How To 

Champion Ideas 

(Back At Work)
Scott Berkun, Author – scottberkun.com - @berkun - #AEABOS
2
3
4
5
The real designer is the person with
the power to make decisions
6
7
5 popular books written over ten years.
Crafting 10 hours of experience is the
biggest creative challenge I can imagine.
s...
1. The user experience of user
experience events
9
10
ATTENTION-O-METER
11AEA 2013 - https://www.flickr.com/photos/zeldman/8610866788/in/set-72157633138762801
12AEA 2013
https://www.flickr.com/photos/bebop-designer/8612941018/in/pool-aeaseattle13/
13
14
ATTENTION-O-METER
15AEA 2013
https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
16AEA 2013
https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
17AEA 2013
https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
18
ATTENTION-O-METER
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ATTENTION-O-METER
0
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27
36
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Chart of Conference Energy
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Chart of Conference Energy
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Chart of Conference Energy
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Chart of Conference Energy
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April May June July
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Chart of Conference Energy
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Chart of Conference Energy
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2. Staying connected helps 

you champion ideas
28
When an event is over, your chance
to network and connect ends
29
30
Halfmeet: a person who you almost
started a friendship with at an event
31
Halfhook: a person you almost
hooked up with at an event 

32
33
5 non-slimy networking tricks
▪ Ask everyone you like for a business card
▪ Saying thank you starts a conversation
▪ Post ...
35http://www.hashtags.org/analytics/aeabos/
36
37
This:
Really
means:
Speakers love people who ask them
thoughtful questions about their
presentation
38
Keep the fire burning
▪ Find your local UX Happy hour
▪ Casual drinks and chats with like minds
▪ http://www.uxhappyhour.c...
Unofficial AEA Happy Hour



where: Champions bar
when: as soon as this talk is over

40
3. What to champion? 

(lessons learned)
41
Events are
abstractions, but
your life is specific
42
Min/Max Note Taking
▪ You won’t remember much in a week
▪ You won’t return to the slides
▪ You need to capture reflections...
44
45
Lesson Learned Problems it can
solve in my
organization
Projects or people
with that problem
46
Lesson Learned Problems it can
solve in my
organization
Projects or people
with that problem
ResponsiveTypography can
s...
A month later has anything
changed?
4. How to Champion An Idea
48
1. Get Idea
2. Build It
3. Ship It
49
50
Maurice Koechlin and Émile Nouguier
+
51
52
53
Maurice Koechlin and Émile Nouguier 

had to convince Stephen Sauvestre 

to work on their design
++
54
55
All three had to convince Eiffel to use their
combined design contributions for the 1889
World’s Fair
"We, writers, painters, sculptors, architects …protest
with all our strength, with all our indignation in the
name of slig...
1. Get Idea
2. Build It
3. Ship It
57
1. Get Idea
2. Convince person who has power to build it
3. Build It
4. Ship It
58
1. Get Idea
2. Convince person who has power to build it
3. Build It
4. Convince person who has power to ship it
5. Ship I...
1. Get Idea
2. Convince client
3. Convince client’s management
4. Convince their marketing executives
5. Convince your tea...
1. Get Idea
2. Convince client
3. Convince client’s management
4. Convince their marketing executives
5. Convince your tea...
62
63
▪ The Big Dig: most expensive highway
project in U.S. history
▪ Planning began in 1982
▪ Construction 1991 to 2006
▪ 118 c...
5. Don’t shoot yourself or get shot
65
66
67
CHAMPION
68
EASY TARGET
69
Thinking In Frames
70
CHARM
71
CHARM IS
DESIGNED
72
CHARM DEPENDS ON
CONTEXT
73
“HERE IS SOMETHING
YOU SHOULD BE
DOING”
74
“HERE IS SOMETHING
YOU SHOULD BE
DOING”
75
“HERE IS SOMETHING
THAT WILL SOLVE
YOUR PROBLEM”
76
“HERE IS SOMETHING
THAT WILL SOLVE
YOUR PROBLEM”
77
“HERE IS SOMETHING
THAT WILL INCREASE
REVENUE”
78
“HERE IS SOMETHING
THAT WILL SAVE YOU
TIME”
79
“HERE IS SOMETHING
THAT WILL MAKE YOU
SMARTER / BETTER /
HAPPIER”
80
“HERE IS SOMETHING
THAT WILL HELP YOU

GET PROMOTED”
81
“HERE IS SOMETHING
THAT WILL HELP ME

GET MORE POWER”
82
6. How to convince your boss 

(or client or partner or…)
83
A: Progress is Change
B: Leaders like Status Quo, Resist Change
A + B = Leaders resist progress
84
How To Convince Your Boss
▪ Be awesome at your job
▪ Get support from an influential coworker
▪ Get advice from your netwo...
http://bit.ly/bossnewthings
86
0
30
60
90
120
April May June July
87
Chart of Conference Energy
?
0
30
60
90
120
April May June July
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Chart of Conference Energy
!
Photo credits
▪ Friends - http://www.sxc.hu/photo/1174716
▪ Choir - http://www.sxc.hu/photo/482355
▪ Happy friends - http:...
Thank You.



Unofficial post AEA 

happy hour starts now 

at the bar

@berkun / #aeabos
scottberkun.com
91
Eiffel
Sauvestre
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How To Champion Ideas - AEA Boston

  1. 1. How To 
 Champion Ideas 
 (Back At Work) Scott Berkun, Author – scottberkun.com - @berkun - #AEABOS
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. The real designer is the person with the power to make decisions 6
  7. 7. 7
  8. 8. 5 popular books written over ten years. Crafting 10 hours of experience is the biggest creative challenge I can imagine. scottberkun.com/books - @berkun
  9. 9. 1. The user experience of user experience events 9
  10. 10. 10 ATTENTION-O-METER
  11. 11. 11AEA 2013 - https://www.flickr.com/photos/zeldman/8610866788/in/set-72157633138762801
  12. 12. 12AEA 2013 https://www.flickr.com/photos/bebop-designer/8612941018/in/pool-aeaseattle13/
  13. 13. 13
  14. 14. 14 ATTENTION-O-METER
  15. 15. 15AEA 2013 https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
  16. 16. 16AEA 2013 https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
  17. 17. 17AEA 2013 https://www.flickr.com/photos/zeldman/8613206743/in/pool-aeaseattle13/
  18. 18. 18 ATTENTION-O-METER
  19. 19. 19
  20. 20. 20 ATTENTION-O-METER
  21. 21. 0 9 18 27 36 21 Chart of Conference Energy
  22. 22. 0 9 18 27 36 22 Chart of Conference Energy
  23. 23. 0 30 60 90 120 April May June July 23 Chart of Conference Energy
  24. 24. 0 30 60 90 120 April May June July 24 ? Chart of Conference Energy
  25. 25. 0 30 60 90 120 April May June July 25 Chart of Conference Energy ?
  26. 26. 0 30 60 90 120 April May June July 26 Chart of Conference Energy ?
  27. 27. 0 30 60 90 120 April May June July 27 Chart of Conference Energy ?
  28. 28. 2. Staying connected helps 
 you champion ideas 28
  29. 29. When an event is over, your chance to network and connect ends 29
  30. 30. 30
  31. 31. Halfmeet: a person who you almost started a friendship with at an event 31
  32. 32. Halfhook: a person you almost hooked up with at an event 
 32
  33. 33. 33
  34. 34. 5 non-slimy networking tricks ▪ Ask everyone you like for a business card ▪ Saying thank you starts a conversation ▪ Post your notes from sessions during the event - attracts people to you ▪ Be active on twitter to find outgoing people ▪ If you use LinkedIn, write something personal 34
  35. 35. 35http://www.hashtags.org/analytics/aeabos/
  36. 36. 36
  37. 37. 37 This: Really means:
  38. 38. Speakers love people who ask them thoughtful questions about their presentation 38
  39. 39. Keep the fire burning ▪ Find your local UX Happy hour ▪ Casual drinks and chats with like minds ▪ http://www.uxhappyhour.com/ ▪ Start your own: monthly booze is magical ▪ Follow @aneventapart / @alistapart 39
  40. 40. Unofficial AEA Happy Hour
 
 where: Champions bar when: as soon as this talk is over
 40
  41. 41. 3. What to champion? 
 (lessons learned) 41
  42. 42. Events are abstractions, but your life is specific 42
  43. 43. Min/Max Note Taking ▪ You won’t remember much in a week ▪ You won’t return to the slides ▪ You need to capture reflections TODAY ! ▪ 5 bullets per talk ▪ note links and references ▪ Post a summary on your blog (tweet it) ▪ Post it at work / share with your boss 43
  44. 44. 44
  45. 45. 45 Lesson Learned Problems it can solve in my organization Projects or people with that problem
  46. 46. 46 Lesson Learned Problems it can solve in my organization Projects or people with that problem ResponsiveTypography can save the world ? ? Good UX generates revenue We have ludicrous amounts of company debt Our financially inept company founders We can make mobile devices smart about gaps experiment with closing gaps Clients with multi-device use cases 50% of ads are clicked by accident rethink advertising based projects ? Carousels are evil incarnate and people using them should have their own level of hell Fire people who even refer to the Mad Men scene with Draper pitching Carousel. Fred’s client was asking for one? (can clients pay us from hell?)
  47. 47. A month later has anything changed?
  48. 48. 4. How to Champion An Idea 48
  49. 49. 1. Get Idea 2. Build It 3. Ship It 49
  50. 50. 50 Maurice Koechlin and Émile Nouguier +
  51. 51. 51
  52. 52. 52
  53. 53. 53 Maurice Koechlin and Émile Nouguier 
 had to convince Stephen Sauvestre 
 to work on their design ++
  54. 54. 54
  55. 55. 55 All three had to convince Eiffel to use their combined design contributions for the 1889 World’s Fair
  56. 56. "We, writers, painters, sculptors, architects …protest with all our strength, with all our indignation in the name of slighted French taste, against the erection … of this useless and monstrous Eiffel Tower … “ 
 - Committee of 300, Le Temps, 1887
 "this truly tragic street lamp" (Léon Bloy) "this belfry skeleton" (Paul Verlaine) "this mast of iron gymnasium apparatus, incomplete, confused and deformed" (François Coppée) 56
  57. 57. 1. Get Idea 2. Build It 3. Ship It 57
  58. 58. 1. Get Idea 2. Convince person who has power to build it 3. Build It 4. Ship It 58
  59. 59. 1. Get Idea 2. Convince person who has power to build it 3. Build It 4. Convince person who has power to ship it 5. Ship It 59
  60. 60. 1. Get Idea 2. Convince client 3. Convince client’s management 4. Convince their marketing executives 5. Convince your team to build it faithfully 6. Build It 7. Convince person who has power to ship it 8. Ship It 60
  61. 61. 1. Get Idea 2. Convince client 3. Convince client’s management 4. Convince their marketing executives 5. Convince your team to build it faithfully 6. Build It 7. Convince person who has power to ship it 8. Ship It 61
  62. 62. 62
  63. 63. 63
  64. 64. ▪ The Big Dig: most expensive highway project in U.S. history ▪ Planning began in 1982 ▪ Construction 1991 to 2006 ▪ 118 contracts / 5000 workers at peak of construction ▪ $14.6 billion ($22 billion) 64
  65. 65. 5. Don’t shoot yourself or get shot 65
  66. 66. 66
  67. 67. 67 CHAMPION
  68. 68. 68 EASY TARGET
  69. 69. 69
  70. 70. Thinking In Frames 70
  71. 71. CHARM 71
  72. 72. CHARM IS DESIGNED 72
  73. 73. CHARM DEPENDS ON CONTEXT 73
  74. 74. “HERE IS SOMETHING YOU SHOULD BE DOING” 74
  75. 75. “HERE IS SOMETHING YOU SHOULD BE DOING” 75
  76. 76. “HERE IS SOMETHING THAT WILL SOLVE YOUR PROBLEM” 76
  77. 77. “HERE IS SOMETHING THAT WILL SOLVE YOUR PROBLEM” 77
  78. 78. “HERE IS SOMETHING THAT WILL INCREASE REVENUE” 78
  79. 79. “HERE IS SOMETHING THAT WILL SAVE YOU TIME” 79
  80. 80. “HERE IS SOMETHING THAT WILL MAKE YOU SMARTER / BETTER / HAPPIER” 80
  81. 81. “HERE IS SOMETHING THAT WILL HELP YOU
 GET PROMOTED” 81
  82. 82. “HERE IS SOMETHING THAT WILL HELP ME
 GET MORE POWER” 82
  83. 83. 6. How to convince your boss 
 (or client or partner or…) 83
  84. 84. A: Progress is Change B: Leaders like Status Quo, Resist Change A + B = Leaders resist progress 84
  85. 85. How To Convince Your Boss ▪ Be awesome at your job ▪ Get support from an influential coworker ▪ Get advice from your network ▪ Plan a trial, including how to evaluate ▪ Pitch it ▪ Do it awesomely ▪ Repeat 85
  86. 86. http://bit.ly/bossnewthings 86
  87. 87. 0 30 60 90 120 April May June July 87 Chart of Conference Energy ?
  88. 88. 0 30 60 90 120 April May June July 88 Chart of Conference Energy !
  89. 89. Photo credits ▪ Friends - http://www.sxc.hu/photo/1174716 ▪ Choir - http://www.sxc.hu/photo/482355 ▪ Happy friends - http://www.sxc.hu/photo/1362732 ▪ Social Media - http://www.thedrum.com/uploads/ drum_basic_article/119547/main_images/ social_media_0.jpg ▪ Meter background: http://www.axtell.com/ meter_nonums.jpg ▪ Messy desk: http://www.sxc.hu/photo/229203 ▪ Eiffel blueprint: http://boingboing.net/filesroot/ eiffeltourblueprint.jpg
  90. 90. Thank You.
 
 Unofficial post AEA 
 happy hour starts now 
 at the bar
 @berkun / #aeabos scottberkun.com
  91. 91. 91 Eiffel Sauvestre

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