What Can Creative Leaders Learn from Rockstars?


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(There's an annotated version of this presentation here: http://www.slideshare.net/nanotim/what-can-creative-leaders-learn-from-rockstars-annotated)

Originally presented at the RE:Design UXD Conference in Silicon Valley, 2013. Digital connections have changed the way that thoughts, feelings, and ideas move around the world, between people. Technology has also changed the very concept of a product, a service, and what marketing is. Creatives are leading more and more teams, and our various backgrounds may not have prepared us to lead.

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What Can Creative Leaders Learn from Rockstars?

  1. 1. ROCK Stars?What CanCreativeLeadersLearnfromOriginally presented at RE:Design UXD Conference 2013
  2. 2. Hi. I’m @nanotim....and I’m very grateful to be herewith you, today.TIMRICHARDSEVP,STRATEGYAT
  3. 3. I do this.
  4. 4. And, sometimes, I do this.
  5. 5. The role of a Creative Leaderis quickly evolving.
  6. 6. As the world evolves, so must we.We will need new skills.
  7. 7. Modern companies need us to leadin service design, UX, brand, andproduct.
  8. 8. Sometimes, all at the same time :)
  9. 9. We Will Learn 3 Things......like 3 chords. It just works.
  10. 10. Chapter 1(Kick Out) The Jams
  11. 11. We’re not in an assembly lineanymore.
  12. 12. Work is much more like a bandtoday.You can’t often rely on stage sound.We need to share a language.
  13. 13. It might be tempting to do it allyourself :)
  14. 14. Prototyping, journey designtools, and collaborative processesare great for iterative design,for instance.
  15. 15. Chapter 2This is Happening Right Now
  16. 16. So, what part to I play in thisband??
  17. 17. Some roles have leadershipimplied in the charter.
  18. 18. Creative leadership needs tobring the show.
  19. 19. Do it like Rock Stars do.Iteratively. Hours of practice. Playit 1000 times.:)
  20. 20. Your constant practice pays offwhen you can focus oncommunicating with yourteam...not delivering information.
  21. 21. The product must evolve early.We can save ourselves from ourselves :)
  22. 22. Creating alignment iterativelykeeps the hard work happening inthe room - creating momentum.
  23. 23. Like experiences we design,your teams’ experiences with youare your real product.
  24. 24. This Will Test Your WorkingKnowledge of Communication
  25. 25. You May Need to LearnHow to Method Act
  26. 26. This wasn’t a Beatles record.This was a Sgt. Pepper’s record.
  27. 27. Some of our favorite productsevolved drastically - andcontinue to.
  28. 28. Chapter 3Simple Works
  29. 29. The practicality of communicationwill force us to be masters ofsimplicity.
  30. 30. We don’t design materials.Or aesthetic. Or communication.We are designing behavior.And action.
  31. 31. Make it easy to understand.“Consumers don’t go to themeetings.”?
  32. 32. 3Simplicity in Communication. Def Leppard+ the Riff.Arenas Changed EverythingHow Did Rock Adapt?
  33. 33. Designing behavior meansour insights might be moreimportant than our designs.
  34. 34. Insights help us understandthe challenge space.Def’s Insight?Rock is too self-serving.
  35. 35. We must ask toughquestions about whypeople will engage.
  36. 36. Search for modelsto help us understandinfluences on behavior.
  37. 37. Example: Design A Co-CreationVirusIdentify apowerful andaccessible truth.Tell a story.Demonstrate anarchetype.Show how itworks.Provide aninvitation. Offera return onattention andeffort.Clear benefits ofCo-creation.+ + =
  38. 38. What is yourbrand purpose -beyond yourcategory?What physicaland emotionalneeds drivepeople into thiscategory?Offercommunicationand serviceworth paying for.Find “whitespace” inmarket.Example: Useful Advertising
  39. 39. The next generation ofproducts and marketingare services.
  40. 40. That’s it :)Rockstars have taught us to bebetter creative leaders.
  41. 41. Take Away 1: Learn How to JamUse tools and processes as ashared language for improvisationin collaboration.
  42. 42. Take Away 2: Work It Out TogetherSave yourself from the firstversions of the idea. Separateinsight from execution, and iterateon the product intensely.
  43. 43. Take Away 3: Practice. Practice.Learn the core elements of yourwork cold by constantly telling thestory, evolving it, and focusing onemoting the vision and listening.
  44. 44. Take Away 4: SimplifyConsumers don’t go to themeetings. We can’t expectpeople to work to understand ourproduct or message.
  45. 45. Take Away 5: Develop Tasty LicksWork your experiences, strategyand rationale down to bumpersticker-style handles - so peoplecan sing along :).
  46. 46. Now, you must go rock.
  47. 47. TIMRICHARDSEVP,STRATEGYWould love to know your thoughts.Don’t hesitate to reach out :)@nanotimhttp://www.linkedin.com/in/nanotim