Presentation given to students at the Startup Institute.

1. designingyourcareer
By
Richard Banfield

2. a lil’bit
Aboutus
443
Web and mobile
32
Full-time, on-
9
Countries we’ve
2
Offices in Boston,
design projects site designers got clients in and
since 2005 and developers San Francisco
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3. a lil’bit
Aboutus
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4. 00 whydesignacareer?
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5. We need more of
astrategythantactics
“Where do I start?”
class of summer 2012
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6. ...and
astrategyisn’tplanning
“The things I’m going to be working
on haven’t been invented yet”
rhys banfield, summer 2012
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7. happinessiskey
“Happiness is something you make,
not stumble upon”
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8. 01 Ashortstory
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9. Let’s start with
astoryofvision
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10. Let’s start with
astoryofvision
2008
$2.75M
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11. Let’s start with
astoryofvision
Meh!
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12. Let’s start with
astoryofvision
“As the duo poured their sorrows into
their drinks, they realized that the
one part of the site that was actually
doing well — the deals — could be
combined with their love of design.”
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13. Let’s start with
astoryofvision
Passion?
Market Best in
opp? the
world?
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14. Let’s start with
astoryofvision
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15. Let’s start with
astoryofvision
2012
$600M
9M customers
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16. Let’s start with
astoryofvision
“I’m doing my dream job, and I’m building the
company I’m meant to run.”
Jason Goldberg
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17. canitreallybethissimple?
Passion?
Best in
Market
the
opp?
world?
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18. 02 goodtogreat
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19. Jim Collins’
goodtogreat
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20. Jim Collins’
goodtogreat
Can a good company
become a great company,
and if so, how?
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21. Jim Collins’
goodtogreat
Greatness is not primarily a
function of circumstance, but
largely a matter of conscious
choice, and discipline.
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22. Jim Collins’
goodtogreat
Collins was talking about
businesses not individuals
but it turns out it still works
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23. Can you really
designacareer?
Where would you start?
&
What does the process look like?
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24. 03 thevisionframework
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25. Jim Collins’
corevaluesconcept
it always starts with
Who?
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26. Jim Collins’
goodtogreat
Get the right Get the wrong
people on the bus. people off the bus.
Get the right people
Put who before what.
in the right seats
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27. Can you really
designacareer?
How do you know who gets on the
bus and who gets off?
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28. Jim Collins’
corevaluesconcept
BHAG
vivid vision
Core purpose
Core Values
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29. Richard’s
corevaluesconcept
TAG = timeless audacious goal
vivid vision
Core purpose
Core Values
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30. Why create a
timelessaudaciousgoal
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31. Jim Collins’
thehedgehogconcept
discipline opportunistic
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32. Jim Collins’
thehedgehogconcept
disciplined opportunistic
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33. Jim Collins’
thehedgehogconcept
What are you
deeply passionate
about?
What can you What drives
be the best at your economic
the world at? engine?
freshtilledsoil.com @freshtilledsoil

34. Jim Collins’
thehedgehogconcept
What are you
deeply passionate
BHAG about?
What can you What drives
be the best at your economic
the world at? engine?
freshtilledsoil.com @freshtilledsoil

35. Jim Collins’
thehedgehogconcept
What are you
deeply passionate
about? Passion?
Best in
Market
the
opp?
What can you What drives world?
be the best at your economic
the world at? engine?
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36. 04 thevisionworkshop
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37. Let’s get started
designyourcareer
Step 1: Create a list of core values
Guidelines:
create as many as you want
be prepared to share
core = emotional & motivational
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38. fresh tilled soil’s
corevalues
Keep things simple
Own the work
Make the team look good
Grow with quiet confidence
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39. Teaching Company
corevalues
Excellence
Cultivate every resource
Results-oriented work ethic
Fair and generous relationships
Integrity. Period.
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40. designyourcareer
Step 2: make a short list
determine the three to
five values that you feel best
represent you
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41. designyourcareer
Step 3: test your values
spend a few minutes answering yes or
no for each of the values you’ve chosen
Here are your questions...
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42. designyourcareer
Question One
if you were starting your career
today would this value be valid
regardless of the industry or trends?
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43. designyourcareer
Question Two
Is this value timeless, no matter
what changes in the outside world?
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44. designyourcareer
Question Three
would you hold onto this value
no matter what others say?
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45. designyourcareer
Question Four
would you change jobs before
compromising this value?
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46. designyourcareer
Question Five
if you had enough money to retire
comfortably would you still
continue to believe in this value?
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47. designyourcareer
Step 4: select the best values
eliminate the values that didn’t
pass the yes/no test
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48. designyourcareer
Step 5: write a single core purpose
describe in one sentence the core
purpose of your career
...and can you be the best at this?
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49. designyourcareer
“help entrepreneurs launch
innovative and meaningful products”
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50. designyourcareer
“To provide a secure place on Earth
for the Jewish people”
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51. designyourcareer
“To make people happy”
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52. designyourcareer
Step 6: write a vivid vision
describe in a paragraph how you
visualize your purpose happening
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53. designyourcareer
“We will be as people-oriented as HP. ...
We will attain customer satisfaction unsurpassed even
by Nordstrom. ... We will continually gain market share
despite a price premium on commodity products. ...
We will be studied by business schools for our
sophisticated use of technology.”
freshtilledsoil.com @freshtilledsoil

54. Jim Collins’
thehedgehogconcept
Step 7: create your hedgehog
What are you
deeply
passionate
about?
What can you What drives
be the best at your
the world at? economic
engine?
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55. designyourcareer
Step 8: write a bhag
create a timeless and audacious
goal that will excite you and
motivate others to be part of
freshtilledsoil.com @freshtilledsoil

56. Jim Collins’
thehedgehogconcept
What are you
deeply passionate
BHAG about?
What can you What drives
be the best at your economic
the world at? engine?
freshtilledsoil.com @freshtilledsoil

57. designyourcareer
“be the best user experience design
company in the world.”
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58. designyourcareer
what’s your mountain?
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59. 05 beingthebest
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60. Let’s get started
designyourcareer
“Find hard work you love doing.”
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61. Let’s get started
designyourcareer
“Commit yourself to making
lots of mistakes.”
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62. Let’s get started
designyourcareer
“Focus more on less.”
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63. 06 yourquestions
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64. goodluck!

65. richard@freshtilledsoil.coM
@freshtilledsoil