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SheSummits 2016 program
- 2. SHESAYS DENVER PRESENTING SPONSOR SHESUMMITS CONFERENCE SPONSORS SHESAYS DENVER SPONSORS
- 3. INSPIRATION
- 4. INSPIRATION #SHESUMMITS16 ERIN JACOBSON Designer, Tres Birds Workshop MARY BETH MONTGOMERY Creative Director, Formerly at Virgin Pulse MELANIE TAYLOR VP Content Strategy, Inspirato
- 5. Designer, Tres Birds Workshop Erin JACOBSON
- 7. Design Prompt: “Design a museum focused on Oregon ecology.”
- 18. You can try your hardest to capture the feeling of being of there – but no photo will ever compare to actually being on a summit or being ona trail. “
- 21. Lisa Congdon STOP THINKING, START DRAWING
- 28. 1
- 29. 2
- 30. 3
- 31. 1
- 32. 2
- 33. 3
- 34. 1
- 35. 2
- 36. 3
- 38. CREATIVE & BRAND DIRECTO
- 44. 1 CREATIV E BRIEF MY PROCESS: NAMING 2 SEED WORDS 3 APPLY INSPIRATI ON • Never skip! • Gets all aligned • Blueprint for the brand • Listen! • Common themes emerge • Create list • Be systematic • Mine the internet • Don’t fall in love!
- 45. What are the qualities of a great brand name? • Suggestive • Meaningful • Evokes imagery • Has legs • Emotional • Broad enough • Interesting • Easy to say • Relevant
- 46. VICE PRESIDENT CONTENT STRATEGY, IN Melanie TAYLOR
- 52. #SheSummits16 @melaniegt Just as people with different backgrounds solve problems better
- 53. #SheSummits16 @melaniegt You can become inspired by stepping outside your everyday world.
- 54. #SheSummits16 @melaniegt Or even by looking closer inside your world.
- 56. QUESTIONS
- 57. EXPERIMENTATION
- 58. SheSummits: Experimentation A few truths and a dare
- 59. EXPERIMENTATION #SHESUMMITS16 MORLEY MCBRIDE Founder, More Creative By Design MEREDITH OLSEN Program Manager, smith & beta
- 60. A talent development and education company focused on helping employees get smarter in the digital economy. DIGITAL and WAYS OF WORKING #SHESUMMITS16
- 62. WE ASK PEOPLE TO GET EXPERIMENTAL #SHESUMMITS16
- 63. Employees Don’t Experiment 65% of survey respondents say that experimentation is the most important quality for the agency to improve upon #SHESUMMITS16
- 64. Carol S. Dweck, Ph.D.
- 65. So, we are here today to encourage you to get more experimental. Experimentation is much easier with the necessary mindsets in hand. #SHESUMMITS16
- 66. 4 TRUTHS + 1 DARE #SHESUMMITS16
- 67. Can you see the future? #SHESUMMITS16
- 68. An experiment is one of the few ways to gain knowledge you don’t already have #SHESUMMITS16
- 69. TRUTH #1: You must embrace the unknown. Uncertainty is certain. #SHESUMMITS16
- 70. Experiment: to try or test, especially in order to discover or prove something #SHESUMMITS16
- 71. Experiment: to try or test, especially in order to discover or prove something #SHESUMMITS16
- 72. “The most successful entrepreneurs don’t begin with the best ideas — they discover them.” – Peter Sims
- 73. #SHESUMMITS16
- 74. TRUTH #2: You can (and should) start small. Constraints are your friend. #SHESUMMITS16
- 75. What you’ve got is all you need #SHESUMMITS16
- 77. STORY 2 - digital paper
- 79. #SHESUMMITS16
- 80. #SHESUMMITS16
- 81. “A prototype is worth a thousand meetings.” – An IDEO saying
- 82. Small experiments help us find “small wins” #SHESUMMITS16
- 83. And “small wins” help us make change happen #SHESUMMITS16
- 84. And “small wins” help us make change happen #SHESUMMITS16
- 85. STORY 3 - digital video
- 86. Before
- 87. #1
- 88. #2
- 89. #3
- 90. #4
- 91. #5
- 92. #6
- 93. Now
- 95. Tiny steps
- 96. Tiny steps
- 97. Tiny steps
- 98. Tiny steps
- 99. Tiny steps
- 100. Tiny steps
- 101. Tiny steps
- 102. Tiny steps
- 103. TRUTH #3: You must repeatedly learn. Failing is just a dirty word for learning. #SHESUMMITS16
- 104. “If I find ten thousand ways something won’t work, I haven’t failed. I am not discouraged, because every wrong attempt discarded is just one more step forward.” –Thomas Edison
- 105. “If I find ten thousand ways something won’t work, I haven’t failed. I am not discouraged, because every wrong attempt discarded is just one more step forward.” –Thomas Edison
- 108. Your cheat sheet for experimental learning:
- 109. TRUTH #4: You won’t know… if you don’t try. Inertia is a stubborn little bugger. #SHESUMMITS16
- 111. WE DARE YOU… to commit to try an experiment at your very next meeting #SHESUMMITS16
- 112. Activity: We are going to design an experiment to make your next meeting more… (Pick 1) efficientfocused inspiringcollaborative
- 113. Getting specific: If you were successful at that goal, what behaviors or outcomes would you want to see? (List 2) 1. 2.
- 114. Buddy up: Find a partner and share your goal and desired outcomes. (2 mins)
- 115. Brainstorm:* Brainstorm (in your pair) 3-5 ideas how you might experiment around your goal(s). *Constraints: Your ideas must require <1 hr, <$100, and <3 people Consider designing small experiments around the following elements:
- 116. Commit: Pick one idea to experiment and fill out your Dare card. What are you going to try? When? And with whom? What are you looking to learn?
- 117. Buddy up: Find a partner and share your plan for your next experiment. (2 mins)
- 118. Capture Learnings: Remember to capture learnings from your experiments!
- 119. TRUTHS #1: You must embrace the unknown. #2: You can (and should) start small. #3: You must repeatedly learn. #4: You won’t know…if you don’t try. DARE: Get to it! Don’t over think it. Try something new at your next meeting, capture your learnings, and build. #SHESUMMITS16
- 120. Thank you! Morley McBride, moemcbride@gmail.com www.morecreativebydesign.com Meredith Olsen, meredith@smithandbeta.com www.smithandbeta.com #SHESUMMITS16
- 122. MAKING
- 123. MAKING #SHESUMMITS16 JESSIE DIXON Chief Operating Officer AMY MAHER Vice President, Product SARA MILLER Senior Director, People & Culture
- 124. Making: Havenly Disrupting Interior Design
- 125. Our Story • Founded in 2013 by 2 sisters • Joined as COO and Co-founder in June 2014 • Raised $13 MM in venture funding to date • 40+ people + hundreds of designers on platform • Goal: To democratize interior design
- 126. How we work
- 127. We Match You With Your Perfect Designer We use an algorithm to assess your style, and match you with a few of our trained designers. You choose your favorite.
- 128. Who Works With You Online You get two ideas for your space, and revisions (and designer time) to get the perfect design.
- 129. You Buy With Us You buy whatever you like from your design all in one place, all online, at the best price possible.
- 130. We Believe that Everyone Deserves a Beautiful Home Disrupting the interior design market • Pricing • Workforce • Vendors • Product and technology • Culture #SHESUMMITS16
- 131. Pricing – “Less than a dress” • Traditional service – hourly + markup • $199 per room • $79 for a mini • Free Design Quickie through our App
- 132. Workforce Pairing Excess Supply with Increased Demand • Attracting highly skilled but under-utilized interior designers • 75% of our designers have degrees in the field • Tools for remote work • Benefits: • Flexible schedule • ”Real design work” • Outsource back-office tasks
- 133. Vendors & Product • The complete “home” marketplace • Retail, trade, wholesale • Stocked, Custom • Keep your existing pieces • Design service provides confidence in the purchase
- 134. Making Havenly Evolution of a disruptive product
- 135. • Help clients clearly articulate their needs • Foster a personal relationship • Facilitate collaboration between client and designer People Want This Service - Now What? #SHESUMMITS16
- 136. Version 1: Choose your own adventure - phone or online
- 137. People hated this…
- 138. Version 2: Show, Don’t Tell
- 140. They Love It!
- 141. Our Mission: Become a Client’s “Design BFF” • Fostering the personal relationship • Reduce anxiety of taking offline world online • Promote brand loyalty and repeat purchase behavior #SHESUMMITS16
- 142. Not Everyone is a Phone Call Person
- 143. She’s real, we promise!
- 145. Make Giving Feedback Delightful and Easy!
- 146. Hypothesis: Clients will give helpful, constructive feedback if we provide structured examples of “negative” feedback and make the process more visual Path Forward: Always Be Curious • Refine the hypothesis with analogs • Review data • Client + designer interviews • User testing • Iterate
- 147. Making Havenly Team & Culture
- 148. Founders Passionate Doers High Growth Sustained Growth Stages of Startup Teams #SHESUMMITS16
- 149. What is culture? • How we work • What we value • The way we interact • What gets recognized & rewarded • What will make us win
- 150. Teams are made. Culture is articulated.
- 151. Ask the current team • How do they describe the culture? • What makes you proud to be on this team? • What values & attributes do you encourage? Survey Leadership • What are your strengths ? • What drives you crazy? • What sets you apart? • What do you value about the people around you? • What has made you successful? Gather Stakeholders • Where does everything intersect? • Where is the company going? • What has made the company successful to this point? • What will you need to grow? • Who do you want to work with? • Food, and drinks! How?
- 152. Exhibit Gumption Over Perform Act Like an Owner Stay Playful At Havenly We…
- 154. COURAGE
- 155. COURAGE #SHESUMMITS16 ALE LARIU Former Executive Creative Director, Frog Design | Founder, SheSays Global
- 156. ALE INTRO HERE
- 157. Today we covered INSPIRATION EXPERIMENTATION MAKING #SHESUMMITS16
- 158. Courage INSPIRATION EXPERIMENTATION MAKING COURAGE #SHESUMMITS16
- 159. Courage INSPIRATION EXPERIMENTATION MAKING COURAGE An Opportunity? #SHESUMMITS16
- 160. Courage to do what? change a habit? speak up? start a movement? to lead? #SHESUMMITS16
- 161. COURAGE AS A SIMPLE QUESTION What have you got to lose?
- 162. Acasestudy
- 163. Courage to change the status quo #SHESUMMITS16
- 164. ALE INTRO HERE product/service creation FROM: product/service messaging TO: LBi Agency Republic McCann Erickson & others frog design Courage to change your career
- 165. Courage to do what? change a habit? speak up? start a movement? to lead? #SHESUMMITS16
- 166. Courage to change vs courage to lead #SHESUMMITS16
- 167. Courage to lead
- 173. in your daily life this translates as (nothing screams leadership more than) Nothing screams leadership more than:
- 174. Empower your team - and allow for mistakes and controlled risks - progress vs perfection PRINCIPLE 1 #SHESUMMITS16
- 175. Listening and giving time PRINCIPLE 2 #SHESUMMITS16
- 176. Practice adaptive mentoring PRINCIPLE 3 #SHESUMMITS16
- 177. Courage to change
- 178. Grit PRINCIPLE 1
- 179. Be you PRINCIPLE 2
- 180. Have a vision PRINCIPLE 3
- 181. HERE’S MINE: redefine the way people connect and lead
- 182. What is yours?
- 183. What is yours?* * don’t worry I hadn’t figured out one I really liked until a year ago
- 184. WHERE TO START Building a creative vision is similar to building a brand platform
- 185. POSITIONING CORE BELIEF PROOF POINTS VALUES FUNCTIONAL BENEFIT EMOTIONAL BENEFIT WE EXIST TO
- 186. WHERE TO START Find a core belief
- 187. WHERE TO START Positioning: Define how you are different and what is unique about you
- 188. YOUR VISION What are you here to do in the world
- 189. WHY? It helps you build-up courage
- 190. ONE tangible thing that you can do today, to build up courage, is to create your vision
- 191. Let’s try!
- 192. Wrap-up
- 193. Thanks!
- 194. SHESAYS DENVER PRESENTING SPONSOR SHESUMMITS CONFERENCE SPONSORS SHESAYS DENVER SPONSORS
Hinweis der Redaktion
- Thank you very much for inviting me to participate in this incredible event. I’m honored to be here among this group of very talented and impressive womenn. A brief background on me: I am a creative director with a copywriting and photography background.
- I have worked for Virgin – until just a couple of months ago – for more than a decade. You all probably know Richard Branson & the Virgin brand.
- and the particular Virgin company I work for is in the digital health & wellness space. So it’s been my job, for almost 11 years, to motivate people to do what is very difficult to do: make healthy lifestyle changes, kick those bad habits and take better care of ourselves. Virgin Pulse is a B2B2C company, and as CD for the whole organization, I was responsible for a building and maintaining a consistent brand experience across all our customer touchpoints: from consultants to prospects to clients to our end users, or our version of consumers. What I’ll talk about today is both how my creative team and I would stay inspired to do this, and my process for a specific kind of creative endeavor that was a big part of my job.
- So how do I get inspired, and how do I inspire my teams? We’ll talk about my personal sources in a minute. As for my teams, we’d reserve a day a month for inspiration. Which is not to say that inspiration only came once a month, but that we focused on this, and only this, one day a month. Each person on the team would come with sources of inspiration to share, and would have to talk about 2 things: - Why that particular piece inspired them - How they might apply it to something that we’re working on Being applicable to a work project was not a requirement – I think that would have restricted their thinking. But I wanted to hear how they might take something that feels totally tangential to what we do every day and apply it. I can almost guarantee that if you’re inspired by something, anything, you will think of ways to apply what was most meaningful about it to your work. This is what my sources of inspiration look like, I find them everywhere. Everything from my favorite photographers of the everyman portrait, to UrbanDaddy’s copywriting, to the incredible storytelling of shows like Transparent (if you haven’t seen it, the first 5 minutes of Season 2 Episode 1 is storytelling at its finest), to how other creatives talk about their process, to the best data visualizations - I’m crazy for good infographics and consider them a high art form when done well - to, more specifically, what our competitors were doing (which in most cases was inspiring in that it wasn’t very good!) and what other Virgin companies were doing around the group. I’m crazy about Ad Age & Adweek’s curated lists, I start my day every day on Adweek, I look at award winners – webbies and clios and cannes lions - and lists,Top 10 Greatest Taglines of all Time, Top 100 Ad Campaigns of the 20th Century, Top 10 Digital Campaigns of 2015 – and it’s just this incredible onslaught of great work from all over the world.
- One of my very favorite campaigns that I ever created for Virgin was born out of an idea I saw from one of these “best of” lists, from New Zealand: Doggelganger was an award-winning marketing campaign by Pedigree Adoption Drive, and is “Human to Canine Pairing Software” which matches potential canine parents with adoptable shelter dogs around New Zealand in an effort to drive higher dog adoptions. And Dogged Pursuit was my version of that, which matches our users with virtual canine walking companions in an effort to drive higher physical activity rates and participation in our program. I don’t think this makes me unoriginal or bad at my job. I actually think it’s a great example of what I try to get my team thinking about: how can a piece of work, that inspired me, be applicable to what I have to do. I was charged with developing a campaign to get sedentary users off the couch, it needed to have a low barrier to entry and be engaging to a mass audience. So what pieces of Doggelganger can be applied: I didn’t want people to have to go out & adopt a dog to participate, that doesn’t meet the low barrier to entry requirement… but, ah ha – the matching component is so personal and fun and it can work if we do it virtually, and we pair you up not by what you look like but by your current physical activity levels and the known activity levels of the breed. A fun derivative of something that inspired me.
- Naming: My Process Now let me pivot a bit to my inspiration & process when it comes to a particular creative task: naming. I do a lot of naming projects: clients need a brand name for their new wellbeing initiative, we need a name for a new product or program or our new wearable device, even renaming our company. Good names require inspiration, and, as importantly, a good process. So, here’s the process that works best for me, very quickly: Start with a good, thorough creative brief. Which is sort of obvious, right, but never, ever skip this step. It assures that you and all your stakeholders are aligned, and it’s the blue print for your brand name. Prepare for this conversation to be a couple hours long. 2. Listen to your client - or whomever your stakeholders are - for common themes. There will be common themes. They will bubble up in almost every answer, and these are your seed words. “We want this brand to transform how our employees think about HR” “We want to contemporize the HR department with this” – transformative, modern. Descriptors. Identify them, create your list of seed words, with a good, thorough brief, you may end up with a dozen or so. That’s step 2. 3. The approach to the next step varies from person to person. I am much more of a loner, a solitary thinker when it comes to developing ideas for my name candidates. Some people love to brainstorm, I don’t. As long as you have your brief and your seed words, if you want to do this step as a group exercise, that’s totally cool. Systematically run your seed words, one by one, through an idea-generating engine called… the internet! Use it, ladies. Everything is right there. Take each seed word, start with the basics like thesauruses and word origins sites, look at lingo & jargon, glossaries of terms, imagery for those words, song titles, book titles, idioms, what the words mean in different languages – do this with ALL of your seed words from your brief. You’re going to start to build out this huge web of possibilities. Also, this is where all those sources of inspiration come into play. Read your favorite copywriters, read the New Yorker, read Slate, read “The Best Advertising Taglines of the 21st Century” lists, read stories about the origins of your favorite brand names - it can help you apply what’s very important, which is some sound creative judgement to this giant list of ideas that you have, and edit and finalize your first round of name candidates. I typically present a dozen or so in the first round, with some contextual examples.
- 4. You’ve delivered your first round. Awesome. Now, don’t just deliver the list and wait for feedback. Help your client EVALUATE them so it’s not just a battle of personal opinions. Which this stuff can absolutely be. There are qualities of good names that they must consider when selecting their finalists, and you can help (I imagine I’m out of time at this point, but if not, I will talk a little bit about each quality) I am happy to share this list of what to consider when evaluating a name, along with a good creative brief template for naming/branding projects, with anyone who’s interested. This was a really fast run-through, but a good process to apply on top of your sources of inspiration in a practical circumstance like naming.
- https://hbr.org/2014/11/sometimes-the-best-ideas-come-from-outside-your-industry
- We are thrilled to be here, especially as part of an afternoon series that includes inspiration, making and courage, as you will see these words will show up periodically today in our talk today - driving home the idea of how these topics naturally build off of and work with each other - And experimentation in particular can be defined in many unique ways so today we are going to present one interpretation, from the viewpoint of our daily work and give you some context for experimentation by demonstrating how extremely valuable it can be in the workplace, and offering some advice for getting started on your own experiments.
- In brief - : Digital is separated out here to note that this term often includes two areas - skillsets such as learning to add a keyword tag for your SEO or track online campaign metrics but it also has meaning as a “way of working”. We find that the digital mindset means adapting and responding to stimuli in real time, because the digital world has redefined expectations that were used to and those expectations are apt to change in an instant and change again.
- So in order to get up to become as we say “digitally savvy”, there are a few “digital mindsets’- iterative, collaborative, courageous and experimental, that you should keep in mind and that will help you to thrive when new opportunities present themselves - and this is exactly how we approach employee evolution.
- Here are a few examples - in each one of these instances, employees were asked to work with an idea - (much like the ideal meeting we had you think about earlier) and turn it into the first round of experimenting - which includes tinkering, collaborating, visualizing, making, and assessing the outcome. One example here was this team (on the left) putting together an idea for airbnb to expand its services and the shape of the box lead them to think of a city building with a rooftop. These particular steps allow creativity to flourish and reduce any sense of preciousness or expectations that the result will be good or not since the - The real challenge we is adopting these practices to become obvious and meaningful progressions for everyday uses - though that isn’t the only one!
- A slight caveat - Unfortunately, it isn’t as clear cut as it may seem - This is what we hear - this comes from data that we have collected from over 2000 employees at agencies and brands. So there is recognition on how important experimentation is, yet it is not practiced to its full potential. Why? - One thought can be attributed to research findings by psychologist carol dweck
- She coined the difference between a groth and fixed mindset. One of the main differences you will see articulated at the top of both sides - you wouldn’t be alone to feel more satisfied by a great job than a you can do better next time… BUT success in digital or in the modern business environment, requires the latter and experimentation is a way to practice and experience the sentiments so present in a growth mindset. There are many reasons, institutional and personal why it is easy to adapt a fixed mindset, but the fact is, sticking to what you know and giving up won’t lead to very successful or long lasting experimentation.
- ...and arm you with a new set of tools (truths) to do so. Now nice I just noted how experimentation can be tricky to fully embrace at first, no worries, Morley is going to use a very familiar game for most of you I imagine to demonstrate a concise framework for approaching your next experiment.
- Y’all have played Truth or Dare right? Okay, well this will be slightly different... I’m going share 4 truths and 1 dare with you. We’ll keep it clean, don’t worry. But to kick us off, I’m going to ask you one quick question and I want you to tell me the truth.
- [“NO!”]
- If you can’t see the future, then you SHOULD be experimenting all the time! Because an experiment is one of the few ways to gain knowledge you don’t already have. As Meredith introduced…. People find it really hard to experiment. We are reluctant to try new things out because of a variety of different reasons, the most prevalent one being fear. But what is really liberating about experimenting, is that you are not supposed to know any answers yet..
- So our first truth about experimentation is that you have to get comfortable with knowing that you don’t have all the answers yet. You have to embrace the unknown. We live in a crazy world that is moving more rapidly and more unpredictably than we’ve ever seen before. Whether it is the pace of technology, science or demographic shifts, much of what we thought we once knew is now in flux. The only certainty is uncertainty, and the more comfortable we are with working within that framework of change, the better.
- Experiments are the perfect tool for this, because simply put, experimentation is about trying something out -- to see how it goes -- and then reflecting and acting on the results.
- We can get caught up in the vision of experiments involving white lab coats and beakers, but Experimentation as we like to think about it is about taking action to DISCOVER something new.
- It is this element of discovery that leads us to interesting places, and occasionally unexpected successes.
- Google was born in 1997 to Sergey Brin and Larry page. Interested in creating a search mechanism that would help organize large amounts of information they experimented with algorithms, business models, features and the like to optimize their search results. It was only years later when they experimented with switching from their traditional fixed-fee banner ads to the auction-based system that allow advertisers to tie ads to specific search terms was there real revenue discovered. Today, the bulk of Google’s $75 billion revenue in 2015 came from its proprietary advertising service, Google AdWords. “In working through possibilities for doing so, their clever innovation was to realize that the best way to prioritize the results was to measure how many other citations referred to a source. In the academic world, work is often judged by the number of other papers or books that cite it. So, if you wanted to search for books about Joan of Arc, the Joan of Arc book that was cited the most by other Joan of Arc sources would appear first. This insight was the core of their now famous PageRank algorithm. Yet, even after they realized how powerful their search algorithm was and formulated their much more ambitious goal to “organize all the world’s information,” they still had not identified the company’s breakthrough revenue engine. Until 2002, most web advertising sales, including Google’s, came from banner ads that would appear at the top of search result pages. Prices were negotiated on a fixed-fee basis such that Google would price ad deals at, for instance, a million dollars and flash the display ad when it deemed appropriate. Borrowing an idea from a company called GoTo.com (renamed Overture), Google then created AdWords, an automated auction-based system that allowed advertisers to display ads next to specific search terms, such as “hockey” or “flowers.” This allowed advertisers to target their ads, while the auctions automatically set the exact price that the market would bear across millions of search terms. Within three weeks after Google made this change, the system had produced twice as much revenue as fixed-priced ads produced within that same period, to the great surprise of many, including CEO Eric Schmidt. Once AdWords became the company’s flagship product, Google’s revenue growth exploded. Page and Brin did not begin with an ingenious idea, but they certainly discovered one.”
- While we all can’t be Google developers and experiment at that scale, the good news is that with experiments… you can and should start small. Constraints are actually your friends here, forcing you to take action in manageable steps.
- What I mean by that is that we often think we lack the tools to experiment… (I don’t know how to code, I am not a scientist, I’m not that creative…) But that’s not true.
- All these examples took an hour or less, cost almost nothing, and involved a small team. What makes these examples so great is that the experiments were made tangible through lo-fidelity prototypes or props, that allow faster learnings.
- All these examples took an hour or less, cost almost nothing, and involved a small team. What makes these examples so great is that the experiments were made tangible through lo-fidelity prototypes or props, that allow faster learnings.
- Not only are constraints beneficial from a materials budget standpoint, but smaller experiments will help us find “small wins”, which are like stepping stones towards your larger goal. Small wins: Organizational psychologist Karl Weick (in a paper in 1984) refers to as “small wins.” Weick defines a small win as a ‘concrete, complete, implemented outcome of moderate importance.’ They are small successes that emerge out of our ongoing development process, and it’s important to be watching closely for them. Small wins are like foot-holds or building blocks amid the inevitable uncertainty of moving forward, or as the case may be, laterally. They serve as what Saras Saravathy calls ‘landmarks,’ and they can either confirm that we’re heading in the right direction or they can act as pivot points, telling us how to change course. p142 He uses the example of alcoholics, and says how helpful it is for them to focus on remaining sober one day at a time, or even one hour at a time. Stringing together successive days of sobriety helps them see the reward of abstinence and makes it more achievable in their minds. Weick writes, ‘Once a small win has been accomplished, forces are set in motion that favor another small win.” p142 “According to Weick, ‘a series of wins at small but significant tasks… reveals a pattern that may attract allies, deter opponents, and lower resistance.’ p148
- They help you build momentum, attract allies, and quiet nay-sayers and point you in new directions. Small wins: Organizational psychologist Karl Weick (in a paper in 1984) refers to as “small wins.” Weick defines a small win as a ‘concrete, complete, implemented outcome of moderate importance.’ They are small successes that emerge out of our ongoing development process, and it’s important to be watching closely for them. Small wins are like foot-holds or building blocks amid the inevitable uncertainty of moving forward, or as the case may be, laterally. They serve as what Saras Saravathy calls ‘landmarks,’ and they can either confirm that we’re heading in the right direction or they can act as pivot points, telling us how to change course. p142 He uses the example of alcoholics, and says how helpful it is for them to focus on remaining sober one day at a time, or even one hour at a time. Stringing together successive days of sobriety helps them see the reward of abstinence and makes it more achievable in their minds. Weick writes, ‘Once a small win has been accomplished, forces are set in motion that favor another small win.” p142 “According to Weick, ‘a series of wins at small but significant tasks… reaveals a pattern that may attract allies, deter oppoents, and lower resistance.’ p148
- We see the power of “small wins” not only in the business word but also in our own human nature. Take for instance, a monumental behaviour shift, like going from addiction to sobriety. Alcoholics Anonymous doesn’t claim to take you through that evolution in one step, they reward tiny steps towards your goal; building confidence, learnings, and trust, by the week, by the day, and by the hour. Small wins: Organizational psychologist Karl Weick (in a paper in 1984) refers to as “small wins.” Weick defines a small win as a ‘concrete, complete, implemented outcome of moderate importance.’ They are small successes that emerge out of our ongoing development process, and it’s important to be watching closely for them. Small wins are like foot-holds or building blocks amid the inevitable uncertainty of moving forward, or as the case may be, laterally. They serve as what Saras Saravathy calls ‘landmarks,’ and they can either confirm that we’re heading in the right direction or they can act as pivot points, telling us how to change course. p142 He uses the example of alcoholics, and says how helpful it is for them to focus on remaining sober one day at a time, or even one hour at a time. Stringing together successive days of sobriety helps them see the reward of abstinence and makes it more achievable in their minds. Weick writes, ‘Once a small win has been accomplished, forces are set in motion that favor another small win.” p142 “According to Weick, ‘a series of wins at small but significant tasks… reaveals a pattern that may attract allies, deter oppoents, and lower resistance.’ p148
- He learned from 9000 experiments before he got to the lightbulb.
- He learned from 9000 experiments before he got to the lightbulb.
- It’s easy to fail. It is harder to learn.
- It’s easy to fail. It is harder to learn.
- Problem we wanted to solve:
- Amy F Jordan E Chelsea Sy
- Goal Give designers the info they need to deliver a delightful, personalized interior design plan Challenges Clients do not “speak design”; designers are fluent Misinterpretation is rampant I’ll know it when I see it
- What we learned: The medium of communication (phone v. online) is not the problem Designers and clients do not speak the same language Clients like thinking about design and like sharing their opinions They should enjoy the onboarding process (via the online questionnaire), but they don’t The inputs limit expression and are designer-centric It’s, well, kind of fugly
- Average completion rate > 90% Clients provide very rich info when given the chance [I need Havenly to help me] create a chic, stylish living room that makes me say, "Ahhhhhh!" with space for family and friends to lounge and high quality (high-end looking) pieces that are durable enough to stand up to small children and their friends. The house is a ranch style house in the Santa Cruz Mountains. It was built in 1948 and has been remodeled by the taste of 60-year old couple (we are in early 30s). The house sits on 1 acre of land and is hot during the summer and cozy during the winters with fireplace on.
- Fostering the Personal Relationship Reduce anxiety of taking offline world online Promote brand loyalty and repeat purchase behavior Challenges Is this a real person? Does she get me? I hate my design but I don’t want to hurt my BFF’s feelings
- Goal A final design that the client loves is a win/win/win (client/biz/designer) Challenges Client has clearly articulated their needs, but the design still isn’t quite right Client and designer have developed a personal relationship, but now the client feels bad giving negative feedback
- How would you give this feedback in person? If you weren’t limited by technology, what would you do? What words do clients use now to describe designs they love? Designs they hate? What aspects of the design are the hardest to articulate? Which interface works best for giving feedback?
- courage as the driver/wrapper
- courage as the driver/wrapper
- courage as the driver/wrapper
- 3% conference fuck up list andys
- lead in a space you know v little about doing ‘oen thing’
- Courage to change involves you, Courage to lead involves you + ‘others’
- 90 -10% split
- 3 principles in your daily life this translates as (nothing screams leadership more than) it’s all about sacrifice
- (problem with solutions) LIKE YOUR KIDS PUT YOUR LIFES INTO them to them succeed, when we feel our learders put our interest first people work harder
- different inputs: type of personality, career stage, AND never send emails leaders give time, time is more valuable , if you sacrifice a bit of time
- 3 principles
- (problem with solutions) LIKE YOUR KIDS PUT YOUR LIVES INTO them to them succeed, when we feel our leaders put our interest first people work harder
- different inputs: type of personality, career stage, AND never send emails leaders give time, time is more valuable , if you sacrifice a bit of time
- redefine new paradigms of connection and leadership
- core belief - what does the agency/team really believes in? Is it creating products with purpose? Is it to find a new way to do marketing or content or design? The best way to find your core belief is to think about ‘who’s the enemy’ - what do we don’t like and what we want to change positioning - what are we in the business of and how is that different than your competitors? proof points - what are the practical things you have/do that make your different/better than the competition? values - what are your team values? functional benefit - one sentence that summarizes the key quality of your group. emotional benefits - how you make clients feel purpose - what is the mission of your team/company. What are you set to do.
- best expressed through “We exist to“
- whether it’s courage to lead or courage to change, think about 3 principles and - for both ‘courage types’ have a vision
- whether it’s courage to lead or courage to change, think about 3 principles and - for both ‘courage types’ have a vision