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Drew Smith: ethnographer, strategist and host of Rising Minds

CreativeMornings/London Interviews: Rory Sutherland

To attempt an introduction to Rory Sutherland is to risk seriously underwhelming his legion of followers, not to mention the man himself.

So in the interests of avoiding disappointment, we’ll keep it brief.

Testament to the fact that being written off as a crap graduate is no barrier to stellar success, Rory’s contribution to the world of advertising and its move into the digital space is the stuff of global renown.

Currently vice-chariman of Ogilvy UK, he’s as fervent an advocate of getting the small stuff right as he is luke-warm on the preponderance of crap strategy. We can’t wait to be held in thrall by whatever he choses to hold forth on or, indeed, whatever he choses to wear.

Making sure you set your alarms for 11am on Monday the 19th of November and head to our Eventbrite page for tickets. You wont want to miss this.

CreativeMornings/London on Friday November 23rd is generously sponsored by Carat and will be held in The Johannes Gutenburg Room, 10 Triton Street NW1 3BF London. The nearest tube stations are Regents Park, Great Portland Street, Euston Square, and Warren Street.

Where do you go when you need to concentrate?

A cafe or train – you are undisturbed, but benefit from the stochastic resonance of background noise.

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Strategist ≠ WTF

I come from a design background.

I work across the worlds of communications, branding and business strategy.

It’s pretty easy for people to get confused about what kind of beast I am.

Hell, sometimes -when coffee is conspicuous by its absence- even I get confused.

Thankfully Peter Thomson over at The Economics of Innovation did a vox pops with his strategist mates, helping set everyone straight about just what it is that we do.

 

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Quote of the day: Of Apples and Peugeots

“The [Peugeot] 505 is a saloon with quite a pleasant appearance, quite efficient engines, quite comfortable seating, quite nice steering and a quite reasonable price. And it is quite well constructed. So, you might say it was merely average. But can it really be that simple? Have Peugeot in fact, played a very clever game where, instead of dazzling us with technology or breathtaking styling, they have decided to woo us with understatement of the profoundest kind?”

Archie Vicar, Automotive Journalist, writing in The Monthly Car Review in October, 1979

The iPad is a tablet computer with quite a pleasant appearance, a quite efficient processor, quite comfortable physical dimensions, a quite nice user experience and a quite reasonable price. And it is quite well constructed. So, you might say it was merely average. But can it really be that simple? Have Apple in fact, played a very clever game where, instead of dazzling us with technology or breathtaking styling, they have decided to woo us with understatement of the profoundest kind?

Given how often I talk about the intersection of automotive design strategy and a generation of kids more interested in their iPhones and iPads than cars, how could I not repurpose the wonderful Mr. Vicar?

And on a similar but different tack: having comprehensively lost their way stylistically, Peugeot would do well to revisit Archie’s observation because it neatly sums up what made the brand so loveable.

Apple, on the other hand, clearly needs no such advice…

About DownSideUp Design

I'm Drew Smith and I'm an ethnographer and strategist. By day I shape culture and strategy at Westpac. By night I sleep (mostly). And once a month, I help teams host an event called Rising Minds in London, New York, Toronto and Sydney.

DownsideUpDesign is a place for me to collect stuff that I like, often love and sometimes hate for safe keeping. All views represented here are mine and mine alone and do not represent those of anyone else.

Get in touch at drewpasmith (at) gmail (dot) com or tweet me (@drewpasmith) to rant, contribute or collaborate!

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© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.