Howdy...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
I’m a former student of
                      Prof Norman McNally



Wednesday, 3 March 2010
I live...



Wednesday, 3 March 2010
here.




Wednesday, 3 March 2010
which is about...

Wednesday, 3 March 2010
here
Wednesday, 3 March 2010
or here.




Wednesday, 3 March 2010
but more importantly...



Wednesday, 3 March 2010
it’s near...



Wednesday, 3 March 2010
here.




Wednesday, 3 March 2010
So I work from...



Wednesday, 3 March 2010
here
Wednesday, 3 March 2010
or here



Wednesday, 3 March 2010
or here




Wednesday, 3 March 2010
or here




Wednesday, 3 March 2010
Or kinda from
                          anywhere really...



Wednesday, 3 March 2010
What do I do?



Wednesday, 3 March 2010
My job title is
                          kinda hard to
                           work out...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Basically...



Wednesday, 3 March 2010
I help start
                          & oversee
                          businesses


Wednesday, 3 March 2010
as a way to get good
                             ideas out there.


Wednesday, 3 March 2010
But more on
                           that later...



Wednesday, 3 March 2010
For now...



Wednesday, 3 March 2010
I’d like to
                          go back



Wednesday, 3 March 2010
to when I was
                          in shoes similar
                             to yours...


Wednesday, 3 March 2010
I’ll talk through



Wednesday, 3 March 2010
some of the
                          journey since



Wednesday, 3 March 2010
as a way to share



Wednesday, 3 March 2010
some of my learning



Wednesday, 3 March 2010
hoping to



Wednesday, 3 March 2010
spark



Wednesday, 3 March 2010
insight



Wednesday, 3 March 2010
that will mean this is
                  time well enough spent



Wednesday, 3 March 2010
Wednesday, 3 March 2010
This won’t be:




Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured




Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured
               • With Bullet Points



Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured
               • With Bullet Points
               • And 3 key take hom...
Instead,
                          I’m hoping for...



Wednesday, 3 March 2010
more
                          of
                               a
                                   ramble
Wednesday, 3 ...
with a l o o s e vibe.



Wednesday, 3 March 2010
More of an
                          approach



Wednesday, 3 March 2010
rather than a
                              result



Wednesday, 3 March 2010
I’m calling it:



Wednesday, 3 March 2010
9 things
                      I’ve
                          learned
                              uni
                  ...
So, uni...



Wednesday, 3 March 2010
I started in:




Wednesday, 3 March 2010
I started in:



             Industrial
              Design

Wednesday, 3 March 2010
Planning to add:



             Industrial
              Design      +
                          Mechanical
             ...
But then...



             Industrial
              Design      +
                          Mechanical
                  ...
…my uni pinched an
                   idea from Glasgow:




Wednesday, 3 March 2010
…my uni pinched an
                   idea from Glasgow:

                    Product Design
                      Enginee...
So I swapped to that.



Wednesday, 3 March 2010
So I was doing uni...



Wednesday, 3 March 2010
...and it’s kinda slow



Wednesday, 3 March 2010
(not many
                          Prof. McNally’s)



Wednesday, 3 March 2010
So I start freelancing



Wednesday, 3 March 2010
Logos




Wednesday, 3 March 2010
Logos




                          for friends
Wednesday, 3 March 2010
Logos




                                                       for friends
                          or friends of frien...
Products




Wednesday, 3 March 2010
Products

     (for family)




Wednesday, 3 March 2010
Products
                          (for free)




Wednesday, 3 March 2010
Products
                          (or almost free)




Wednesday, 3 March 2010
Products




Wednesday, 3 March 2010
Which brings me to
                             learning #1



Wednesday, 3 March 2010
1. Learn to fail quickly
                              (& cheaply)




Wednesday, 3 March 2010
They were small projects




Wednesday, 3 March 2010
They were small projects

                          For people that knew me




Wednesday, 3 March 2010
They were small projects

                          For people that knew me

                          Or that I started f...
So they couldn’t break me



Wednesday, 3 March 2010
How did I go?



Wednesday, 3 March 2010
Only OK



Wednesday, 3 March 2010
I wasn’t as good as
                             I wanted to be



Wednesday, 3 March 2010
So I shipped myself off...



Wednesday, 3 March 2010
...to Glasgow
Wednesday, 3 March 2010
(that’s how we picture you
              guys down there…)



Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          Glasgow School of Art
GSA product design
                          course had a good
                              reputation


Wednesday, 3 Mar...
Which was where I met
                     Prof McNally



Wednesday, 3 March 2010
Who taught me #2...



Wednesday, 3 March 2010
2. It’s the question
                              that matters



Wednesday, 3 March 2010
“The mere formulation
                of a problem is far
              more essential than it’s
                     solu...
Engineers are generally
                   great problem solvers.


Wednesday, 3 March 2010
It’s why engineering is
                             the most common
                          undergrad degree for
      ...
But we’re generally not as
           good at problem defining


Wednesday, 3 March 2010
I’d thought I was going to
                   Glasgow to learn
                       ‘Design’


Wednesday, 3 March 2010
And instead, I had my
                        first real taste of...


Wednesday, 3 March 2010
Marketing



Wednesday, 3 March 2010
Marketing
                          (although I don’t think Prof McNally
                                   would call it ...
The majority of
                          each project...



Wednesday, 3 March 2010
was spent learning how to
           ask the right question.



Wednesday, 3 March 2010
We would pull
                          markets apart



Wednesday, 3 March 2010
Looking at them
                          from multiple angles



Wednesday, 3 March 2010
Watching users



Wednesday, 3 March 2010
Becoming the user



Wednesday, 3 March 2010
Experimenting on users



Wednesday, 3 March 2010
And even talking to
                          them on occasion



Wednesday, 3 March 2010
Trying to gain...



Wednesday, 3 March 2010
insight



Wednesday, 3 March 2010
That others have missed



Wednesday, 3 March 2010
Now this might be
                      old hat to you guys…


Wednesday, 3 March 2010
but for a convict
                            from down under,
                          it was kinda new…


Wednesday, 3 ...
Like Nits



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Or Fruit
                          (my first project back in Oz)




Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
I loved this approach



Wednesday, 3 March 2010
In fact, thinking about
                              Drucker now...


Wednesday, 3 March 2010
“Marketing is the whole
             business seen from the
            customer’s point of view”
                        ...
I realised that all projects,



Wednesday, 3 March 2010
whether engineering,
                          design or business,



Wednesday, 3 March 2010
should begin with
                             marketing.


Wednesday, 3 March 2010
So after a year in Glasgow



Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          Travelling loads
Surfing most weekends
Wednesday, 3 March 2010
No matter what the weather
Wednesday, 3 March 2010
It was time to turn back
Wednesday, 3 March 2010
home
                          to Oz
Wednesday, 3 March 2010
Bang out my last uni years



Wednesday, 3 March 2010
(trying lots of market maps...)
Wednesday, 3 March 2010
Meet my future wife




Wednesday, 3 March 2010
Bust
                          through
                          some
                          proper
                   ...
Then think...



Wednesday, 3 March 2010
Ehhhh,
                          enough of that



Wednesday, 3 March 2010
And decided to come
                       back to the UK...



Wednesday, 3 March 2010
because my
                          design & marketing
                            skills were not
                      ...
My Glasgow friends had
                 moved to London
Wednesday, 3 March 2010
So that’s where
                          we made camp...



Wednesday, 3 March 2010
Started applying for jobs



Wednesday, 3 March 2010
...



Wednesday, 3 March 2010
And kept applying for jobs...



Wednesday, 3 March 2010
I couldn’t even get past
                      the receptionists!



Wednesday, 3 March 2010
So I got a job at a
                           hardware store



Wednesday, 3 March 2010
Which was around the
                       corner from



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Where I would hang at
                       every chance



Wednesday, 3 March 2010
Soon the surf shop
                           offered me a job



Wednesday, 3 March 2010
Which was more fun than
             the hardware store



Wednesday, 3 March 2010
I kept applying for
                              design jobs



Wednesday, 3 March 2010
And finally got a
                          foot in the door



Wednesday, 3 March 2010
via a guy a mate played
                       soccer with...



Wednesday, 3 March 2010
at Industrial Facility



Wednesday, 3 March 2010
with Sam Hecht

Wednesday, 3 March 2010
a guy in lots of
                          design books



Wednesday, 3 March 2010
We did stuff for...



Wednesday, 3 March 2010
Epson
Wednesday, 3 March 2010
Mathmos
Wednesday, 3 March 2010
Magis
Wednesday, 3 March 2010
Whirlpool & Muji
Wednesday, 3 March 2010
We did ‘pure’ concepts



Wednesday, 3 March 2010
That were meant to help
               explore future directions
                 for these companies


Wednesday, 3 March...
I didn’t really dig it...



Wednesday, 3 March 2010
There weren’t enough
                          constraints



Wednesday, 3 March 2010
It was more
                               art
                              than
                             design

Wed...
Which helped me realise
                        #3



Wednesday, 3 March 2010
3. Constraints help
                              define your
                             opportunities


Wednesday, 3 Mar...
Constraints in the creative process




Wednesday, 3 March 2010
With a star designer...



Wednesday, 3 March 2010
I was working on art,
              not design (& was a long
               way from engineering).


Wednesday, 3 March 20...
Wednesday, 3 March 2010
All this while
                     (churning out art that we called design)




Wednesday, 3 March 2010
I was still doing shifts at
                     the surf shop...


Wednesday, 3 March 2010
trying not to go broke.



Wednesday, 3 March 2010
There’s some downtime
                    in a surf shop
Wednesday, 3 March 2010
So I’d try & make
                           stuff for them



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Because it was no
                 longer just a sales guy’s
                          opinion,


Wednesday, 3 March 2010
now it was an official
                  poster on choosing the
                    right board for you,


Wednesday, 3 Mar...
board sales grew
                           around 900%



Wednesday, 3 March 2010
It was a fun place to play



Wednesday, 3 March 2010
Wednesday, 3 March 2010
After a year...



Wednesday, 3 March 2010
We got jack of London



Wednesday, 3 March 2010
So
                          came
                          home
                          to Oz
Wednesday, 3 March 2010
I’d done the engineering



Wednesday, 3 March 2010
I’d done the ‘design’



Wednesday, 3 March 2010
And I’d realised a core
                             truth...


Wednesday, 3 March 2010
4. “Life isn’t about
                           finding yourself.
                              Life is about
             ...
I was evolving a
                          better vision of what
                           I wanted to be...


Wednesday,...
And it was
                          incomplete.


Wednesday, 3 March 2010
I wanted to understand
                 the complete business
                        process,


Wednesday, 3 March 2010
and ‘desire’
                          (brands & marketing)
                              is where I was
                 ...
So that was enough
                           of an excuse to...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          move to Torquay!
It was either




Wednesday, 3 March 2010
It was either


                               or


Wednesday, 3 March 2010
I chose Rip Curl for
                              2 reasons...


Wednesday, 3 March 2010
1. More Techie (I’m still an engineer)




Wednesday, 3 March 2010
1. More Techie (I’m still an engineer)
        2. Seemed to need more help



Wednesday, 3 March 2010
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again....
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again....
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again....
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again....
They liked me, but
                          couldn’t work out
                           the best spot...


Wednesday, 3 ...
The thing they
                           liked most?


Wednesday, 3 March 2010
My fruit chart




Wednesday, 3 March 2010
They thought I
                           might help them
                          think more clearly.


Wednesday, 3 Mar...
With no perfect
                           openings...


Wednesday, 3 March 2010
They offered me a
                          low paid accessory
                             designer role


Wednesday, 3 M...
Which I jumped at!



Wednesday, 3 March 2010
Hats, belts,
                          jocks & socks...


Wednesday, 3 March 2010
...I was in.



Wednesday, 3 March 2010
4 seasons a year




Wednesday, 3 March 2010
4 seasons a year
      70 odd products a season



Wednesday, 3 March 2010
4 seasons a year
      70 odd products a season
         This was fast design


Wednesday, 3 March 2010
But a perfect way to
                               discover...


Wednesday, 3 March 2010
5. The Feedback Loop



Wednesday, 3 March 2010
5. The Feedback Loop
                     (Probably the single most under-
                 appreciated part o almost ever...
Designing about 280
                        products a year,


Wednesday, 3 March 2010
which either
                          sold or bombed,


Wednesday, 3 March 2010
you could work things out
              pretty quickly...


Wednesday, 3 March 2010
...but most designers
                             didn’t.


Wednesday, 3 March 2010
They designed,



Wednesday, 3 March 2010
then moved on.



Wednesday, 3 March 2010
They never monitored,
                 reviewed, or debriefed.


Wednesday, 3 March 2010
Maybe they were worried it
       would expose a weakness


Wednesday, 3 March 2010
Or the fantasy just seemed
          nicer than the reality


Wednesday, 3 March 2010
But this is scary common



Wednesday, 3 March 2010
even with engineers.



Wednesday, 3 March 2010
...



Wednesday, 3 March 2010
While designing soft
                          accessories, I was
                          getting to know the
          ...
Spot



Wednesday, 3 March 2010
Grab



Wednesday, 3 March 2010
I was now a
                          Product Manager
                            (brand, business & product)




Wednesda...
Wednesday, 3 March 2010
Wednesday, 3 March 2010
At that point, the division
                  was a factory for
                square school bags


Wednesday, 3 March 20...
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Every type of square



Wednesday, 3 March 2010
Which to me,



Wednesday, 3 March 2010
seemed a
                          disconnect with...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
So that became
                          our new angle...



Wednesday, 3 March 2010
Get back to
      selling the dream
Wednesday, 3 March 2010
Which was when we hit
          our next stumbling block...



Wednesday, 3 March 2010
6. Asking customers
                              is not enough



Wednesday, 3 March 2010
“If I had listened to my
          customers, I would have
         given them a faster horse”
                           ...
The aim becomes
                          to give customers
                          what they will value,
              ...
From sales reps to
                          existing consumers...



Wednesday, 3 March 2010
They were asking for
           better square school bags



Wednesday, 3 March 2010
MORE sections



Wednesday, 3 March 2010
BIGGER zips



Wednesday, 3 March 2010
CHEAPER prices



Wednesday, 3 March 2010
Yet when I’d go on boat
                     trips through Indo



Wednesday, 3 March 2010
Or jungle treks through
                             Tahiti
                           (for research)




Wednesday, 3 Mar...
Or jungle treks through
                             Tahiti
                           (for research)




Wednesday, 3 Mar...
I’d watch surfers struggling
                with a crap pack



Wednesday, 3 March 2010
So we had to put new
                     ideas in front of them,



Wednesday, 3 March 2010
& see what connected.



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
We made progress



Wednesday, 3 March 2010
Monitored the results



Wednesday, 3 March 2010
Evolved the offering



Wednesday, 3 March 2010
& repeated



Wednesday, 3 March 2010
Sales grew



Wednesday, 3 March 2010
quickly



Wednesday, 3 March 2010
Which let our team




Wednesday, 3 March 2010
Take on a more global role



Wednesday, 3 March 2010
We weren’t really
                            asked to...



Wednesday, 3 March 2010
But it would let us get
                      more volume behind
                             our ideas


Wednesday, 3 Mar...
Which then let us step
                        it up again...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
And marketing budget appeared...
Wednesday, 3 March 2010
& we even got new titles




Wednesday, 3 March 2010
& we even got new titles




Wednesday, 3 March 2010
But in the surf game...



Wednesday, 3 March 2010
Bags & Equipment
                          are not exactly the
                           lead categories


Wednesday, 3 M...
Boardshorts
                          are what get the love


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
When marketing a
                           brand in tropical
                              locations


Wednesday, 3 March...
Boardshorts
                          are often the only
                           visible product


Wednesday, 3 March 2...
But Rip Curl’s
                          boardshorts had
                             stagnated


Wednesday, 3 March 2010
So I was asked to
                              help out...



Wednesday, 3 March 2010
Injecting some brand
                    values back in to them



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Or as mates
                          would say...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
The issue?



Wednesday, 3 March 2010
Once again, they
                          had been building
                          what the retailers
                ...
rather than what the
                     customers had not yet
                      realised they wanted
               ...
For most users...



Wednesday, 3 March 2010
They say the look is
                             what matters



Wednesday, 3 March 2010
But with boardies,
                     if there is no
              functional underpinnings,


Wednesday, 3 March 2010
the look is undermined



Wednesday, 3 March 2010
So instead of just
                           building
                   brighter basic boardies


Wednesday, 3 March 2010
We decided to tackle
                             3 key targets
                            we thought our
               ...
1. The Core surfer
           2. The aspiring surfer
           3. The fashion forward surfer
                          (w...
1. The Core surfer
           2. The Aspiring surfer
           3. The fashion forward surfer
                          (w...
1. The Core surfer
           2. The Aspiring surfer
           3. The Fashion surfer
                          (who we we...
High Price,
         1. The Core Surfer   High Performance




Wednesday, 3 March 2010
2. The Aspiring Surfer   Fit, Details
                                 & Features




Wednesday, 3 March 2010
3. The Fashion Surfer   Connect to
                                   creative cats




Wednesday, 3 March 2010
So here’s a favourite
                           lesson of mine...


Wednesday, 3 March 2010
Coming in at #7...



Wednesday, 3 March 2010
7. Understand where
                              your market is



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Interestingly, boardies straddle all of these segments
Wednesday, 3 March 2010
Core      Average   Public
                          surfers   consumer    Pool
Wednesday, 3 March 2010
Or if you ain’t the big guy, look to
                           redefine the performance axis
Wednesday, 3 March 2010
I love this conceptual
                                   map...


Wednesday, 3 March 2010
The way it makes you
              consider the most
          relevant performance axis,


Wednesday, 3 March 2010
understand how well
                          served the market is,



Wednesday, 3 March 2010
And consider if there is
                    a chance to redefine
                    the performance axis


Wednesday, 3 M...
...




Wednesday, 3 March 2010
So I’d got to play with
                             all these areas


Wednesday, 3 March 2010
We’d got some
                          awesome growth


Wednesday, 3 March 2010
Travelled the world
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Mixing work & play
Wednesday, 3 March 2010
(with lots of play)
Wednesday, 3 March 2010
But it was feeling
                            a little hollow



Wednesday, 3 March 2010
My learning had
                              slowed



Wednesday, 3 March 2010
I was realising that my
                         passion was to...



Wednesday, 3 March 2010
8. Work on Thinking,
                              not on things



Wednesday, 3 March 2010
The world is not only
                              changing...



Wednesday, 3 March 2010
It is changing faster



Wednesday, 3 March 2010
Accelerating change
                               means...



Wednesday, 3 March 2010
The things you learn
                           here will me mostly
                          outdated by the time
       ...
Hopefully the thinking
                       will be your take out



Wednesday, 3 March 2010
You’ll have
                          learned to learn



Wednesday, 3 March 2010
“it is not the strongest
            species that survive,
        nor the most intelligent, but
         the ones who are...
So just over
                          a year ago


Wednesday, 3 March 2010
I split Rip Curl



Wednesday, 3 March 2010
& started some
                          businesses with
                          2 other partners


Wednesday, 3 March 2...
We call it



Wednesday, 3 March 2010
Wednesday, 3 March 2010
It’s kind of a
                          business incubator



Wednesday, 3 March 2010
Where we try to



Wednesday, 3 March 2010
build value




Wednesday, 3 March 2010
build value
                          from good ideas



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
These businesses
                          span 3 areas that we
                            believe we have
              ...
1. Healthcare & Industrial products
         2. Web Space
         3. Step-Up brands



Wednesday, 3 March 2010
We try to build these
                             businesses:
                                  Lean
                    ...
Because we have
                              realised a
                          fundamental truth...


Wednesday, 3 Mar...
9. The great ideas are
                  usually only obvious in
                         hindsight


Wednesday, 3 March 2...
For all your planning,
                           theories & efforts...


Wednesday, 3 March 2010
...you still usually get it
                             wrong.


Wednesday, 3 March 2010
Then the little thing you
         never expected much of...


Wednesday, 3 March 2010
brings
                          home
                          the
www.smileyland.com
                          bacon.
We...
My favourite
                          example of this...



Wednesday, 3 March 2010
is everyone’s favourite
                 example of everything...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
We all know it has
                    changed the worlds of
                     Product, Marketing,
                    ...
And we all knew it was
                 always going to right...?



Wednesday, 3 March 2010
nope...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
When you look in to it...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
SEARCH IS COOKED!

                  Passed over by the best
                   VC firms in the game
Wednesday, 3 March 2010
While investors
                          had poured in to...



Wednesday, 3 March 2010
Apple’s Newton
Wednesday, 3 March 2010
Multi billion dollar satellite
                          phone systems
Wednesday, 3 March 2010
And American car
                             companies
Wednesday, 3 March 2010
Great ideas are not obvious
                          (except in hindsight)




Wednesday, 3 March 2010
Great ideas are not obvious
                          (except in hindsight)




Wednesday, 3 March 2010
So we try not to
                          predict too much
                            (except in hindsight)




Wednesda...
Instead,
                          we build something
                              cheaply...
                           ...
get it to market...
                             (except in hindsight)




Wednesday, 3 March 2010
...and then start
                          our real learning.
                            (except in hindsight)




Wedne...
Learning strong theories is
                 important...
                          (except in hindsight)




Wednesday, 3...
But learning to execute well
         is a whole other game.
                          (except in hindsight)




Wednesday...
So we’re now in this fast
                   learning phase
                          (except in hindsight)




Wednesday,...
Making mistakes again
                          (except in hindsight)




Wednesday, 3 March 2010
And getting some wins
                          (except in hindsight)




Wednesday, 3 March 2010
We regularly measure,
                        review, revise
                          (except in hindsight)




Wednesday...
And we record or best
             insights on a crazy
         document we call the TOE
                          (except...
Wednesday, 3 March 2010
But that’s another talk...
                          (except in hindsight)




Wednesday, 3 March 2010
The final thought I want to
             leave you with today...
                          (except in hindsight)




Wednes...
Is more of a vibe
                            than a theory
                            (except in hindsight)




Wednesda...
It’s guided by a thought that
      Seth Godin enunciated well
                          (except in hindsight)




Wednesd...
That when someone hires
           you or your company...
                          (except in hindsight)




Wednesday, 3...
...it’s more about
                      where you are going
                             rather than
                    ...
They want to feel that
                            your bus is going
                           somewhere great,
         ...
and that they have the
                     chance to come along
                         for the ride...
                ...
Yet because you’re Scots
                             (except in hindsight)



Wednesday, 3 March 2010
it’s all about
                           understating that...
                          (except in hindsight)



Wednesda...
10. Under promise,
                              over deliver
                             (except in hindsight)




Wedne...
Put yourself in areas that
                 you can get excited
                        about
                          (e...
And then get excited
                               (that means work hard)




Wednesday, 3 March 2010
And then get excited
                              (that means work really hard)




Wednesday, 3 March 2010
Bud Caddell
                          showed it well
                           (except in hindsight)




Wednesday, 3 Mar...
when he adapted
                          Good To Great’s
                            Hedgehog
                           ...
to be relevant for the
                               individual...
                              (except in hindsight)


...
Wednesday, 3 March 2010
If you’re working at the
                        intersection of your...



Wednesday, 3 March 2010
Passion, profit & pride



Wednesday, 3 March 2010
You don’t need to
                              talk it up.



Wednesday, 3 March 2010
People will know you’re
                     on a great bus, going
                       somewhere fast.


Wednesday, 3 M...
I’m done...



Wednesday, 3 March 2010
Any questions...?



Wednesday, 3 March 2010
Or perhaps some silence...?




Wednesday, 3 March 2010
9 things I’ve learned since uni
             1. Learn to fail quickly
             2. It’s the question that matters
     ...
Or view the whole presentation at:
                          http://www.slideshare.net/afallshaw



Wednesday, 3 March 2010
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9 Things I've Learned Since Uni

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Published on

A presentation about innovation and learning given to engineers at Strathclyde University in March 2010

Published in: Career, Technology, Business

9 Things I've Learned Since Uni

  1. 1. Howdy... Wednesday, 3 March 2010
  2. 2. Wednesday, 3 March 2010
  3. 3. I’m a former student of Prof Norman McNally Wednesday, 3 March 2010
  4. 4. I live... Wednesday, 3 March 2010
  5. 5. here. Wednesday, 3 March 2010
  6. 6. which is about... Wednesday, 3 March 2010
  7. 7. here Wednesday, 3 March 2010
  8. 8. or here. Wednesday, 3 March 2010
  9. 9. but more importantly... Wednesday, 3 March 2010
  10. 10. it’s near... Wednesday, 3 March 2010
  11. 11. here. Wednesday, 3 March 2010
  12. 12. So I work from... Wednesday, 3 March 2010
  13. 13. here Wednesday, 3 March 2010
  14. 14. or here Wednesday, 3 March 2010
  15. 15. or here Wednesday, 3 March 2010
  16. 16. or here Wednesday, 3 March 2010
  17. 17. Or kinda from anywhere really... Wednesday, 3 March 2010
  18. 18. What do I do? Wednesday, 3 March 2010
  19. 19. My job title is kinda hard to work out... Wednesday, 3 March 2010
  20. 20. Wednesday, 3 March 2010
  21. 21. Wednesday, 3 March 2010
  22. 22. Wednesday, 3 March 2010
  23. 23. Wednesday, 3 March 2010
  24. 24. Wednesday, 3 March 2010
  25. 25. Wednesday, 3 March 2010
  26. 26. Wednesday, 3 March 2010
  27. 27. Wednesday, 3 March 2010
  28. 28. Wednesday, 3 March 2010
  29. 29. Basically... Wednesday, 3 March 2010
  30. 30. I help start & oversee businesses Wednesday, 3 March 2010
  31. 31. as a way to get good ideas out there. Wednesday, 3 March 2010
  32. 32. But more on that later... Wednesday, 3 March 2010
  33. 33. For now... Wednesday, 3 March 2010
  34. 34. I’d like to go back Wednesday, 3 March 2010
  35. 35. to when I was in shoes similar to yours... Wednesday, 3 March 2010
  36. 36. I’ll talk through Wednesday, 3 March 2010
  37. 37. some of the journey since Wednesday, 3 March 2010
  38. 38. as a way to share Wednesday, 3 March 2010
  39. 39. some of my learning Wednesday, 3 March 2010
  40. 40. hoping to Wednesday, 3 March 2010
  41. 41. spark Wednesday, 3 March 2010
  42. 42. insight Wednesday, 3 March 2010
  43. 43. that will mean this is time well enough spent Wednesday, 3 March 2010
  44. 44. Wednesday, 3 March 2010
  45. 45. This won’t be: Wednesday, 3 March 2010
  46. 46. This won’t be: • Heavily Structured Wednesday, 3 March 2010
  47. 47. This won’t be: • Heavily Structured • With Bullet Points Wednesday, 3 March 2010
  48. 48. This won’t be: • Heavily Structured • With Bullet Points • And 3 key take homes Wednesday, 3 March 2010
  49. 49. Instead, I’m hoping for... Wednesday, 3 March 2010
  50. 50. more of a ramble Wednesday, 3 March 2010
  51. 51. with a l o o s e vibe. Wednesday, 3 March 2010
  52. 52. More of an approach Wednesday, 3 March 2010
  53. 53. rather than a result Wednesday, 3 March 2010
  54. 54. I’m calling it: Wednesday, 3 March 2010
  55. 55. 9 things I’ve learned uni since Wednesday, 3 March 2010
  56. 56. So, uni... Wednesday, 3 March 2010
  57. 57. I started in: Wednesday, 3 March 2010
  58. 58. I started in: Industrial Design Wednesday, 3 March 2010
  59. 59. Planning to add: Industrial Design + Mechanical Engineering Wednesday, 3 March 2010
  60. 60. But then... Industrial Design + Mechanical Engineering Wednesday, 3 March 2010
  61. 61. …my uni pinched an idea from Glasgow: Wednesday, 3 March 2010
  62. 62. …my uni pinched an idea from Glasgow: Product Design Engineering Wednesday, 3 March 2010
  63. 63. So I swapped to that. Wednesday, 3 March 2010
  64. 64. So I was doing uni... Wednesday, 3 March 2010
  65. 65. ...and it’s kinda slow Wednesday, 3 March 2010
  66. 66. (not many Prof. McNally’s) Wednesday, 3 March 2010
  67. 67. So I start freelancing Wednesday, 3 March 2010
  68. 68. Logos Wednesday, 3 March 2010
  69. 69. Logos for friends Wednesday, 3 March 2010
  70. 70. Logos for friends or friends of friends, or friends of friends of friends... Wednesday, 3 March 2010
  71. 71. Products Wednesday, 3 March 2010
  72. 72. Products (for family) Wednesday, 3 March 2010
  73. 73. Products (for free) Wednesday, 3 March 2010
  74. 74. Products (or almost free) Wednesday, 3 March 2010
  75. 75. Products Wednesday, 3 March 2010
  76. 76. Which brings me to learning #1 Wednesday, 3 March 2010
  77. 77. 1. Learn to fail quickly (& cheaply) Wednesday, 3 March 2010
  78. 78. They were small projects Wednesday, 3 March 2010
  79. 79. They were small projects For people that knew me Wednesday, 3 March 2010
  80. 80. They were small projects For people that knew me Or that I started for free Wednesday, 3 March 2010
  81. 81. So they couldn’t break me Wednesday, 3 March 2010
  82. 82. How did I go? Wednesday, 3 March 2010
  83. 83. Only OK Wednesday, 3 March 2010
  84. 84. I wasn’t as good as I wanted to be Wednesday, 3 March 2010
  85. 85. So I shipped myself off... Wednesday, 3 March 2010
  86. 86. ...to Glasgow Wednesday, 3 March 2010
  87. 87. (that’s how we picture you guys down there…) Wednesday, 3 March 2010
  88. 88. Wednesday, 3 March 2010 Glasgow School of Art
  89. 89. GSA product design course had a good reputation Wednesday, 3 March 2010
  90. 90. Which was where I met Prof McNally Wednesday, 3 March 2010
  91. 91. Who taught me #2... Wednesday, 3 March 2010
  92. 92. 2. It’s the question that matters Wednesday, 3 March 2010
  93. 93. “The mere formulation of a problem is far more essential than it’s solution, which may be merely a matter of mathematical or experimental skills ” -Albert Einstein Wednesday, 3 March 2010
  94. 94. Engineers are generally great problem solvers. Wednesday, 3 March 2010
  95. 95. It’s why engineering is the most common undergrad degree for Fortune 500 CEO’s Wednesday, 3 March 2010
  96. 96. But we’re generally not as good at problem defining Wednesday, 3 March 2010
  97. 97. I’d thought I was going to Glasgow to learn ‘Design’ Wednesday, 3 March 2010
  98. 98. And instead, I had my first real taste of... Wednesday, 3 March 2010
  99. 99. Marketing Wednesday, 3 March 2010
  100. 100. Marketing (although I don’t think Prof McNally would call it that) Wednesday, 3 March 2010
  101. 101. The majority of each project... Wednesday, 3 March 2010
  102. 102. was spent learning how to ask the right question. Wednesday, 3 March 2010
  103. 103. We would pull markets apart Wednesday, 3 March 2010
  104. 104. Looking at them from multiple angles Wednesday, 3 March 2010
  105. 105. Watching users Wednesday, 3 March 2010
  106. 106. Becoming the user Wednesday, 3 March 2010
  107. 107. Experimenting on users Wednesday, 3 March 2010
  108. 108. And even talking to them on occasion Wednesday, 3 March 2010
  109. 109. Trying to gain... Wednesday, 3 March 2010
  110. 110. insight Wednesday, 3 March 2010
  111. 111. That others have missed Wednesday, 3 March 2010
  112. 112. Now this might be old hat to you guys… Wednesday, 3 March 2010
  113. 113. but for a convict from down under, it was kinda new… Wednesday, 3 March 2010
  114. 114. Like Nits Wednesday, 3 March 2010
  115. 115. Wednesday, 3 March 2010
  116. 116. Or Fruit (my first project back in Oz) Wednesday, 3 March 2010
  117. 117. Wednesday, 3 March 2010
  118. 118. Wednesday, 3 March 2010
  119. 119. I loved this approach Wednesday, 3 March 2010
  120. 120. In fact, thinking about Drucker now... Wednesday, 3 March 2010
  121. 121. “Marketing is the whole business seen from the customer’s point of view” -Peter Drucker Wednesday, 3 March 2010
  122. 122. I realised that all projects, Wednesday, 3 March 2010
  123. 123. whether engineering, design or business, Wednesday, 3 March 2010
  124. 124. should begin with marketing. Wednesday, 3 March 2010
  125. 125. So after a year in Glasgow Wednesday, 3 March 2010
  126. 126. Wednesday, 3 March 2010 Travelling loads
  127. 127. Surfing most weekends Wednesday, 3 March 2010
  128. 128. No matter what the weather Wednesday, 3 March 2010
  129. 129. It was time to turn back Wednesday, 3 March 2010
  130. 130. home to Oz Wednesday, 3 March 2010
  131. 131. Bang out my last uni years Wednesday, 3 March 2010
  132. 132. (trying lots of market maps...) Wednesday, 3 March 2010
  133. 133. Meet my future wife Wednesday, 3 March 2010
  134. 134. Bust through some proper engineering work Wednesday, 3 March 2010
  135. 135. Then think... Wednesday, 3 March 2010
  136. 136. Ehhhh, enough of that Wednesday, 3 March 2010
  137. 137. And decided to come back to the UK... Wednesday, 3 March 2010
  138. 138. because my design & marketing skills were not up to scratch Wednesday, 3 March 2010
  139. 139. My Glasgow friends had moved to London Wednesday, 3 March 2010
  140. 140. So that’s where we made camp... Wednesday, 3 March 2010
  141. 141. Started applying for jobs Wednesday, 3 March 2010
  142. 142. ... Wednesday, 3 March 2010
  143. 143. And kept applying for jobs... Wednesday, 3 March 2010
  144. 144. I couldn’t even get past the receptionists! Wednesday, 3 March 2010
  145. 145. So I got a job at a hardware store Wednesday, 3 March 2010
  146. 146. Which was around the corner from Wednesday, 3 March 2010
  147. 147. Wednesday, 3 March 2010
  148. 148. Where I would hang at every chance Wednesday, 3 March 2010
  149. 149. Soon the surf shop offered me a job Wednesday, 3 March 2010
  150. 150. Which was more fun than the hardware store Wednesday, 3 March 2010
  151. 151. I kept applying for design jobs Wednesday, 3 March 2010
  152. 152. And finally got a foot in the door Wednesday, 3 March 2010
  153. 153. via a guy a mate played soccer with... Wednesday, 3 March 2010
  154. 154. at Industrial Facility Wednesday, 3 March 2010
  155. 155. with Sam Hecht Wednesday, 3 March 2010
  156. 156. a guy in lots of design books Wednesday, 3 March 2010
  157. 157. We did stuff for... Wednesday, 3 March 2010
  158. 158. Epson Wednesday, 3 March 2010
  159. 159. Mathmos Wednesday, 3 March 2010
  160. 160. Magis Wednesday, 3 March 2010
  161. 161. Whirlpool & Muji Wednesday, 3 March 2010
  162. 162. We did ‘pure’ concepts Wednesday, 3 March 2010
  163. 163. That were meant to help explore future directions for these companies Wednesday, 3 March 2010
  164. 164. I didn’t really dig it... Wednesday, 3 March 2010
  165. 165. There weren’t enough constraints Wednesday, 3 March 2010
  166. 166. It was more art than design Wednesday, 3 March 2010
  167. 167. Which helped me realise #3 Wednesday, 3 March 2010
  168. 168. 3. Constraints help define your opportunities Wednesday, 3 March 2010
  169. 169. Constraints in the creative process Wednesday, 3 March 2010
  170. 170. With a star designer... Wednesday, 3 March 2010
  171. 171. I was working on art, not design (& was a long way from engineering). Wednesday, 3 March 2010
  172. 172. Wednesday, 3 March 2010
  173. 173. All this while (churning out art that we called design) Wednesday, 3 March 2010
  174. 174. I was still doing shifts at the surf shop... Wednesday, 3 March 2010
  175. 175. trying not to go broke. Wednesday, 3 March 2010
  176. 176. There’s some downtime in a surf shop Wednesday, 3 March 2010
  177. 177. So I’d try & make stuff for them Wednesday, 3 March 2010
  178. 178. Wednesday, 3 March 2010
  179. 179. Wednesday, 3 March 2010
  180. 180. Wednesday, 3 March 2010
  181. 181. Wednesday, 3 March 2010
  182. 182. Because it was no longer just a sales guy’s opinion, Wednesday, 3 March 2010
  183. 183. now it was an official poster on choosing the right board for you, Wednesday, 3 March 2010
  184. 184. board sales grew around 900% Wednesday, 3 March 2010
  185. 185. It was a fun place to play Wednesday, 3 March 2010
  186. 186. Wednesday, 3 March 2010
  187. 187. After a year... Wednesday, 3 March 2010
  188. 188. We got jack of London Wednesday, 3 March 2010
  189. 189. So came home to Oz Wednesday, 3 March 2010
  190. 190. I’d done the engineering Wednesday, 3 March 2010
  191. 191. I’d done the ‘design’ Wednesday, 3 March 2010
  192. 192. And I’d realised a core truth... Wednesday, 3 March 2010
  193. 193. 4. “Life isn’t about finding yourself. Life is about creating yourself.” -George Bernard Shaw Wednesday, 3 March 2010
  194. 194. I was evolving a better vision of what I wanted to be... Wednesday, 3 March 2010
  195. 195. And it was incomplete. Wednesday, 3 March 2010
  196. 196. I wanted to understand the complete business process, Wednesday, 3 March 2010
  197. 197. and ‘desire’ (brands & marketing) is where I was weakest. Wednesday, 3 March 2010
  198. 198. So that was enough of an excuse to... Wednesday, 3 March 2010
  199. 199. Wednesday, 3 March 2010 move to Torquay!
  200. 200. It was either Wednesday, 3 March 2010
  201. 201. It was either or Wednesday, 3 March 2010
  202. 202. I chose Rip Curl for 2 reasons... Wednesday, 3 March 2010
  203. 203. 1. More Techie (I’m still an engineer) Wednesday, 3 March 2010
  204. 204. 1. More Techie (I’m still an engineer) 2. Seemed to need more help Wednesday, 3 March 2010
  205. 205. I approached, interviewed, was passed on to other managers, interviewed again... Wednesday, 3 March 2010
  206. 206. I approached, interviewed, was passed on to other managers, interviewed again... Wednesday, 3 March 2010
  207. 207. I approached, interviewed, was passed on to other managers, interviewed again... Wednesday, 3 March 2010
  208. 208. I approached, interviewed, was passed on to other managers, interviewed again... Wednesday, 3 March 2010
  209. 209. They liked me, but couldn’t work out the best spot... Wednesday, 3 March 2010
  210. 210. The thing they liked most? Wednesday, 3 March 2010
  211. 211. My fruit chart Wednesday, 3 March 2010
  212. 212. They thought I might help them think more clearly. Wednesday, 3 March 2010
  213. 213. With no perfect openings... Wednesday, 3 March 2010
  214. 214. They offered me a low paid accessory designer role Wednesday, 3 March 2010
  215. 215. Which I jumped at! Wednesday, 3 March 2010
  216. 216. Hats, belts, jocks & socks... Wednesday, 3 March 2010
  217. 217. ...I was in. Wednesday, 3 March 2010
  218. 218. 4 seasons a year Wednesday, 3 March 2010
  219. 219. 4 seasons a year 70 odd products a season Wednesday, 3 March 2010
  220. 220. 4 seasons a year 70 odd products a season This was fast design Wednesday, 3 March 2010
  221. 221. But a perfect way to discover... Wednesday, 3 March 2010
  222. 222. 5. The Feedback Loop Wednesday, 3 March 2010
  223. 223. 5. The Feedback Loop (Probably the single most under- appreciated part o almost every business) Wednesday, 3 March 2010
  224. 224. Designing about 280 products a year, Wednesday, 3 March 2010
  225. 225. which either sold or bombed, Wednesday, 3 March 2010
  226. 226. you could work things out pretty quickly... Wednesday, 3 March 2010
  227. 227. ...but most designers didn’t. Wednesday, 3 March 2010
  228. 228. They designed, Wednesday, 3 March 2010
  229. 229. then moved on. Wednesday, 3 March 2010
  230. 230. They never monitored, reviewed, or debriefed. Wednesday, 3 March 2010
  231. 231. Maybe they were worried it would expose a weakness Wednesday, 3 March 2010
  232. 232. Or the fantasy just seemed nicer than the reality Wednesday, 3 March 2010
  233. 233. But this is scary common Wednesday, 3 March 2010
  234. 234. even with engineers. Wednesday, 3 March 2010
  235. 235. ... Wednesday, 3 March 2010
  236. 236. While designing soft accessories, I was getting to know the equipment guys Wednesday, 3 March 2010
  237. 237. Spot Wednesday, 3 March 2010
  238. 238. Grab Wednesday, 3 March 2010
  239. 239. I was now a Product Manager (brand, business & product) Wednesday, 3 March 2010
  240. 240. Wednesday, 3 March 2010
  241. 241. Wednesday, 3 March 2010
  242. 242. At that point, the division was a factory for square school bags Wednesday, 3 March 2010
  243. 243. Wednesday, 3 March 2010
  244. 244. Wednesday, 3 March 2010
  245. 245. Every type of square Wednesday, 3 March 2010
  246. 246. Which to me, Wednesday, 3 March 2010
  247. 247. seemed a disconnect with... Wednesday, 3 March 2010
  248. 248. Wednesday, 3 March 2010
  249. 249. Wednesday, 3 March 2010
  250. 250. So that became our new angle... Wednesday, 3 March 2010
  251. 251. Get back to selling the dream Wednesday, 3 March 2010
  252. 252. Which was when we hit our next stumbling block... Wednesday, 3 March 2010
  253. 253. 6. Asking customers is not enough Wednesday, 3 March 2010
  254. 254. “If I had listened to my customers, I would have given them a faster horse” -Henry Ford Wednesday, 3 March 2010
  255. 255. The aim becomes to give customers what they will value, rather than what they ask for. Wednesday, 3 March 2010
  256. 256. From sales reps to existing consumers... Wednesday, 3 March 2010
  257. 257. They were asking for better square school bags Wednesday, 3 March 2010
  258. 258. MORE sections Wednesday, 3 March 2010
  259. 259. BIGGER zips Wednesday, 3 March 2010
  260. 260. CHEAPER prices Wednesday, 3 March 2010
  261. 261. Yet when I’d go on boat trips through Indo Wednesday, 3 March 2010
  262. 262. Or jungle treks through Tahiti (for research) Wednesday, 3 March 2010
  263. 263. Or jungle treks through Tahiti (for research) Wednesday, 3 March 2010
  264. 264. I’d watch surfers struggling with a crap pack Wednesday, 3 March 2010
  265. 265. So we had to put new ideas in front of them, Wednesday, 3 March 2010
  266. 266. & see what connected. Wednesday, 3 March 2010
  267. 267. Wednesday, 3 March 2010
  268. 268. Wednesday, 3 March 2010
  269. 269. Wednesday, 3 March 2010
  270. 270. Wednesday, 3 March 2010
  271. 271. Wednesday, 3 March 2010
  272. 272. Wednesday, 3 March 2010
  273. 273. Wednesday, 3 March 2010
  274. 274. Wednesday, 3 March 2010
  275. 275. Wednesday, 3 March 2010
  276. 276. Wednesday, 3 March 2010
  277. 277. Wednesday, 3 March 2010
  278. 278. Wednesday, 3 March 2010
  279. 279. Wednesday, 3 March 2010
  280. 280. Wednesday, 3 March 2010
  281. 281. Wednesday, 3 March 2010
  282. 282. Wednesday, 3 March 2010
  283. 283. We made progress Wednesday, 3 March 2010
  284. 284. Monitored the results Wednesday, 3 March 2010
  285. 285. Evolved the offering Wednesday, 3 March 2010
  286. 286. & repeated Wednesday, 3 March 2010
  287. 287. Sales grew Wednesday, 3 March 2010
  288. 288. quickly Wednesday, 3 March 2010
  289. 289. Which let our team Wednesday, 3 March 2010
  290. 290. Take on a more global role Wednesday, 3 March 2010
  291. 291. We weren’t really asked to... Wednesday, 3 March 2010
  292. 292. But it would let us get more volume behind our ideas Wednesday, 3 March 2010
  293. 293. Which then let us step it up again... Wednesday, 3 March 2010
  294. 294. Wednesday, 3 March 2010
  295. 295. Wednesday, 3 March 2010
  296. 296. Wednesday, 3 March 2010
  297. 297. And marketing budget appeared... Wednesday, 3 March 2010
  298. 298. & we even got new titles Wednesday, 3 March 2010
  299. 299. & we even got new titles Wednesday, 3 March 2010
  300. 300. But in the surf game... Wednesday, 3 March 2010
  301. 301. Bags & Equipment are not exactly the lead categories Wednesday, 3 March 2010
  302. 302. Boardshorts are what get the love Wednesday, 3 March 2010
  303. 303. Wednesday, 3 March 2010
  304. 304. Wednesday, 3 March 2010
  305. 305. When marketing a brand in tropical locations Wednesday, 3 March 2010
  306. 306. Boardshorts are often the only visible product Wednesday, 3 March 2010
  307. 307. But Rip Curl’s boardshorts had stagnated Wednesday, 3 March 2010
  308. 308. So I was asked to help out... Wednesday, 3 March 2010
  309. 309. Injecting some brand values back in to them Wednesday, 3 March 2010
  310. 310. Wednesday, 3 March 2010
  311. 311. Or as mates would say... Wednesday, 3 March 2010
  312. 312. Wednesday, 3 March 2010
  313. 313. The issue? Wednesday, 3 March 2010
  314. 314. Once again, they had been building what the retailers were asking for, Wednesday, 3 March 2010
  315. 315. rather than what the customers had not yet realised they wanted (a much harder sell) Wednesday, 3 March 2010
  316. 316. For most users... Wednesday, 3 March 2010
  317. 317. They say the look is what matters Wednesday, 3 March 2010
  318. 318. But with boardies, if there is no functional underpinnings, Wednesday, 3 March 2010
  319. 319. the look is undermined Wednesday, 3 March 2010
  320. 320. So instead of just building brighter basic boardies Wednesday, 3 March 2010
  321. 321. We decided to tackle 3 key targets we thought our brand could hit... Wednesday, 3 March 2010
  322. 322. 1. The Core surfer 2. The aspiring surfer 3. The fashion forward surfer (who we were totally missing) Wednesday, 3 March 2010
  323. 323. 1. The Core surfer 2. The Aspiring surfer 3. The fashion forward surfer (who we were totally missing) Wednesday, 3 March 2010
  324. 324. 1. The Core surfer 2. The Aspiring surfer 3. The Fashion surfer (who we were totally missing) Wednesday, 3 March 2010
  325. 325. High Price, 1. The Core Surfer High Performance Wednesday, 3 March 2010
  326. 326. 2. The Aspiring Surfer Fit, Details & Features Wednesday, 3 March 2010
  327. 327. 3. The Fashion Surfer Connect to creative cats Wednesday, 3 March 2010
  328. 328. So here’s a favourite lesson of mine... Wednesday, 3 March 2010
  329. 329. Coming in at #7... Wednesday, 3 March 2010
  330. 330. 7. Understand where your market is Wednesday, 3 March 2010
  331. 331. Wednesday, 3 March 2010
  332. 332. Wednesday, 3 March 2010
  333. 333. Wednesday, 3 March 2010
  334. 334. Interestingly, boardies straddle all of these segments Wednesday, 3 March 2010
  335. 335. Core Average Public surfers consumer Pool Wednesday, 3 March 2010
  336. 336. Or if you ain’t the big guy, look to redefine the performance axis Wednesday, 3 March 2010
  337. 337. I love this conceptual map... Wednesday, 3 March 2010
  338. 338. The way it makes you consider the most relevant performance axis, Wednesday, 3 March 2010
  339. 339. understand how well served the market is, Wednesday, 3 March 2010
  340. 340. And consider if there is a chance to redefine the performance axis Wednesday, 3 March 2010
  341. 341. ... Wednesday, 3 March 2010
  342. 342. So I’d got to play with all these areas Wednesday, 3 March 2010
  343. 343. We’d got some awesome growth Wednesday, 3 March 2010
  344. 344. Travelled the world Wednesday, 3 March 2010
  345. 345. Wednesday, 3 March 2010
  346. 346. Mixing work & play Wednesday, 3 March 2010
  347. 347. (with lots of play) Wednesday, 3 March 2010
  348. 348. But it was feeling a little hollow Wednesday, 3 March 2010
  349. 349. My learning had slowed Wednesday, 3 March 2010
  350. 350. I was realising that my passion was to... Wednesday, 3 March 2010
  351. 351. 8. Work on Thinking, not on things Wednesday, 3 March 2010
  352. 352. The world is not only changing... Wednesday, 3 March 2010
  353. 353. It is changing faster Wednesday, 3 March 2010
  354. 354. Accelerating change means... Wednesday, 3 March 2010
  355. 355. The things you learn here will me mostly outdated by the time you graduate Wednesday, 3 March 2010
  356. 356. Hopefully the thinking will be your take out Wednesday, 3 March 2010
  357. 357. You’ll have learned to learn Wednesday, 3 March 2010
  358. 358. “it is not the strongest species that survive, nor the most intelligent, but the ones who are most responsive to change” -Charles Darwin Wednesday, 3 March 2010
  359. 359. So just over a year ago Wednesday, 3 March 2010
  360. 360. I split Rip Curl Wednesday, 3 March 2010
  361. 361. & started some businesses with 2 other partners Wednesday, 3 March 2010
  362. 362. We call it Wednesday, 3 March 2010
  363. 363. Wednesday, 3 March 2010
  364. 364. It’s kind of a business incubator Wednesday, 3 March 2010
  365. 365. Where we try to Wednesday, 3 March 2010
  366. 366. build value Wednesday, 3 March 2010
  367. 367. build value from good ideas Wednesday, 3 March 2010
  368. 368. Wednesday, 3 March 2010
  369. 369. Wednesday, 3 March 2010
  370. 370. Wednesday, 3 March 2010
  371. 371. Wednesday, 3 March 2010
  372. 372. Wednesday, 3 March 2010
  373. 373. Wednesday, 3 March 2010
  374. 374. Wednesday, 3 March 2010
  375. 375. These businesses span 3 areas that we believe we have insights in... Wednesday, 3 March 2010
  376. 376. 1. Healthcare & Industrial products 2. Web Space 3. Step-Up brands Wednesday, 3 March 2010
  377. 377. We try to build these businesses: Lean Agile & Flexible Wednesday, 3 March 2010
  378. 378. Because we have realised a fundamental truth... Wednesday, 3 March 2010
  379. 379. 9. The great ideas are usually only obvious in hindsight Wednesday, 3 March 2010
  380. 380. For all your planning, theories & efforts... Wednesday, 3 March 2010
  381. 381. ...you still usually get it wrong. Wednesday, 3 March 2010
  382. 382. Then the little thing you never expected much of... Wednesday, 3 March 2010
  383. 383. brings home the www.smileyland.com bacon. Wednesday, 3 March 2010
  384. 384. My favourite example of this... Wednesday, 3 March 2010
  385. 385. is everyone’s favourite example of everything... Wednesday, 3 March 2010
  386. 386. Wednesday, 3 March 2010
  387. 387. We all know it has changed the worlds of Product, Marketing, Business & Brand Wednesday, 3 March 2010
  388. 388. And we all knew it was always going to right...? Wednesday, 3 March 2010
  389. 389. nope... Wednesday, 3 March 2010
  390. 390. Wednesday, 3 March 2010
  391. 391. When you look in to it... Wednesday, 3 March 2010
  392. 392. Wednesday, 3 March 2010
  393. 393. SEARCH IS COOKED! Passed over by the best VC firms in the game Wednesday, 3 March 2010
  394. 394. While investors had poured in to... Wednesday, 3 March 2010
  395. 395. Apple’s Newton Wednesday, 3 March 2010
  396. 396. Multi billion dollar satellite phone systems Wednesday, 3 March 2010
  397. 397. And American car companies Wednesday, 3 March 2010
  398. 398. Great ideas are not obvious (except in hindsight) Wednesday, 3 March 2010
  399. 399. Great ideas are not obvious (except in hindsight) Wednesday, 3 March 2010
  400. 400. So we try not to predict too much (except in hindsight) Wednesday, 3 March 2010
  401. 401. Instead, we build something cheaply... (except in hindsight) Wednesday, 3 March 2010
  402. 402. get it to market... (except in hindsight) Wednesday, 3 March 2010
  403. 403. ...and then start our real learning. (except in hindsight) Wednesday, 3 March 2010
  404. 404. Learning strong theories is important... (except in hindsight) Wednesday, 3 March 2010
  405. 405. But learning to execute well is a whole other game. (except in hindsight) Wednesday, 3 March 2010
  406. 406. So we’re now in this fast learning phase (except in hindsight) Wednesday, 3 March 2010
  407. 407. Making mistakes again (except in hindsight) Wednesday, 3 March 2010
  408. 408. And getting some wins (except in hindsight) Wednesday, 3 March 2010
  409. 409. We regularly measure, review, revise (except in hindsight) Wednesday, 3 March 2010
  410. 410. And we record or best insights on a crazy document we call the TOE (except in hindsight) Wednesday, 3 March 2010
  411. 411. Wednesday, 3 March 2010
  412. 412. But that’s another talk... (except in hindsight) Wednesday, 3 March 2010
  413. 413. The final thought I want to leave you with today... (except in hindsight) Wednesday, 3 March 2010
  414. 414. Is more of a vibe than a theory (except in hindsight) Wednesday, 3 March 2010
  415. 415. It’s guided by a thought that Seth Godin enunciated well (except in hindsight) Wednesday, 3 March 2010
  416. 416. That when someone hires you or your company... (except in hindsight) Wednesday, 3 March 2010
  417. 417. ...it’s more about where you are going rather than where you have been (except in hindsight) Wednesday, 3 March 2010
  418. 418. They want to feel that your bus is going somewhere great, (except in hindsight) Wednesday, 3 March 2010
  419. 419. and that they have the chance to come along for the ride... (except in hindsight) Wednesday, 3 March 2010
  420. 420. Yet because you’re Scots (except in hindsight) Wednesday, 3 March 2010
  421. 421. it’s all about understating that... (except in hindsight) Wednesday, 3 March 2010
  422. 422. 10. Under promise, over deliver (except in hindsight) Wednesday, 3 March 2010
  423. 423. Put yourself in areas that you can get excited about (except in hindsight) Wednesday, 3 March 2010
  424. 424. And then get excited (that means work hard) Wednesday, 3 March 2010
  425. 425. And then get excited (that means work really hard) Wednesday, 3 March 2010
  426. 426. Bud Caddell showed it well (except in hindsight) Wednesday, 3 March 2010
  427. 427. when he adapted Good To Great’s Hedgehog (except in hindsight) Wednesday, 3 March 2010
  428. 428. to be relevant for the individual... (except in hindsight) Wednesday, 3 March 2010
  429. 429. Wednesday, 3 March 2010
  430. 430. If you’re working at the intersection of your... Wednesday, 3 March 2010
  431. 431. Passion, profit & pride Wednesday, 3 March 2010
  432. 432. You don’t need to talk it up. Wednesday, 3 March 2010
  433. 433. People will know you’re on a great bus, going somewhere fast. Wednesday, 3 March 2010
  434. 434. I’m done... Wednesday, 3 March 2010
  435. 435. Any questions...? Wednesday, 3 March 2010
  436. 436. Or perhaps some silence...? Wednesday, 3 March 2010
  437. 437. 9 things I’ve learned since uni 1. Learn to fail quickly 2. It’s the question that matters 3. Constraints help define your opportunities 4. Life is creating yourself, not finding yourself 5. The Feedback Loop 6. Asking customers is not enough 7. Understand where your market is at 8. Work on thinking, not on things 9. Great ideas are only obvious in hindsight +10. Under promise, over deliver Wednesday, 3 March 2010
  438. 438. Or view the whole presentation at: http://www.slideshare.net/afallshaw Wednesday, 3 March 2010
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