Annual Report 2011: Forty’s Book of Lists
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This document is Forty's 2011 annual report presented as "Forty's Book of Lists". It includes lists of favorite things from 2011 like companies and agencies they love, fonts, gadgets, words with friends opponents and overheard quotes. It also lists trends they dislike, notable events of 2011 and common terms or phrases used at Forty like "fiesta" and "yes and". The summaries provide a high-level overview of the types of lighthearted lists and cultural in-jokes included in Forty's unconventional annual report.
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Annual Report 2011: Forty’s Book of Lists
- 1. annual report 2011Forty’s book of lists
- 2. annual report 2011Forty’s book of lists
- 3. ©2012byForty 260 S. Arizona Ave. Chandler, AZ 85225 fortyagency.com @fortyagency Whenwasthelasttimeyouactuallyreadacompany’sannualreport?Never,huh? Yeah,us too.Luckily,thisisn’toneof“those”annualreports. Normallythisfineprint wouldbechockfullofrulesanddisclaimersforwhatyoucanandcan’tdowiththe informationinthisbook.IntypicalFortyfashion,wesay,“Toheckwiththat!”Sodive intoourversionoftheBookofLists,perusesomeofourfavorite(andleastfavorite) things,andshareaway!
- 5. Rules to do business by Startwiththeheart. Ask, “Why?” Bewareofmetric-lust. Treat others how you want to be treated. Trust,butverify. Annual Report 2011: Forty’s Book of Lists
- 6. rules tO dO business by 1. VUURR 2. Duffy and Partners 3. Wieden+Kennedy 4. Simon Sinek 5. Lampo Group 6. Keane 7. Drawbackwards 8. Flock of Pixels 9. Jessica Hische 10. 8-Hour Day 11. St. Lukes 12. IDEO cOmpanies and agencies we lOve Ifyouwon’tuseit, neitherwillthey. Abolish “us vs. them.” pick up the phone already. Your employees and customers are humans. Treat them as such. putStrategY BeForeeXeCutIon. Annual report 2011: Forty’s book of lists
- 7. 1. Keep it short and simple. 2. Lead with the meat. (Put what’s important first. Don’t wait until the end!) 3. Make me feel something! 4. Write, then step away. 5. Always consult a second set of eyes. 6. Use an active voice. 7. Put yourself in the reader’s shoes. 8. Write something every day. 9. Write it. Then, write the same thing in half as many words. Repeat. 10. Avoid cliches like the plague. (See what we did there?) rules tO write by Annual report 2011: Forty’s book of lists
- 8. Rules to design by Don’tbeflashyforflashy sake…andavoidFlashfor goodnesssake. Useoneortwotypefaces. Combinethemwithcare andintention. Establishcleargoals,and designaroundthem. Designforpeople. Usegrids. Establishhierarchy. Everyelementcan’tbe themainfocus. Whenindoubt,make itsimple. Usecolorandlightto movetheviewer’sgaze whereyouwantittogo. NevermentionComic SanstoMelissa. Whitespaceis yourfriend. Annual Report 2011: Forty’s Book of Lists
- 9. fonts we love Freight PlutoGotham Museo Sans Rounded Akzidenz Grotesk League Gothic Clarendon Georgia DINAnything by HFJ Annual Report 2011: Forty’s Book of Lists
- 10. fonts we loathe Papyrus Zapfino Brush Script Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Comic Sans Helvetica Copperplate Comic Sans * Amy doesn’t endorse loathing Helvetica, and Melissa likes Copperplate in moderation. Annual Report 2011: Forty’s Book of Lists
- 11. FavOrite gadgets iPhone iPad Magic Mouse MiFi Kindle Tabletop Ping Pong Magic Trackpad Katie’s amazing check deposit stamper Hockey Goal Light NFL Blitz 2000 Arcade game Annual report 2011: Forty’s book of lists
- 12. things we can’t live withOut iPhone (obviously) WiFi Post-Its Sharpies HipChat GroupMe Fiesta Evernote LOLcats Power strips Improv Air Rdio Muurr, our loving mascot Annual report 2011: Forty’s book of lists
- 13. tan teal Cyan red BurntSienna Chocolate Coral FavOrite cOlOrs & FavOrite sOngs Black White green Chocolate Annual report 2011: Forty’s book of lists
- 14. FavOrite bOOks Annual report 2011: Forty’s book of lists
- 15. apps we killed this year Annual report 2011: Forty’s book of lists
- 16. FavOrite wOrds with Friends wOrds & OppOnents did you know? Words with Friends doesn’t recognize these as words: ✓Corndog ✓Slut ✓Jew ✓Jedi ✓atheist Mike Jones JerrYtHepunKrat Scott Cate SCottCate Andrew Ryno anDreWrYno Ward Andrews WarDanDreWS Shawn Pfunder SHaWnpFunDer Jeff Kressaty JeFFKreSSatY. Jennifer Blumer JennIFerJarrarDBluMer Jason Blumer JaSonMBluMer Annual report 2011: Forty’s book of lists
- 17. ridiculOus JOb titles JackieChance wordpress ninja Steveappletonmarketing genius Matthewghandi social media guru KayMiddleton design princess KayMiddleton design princess BonnieJovi development rockstar JohnWelch taskmaster Danaoglivy Queen of copywriting DaveCopper seO extraordinaire seO extraordinaire paularanddesign diva design diva louispage change agent Annual report 2011: Forty’s book of lists
- 18. trends that make us gag Klout QR Codes Hipsters Ugg boots with skirts Bro hats* Planking The vampirication of America Gurus and masters Women with fake moustaches Groupon, Living Social, and e-coupon knockoffs * Unless worn by Scott Yacko Annual Report 2011: Forty’s Book of Lists
- 19. ------------------------------------------------------ TRENDING ------------------------------------------------------ | 1. Sh*t Girls Say | | | | 2. Planking | | | | 3. Forever Alone | | | | 4. NyanCat | | | | 5. RageGuy/TrollFace | | | | 6. Winning! | | | | 7. Double Rainbows | | | | 8. Owling | | | | 9. First World Problems | | | | 10. Occupy Wall Street | ------------------------------------------------------ ------------------------------------------------------ worst Internet memes of 2011 Annual Report 2011: Forty’s Book of Lists
- 20. James took a day off notable events in 2011 Shainagrewafewcentimeters (by buying a new pair of heels) Forty went to SXSW and discovered their purpose Steve Jobs’ death EndoftheNASASpaceShuttleProgram Japan earthquake and tsunami Royalweddingof PrinceWilliamand KateMiddleton Amy read three books and listened to 46 podcasts in 24 hours – a world record! First annual Fortissimo holiday! Annual Report 2011: Forty’s Book of Lists
- 21. most common fortyisms Sales Sandwich: Our informationpacketusedtotell potentialclientseverything they’veeverwantedtoknow aboutus.Oursandwichartists (a.k.a.thesalesteam)take variouspagesandsectionsto buildtheperfectpacketfor eachclient. “I’msendingBrianSun alargesalessandwich.” Brief Brief: Ashortmeeting beforeourinitialdiscovery workshopwithanewclient. Theteamis“brieflybriefed” ontheprojectsowecancome preparedtotheworkshop. (Don’tworry,allclothing stayson.) “Canwehavea BriefBrieftoday?” Minnesota:Theblisteringly cold,metaphoricalplace whereon-holdprojectsgoto chillforawhile. “Thatclientisbusyforthenext fewweeks,solet’ssendthem toMinnesota.” 2009 David: The personaofDavidCosand whenhediscovered Fortyanddecidedhe hadtoworkthere.2009 Davidisadiehardfan ofFortyandservesasa remindertostaytrueto ourroots. “2009Davidwould saythatwejust need to beourselves!” Muurr:Aturkeybeaniebaby whoservesasForty’sresident mascot. “BringMuurrtothemeeting!” Knucks: Ameetingoftwo pairsoflonelyknucklesasa greetingorinrecognitionofan accomplishment. “Gimmesomeknucks!” Thermapeter: A cross between a map and a thermometer that we use to show clients the status of their project and the progress we’ve made. “Canyousendthema thermapetersotheyknow wherewestand?” Annual Report 2011: Forty’s Book of Lists
- 22. Yes-and:Animprovtermthat meanstobuildonsomeone else’sideatomakeitbetter. “Ibrainstormedsomeideas forthemarketingplan. Canyouyes-andthem?” Say what you see:Being honestandcandidabout whatyouseehappeningina situationinsteadofbottlingit uporbeingpassive. “Rebekahseemslikeshe’s superstressedlately.Maybewe shouldsaywhatweseeandask herifeverythingisok.” Fiesta:Ourweekly retrospectiveFridaymeetings, wherethewholecompany goestolunchanddiscusses issues,questions,concerns, etc.thathaveaccumulated overthecourseoftheweek. “Wherearewegoing forfiesta?” Barge barge:Interrupting aconversationtoprovide importantinformationora newidea. “Bargebarge.Iknowyou’re talkingabouthavingthatteam meetingtomorrow,butthree ofuswillbegone!” Huddle:Animpromptu meetingthatdoesn’twarranta scheduledtimeorconference room. “I’malittleconfusedon thisgobbledygook.Can wehuddlerealquick?” N10T (Name 10 Things): Anotherimprovexercisewe usetospurcreativityand quicklybrainstormideas.(It’s alsotheexercisethatwasused tomakethisbook!) “WhatshouldIwriteforthis headline?”“Quick–name 10things!” Start with the heart:Candidnessinspiredbyyourauthenticbeliefsandpersonality “Whatcontentshouldwehaveonthehomepage?”“Juststartwiththeheart!” Annual Report 2011: Forty’s Book of Lists
- 23. incOrrect names FOr Our cOmpany & FOrty traditiOns 40Media 40agency 40 40group Fortyagency FortyMarketing FortyMedia Farty Fourtyagency Fourty Annual report 2011: Forty’s book of lists
- 24. FavOrite Fiesta places Latitude 8 Serrano’s FloriDiNos Oregano’s SantanBreWerY Liberty Market JOE’S FARM GRILL Joe’sBBQ Pitta Souvli pitaJungle Annual report 2011: Forty’s book of lists
- 27. If2011wasanyindicatorofthefutureofForty,countusin!Welaughedalot,wecriedonce inawhile,weatewaytoomuch,andwesaidtonsofrandomstuffthatsoundsridiculous outofcontext.Whatbetterwaytocapofftheyearthantoshareafewofourfavorite thingswithourfriendsandfans?Asweclosethebookon2011,wehopeyoulivethisnext yearlikeit’sthelastoneever(sinceitjustmightbe)andgettodoeverythingonyourlist. Seeyounextyear! Adios! Until next year... Annual Report 2011: Forty’s Book of Lists