David Armano
VP, Experience Design | Critical Mass
Logic + Emotion | darmano.typepad.com
The Fuzzy Tail
slideshare.net/darmano/the-fuzzy-tail criticalmass.com

The
Fuzzy Tail

It’s like the
Long Tail…

Only
Fuzzy

When was the last time you met a blacksmith?

= +

Or needed one?

People who did this:

Now do this:

So what’s your job?

Now put on your fuzzy glasses.

How fuzzy are you?

not as fuzzy
awfully fuzzy
rigid
getting fuzzy
fuzzy

This isn’t fuzzy.

waterfall
Source:http://www.stsc.hill.af.mil/CrossTalk/2001/06/leishman2.gif

Neither is this…

Assembly line

Or this.

silos

This is.

overlaps

hierarchy + networks

Fuzzy logic (and emotion)

Are fuzzy people
“right-brainers”?
Wow!

Not quite.

Fuzzy people are
“light-brainers”

light-brain functions
agile
inquisitive
adaptable
flexible
pliable
Note: I am not a certified brain surgeon. This visual is conceptual only.

How do we get fuzzier?

Forget you were ever an expert.

At anything.

Unlearn.

So you can learn again.

Proof of fuzziness…

The “T-shaped”
individual

From “T-shaped” to
“Sun-shaped”

Passionate individuals.
Collaborative teams.

Individuals.

Teams.

Let’s meet some “fuzzy people”.

Steve Chen “engineer”
Chad Hurley
“designer”
Jawed Karim “geek”

Youtube is innovative
Innovation is fuzzy
Fuzzy ≠ perfect

2
Community
1 3
Distribution
Universal Media Player
4
Context + Relevance

Fuzzy work in the office:

Core team:
design lead + flash designer

Core team:
design lead + interaction designer + flash developer + project manager

Core team:
creative lead + designer + dev 1 + dev 2 + project manager + advocate

Why should you care?

Because we’re not in the Website business.

W
eb
$4 site
00
.00

We’re in the ideas + experience business.

So let’s get
Fuzzy

David Armano
VP, Experience Design | Critical Mass
Logic + Emotion | darmano.typepad.com
The Fuzzy Tail
slideshare.net/darmano/the-fuzzy-tail criticalmass.com