Slides from the talk I got to give at WebVisions in Chicago on September 25, 2014. Video: https://vimeo.com/107335294

1. By Dan Klyn from
BECAUSE MCLUHAN

3. Abby Covert • @abby_the_IA • 2014

4. 1989

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6. STRUCTURAL INTEGRITY
OF MEANING
ACROSS CONTEXTS
Jorge Arango • @jarango • 2013

8. The Medium Is The Message

9. 1967

10. I don't necessarily agree with
everything that I say

11. As Tom Wolfe has aptly inquired,
What if McLuhan is right?
Suppose he is what he sounds like—
the most important thinker since
Newton, Darwin, Freud, Einstein and
Pavlov?
The Playboy Interview:
Marshall McLuhan,
Playboy Magazine
March 1969

16. The Medium Is The Message

17. 1964

18. the content of a medium is like the juicy piece
of meat carried by the burglar to distract the
watchdog of the mind

21. GIVE PEACE A CHANCE

22. our conventional response to all media,
namely that it is how they are used that
counts, is the numb stance of the
technological idiot.

24. media = environment

25. any understanding
of social and cultural change is
impossible without a knowledge of
the way media work as environments
- Marshall McLuhan + Quentin Fiore, The Media is the Massage

28. !
!
DOES THIS MATTER?
You get to pick
or influence
the medium
http://becuo.com/mlp-base-filly-unicorn

29. !
DOES THIS MATTER? !
You don’t get to pick
or influence
the medium
http://becuo.com/mlp-base-filly-unicorn

30. Source: Langr Software Solutions

31. inherencies

35. inhere

39. media
!4 LAWS OF

40. media
!4 LAWS OF

41. enhance
media
!4 LAWS OF

42. enhance
retrieve
media
!4 LAWS OF

43. enhance
media
!4 LAWS OF
retrieve obsolesce

44. enhance reverse
media
!4 LAWS OF
retrieve obsolesce

46. Enhances:
scope and density of
what we can talk
about together in real
time

47. Enhances:
scope and density of
what we can talk
about together in real
time
Retrieves:
dirt + stick

48. Enhances:
scope and density of
what we can talk
about together in real
time
Retrieves:
dirt + stick
Obsolesces:
chalkboard

49. Enhances:
scope and density of
what we can talk
about together in real
time
Reverses:
into documentation
Retrieves:
dirt + stick
Obsolesces:
chalkboard

50. Enhances:
scope and density of
what we can talk
about together in real
time
Reverses:
into documentation
Retrieves:
dirt + stick
Obsolesces:
chalkboard
Cool

51. 1967

52. 1967

54. Enhances:
ability of
stakeholders to
consider what
might be good to
do

55. Enhances:
ability of
stakeholders to
consider what
might be good to
do
Retrieves:
architect’s
maquettes

56. Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do

57. Reverses:
into specification
Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do

58. Reverses:
into specification
Retrieves:
architect’s
maquettes
Obsolesces:
documentation
Enhances:
ability of
stakeholders to
consider what
might be good to
do
Cool

60. Enhances:
ability of designers
to specify how a
thing will be built

61. Enhances:
ability of designers
to specify how a
thing will be built
Retrieves:
engineer’s
“working drawings”

62. Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built

63. Reverses:
into the actual
product
Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built

64. Reverses:
into the actual
product
Retrieves:
engineer’s
“working drawings”
Obsolesces:
design “comps”
Enhances:
ability of designers
to specify how a
thing will be built
Hot

67. mutual
occlusion

73. WHAT
HOW

74. HOT
COOL

75. Mobile UI Wireframe by Siska Flaurensia
Wireframes for sticker app by Jordan Price
Some sketches by Jordan Little
iPhone 6 Idea Sketches by Luke Zammit
UI Wireframe Sketch by Chris No

77. enhance reverse
wireframe
retrieve obsolesce

78. enhance reverse
sketch
retrieve obsolesce

79. enhance reverse
retrieve obsolesce

80. BIG PAPER

81. Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

82. Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
Retrieves:
stained
glass
windows
BIG PAPER

83. Retrieves:
stained
glass
windows
Obsolesces:
boardroom
projector / jumbo-tron
TV
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

84. Reverses:
into
billboard
Retrieves:
stained
glass
windows
Obsolesces:
boardroom
projector / jumbo-tron
TV
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
BIG PAPER

89. wireframes big paper

90. !DO THREE THINGS
!
1. Be Perseus, not Narcissus.
!
2. Consider the not-necessarily-connected–ness of
message and media.
!
3. Align medium and message (and temperature),
then set everybody’s expectations accordingly.

91. @UNDRSTNDNG
@DANKLYN
understandinggroup.com

92. @UNDRSTNDNG
@DANKLYN
understandinggroup.com