Head of Development and CRM, B&Q Direct Michael McClary - Platform Strategy Advisor, Microsoft Tricky - Creative Director, TrickyBusiness with Ben Morris Kathy Brown - Director, Seven Cs Consulting Paul Dawson - Experience Director, EMC Consulting David Ellis - Head of Performance Management, EMC Consulting Michael Alves - Senior Copywriter, EMC Consulting Simon Munro, Senior Technical Consultant, EMC Consulting And then there's the evening event. My ambition is that we host the first ever The Fantastic Tavern Awards. There's only three categories so it won’t be one of those long running awards ceremonies and it will definitely not be black tie (unless you want it to be) or at The Grosvenor. A big thanks to Marcus Donald People who are sponsoring the 1st TFT Awards. 
So a fun filled day. Yes, you can enter your work, as a brand or as a practitioner, for the Awards. I'll send more information later. Oh and if you're feeling really keen, you could judge them (a week before) and be a contributor. And so to the most important bit of information; the date. The Lock Inn 2010 will be during the day on Thursday 23rd September at The Dickens Inn, Marble Quay, Saint Katherines Way, London, E1W 1UH Spaces are limited a bit so RSVP now to michelle.flynn@emc.com. There are also 10 wild card invites available so if you would like one please email Michelle.
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I like writing blogs about The Fantastic Tavern, especially when we have had a successful evening and there’s plenty of content to share. Last night certainly is a case in point. Check out #TFTLondon. The plot was a simple one. Get five people to create new brand concepts based on the attributes of cloud computing – agility, cost effective computing, device independence, scalability – that kinda stuff. Then ask them to pitch at three hard-ass Dragons who would tear their business thinking to shreds or ‘invest’ in their idea. But this wasn’t just an exercise in presentation skills, powerpoint skills (thankfully) or persuasion. It was meant to be a thought starter for our tribe – a least those of us who know less about the cloud and its benefits. I wanted to frame those benefits in real world contexts we could understand and get the ball rolling on having new ideas based on its potential. The cloud is here; we shouldn’t ignore it. And its much more than a hosting solution – it’s a business enabler. We shifted location from the Katzenjammer bar to St Catherine’s Dock and the Dickens Inn. 
Its bigger, we have our own bar and it doesn’t smell of sausages (pizza instead). And we had amplification this time, which gave the dragons the Madonna look, much to one’s delight. 
The Dragons were a formidable line up. Firstly, thanks gents for taking on this challenge. As business leaders, I know you’re all busy but making time for the TFT makes our events work. Adrian McDonald is EMC’s Vice President & General Manager for UK & Ireland and is responsible for overall revenue generation, management and business strategy of the region for EMC. Ralf Jeffery is a Business Analyst and certified SCRUM Master at Close Brothers with a proven track record of creating e-commerce strategies and Web 2.0 solutions that either enhance existing business operations or deliver new business streams. Phil Carter is a founding partner of Carter Wong design agency. Founded in 1984, together they are a team of multi-disciplined communications experts working across branding, digital, literature and packaging. I wired them for sound and we began. Introducing our brave and fearless pitchers 
First up, Lee Provoost from Headshift and iLife. Let me say that like all the pitches the content was fictitious and just for fun (Apple please don’t pursue us through the courts…). Lee offered a lifestyle management system that ‘mashed up’ functionality from lots of different sites and vendors, aggregated across the cloud. Lee had a contagious presentation and set the evening perfectly. Did the dragons like the pitch? In many aspects yes, but the name was a hurdle that they felt they couldn’t overcome – Phil was quick to suggest that there was a proliferation of ‘i’ brands and this shouldn’t need to be another one. There was a suggestion that all the services could be found on Google but Lee held his ground and made the benefits of an aggregation service clear as the point of differentiation. Second up, Simon Munro from EMC Consulting and his brand concept, Q-Baloo. Simon’s idea was in response to the pain-in-the-*** experience of buying tickets for gigs online, where Simon suggested he is fed up of competing unfairly with touts and bots (I think that’s techies for robots). While he suggested that cloud computing could in fact help with issues where demand brings servers down, his concept actually inverted that by throttling the accessibility of the commerce service and essentially putting real people into a real time queue. Now we Brits love a good queue so the idea has instant appeal but if ideas are cheap, it’s all about the execution. In this, Simon did a masterful shop of bringing his concept to life. Be afraid UE types, this guy can scamp too! Simon injected playfulness and competition into the user experience much like well known brands like foursquare and this added to the to the engagement model through compulsion and rewarded real fans with a sense of achievement, getting higher up the queue and eventually getting tickets. The dragons liked the idea but did challenge the financial gain that this concept represented. While it could work well as a marketing tool, there had not been enough work done on thinking about the long tail of tickets sales or premium models. But hey, basically it was a flyer. Simon’s presentation was near flawless except for one thing that Phil picked up on again. He had neglected to tell us the thinking behind the strange alien creature on the logo and this bothered our branding guru, who wanted to understand how it would come into play. Phil, you don’t know the half of it. Simon’s wife created it and he didn’t even thank her! Jamie Thomson, long time Tavernier and all round techie guru tried to score with Scorepedia (see what I did there?). The idea is that people add both real time scores and historic score information about any sporting event and gain reputation for contributions. It’s a cloud idea because it doesn’t require significant capex and it’s scalable as more user adopt. Enter the dragons. The issue as they saw it was adoption. Why would people use this crowd source of information over apps and sites from clubs or the big news aggregators? Jamie defended with a suggestion that it would better support the long tail of events. However, the business model thinking wasn’t advanced and the dragons didn’t seems convinced it was going to be that lucrative. Personally, I think Jamie is on to something but needs to look at the reselling data model more closely and shouldn’t neglect the potential of very localized marketing opportunities rather than just thinking big football clubs would pay for it all. I think the potential is in the long tail here. The next pitch polarized the Dragons. Two loved the logotype while Phil took some offense to it. But what was behind Matt Mould’s Ui2? Matt, a cloud expert from EMC Consulting explained that Unified Infrastructure Intelligence (hence the name), help people manage their private and public clouds in one place. Now this is a problem not many of us have but its an issue for many enterprises – Matt is solving a business challenge lots will have soon enough. In essence Matt was describing a hybrid cloud model that people could subscribe to in a metered model – like pay as you go. It would bring all services, from inside or outside the business neatly into one place. Matt appeared to have done the most thorough business model and it certainly looked pretty but Adrian doesn’t miss a trick and within seconds had Matt turning a whiter shade of pale as he turned the financials inside out. All this before Phil went to town of the branding elements including the claim “Take Control” – which he suggested was trite and out dated. I should have feed them more. His presentation, pretty revenue model and all, is here. And so finally Cheatr. Simon Gallagher from ioko took the unusual tack of asking for no investment, suggesting that cloud ideas didn’t need VC investment as that was the point, simple scalable and low enter price meant he didn’t need cash. In fact Simon was all about breaking conventions, laws, everything. His idea was to start by running online real time in line mass gambling activity. That’s a cloudy idea; synchronous computing power and it’s a sliver bullet for gambling companies. But Simon built on this. He’d then offer behavioural advice on bets based on all the data he had collected. This would be a paid for service. Genius. Cloud card counting. He recognized that he would probably end up buried in the desert or hiding form the Casino mob on a yacht somewhere but he didn’t seem to care. Neither did the dragons, they could see the potential of a quick and big buck and frankly, I think if they’d had real cash with them on the night, Simon would have been quids in. Five very good pitches. Some good ideas. But there could only be one winner. As the pizza disappeared the Dragons cogitated and the audience gave their ‘phone in’ vote too. It had been a great night. We’d covered a bit of cloud computing’s potential without a single virtualization diagram and I think I for one learnt more about its relevance to now commerce. My thanks to all the pitchers – great work guys. The winner, by unanimous decision and a landslide vote was Q- Baloo. I’m sure for Simon the beer tasted sweeter after that triumph. Oh, Phil Carter was the volunteer cross dresser (you had to be there) and we raised a little over 30 quid for Hope and Play. Thank you for that. If you fancy joining the bike ride you can find out more here. See you next time Taverniers; less clouds but no less interesting and just as much pizza. 
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Thursday fast approaches and planning for The Fantastic Tavern is nearly done. The format and theme has meant lots of behind the scenes activities and fingers crossed it will make an entertaining night. We've made effort to find a better location, it's bigger, it has a private bar and we've booked sound systems (as well as beer and pizza). You can chat and hear in well air conditioned comfort at a very hip historic London Tavern. Don't miss it.
The theme is an important one. While most companies are aware of the potential of cloud computing solutions from a cost and technology perspective, ours is the last mile - what's the impact of cloud on customer and audience behaviors and interactions. What's the potential for new exciting services predicated on agility, scalability and access?
I have invited five presenters to pitch at three dragons. Each one will describe a new proposition and brand, predicated on the potential of cloud computing. They'll describe who might use the service, how it's used and why the benefit would be to users. In the style of Dragons Den, they will either be praised or torn apart by a well informed panel.
The Dragons
Adrian McDonald is EMC’s Vice President & General Manager for UK & Ireland and is responsible for overall revenue generation, management and business strategy of the region for EMC. Based at EMC’s UK & Ireland headquarters in Brentford, Middlesex, Adrian is also charged with ensuring that EMC Sales, Technology Solutions, Customer Service, and Partner/Alliance groups understand and communicate the unique value that EMC brings to its customers and business partners.
Ralf Jeffery is a Business Analyst and certified SCRUM Master with a proven track record of creating e-commerce strategies and Web 2.0 solutions that either enhance existing business operations or deliver new business streams. Experienced in multi-channel customer engagement, technology road mapping, Agile development methodologies and digital marketing strategy, his sector experience includes retail, financial services, recruitment and environmental start-ups, within the UK, Europe and USA.
Phil Carter is a founding partner of Carter Wong design agency. Founded in 1984, together they are a team of multi-disciplined communications experts working across branding, digital, literature and packaging.
After this trial by fire, we'll have a panel discussion and crowd vote on the most attractive proposition. What questions would you like to ask - the panel or more broadly with the audience? Email yours to Michelle.flynn@emc.com or me, Matthew.bagwell@emc.com. Remember, taverns are about what you put in, get writing!
The event
Date: Thursday 24th June 2010
Time: 6:30pm onwards
Venue: The Copperfield Bar @ The Dickens Inn, Marble Quay, St Katherine’s Way, London, E1W 1UH
There are still a few places available so make sure your name is on the list (email michelle.flynn@emc.com if it is not)!
See you on Thursday
#TFTLondon
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Hello Taverniers, This is your moment of fame…. For our next Fantastic Tavern I need three contributors. The brief is to create a cloud service concept, predicated on what cloud computing enables us to do. Each presentation will be about 5-8 minutes. Would you like to have a pop at one? Oh, you'll be judged. By a panel of Dragons. And the hoarding masses gathered on the 24th June (later this month). Otherwise if you feel that you have the ability to act as a dragon - that you can assess a concept and rip it to shreds, I'm looking for a business guru and a brand/customer guru too. I can promise you fun. I can tempt you with prizes. Come on, have a go. Email me at matthew.bagwell@emc.com for more information
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There are some fads that we can afford to ignore. And there are some trends that we cannot – even if they seem so distance away from our area of interest. Cloud Computing is one of these.
I think that cloud computing is a pervasive information technology trend and not the whole shooting match – however it is important. Not because of what it is particularly but to what it enables and what it could mean. This is our business as Taverniers.
I am inviting you to a Fantastic evening on the 24th of June at The Copperfield Bar at The Dickens Inn, near Tower Bridge (E1W 1UH).
It’s a lovely historic pub St Katherine’s Dock and it will provide us a perfect setting for what I promise will be a very entertaining night.
You never know you may even want to contribute……
What I am doing is inviting five people to present consumer facing business concepts that are predicated on Cloud technologies as an enabler. They will talk about the market for their service, who might adopt it and why and how it might be experienced. They will talk about what would be required to deliver that service and what investment might be required to build it. Hopefully, this will fire your imaginations – to see beyond the virtualised data centres themselves and to consider the business opportunities for new brands.
Would you like to be one of the presenters? I have two more slots and you will have 8 mins to make a pitch. Pitch?
Ah yes, there will be a panel of Dragons (as in Den) representing business, finance and branding who will scrutinise the proposition and then make an investment or not. These Dragons are not to be taken lightly – they will be experienced senior hands in the real world.
And finally, we switch to a Strictly format and the Taverniers audience gets to contribute 50% of the vote.
There will be prizes. Not the investment of course but accolades never the less.
Who should come? Well if you’re a client type and regardless of what you do, this will be an insightful session of the relevance of the cloud on your business. If you’re a creative practitioner, you’ll get an entertaining 101 guide to the cloud and see how it could influence culture, business and the work we do – to make brand experiences that are relevant to the audiences that want to use them.
I’m very excited about the evening we will share. Cloud isn’t going away and to understand its impact if imperative – IMHO of course.
Of course, there will be lots of beer and Pizza too – we’ve outgrown the sausages I’m afraid. I have booked it at the end of the round robin phase of the world cup so no excuses. Spaces are limited so get the word out quickly and book your places. I have said before that you can sponsor this event – a few quid behind the Bar will get your company called out on our blogs and on the night.
Date: Thursday 24th June
Time: 6:30pm onwards
Venue: The Dickens Inn, Marble Quay, St Katherine’s Way, London, E1W 1UH
If you would like a place at The Fantastic Tavern please email michelle.flynn@emc.com, places are limited so register now.
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The EMC Consulting building is 'around the corner' from the Blue Fin Building, Southwark Street, London. The building was designed by the award-winning architectural practice Allies and Morrison who were also responsible for the Royal Festival Hall New Building and the BBC Media Village. The building gets its name from the 2000 blue fins that adorn the outside of the building to provide shade.
Architecturally speaking, its neither here nor there despite a tale I heard about what a feat of engineering the building actually is. Its impact isn't a particularly visual one.
However, live with it a little and like me, you may be struck by two observations; its a very windy location despite where you're stood and the que in Marks and Spencers' is at least 45 minutes long at peak times - namely lunch.
Of course, these impacts must have been considerations at the outset of design. The building's architects must have considered the consequences of housing 5000 media twentysomethings in one place. In time, more retailers will see the opportunity to feed these convenience food junkies as lucrative and open more eateries. We already have a Joy, Pret and Starbucks, WHSmith - its only question of time.
But while these eateries open to supplement one yuppie hostelry, a bulging M&S and an army of oversized Noo-Noos vacuuming up the resulting detritus,(ref. Teletubbies) something seems to have gone very wrong with the Wind Analysis they may have undertaken.
Regardless of the time of day, temperature or position, I swear the Blue Fin Building has the ability to blow an Ugg-wearing waive half way back to Borough Market regardless of what the conditions are like several blocks away from it.* I'm not sure if those Blue Fins are to blame for the poor aerodynamics for the structure or if there's any retrospective solution anyway. I doubt the engineering or architectural practices cares (or are paid to care) enough about this pollution now. Do they remain engaged into the building's adoption well into its occupants' tenure? Certainly I've not been stopped in the street with a questionnaire or been invited to a focus group. To draw a parallel to our work, when we are creating something, we have to plan for total experience. Thats pretty obvious to me and straightforward to undertake. Whatever we are developing, it will be disruptive and have an impact - we need to plan that to be positive and beneficial. But designing and building is only part of the story. Experience is in the living of a service, product or in this case building. Its about how something works in reality and it can often need optimisation.
We are not only in the business of Total Experience Design. We have to be in the business of Total Experience In-life Management.
(*arguably the ability for a building to aid Ugg removal may have been a designed-in net benefit)
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The Realities briefing went pretty much to plan at The Fantastic Tavern last Thursday, April 29th. Even the sausages seemed to flow from one side of the audience to the other without too much difficulty but more about them later.
The briefing was something I decided to do after the success of the AR theme at our trends competition at the beginning of the year. What is clear to me is that people today have far greater exposure to information and in ways that we could not have imagined possible 17 years ago – when Doom was launched.
The game players of the 90’s are now the demanding work force of the tens (or whatever it’s called) and their expectations, tolerances and dexterity are considerably different – arguably advanced. Technologies like Head Up Display, once the hardware of the military and advanced sciences, are practically mainstream and certainly affordable. Gamers are certainly used to immersive experiences layering the physical with the virtual. Watch my kids dancing to Wii Dance – they are not inhibited by the gap between physical and avatar. And most of us Taverniers are familiar with the early AR apps available on smart phone like Acrossair.
But beyond finding the nearest tube, what are the real opportunities of advanced interface, content and technology design? Where can we find some lasting usefulness and value in the relationships between companies and consumers and audiences and crowd sourcing?
I am indebted to Paul Dawson from EMC Consulting, Johannes Kebeck, Technical Specialist for Bing Maps in EMEA and the creative team behind innovative Virtual and augmented reality applications, Glennis McGregor, Matt Ratcliffe and Chris Gannon, again at EMC Consulting.
All the speakers tackled the theme distinctly and differently. Paul forced us to consider the real definition and usefulness of augmented and virtual realities, wanting us to push our demands for relevant content further. Johannes provided a rapid-fire view of geo location and crowd sourcing possibilities and the team from EMC Consulting dazzled us with real life commercial applications – in and around augmented control of environments.
What was clear to me was that we are still at the beginning of this journey. Technology availability, accessibility, ubiquitous computing, the cloud – all these are accelerants and we’re only going to be limited by our imaginations. We need to be hungry - advances as we are seeing take ambition, a degree of risk and an open mind to investment. These are themes that have been around for a long time and the challenge remains – find the right reason at the right time with the right cost and return on investment and the rest could be – well – child’s play.
I’m delighted that there were some very capable scribes in our mist for this Fantastic Tavern and I hope that they don’t mind me linking out to their comprehensive summaries of what we discussed.
Simon Gallagher
Sara Allison
However erudite, there is nothing that can be written that brings the experience of a hot room, German sauces and warm people to life as much as being there. The Fantastic Tavern will return in June to explore the impact of cloud computing on consumer behavior, brands and companies. We’ll move to a better ventilated location but the beer, food and fine conversation will follow so book early.
I did mention August 19th and The Fantastic Tavern’s Lock Inn event. It will be all day so get it in your diary and I’ll send out details soon. Safe to say it will include and British Breakfast Briefing, an afternoon of workshops and The Fantastic Tavern Awards in the evening. Fancy being a sponsor? Get in touch with me at matthew.bagwell@emc.com
Now about German sausages… Better or worse than the EMC Consulting’s iPad that was doing the rounds? By a massive majority – far better! Sorry Apple.
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Of the thousands of people competing in this historic race, a handful were running for EMC as members of the One EMC Marathon team. I was one of the lucky employees to be picked for this team and have the entry criteria wavered. I didn't have to qualify in 3hrs30mins (just as well) - I had to raise $2500 instead.
The was a point to all this? EMC sponsors the Michael C Lisnow Respite Center in Hopkinton, Massachusetts. It has done for many years. The centre provides care for people with sever disabilities, mental and physical. As importantly, it means that it can provide a well deserved break for tired carers, parents and friends. Not everyone can afford such a luxury and this is where EMC comes in - money raised and giving throughout the year provides sponsorships for less fortunate families so they too can benefit form the Centre's great work.
I visited the Centre last Friday for a tour and the following day, I was invited to a great BBQ, held by EMC at their headquarters for all the family and friends of the Centre. Both opportunities gave me an insight into the dedication of the Respite team and also how important charity activities can be. Sometimes, the causes we ask for money for seem so distant that they may feel less important. To be confronted with the very real challenges both the team and the people who benefits form its work was very challenging, humbling and inspiring. It ceases to amaze me how optimistic, friendly and sensitive those with such seemingly disadvantages can be. They were genuinely appreciative and caring for the 80 or so runners who had undertaken the task of raising money on their behalf.
A small group of the members of the respite family had spent many hours learning how to sign us on our way in sign language. To stand in front of these delicate individuals as they passed on their gift was a very special and inspirational moment and one I will always remember.
As so to the race. 26.2 miles of road, some of which was uphill, including one particular part called Heartbreak Hill. After a week of foul weather, the skies were blue and the temperature perfect for fast running. Just ask the men's winner, who broke the course record. The spirits were high at the Respite breakfast and once again, they were full of laughter and support. The EMC team walked to the line together, albeit without some members who could not make it to Boston. We compared pacing computers and pain killing substances before we hit the start line.
I have to say that American hospitality abounded all along the course. Hundreds of thousands of people lined the course, clapping, cheering and giving out various fruit and drinks. One famous girls college even provides free kisses at about half way (although this has nothing to do with my slow race time!).
Four and a half hours after I started, my legs in agony, I turned the corner of Boylston Street in Boston's city centre to see two very welcome sights. Michelle Flynn standing behind a cramped barrier, cheering on Team Bagwell. And the finish line.
I had finished. 4hours 37minutes after I started. I had raised the $2500 for the Respite Centre and EMC doubled it! More impressively, runners raised $500K on that single day for the Centre and EMC took its total raised to over $1million.
It goes without saying that I am very grateful to every one at EMC and beyond that gave my sponsorship, trust me, the money will be used very wisely and lovingly.
Some people use distance running as a metaphor. Here's my meager attempt.
Define your own measures of success. Mine was to simply finish. So was the guy's who came forth, who waved to the crowds at gave up third place saying "its not about racing." Sometimes we get caught up in what other people's values are. Hold your own.
Marathons are obviously not sprints. You need to take each step at a time and not think about the distance but just about the moment. They cannot be rushed. Meditative strength counts more than explosive strength in the long run.
A marathon takes months of preparation (not in my case!) and days to recover from. And its always, always 26.2 miles long. A good race is all about great planning. There are no short cuts.
Running as part of a team, however distant, is better than running alone. The team in this case was everyone at the Respite Centre and everyone at EMC Consulting.
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It's fair to say that its been a week where I have had little or no wifi connectivity apart from at breakfast and without 3 or 4G and no wifi, I haven't played as much as I would have done at home. It'll be interesting to see how my initial impressions change when I have broadband.
My initial reaction was that the iPad was a solution to a problem I don't have. I have a phone that has internet that can be geo-located, functionality I love. I have a laptop with a real keyboard and wires and everything. So what is the iPad for?
Reading books. Obviously. So I rushed to the app store and downloaded ebooks and some reading matter. And a few magazines. Would I do this again? Probably not. I don't like how the type renders and reading on screen doesn't 'feel' right. I'll try again with my Kindle 2 when it arrives.
So what else? Ah video. After an appalling wait for the download of Disney's Up, I can tell you, it's lovely. A rich, contrasty screen - when it's not covered in finger prints - and a perfect size for portable viewing. Worth 400 quid for the experience? For most of us,
probably not?
Keynote offers another opportunity. For a ppt or portfolio to impress in business contexts, yes this is a great device. Yes, every CSD should have one with our folio, case studies and demos loaded onto it.
But this doesn't amount to enough reasons for buying iPad. It must have some other killer app?
Indeed it does. Internet. Web pages render beautifully and they process at lightning speed. This is a truly desirable browsing machine. Maybe that why Apple have made adverts that show real people using the machine in real contexts, mostly sat in designer chairs browsing while doing something else. With iPad, the web feels special again. It's only a pity Steve Jobs is hell bent on seeing Flash resigned to the past.
Where iPad will really score is with native apps developed for it's form factors. I downloaded two and they both work really well. The Guardian have been quick to release a photojournalist app that makes great use of the viewing experience. Rich high res images with a simple scrolling interaction makes for pleasant and informative viewing. And then there's Tweetdeck. Yum!
All in all, I need more time with the iPad. It still feels a little awkward. Too big to hold in your hand and type, pointless without a stand which is not built in and rather limited in content made native for the device.
Will iPad be another revolutionary device? What is certainly true is that Apple will learn a lot from the early launch of this device. iPad 2 will resolve most or all of the real world testing issues. Time will tell but I certainly wouldn't bet against it.
(written, quickly, on iPad)
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Yes that is me at the front of the photo, and yes I am mad enough to be doing another marathon (although without an ironing board this time….)
In less than a week I shall be part of the EMC team running the Boston marathon. If you are feeling generous and would like to sponsor me I am running for the Michael Carter Lisnow Respote Center
http://www.firstgiving.com/mattbagwell
The mission of the The Michael Carter Lisnow Respite Center is to create a home away from home for children and adults with disabilities, a place that offers parents time off from the emotional and physical care needed by their children.
The Respite Center now provides intensive support services for families including daycare, after school care, adult day programs, overnight respite care, supervised residential placements and community employment supports.
Here is the interview I gave the Channel EMC team:
Some marathon runners wear special tee-shirts. Some wear funny hats. But one of this year’s EMC team members has run with an ironing board strapped to his back while grasping an iron in his hand—for charity. As far as he knows, Matthew Bagwell, Global Creative Director for EMC Consulting in the UK, is the first runner to complete the London Marathon in this manner.
Channel EMC: Tell us about your unusual running history.
Matthew: Well, it didn’t start with ironing. I started by running and progressed to triathlon and laterally to Ironman. For the London Marathon, I wanted to raise a lot of money for Sparks, a well-known children’s charity, so I leveraged a crazy fad that started in the UK in the late 1990s—“extreme ironing.” Guys carry ironing boards and irons while doing an already-dangerous sport, and at the finish, they iron a shirt. I adapted a rucksack to carry the ironing board while I ran and carried the iron in my hand.
Channel EMC: How did you do?
Matthew: It was a rainy day and I think I cried the last six miles, but I did it in 4:47. I raised $3,000, which my company Syzygy AG matched. I tried to get corporate sponsorship for the ironing board, but they didn’t want anything to do with it. They may have regretted it later, given the magazine coverage I got.
Channel EMC: Are you in the habit of doing crazy things?
Matthew: The thing is, I can’t resist a bet. Every year I do a London-to-Paris cycle with a group. For fun, I said I’d cycle the route naked. And once I said that, I couldn’t back down. Embarrassing is the only way I can describe it. It was freezing cold and some cyclists didn’t want to cycle with me. So I was the only naked cyclist in a group of clothed cyclists riding through the center of London at 8:30 a.m. I got to the ferry and that’s where the story should stop. And, yes, it was painful.
Channel EMC: What other charities do you support?
Matthew: The last three years I’ve done the London-to-Paris cycle for “Hope and Play,” which creates safe places to learn and play for Palestinian children. We’ve provided them with 100 laptops and built three playgrounds. We also bring hundreds of Palestinian and Israeli children to the beach together for swimming and kite-flying. In three years, we’ve raised $75,000 for the organization.
Channel EMC: You live in Brighton, of Brighton Beach fame.
Matthew: Brighton’s about 50 miles from London. I can run along the beach 10 miles in either direction. It used to have the only nude beach in the UK—by the way, that’s not why I took my clothes off to cycle. I’m not a nudist. In the summer we get a huge influx of tourists, but in winter it’s a lot quieter.
Channel EMC: Why apply for the staid Boston Marathon?
Matthew: I’m very goal driven. Otherwise, I’d spend a great deal of time eating lots of bad food and drinking lots of British beer. I thought Boston was for a good cause and I had never run it, but mainly it gave me a goal. I’m also looking forward to wearing the appropriate attire—a Respite Center jersey this time.
“I love a challenge! I always bring a positive spirit, encouragement, and leadership to any team that I am in—especially around sponsored events. I’m there to help others with advice or on the day. I take time to make sure we are as strong as the weakest link rather than competing. And I always add a twist.”
—Matthew Bagwell
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When we had our 2010 trends evening at the beginning of the year, one of the trends to watch was Augmented Reality – presented on the evening by Cyrus Gilbert-Rolfe from EMC Consulting.
I’d imagine most of us have seen the mobile apps that are based on one of the interpretations of this technology – layering information over the real world. Nearest Tube from Across Air is a fine example. While it might seem a bit gimmicky for a seasoned Londoner, it is very useful when you’re located in another city you are far from familiar with.
http://www.acrossair.com/apps_nearesttube.htm
Personally, I like the very simple examples (I would wouldn’t I?) that give you one of those “hmmm, that’s clever” moments. For example, if I do a directions search on my iPhone and then press ‘BUS’ as the mode of transport, the bus number and the next arrival time at the nearest bus stop is displayed, over the map. It seems so obvious and it adds real value.
Nevertheless, some people decry Augmented reality as faddish. I think that’s premature and believe that we are just beginning to scratch the surface of its potential. Certainly geo-location and its usefulness in exchanging information – including marketing – is something we are increasingly discussing with our clients.
Augmented reality is only one facet of this trend. In fact, Virtual Reality, perhaps considered by many to be the plaything of gamers and second lifers, has for some time had commercial applications albeit not so obviously in the public eye. Not surprisingly, much of this technology has been driven by military investment. What’s changed is that access to the hardware and software to make virtual reality viable is now far more affordable. And a generation of gamers are now part of the mainstream workforce. There’s true potential in bringing gaming psychology and techniques like MUDs (multi-user domains) into commercial and domestic contexts.
With this in mind, I’d like to invite you to the next Fantastic Tavern to explore the potential of what I call ‘Realities’.
I want to cover a broad range of themes in our evening together and so once again, I’ve invited some great people to help me. I’ll name them later but what they’ll cover will include:
· Definitions, context and opportunity – what is it, what’s working and what’s not?
· Geo location – what’s happening in the mapping industry today and whats next?
· Space – the final frontier. (Sounds a bit Star Trekky doesn’t it? And for very good reason. There will be a live prototype of the Holo-deck – you DO NOT want to miss this
· Developing realities – key learning from the coal face
Of course, the best TFTs are the ones that involve you so we’ll have an interactive session to boot. However if you have a specific area of expertise in this space (no joke intended), I’d be interested to hear from you.
Date: Thursday 29th April
Time: 6:30pm for a 7pm start
Venue: Katzenjammers, The Hop Exchange, 24 Southwark Street, London SE1 1TY
To attend please email michelle.flynn@emc.com
And yes, there will be beer and sausages. Please book quickly as we have a maximum of 75 spaces this time.
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