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th of Slick
         Re bir                      hy It Will
                           ool, and W
             y Des ign i...
In the early 1990s, while hard-
                             core rap artists like Dr. Dre and
                           ...
DIGABLE PLANETS DIDN’T
                                   SET OUT TRYING TO


                               CREATE
      ...
DIGABLE PLANETS DIDN’T
                                   SET OUT TRYING TO


                               CREATE
      ...
ers have that
                              ese ch  aract
                   stics do th          erican cool?
           ...
BEYOND THE EXTERNAL WHAT

                                          subject:
                                             ...
BEYOND THE EXTERNAL WHAT

  THREE                                   subject:
                                             ...
FOLLOW YOUR OWN PATH




Thursday, October 15, 2009
BE REALLY DIFFERENT.. REALLY




Thursday, October 15, 2009
TAKE CALCULATED RISKS


Thursday, October 15, 2009
WHAT DOES THIS MEAN

                             FOR US?



Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
TS?
                                UL
                              ES
Thursday, October 15, 2009
                       ...
WE OFTEN CONFUSE THE PROCESS OF
                             DESIGN THINKING


                                   WITH THE...
Thursday, October 15, 2009
WHICH COMPANIES HAVE A COOL FACTOR?
                                 Dell             Toyota         CVS Pharmacy
        ...
WHICH COMPANIES HAVE A COOL FACTOR?
                                 Dell             Toyota         CVS Pharmacy
        ...
ARE YOUR GOALS TOO
         REASONABLE?
                                                  sounds
                         ...
WD            D
                             WHAT DID APPLE DO?




Thursday, October 15, 2009
WW             D
                             WHAT WOULD APPLE DO?




Thursday, October 15, 2009
These companies don’t have enduring relevant bands
   because of short sighted, gimmicky campaigns, a dash
               ...
Relevance creates long
                             term value.




Thursday, October 15, 2009
RELEVANCE
       IS COOL



                                 *   *


                             *
Thursday, October 15, ...
You can’t buy or borrow cool from a brand
                               it has to be designed in. Don’t look for it
     ...
BRAND IS DESIGNED WHEN YOU TAKE
                              SUBSTANTIAL RISK
                                   AND FACE...
WHEN YOU SPEND TIME
                       CHASING COOL
                              YOU DON’T DO THE THINGS THAT

      ...
inspired
                              by cool



Thursday, October 15, 2009
Chasing
                             Cool




Thursday, October 15, 2009
THE TRANSITION FROM CHASING
                             DESIGN DOING
                             TO BEING INSPIRED BY SO...
DESIGN IS THE
                             FUNDAMENTAL SOUL
                                OF THE COMPANY
               ...
far too n arrowly.
               ple defin e design
       Most peo
Thursday, October 15, 2009
BEAUT

                             WHAT YOU SEE
                             IS NOT WHAT YOU GET
Thursday, October 15, 20...
DESIGN IS THE
         entire experience                  PURPOSE




                               FEEL                 ...
Usability + Function + Significance




Thursday, October 15, 2009
DESIGN THINKING
                             IS NOT AN EVENT
                             IT’S A PROCESS


Thursday, Octob...
Simply Chasing cool is a really
          bad idea; inspired by cool is a
          great idea. Don’t do it because
      ...
Simply Chasing design is a
                             really bad idea; inspired by
                             design i...
THEY ALWAYS TREAT
                DESIGN AS A PROCESS


                                      NOT AS AN EVENT
Thursday, Oc...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION

                             1




Thursday, O...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION


                         ...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION


            ...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATI...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATI...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATI...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATI...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS
              here


          INSPIRATION            IDEATION       A...
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS
              here


          INSPIRATION            IDEATION       A...
DON’T FAVOR PRODUCTION
                             OVER DESIGN



Thursday, October 15, 2009
People talk about their functions in the
                             organization. Human organizations are not
          ...
DON’T DEPEND HEAVILY ON METRICS OR
                             COMMON WISDOM



Thursday, October 15, 2009
BECOME OVERLY

      CONSERVATIVE
                                              OBSESSED
                                 ...
DON’T LEAD WITH EFFICIENCY AND
                             CUT COSTS LATER



Thursday, October 15, 2009
DON’T
                             SPEND ALOT
                                 JUST DO
                                 WH...
BAKE DESIGN INTO THE CORE & BUILD
                             EXPERIENCE OUT



Thursday, October 15, 2009
WHAT’S THE BEST PART OF AN

                             APPLE PIE?




Thursday, October 15, 2009
Make It
    Meaningful
                             Tell me a
                              engaging
                     ...
BE CAPABLE OF TELLING A

                      MEANINGFUL STORY
                              ABOUT YOUR BRAND OR COMPANY
...
A GOOD STORY
                             ILLUSTRATES HUMAN EMOTION




Thursday, October 15, 2009
The “values in action”
                                              The “vision”
                 stories
               ...
DON’T TRY TO MIMIC THE

                             ACTION TAKEN
                                 LOOK TO BE INSPIRED BY ...
Treating
                                        design as
                                         a veneer

          Yo...
DON’T OUTSOURCE

                             VISION

                                   DON’T BE A SLAVE TO

            ...
DON’T

                             FOLLOW
                             YOUR CUSTOMERS

                             LEAD ...
YOU MAY NOT GET YOUR ANSWER
  FROM ASKING BUT YOU CAN GET
  IT FROM OBSERVING




Thursday, October 15, 2009
FOCUS ON SOLVING

                             HUMAN NEEDS
                                   INSTEAD OF

                ...
TEACH

                             AUTHENTICITY



Thursday, October 15, 2009
DON’T END WITH THE

                             INSIGHTS
                             GREAT IDEAS LEAD TO

              ...
Thursday, October 15, 2009
Thanks Again!




                                       Kelsey Ruger

                                   http://www.themo...
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Rebirth of Slick: Why Design Is Cool and Why It Will Make People Love Your Company

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Can being design oriented really change the face of your company? Companies like Apple, BMW, Whole Food Stores and Target are proving that design isn't only cool it's profitable. As marketers we can learn all the latest tools for optimizing results online marketing results, but what does all this mean for your marketing and branding strategy. These tools teach us "how" to build things but not necessarily what we should be building. The experience a consumer has with your brand goes beyond marketing messages, advertising, PR and social media. What they see, interact with, do - all the things they experience about a company are used to form opinions and make buying decisions. More and more companies are realizing that you have to "design" this type of experience. Today, design isn't just a "nice to have", it's a fundamental component of marketing strategy and organizational cornerstone. Market leaders of the future understand that "design thinking" is everyone's job and will be as important as anything else in your marketing arsenal.

Published in: Technology, Business
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  • Is it possible to send this presentation to me?
    rianedesouza@yahoo.com.br
       Reply 
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    Your message goes here
  • Great presentation sir!
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  • After you got all the information on Fioricet, another point on your agenda should be the price for it. http://www.fioricetsupply.com resolves this problem. Now you can make the decision to buy.
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  • Kelsey,good job!!thumb up...
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  • Kelsey, nice work. Thought you may be interested in a group called The Design & Emotion Society: http://www.designandemotion.org. Membership is free.

    Cheers, Nick.
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Transcript of "Rebirth of Slick: Why Design Is Cool and Why It Will Make People Love Your Company"

  1. 1. th of Slick Re bir hy It Will ool, and W y Des ign is c r Company Wh Love You Ma ke Pe ople Kelsey Ruger Thursday, October 15, 2009
  2. 2. In the early 1990s, while hard- core rap artists like Dr. Dre and Tupac dominated the charts, Digable Planets chose a road that ignored gangsta culture. Thursday, October 15, 2009
  3. 3. DIGABLE PLANETS DIDN’T SET OUT TRYING TO CREATE SOMETHING THAT WAS COOL Thursday, October 15, 2009
  4. 4. DIGABLE PLANETS DIDN’T SET OUT TRYING TO CREATE SOMETHING THAT WAS COOL Thursday, October 15, 2009
  5. 5. ers have that ese ch aract stics do th erican cool? aracteri dimen t of Am What ch embo ade them the m Thursday, October 15, 2009
  6. 6. BEYOND THE EXTERNAL WHAT subject: m. brando - a0043 n- 789s4 are inspired by cool? j. dea su bject: subje ct: c. gr ant - 0043 4 Thursday, October 15, 2009
  7. 7. BEYOND THE EXTERNAL WHAT THREE subject: m. brando - a0043 IDEASare inspired by cool? bject: j. dea n- 789s4 su subje ct: c. gr ant - 0043 4 Thursday, October 15, 2009
  8. 8. FOLLOW YOUR OWN PATH Thursday, October 15, 2009
  9. 9. BE REALLY DIFFERENT.. REALLY Thursday, October 15, 2009
  10. 10. TAKE CALCULATED RISKS Thursday, October 15, 2009
  11. 11. WHAT DOES THIS MEAN FOR US? Thursday, October 15, 2009
  12. 12. Thursday, October 15, 2009
  13. 13. Thursday, October 15, 2009
  14. 14. Thursday, October 15, 2009
  15. 15. Thursday, October 15, 2009
  16. 16. TS? UL ES Thursday, October 15, 2009 R
  17. 17. WE OFTEN CONFUSE THE PROCESS OF DESIGN THINKING WITH THE ACT OF DESIGN DOING Thursday, October 15, 2009
  18. 18. Thursday, October 15, 2009
  19. 19. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google Thursday, October 15, 2009
  20. 20. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google Thursday, October 15, 2009
  21. 21. ARE YOUR GOALS TOO REASONABLE? sounds mediocre ugh? what if it’s new? r nee ds usto me 1. Meet c market t ime to how about 2. R e duce eliminating o urces m ize res them? 3. Opti ar riers tional b ce func 5. Re du culture uh... yeah o rporate 6. Ch ange c right Thursday, October 15, 2009
  22. 22. WD D WHAT DID APPLE DO? Thursday, October 15, 2009
  23. 23. WW D WHAT WOULD APPLE DO? Thursday, October 15, 2009
  24. 24. These companies don’t have enduring relevant bands because of short sighted, gimmicky campaigns, a dash of bling or a viral web site. Thursday, October 15, 2009
  25. 25. Relevance creates long term value. Thursday, October 15, 2009
  26. 26. RELEVANCE IS COOL * * * Thursday, October 15, 2009
  27. 27. You can’t buy or borrow cool from a brand it has to be designed in. Don’t look for it on the outside. Be authentic. WHERE IS THAT WILL MAKE YOUR PRODUCT THE “IPOD” OF YOUR INDUSTRY? Thursday, October 15, 2009
  28. 28. BRAND IS DESIGNED WHEN YOU TAKE SUBSTANTIAL RISK AND FACE THE POSSIBILITY OF REAL FAILURE Thursday, October 15, 2009
  29. 29. WHEN YOU SPEND TIME CHASING COOL YOU DON’T DO THE THINGS THAT MAKE YOU COOL Thursday, October 15, 2009
  30. 30. inspired by cool Thursday, October 15, 2009
  31. 31. Chasing Cool Thursday, October 15, 2009
  32. 32. THE TRANSITION FROM CHASING DESIGN DOING TO BEING INSPIRED BY SOLID DESIGN THINKING Thursday, October 15, 2009
  33. 33. DESIGN IS THE FUNDAMENTAL SOUL OF THE COMPANY THAT EXPRESSES ITSELF THROUGH AN END RESULT - THE PRODUCT - Steve Jobs Thursday, October 15, 2009
  34. 34. far too n arrowly. ple defin e design Most peo Thursday, October 15, 2009
  35. 35. BEAUT WHAT YOU SEE IS NOT WHAT YOU GET Thursday, October 15, 2009
  36. 36. DESIGN IS THE entire experience PURPOSE FEEL DELIVERY AESTHETIC 2 not just 3 this FUNCTION SERVICE BRAND Thursday, October 15, 2009
  37. 37. Usability + Function + Significance Thursday, October 15, 2009
  38. 38. DESIGN THINKING IS NOT AN EVENT IT’S A PROCESS Thursday, October 15, 2009
  39. 39. Simply Chasing cool is a really bad idea; inspired by cool is a great idea. Don’t do it because you research it, do it because you breathe it. - Russell Simmons KING LO OK LIKE? OES DES IGN THIN WHAT D Thursday, October 15, 2009
  40. 40. Simply Chasing design is a really bad idea; inspired by design is a great idea. Don’t do it because you research it, do it because you breathe it. Thursday, October 15, 2009
  41. 41. THEY ALWAYS TREAT DESIGN AS A PROCESS NOT AS AN EVENT Thursday, October 15, 2009
  42. 42. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS Thursday, October 15, 2009
  43. 43. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION 1 Thursday, October 15, 2009
  44. 44. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION 1 2 Thursday, October 15, 2009
  45. 45. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION 1 2 3 Thursday, October 15, 2009
  46. 46. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  47. 47. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  48. 48. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  49. 49. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  50. 50. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  51. 51. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 and here Thursday, October 15, 2009
  52. 52. DON’T FAVOR PRODUCTION OVER DESIGN Thursday, October 15, 2009
  53. 53. People talk about their functions in the organization. Human organizations are not at all like mechanisms. I mean they have hierarchies, responsibilities and different roles - but a human organization is much more like an organism. PROCESS TELLS US HOW TO BUILD. IT DOESN’T HELP WITH WHAT TO BUILD. Thursday, October 15, 2009
  54. 54. DON’T DEPEND HEAVILY ON METRICS OR COMMON WISDOM Thursday, October 15, 2009
  55. 55. BECOME OVERLY CONSERVATIVE OBSESSED WITH MEETING THE NUMBERS EMOTIONALLY AND ANALYTICALLY DETACHED WOULD RATHER BUY SUCCESS INSTEAD OF EARNING IT EMPHASIZE THE WRONG HEROES Thursday, October 15, 2009
  56. 56. DON’T LEAD WITH EFFICIENCY AND CUT COSTS LATER Thursday, October 15, 2009
  57. 57. DON’T SPEND ALOT JUST DO WHAT ACME DID THAT DOESN’T FIT OUR PROCESS DON’T SCREW THIS UP Thursday, October 15, 2009
  58. 58. BAKE DESIGN INTO THE CORE & BUILD EXPERIENCE OUT Thursday, October 15, 2009
  59. 59. WHAT’S THE BEST PART OF AN APPLE PIE? Thursday, October 15, 2009
  60. 60. Make It Meaningful Tell me a engaging story I like experiences Looks matter but how I feel matters more CONSUMER MINDSET: THE PLAN Thursday, October 15, 2009
  61. 61. BE CAPABLE OF TELLING A MEANINGFUL STORY ABOUT YOUR BRAND OR COMPANY Thursday, October 15, 2009
  62. 62. A GOOD STORY ILLUSTRATES HUMAN EMOTION Thursday, October 15, 2009
  63. 63. The “values in action” The “vision” stories stories “why am I here” The “val ues in action” The stories stories Th e “who am I” ” The “I k now what yo u are thinking Stories stories CAN YOU THESE STORIES? Thursday, October 15, 2009
  64. 64. DON’T TRY TO MIMIC THE ACTION TAKEN LOOK TO BE INSPIRED BY THE INTENDED MOTIVE Thursday, October 15, 2009
  65. 65. Treating design as a veneer You create “objects” instead of IT’S USUALLY A experience VICIOUS CYCLE Design isn’t THAT IGNORES DESIGN a part of every role The experience isn’t designed Thursday, October 15, 2009
  66. 66. DON’T OUTSOURCE VISION DON’T BE A SLAVE TO TODAY’S TRENDS Thursday, October 15, 2009
  67. 67. DON’T FOLLOW YOUR CUSTOMERS LEAD THEM Thursday, October 15, 2009
  68. 68. YOU MAY NOT GET YOUR ANSWER FROM ASKING BUT YOU CAN GET IT FROM OBSERVING Thursday, October 15, 2009
  69. 69. FOCUS ON SOLVING HUMAN NEEDS INSTEAD OF TECHNICAL PROBLEMS Thursday, October 15, 2009
  70. 70. TEACH AUTHENTICITY Thursday, October 15, 2009
  71. 71. DON’T END WITH THE INSIGHTS GREAT IDEAS LEAD TO ANSWERS Thursday, October 15, 2009
  72. 72. Thursday, October 15, 2009
  73. 73. Thanks Again! Kelsey Ruger http://www.themoleskin.com http://www.twitter.com/themoleskin http://www.linkedin.com/in/kelseyruger Thursday, October 15, 2009

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