We share tools to take mindful actions that help creators bridge the gap between strategy and execution.
“What happens when I tell the story to another person, is that all these other things show up, without me asking for them… The person you told the story to will tell you what they thought of it, they will help you make your story and your character better. I encourage everybody to keep telling your story over and over again in order to make it better. You’d be surprised how good your stories become over a short period of time, and you don’t have to sit alone in a room with thinking if it’s good or bad or whatever. Somebody can tell you, if you ask.” - The art of storytelling | Pixar in a Box | Partner content | Khan Academy
"Finally after about six hours of this (prototyping and testing), we get it just right. It's a symphony of efficiency, not a wasted motion." The movie The Founder directed by John Lee Hancock shows how McDonald brothers built "Speedy System" of making the hamburgers for the first time in the food market.
You want work that meets the three requirements of joy, money, and flow. The closer you come to your ideal intersection of these three qualities, the happier–and more successful–you'll be. This book is designed to get you there–to be your ticket to your lottery-winning career. –pg.54
Develop the habit of being a humble expert. Be interested more in how other people do things than in telling them how you are doing it. Your work will speak for itself. I still struggle with imposter syndrome, but over time I've tried to support as much as possible in specific ways. –pg.122
When the stakes are high and you need to choose whether to give up on any project or course of action, ask yourself these two basic questions:
1. Is it working?
2. Do you still enjoy it?
You'll be far more successful in the long term if you're honest with yourself about each of them. –pg.296
Born for This By Chris Guillebeau
“Community is critical for creative folks because creating the work is so inwardly focused. … Participating in a community becomes a way to let some sympathetic people into your process so you don’t go crazy, while still protecting the work in its unfinished and fragile state. I see community as people working parallel to one another, sharing information and resources freely with each other. This is how useful information spreads around and how creative people find new opportunities.”
– Frank Chimero
If you don't have a clear promise, you are confusing your customers. Luca de Meo, Head of Sales and Marketing at Audi, states that consistency and looking for what is relevant to the consumer is the key to success in Business Marketing. Watch full video
Focus on Creating Value “price is what you pay, value is what you get. In other words, from the individual’s perspective value is a much richer, more dynamic concept than cost, involving human behavior and emotions. Value is a perceived benefit.”-pg.35
Create Shared Value “A big part of the problem lies with companies themselves, which remain trapped in an outdated approach to value creation that has emerged over the past few decades. They continue to view value creation narrowly, optimizing short-term financial performance in a bubble while missing the most important customer needs and ignoring the broader influences that determine their longer-term success.” -pg.53
“Mapping customer journeys provides the insight for the design of better experiences. This in turn contributes to revenue growth.” -pg. 85
If your company have highly satisfied customers, ask if the company is personal. A brand that has a strong emotional connection between their customer has the high awareness ratio and are more valuable than their competitors.
EJ: I want to be involved in a strategic process, like researching the problem, planning the product before start designing. Often in a design agency, I had to design with not enough information. One time I had to design the poster without knowing anything about the client. I was asked to design massive amount in few days. I felt stupid doing all of that without knowing what it was for.
SV: I think there was must be a reason why.
EJ: The person who asked me to do wanted me to not have limitation being creative.
SV: It’s the same in strategy, too. sometimes you have to go beyond the sexy part of the strategy. You have to read a lot, go back to interview recordings and listen for hours until someone says something you find interesting and then write it down.
EJ: It doesn’t sound that sexy, but there is a purpose to that. You are doing all of that to find the insight. But if you don’t know what you are designing, just being creative doesn’t make the product good.
SV: Yeah! It’s frustrating for strategists too. Doing all the researching and then later not being able to figure out the problem or figuring out the wrong problem. Somehow it’s similar to your poster situation. You may feel that don’t know what you are doing. But by doing it anyway, you end up in a good place. There is creativity in strategy too, and there is the strategy in design as well. They are not separate each other. The role of designers is to think differently than how strategists would think. Strategists may be limited by what they know and may not be able to think abstractly enough.
EJ: Thank you for your thought, that will help a lot for people who are like me.
SV is a Senior Strategist working in NYC
" There are many things that I want to customize and design within the template I have. Everything we think, write, or design needs to fit in a structure and sometimes that structure is limiting, and it stops being useful. "
" A mistake many companies make is being too involved with their own idea of their brand. Your brand is purely based on the perceptions of your audience. It takes a lot of effort and money to change a brand’s perception and doing something that doesn’t align with it, often creates confusion among your customers. "
Many startups take marketing as a tool for selling product and fail. What business are you really in? Define your company and product based on your customer’s needs and wants.