Planningness 2011


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A quick few pages on some key things I took away from this year's Planningness. It's fun and light, and I blatantly stole ideas, quotes and charts from our very lovely speakers. Thank you to everyone who came out! Such a fun time.

Planningness 2011

  1. 1. planningness 2011meet the makers.
  2. 2. prefacehere’s a smattering of highlights and insights fromplanningness 2011. wish I could sum up (and haveattended) all the sessions, but it’s just not possible inone measly deck. I assure you, all were full ofawesome this year.also, a big thank you to all the people who made thisyear amazing and to all the new (and old) friends inthis warm, generous little planningness community.
  3. 3. our ethos (at planningness)get excited and make stuff.
  4. 4. the secret recipe.
  5. 5. for an effectiveplanningness conference1/3 cup incredible speakers1/3 cup fun, eclectic personalities/participants1/3 cup workshops and lecture + generous dash optimism, perseverance and peoplewho love working as a team
  6. 6. themes.
  7. 7. empathy. generosity.make > know more specifically...
  8. 8. start thinking like/with a producer put the user in the middle ofbusiness design work lean “brief” for behavior change
  9. 9. start thinking like/with aproducerproducers are vital partners to making.working closely and quickly with ourproducer counterparts help us optimizeour work in real-time. @adrianho production as strategy
  10. 10. products and experiencesoften reveal newopportunities for usage afterthey’re built.- adrian ho, zeus jones production as strategy
  11. 11. production as strategy
  12. 12. we don’t work in a vacuum. optimization shouldn’t be reserved for retrospect -- we have to build with the intention to change. we must plan with the assumption of unpredictability and create an environment where adaptive change is not only possible, but required. production as strategy
  13. 13. designing a businessfor awhile now, planner folks have said“it’s not what you say, it’s what youdo...” but putting to practice is notalways easy (particularly in the ad biz). @colincolin designing a business
  14. 14. best case scenario: thinkabout how to design thebusiness from the inside out,putting the user in the middle. designing a business
  15. 15. “when we “design a business” wecreate a platform for an putting the experience first, we’recreating a user-centered business,(because the business is the vehicle todeliver the experience)”- colin raney, IDEO designing a business
  16. 16. designing a business
  17. 17. brands that live with experience at it’s core: ...any surprise that most of these live solely in the digital space? the challenge persists to apply this ethos to “offline”consumer goods/services. which requires radically re-thinking our business offerings and models. designing a business
  18. 18. lean strategy. start-ups, design firms and many other “makers” have lean processes ingrained into their DNA. time and money are often scarce (sound familiar?) so it’s about faster learning. key to making it work is letting go of our traditional long-winded, waterfall processes and learning to be a bit more more flexible. @farrahbostic lean strategy
  19. 19. why lean? why now?. expectations have shifted: client’s have less money, less patience. couple this with consumer’s expecting more utility and usefulness from brands than ever before. lean strategy
  20. 20. “you need to add value in people’s lives. not just expect them to participate because you goddamn asked them to.” - mel exon, bbh labs lean strategy
  21. 21. this is a messy process. it’s intentionally not linear. it’s a web of ideas, mapped against central pain points and behaviors. it’s about solving problems. fast. lean strategy
  22. 22. key tenants i. generate the pain points/problems your audience encounters, formulate hypotheses to solve ii. test hypotheses on a small number of individuals iii. you should be proven wrong a few times. rinse, repeat. iv. get involved in building prototypes for the solve(s) that bubble to the top lean strategy
  23. 23. “we become so obsessedwith being noticed that weforget to be useful” - ed cotton, bssp @cotton behavioral briefs
  24. 24. brief for behavior change.framing/finding the question is oftenthe hardest part.i. determine the pain points.ii. understand the behaviors thatcontribute and act in tandem with thepain to get to useful solutionsiii. determine barriersiv. frame up the opportunities behavioral briefs
  25. 25. the founders of instagram on solving the “right” problem behavioral briefs
  26. 26. sounds’s not....but it’s certainly not impossible. behavioral briefs
  27. 27. we were tasked with one ofthe hardest problems any ofus had.going home. behavioral briefs
  28. 28. planningness has become a safe havenfor open thinking and idealistic dreams.we love our jobs, but it can be hard toleave the we wrote the brief to re-positionplanning in 2015 behavioral briefs
  29. 29. the results.well, you’ll have to wait and see... behavioral briefs
  30. 30. stop trying to own thingsand start making theminstead.
  31. 31. the presentations:since i’ve done (maybe) a mediocrejob summing up some greatpresentations, please do yourself afavor and check them and more outhere:
  32. 32. #plannagram
  33. 33. ...because every presentation shouldend with a horse wearing a monocle.#hellyeah