Tag Archives: strategy

Remaking the Museum for the 21st century

reviewLogoBlock-1Several months ago, Robert Fogarty asked if I wanted to contribute something to a special issue of The Antioch Review called “The Future of Museums.”

I did! It’s been years since I worked at the Royal Ontario Museum and this was my opportunity to see if anything I’d learned in my career as a consulting anthropologist might serve as a way to think about the future of these precious but challenged institutions.

Here are the opening paragraphs of the essay. (The full text may be found in the issue now on the stands [Vol. 74, No. 2, Spring 2016]. You should be able to buy the issue here soon.)

Remaking the Museum for the 21st Century: A Hakluytian opportunity
Grant McCracken

When I became the director of the Institute of Contemporary Culture at the Royal Ontario Museum, I was a young man and naïve on virtually every count. I see that now.

If anything could save me, it was that I was recently graduated from the University of Chicago’s Department of Anthropology. This program acted on its graduates like a seminary or a yeshiva. We entered the world with our eyes on fire. I thought I knew exactly what I was doing and, more particularly, what to do. My task, as I saw it, was to make North American culture course through the museum. It was to capture the contemporary world in archives and exhibits.

This was not quite the way the museum saw my task. The Institute (ICC) was an expedient designed to address the Museum’s (ROM) most pressing problem. The membership was dying. The average age was 60-something. Once a great center of life in Toronto and Canada, the ROM needed institutional rescue. Broaden the audience, that was the thing. But broaden the idea of culture? If you must, but really, on second thought, please don’t. The ROM was as ambivalent as I was naïve.

In the intervening 25 years, my career has taken me out of the museum and then out of the academic world altogether. This essay represents an elliptical return, a fly-by that enables me to bring things learned in the “deep space” of the consulting world to bear on the museum world that has in some ways always remained my sun.

The news from this perspective is both grim and heartening. Let’s start with grim.

My argument is that some museums might wish to turn their powers of observation on the future. They could make themselves a little like Richard Hakluyt. Hakluyt (1552-1616, pronounced “hak-loot” and “hak-light”) was an Elizabethan chaplain, a private secretary, and a deeply curious man who applied himself to a particular task: knowing everything one could know about the new world and how to get there.

Here’s the nub, or a nub, of the essay:

And this is where the museum comes in. The museum could make itself a center for gathering intelligence, quizzing explorers, assembling reports, and collecting maps. It could be the place people go to see the future and more specifically their organization’s future. It could build a system of knowledge about the future where others are now “spectacularly casual.” The museum has a Hakluytian opportunity.

Making systems of knowledge is the museum’s traditional brief. To be sure, the Hakluytian system doesn’t look much like the Victorian one. But then the Victorian mandate is well in hand. Our knowledge of natural history, while incomplete, is extensive and intensive. So is our grasp of human cultures and especially their material cultures. I don’t believe the museum world has ever identified these as the only systems of knowledge that matter. We could embrace a post-Victorian mandate and go a step forward. Two steps actually. The first of these is to build a systematic understanding of contemporary culture. The second is to make a window on possible futures, staffed by smart people and furnished with good ideas.

Bud Caddell

Whenever I have the chance to talk to Bud Caddell, I take it. This’s because while I know the future is badly distributed (in Gibson’s famous phrase), I fervently believe it must be somewhere in the near vicinity of Bud Caddell.

In this 10 minutes of interview, Bud talks about the following things

00: 37:00 mark (~) that with his new company Nobl Collective, he is learning how to configure the culture inside a company to articulate it with the culture outside the company.

00:58:00 the digital disruption changes these things in succession

  1. culture
  2. how brands communicate
  3. how products are made
  4. the teams within the organization

1:39 On joining the world of advertising and why he left.

3:43 the thing about that very famous Oreo campaign (that it took 6 different agencies, and a lot of money). This was not the “safe to fail” experiments the world now holds dear.

4:20 companies are having to learn to both optimize and futurecast, and that these are opposing challenges.

6:00 there is a tension in the corporation between pushing the innovation team too far away or holding it too close. (Amazon is the case in point.)

6:43 Nobl believes that companies take human choice away from teams. The point of Nobl is to restore that choice.

10:20 Bud is concerned that, all the noise to the contrary, we are actually moving away from small startup entrepreneurialism. Bigness is not dying, it’s once more on the rise.

11:56 Bud is concerned that with this culture inside, the culture outside (i.e., American culture) could narrow and something like a 50s monoculture

11:18 organizations are inclined to treat employees like errant children or robots. The point of the exercise find their strength, not assume their weaknesses. Give them autonomy. (Because they can’t navigate the future, they can’t create value, without that autonomy. My words, more than Bud’s. Sorry!)

??:?? Nobl aims to construct core teams with 4 properties

  1. customer obsessed (prepared to “leave the building” to find out more
  2. closely aligned with one another
  3. autonomous, free to discover an idea and test it
  4. organized by simple rules

Thanks to Bud for the chance to chat.

I am hoping to do more of these interviews. My assumption is that we are all works in progress working on a work in progress in a work in progress, and that to listen to one another as we configure works1, works2 and work3 is interesting.

One last note on method. This interview might stand as a grievous example of “leading the witness.” I was shocked when listening to it again to hear that my questions were more about me and less about Bud. Yes, you have to start somewhere. And yes, inevitably you are going to speak from what you know. But the very point of ethnography and the thing it does so well is to discover things you don’t think and hadn’t ever thought to think. It’s always a chance, more vividly, to get out of our heads into that of the respondent. Or to put this another way, I was insufficiently curious in this interview.



Artisanal Trend Timeline

I gave my Culture Camp in London last week.  I feel a little like a peddler producing my new array of household cleaners and brushes.   “Here’s a lovely notion no planner or strategist should be without!”

Here’s one slide that people seemed to find useful.

Artisanal Trend Timeline G. McCracken II

(Apologies if WordPress compresses this slide too much.  Try clicking on it for a larger view.)

The idea was to show trends in motion.  The events picked out in blue represented the pre-artisanal era, the period in which we liked our food fully industrial and the more artificial the better.

(In Camp, we talk about all the machinery perfected for the war effort applied in the late 40s and 50s to food, and the great explosion of prepared food and fast food brands, including of course Tang, that utterly artificial foodstuff endorsed by astronauts!)

Then the reaction, the repudiation, of artisanal food begins with the counter culture and the emergence of the person who was to be the goddess of the new movement, Alice Waters and her restaurant Chez Panisse, the one that was to prove the beachhead of the new movement.  Waters and CP brought a new idea into the world and then sent a diaspora of chefs and enthusiasts who went out into the world to colonize it in the name of the artisanal.

And then comes the reaction to the reaction.  Those events picked out in green are harbingers of the new, as new innovations and inclinations rise up to propose new approaches to food.  This is not to say the artisanal trend will disappear.  Some of its transformative effects have changed us forever.  But a new perspective will emerge, and it will set in train a great revolution in chefs, restaurants, TV shows, cooking magazines, and food culture generally.  And it will change the way we are eating in a decade or so.  At this point, all we have are “faint signals.”

As readers of this blog now, I am looking for more sophisticated ways of looking at culture.  We need these devices if we are to make sense of the great turbulence of our culture.  But I think they also help us clarify culture for clients for whom it is mysterious.  I think this Artisanal Trend Timeline is a good way to say, “Ok, here’s the bigger picture.  This is why we believe you should be primed to launch product X at moment Y.”

If you are interested in attending the Culture Camp, please let me know at grant27ATgmailDOTcom.  The next one will be in New York City possibly in the late summer.

If you want a high rez version of this slide, send me an email at the same address.

Midori House: a culture accelerator


Intelligence gathering, pattern seeking, culture watching, early warning wanting, this is the name of the game for everyone in the creative space.

But it is one thing to gather this knowledge, and another to put it to use.

One interesting case study here is Midori House, which I visited last year.  (I am rolling it out now because I am on the road and serving up topics I have written about but not yet posted on.)

“Being Tyler Brule is a full time job,” says the intern, with a touch of irritation.  Tyler Brule (pictured) is the head of Monocle and Winkreative, this kid’s boss, and a man not to be crossed.  I wonder if the intern understands what this indiscretion could cost him.   Or perhaps, young and impossibly handsome, he just doesn’t care.

The intern is giving me a tour of Midori House.  It stands in a London courtyard, about 90 feet long, 40 feet wide, and five stories high.  It’s about the size of a  ferryboat or small cruise ship.

I am here to be interviewed on the Monocle radio station.  This surprises me because I thought Monocle was a magazine.

And Monocle is a magazine, quite a famous one, in fact.  But it is also a design studio, advertising agency, strategy consultancy, and, yes, a radio station.   Typically, we see these 5 functions spread over 5 separate companies.  Bringing them altogether into so small a space would, in the old days, have brought a charge of indecision or promiscuity.

These days it’s a smart thing to do.

All of the Monocle bits and pieces run on the same thing: a knowledge of, and a feeling, for the state of our world.  Indeed, I found myself wondering if there was a pipe in the basement through which intelligence comes pouring into Midori House.

Let’s say someone in the design house is working on a project for Burberry, the clothing brand.  They go to the basement and pour off a pint size container called “the latest thing in luxury clothing.”  Someone working for the ad agency is looking for information on the way housewives think about breakfast.  The pipe provides here too.  The book review man for Monocle, is always on the look out for new books but for that great cloud of ideas and sentiments that make our culture now.

It sounds a little complicated, but there is a big idea here.  In fact, Monocle has found a way to maximize its return on investment.  What flows in from that pipe is used 5 times, as design, advertising, strategy, print on the page and words in the air.   Everything it learns, it turns to advantage.  If the print client doesn’t want something, the strategy client will.  And sometimes, a single understanding of the world pays off in all 5 of the Monocle faces.  And that, ladies and gentlemen, is what you call a robust ROI.

And this is no simple “pass through” model. Monocle accelerates what it learns.   Inevitably, the people designing for Burberry end up talking to the ad people.  The ad people reply with their latest learnings.  And everyone listens to Dan, the book reviewer, because he knows what’s happening in the world of arts, letters and ideas.

And together the Monocle team members multiply their knowledge until Midori House rises on a tide of intelligence that may not exist anywhere else in London.  And this is a city famous for its sensitivity to the new.  London is filled with watchers of culture and makers of culture, people trying to divine and deliver the new.  Accelerators of the Midori House kind, there could be something to this.