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David Armano
                    VP, Experience Design | Critical Mass
                    Logic + Emotion | darmano.typep...
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




             ...
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


                                   ...
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
                                     ...
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.typep...
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
The Fuzzy Tail
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The Fuzzy Tail

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The Fuzzy Tail is a play on Chris Anderson's Long Tail—but that's where the similarities end. Being "fuzzy" means unlearning the way we've always done things and moving away from rigidity toward adaptability. The first draft of this presentation will be presented to employees of Critical Mass, a digital experience consultancy based out of Calgary, Canada.

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Transcript of "The Fuzzy Tail"

  1. 1. David Armano VP, Experience Design | Critical Mass Logic + Emotion | darmano.typepad.com The Fuzzy Tail slideshare.net/darmano/the-fuzzy-tail criticalmass.com
  2. 2. The Fuzzy Tail
  3. 3. It’s like the Long Tail…
  4. 4. Only Fuzzy
  5. 5. When was the last time you met a blacksmith?
  6. 6. = +
  7. 7. Or needed one?
  8. 8. People who did this:
  9. 9. Now do this:
  10. 10. So what’s your job?
  11. 11. Now put on your fuzzy glasses.
  12. 12. How fuzzy are you?
  13. 13. not as fuzzy awfully fuzzy rigid getting fuzzy fuzzy
  14. 14. This isn’t fuzzy.
  15. 15. waterfall Source:http://www.stsc.hill.af.mil/CrossTalk/2001/06/leishman2.gif
  16. 16. Neither is this…
  17. 17. Assembly line
  18. 18. Or this.
  19. 19. silos
  20. 20. This is.
  21. 21. overlaps
  22. 22. hierarchy + networks
  23. 23. Fuzzy logic (and emotion)
  24. 24. Are fuzzy people “right-brainers”? Wow!
  25. 25. Not quite.
  26. 26. Fuzzy people are “light-brainers”
  27. 27. light-brain functions agile inquisitive adaptable flexible pliable Note: I am not a certified brain surgeon. This visual is conceptual only.
  28. 28. How do we get fuzzier?
  29. 29. Forget you were ever an expert.
  30. 30. At anything.
  31. 31. Unlearn.
  32. 32. So you can learn again.
  33. 33. Proof of fuzziness…
  34. 34. The “T-shaped” individual
  35. 35. From “T-shaped” to “Sun-shaped”
  36. 36. Passionate individuals. Collaborative teams.
  37. 37. Individuals.
  38. 38. Teams.
  39. 39. Let’s meet some “fuzzy people”.
  40. 40. Steve Chen “engineer” Chad Hurley “designer” Jawed Karim “geek”
  41. 41. Youtube is innovative Innovation is fuzzy Fuzzy ≠ perfect
  42. 42. 2 Community 1 3 Distribution Universal Media Player 4 Context + Relevance
  43. 43. Fuzzy work in the office:
  44. 44. Core team: design lead + flash designer
  45. 45. Core team: design lead + interaction designer + flash developer + project manager
  46. 46. Core team: creative lead + designer + dev 1 + dev 2 + project manager + advocate
  47. 47. Why should you care?
  48. 48. Because we’re not in the Website business.
  49. 49. W eb $4 site 00 .00
  50. 50. We’re in the ideas + experience business.
  51. 51. So let’s get Fuzzy
  52. 52. David Armano VP, Experience Design | Critical Mass Logic + Emotion | darmano.typepad.com The Fuzzy Tail slideshare.net/darmano/the-fuzzy-tail criticalmass.com
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