Buttoned-Down Creativity Portigal & Mulhern • About With For 2004

Agenda Session VB: Buttoned Down Creativity About With For Conference October 23, 2004 4:15pm - 5:10pm Goal: Present mechanisms for bridging the gap between “creative” and “corporate” world views and approaches to innovation projects. Attendees: Steve Portigal, Tom Mulhern, Conference participants 4:15-4:25 Set expectations and introduce speakers Steve, Tom 4:25-4:40 Discuss delta between creative Group and corporate approaches 4:40-5:00 Present potential solutions for consideration Steve, Tom 5:00-5:10 Questions and Discussion Group CONFIDENTIAL - FOR AWF CONFERENCE ONLY T

Our jounrey today Speculations Experiences Mechanisms Principles Colaborative Discovery Proces S ©2004 Tom Mulhern and Steve Portigal

The challenge As designers and ethnographic researchers we are invited in to shake things up – breakthroughs, brainstorms, out of the box, non-linear, disruptive, yada yada. But we often fail to make a lasting impact because our processes and outputs are too different from what the existing culture can work with. How do we make a difference if being different can be toxic? S

As designers and ethnographic researchers we are invited in to shake things up – breakthroughs, brainstorms, out of the box, non-linear, disruptive, yada yada.

But we often fail to make a lasting impact because our processes and outputs are too different from what the existing culture can work with.

The paradox Talks about… Innovation Breakthroughs Disruption Results Impact S Expects.. Trust & patience New behavior New thinking “ Imagination” “ Creativity” Expects… Schedules Agendas Examples Proof Numbers THE “CLIENT” THE “CREATIVE”

Do you experience the paradox? “ Creatives” are… “ Clients” are… S

The language gap Check-boxes Stage gates Marketing Requirements Ownership Take it offline SOW Buckets Ambiguity Synthesis Journey Deliverables Sketches Typology Taxonomy Modes Protocol Screener Discovery Pilot Respondent Manifesto Push-back Blue Ribbon team Vendor Services Agreement MSA Out of pocket S Prototype Concept Proof Prototype Concept Proof

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The culture gap S

Three ways to bridge the gap 2 Button Down 3 Loosen Up 1 Consulting 101 S

1. Consulting 101 aka Etiquette 101 The simple stuff… • It’s a relationship • Daily communication • Clear communication • Listen more than talk • Reflective listening • Help them feel smart Save the discomfort. You’ll need it later. 1 S

Consulting 101 Is your client an “e-mail person” or a “voice-mail person?” Do the meetings start on time? What do you respect and like about your clients? How do they communicate with one another? e.g., What do their PowerPoint slides look like? 1 S

2. Button Down Mechanisms… • Explaining Tools - Work plan - Schedule/Calendar - Case study • Orientation Tools - Agenda - Status Update (When in Rome…) 2 T

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Button Down What dates / timeframes matter most to your clients? Hint: these may be external to your project, e.g., a review of another project by top brass Which parts of your clients’ culture can you adopt? How much of a “script” can you improv within? How simply and factually can you describe your status? 2 T

3. Loosen Up Mechanisms… • Skill-building - Profiling - Orientation & Training • Process-supporting - Templates - How-tos - Drama (Mindset & Toolset) (Make it easier) 3 T

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Source: Conifer Research 2003 3 T

3 Source: Doblin 2004 T

3 Source: Doblin 2004 T

Source: Doblin 2004 3 S

Anatomy of an Interview Source: GVO 1999 3 S

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Loosen Up What have your clients hired you for…results or process? What skills or mental models do you need clients to have? What are known “sticking points” for clients in your process? At what process stages do you engage clients most fully? 3 T

Ethnography: Our Not So Secret Weapon See and remain objective about your own culture Observe and participate in your client’s culture Innovate to bring the cultures together S

A final word: Ownership S

Contact us [email_address] Thanks!

Contact us [email_address] Thanks! Tom Mulhern tom.mulhern@earthlink.net Steve Portigal [email_address] http://www.portigal.com

Contact us [email_address] Steve Portigal [email_address] http://www.portigal.com Thanks! Tom Mulhern tom.mulhern@earthlink.net