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The Freedom to Grow
How Standards in
Communication Facilitate
Our Industry
b.noz.urbina@gmail.com
@nozurbina
lessworkmoref...
Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
“Futurist”
Newly independent!

@nozurbina

Urbina Consulting
WHERE WE ARE

@nozurbina

Urbina Consulting
The Right List
•
•
•
•

Right content
Right format
Right language
Right time

@nozurbina

Urbina Consulting
Multichannel

@nozurbina

Urbina Consulting
Augmented reality

Reality

Photo: BMW

@nozurbina

Urbina Consulting
Gesture control

@nozurbina

Urbina Consulting
Tech support tele-presence
Video
Speech

Gesture
Content
@nozurbina

Urbina Consulting
SO WHAT DO WE DO ABOUT
IT?
Standards, Consistency and Community

@nozurbina

Urbina Consulting
Standards help us share

Photo: Janoma.cl, JR98664

@nozurbina

Urbina Consulting
Standards enable efficiency

Photo: Roger Wollstadt

@nozurbina

Urbina Consulting
Standards free creativity

Photo: Eiriknewth

@nozurbina

Urbina Consulting
Standards speak fast

Photo: NorthJoe

@nozurbina

Urbina Consulting
How we create meaning
We compare each individual situation…
… with personal past experience…
… by matching [patterns]
Ment...
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards enable experience

Photo: Noz Urbina

@nozurbina

Urbina Consulting
Standards lower risk

Photo: Andarooo

@nozurbina

Urbina Consulting
Standards build community

Photo: Noz Urbina

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
Standards layer

Photo: Russavia
Standards layer
Agile

Apps

TC

TSE

HTML

MI

SVG

DITA

PDF

eBook

LEAN

L+T

TIN
CAN

SISDC

Minimalism
XLIFF

XMP

I...
WHAT’S STOPPING US?

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
Don Yang, 950s
@nozurbina

Raphael, 1510
Urbina Consulting
Customer experience is 4D
1.
2.
3.
4.

Length
Width
Depth
Time

@nozurbina

12

9

3

6

Urbina Consulting
We conceive content in 2D
4

2
1

3

@nozurbina

Urbina Consulting
Customer experience is 4D

“I want an answer
now, please!”

Today’s content needs
database-like agility

(Oct 3, 2013. 14:...
Customer experience is 4D
1. Length
2. Width
3. Depth
–
–
–
–

12

9

“Drill down”
Progressive disclosure
Multi-asset rela...
Twitter in a 4D paradigm
• More metadata = more perspectives

@nozurbina

Urbina Consulting
Kindle adds social depth

@nozurbina

Urbina Consulting
@nozurbina

Urbina Consulting
The Right List
•
•
•
•

Right content
Business
User
Right format
CS Needs
Goals
Right language
Right time
A unified conten...
Take-Aways
• Don't think about your year at the expense of
your career
• We are responsible for the whole customer
experie...
THANK YOU!
Q&A?

@nozurbina / @thecsbook
thecontentstrategybook.com
@nozurbina

Yes, we have
copies here 

Urbina Consult...
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[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

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Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations.

Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.

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[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm industry [Noz Urbina]

  1. 1. The Freedom to Grow How Standards in Communication Facilitate Our Industry b.noz.urbina@gmail.com @nozurbina lessworkmoreflow.blogspot.com @nozurbina
  2. 2. Me (Noz Urbina) Content strategist Consultant/trainer Author “Futurist” Newly independent! @nozurbina Urbina Consulting
  3. 3. WHERE WE ARE @nozurbina Urbina Consulting
  4. 4. The Right List • • • • Right content Right format Right language Right time @nozurbina Urbina Consulting
  5. 5. Multichannel @nozurbina Urbina Consulting
  6. 6. Augmented reality Reality Photo: BMW @nozurbina Urbina Consulting
  7. 7. Gesture control @nozurbina Urbina Consulting
  8. 8. Tech support tele-presence Video Speech Gesture Content @nozurbina Urbina Consulting
  9. 9. SO WHAT DO WE DO ABOUT IT? Standards, Consistency and Community @nozurbina Urbina Consulting
  10. 10. Standards help us share Photo: Janoma.cl, JR98664 @nozurbina Urbina Consulting
  11. 11. Standards enable efficiency Photo: Roger Wollstadt @nozurbina Urbina Consulting
  12. 12. Standards free creativity Photo: Eiriknewth @nozurbina Urbina Consulting
  13. 13. Standards speak fast Photo: NorthJoe @nozurbina Urbina Consulting
  14. 14. How we create meaning We compare each individual situation… … with personal past experience… … by matching [patterns] Mental models • Semi-consciously selected, incomplete images • What (we think) we understand of the world • How we face the world: Options? Solutions? Confidence? Kai Weber, bit.ly/kai_meaning @nozurbina Urbina Consulting
  15. 15. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  16. 16. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  17. 17. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  18. 18. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  19. 19. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  20. 20. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  21. 21. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  22. 22. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  23. 23. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  24. 24. Standards enable experience Photo: Noz Urbina @nozurbina Urbina Consulting
  25. 25. Standards lower risk Photo: Andarooo @nozurbina Urbina Consulting
  26. 26. Standards build community Photo: Noz Urbina @nozurbina Urbina Consulting
  27. 27. @nozurbina Urbina Consulting
  28. 28. Standards layer Photo: Russavia
  29. 29. Standards layer Agile Apps TC TSE HTML MI SVG DITA PDF eBook LEAN L+T TIN CAN SISDC Minimalism XLIFF XMP Information Mapping XML JSON Structured Content Mark Up Unicode RSS RDF @nozurbina Urbina Consulting
  30. 30. WHAT’S STOPPING US? @nozurbina Urbina Consulting
  31. 31. @nozurbina Urbina Consulting
  32. 32. Don Yang, 950s @nozurbina Raphael, 1510 Urbina Consulting
  33. 33. Customer experience is 4D 1. 2. 3. 4. Length Width Depth Time @nozurbina 12 9 3 6 Urbina Consulting
  34. 34. We conceive content in 2D 4 2 1 3 @nozurbina Urbina Consulting
  35. 35. Customer experience is 4D “I want an answer now, please!” Today’s content needs database-like agility (Oct 3, 2013. 14:45 pm) @nozurbina Urbina Consulting
  36. 36. Customer experience is 4D 1. Length 2. Width 3. Depth – – – – 12 9 “Drill down” Progressive disclosure Multi-asset relationships / references Search/Social 3 6 4. Time – – Dynamic, real-time content Audience/context-specific content @nozurbina Urbina Consulting
  37. 37. Twitter in a 4D paradigm • More metadata = more perspectives @nozurbina Urbina Consulting
  38. 38. Kindle adds social depth @nozurbina Urbina Consulting
  39. 39. @nozurbina Urbina Consulting
  40. 40. The Right List • • • • Right content Business User Right format CS Needs Goals Right language Right time A unified content strategy is key to achieving shared goals. @nozurbina Urbina Consulting
  41. 41. Take-Aways • Don't think about your year at the expense of your career • We are responsible for the whole customer experience • We have to collaborate • Structuring content gives it agility • You’re not making “it”, you’re making “them” You’re not just at the soap! conference, you ARE the soap! conference! @nozurbina Urbina Consulting
  42. 42. THANK YOU! Q&A? @nozurbina / @thecsbook thecontentstrategybook.com @nozurbina Yes, we have copies here  Urbina Consulting

Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations. Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.

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