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Imagine There Are No "Websites", Now Create A Website - David Merrill & Siftables

Imagine There Are No "Websites", Now Create A Website - David Merrill & Siftables | Design Revolution |

Websites Are Dead Men Walking
At our Startup Factory Funded startup Curagami ( we've been thinking about the end of tactical marketing. When we were helping The Man make millions online we could do so with TACTICS.

When our team was 2% better at SEO, PPC or email marketing we made millions. "Catch up" time, the time it took competitors to zero out the tactical advantage, took a long time. Sometimes we had YEARS on tactics such as content marketing.

We started content marketing in 2003 and NO ONE CARED until about 2010 / 2011. Oh, our traffic, the traffic that comes from Google, is related to our content. Whoops, okay NOW we care.

As websites become more mission critical in all companies the time an elite priesthood can have a tactic to themselves is shrinking fast. Now extend our thinking about tactics and you begin to understand why the web of boxes, borders and "sites" is so OVER.

As social media scales our loyalty is increasingly to EACH OTHER. Think of how your life changes as your personal network scales:

* Search less, ask more (ask friends, followers and friends of friends).
* Consume less, collaborate more.
* Understand MORE & FASTER.
* Curate More Than Create.
* Engineer, Quant and Artist.

NOW, imagine how you DESIGN a non-website website. Here are some things you will need:

* ASKS are legitimate ONLY in a sea of legitimacy (create that).
* Collaboration depends on EASE and TRUST (get those).

* Images, Copy, Navigation & Social ARE THE SAME THING.
* Leave ROOM for their notes (user generated content).
* Curate more than you create.
* Create Siftable-like "blocks" & relate them to each other & US.

That last bullet is where artist (web designers), engineers (programmers) and quants (data analysts) collide to create an artistic experience capable of correcting itself via flexible business rules and "on call" creative.

Now imagine how to TEST in such a dynamic POOL of content, curation and near real time reactions (thanks to the social / mobile web). Today we test and validate conclusions. The orange add to cart button beats the green button.

Tomorrow we test POSSIBILITIES. Once we test "possible" Multivariate testing wins. Once MVT testing wins you MUST mashup a cross functional team (designers, quants, marketing) because A/B testing will be to static and yesterday's news.

What about you? What do you think is next in web design?

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"Had Script, Needed WARRIORS" - 30 Lessons In Creativity via Jodorowsky's Dune

Greatest Film Never Made
"What is he purpose of life," the director Jodorowsky asks in this must view documentary film for any creative, "to create a soul". The amazing creativity and vision of El Topo's director is shared in a series of linked stories.

Much like any creative's mind, this film flies between the surreal, heroic, mystical and crazy. Stories about Orson Wells and Pink Floyd are rich in "sounds true" detail, but pales in comparison to the "I can't type that fast" advice shared.

Advice such as:

* Be all in.
* Be a prophet.

* When it comes to missions THINK BIG (something important for humanity).
* Start with clear ideas, but find and respect "light of genius".
* Challenge people to find their best.
* Give Morning Motivation speeches.
* Your VISION should become OUR IDEA.
* OUR Ideas become art.
* When you think you are looking at a rock its an object & vice versa.
* Lucky enough to meet a prophet FOLLOW HIM.
* Be supportive of others.

* Transport people. MOVE THEM.
* Look for and work with WARRIORS (life is too short for anything else).
* Imagine and then imagine again.
* No such thing as "too far".
* Let the work rule.
* One man's obsession is another man's art.
* MOTIVATE others.

* If you can Seduce Salvador Dali DO SO.
* Create enigmas.
* If chance puts Dali at your hotel, send him a strange note.
* When you find a clock in the sand discover who lost it.
* Create MOVEMENTS and ART with your life.
* If Dali asks you for a helicopter, GIVE IT TO HIM.
* Dali gets you Giger, Giger gets you Magma (and so on).
* If you can get a meeting with Mich Jagger, TAKE IT.
* If Andy Warhol invites to the FACTORY, go there.
* Plan everything, Plan Nothing (chance).
* When you see Orson Wells in a Paris restaurant, send wine.
* Live a EULOGY Life not a Resume Life.

That last bullet picks up on a great David Brooks TED Talk I wrote about on LinkedIn yesterday: 

Hope you are living a Eulogy Life. Jodorowsky sure did. I had to be shoved kicking and screaming on the Eulogy train by the Big C. Glad I got on this train even if it turns out to be the last train from Clarksville :). M

Are you a "plural being"?

Martin (Marty) Smith's insight:

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