Photo 470780785 by ewen and donabel remix cc license flickr.comBecoming a Design LeaderDAVID SHERWIN | HOW DESIGN CONFEREN...
1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a d...
Design leaders make              awesome s*@% happen.Becoming a Design Leader      06/23/12   3
A cultural focus on making awesome happen, since 1969.Becoming a Design Leader                         06/23/12        4
AppleBecoming a Design Leader           06/23/12   5
AppleBecoming a Design Leader           06/23/12   6
MedingoBecoming a Design Leader             06/23/12   7
IntelBecoming a Design Leader           06/23/12   8
Girl EffectBecoming a Design Leader                 06/23/12   9
“When we have a ‘concept’ and            people smile, we take the next step.                When there are questions,    ...
design leadership                           design      creative                           mgmt         visionBecoming a D...
design leadership                           design      creative                           mgmt         visionBecoming a D...
Just managingdemgsign                              designers may not be   mt                                    design lea...
the“future”                                         client                                                       creative ...
1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a d...
Great design leaders have anunquantifiable creative “secret sauce.”                            Photo 373877988 by Fensterb...
intuition   perspective                            vision                           character      ambition               ...
articulate                                               brave                                      craft-focused         ...
Enjoy working with designers                        and clients—as people.                                            Phot...
Function daily as a behavioral psychologist.                           NO TOUCHING!                                      P...
Understandpeople’s creativedispositions—as well asyour own.                                Photo 144448750 by David M* CC ...
Answer the question “Why?”                                           Source: Ocular Trauma, Wade Clark ©2005Becoming a Des...
See from miles to microns.                                                  Charles and Ray Eames: “Powers of Ten”Becoming...
Communicateup, down, and  sideways.                            Photo 2775415074 by shadowstorm CC share & remix / flickr.c...
Collaborate around                            shared interests.                                Photo 37085152 by CarbonNYC...
Apply steady,                           constant pressure.                                    Photo 3309219331 by Paolo Ca...
Keep your perspective when taking risks.          (Even in the fog of war.)                                 Photo 94326793...
1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a d...
Project leadership• Planning, methodology and approach/direction setting• Ideation & innovation, measured in the quality o...
Section title textIt’s not just about learning all this.It’s about the journeyyou want to take as a leader.               ...
Becoming a Design Leader   06/23/12   31
Becoming a Design Leader   06/23/12   32
Questions to ask yourself:• What “hard skills” do I still need to learn?• What domains of design do I want to add to my po...
What my careerpath looked like.    Becoming a Design Leader   06/23/12   34
Ok, that’s nice.What do I really need to learn tobecome a design leader?    Becoming a Design Leader        06/23/12   35
Here are the first 3 steps youshould take on your journey:• How to direct a team of creatives• How to frame big, gnarly pr...
Work with your teamto form a braid.These are NOT drawn-out meetingsor critique sessions. Think 2–3 minutes.Quickly share w...
This can help manage“swoop and poop.”That is only a symptom of a key leaderbeing out of the loop. Critique shouldbe schedu...
Publicly post workin progress.If it’s in the computer, it’s invisible.If your workspace doesn’t allow it,hack the space wi...
Know how to critique.                            Consider using the “egg system.”Becoming a Design Leader                 ...
(P.S. Shut up and listen. Then count to ten before offering an opinion.)Becoming a Design Leader                          ...
Be deliberate in how you structure teams.  Shepherd leadership from within your team as much as possible.    If you do thi...
Draw insight from everything.Immerse yourself. Take a holistic view outside the client’s space.  customers                ...
Learn to see likeBusinessstrategy                                                   a strategist.           Product &     ...
Use the right toolsProposal                                                     to get to tactics.           Research &   ...
?                                 !                  !  research                       experience               creative  ...
A brief should be… brief.                 Killer creative thinking comes from focus.               You need a bull’s eye t...
1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a d...
Addiction to being in control.Becoming a Design Leader                       06/23/12   49
Being a flow junkie.Becoming a Design Leader     06/23/12   50
Drowning in ambiguity.Becoming a Design Leader                  06/23/12   51
Focusing the spotlight   on your team.Becoming a Design Leader   06/23/12   52
Hiring people that think                                     just like you.OWNERSHIP                       TITLE   FORTUNE...
Envisioning the growth          of your organization over time.Becoming a Design Leader          06/23/12   54
TUESDAY                                    8Making the time                     9to be available,                10       ...
1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a d...
The 6 C’s of design leadership:Communicate actively, with both IQ and EQCoax stellar work from your teamCompel the team to...
You can make           awesome s*@% happen…             and have a big impact                 on the world.Becoming a Desi...
You can make           awesome s*@% happen…            without undue suffering                 and sacrifice.Becoming a De...
You can make           awesome s*@% happen…            while having a lot of fun                along the way.Becoming a D...
Frog Section Title: Statement Layout                                             THE FIRST STEP:                          ...
Reach outside of your                      organization for growth.Becoming a Design Leader                   06/23/12   62
If you’re seeking mentorship:Stand up so we can see you.If you want to be a mentor:Strike up a conversationwith one of tho...
Email: david.sherwin@frogdesign.com                                    Twitter: @changeorder                              ...
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Becoming a Design Leader

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How does a designer fit into an organization as a leader alongside their client service, project management, and financial management peers? Or, as happens in many cases, how does a solo designer, studio owner, or in-house group determines that fine balance between the health of the studio from an operational perspective and nurturing a strong creative vision that guides both the client work and the studio culture?

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  1. 1. Photo 470780785 by ewen and donabel remix cc license flickr.comBecoming a Design LeaderDAVID SHERWIN | HOW DESIGN CONFERENCE | SATURDAY, JUNE 23, 2012T: @CHANGEORDER / B: CHANGEORDERBLOG.COM
  2. 2. 1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a design leader?4. Now I’m a design leader, what should I watch out for? Becoming a Design Leader 06/23/12 2
  3. 3. Design leaders make awesome s*@% happen.Becoming a Design Leader 06/23/12 3
  4. 4. A cultural focus on making awesome happen, since 1969.Becoming a Design Leader 06/23/12 4
  5. 5. AppleBecoming a Design Leader 06/23/12 5
  6. 6. AppleBecoming a Design Leader 06/23/12 6
  7. 7. MedingoBecoming a Design Leader 06/23/12 7
  8. 8. IntelBecoming a Design Leader 06/23/12 8
  9. 9. Girl EffectBecoming a Design Leader 06/23/12 9
  10. 10. “When we have a ‘concept’ and people smile, we take the next step. When there are questions, we go back and try harder.” —Hartmut Esslinger, founder, frogBecoming a Design Leader 06/23/12 10
  11. 11. design leadership design creative mgmt visionBecoming a Design Leader 06/23/12 11
  12. 12. design leadership design creative mgmt visionBecoming a Design Leader 06/23/12 12
  13. 13. Just managingdemgsign designers may not be mt design leadership. cr vis ea i o n tiv e Becoming a Design Leader 06/23/12 13
  14. 14. the“future” client creative vision Being a creative visionary doesn’t always equal design leadership. (But it helps.) Becoming a Design Leader 06/23/12 14
  15. 15. 1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a design leader?4. Now I’m a design leader, what should I watch out for? Becoming a Design Leader 06/23/12 15
  16. 16. Great design leaders have anunquantifiable creative “secret sauce.” Photo 373877988 by Fensterbme CC remix / flickr.comBecoming a Design Leader 06/23/12 16
  17. 17. intuition perspective vision character ambition education skills creative impulse talents hobbies Photo 373877988 by Fensterbme CC remix / flickr.comBecoming a Design Leader 06/23/12 17
  18. 18. articulate brave craft-focused creativeIt takes more than connected“secret sauce” to make curious engagedawesome happen… directedHere are some traits insightfulyou’ll need. motivated oversight passionate productive professional strategic visionaryBecoming a Design Leader 06/23/12 18 witty
  19. 19. Enjoy working with designers and clients—as people. Photo 373877988 by Fensterbme CC remix / flickr.comBecoming a Design Leader 06/23/12 19
  20. 20. Function daily as a behavioral psychologist. NO TOUCHING! Photo 373877988 by Fensterbme CC remix / flickr.comBecoming a Design Leader 06/23/12 20
  21. 21. Understandpeople’s creativedispositions—as well asyour own. Photo 144448750 by David M* CC remix / flickr.com Becoming a Design Leader 06/23/12 21
  22. 22. Answer the question “Why?” Source: Ocular Trauma, Wade Clark ©2005Becoming a Design Leader 06/23/12 22
  23. 23. See from miles to microns. Charles and Ray Eames: “Powers of Ten”Becoming a Design Leader 06/23/12 23
  24. 24. Communicateup, down, and sideways. Photo 2775415074 by shadowstorm CC share & remix / flickr.com Becoming a Design Leader 06/23/12 24
  25. 25. Collaborate around shared interests. Photo 37085152 by CarbonNYC CC share & remix / flickr.comBecoming a Design Leader 06/23/12 25
  26. 26. Apply steady, constant pressure. Photo 3309219331 by Paolo Camera CC share & remix / flickr.comBecoming a Design Leader 06/23/12 26
  27. 27. Keep your perspective when taking risks. (Even in the fog of war.) Photo 94326793 by ambrown CC remix / flickr.comBecoming a Design Leader 06/23/12 27
  28. 28. 1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a design leader?4. Now I’m a design leader, what should I watch out for? Becoming a Design Leader 06/23/12 28
  29. 29. Project leadership• Planning, methodology and approach/direction setting• Ideation & innovation, measured in the quality of ideas and designs• Creative/art direction• Hands-on design, when necessary• Storytelling and presentation/communication—to client and internally within your organization• Ability to articulate complex solutions clearly• An understanding of delivery technologies• Strategic perspective applied to the work• Project management, planning, ownership and delegation• Oversight and reviews of direct reports• Project resource management• Confident client communication• Quality of end results leading to client happinessIf you want to work at a place like frog…Client service skills• New business generation: talking to leads on a daily basis• Proposal and approach definition; process, resource allocation, and budget assessment• Leadership in pitching and client-facing presentations• Vision, strategy and opportunity articulation• Design advocacyPeople management, organizational planning, and studio management• One-on-ones, career development, goals, reviews, feedback articulation, motivation• Stability, trust, and professional confidence as experienced by the org• Visible and mature leadership, recognized by reports and teams• Coordination, communication and collaboration• Organization design, org planning, recruiting, interviewing and hiring• Design and development process (understanding, communication, optimization)• Managing and communicating up (incl. escalation, presentations, reviews, transparency, proactive communication, etc.)• Humor, character, inspirational strength, special sauce, emotional connection to creative organization Becoming a Design Leader 06/23/12 29
  30. 30. Section title textIt’s not just about learning all this.It’s about the journeyyou want to take as a leader. Becoming a Design Leader 06/23/12 30
  31. 31. Becoming a Design Leader 06/23/12 31
  32. 32. Becoming a Design Leader 06/23/12 32
  33. 33. Questions to ask yourself:• What “hard skills” do I still need to learn?• What domains of design do I want to add to my portfolio?• What “soft skills” do I need to acquire to progress towards a leadership role?• What ingrained behaviors might stand in my way? Becoming a Design Leader 06/23/12 33
  34. 34. What my careerpath looked like. Becoming a Design Leader 06/23/12 34
  35. 35. Ok, that’s nice.What do I really need to learn tobecome a design leader? Becoming a Design Leader 06/23/12 35
  36. 36. Here are the first 3 steps youshould take on your journey:• How to direct a team of creatives• How to frame big, gnarly problems• How to present effectively Becoming a Design Leader 06/23/12 36
  37. 37. Work with your teamto form a braid.These are NOT drawn-out meetingsor critique sessions. Think 2–3 minutes.Quickly share work in progress acrossall disciplines, then get back to it. Becoming a Design Leader 06/23/12 37
  38. 38. This can help manage“swoop and poop.”That is only a symptom of a key leaderbeing out of the loop. Critique shouldbe scheduled or requested as partof your project schedule. Becoming a Design Leader 06/23/12 38
  39. 39. Publicly post workin progress.If it’s in the computer, it’s invisible.If your workspace doesn’t allow it,hack the space with moveable boards. Becoming a Design Leader 06/23/12 39
  40. 40. Know how to critique. Consider using the “egg system.”Becoming a Design Leader 06/23/12 40
  41. 41. (P.S. Shut up and listen. Then count to ten before offering an opinion.)Becoming a Design Leader 06/23/12 41
  42. 42. Be deliberate in how you structure teams. Shepherd leadership from within your team as much as possible. If you do this, you’ll need to invest your time in mentorship more than minute-by-minute team management. Becoming a Design Leader 06/23/12 42
  43. 43. Draw insight from everything.Immerse yourself. Take a holistic view outside the client’s space. customers competitors complementers sales & retail organizational trends technology comparatives toolboxBecoming a Design Leader 06/23/12 43
  44. 44. Learn to see likeBusinessstrategy a strategist. Product & service strategy Marketing strategy Tactics Competitorsin your problem space Becoming a Design Leader 06/23/12 44
  45. 45. Use the right toolsProposal to get to tactics. Research & Experience Brief Creative Brief Deliverables Brief Becoming a Design Leader 06/23/12 45
  46. 46. ? ! ! research experience creative deliverables brief brief brief brief State business Reframe business State the agreed- State the agreed- problem as it is problem with upon strategy upon strategy understood new data & insight Focus on the “parti” Restate the “parti”Create objectives Create a “parti” Set boundaries Describe relationshipfor your research Describe on brand voice between previous List the inputs story arcs and visual project and expression new work Qualify the Convey story audience concepts and Articulate Provide in-depth themes emotional impact specification Describe activities Provide high-level & emotions specification to evoke Becoming a Design Leader 06/23/12 46
  47. 47. A brief should be… brief. Killer creative thinking comes from focus. You need a bull’s eye to aim at, not a dartboard.Becoming a Design Leader 06/23/12 47
  48. 48. 1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a design leader?4 Now I’m a design leader, what should I watch out for? Becoming a Design Leader 06/23/12 48
  49. 49. Addiction to being in control.Becoming a Design Leader 06/23/12 49
  50. 50. Being a flow junkie.Becoming a Design Leader 06/23/12 50
  51. 51. Drowning in ambiguity.Becoming a Design Leader 06/23/12 51
  52. 52. Focusing the spotlight on your team.Becoming a Design Leader 06/23/12 52
  53. 53. Hiring people that think just like you.OWNERSHIP TITLE FORTUNE EGO Becoming a Design Leader 06/23/12 53
  54. 54. Envisioning the growth of your organization over time.Becoming a Design Leader 06/23/12 54
  55. 55. TUESDAY 8Making the time 9to be available, 10 11to mentor, and 12 to teach. 1 2 3 4 5 6 7 Becoming a Design Leader 06/23/12 55
  56. 56. 1. What does it mean to be a design leader?2. What traits does a design leader need to succeed?3. Ok, how can I become a design leader?4 Now I’m a design leader, what should I watch out for? Becoming a Design Leader 06/23/12 56
  57. 57. The 6 C’s of design leadership:Communicate actively, with both IQ and EQCoax stellar work from your teamCompel the team towards a shared visionCajole by asking open-ended questionsCheer your team on with gustoConjure great work out of yourself, too! Becoming a Design Leader 06/23/12 57
  58. 58. You can make awesome s*@% happen… and have a big impact on the world.Becoming a Design Leader 06/23/12 58
  59. 59. You can make awesome s*@% happen… without undue suffering and sacrifice.Becoming a Design Leader 06/23/12 59
  60. 60. You can make awesome s*@% happen… while having a lot of fun along the way.Becoming a Design Leader 06/23/12 60
  61. 61. Frog Section Title: Statement Layout THE FIRST STEP: DESIGNING THE JOURNEY. Becoming a Design Leader 06/23/12 61
  62. 62. Reach outside of your organization for growth.Becoming a Design Leader 06/23/12 62
  63. 63. If you’re seeking mentorship:Stand up so we can see you.If you want to be a mentor:Strike up a conversationwith one of those people. Becoming a Design Leader 06/23/12 63
  64. 64. Email: david.sherwin@frogdesign.com Twitter: @changeorder Blog: changeorderblog.com Book signing at 12:30 today at HOW Design Live Available December 2012 from HOW Books: amzn.to/successbydesign© 2012 frog. All rights reserved.

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