So You Want A Job in Creative Services: Career Advice from an MBA Misha Cornes Director of Strategy, Organic April 20, 2006

Agenda Organic Experience Design Where Do You Fit In? Discussion

Organic Experience Design

Where Do You Fit In?

Discussion

3 minutes on Organic We are user experience experts who think holistically about marketing problems. We build Websites and Online Advertising Campaigns. We do it by creating exceptional experiences.

We are user experience experts who think holistically about marketing problems.

We build Websites and Online Advertising Campaigns.

We do it by creating exceptional experiences.

Our Clients

Why Should You Care?

Brand Advertising AWARENESS & EMOTIONAL RESONANCE

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS

Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design

Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design

I’m in the Business of Empathy

I’m in the Business of Emotion

I’m in the Business of Creating Experiences

Questions I had when I was sitting in your chair five years ago… What kind of company should I be targeting? Do I have any aptitude for this? Are there any jobs out there? What am I gaining and what am I giving up?

What kind of company should I be targeting?

Do I have any aptitude for this?

Are there any jobs out there?

What am I gaining and what am I giving up?

1. What company?

Customer Lifecycle

Creative Agencies TV, Radio, Outdoor Online Media WOM UE and Human Factors Market Research & Trends Product Design Branding Identity & Naming Web Content Direct Response Loyalty Programs WOM Interactive Marketing - Web, Mobile, Events Environments Design Packaging & Graphic Design

2. Do I Have Any Aptitude?

Ask Yourself Why You Want to Work in Creative Services Love of consumer brands? Interest in creativity and innovation? Interest in cross-disciplinary teamwork? Interest in Digital Media? Want to shape customer behavior?

Love of consumer brands?

Interest in creativity and innovation?

Interest in cross-disciplinary teamwork?

Interest in Digital Media?

Want to shape customer behavior?

What Skills and Traits Are Required? Understand good design, and can speak to it with clients and creative Flexible in your thinking Comfortable with uncertainty Excited about the customer and customer experience An idea-generator, a thought-starter, a questioner A good listener- hearing insights and perspectives from others Comfortable working across disciplines Synthesis and framework thinking

Understand good design, and can speak to it with clients and creative

Flexible in your thinking

Comfortable with uncertainty

Excited about the customer and customer experience

An idea-generator, a thought-starter, a questioner

A good listener- hearing insights and perspectives from others

Comfortable working across disciplines

Synthesis and framework thinking

3. Are there any jobs out there?

VISIBILITY Trigger 1994 Peak of Inflated Expectations 1999 2003 2005 Trough of Disillusionment Slope of Enlightenment Plateau of Productivity 2010 Gartner Hype Cycle

VISIBILITY Field of Dreams 1994 1999 2003 2005 2007 Gartner Hype Cycle eBusiness Banner Advertising Campaign Management Content Management Email marketing Dialogue management eCommerce Analytics Rich media experiences Behavioral Targeting Viral Marketing Word of Mouth Web 2.0 2010

Making Your Skills Relevant Think about how your vertical expertise might apply Take the New Product Development Course Flex your customer experience brain Talk with specialist recruiters Be willing to stand out Get an internship Network Be Willing to Stand Out

Think about how your vertical expertise might apply

Take the New Product Development Course

Flex your customer experience brain

Talk with specialist recruiters

Be willing to stand out

Get an internship

Network

4. What am I gaining, and what am I giving up?

What are you Giving Up? $$$ Be prepared to be one ingredient, not the main dish Have to prove your value at each stop along the way You will need to forge you own career path Peer understanding and prestige

$$$

Be prepared to be one ingredient, not the main dish

Have to prove your value at each stop along the way

You will need to forge you own career path

Peer understanding and prestige

What Do You Gain? I exercise the “creative” part of my brain everyday, but not in the way I imagined A lot of energy- this feels like a new era for marketing communications I wear whatever I want Traditional business culture – real deadlines, teamwork – but without the role-playing My quirkiness is valued, not suppressed Interdisciplinary teams Physical (well, digital) outputs to my work The opportunity to experiment Zero repercussions for switching jobs

I exercise the “creative” part of my brain everyday, but not in the way I imagined

A lot of energy- this feels like a new era for marketing communications

I wear whatever I want

Traditional business culture – real deadlines, teamwork – but without the role-playing

My quirkiness is valued, not suppressed

Interdisciplinary teams

Physical (well, digital) outputs to my work

The opportunity to experiment

Zero repercussions for switching jobs

Thank you! [email_address]