Learn the 10 Colossal Screwups I Made While Building a Global Design Organization. Presented at STLUX conference in St Louis on 3.14.14. What happens when you take a job with a large corporation and the only goal is to scale like crazy? Learn 10 great lessons I learned when I built a 160-person global Design/UX team in less than 4 years.

1. The 10 Colossal Screwups
I Made In Building a Global
Design Organization
A Cautionary Tale
STL UX Conference
03.14.14
Bill Bulman
Creative Director, Salesforce.com

2. 10 Colossal Screwups: Who Am I?
UX & Design for 19 years
Last 10+ in Design Management Roles in
Consultancies and Agencies
Last 4 years @ Accenture/Avanade where I
grew a global Design/UX Practice
0 – 165 team members
20M in yearly revenue
15 countries
Now 8 months into doing the same at
Salesforce.com

3. 10 Colossal Screwups: Note
NOTE: This is just a cautionary tale
about how to grow a global
consulting practice. I will not be
talking about tools or getting into
UX methods here.

4. 10 Colossal Screwups: The 10 Screwups
THE 10 COLOSSAL
SCREWUPS

5. I LET GROWTH OF THE PRACTICE GET
OUT OF CONTROL WITHOUT A LONG
TERM VISION
10 Colossal Screwups: Growth Out Of Control

6. What Do We Want To Be When We Grow Up
When growth is fast, it is easy to get caught up in the tactical issues, like hiring quotas and
such. You also have to keep the end goal in mind, which obviously isn't just growth.
Develop a long term roadmap for the team with your direct reports and your management
and review it bi-monthly as a team.
I LET GROWTH OF THE PRACTICE GET
OUT OF CONTROL WITHOUT A LONG
TERM VISION
10 Colossal Screwups: Growth Out Of Control

7. I LET GROWTH OF THE PRACTICE GET
OUT OF CONTROL WITHOUT A LONG
TERM VISION
10 Colossal Screwups: Growth Out Of Control
Take The Team Drinking
When dealing with different cultures, your teams may not be forthright and open about
challenges and concerns. It’s not you. It’s a cultural thing. It’s a language thing. Most
countries aren't like America, where everyone complains about everything. Take them
drinking and you'll get honest feedback

8. I LET GROWTH OF THE PRACTICE GET
OUT OF CONTROL WITHOUT A LONG
TERM VISION
10 Colossal Screwups: Growth Out Of Control
Hubs & Spokes
It’s easy to start opening offices, but it's hard to do it systematically. Try to find regional
hubs to grow out of, and then open country-level offices. If not, you have 1-3 people here
and 1-3 people there and no collaboration or growth plans.

9. TRADITIONAL METRICS DIDN’T HIGHLIGHT
OUR SUCCESS AND I DIDN’T EMBRACE
THE NUMBERS THAT COULD TELL A
BETTER STORY
10 Colossal Screwups: Embrace The Numbers

10. TRADITIONAL METRICS DIDN’T HIGHLIGHT
OUR SUCCESS AND I DIDN’T EMBRACE
THE NUMBERS THAT COULD TELL A
BETTER STORY
10 Colossal Screwups: Embrace The Numbers
How Do I Even Open Excel?
As designers, numbers are not our game. We traditionally focus on the other side of the
brain. This puts us at a disadvantage in the corporate world, where revenue/utilization
equals growth.

11. TRADITIONAL METRICS DIDN’T HIGHLIGHT
OUR SUCCESS AND I DIDN’T EMBRACE
THE NUMBERS THAT COULD TELL A
BETTER STORY
10 Colossal Screwups: Embrace The Numbers
Create Fuzzy Math
If you can’t use traditional ROI metrics to sell your case, find other ways to show your
team’s value. If chargeability isn’t the story, show influence. If utilization is weak, show
impact. It’s all about using math to tell a better story. Or just lie.

12. TRADITIONAL METRICS DIDN’T HIGHLIGHT
OUR SUCCESS AND I DIDN’T EMBRACE
THE NUMBERS THAT COULD TELL A
BETTER STORY
10 Colossal Screwups: Embrace The Numbers
If Revenue is Low, Show Influence or Assisted Sales
If your Revenue is pretty minuscule or non-existent, it is hard to show impact. During the
startup phase of your team, you are most likely helping sell and win deals. So track the
deals you help win, even if there is a small UX effort.

13. WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.
10 Colossal Screwups: Hire Fast, Not Smart

14. WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.
10 Colossal Screwups: Hire Fast, Not Smart
Hire Slow. Hire Right.
If you are trying to scale fast, and hiring bodies equals fast, you are going to make mistakes.
Developing ways to combat this are key. Develop scenarios to put perspective employees
into a real work situation.

15. WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.
10 Colossal Screwups: Hire Fast, Not Smart
Hire not for today, but for tomorrow.
When you are trying to build a sustainable practice, you need to find people that are
looking to grow with you. You need to have a solid career path for them, and it should be
somewhat consistent globally.

16. 10 Colossal Screwups: Hire Fast, Not Smart
Find Superstars and Support Them.
When building out a new location, take the time to hire the right leader. They wont be found
overnight, but have patience. Once you find the right leader everything will fall into place.
WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.

17. 10 Colossal Screwups: Hire Fast, Not Smart
Deep Engagement Doesn't Happen From 7,000 miles away
Flying in from the other side of the world makes it difficult to be deeply engaged with the
client. You have to hire the right people and trust them to do the right thing for the team.
WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.

18. 10 Colossal Screwups: Hire Fast, Not Smart
Get Your Leaders Together As Often As Possible
Conference calls, even video conferencing is great, but it doesn't really build trust and
friendships within people. Get your leadership team together as often as you can. Fight for
it, Blackmail for it. 3 days together discussing challenges, is worth 1000 conference calls.
WHEN TOLD TO SCALE AS FAST AS
POSSIBLE, YOU HIRE FAST, NOT SMART.
SOME HIRES WERE AMAZING, SOME
WERE NOT.

19. I DIDN’T UNDERSTAND THE LIFE OF THE
RECRUITER.
10 Colossal Screwups: The Life Of The Recruiter

20. I DIDN’T UNDERSTAND THE LIFE OF THE
RECRUITER.
10 Colossal Screwups: The Life Of The Recruiter
Many recruiters lack of understanding of design and UX
Most recruiting teams for large organizations are not used to recruiting for designers,
researchers and ux architects. The education process in training recruiters to understand
your needs is very time consuming.

21. I DIDN’T UNDERSTAND THE LIFE OF THE
RECRUITER.
10 Colossal Screwups: The Life Of The Recruiter
Lack of local market understanding
Even if you are an industry veteran and know where to find talent locally, including what
companies to poach people from, what local events to go to, and how to find superstars is
painfully difficult. Everything is new. Every expectation you have is most likely wrong.
Finding local events and being part of the local design community is difficult if you are
7,000 miles away. Try and coordinate recruiting visits around local community events and
conferences.

22. 10 Colossal Screwups: The Life Of The Recruiter
Is Your Company Sexy Enough To Attract Top Talent?
In many cases, qualified potential candidates may not even know your company has a
design team. Many designers look towards agencies or startups when looking for
employment because it is a known entity to them. Convincing candidates to join a technical
company or a consultancy can be a challenge.
I DIDN’T UNDERSTAND THE LIFE OF THE
RECRUITER.

23. 10 Colossal Screwups: The Life Of The Recruiter
Cultural Differences in Seniority and Levels
Titles and seniority levels differ widely across the globe. In some countries, a person with a
director title, will have had to go to the “right” schools and been with the “right” previous
companies regardless of skillset and experience. In other countries, everything is based on
skillset and experience. Neither choice is the correct solution to hiring, but knowing the
landscape is a necessity.
I DIDN’T UNDERSTAND THE LIFE OF THE
RECRUITER.

24. BUILDING TEAMS IN 15 COUNTRIES SO
QUICKLY, MEANS TRYING TO ENFORCE
GLOBAL CONSISTENCY TO STREAMLINE
PROCESSES.
10 Colossal Screwups: Enforce Global Consistency

25. BUILDING TEAMS IN 15 COUNTRIES SO
QUICKLY, MEANS TRYING TO ENFORCE
GLOBAL CONSISTENCY TO STREAMLINE
PROCESSES.
10 Colossal Screwups: Enforce Global Consistency
Act global. Execute local.
It is easy to fall into the trap of thinking about everything being smooth from office to office,
but the reality is market conditions through globally consistent offerings out the window
immediately.

26. BUILDING TEAMS IN 15 COUNTRIES SO
QUICKLY, MEANS TRYING TO ENFORCE
GLOBAL CONSISTENCY TO STREAMLINE
PROCESSES.
10 Colossal Screwups: Enforce Global Consistency
Consistency Is Overrated
Give up on trying to have globally consistent deliverables. Its impossible. You have hired
smart leaders, they will want to put their own personal stamp on their practice. Focus on
the higher level experience. What do you want client who work with your different offices
to feel about the experience?

27. I DIDN’T UNDERSTAND CULTURAL
DIFFERENCES.
10 Colossal Screwups: Understanding Cultural Differences

28. I DIDN’T UNDERSTAND CULTURAL
DIFFERENCES.
10 Colossal Screwups: Understanding Cultural Differences
Beer Drinking vs. Wine Drinking
Early on it will be hard to support every country, so pick your battles. Did you know London
can be a great base to support all the beer drinking countries in Europe? Same for Paris or
Milan for the wine drinking ones. They have similar design sensibilities.

29. Work 12 Months. Get Paid For 13.
When opening a new office in a new county, learn the employment laws and practices. It is
different all over the world and understand them will help set expectations, and help you
scale locally.
I DIDN’T UNDERSTAND CULTURAL
DIFFERENCES.
10 Colossal Screwups: Understanding Cultural Differences

30. 10 Colossal Screwups: You Need To Communicate
WHEN GROWTH IS EXPLOSIVE YOU NEED
TO COMMUNICATE TO THE TEAM OR IT
LOOKS LIKE YOU’RE JUST MAKING SHIT
UP.

31. WHEN GROWTH IS EXPLOSIVE YOU NEED
TO COMMUNICATE TO THE TEAM OR IT
LOOKS LIKE YOU’RE JUST MAKING SHIT
UP.
10 Colossal Screwups: You Need To Communicate
Share. Share Often.
Things are moving fast. Its hard to keep up. How do you expect your teams in remote
locations to know what’s going on? Find ways to communicate the team’s direction as well
as solicit feedback. Monthly team emails and team meetings are a good way to do this.

32. WHEN GROWTH IS EXPLOSIVE YOU NEED
TO COMMUNICATE TO THE TEAM OR IT
LOOKS LIKE YOU’RE JUST MAKING SHIT
UP.
10 Colossal Screwups: You Need To Communicate
Evangelism Is Key
If you are trying to grow a team in a highly matrixed organization, you have to constantly
explain the value of UX and fight for your team. It’s even harder when you are dealing with
regional differences in priorities. Find what will make regional leaders met their goals and
help them be successful and everyone wins.

33. WHEN GROWTH IS EXPLOSIVE YOU NEED
TO COMMUNICATE TO THE TEAM OR IT
LOOKS LIKE YOU’RE JUST MAKING SHIT
UP.
10 Colossal Screwups: You Need To Communicate
Build a Community of Experts
Experts within your team will rise. Find ways to celebrate the expertise, and allow the
experts to share their expertise, both locally and globally online. Brownbags, Webinars are
great ways to share within the team.

34. I EXPECTED EVERYTHING TO HAPPEN
FAST, AND DIDN’T HAVE THE PATIENCE
WHEN THINGS DIDN’T.
10 Colossal Screwups: Didn’t Have The Patience

35. I EXPECTED EVERYTHING TO HAPPEN
FAST, AND DIDN’T HAVE THE PATIENCE
WHEN THINGS DIDN’T.
10 Colossal Screwups: Didn’t Have The Patience
Don’t Freak Out When Things Don't Work Out
Nothing is going to work out as expected. Having a plan B, C, and even D, and being able to
turn on a dime, is critical.

36. I WASN’T PRESENT.
10 Colossal Screwups: I Wasn’t Present

37. I WASN’T PRESENT.
10 Colossal Screwups: I Wasn’t Present
Running Out Of Space In Your Passport
You need to visit these outposts and often. It is impossible to manage or even understand
local needs and challenges if you are not there. Make sure you have travel budget and
management buy-in on visits.

38. 10 Colossal Screwups: I Wasn’t Present
Realize you can't be everywhere and lead everything
As you start to scale, you will have to delegate more and more and you will stop actually
doing work and will be more coordinating work. This can be somewhat demoralizing, but it
is the reality of becoming a leader.
I WASN’T PRESENT.

39. 10 Colossal Screwups: I Wasn’t Present
Success for the team is success for you…
Remember that you are the facilitator for this growth. The team's successes are yours and
vice versa. Its easy to get lost in that, but you job is to make your team the best it can be,
not the other way around.
I WASN’T PRESENT.

40. I DIDN’T FIND WAYS TO BUILD TRUST
BETWEEN MY TEAMS.
10 Colossal Screwups: Build Trust

41. 10 Colossal Screwups: Build Trust
Working With Offshore Doesn’t Have To Be Difficult
Everyone complains working with offshore is painful. If you can get your teams together
and meet in the physical world, and they get to socialize, the teams will work better
together.
I DIDN’T FIND WAYS TO BUILD TRUST
BETWEEN MY TEAMS.

42. 10 Colossal Screwups: Build Trust
Offshore Doesn’t Mean Crappy Work
Everyone believes offshore means cheap and sometimes crappy work. If you offshore the
right things to the right places, you can make it work. Find locations where there is a more
creative culture - Argentina, Costa Rica, China, Morocco, etc.
I DIDN’T FIND WAYS TO BUILD TRUST
BETWEEN MY TEAMS.

43. DON’T GET TOO STRESSED OUT ABOUT
EVERYTHING, THIS SHOULD BE FUN.
10 Colossal Screwups: Too Stressed Out

44. DON’T GET TOO STRESSED OUT ABOUT
EVERYTHING, THIS SHOULD BE FUN.
10 Colossal Screwups: Too Stressed Out
This All Means Long Hours - #embracethesuck
If you are building and managing a global team it means you will be on calls in the early
morning and late into the night. You have to stay in touch, but if you lose the work/life
balance you will burn out. I did.

45. IT’S EASY TO STOP BEING A LEADER AND
END UP JUST BEING A MANAGER.
10 Colossal Screwups: Be A Leader. Not A Manager.

46. 10 Colossal Screwups: Be A Leader. Not A Manager.
Shiny Object Syndrome
Leading a large team means putting out fires constantly. You can easily forget to focus on
the high level strategy and instead deal with the simple tactical things.
IT’S EASY TO STOP BEING A LEADER AND
END UP JUST BEING A MANAGER.

47. 10 Colossal Screwups: Be A Leader. Not A Manager.
You Will Have To Deal With Burnout Within Your Leadership Team
You put a lot of responsibility on your country and regional leaders. They are selling the
team, they are building relationships, they are mentoring and building the team. It is an
impossible job. They will burn out. Some will leave. Building succession plans keeps things
from falling apart.
IT’S EASY TO STOP BEING A LEADER AND
END UP JUST BEING A MANAGER.

48. 10 Colossal Screwups: Summary
DON’T LET THINGS GET OUT OF CONTROL. HAVE A PLAN.
LEARN TO EMBRACE THE NUMBERS
HIRE SLOW. HIRE SMART.
LEARN TO LOVE YOUR RECRUITER.
GIVE UP ON ENFORCING GLOBAL CONSISTENCY
LEARN PATIENCE.
COMMUNICATE. COMMUNICATE. COMMUNICATE.
BE PRESENT.
DON’T GET TOO STRESSED OUT.
BE A LEADER, NOT JUST A MANAGER

49. 10 Colossal Screwups: Useful Books
Taking Your Team To The Top
Ted Sundquist/Justin Spizman
Turn The Ship Around
David Marquet
When Teams Collide
Richard D. Lewis
When Cultures Collide
Richard D. Lewis
Being Global
Angel Cabrera/Gregory Unruh
The Five Dysfunctions of a Team
Patrick M. Lencioni
Silos, Politics and Turf Wars
Patrick M. Lencioni
Designing For Growth
Jeanne Liedtka/Tim Ogilvie
Managing The Professional
Service Firm
David H. Maister
How To Lie With Statistics
Darrell Huff

50. THANK YOU.
QUESTIONS:
bbulman@salesforce.com
useabilly.com
About SalesforceXD
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