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    Lab80 unicorn ranch-agilekorea2012 Lab80 unicorn ranch-agilekorea2012 Presentation Transcript

    • unicorn ranch keywon chunghttp://www.flickr.com/photos/robboudon/6035811624
    • weird title, Bad newsHow “unicorns” & t-shaped people rule this age of software innovationhow we’re disappointed with the korean talent pool http://www.flickr.com/photos/robboudon/6035811624
    • outline WHAT IS A UNICORN?why is everyone looking for unicorns?what is a unicorn ranch?How do we build a ranch?can we build it in korea? what do you think? http://www.flickr.com/photos/robboudon/6035811624
    • what is a unicorn? How do you evaluate talent?What makes your talent more valuable than others?
    • what is a unicorn? historical perspective I asked:Why is it so difficult to Richard Buchanan said:explain to my parents You need awhat I do? history lesson.I was studying Design & Human-Computer Interactionat Carnegie Mellon in 2001. He was the dean of School of Design at Carnegie Mellon and a prominent academic.
    • what is a unicorn? historical perspective law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishesRepresent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn? This is vertical. historical perspective Trade or domain law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishesRepresent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn? This is horizontal. historical perspective Across multiple domains law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishesRepresent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn? Middle Age: Verticals historical perspectiveEveryone was in their narrow trench law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishes Represent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn? Renaissance: Horizontal historical perspective Think Da Vinci, a Renaissance Man law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishesRepresent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn?Post-Renaissance: Verticals again historical perspective Think Industrial Age, 20th Century law medical banking art cooking lawyer doctor banker painter chef Understand law Memorize anatomy Learn bank products Learn to draw Memorize recipes Advise people Diagnos illness Make calculations Master your medium Practice the dishes Represent people Perform surgery Enroll customers Sell your paintings Shop for ingredients License exam Anatomy book Calculator Canvas Recipe book Law books Scalpel Spreadsheet Oil paint Knives Case studies Pills and herbs Customer Rolodex Sketchbook Oven
    • what is a unicorn? Design started as a vertical historical perspective Industrial design, car design, logo design law medical banking art Design lawyer doctor banker painter Designer Understand law Memorize anatomy Learn bank products Learn to draw Draw logos Advise people Diagnos illness Make calculations Master your medium Make clay modelsRepresent people Perform surgery Enroll customers Sell your paintings Proof CMYK print License exam Anatomy book Calculator Canvas Offset printer Law books Scalpel Spreadsheet Oil paint Photoshop Case studies Pills and herbs Customer Rolodex Sketchbook Foam models
    • what is a unicorn? New types of design is emerging historical perspective Problem solvers, strategists, experience law medical banking art Design lawyer doctor banker painter Designer These designers work across verticals Medical device, credit card, charity branding Learn bank products Understand law Memorize anatomy Learn to draw Draw logos Advise people Diagnos illness Make calculations Master your medium Make clay modelsRepresent people Perform surgery Enroll customers Sell your paintings Proof CMYK print Design is both horizontal and vertical Making it very confusing to others License exam Anatomy book Calculator Canvas Offset printer Law books Scalpel Spreadsheet Oil paint Photoshop Case studies Pills and herbs Customer Rolodex Sketchbook Foam models
    • what is a unicorn? historical perspective law medical banking art Design lawyer doctor banker painter Designer But these horizontal types are notUnderstand law unicorns. anatomy Memorize Learn bank products Learn to draw Draw logos Advise people These are just generalists. Diagnos illness Make calculations Master your medium Make clay modelsRepresent people Perform surgery Enroll customers Sell your paintings Proof CMYK print License exam Anatomy book Calculator Canvas Offset printer Law books Scalpel Spreadsheet Oil paint Photoshop Case studies Pills and herbs Customer Rolodex Sketchbook Foam models
    • what is a unicorn? definition Someone who can performmultiple specialty functions and solve a broad set of problems your team faces.
    • what is a unicorn? example“Seed-stage startup looking for rockstarjunior designer to sketch wireframes anddesign beautiful mockups. You’ll beresponsible for crafting our logo and brandand writing UI copy. Must know how to runusability studies, prototype and writeproduction-ready HTML and CSS.” Braden Kowitz
    • what is a unicorn?This job posting describes... a unicorn designer Someone both broad and deepresearch interaction writing visual Ui dev visual ui user product copywriter designer juniorresearcher designer developer editor communica- usability interaction tion designer frontend dev expert designer content manager gui designer ui prototyper product ui designer analyst brand identity ios developer ux designer strategist designer
    • what is a unicorn? “Unicorn” Designer a unicorn designer They exist. But unlikely you can find or hire them.research interaction writing visual Ui dev visual ui user product copywriter designer juniorresearcher designer developer editor communica- usability interaction tion designer frontend dev expert designer content manager gui designer ui prototyper product ui designer analyst brand identity ios developer ux designer strategist designer
    • what is a unicorn? T-Shaped Designer “T-Shaped” DesignerYou can find them... only in certain places research interaction writing visual Ui dev visual ui user product copywriter designer junior researcher designer developer editor communica- usability interaction tion designer frontend dev expert designer content manager gui designer ui prototyper product ui designer analyst brand identity ios developer ux designer strategist designer
    • what is a unicorn? what is “t-shaped?” Disposition for collaboration Across different disciplines. Curiosity, enthusiasm, empathy.Depth of skillContribute to creative process.Competitive & competent Tim Brown, CEO of IDEO
    • what is a unicorn? Horizontal stroke = defining factor Disposition for collaboration Across different disciplines. Curiosity, enthusiasm, empathy.Depth of skillContribute to creative process.Competitive & competent Tim Brown, CEO of IDEO
    • what is a unicorn? unicorn vs. t-shaped The pyramid is skewed Much fewer unicorns than Ts existMost are neither unicorns nor Ts A lot more mediocre people The Rest
    • what is a unicorn? unicorn + t-shaped Value increases exponentiallyBoth provide much better value than the rest The Rest
    • what is a unicorn? unicorn + t-shapedIn this presentation, we will use the term “unicorn” for Existing unicorns + T-shaped peoplestriving to evolve into a unicorn.
    • why is everyone looking for unicorns? a recent phenomenonEveryone’s looking for a unicorn.
    • why is everyone looking for unicorns? who’s looking?“Seed-stage startup looking for rockstarjunior designer to sketch wireframes anddesign beautiful mockups. You’ll be Designerresponsible for crafting our logo and brandand writing UI copy. Must know how to runusability studies, prototype and writeproduction-ready HTML and CSS.” Braden Kowitz
    • why is everyone looking for unicorns? who’s looking? Developer SiliconFlorist.com
    • why is everyone looking for unicorns? who’s looking?1) Exceptional at deep analysis of data andrunning tests.2) Gifted at creating content and Marketer3) Brilliant at branding.Oh, and it would be awesome if they were alsoworld-class project managers. Dharmesh Shah
    • why is everyone looking for unicorns? who’s looking?“Something has gone terribly out of whack inlooking for realistic talent,” Ms. Weinstein said.Many companies are looking for “a five-headed Advertisingmonster,” focusingandon creative and highly the list goes on.technical skills (number crunching, datavisualization, quantitative analysis) and a strongbusiness acumen. New York Times
    • why is everyone looking for unicorns? what’s causing this rush? Why? Sudden high demand for unicorns?
    • why is everyone looking for unicorns? software development has changed Lean Startup y-combinator Agile dev a/b testing mobile first python, rubysoftware as a service analytics open source design first angelist
    • why is everyone looking for unicorns? software development has changed Lean Startup y-combinator Agile dev a/b testing What kind of people thrive in mobile first (and define)python, rubyera?software as a this new service analytics open source design first angelist
    • why is everyone looking for unicorns? standout companies Creators of Ruby on Rails Creators of Paper iPad AppDesign company -> Web apps 1.5M downloads in 2 weeksBasecamp, Backpack, Campfire Apple Design Award winner Silicon Prarie News FiftyThree
    • why is everyone looking for unicorns? because you need themWhat do you think is required to build and join these standout companies? Technical knowledge? Not really. Good schools? Screw that. 8 tenets of standout tech companies
    • 8 tenets of standout tech companies 1/8 Scratch your own itch Be your own customer Love your problemAre you solving a problem that you truly care about? Are you scratching your own itch? http://www.flickr.com/photos/9516941@N08/2286083797
    • 8 tenets of standout tech companies 2/8 Empathy for customers Think like your customers Love your customersThey are your allies and partners with the same itch you have. You exist to make their lives simpler and better. http://www.flickr.com/photos/eurleif/66875875/
    • 8 tenets of standout tech companies 3/8 Anti-Tablet PC = iPad “Finger is the ultimate input device”Make opinionated product Take sides. Pick an enemy. Have a vision and attitude. http://www.flickr.com/photos/viagallery/2037438708/ http://www.flickr.com/photos/oxtopus/5102485260
    • 8 tenets of standout tech companies 4/8 cross-function Create opportunities to expand yourself.Do only what you already know -> Create only what already exists. http://www.flickr.com/photos/altuwa/4398216485
    • 8 tenets of standout tech companies 5/8 Or, better yet... Start a project with a peer or mentor. Screw textbook Just start hacking and designing. learn quickly Learn problem solving, not the answers. Ask questions.http://www.flickr.com/photos/ajkjuu/3671301881 http://www.flickr.com/photos/rsms/4794163953/ http://www.flickr.com/photos/ter-burg/5520205712
    • 8 tenets of standout tech companies 6/8 Decisions are temporary “Done” is the magic word momentum-sensitive Win small victories consistently.Push your product forward every day, every week. http://www.flickr.com/photos/orcmid/3879260297
    • 8 tenets of standout tech companies 7/8 Stay away from Preferences Be decisive for users, and move it forward Quick decisions Bring in your own point of view.Simplify the product for your customers. http://www.flickr.com/photos/lyndonhill/6911975683/
    • 8 tenets of standout tech companies 8/8 Effective, concise thinking Valuable in every aspect good communicatorGood speakers and writers make good designers and coders. http://blogs.hbr.org/cs/2012/07/i_wont_hire_people_who_use_poo.html
    • makelove your love your cross- opinionated problem customer function product World view, value system, passion for improvement good learn momentum- quick communi-quickly sensitive decisions cator
    • makelove your love your cross- opinionated problem customer function product This is about attitude. Not as much about resume or skills. good learn momentum- quick communi-quickly sensitive decisions cator
    • it’s more about attitude than skills this is a cultural shift facebookideo stripe Same situation at other idolized companies.dropbox google airbnb
    • all these companies are looking still most people are “I-shaped” High demand, low supply.http://www.quora.com/Designers/Why-is-there-such-a-stunningly-short-supply-of-designers-in-Silicon-Valley-right-now http://www.quora.com/Silicon-Valley/Why-is-there-such-a-stunningly-short-supply-of-good-developers-in-Silicon-Valley-right-now
    • do i need unicorns? Why do they offer higher value? Value increases exponentiallyUnicorns and Ts provide much better value The Rest
    • yes, you need unicorns the difference is simply too bigUnicorns are no accident. They are self-aware and culture-aware.
    • yes, you need unicorns advantages of unicorns Passion for improvement and innovation included Improving oneself beyond what’s offered by school or work system includedThey get the culture Quick learning included we compete in. Problem solving included No need to explain all this Ability to deal with ambiguity included Empathy and cross-functional growth included Point of view and decision making ability included Good communication included
    • yes, you need unicorns is it greedy? no. You don’t need unicorns for new hires, butyou need T-shaped people to compete in this age.
    • yes, you need unicorns it is necessary And one more thing:Founders need to become unicorns, if they aren’t already.
    • unicorn ranchbuilding a collective http://www.flickr.com/photos/robboudon/
    • unicorn ranch User Interviews we are unicorns Patent Filing Videography Event Organization Pitch and Presentations Code Review Press and PR Visual UI Design Photography Financial Modeling SEM Campaigns Branding and Identity Interaction Design Academic Paper SEO Analytics Trend Research HTML/CSS Pitch and Presentations Python/Django Data Mining Market Sizing Sketch, storyboard, wireframe Infographics Copywriting UI Designer Mathematical Algorithms Recommendation Engine Print Design and Tester Keywon Michael Machine Learning Computer Physical Prototyping Scientist Natural Language Processing Visual/Graphic Facilitation Designer Handwriting Recognition Software Market Sizing Developer Production Backend Competitive Analysis Product Planner & Manager Customer Production JS and FrontendProfessional Brainstorm Quantitative Researcher Venture XCode Storyboarding Look & Feel Moneyshot Founder MarketingObjective C Prototyping Fundraising Academic Paper HR/Recruiting HTML/CSS Source Control VC Relationship Motion Graphics Software Testing Deployment Acquisition Interactive Media Art UI Design Review Guidelines & Documentations Performance Optimization Statistical Analysis
    • unicorn ranch three ranches we lived in IDEO MIT MEdia lab microsoft research palo alto, CA boston, ma redmond, wahttp://www.flickr.com/photos/jurvetson/2475731 http://www.flickr.com/photos/edublogger/838786841 http://www.flickr.com/photos/laughingsquid/413378149
    • unicorn ranch possible for startups? Yes. How do we bring this level of excellence to startups?37 signals fiftythree stripe 32 people 10 people 31 people Silicon Prarie News FiftyThree Stripe
    • unicorn ranch lab80 experimentOur experiment inunicorn ranching
    • unicorn ranch at lab80 what we are Personal Investing in the US Early startup, 4 people Seoul+SF Targeting US consumers Unicorn Founders Design Thinking + Data Science + Lean Startup Mission Driven We help people invest in their beliefs
    • unicorn ranch at lab80 international search for bootstrap city 2011/02 Peru Initial idea 2011/04 Brazil Startup Chile 2011/06 S’pore Prototype1We opened Lab80 in Seoul “Good talent at a lower cost” 2011/08 Seoul Prototype2 2011/11 SF Data processing 2012/02 Seoul Lab80 opens 2012/06 Seoul team of 5 2012/09 Seoul team of 4 + hiring http://www.flickr.com/photos/cubagallery/7690090178
    • unicorn ranch at lab80 benefits of being one in korea We get to meet & host Industry leaders and thinkers from the US Kevin kelly tim brownfounder of wired ceo of ideo
    • unicorn ranch at lab80 principles of a ranch Just enough to establish the direction to run toward 1. set up an environment common goals common language basic structure & process 2. we all run as fast as we can in the same direction 3. See who keeps upRecognition & flex time
    • lab80 experiment, summer 2012 1. set up an environment weekly release weekly user tests customer feedback team synthesispitch & demo to all guests crit & checkpoint
    • lab80 experiment, summer 2012 2. run as fast as we can 8 weeks 5 prototypes, 11 releases 16 user interviews200+ user quantitative test 5+ events & talks 20+ talents interviewed
    • lab80 experiment, summer 2012 3. see who keeps up who thrives?those who really want to improve. “willingness” to improve isn’t enough. “greedy” and ambitious people do well.people with solid vertical skills. T-shaped > i-shaped > generalists culture fit and point of view trumps process or resume.
    • lab80 experiment, summer 2012an idea to reinforce the unicorn mentality immersion in excellence “work in the valley” month every year, we will take the entire team to san fracisco or another unicorn habitat and work there for a month.
    • unicorn ranch at lab80 lessons learned 1/3 The best way to become a unicorn is toWork with unicorns and see if you can grow into one.
    • unicorn ranch at lab80 lessons learned 2/3You can’t teach someone to become T-shaped or a unicorn.Either you are unicorn material or you aren’t.
    • unicorn ranch at lab80 lessons learned 3/3 In order to not “burn through people”We have to be rigorous and selective in the beginning.
    • to sum it up... there is a cultural shiftWe need T-shaped people to compete in this age.
    • a unicorn ranch in korea? desire vs. realityDesire Reality Threadless / Allan Faustino
    • a unicorn ranch in korea? we are frustrated We’ve been here 7 months interviewing dozens of people. And we’ve had only one recruiting success.Here are 3 things we are really sick of hearing from the Koreans we meet.
    • a unicorn ranch in korea? how it sucks - 1/3 After working at a startup...I can get a nice job at Samsung or Google.
    • a unicorn ranch in korea? how it sucks - 1/3 After working at a startup... a pr ivile ge. nice s I can getaa tup ijob at at a st ror Google. ingSamsungWork
    • a unicorn ranch in korea? how it sucks - 2/3 Oh I need to learn a new skill?I’ll buy a book and study it.
    • a unicorn ranch in korea? how it sucks - 2/3F*ck textbIo to learn a new skill? Oh need oks. Landn ear studydit. I’ll buy a book by oing.
    • a unicorn ranch in korea? how it sucks - 3/3 Shit, I don’t know the answer, so I’ll shut up and wait untilyou tell me the correct answer.
    • a unicorn ranch in korea? how it sucks - 3/3 you already Shit, I don’t know the answer, so ’shut rup what until e dI’ll t ca e and waitW on tell me ro youknow. Pthe correct lve. blem-soanswer.
    • a unicorn ranch in korea? we are discouraged We are considering remote hierarchy &expat recruiting collaboration apprenticeship instead of hiring with unicorns in instead of finding peers korean talents sf/overseas who will have a instead of looking for “seat at the table” Korean talents this is not what we want
    • what do you think? are we wrong? We don’t have a great impression of Korean talent pool so far.Can Korea compete in this environment?
    • what do you think? are we wrong? We don’t have a great impression of Korean talent pool so far. Can Korea compete in this environment?Do you see an excellent startup coming out of Korea now? Next year? Ever?
    • what do you think? question us, challenge us.Are you T-shaped? Talk to us. Lab80.co @keywonc
    • referencesRichard Buchanan IxDA Keynote: How design makes our own subject matterTim Brown: T-Shaped People ChiefExecutive.net InterviewUnicorn Designer Hiring a Designer Why Can’t Startups Find Designers?Advertising Talent Gap New York Times articleQuora: Short Supply of Designers http://www.quora.com/Designers/Why-is-there-such-a-stunningly-short-supply-of-designers-in-Silicon-Valley-right-nowQuora: Short Supply of Developers http://www.quora.com/Silicon-Valley/Why-is-there-such-a-stunningly-short-supply-of-good-developers-in-Silicon-Valley-right-nowQuora: Facebook & Google culture http://www.quora.com/For-a-CS-major-out-of-college-which-is-better-taking-a-job-as-a-Facebook-Software-Engineer-or-Google-37Signals: Getting Real http://gettingreal.37signals.com/37Signals: FastCompany Interview http://www.fastcompany.com/3000852/37signals-earns-millions-each-year-its-ceo%E2%80%99s-model-his-cleaning-ladyFiftyThree http://www.fiftythree.com/aboutMake Opinionated Products: Tablet PC vs. iPad http://www.cultofmac.com/126116/steve-jobs-created-the-ipad-to-show-one-microsoft-employee-what-a-tablet-really-can-be/What it’s like to work at Stripe http://blog.alexmaccaw.com/stripes-cultureDon’t Hire People Who Use Poor Grammar http://bit.ly/TrCjL0Lab80: Keywon Chung http://www.linkedin.com/in/keywonLab80: Michael Shilman http://www.linkedin.com/in/shilman