neilperkin
@neilperkin
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Founder of Only Dead Fish. Author of 'Building the Agile Business' and 'Agile Transformation'. Curator of Google Firestarters. Speaker, consultant, facilitator
London
Joined March 2008
You can follow me on Threads here and LinkedIn here and I share writing and links via my newsletter here
threads.com
372 Followers • 0 Threads • Founder of Only Dead Fish. Author of 'Building the Agile Business', 'Agile Transformation' and 'Agile Marketing'. Curator of Google Firestarters. See the latest...
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It's a real shame to leave behind connections that I've made over 16 years but I hope we can connect again over on Threads and LinkedIn.
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Twitter is sadly now a toxic mess that actively promotes misinformation so whilst I may still occasionally share the odd thing here, I'll be focusing much more on Threads, LinkedIn and my newsletter community.
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Fish Food: Episode 609. The power of common knowledge, marketing to gamers, SearchGPT, Nike's value destruction, AI Friends, AI and advertising and Startup Playbooks
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A post about the difference between shared knowledge and common knowledge and the power of the latter in driving sustainable change
onlydeadfish.co.uk
I liked Ian Leslie’s review (from a few years ago) of the book Rational Ritual, by Michael Suk-Young Chwe, which focuses on an intriguing aspect of ‘common knowledge’ which Ian summarises thus: ‘For...
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My thanks to James for some brilliant insights. For the full playlist you can see all the episodes (all 49 of them) here
youtube.com
Firestarters focuses on the areas of challenge and opportunity in the advertising and media industry in the UK and further afield. We'll be interviewing some...
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There's a fascinating perspective on how gaming is maturing and how that's opening up new opportunities, on co-creation and working with developers, and why the Metaverse doesn't exist, but 'metaversal activities' do.
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We talked about ways of understanding gaming environments, the range of techniques available and examples of campaigns that have been strong on both creativity and gamer engagement.
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I loved James' provocation that marketing to gamers is both 'brilliantly easy and stupidly difficult' - he talks a lot about making choices around the depth of engagement that you want and the different approaches that that requires.
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A brand new episode of Google Firestarters is now LIVE, and I'm delighted to say that it's with the brilliant James Whatley from the LEGO Group, talking about effective marketing to gamers
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This is a useful idea. Businesses have to make trade offs in strategy an execution all the time yet the broad reasons for why one thing is prioritised over another, or what impact individual contributions make, is rarely explained.
Seemingly obvious but not always applied idea that "everybody in your business should know how it works". Hard to overstate the impact on a team of having the hows & whys of the biz explained for the first time. Immediate drastic increase in alignment & commerciality
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A post about 'Emotion A.I.' which is either an exciting new frontier in digital marketing or a slightly terrifying privacy nightmare. You decide.
onlydeadfish.co.uk
A post on the potential for AI's to read your emotions and adapt content on the fly to improve engagement or impact
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Fish Food: Episode 608. Cognitive diversity as a superpower, consultants as the winners from AI, the Digital Marketing hype cycle, 'share of model' and the future of strategy
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A post about cognitive diversity based on reading Matthew Syed's book on Rebel Ideas, which makes a compelling case for why diversity in perspective in like a superpower in a complex world
onlydeadfish.co.uk
Greater cognitive diversity has been proven to enable teams to solve problems faster and better. Here's a way to turn that into a superpower
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This is nuts. According to this NYT article around 40% of McKinsey’s business this year will be generative A.I. related
nytimes.com
Rattled by tech’s latest trend, businesses have turned to advisers at Boston Consulting Group, McKinsey and KPMG for guidance on adopting generative artificial intelligence.
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Understanding the context for decision-making and the response required is one of the most undervalued skills in leadership (and strategy) IMHO. This is one of the most useful ways I've found of contextualising this.
onlydeadfish.co.uk
Why context is everything when diagnosing problem domains and defining responses and approaches to develop solutions
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Fish Food: Episode 607 . a brand new edition featuring the three types of problem in the world, OpenAI's new model, how our collective brain is ageing, 95 slides on trash, and Volvo for Life.
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'In modern marketing, signals and statistics are both abundant and immediate and suggest that marketing outcomes are predictable - this is a deeply flawed idea'. This is an excellent column from @faris (no paywall at time of sharing)
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Some key takeouts from @SamConniff's brilliant insights into navigating uncertainty, taken from the most recent Google Firestarters episode
onlydeadfish.co.uk
Some brilliant advice from Sam Conniff on how to successfully navigate uncertainty and unpredicatble environments
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