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Unicorn Ranch (유니콘 목장)

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How unicorns & T-shaped people rule in this age of software innovation, and why we're disappointed by the Korean talent pool. Presented at Agile Korea 2012.

"T자형 인간"과 "유니콘"들이 소프트웨어 혁신 시대에 왜 주도적으로 필요한가, 왜 저희 Lab80이 한국의 인재 풀에 대해 실망하였는가를 설명하는 발표입니다. 애자일 코리아 2012에서 발표하였습니다.

Lab80 builds Hello Money: LEGO for Investing http://hellomoney.co/

Published in: Software
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Unicorn Ranch (유니콘 목장)

  1. 1. unicorn ranch keywon chung http://www.flickr.com/photos/robboudon/6035811624
  2. 2. weird title, Bad news How “unicorns” & t-shaped people rule this age of software innovation how we’re disappointed with the korean talent pool http://www.flickr.com/photos/robboudon/6035811624
  3. 3. outline WHAT IS A UNICORN? why is everyone looking for unicorns? what is a unicorn ranch? How do we build a ranch? can we build it in korea? what do you think? http://www.flickr.com/photos/robboudon/6035811624
  4. 4. what is a unicorn? How do you evaluate talent? What makes your talent more valuable than others?
  5. 5. what is a unicorn? historical perspective I asked: Why is it so difficult to explain to my parents what I do? I was studying Design & Human-Computer Interaction at Carnegie Mellon in 2001. Richard Buchanan said: You need a history lesson. He was the dean of School of Design at Carnegie Mellon and a prominent academic.
  6. 6. law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven what is a unicorn? historical perspective
  7. 7. law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven what is a unicorn? historical perspective This is vertical. Trade or domain
  8. 8. law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven what is a unicorn? historical perspective This is horizontal. Across multiple domains
  9. 9. what is a unicorn? historical perspective Middle Age: Verticals Everyone was in their narrow trench law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven
  10. 10. law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven what is a unicorn? historical perspective Renaissance: Horizontal Think Da Vinci, a Renaissance Man
  11. 11. what is a unicorn? historical perspective Post-Renaissance: Verticals again Think Industrial Age, 20th Century law medical banking art cooking lawyer doctor banker painter chef Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Memorize recipes Practice the dishes Shop for ingredients License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Recipe book Knives Oven
  12. 12. what is a unicorn? historical perspective Design started as a vertical Industrial design, car design, logo design law medical banking art Design lawyer doctor banker painter Designer Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Draw logos Make clay models Proof CMYK print License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Offset printer Photoshop Foam models
  13. 13. what is a unicorn? historical perspective New types of design is emerging Problem solvers, strategists, experience law medical banking art Design lawyer doctor banker painter Designer Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Draw logos Make clay models Proof CMYK print License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Offset printer Photoshop Foam models These designers work across verticals Medical device, credit card, charity branding Design is both horizontal and vertical Making it very confusing to others
  14. 14. law medical banking art Design lawyer doctor banker painter Designer Understand law Advise people Represent people Memorize anatomy Diagnos illness Perform surgery Learn bank products Make calculations Enroll customers Learn to draw Master your medium Sell your paintings Draw logos Make clay models Proof CMYK print License exam Law books Case studies Anatomy book Scalpel Pills and herbs Calculator Spreadsheet Customer Rolodex Canvas Oil paint Sketchbook Offset printer Photoshop Foam models what is a unicorn? historical perspective But these horizontal types are not unicorns. These are just generalists.
  15. 15. what is a unicorn? definition Someone who can perform multiple specialty functions and solve a broad set of problems your team faces.
  16. 16. what is a unicorn? example “Seed-stage startup looking for rockstar junior designer to sketch wireframes and design beautiful mockups. You’ll be responsible for crafting our logo and brand and writing UI copy. Must know how to run usability studies, prototype and write production-ready HTML and CSS.” Braden Kowitz
  17. 17. research interaction writing visual Ui dev user researcher usability expert product analyst what is a unicorn? a unicorn designer product designer interaction designer ui designer ux designer copywriter editor content manager brand strategist visual ui designer communica-tion designer gui designer identity designer junior developer frontend dev ui prototyper ios developer This job posting describes... Someone both broad and deep
  18. 18. “Unicorn” Designer They exist. But unlikely you can find or hire them. research interaction writing visual Ui dev user researcher usability expert product analyst what is a unicorn? a unicorn designer product designer interaction designer ui designer ux designer copywriter editor content manager brand strategist visual ui designer communica-tion designer gui designer identity designer junior developer frontend dev ui prototyper ios developer
  19. 19. research interaction writing visual Ui dev user researcher usability expert product analyst what is a unicorn? “T-Shaped” Designer product designer interaction designer ui designer ux designer copywriter editor content manager brand strategist visual ui designer communica-tion designer gui designer identity designer junior developer frontend dev ui prototyper ios developer T-Shaped Designer You can find them... only in certain places
  20. 20. what is a unicorn? what is “t-shaped?” Disposition for collaboration Across different disciplines. Curiosity, enthusiasm, empathy. Depth of skill Contribute to creative process. Competitive & competent Tim Brown, CEO of IDEO
  21. 21. what is a unicorn? Horizontal stroke = defining factor Disposition for collaboration Across different disciplines. Curiosity, enthusiasm, empathy. Depth of skill Contribute to creative process. Competitive & competent Tim Brown, CEO of IDEO
  22. 22. what is a unicorn? unicorn vs. t-shaped The pyramid is skewed Much fewer unicorns than Ts exist The Rest Most are neither unicorns nor Ts A lot more mediocre people
  23. 23. what is a unicorn? unicorn + t-shaped Value increases exponentially Both provide much better value than the rest The Rest
  24. 24. what is a unicorn? unicorn + t-shaped In this presentation, we will use the term “unicorn” for Existing unicorns + T-shaped people striving to evolve into a unicorn.
  25. 25. why is everyone looking for unicorns? a recent phenomenon Everyone’s looking for a unicorn.
  26. 26. why is everyone looking for unicorns? who’s looking? “Seed-stage startup looking for rockstar junior designer to sketch wireframes and design beautiful mockups. You’ll be responsible for crafting Designer our logo and brand and writing UI copy. Must know how to run usability studies, prototype and write production-ready HTML and CSS.” Braden Kowitz
  27. 27. why is everyone looking for unicorns? who’s looking? Developer SiliconFlorist.com
  28. 28. why is everyone looking for unicorns? who’s looking? 1) Exceptional at deep analysis of data and running tests. 2) Gifted at creating Marketer content and 3) Brilliant at branding. Oh, and it would be awesome if they were also world-class project managers. Dharmesh Shah
  29. 29. why is everyone looking for unicorns? who’s looking? “Something has gone terribly out of whack in looking for realistic talent,” Ms. Weinstein said. Many companies are looking for “a five-headed monster,” focusing Advertising on creative and highly and the list goes on. technical skills (number crunching, data visualization, quantitative analysis) and a strong business acumen. New York Times
  30. 30. why is everyone looking for unicorns? what’s causing this rush? Why? Sudden high demand for unicorns?
  31. 31. why is everyone looking for unicorns? software development has changed y-combinator python, ruby Lean Startup Agile dev a/b testing design first mobile first analytics software as a service angelist open source
  32. 32. why is everyone looking for unicorns? software development has changed y-combinator What kind of people thrive in (and define) python, this new ruby era? Lean Startup Agile dev a/b testing design first mobile first analytics software as a service angelist open source
  33. 33. why is everyone looking for unicorns? standout companies Creators of Ruby on Rails Design company -> Web apps Basecamp, Backpack, Campfire Silicon Prarie News Creators of Paper iPad App 1.5M downloads in 2 weeks Apple Design Award winner FiftyThree
  34. 34. why is everyone looking for unicorns? because you need them What do you think is required to build and join these standout companies? Technical knowledge? Not really. Good schools? Screw that. 8 tenets of standout tech companies
  35. 35. 8 tenets of standout tech companies 1/8 Scratch your own itch Be your own customer Love your problem Are you solving a problem that you truly care about? Are you scratching your own itch? http://www.flickr.com/photos/9516941@N08/2286083797
  36. 36. 8 tenets of standout tech companies 2/8 Love your customers They are your allies and partners with the same itch you have. You exist to make their lives simpler and better. http://www.flickr.com/photos/eurleif/66875875/ Empathy for customers Think like your customers
  37. 37. 8 tenets of standout tech companies 3/8 Anti-Tablet PC = iPad “Finger is the ultimate input device” Make opinionated product Take sides. Pick an enemy. Have a vision and attitude. http://www.flickr.com/photos/viagallery/2037438708/ http://www.flickr.com/photos/oxtopus/5102485260
  38. 38. 8 tenets of standout tech companies 4/8 cross-function Create opportunities to expand yourself. Do only what you already know -> Create only what already exists. http://www.flickr.com/photos/altuwa/4398216485
  39. 39. 8 tenets of standout tech companies 5/8 Screw textbook Just start hacking and designing. learn quickly Learn problem solving, not the answers. Ask questions. http://www.flickr.com/photos/ajkjuu/3671301881 http://www.flickr.com/photos/rsms/4794163953/ Or, better yet... Start a project with a peer or mentor. http://www.flickr.com/photos/ter-burg/5520205712
  40. 40. 8 tenets of standout tech companies 6/8 momentum-sensitive Win small victories consistently. Push your product forward every day, every week. http://www.flickr.com/photos/orcmid/3879260297 Decisions are temporary “Done” is the magic word
  41. 41. 8 tenets of standout tech companies 7/8 Stay away from Preferences Be decisive for users, and move it forward Quick decisions Bring in your own point of view. Simplify the product for your customers. http://www.flickr.com/photos/lyndonhill/6911975683/
  42. 42. 8 tenets of standout tech companies 8/8 good communicator Good speakers and writers make good designers and coders. http://blogs.hbr.org/cs/2012/07/i_wont_hire_people_who_use_poo.html Effective, concise thinking Valuable in every aspect
  43. 43. love your problem love your customer make opinionated product cross-function learn quickly momentum-sensitive quick decisions good communi-cator World view, value system, passion for improvement
  44. 44. love your problem love your customer make opinionated product cross-function learn quickly momentum-sensitive quick decisions good communi-cator This is about attitude. Not as much about resume or skills.
  45. 45. it’s more about attitude than skills this is a cultural shift ideo stripe facebook Same situation at other idolized companies. airbnb google dropbox
  46. 46. all these companies are looking still most people are “I-shaped” High demand, low supply. http://www.quora.com/Designers/Why-is-there-such-a-stunningly-short-supply-of-designers-in-Silicon-Valley-right-now http://www.quora.com/Silicon-Valley/Why-is-there-such-a-stunningly-short-supply-of-good-developers-in-Silicon-Valley-right-now
  47. 47. do i need unicorns? Why do they offer higher value? Value increases exponentially Unicorns and Ts provide much better value The Rest
  48. 48. yes, you need unicorns the difference is simply too big Unicorns are no accident. They are self-aware and culture-aware.
  49. 49. yes, you need unicorns advantages of unicorns They get the culture we compete in. No need to explain all this Passion for improvement and innovation included Improving oneself beyond what’s offered by school or work system included Quick learning included Problem solving included Ability to deal with ambiguity included Empathy and cross-functional growth included Point of view and decision making ability included Good communication included
  50. 50. yes, you need unicorns is it greedy? no. You don’t need unicorns for new hires, but you need T-shaped people to compete in this age.
  51. 51. yes, you need unicorns it is necessary And one more thing: Founders need to become unicorns, if they aren’t already.
  52. 52. unicorn ranch building a collective http://www.flickr.com/photos/robboudon/
  53. 53. unicorn ranch we are unicorns Videography Event Organization Branding and Identity Infographics Visual UI Design Photography Interaction Design HTML/CSS Copywriting Print Design Physical Prototyping Market Sizing Sketch, storyboard, wireframe XCode Storyboarding Keywon Michael Look & Feel Moneyshot HR/Recruiting Motion Graphics User Interviews Trend Research Competitive Analysis Pitch and Presentations Interactive Media Art Guidelines & Documentations Patent Filing Academic Paper SEO Analytics Python/Django Financial Modeling Data Mining Pitch and Presentations SEM Campaigns Recommendation Engine Machine Learning Natural Language Processing Handwriting Recognition Production Backend Production JS and Frontend Mathematical Algorithms Objective C Prototyping Fundraising Source Control Deployment Statistical Analysis Acquisition Press and PR VC Relationship Academic Paper UI Design Review Code Review Facilitation Professional Brainstorm Market Sizing HTML/CSS Software Testing Performance Optimization UI Designer and Tester Visual/Graphic Designer Product Planner & Manager Customer Researcher Computer Scientist Software Developer Quantitative Venture Marketing Founder
  54. 54. unicorn ranch three ranches we lived in IDEO palo alto, CA MIT MEdia lab boston, ma microsoft research redmond, wa http://www.flickr.com/photos/jurvetson/2475731 http://www.flickr.com/photos/edublogger/838786841 http://www.flickr.com/photos/laughingsquid/413378149
  55. 55. unicorn ranch possible for startups? Yes. 37 signals 32 people fiftythree 10 people stripe 31 people How do we bring this level of excellence to startups? Silicon Prarie News FiftyThree Stripe
  56. 56. unicorn ranch lab80 experiment Our experiment in unicorn ranching
  57. 57. unicorn ranch at lab80 what we are Personal Investing in the US Early startup, 4 people Seoul+SF Targeting US consumers Unicorn Founders Design Thinking + Data Science + Lean Startup Mission Driven We help people invest in their beliefs
  58. 58. international search for bootstrap city Initial idea Startup Chile Prototype1 Prototype2 Data processing Lab80 opens team of 5 team of 4 + hiring unicorn ranch at lab80 2011/02 2011/04 2011/06 2011/08 2011/11 2012/02 2012/06 2012/09 Peru Brazil S’pore Seoul SF Seoul Seoul Seoul We opened Lab80 in Seoul “Good talent at a lower cost” http://www.flickr.com/photos/cubagallery/7690090178
  59. 59. unicorn ranch at lab80 benefits of being one in korea Kevin kelly founder of wired We get to meet & host Industry leaders and thinkers from the US tim brown ceo of ideo
  60. 60. unicorn ranch at lab80 principles of a ranch 1. set up an environment common goals common language basic structure & process 2. we all run as fast as we can in the same direction 3. See who keeps up Just enough to establish the direction to run toward Recognition & flex time
  61. 61. lab80 experiment, summer 2012 1. set up an environment weekly release weekly user tests customer feedback team synthesis pitch & demo to all guests crit & checkpoint
  62. 62. lab80 experiment, summer 2012 2. run as fast as we can 8 weeks 5 prototypes, 11 releases 16 user interviews 200+ user quantitative test 5+ events & talks 20+ talents interviewed
  63. 63. lab80 experiment, summer 2012 3. see who keeps up who thrives? those who really want to improve. “willingness” to improve isn’t enough. “greedy” and ambitious people do well. people with solid vertical skills. T-shaped > i-shaped > generalists culture fit and point of view trumps process or resume.
  64. 64. lab80 experiment, summer 2012 an idea to reinforce the unicorn mentality immersion in excellence “work in the valley” month every year, we will take the entire team to san fracisco or another unicorn habitat and work there for a month.
  65. 65. unicorn ranch at lab80 lessons learned 1/3 The best way to become a unicorn is to Work with unicorns and see if you can grow into one.
  66. 66. unicorn ranch at lab80 lessons learned 2/3 You can’t teach someone to become T-shaped or a unicorn. Either you are unicorn material or you aren’t.
  67. 67. unicorn ranch at lab80 lessons learned 3/3 In order to not “burn through people” We have to be rigorous and selective in the beginning.
  68. 68. to sum it up... there is a cultural shift We need T-shaped people to compete in this age.
  69. 69. a unicorn ranch in korea? desire vs. reality Desire Reality Threadless / Allan Faustino
  70. 70. a unicorn ranch in korea? we are frustrated We’ve been here 7 months interviewing dozens of people. And we’ve had only one recruiting success. Here are 3 things we are really sick of hearing from the Koreans we meet.
  71. 71. a unicorn ranch in korea? how it sucks - 1/3 After working at a startup... I can get a nice job at Samsung or Google.
  72. 72. a unicorn ranch in korea? how it sucks - 1/3 After working at a startup... I can get a nice job at Samsung or Google. Working at a startup is a privilege.
  73. 73. a unicorn ranch in korea? how it sucks - 2/3 Oh I need to learn a new skill? I’ll buy a book and study it.
  74. 74. a unicorn ranch in korea? how it sucks - 2/3 F*ck textbooks. Oh I need to learn I’ll buy a book Learn a new skill? and study by doing. it.
  75. 75. a unicorn ranch in korea? how it sucks - 3/3 Shit, I don’t know the answer, so I’ll shut up and wait until you tell me the correct answer.
  76. 76. a unicorn ranch in korea? how it sucks - 3/3 don’t Shit, care I don’t know what the answer, you so We already I’ll shut up and wait until you know. tell me Problem-the correct solve. answer.
  77. 77. a unicorn ranch in korea? we are discouraged expat recruiting instead of hiring korean talents remote collaboration with unicorns in sf/overseas instead of looking for Korean talents hierarchy & apprenticeship instead of finding peers who will have a “seat at the table” We are considering this is not what we want
  78. 78. what do you think? are we wrong? We don’t have a great impression of Korean talent pool so far. Can Korea compete in this environment?
  79. 79. what do you think? are we wrong? We don’t have a great impression of Korean talent pool so far. Can Korea compete in this environment? Do you see an excellent startup coming out of Korea now? Next year? Ever?
  80. 80. what do you think? question us, challenge us. Are you T-shaped? Talk to us. Lab80.co @keywonc
  81. 81. references Richard Buchanan IxDA Keynote: How design makes our own subject matter Tim Brown: T-Shaped People ChiefExecutive.net Interview Unicorn Designer Hiring a Designer Why Can’t Startups Find Designers? Advertising Talent Gap New York Times article Quora: Short Supply of Designers http://www.quora.com/Designers/Why-is-there-such-a-stunningly-short-supply-of-designers-in-Silicon-Valley-right-now Quora: Short Supply of Developers http://www.quora.com/Silicon-Valley/Why-is-there-such-a-stunningly-short-supply-of-good-developers-in-Silicon-Valley-right-now Quora: Facebook & Google culture http://www.quora.com/For-a-CS-major-out-of-college-which-is-better-taking-a-job-as-a-Facebook-Software-Engineer-or-Google- 37Signals: Getting Real http://gettingreal.37signals.com/ 37Signals: FastCompany Interview http://www.fastcompany.com/3000852/37signals-earns-millions-each-year-its-ceo%E2%80%99s-model-his-cleaning-lady FiftyThree http://www.fiftythree.com/about Make Opinionated Products: Tablet PC vs. iPad http://www.cultofmac.com/126116/steve-jobs-created-the-ipad-to-show-one-microsoft-employee-what-a-tablet-really-can-be/ What it’s like to work at Stripe http://blog.alexmaccaw.com/stripes-culture Don’t Hire People Who Use Poor Grammar http://bit.ly/TrCjL0 Lab80: Keywon Chung http://www.linkedin.com/in/keywon Lab80: Michael Shilman http://www.linkedin.com/in/shilman

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