The Biggest Factor in Brand Loyalty You’re Overlooking

Simba or Hamlet.pngLeft Photo by Hans Veth via Unsplash Right Photo by Phil Kalina via Flickr CC

Most organizations define their brand through “Brand Guidelines.” While these are a step in the right direction, they just aren’t enough to create a brand that people love. Just look at the name “Brand Guidelines.” Would you think that has anything to do with how team members interact within the organization? Nope. Does that name even really imply injecting emotion into your designs? Not really. The word “brand” itself has a connotation of an assumed visage, a mask. Most of the time, these guidelines are just seen as a marketing effort to make sure that the visual aspects of our designs and ads are consistent (Our color hex code is #2196F3, not #1E88E5. Can you please change the text to match that color?) This not only continues to perpetuate the myth that design is only about the visual elements, but also does nothing to help us create truly unforgettable experiences for our customers.

People don’t fall in love with brands because of their color scheme. People fall in love with brands because they think of brands as, well, people. When you meet a new person, you make all kinds of judgments about whether this person is going to be just a casual acquaintance or a friend for life. But more important than aesthetics is their personality.

The Biggest Problem with Agile Design (and how to fix it)

The Director and the Jedi.pngPhoto by Daniel Benavides via Flickr CC

I recently had the chance to watch The Director and the Jedi, an extraordinary documentary about the making of Star Wars: The Last Jedi, and one thing was very clear from the film: Director Rian Johnson deserves a standing ovation.

While there might be some of you out there that feel like the film didn’t live up to the holy standards of The Empire Strikes Back (because it didn’t), it’s hard to argue that it wasn’t a successful movie. (It’s the 10th highest grossing film of all time for crying out loud.) So putting aside criticisms of the film itself, Rian Johnson deserves a round of applause because of the sheer amount of effort that is required to pull off a film like Star Wars.

How Successful Innovators Design for Confrontation

As designers, innovators, and entrepreneurs, our mission is always to make people’s lives easier. Every workflow we design is aimed at reducing the amount of cognitive load our users’ experience, and every product we create is pitched the same way – “Hey the way you’re currently doing things is painful; here’s an easier way!” So when Steve Selzer, a Designer Manager at Airbnb, gave a talk suggesting that ‘making things easier’ isn’t always a good idea, I did a double take.

Kaizen — How One Little Word Can Change the World

The Lean Startup. Lean Manufacturing. Six Sigma. If you’re a student of entrepreneurship and organizational efficacy, you know there’s one principle that has been the key to success for thousands of companies — Kaizen. But if you’re like most people, you probably haven’t heard of Kaizen. That’s because Kaizen is actually a Japanese word that literally means “improvement,” but today most people use it to mean “continuous improvement.”

What the Biggest Marketing Stunt of 2018 Means for the Future of Design

Poker Table At SXSW.png Me – living the dream – playing poker in the Westworld “Park” at SXSW

Despite the fact that I attended South by Southwest for the talks on design and innovation, and despite the fact that (most of) those talks were truly amazing, when I returned home, the thing that I couldn’t wait to share with everyone was actually an immersive marketing experience for the popular HBO show, Westworld. And yes, after telling some friends and family this story they all thought that the conference didn’t have anything to do my job and that it was just one crazy party; but after giving it some thought, this marketing stunt might just have the biggest impact on my role as a designer.

How to Build Authentic Products

You hear lots of people talk about the importance of authenticity, but why is authenticity so critical for innovation? Well as it turns out, your users will treat their relationship to your innovation (and you, by extension) as they would any other personal relationship in their lives.  So, even though your innovation is most definitely not a person, your users will tend to think of it like one. They’ll think of it in terms of personality, and sometimes even gender!

As soon as we realize that our designs are being thought of as a personal relationship, authenticity becomes critical. We don’t like people in our personal life that are inauthentic, and our users won’t like products that are inauthentic. Your users are smart; they can tell when you’re being inauthentic.  Once they sense that you have a purpose other than what you purport it to be, they will lose their faith in you.

To be an Innovation Legend, do you have to be an A**hole?

Elon on Stage My View of Musk As the Crowd Goes Crazy at SXSW 2018

If you’ve ever been to the SXSW Conference, you know it’s full of many surprises. This year none was bigger than the announcement that Elon Musk would be speaking. As soon as the email went out, I knew I would wake up as early as I had to in order to get tickets to see him talk. It didn’t matter if it meant waiting in line for hours or that I would miss the Melinda Gates’s keynote (that was poorly scheduled right after his). And I wasn’t the only one that felt this way.

The Evolution of Elon Musk: The Good, The Bad, and the Ugly

Elon Musk2Photo by Web Summit via Flickr CC

As someone who considers themselves up-to-date with the latest news and trends on everything design and innovation, I was taken aback when I saw a Facebook post back in December. My friend was calling out Elon Musk for being a jerk (and no it wasn’t one of the those Facebook friends that rants about everything). He was referring to a Twitter battle between Musk and Jarrett Walker, a public transit policy consultant with a PhD in humanities.  

Their Twitter feud began because of Elon’s comments at an AI Conference. Musk had called out public transportation for being a “pain in the ass” and that you could end up sharing a ride with someone “who might be a serial killer.” This led to a series of tweets by Walker aimed at Musk, saying that Musk wanted to create a public transportation system designed for the protection of the elite. To which Musk simply responded, “You’re an idiot.”

How to Think Like an Idealist

Idealist.pngPhoto by Tim Gouw via Unsplash

Feedback is absolutely essential to producing a successful innovation. Innovators and designers probably subject themselves to more feedback than just about anyone else. And while feedback is good for the product they’re creating, feedback can take a toll on the creator. Sure it’s truly great to discover what kinda sucks about what you’ve made. But hearing over and over again that what you’ve made isn’t all that great can wear on you. This is why innovators need to be resilient. They need to embrace the mindset of an idealist.

Idealists are strange folks. They’re relentlessly optimistic, but they’re not blind. Far from it. They’re keenly aware of all the imperfections in the world. Seeing so much wrong doesn’t get them down, though. Idealists are the kind of people that believe all problems are solvable. They’re both rationally unsatisfied and emotionally optimistic.

Maintaining this balance takes work, but there are three habits you can practice to help bolster your idealist mindset.

Why Innovators Need to Become Chief Communication Officers (Part 2)

The innovation process requires a lot of communication. It begins by discussing the problem, then talking through potential solutions, followed by clearly articulating how to implement the selected solution, and finally it involves telling (and selling) the innovation’s story. These different stages of communication involve not just the core design team but also every department of the organization (oh yeah, and the people we’re designing for as well). Because of this, designers and innovators need to be elite communicators. We have to think of ourselves as the Chief Communication Officers (CCO) of our organizations.