Posts About Business and Startups
Posts About Business and Startups
'Leader' is a word that's thrown around a lot these days, but it seems like fewer and fewer people seem to know what it really means. Everyone thinks they want to be a leader, and plenty of people are calling themselves one. It's understandable. Who wouldn't want to tell others what to do and be able to sit back and reap the rewards? But this isn't what it means to lead. The word 'leader' is derived from the ancient word 'leith' which means 'to go forth and die' like' as in battle. Does that sound like someone that sits back while everyone else does the tough stuff? Hardly. That's describing someone that's out in front, down in the trenches, with their sleeves rolled up setting the pace for others to follow.
Designers usually don't mind getting their hands dirty, in fact, getting in there and creating things is what draws most people into design in the first place. It's the second component, the occasionally messy business of leading people that designers are reluctant to take hold of and has been a contributing factor to the design leadership gap. Leadership requires learning a whole new set of skills that may not come naturally to many designers, but they can be learned. And organizations play a critical role in developing future leaders.
Organizations Shape Future Leaders
Most people by now have gotten away from the old school, 'rule by fear and consequences' style of leadership and are beginning to think about what the new generation of leader is like. But that doesn't mean there is consensus of where to go next. There's the typical startup mentality, 'we're all doing stuff, maybe you're being directed or maybe you're not. It's cool though cuz we're having fun!' And then there are companies that are completely hands off' until you screw up. But even if your company's leadership sucks, you can't place all the blame on the people in charge. Bad company culture and poor leadership expectations play into lackluster leads.
Who are your leaders being bred to be? This stuff begins with your company's values. Who do you want your team to be? In our world at ZURB, our leaders are multi-dimensional. They are leaders, coaches, and when needed, they can be managers. It depends on the situation and the needs of the ZURBians involved. We've posted ZURB's values, and not long ago we wrote about the skills and qualities that great team members are made of. Now we thought we'd break down a few of the values we try to instill in our leaders:
Ever hear people say 'If you want something done right, do it yourself.' The real question here is, why can't you trust your team? Why do you hold the people around you down? Why haven't you worked at building trust with your team? The 'I'll do it myself' mentality doesn't make you look better in the eyes of others. People want to be included, you're alienating yourself and your team. Stop it. Invest in others. Train them to be better. Teach them what you can.
2. Great leaders make expectations clear, achievable and hold people to them
*Warning: You need to have trust first if you don't want to be seen as a 'Manager.'
You're guiding people, so you need to have an idea of what the end result could look like. Don't assume your team is all on the same wavelength. You have to clearly explain the destination, the plan, and the pieces and people involved. Most importantly, help people understand the why - why you're asking them to do something and why it's important to you. So often things are nebulous and that can be confusing enough, having a lead who is just as vague can make the situation even more bleak. Once everyone has clarity, you need to hold people accountable to executing their part of the plan. Which leads to our next point...
You gotta do the hard thing, you absolutely have to tell people when they're not performing' and it sucks. But before you have that conversation, go back through your actions to see if you missed an opportunity to teach them to be better. If you realize your expectations weren't clear, you didn't set your team up for success or you dropped the ball, take ownership of that. Being candid and taking responsibility for your share of the problem resets the expectations with the person and builds trust. If they see you owning up your mistakes, it's more likely they'll do the same.
If low performance isn't attributed to missed leadership opportunities, use this as a training opportunity and come at it in that way. Nobody likes to hear they aren't doing well, especially if this is the only time they interact with their boss. Naturally, if you haven't built trust they will be defensive and not open to listening. Even if you have to have the difficult conversation, don't let them leave the room unhappy. This is your chance to be a coach and help them come up with a strategy to get back on track and back in the game. Let them know in clear and simple terms what steps they need to take and give them a chance to let them do it.
4. Great leaders look for opportunities to recognize effort
This goes back to not letting the negative be the only reason you talk to your team thing. If you only have conversations with your team when they've messed up, then you're breeding fear and they will dread interacting with you. They will never trust you and you'll never truly get the results you want. You may have them now, but just know they are one shred of hope away from leaving you. FYI most people these days will leave a job and take one for less money if it's better work environment, or at very least, the promise of one. Instead, look for opportunities to commend team members. Bonus points if you can highlight their great work in front of the rest of your team. A few nice words about someone's job well done shared with the group makes everyone happy and inspires people to put forth great work so they too can have their moment in the sun.
All human relationships, whether in the workplace, the family or anywhere else, are all based on trust. And as a leader, you'll need as much trust as you can earn to get your team to the places they need to go. There's no shortcut here either. You'll need to have conversations, eat with your team, and show up to any fun events your organization has planned. You'll need to take time to get to know each person individually so you can tailor your management style to them. A great time to build trust is when the team fails. Great leaders don't blame their team when things don't work out. You gotta go down with the ship, captain. And when your team wins, it's not all about you either. Give credit where credit is due, your team.
Not as easy as you thought, huh? Being a leader often means you work the hardest. On the upside, being a leader, a real leader, is incredibly rewarding. To see people grow under your watch because of lessons they've learned from you makes you feel all warm and fuzzy inside. Even cooler is when you see your team pay it forward and grow into great leaders themselves.
Facebook just unveiled a new way for their users to interact with content, Reactions. Users of the site now can express their thoughts and feelings on content through 6 emojis, love laughter, happiness, shock, sadness and anger. This presents a huge opportunity to companies placing content on Facebook, but also presents huge risk. With public sentiment from 1.4 billion people now front and center, how do you test how people feel about your content?
Social Test for Facebook
We're excited to announce we've expanded Notable's powerful selection of testing features with a brand new option for seeing how your content will perform on Social Media networks. Product and Marketing teams will find this app extremely powerful for testing how a product feature or content piece will be received by their audience. We call it the Social Test for Facebook.
Take a sample test and see how it works.
Purchase Test Results
Using our worldwide pool of diverse testers through Enroll or your own users, you're now able to test and get an accurate reflection of how your content will be received using the same style of 6 emoji reactions. Optimize your content to get the best results before posting live, and set your content up for success!
This powerful new testing option is available in Notable, our design collaboration platform. Request access to our private release today and start optimizing your content.
The internet is in an uproar today. People on all sides of the issue are chiming in with their opinions about why this happened, how this happened, and who's to blame. So what has touched the collective nerve of the world wide web? Is it the erratic stock market corrections? The upcoming presidential elections? Nope, the source of all of the passionate interchange is Google's new sans-serif flat logo.
Google's logo has changed a lot over the years, but it settled into the version most of us are familiar with in 1999 with little change until this week.
The original logo was designed by Ruth Kedar who now serves as the Creative Director at Coupons.com. Ruth met Larry Page and Sergei Brin through a mutual friend at Stanford. They were looking for something that would set Google apart from their competition and convey the voice of their brand- a voice that was trustworthy, yet playful and fun. The result was a serifed typeface that harkened back to man's collective knowledge locked in the printed page, but with a modern twist that pointed to things to come. It represented the company for 16 years until this week, when this new logo was unveiled:
As the 'mother' of the Google logo most of us have grown accustomed to, we were really interested to hear Ruth's thoughts on this new direction so we gave her a call. She refrained from passing judgment, staying open minded and even highlighting how it's nearly impossible to tell just what the future will bring.
We judge things based on our past experiences and it is often hard to anticipate what change will bring. I'm looking forward to see how the new identity will solve problems we don't know exist yet.
She also shed some light onto the factors that determine whether a design is timeless or not:
Design is often influenced by technology advancements and or their limitations (think how chisel, quill, fountain pen and typewriter have influenced type design). However it is interesting to see that once a solution to a new challenge is presented, it will often become the norm. Some will be only passing fads, while others will become classics. Only time will tell which ones will make it into the latter.
It always ruffles a few feathers when something we're comfortable with changes, but Ruth had some great perspective:
It is always a risk when a well known and established brand decides to move into new territory. No force on earth is stronger than inertia, and people don't always immediately embrace change. Think of Bob Dylan going electric in the 60s. He was booed on stage but stuck to his vision as an artist and continued to grow and develop a brilliant career.
Google shot the serif, but it didn't shoot the SVG
While Ruth purposely held back from forming an opinion too soon, the internet was quick to pick sides. All kinds of clever comments were posted on this informative Gizmodo article, including headline used above (Thanks to TheLittlestTroll and Ubiquitin for their wit). In the article, Alissa Walker outlines a lot of the practical utility that going sans-serif provides. The Google Design Team published this length post explaining all of the thinking, considerations and effort that went into the new design. Useful? Sure. Practical? You bet. Pretty? That's up for debate.
Some feel it's a little dull:
Google's new logo is like taupe paint, Virgin Cola, or the 'modern art' that hangs in the waiting room at a dentist's office: it's inoffensive to the point of being bland. It's almost a generic redesign: take the existing logo and typeset it in a geometric sans-serif, dust your hands, and call it a day.
Others feel it looks a little too familiar:
A few type aficionados are diving deep into the construction and criticizing the angles and ratios, even offering their own fixes they feel are better balanced.
But many designers, including some of most talented and creative branding experts in the industry, have given the new logo a resounding thumbs up. Yep, there's no shortage of opinions from the design community, but we thought we'd collect opinions from users around the globe using a Notable Concept Test. These tests are completely customizable and give instant test results using an international pool of testers. Within moments, results poured in from 25 different countries and gave us all kinds of data and perspectives from people of all demographics. Here's what the data revealed:
Does it even matter?
The new Google logo follows a trend of companies reducing their logos to the bare minimum, scrapping serifs and going flat. We're also seeing a simpler color pallette with the primary colors front and center. With more and more companies following suit, some argue that it will become harder and harder to stand out with this style. The debate rages on about Google's decision and the timelessness of their choice. Was this a bold move or are they blending in with the crowd? Is this logo going to hold up another 16 years or is it too trendy? The more interesting question though, is 'Does any of it even matter?'
Back 2008, we made the bold claim that logos aren't as important as most people think. The web has changed the way people interact with products and brands, and the logo's role in influencing people's behavior is waning. Once the sole advocate of a product on a crowded store shelf, it's now the favicon that's connecting with companies and brands. The URL has taken center stage and let's people know they're in safe waters.
It's the experience, the product and/or the service, that contains the perceived value and sets brands apart. And by that standard, Google stands unmatched. Will their new logo stand the test of time? Hard to say, but according to the data, the new logo is already connecting with a new generation of users.
Since our humble beginnings in 1998, we've considered our customers and employees integral parts of our success as a company. No matter their job title or role, we consider all of them designers. They've helped us build an amazing company and consistently focused us on designing great products and services. Our recent ZURB Wired is a fantastic example of teams coming together to design amazing results.
In our fourth principle of Progressive Design, Everyone is a Designer, we explain why everyone can do this. When we interact with clients, students in our classes, or others, we work hard to get them to understand how to contribute feedback on visual ideas, to build off those ideas, and then to own them and carry them on into their everyday practices. There is nothing more gratifying than seeing a former client voluntarily explore five ideas to gather feedback instead of just building the first one!
What is design?
Design methods have exploded over the last two decades with the growth of the web, concepts like experience maps and user stories are gaining traction in organizations. And companies will continue to embrace more design methodologies because design conscious companies continue to outperform the market. Since more companies are embracing design, we need to ask, what is design?
We believe everyone at ZURB has the capacity to add value to the practice of design. We understand that the narrow definition of design, akin to window dressing, must be forgotten to truly create an impact in organizations. John Hockenberry concludes we're all designers and describes good design is supplying and acting with intent. Don Norman elaborates, "The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable." Further he states:
We are all designers -- because we must be. We live our lives, encounter success and failure, sadness and joy. We structure own worlds to support ourselves throughout life. Some occasions, people, places, and things come to have special meanings, special emotional feelings. These are our bonds, to ourselves, to our past, and to the future. When something gives pleasure, when it becomes a part of our lives, and when the way we interact with it helps define our place in society and in the world, then we have love. Design is part of this equation, but personal interaction is the key.
People are at the core of design. Successful design isn't an artifact, it's the interconnection of the people who use the products and services everyday with the team who influences the outcome. In a world of connected products and services, teams must continuously influence outcomes. Everyone is a designer. In fact, everyone must design if teams are to create successful products and services that can adapt to daily change. Change is happening so quickly that teams must rely on all members to make solid design decisions in rapid succession.
Design practitioners must lead the way
If everyone is a designer, then the role of a design practitioner must evolve in an organization. There's a greater purpose at hand and teams need designers to unlock this design potential by stepping up to lead. It's unfamiliar territory for most designers, but if they can empathize and foster the design talent within their team, they won't necessarily need to drive a heavy corporate management agenda (many designers fear driving business decisions). They really need to facilitate design collaboration.
Designers should focus on shaping outcomes. Jared Spool states, "The designer imagines an outcome and puts forth activities to make that outcome real." Don Norman suggests the role of a practitioner has a specific place in the design process to make products that are attractive, work well, and make us fall in love with at first sight. In Progressive Design, we build off both these ideas by expanding on the idea that designers must be user-centered and concern themselves with outcomes. However, we take this a step further by suggesting that they must also influence stakeholders, who are both users and executives, to achieve better outcomes.
The emerging role of a designer aligns with Rohini Vibha's view on product management, "You're not managing a product. You're managing the problem it solves." This view is supported by a lot more designers who take an active role in shaping the product. At Skillshare, the design team is equipped with skills like a deep understanding of business, operations, and analytics ' they've been able to create more impactful products at a higher velocity.
A title won't solve the design problem
Professional designers may be intimidated knowing their success is dependent on a team with contributors that also have design skills. Companies propagate this fear by failing to help designers extend their reach or gain comfort in a facilitation role. Design titles only reinforce this divide.
Companies continue to hire UX designers, but they haven't done much to figure out how to build design centric teams. The role of a UX designer isn't going to solve an organization's product or design leadership problems. We believe many organizations have made a huge mistake. They have siloed user experience design as a role, with the hope of plugging holes with individuals. Organizations that figure out that designing great products is the responsibility of everyone have a huge advantage over their competition.
We've been quite vocal with our ideas, sometimes creating division with our proclamations, that user experience design doesn't exist. Seven years later perhaps we're splitting hairs over a term, though it's clear that designers and companies are still hungry for clarity. In theory, the concept of UX is good, but most organizations set up UX departments with people who don't have the support skills to execute the desired end result or means to solve most of the design problem with their own labor. For example, designers that code pages can create momentum with an idea much faster.
In the end, what's important is not what titles are used, but rather building organizations around the skills needed to build successful products. Great product teams break down silos and engage everyone to participate in creating better experiences for users.
Design requires greater collaboration
We need to rethink how our teams work together. It's not surprising that design practitioners don't always have the desire to work in teams ' they've been burned too many times or simply don't have the training to collaborate effectively. Based on my experience, there simply aren't enough resources, classes or mentors that help designers learn important teamwork skills. In our work at ZURB, structured debate helps design teams build momentum together through iteration. We try to keep the process manageable and teach designers how to facilitate conversations with their teammates.
"Collaboration means bringing different minds and skillsets together in a way that doesn't make assumptions about what someone is or isn't good at,"says Rosie Manning. By removing titles and individual insecurities within a team, we create a culture that enables people to collaborate more effectively and step into the role of a designer. This is incredibly important to facilitate collaboration and enable uninhibited working. Instead of thinking of team members, like engineers and marketers, as project participants they become key component of the success of the design work by working as designers.
The best designers understand how to inspire people to contribute feedback on visual ideas, to build off those ideas themselves, and then to own them and carry them on into their own practices. The discipline of design is complex and has wide applications ' but it's that expansiveness that allows great product teams to make amazing things happen for people. It's both a noun and a verb, and can't be looked at as simply a result or a process. Product design does require creating tangible results, though, and those people who can influence the final result with good old- fashioned elbow grease will get an upper hand in shaping the vision of a product. Everyone on a team can influence the design outcome through collaboration.
A method for design collaboration
Over the last century designers have tried all kinds of interesting ways to drive a design process forward. Some of it is really good, but most of it gets in the way of creating momentum with a team. In many cases teams try to overlap a user-centered approach with a production oriented mindset. The result is a flood of design documents meant to push a design process forward. Many of these documents, however, prevent collaboration and create a divide between those 'who design' and those 'who make decisions'.
In Progressive Design, The Design Feedback Loop is an opportunity for designers to pull people into the design process. A repeatable, consistent approach to drive design feedback can inspire critical thinking collaborators to become more comfortable sharing their ideas. Designers shouldn't push these team members aside, but instead, figure out how to make their contributions more significant and meaningful. Everyone should feel like an important design contributor ' a designer.
Creating momentum with a team requires iteration to work through failure, and our failures aren't preserved in these documents. Instead of focusing on documents, we need to make people on the team the central focus of our work. Here's how we pull our team into the design process:
- Prototyping and building things ' not documenting or "strategizing"
- Rapid iteration ' working through the problems with tangible prototypes
- Building strong teaching cultures ' successful products requires design literacy
- Project inspired, not project managed ' great products happen in-spite of project managers or program managers
- Loose contracts or specs ' design thinking requires flexibility
Even with great design process, it's also important to realize that teams don't always work. Teamwork is hard to do and we often have to make compromises. Design teams need to work hard to create collaboration across cross-functional groups and executives. Getting executives on board can also be challenging. Apple uses a technique called the the Pony Meeting. Most importantly, teams need constraints that create a shared boundary. Shared constraints help create unity.
The solution, he described, is to take the best ideas from the paired design meetings and present those to leadership, who might just decide that some of those ideas are, in fact, their longed-for ponies. In this way, the ponies morph into deliverables. And the C-suite, who are quite reasonable in wanting to know what designers are up to, and absolutely entitled to want to have a say in what's going on, are involved and included. And that helps to ensure that there are no nasty mistakes down the line.
Tools shouldn't be barriers to participation
Design tools shouldn't block team members from participating in the design process. Design practices are visual problem-solving tools accessible to everyone who can pick up a pen to express an idea, highlight a great idea, or mark up anything with constructive feedback.
Gutenberg and his printing press started a revolution in the 15th century by making the production of publications much easier. In the same time it took a monk to transcribe a bible, a printer could make hundreds of copies. It's important to note, however, that even with the invention of the printing press, the cost of roughly three year's wages for an average clerk made it prohibitive for most people to purchase a publication, let alone create their own publication. The divide between creator and consumer was huge.
Even up to the last 30 years, the tools available to designers were cost prohibitive for most and required advanced skills to use. Personal computers and advanced software created many barriers that professional designers found solace in ' this divide created a defensible gap between those who create and consume. But over the last decade the tools available to people who want to reach a worldwide audience have continuously become cost effective and abundant. Designers are even clamoring for simpler software that allow them to produce without the overhead that was once considered a benefit.
We now have half the world's population connected via a phone with tools that allow publishers the ability to connect instantly at a fraction of the cost of the original printing press. The cost is nearing zero.
Design is no longer the domain of designers
If design is the rendering of intent, then feedback helps us understand if we hit the goal. Feedback can come from anywhere. Now that systems like Facebook are so ubiquitous, designers who build these systems are continuously bringing in feedback that is based directly on users who add content to the system. Taking it a step further, the personalization and customization of these systems make the consumer a designer that morphs the interface in real-time, often times based on their own unknown behaviors.
Customers and users can become an integral part of the design process, often times co-creating as bits fly through the internet. For example, Amazon deploys to a production server every 11.6 seconds. To put this in perspective, if the average visit time on Amazon is over 11 minutes, the site will have changed 57 times in that users visit ' and that doesn't even include the learned preferences that Amazon is applying in real-time!
When product teams open themselves up to feedback, amazing discoveries can be made by extending the circle of influence in the design feedback loop. Slack embraced this customer centric approach in the early development of its product and it's paid off immensely. Potential customers become integral to the building process and designers get more opportunity to connect the dots.
Everyone is a designer AND should design
We all design in our daily lives and this is a great place to build empathy for customers and drive design collaboration with teammates. Design centric companies create more value ' so increasing design literacy across the organization is important to bring design methodologies to the forefront of product development. Not only must we embrace and invite people into our design process, we must lead our team, customers or organization by design to create more competitive and compelling products.
The cost and ease of use of design tools make it more practical to bring design methods into everyone's workflow. Engineers and marketers especially have the capacity to use these tools. Teams that build connected products and services can no longer separate the real-time analytics collected from the customized and personalized experiences they create ' the users are integral in the design process. Users help design the product, whether through proxy or directly contributing to the system.
It's an amazing time to be a designer.
Leading the charge at ZURB since 1998
Last year we set out to challenge what people believed to be Design Thinking. Since then we committed ourselves to defining a design methodology that pulled from our two decades of design knowledge. We realized that the lessons and methods we discovered since our beginnings in 1998 would make it easier for millions of designers to take advantage of our insights and help their design teams create more value in their organizations. We found that in Progressive Design.
We've defined two principles of Progressive Design- Design for Influence and Lead by Design. In this blog post, we define our third principle, Iteration Builds Momentum. Design is a balance of doing, presenting, collecting feedback and collaborating with teams to push ideas forward. Great design happens when we build momentum with rapid design iterations.
Failure helps us get into a flow
Industrialized, rigid production processes aim to remove failure to create a consistent result. But this ultimately harms a designer's development and stifles creativity. The best design happens when we harness the power of failure to propel us forward. Far from being the enemy, learning to overcome failure is what fuels great design. It pushes us to solve HUGE problems, but it must be regulated.
Psychologically, increasing amounts of failure can crush people. Instead of taking on huge failures all at once, we break them into smaller, digestible chunks. Let's call that iteration. Teams can further help individuals overcome their own saboteurs as it relates to failure with structured debate. This regulates the pressure from growing too strong, keeping it at a healthy level. By keeping failures small and building up confidence by overcoming them as both individuals and teams, we create unstoppable momentum and get into a flow.
Don't do the big reveal
Steve Jobs was a masterful showman. With each successful product release, he made every company CEO jealous by ingraining the idea of "...and one more thing." The problem with this thinking, however, is that the surprise and delight of an Apple product release is not the same thing as magically arriving at that solution. When we see Apple doing the big reveal, this is a marketing technique, not a process to design a great product. We mistake the presentation approach with the design process to get to that idea. It's a psychological trick.
Designing for 'one best answer' isn't how great design happens. This design trapping is based on the idea of causal reasoning, "To the extent that we can predict the future, we can control it." states Saras Sarasvathy. Design agencies have perpetuated this concept for a century by removing the messy failures from the client engagement, and in doing so, obscure an important component of doing great work. The lack of a shared understanding of failure, and the pressure that comes with it, prevents teams from truly creating momentum together.
The big reveal leads companies to believe that with the use of a designer, they can arrive at a perfect solution through skills, reasoning and a plan. Most often this is not the case. In actuality, Steve Jobs pushed a highly iterative approach that sweated the details by consistently and constantly using a process of reduction to get to the essence of an idea with his team. Michael Lopp, senior engineering manager at Apple, described this as 10 to 3 to 1 as a process to get to one strong answer.
Get started with a volume of ideas
So if there isn't a single perfect answer, how do teams get started finding the best design answers? Start exploring ideas. Lot's of them. Producing in volume works because we can't predict what the final answer is going to be- we're creating a new reality by exploring the boundaries of an idea. Bill Hewlett said HP needed to make 100 small bets on products to identify six that could be breakthroughs. Sir James Dyson spent 15 years creating 5,126 failures to land on one that worked!
In fact, by producing in volume, the results can be fascinating. In one classroom experiment, a teacher challenged two sides of his class. Half of the class was tasked with creating 50 pounds of pots to get an A. The other half was tasked with creating a single, awesome specimen. The results showed that the half of the class that created in volume actually produced better pots. Students that produced in volume, and focused less on the craft, made incremental adjustments based on continuous learning.
Students that made adjustments based on their learnings let go of the assumption that there would be one perfect pot. There are many pathways to success through the process of effectual reasoning, which challenges the assumption that there is a perfect answer. Studies show that entrepreneurs have been using these techniques for a long time. The most successful entrepreneurs use this technique to filter through the volume of ideas to create momentum. They're able to do this because they know 'who they are', 'what they know' and 'whom they know'.
Momentum is created through small wins. It's a mindset
Creating in volume is necessary for iteration, but getting started can be the biggest challenge. Momentum requires an impetus. In design, we start creating by applying design methods. In sketching, that's finding a pen and paper. In code, it's jumpstarting the process by scaffolding with Foundation. We start by quickly removing barriers so the real work can begin.
So where does one start to find momentum in a design process? Sports is a great place to pull from- psychological momentum is defined as a state of mind where an individual or teams feel like things are going unstoppably their way. Success breeds success. Chris Myers further explains, "The impact is so strong, studies have shown that football coaches frequently change their overall behavior and adopt a more aggressive strategy after a single successful play early in the game."
Successful coaches are willing to accept small failures to gain this momentum. Relating this back to entrepreneurs and effectual reasoning, great coaches understand how to make these bets based on their skill limitations and team abilities. Coaches capitalize on small wins to create a favorable environment knowing that they can't completely control the outcome. This in turn creates a greater sense positivism within their teams and produces better results. Science backs this up through a concept called the As If Principle.
Structured debates through a repeatable process
If momentum requires small wins, creating an endless volume of ideas, however, won't dictate success. It's a start. Building momentum requires structure to keep creating product success. Again, the sports analogy is great for highlighting how to build a strong product team. Lebron James, the world's number one basketball player, started this past season with a losing team that eventually made it to the NBA finals. He described winning as a process:
We have to understand what it takes to win. It's going to be a long process, man. There's been a lot of losing basketball around here for a few years. So a lot of guys that are going to help us win ultimately haven't played a lot of meaningful basketball games in our league. When we get to that point when every possession matters , no possessions off -- we got to share the ball, we got to move the ball, we got to be a team and be unselfish -- we'll be a better team.
Teams must learn to create small wins through consistent collaboration and practice- it's a process. Creating great ideas through design collaboration isn't just about brainstorming. Nor is momentum created by designers just sitting around coming up with ideas (this is a fallacy based on the lone genius myth). It's structured debate with a team. And as Lebron points out, every possession matters.
Structured debate helps teams move a creative process forward and creative debates can happen in lots of different ways. Pixar uses the idea of Plusing where ideas are considered gifts, not something to close down. Feedback sessions are an opportunity to make your partner and team look good. Randy Nelson suggests that we shouldn't judge ideas- it's an opportunity for the creator to say, "here's where I am starting, " and the critiquer to add, "yes, and." What's important here is consistency and a culture that supports the approach.
Charlan Nemeth's research, on the other hand, suggests that the rule "not to criticize" another's ideas is distracting and actually has the unintended consequence of thwarting creative ideas. But rather than randomly critiquing a sketch or shooting down an idea, the general rule is that you may only criticize an idea if you also add a constructive suggestion. Daniel Gogek further expands on this approach:
Science backs up the idea that structured debate is far superior to simply brainstorming. A study led by UC Berkeley professor Charlan Nemeth found that when a team used structured debate, it significantly outperformed a team instructed to merely 'brainstorm.' Nemeth concluded that "debate and criticism do not inhibit ideas but, rather, stimulate them." What might be even more significant is that after the teams disbanded, the team that used structured debate continued to generate further ideas. It seems that the experience of a constructive debate lingers, and people continue to come up with new ideas.
In Progressive Design, we've come up with a system that produces amazing results. We've synthesized the best practices through 1000's of design projects into The Design Feedback Loop which facilitates a simple and repeatable design process. Momentum requires a consistent feeding of ideas and feedback. Without learning, we get stuck in one place. By using the The Design Feedback Loop through the entire design process, teams can gain understanding of the problem through consistent practice to uncover better ideas. This iteration reveals opportunities and problems using both convergent and divergent thinking.
Failing fast helps us move forward
In theory, working through a repeatable process should consistently produce better results through practice. And indeed, it does. But creating great products also requires constantly dealing with changing circumstances- markets are dynamic, which means teams must continually challenge their assumptions. Challenging these assumptions feels risky and can reveal that teams might not have all the answers. But when we are willing to overcome these potential failures, growth and momentum happen.
Fail fast, one of our values at ZURB, provides everyone an opportunity to learn through failure. It also allows us the opportunity to keep moving forward when we perceive something to be a failure. Are we really trying to fail? No. We're making it acceptable to fail- it's a mental technique to help us push forward. John Maeda captured this recently in a tweet, "Fail fast" and "embrace failure" miss the fact that failing isn't the goal. "Recover fast" and "learn from failure" matter way more.
In design, failure itself isn't really the problem, it's getting over the mental impact. Richard Branson equates overcoming failure with addressing fear, "I've always found that the first step in overcoming fear is figuring out exactly what you're afraid of. In your case, I wonder: Is your anxiety a reflection of doubts about your business plan? Or is it rooted in your experience with your previous venture?" It's not as easy as just moving forward from failure, we need to recognize the wounds failure inflicts. Failure makes our goals seem tougher, our abilities seem weaker, damages our motivation, makes us risk averse, limits our creativity and eventually just makes us feel helpless. It's no wonder momentum is so hard to achieve.
But let's take this concept further- it's not just overcoming failure, it's embracing failure. "Achieving resilience in the face of failure, perseverance in the face of adversity is a central part of any ultimate success, and part of our own evolution, " says Agustin Fuentes Ph.D. Design teams must embrace the uncertainty of failure to truly create great products. They must push their companies to embrace Antifragility. Nassim Taleb states in his book Antifragile, "Firms become very weak during long periods of steady prosperity devoid of setbacks, and hidden vulnerabilities accumulate silently under the surface, so delaying crises is not a very good idea." Further, we must seek out failure, "When some systems are stuck in a dangerous impasse, randomness and only randomness can unlock them and set them free'by a mechanism called stochastic resonance, adding random noise to the background makes you hear the sounds (say music) with more accuracy."
What coping mechanisms do we have to help design teams embrace failure? Perhaps it's focusing less on the actual failure, and helping teams work more like entrepreneurs. In my experiences at ZURB, many employees believe my decision making is sometimes delusional- but I don't stress because many of these feelings are based on embracing failure as a way to fuel us forward. As it turns out, it's a thing. Saras Sarasvathy points out that we can only expect to move forward through small risk taking, something she defines as "affordable losses." She discovered seasoned entrepreneurs will tend to determine in advance what they are willing to lose, rather than calculating expected gains. Her paper explains how effectual reasoning emphasizes affordable loss.
Deliver better results by timeboxing
If embracing failure helps us drive a design process forward, timeboxing helps us keep our bets small so that our failures don't overwhelm us. Decisions are made faster by reviewing design work, even if the work is not polished. At ZURB, timeboxing helps us deliver better results by constraining our time and focusing on a goal in each phase of The Design Feedback Loop. This happens in small intervals over a few days. Timing depends on the scope of the design task.
Each small, defined design task provides an opportunity to build momentum by helping the team react to the lessons learned. Small iteration cycles give teams an opportunity to work through small failures and wins. Timeboxing helps us create focus and keeps the team constantly aware of the next deadline so each decision pushes us towards a goal.
Peter Sims determined it's better to make a bunch of small bets through his research of some of the most successful companies. Companies have figured out different ways to apply this concept to their design teams. Google uses a technique of design sprints to arrive at solutions in a fixed week. By making the expansion and closure of ideas happen together, Apple is able to create a type of timebox through a process of paired design meetings.
A design process in motion stays in motion
Getting a design effort started requires doing! And in large volume. We must not worry early on about getting to single, great answer. Instead, teams must optimize for small wins to help catapult themselves forward in the design process. Through a structured process of giving and receiving feedback, we can find the wins necessary to fuel our momentum and keep our design teams on the right pathway.
The Design Feedback Loop in Progressive Design helps us structure the creative debate. A solid design process can help us build momentum, but we also shouldn't overthink the process- instead focus on keeping momentum by overcoming obstacles and failure that stop iteration from happening. When we accept failure as a part of the design process, we truly put our team in a place to learn. Iteration is an endless endeavor in a design organization, but as part of a design process, we must learn to timebox to complete our work.
Leading the charge at ZURB since 1998
It's always thrilling to find others who share our passion for design and aren't afraid to take risks. We've worked relentlessly since 1998 to establish ourselves as leaders in the industry and are constantly looking for new ways to improve and take design further. Our Foundation family of open source frameworks has helped push the web forward, University has trained thousands of designers around the globe, 300 of the most innovative companies in the world have partnered with us to build better websites, products and services through our Studios business, and our design platform Notable has helped our team and others create better products. In order to maintain this level of quality and innovation, we're always on the lookout for new inspiration which is why we were so eager to dive into The Next Web's bold new redesign.
Through several conversations and a Notable annotated set of screens, we asked Co-Founder and CEO Boris Veldhuijzen van Zanten and Lead Designer Alexander Griffioen some tough questions about why they made specific decisions, what kind of data was influencing their design and how the new design was helping them achieve their goals.
Bringing the Homepage Back from the Dead
Ironically, the thing that makes sites like The Next Web so much fun to read, constantly fresh content, is also one of their biggest problems. With new content coming in on a regular basis, sometimes by the hour, great articles were getting pushed off the front page and away from the eyes of readers.
We wanted to show more posts on the front page and have the option to move things around a bit and keep posts promoted for hours or even days. - Boris
For many publishers, the homepage is dead as most traffic goes directly to articles from social sharing and other sources. The team at TNW viewed this problem as an opportunity, the perfect place to try some new ideas and address some longstanding issues.
We feel having a single news stream with all content pouring in chronologically no longer makes sense. Tech has become too ubiquitous for a single stream to be relevant to everyone, so we split our front page news stream up into categories. - Alex
One of the first parts of the redesign that Boris and Alex started sketching out was the cover, an area that is so dynamic in traditional print but ironically stagnant on the web.
We found it striking that somehow newspaper publishers can completely overhaul their front pages every single day, yet us tech-savvy new media guys seem to be stuck with a single template. When Facebook acquired WhatsApp for $ 19 billion, didn't that merit a full-page announcement for at least a couple of hours? We wanted that freedom. - Alex
Boris, an ideas man, dreamed out loud of 'a Minority Report-esque interface that the editor-in-chief would resize and rearrange stories as they develop.' This novel idea inspired Alex and an elegant and versatile solution was born, the cover editor. Consisting of 6 pre-designed layouts, the cover editor gives editors the freedom to pick a layout that works best for the current news offering and fill the slots by dropping posts from the editor right into the cover.
The cover/hero section doesn't necessarily display our latest content. It could be stuff that we feel deserves more 'frontpage time' than it would otherwise get. - Alex
The New Navigation Situation
The Next Web is more than just a tech blog, they've got a wide range of other offerings that need to be easily accessible yet clearly differentiated to the user. The solution? A well labeled dropdown under the TNW logo.
In addition to that main navigation component, all of The Next Web's articles are now divided into 9 categories, the naming of which are guided by two simple criteria:
- The name has to be short, yet leave no doubt as to what type of content to expect there.
- Each section should have no or minimal overlap with the other sections
Nav is always a contentious subject, and this was no different for the The Next Web team.
This selection was actually months in the making and is probably the most updated Google Spreadsheet in the project. - Alex
Content is King
Ditching the content stream synonymous with the blog format, The Next Web divides their articles by subject and places them in neat rows they call 'shelves.'
Boris came up with the bookshelf metaphor; a horizontal list of latest stories. The irregular heights of the cards, akin to actual books on bookshelf, make for a 'pleasantly messy' UI. - Alex
Changes have also been made to the content in posts themselves. Instead of purely longform articles with the conventional title, image and body of text, posts can now consist of videos, galleries, columns, deals, quotes, etc., all represented with a distinct design that helps identify their nature.
Other design changes include a slick new sharing feature that automatically reduces the URL length and improved related article suggestions, but Alex is especially proud of of the updates in typography.
A typeface, to me, is like a voice narrating your content. The typeface determines whether the same words sound deep and masculine like George Clooney, or witty and quirky like Michael Cera. - Alex
Alex looked high and low for the perfect typeface, but the inspiration came from the strangest place. While riding past a Dutch employment agency, Alex spotted this window and fell in love. He snapped this pic and sent it to Boris immediately.
Serendipitously, the typeface is ARS Maquette by ARS Type, a one-man foundry situated a few streets away from TNW HQ.
I'm pleased to say our content now sounds like Bill Murray; witty, charming, and not without a sense of humor. - Alex
This passion for typography is shared among the team. Boris told us this hilarious story about a disagreement he had with the team about font size.
I remember I pushed hard for bigger font size on one part of the site, and after much heated debate I decided a certain font size really had to be 18pt and not 16pt. Alex hated it so much he talked to Laura and they made the changes as I wanted them but then every day from that moment on decreased that font size with 0.1pt. It was so subtle I didn't notice, but after 20 days it was at 16pt and we ended up launching the new site with that. They only recently told me about that and I thought it was hilarious and also very cool they really fought for what they thought was the better solution. - Boris
Ads That Can Be Confused With Art
A major challenge for any site collecting ad revenue are the size, location and behavior of ads. It's no secret that click through rates are dropping as people develop 'ad blindness' and use of adblockers rises every year. But more prominent or flashy ads take away from the user experience and can irritate users. There needed to be a way to increase the effectiveness of ads without being obnoxious. Boris was determined to figure out a solution that benefited everyone.
I challenged the team to think about an ad solution that was so cool that some readers would forget about the article they wanted to read because they were distracted by the beauty and interaction with the ad. If they would go so far as to even tweet about the ad we would've reached that goal. - Boris
With that challenge issued and the goals coming clearly into focus, Alex and his team jumped into action. The solution is one of the coolest parts of the the redesign, a bold concept they call 'Canvas Ads.' These gorgeous images typically incorporate bold photography and occupy the whole background of the article. Many slide the article to the right to give the ad full attention. Each canvas ad has 4 triggers that bring back the content for users, giving it an interactive feel. An interesting detail are the social sharing buttons directly on the ad itself. We know what you're probably thinking, 'Share buttons on an ad!?!' But according to Boris and Alex, it's working. The trick is the ingenious way the ads are selected. The ads don't always display commercial ads; about half contain art and portfolios from artists The Next Web team chooses. There are a few reasons behind this:
This has three advantages: the first advantage is for those artists we promote. They see their traffic grow and suddenly reach millions of readers around the world. The second advantage is for our readers. They see beautiful art works instead of ads. The third advantage is that it encourages our advertisers to produce really good looking ads. They compete with artwork so their ads better be works of art as well. - Boris
So the ads look nice and all, but are they performing? We pressed Alex for some numbers.
The results of the first series of canvas ads are well beyond everyone's expectations. Whereas the industry average CTR for display ads (i.e. rectangles, leaderboards) is around 0.2%, our canvas ads are doing between 4% and 8%. Our best performing ad so far had a 15% CTR. - Alex
Shaping the Future
All said and done, the redesign took about 8 months. No change was made lightly, as the team debated over even the smallest details like the number of milliseconds for the transition of canvas ads. The redesign is bold and in many ways bucks conventions, forging a new path for online media. This thinking, to leave no stone unturned and not be limited by status quo was intentional.
Once you decide you are free to do what you want you can challenge everything and things like 'but that's just how it's done' provoke only laughter. We constantly challenge ourselves and our industry to forget the old rules and really think about the best solution for everyone. It can be daunting and scary to not being able to rely on the past, but it also means you get to shape the future. - Boris
A bold design backed by solid data, The Next Web redesign does a great job of balancing business needs with a solid user experience and puts content front and center. We want to thank Boris and Alex for taking the time to chat with us about their redesign and all of the insights they provided.
Design is hot. Companies have realized that good design is good for business, that technology alone isn't enough to get customers excited, and that today's consumers have come to expect a smart and delightful experience in every product they touch. Designers are a hot commodity these days. Companies are going all-in, scooping up talent so their competitors won't. The stakes have never been higher.
However, it's clear that not many companies seem to know how to play their hand and they just haven't figured out what do with their design teams. Product managers are still at the helm, doing most of the decision-making, and passing their credo down to the design team to execute on. Too often, designers get put in a waterfall production line, stuck working on a sliver of the customer experience they so want to impact.
The Dull Reality
Many of us who pursued the career of design did so looking for an outlet for our creative ambitions. It's extremely exciting to design products, and we want a piece of the action (and glory for the product's success). The bigger the piece the better.
One might argue that when the pieces do get put together, the whole is stronger than the sum of its parts. The production line is very efficient, no doubt. Everyone is focused on their part — just UX, just visuals, just marketing, just mobile. Except as work gets passed from one designer or team to another, decisions get lost in translation. UXers can't quite vouch for the strategy, visual designers can't quite articulate the workflows.
It's a game of design telephone. A designer who's invested in a single part of the process can't possibly have full context for the solution they're designing. Every team layers in their own interpretation, and designers get stuck working on artifacts instead of having an opportunity to influence the relationship between the business and its customer.
Something Has to Change
To design cohesive customer experiences, designers must touch every part of the design process. Simple as that. But that's just not always possible, you might say. Many businesses are just not set up for that. At certain size, they have to rely on an org chart to keep accountability in check, and changing organizations is hard. We face this often in our Studios business, when a team is trying to move products and meet roadblocks the large org bought into their vision. So where to start?
You can start with transparency — the smallest step toward awareness. When full-on collaboration isn't possible, teams just have to share what they're working on. Say, when there's a place to see what everyone is doing (shameless Notable plug) — from strategists to marketers to designers — the onus is then on the team to be aware of where the product's been and where it's going.
Transparency opens the door to communication. For example, the marketing team shares their strategy, the onboarding team runs with the marketing concept, the product team incorporates the messaging from both in the app. Yes, it's still technically a waterfall. But it's a waterfall that talks to each other. Hopefully a lot! Which in turn creates trust and opens the opportunity for honest feedback. So teams can stop working on isolated features and together design a complex, cohesive, emotive experiences.
Change Is a Choice
It's easy to sit back and complain about lack of design leadership. It's not so easy to do something about it. Every member of the team is on the hook for having the guts to change the company culture. Driven people don't just sit around and wait for someone to rescue them. They fight or flee.
Change from the top can be met with resistance and resentment, unless operation pieces are in place to support this change, i.e. a process for holding the middle management layer accountable for follow-through. Small shifts at the team level can prove more sticky with less effort — that's how Slack got into big orgs, actually — when teams start being proactive and taking charge. Hiding behind the retina display isn't going to create the influence designers desire.
(Side anecdote: In advertising, why more copywriters become creative directors? Because when it comes to putting final touches on the presentation, the art director is pushing pixels while the copywriter talks up the ECD.)
Designers need to keep fighting for their seat at the table. Ask more questions. Learn the product marketing strategy. Talk to people on other teams, grab coffee with leads. Pick up the phone and talk to a group of customers, collect feedback and have a candid conversation with decision-makers.
And in reality, it won't always work. So what then? Ambitious designers will move on and find a place that will let them create impact. Maybe if more designers stopped putting up with being parked in front of their monitors and upped the ante, more companies would start paying attention to what design can offer to their business.
The Shift Will Happen
We've watched the appreciation for design grow over the last decade, and it's only the beginning. Businesses know they need good design to compete for customer dollars. And they're willing for fork up a lot of cash to bring great talent to their team. They just haven't quite figured out how to use it. Yet.
It will happen. It must. Because there's no amount of culture or resume clout that can tie down a passionate designer in a place where they can't practice and expand their skill. Instead of just accepting what they've been dealt, they'll find ways to create impact and hit it big or go looking for a place where they can. You can bet on it.
The origin of the English word 'team' comes from a word that referred to a group of draft animals all working together to pull something forward. Back in ye olden days, the best 'teams' were animals that were the same species, the same size and moving in the same direction. But that doesn't really work when it comes to humans. Teams are made up of different people with different skills, weaknesses, goals, values, etc. How do all these individuals work together to do something more complicated than pull a plough, something like say, designing and building a successful product?
Companies, especially in the competitive world of tech, have been trying to figure out the answer to that question for a while now. It seems like the best solution they've come up with is issuing matching hoodies with company logos on them. While these 'Zuck-xedos' are cool and all, faithfully wearing matching sweatshirts doesn't mean you're a team.
Real teamwork requires investment and consistent effort from every individual involved. Contrary to popular belief, there is an 'i' in team, you and everyone else. Each team member should ask themselves 'What can I contribute to the team?' and expect the same from others.
Here at ZURB we have a set of values that we look for and cultivate in our team members. They keep us focused on our common goals, but also inspire us to think about what we can contribute as individuals for the greater good. This results in a strong team that can do mighty things. We just went through the process of refining our values. Here are a few of the simple ideas that inspired them and can help you become a valuable member of any team you join:
1. Pull Your Weight
Every member in the team needs to be contributing value. This doesn't mean we always need to do everything perfectly or have all the answers, nobody can rightly expect that. But everyone on the team should be seeing us put forth effort. This is closely related to the ZURBian value 'Make It Happen.' Sometimes in order to make things happen we need to go above and beyond. A few late nights might be necessary to wrap up a project and earn that win!
But what if we're trying but struggling? Take initiative and reach out to the team, don't just ignore or avoid the problem. Asking a lot of questions and reaching out for help early and often shows others that we're serious about solving the issue and are willing to put in the work to learn new things.
2. Stick Together
It's easy to stay close to each other when a product is doing well or a project wraps up to rave reviews. It's when things don't go right, when the team fails, that everyone has an opportunity to show they are real team members, a.k.a. ride or dies. Losing, whether as a team or as an individual, is never easy, but it's always an opportunity to learn. When faced with a fail, we try to step up and point out the silver lining in the loss. Doing this can help the team pull a win from the experience. When the team does achieve a win, it's embraced as a team. ZURBians use the mighty 'we' when celebrating our victories and look for ways to highlight the efforts of everyone involved. This is closely related to our value of 'Find Wins Together.' Focusing only on raising your own profile usually backfires and breaks up team solidarity.
3. Lend A Hand
Every ZURBian is encouraged to 'Be a Coach,' not just the partners or leads. If someone has the skills or know-how that can benefit others, we share it and elevate the team without hesitation. While everyone would probably like to think they are 100% awesome by our own design, the truth is we've all had mentors throughout our careers that helped us along the way. Remember that and pay it forward.
When others ask for help, it can be tempting to reply back with "Sorry, I've got stuff to do." But guess what? We all have stuff to do, but we try to make time to be there for your teammates. We also try not to hesitate to reach out if we're having trouble. It can be difficult to admit when you're struggling, but get over yourself. No one is perfect and no one should expect you to be, just tell your team how you're struggling. And when help is offered, let go of the ego and allow people help you do things better.
4. Improve Yourself, Improve the Team
Sometimes new learning doesn't happen during the 9 to 5. We may need to put forth extra effort to build up some skills or learn some new things. We also need to continually improve our communication because it's the glue that holds teams together. Learn to work with people, not just alongside them. Real teamwork isn't just about getting work done it's working to accomplish a goal together. You'll need to communicate. A lot.
Look for ways to add more value, and help your teammates do the same. This is related to our value 'Build on Opportunity.' Be advised, the side effects of teamwork may result in extreme frustration, anger, euphoric happiness, hi-fiving, cheering, and possible group chants. If you experience one or more of these symptoms do not discontinue, you're doing it right.
Being a real team requires hard work from everyone involved. You're only as strong as your weakest link. So invest in yourself and each other, and keep asking about the 'i' in your team. What can I do to help others? What can I do to improve my skills? What can I do to help my teammates? Get these things right and those matching hoodies will actually start to mean something.
Six years ago we embarked on our first defined mission with a general sense of direction and cautious optimism. It was ambitious and pushed us to where we are today- an amazing design company that turned the idea of a consultancy upside down. We had the foresight to understand that solving digital design problems required more than just delivering some assets. Nothing about the mission was easy, but we did it. As a leader I was committed to making it happen for ZURB.
Today we're publishing our new mission. It's equally ambitious, but backed by the knowhow of seventeen years of design experience and the momentum of millions of designers around the world. We're excited to share our vision and hope that you can support us as we aim to provide the world with new and effective ways of solving design problems. The process of aligning everyone on the team around a set of statements that define our business wasn't an easy task. Quite frankly, it took numerous restarts to get things to stick.
Change the Way People Design Connected Products and Services
Our business purpose started with the idea of helping people design for people. It was easy to remember, but lacked the clarity our team wanted. This really was the spark that helped us get things moving to define the next phase of our business. It took about a year with commitment from our leaders and a desire to put a stake in the ground. As a team we dug deep and challenged our assumptions, and through a process of continuous iteration, we were able to define our mission and purpose statements! I'm so proud of our company.
We're a fun and intense group at ZURB, so our ambitions to change the way people design connected products and services shouldn't surprise many of our customers. We're dedicated to pushing the web forward, through frameworks like Foundation, training and design lessons, our design collaboration platform Notable and through our one-on-one Studios interactions with clients. When we pulled back to view our offerings, it was clear that everything we do is about inspiring people and teams to approach design problems in a different way.
This year we introduced a few of the ideas that capture this new design worldview- helping designers lead by design, finding ways to make design thinking practical for teams, and returning us to a place where we trust our design intuition. We call this Progressive Design and we're excited to share this with the world. It's captured in our mission:
Teach fifty million people how to effectively use progressive design to create better products & services through our consulting, training and software.
We believe Progressive Design will change the way designers and teams use design to create value for their users and business. We've put over a year into our thinking and can't wait to invite people into the conversation.
Finding Our Way
It's great having solid business goals. It's even more important to shape the way our team thinks about their role in this journey. We're a learning company that's based on a pod system, which means we give a lot of ownership directly to employees to solve problems. These core tenets at ZURB form the foundation of our success. We believe in our employees, and we want their success.
We've learned that finding a common purpose requires helping employees create pathways that align with the business. We've put a significant amount of time into defining these pieces. Without them, moving forward can feel downright scary and overwhelming. We want all employees to know that they're supported in this effort to change the way people design. This is the stuff that gets you all warm and fuzzy to start a day. It also creates friction that can make your head literally smoke. This isn't easy for ZURB or the employee, but we wouldn't have it any other way!
Together, We'll Make This Happen
Most businesses align their employees to products- at ZURB we put a heavy emphasis on team development to cross pollinate our ideas and skills. That means each team has a set of tenets they live by to create value for their teammates and the business. These are commitments to make ZURB stronger.
Teams also provide pathways in which ZURB can support individual career paths. Over the last year we've embarked on a new and exciting way to lead employees on a personal mission. Teams play a huge role in this effort and we're smitten with excitement to see our employees shine in this new system. Teams are the backbone of ZURB and we're committed to shaping the learning our employees get through this powerful organizational structure.
To the Future and Beyond
The next five to seven years will undoubtedly provide challenges we can't even envision yet. But with a strong purpose and vision for changing the way we think about design, we're confident we'll prosper as a team through all the changes that will come. With a solid direction, core values that help us find our center and a team committed to our goals, I can't see anything other than success. It's inspiring!
As a leader I'm filled with joy knowing the team worked hard to find common ground. Our leads created these ideas and our extended team shaped them. We're happy to share our vision and hope that you can help us on our mission.
Leading the charge at ZURB since 1998
"The ZURB sitcom," proclaimed our Chief Instigator about a year or so ago. A sitcom? What did he mean by that? At the time, we were considering how exactly we were communicating our story on the blog and our approach to content creation. But our Chief Instigator sparked an idea in us. There's a reason people love sitcoms ... well, television in general. There's something familiar in it, something that keeps the audience coming back again and again.
Now, he wasn't suggesting that we abandon design and start filming our own weekly show. But television is the perfect model for writing a brand story. A lot of television shows are brands in themselves. With that, we took a hard long look at what made certain shows successful — "Star Trek," "Friends," "I Love Lucy" and a few others.
Shows have an addictive quality to their premises, worlds and characters. These three crucial ingredients make up any episode in any show. Take your pick: "Star Trek" or "Mad Men" or "Breaking Bad." And these elements are something that any brand or piece of content can ape. When talking about brand, most start with voice and tone. And for good reason, because what you stand for as a company is very important to creating that tone and voice. But to create that voice and to understand that tone, we can look to the magical ingredients television has to offer. Which is precisely what we did.
The World, the Situation and the Characters
Let's break it down a bit more. Any television show has these three elements:
- There are characters who get into adventures and misadventures.
- There's a world that they inhabit, where they interact and where those escapades take place.
- There's a situation — a premise — in each episode.
And every show has a pitch line. For instance:
- "I Love Lucy": Lucy Ricardo is a New York housewife who always tries to get one over on her husband, nightclub singer Ricky Ricardo.
- "Friends": Six friends living in New York navigate the turbulent single scene.
- "Star Trek": A group of intrepid explorers venture into the depths of space on a five-year mission to seek out new life and civilizations.
The pitch is very important when it comes to television. Survive the pitch and you get to make a pilot (think of it of a prototype of what the show will be). When it comes to brand, you'll want to survive at least past the pilot to become something that airs from week to week for a long run.
Brand as a Television Show Pitch
A'right, time to put on those showrunner hats. We're going to show you how to walk into a pitch meeting and sell your "show" (read: product) so you can get the green light to make your pilot. First, let's take a look at a huge successful brand story — Coca-Cola. This is a brand that's got its story down. The story has evolved over the decades yet stayed so familiar. Coca-Cola is still about a shared experience.
If you were to pitch the show that is Coke to a room full of studio execs, you would say:
People around the world who share their time with each other over a Coke.
And that's the story they've worked hard to tell for more than 100 years. Coke is about sharing happiness with another person. As Bill Backer, creative director of the "I'd like to buy the world a Coke" ad, once said:
I began to see the familiar words, 'Let's have a Coke,' as a subtle way of saying, 'Let's keep each other company for a little while.
So let's go back a second to the world of Coke. It's the entire world, sure. But there's a mission in there as well: "sharing and togetherness." It informs their characters and the situation of their brand. And it gives them a unique voice that enables storytelling.
Through storytelling, Coke is able to create an emotional connection. They've evolved to be about happiness — but the mission remains the same, as do the characters and the situation. And with that, Coke has created a unique voice and brand that resonates.
Crafting a Better Brand Pitch
OK, Coke was easy. What about something with more opportunity craft a better story ' the Internal Revenue Service, or the good ol' IRS. Yes, folks, it's tax season for those of us in the States. And if there's a bigger brand than Coke, it has to be the IRS because only two things are certain in life: death and taxes. The IRS actually predates Coke by a mere 24 years, but the IRS has a bad rep, one that it's been unable to shake. The IRS has a reputation of poor customer service, where folks wait hours on end in lines or get the so-called courtesy disconnect (read: they hang up on you on purpose). And that's sent taxpayers on a flame war against the governmental agency.
But as John Oliver points out on his Late Night show, is it really their fault? After all, the IRS budget and workforce has been slashed amid scandals of overspending and wasted efforts, like a "Star Trek" parody that boldly went nowhere. But the most cardinal sin of all is that the IRS just comes across as plain boring, which John Oliver is also quick to point out. As a governmental body, they're all facts and no personality. Just check out this tweet:
Money and parting with it can spur strong emotions. But there's no emotional connection from the IRS. Where's the soul? There doesn't seem to be an understanding of the world they live in, or who their characters are in their story. They don't seem to be aware of the emotions that money can stir. What they need is a better brand pitch.
How would you pitch the IRS? First, lets define the world. It's certainly not the cold government buildings the IRS occupies. It's a bit broader than that. It's all 50 states, from sea to shining sea. The characters are the taxpayers, of course. Now the situation. Well, that's tricky because we've vilified the agency with a nefarious purpose. But our taxes pay for things that keep the country ticking. Yet is that a situation that speaks to people? Not really. A situation that relates more to their investment. You've got to speak more on a dollar to dollar basis, like:
Say what? $1 of tax enforcement yields $6! Now that's a pitch. You mean to say that the money that goes into the system has a return? Now let's pitch the heck out of this to our Studio execs. Here we go:
The safest investment for your money that yields $6 for every dollar spent on tax enforcement.
Get to Make Your Pilot
A pitch can help your brand create a stronger story that is consistent, and tells a compelling yarn that customers will want to be part of. And by figuring out what your world is, what is the situation in that world, and who your characters are, you can create your unique voice. And tell your story. More importantly, you'll survive the pilot season and get to make your show ... um, product.
- Page 1 of 26
- Older Posts »