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Design like a Content Strategist

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My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt …

My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt

This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak.

The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.

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Transcript

  • 1. @scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
  • 2. Hooray, I’m a content strategist! #VMT
  • 3. #VMT Now what?
  • 4. CONTENT
 PROBLEM
 AVALANCHE!
  • 5. #VMT Why […] ? (x infinity)
  • 6. I don’t know. #VMT
  • 7. #VMT
  • 8. I don’t understand. #VMT
  • 9. Never delegate understanding. - Charles Eames
  • 10. Clarity is empowering. #VMT
  • 11. #VMT
  • 12. Stop. Step back. Abstract. #VMT
  • 13. V M T
  • 14. TMV TMV V M T
  • 15. VISION MISSION TARGETS V M T V M T
  • 16. VISION MISSION TARGETS V M T Business V M T
  • 17. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business
  • 18. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand
  • 19. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand Organization Project Context
  • 20. Stop. Step back. Abstract. #VMT
  • 21. An Interlude:! 5 PROJECTS FROM HELL #VMT
  • 22. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 23. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 24. VISION MISSION TARGETS VOICE MESSAGE TONE The Grilled Cheese
  • 25. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 26. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 27. VISION MISSION TARGETS VOICE MESSAGE TONE The Sales Project
  • 28. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 29. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 30. VISION MISSION TARGETS VOICE MESSAGE TONE The Technical Founder
  • 31. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 32. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 33. VISION MISSION TARGETS VOICE MESSAGE TONE The We Need To Be on Pinterest
  • 34. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 35. VISION MISSION TARGETS VOICE MESSAGE TONE
  • 36. VISION MISSION TARGETS VOICE MESSAGE TONE The C-Suite
  • 37. VISION
  • 38. Visions are realized.
  • 39. Clear visions are ambitious.
  • 40. Rework p. 44, 2010 When you don’t know what you believe, everything becomes an argument. - Jason Fried and David Heinemeier Hansson
  • 41. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 42. Manifesto TOOL
  • 43. WHO needs WHAT because WHY Problem Statement Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem- putting-purpose-back-into-your-projects TOOL
  • 44. VOICE
  • 45. A voice is found.
  • 46. A clear voice is unique.
  • 47. As predicted in her closing plenary at the 2013 IA Summit In 30 years... ! Every business is digital. ! Every business is in the user experience business. - Karen McGrane
  • 48. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 49. A really good name. FOCUS ON:
  • 50. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  • 51. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  • 52. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  • 53. I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.- Jeff Bridges is The Dude The Big Lebowski
  • 54. Elevator Pitch Workshop TOOL
  • 55. Theme Audit TOOL Select a group of key pages/ documents (10-30) and highlight common themes in different colors.
  • 56. MISSIONMISSION
  • 57. Missions are accomplished.
  • 58. Clear missions have an end.
  • 59. There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer #VMT
  • 60. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 61. Concept Modeling TOOL Give the abstract more substance with a structured diagram focused on relationships.
  • 62. MoSCoW TECHNIQUE
  • 63. MoSCoW TECHNIQUE Must Include
  • 64. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy)
  • 65. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way)
  • 66. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way) Won’t Include (in this version, at least)
  • 67. Good start: UIE article on “short form creative brief” CREATIVE BRIEFS TOOL
  • 68. MESSAGE
  • 69. A message is designed.
  • 70. A clear message has structure.
  • 71. People who think well, write well. ! Woolly minded people write woolly memos, woolly letters and woolly speeches. - David Ogilvy
  • 72. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 73. Message Architecture TECHNIQUE
  • 74. Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE
  • 75. CORE + PATHS DIAGRAM TECHNIQUE
  • 76. TARGETS
  • 77. Targets are chosen.
  • 78. Clear targets are specific.
  • 79. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 80. PERSONAS TOOL
  • 81. It’s 3 a.m. Do you know how many domains your organization has registered? CHANNEL INVENTORY TOOL
  • 82. TONE
  • 83. Tone is responsive.
  • 84. Clear tone is appropriate.
  • 85. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 86. EMPATHY MAP TOOL THINKING FEELING HEARING SEEING DOING
  • 87. I don’t understand. #VMT
  • 88. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  • 89. That’s all. Thank you. #VMT
  • 90. ?Questions? kubie.co/vmt #VMT