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#MX16
Rob Maigret
Co-founder, Popularium
New Car Smell
(aka Bull in a China Shop)
KEYNOTE
A STORY BY
ROB MAIGRET@ROBMAIGRET #MXCONF2016
NEW CAR SMELLAKA BULL IN A CHINASHOP
OR…
OWNING THE CREATIVE VISION (I.E.
MAKING ACTUAL DECISIONS) ON A
PHYSICAL PRODUCT.
PROCESS
ACADEMIC REFERENCES
RECOMMENDED READING
CHARTS
GRAPHS
STUDIES
MARKETING DATA
BUZZWORDS
DISCLAIMERS
CREATIVITY MIGHT JUST
BE COMMON SENSE.
DON’T SCREW IT UP.
THE THINGS I ALREADY KNEW
1. MARKETING, DESIGN (CREATIVE), AND
ENGINEERING ARE NOT SEPARATE DISCIPLINES
2. BRAND IS THE TO...
MARKETING, DESIGN (CREATIVE), AND ENGINEERING
THE PRODUCT EXPERIENCE
UNLESS YOU OWN ALL OF THESE FUNCTIONS,
YOU DON’T OWN THE CREATIVE VISION.
SORRY.
“SHIT.”
DESIGNING A STRONG BRAND PROMISE
HELPS YOU MAKE CLEARER
DECISIONS.
PROVIDING CONSTRAINTS HELPS
GUIDE CREATIVITY.
DON’T COMPETE WITH THE PRODUCT,
LEVERAGE IT HOWEVER POSSIBLE TO
HELP BUILD THE BRAND.
STORIES ARE HOW WE CONNECT WITH
ONE ANOTHER.
WRITE THE STORY.
BE UNAFRAID OF WHERE IT LEADS.
SO HERE IS WHAT HAPPENED.
WE WROTE THE STORY.
“WAIT.”
THEN THIS HAPPENED.
TEAMS THAT EMBRACE THE STORY
MAKE A MUCH BETTER PRODUCT.
THE STORY PROVIDES FOCUS ON WHAT
THE DEFINING QUALITY OF THE
PRODUCT MUST BE: IN THIS CASE,
PERSONALITY… AND CHARACTER.
“LET’S MAKE A REAL DROID.”
CREATE A WORLD.
IT CAME FROM A FACTORY.
ALL THINGS HAVE HISTORY.
MAKE OR BREAK MOMENT.
THE LOVE DECISION.
TELL THE WORLD.
CHAPTER ONE - PREQUEL: ACCELERATOR / IGER
CHAPTER TWO - THE REVEAL: STAR WARS CELEBRATION
CHAPTER THREE - MAKE A REAL DROI...
CHAPTER FIVE - ENJOY: SELL SELL SELL!
@ROBMAIGRET #MXCONF2016
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
MX: Managing Experience | Day 2 -  New Car Smell (aka Bull In A China Shop) | Rob Maigret
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MX: Managing Experience | Day 2 - New Car Smell (aka Bull In A China Shop) | Rob Maigret

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Imagine someone handing you the reins to develop a new generation of Star Wars fans. That’s exactly what happened to Rob Maigret when he took the creative helm at Sphero - creators of BB-8, the most popular and best selling toy of 2015. Find out firsthand what it’s like to bring a physical - and highly anticipated - product to market for the first time, while simultaneously rebranding a company and reorganizing the way it approaches product development.

In this talk Rob will cover:

-Launching a product that is part of the largest cultural phenomena of modern times
-The oil and vinegar of corporate culture
-The hierarchy of brand and touchpoint trickle-down
-Owning the creative vision vs “owning the creative vision”
-Bringing marketing, creative, experience, and engineering under one roof - challenges and successes

View videos at: https://vimeo.com/channels/mxconf

Published in: Design
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MX: Managing Experience | Day 2 - New Car Smell (aka Bull In A China Shop) | Rob Maigret

  1. 1. #MX16 Rob Maigret Co-founder, Popularium New Car Smell (aka Bull in a China Shop) KEYNOTE
  2. 2. A STORY BY ROB MAIGRET@ROBMAIGRET #MXCONF2016 NEW CAR SMELLAKA BULL IN A CHINASHOP
  3. 3. OR… OWNING THE CREATIVE VISION (I.E. MAKING ACTUAL DECISIONS) ON A PHYSICAL PRODUCT.
  4. 4. PROCESS ACADEMIC REFERENCES RECOMMENDED READING CHARTS GRAPHS STUDIES MARKETING DATA BUZZWORDS DISCLAIMERS
  5. 5. CREATIVITY MIGHT JUST BE COMMON SENSE.
  6. 6. DON’T SCREW IT UP.
  7. 7. THE THINGS I ALREADY KNEW 1. MARKETING, DESIGN (CREATIVE), AND ENGINEERING ARE NOT SEPARATE DISCIPLINES 2. BRAND IS THE TOP LEVEL TOUCHPOINT 3. STORIES ARE HOW WE CONNECT TO ONE ANOTHER
  8. 8. MARKETING, DESIGN (CREATIVE), AND ENGINEERING THE PRODUCT EXPERIENCE
  9. 9. UNLESS YOU OWN ALL OF THESE FUNCTIONS, YOU DON’T OWN THE CREATIVE VISION. SORRY.
  10. 10. “SHIT.”
  11. 11. DESIGNING A STRONG BRAND PROMISE HELPS YOU MAKE CLEARER DECISIONS.
  12. 12. PROVIDING CONSTRAINTS HELPS GUIDE CREATIVITY.
  13. 13. DON’T COMPETE WITH THE PRODUCT, LEVERAGE IT HOWEVER POSSIBLE TO HELP BUILD THE BRAND.
  14. 14. STORIES ARE HOW WE CONNECT WITH ONE ANOTHER.
  15. 15. WRITE THE STORY.
  16. 16. BE UNAFRAID OF WHERE IT LEADS.
  17. 17. SO HERE IS WHAT HAPPENED.
  18. 18. WE WROTE THE STORY.
  19. 19. “WAIT.”
  20. 20. THEN THIS HAPPENED.
  21. 21. TEAMS THAT EMBRACE THE STORY MAKE A MUCH BETTER PRODUCT.
  22. 22. THE STORY PROVIDES FOCUS ON WHAT THE DEFINING QUALITY OF THE PRODUCT MUST BE: IN THIS CASE, PERSONALITY… AND CHARACTER.
  23. 23. “LET’S MAKE A REAL DROID.”
  24. 24. CREATE A WORLD.
  25. 25. IT CAME FROM A FACTORY.
  26. 26. ALL THINGS HAVE HISTORY.
  27. 27. MAKE OR BREAK MOMENT.
  28. 28. THE LOVE DECISION.
  29. 29. TELL THE WORLD.
  30. 30. CHAPTER ONE - PREQUEL: ACCELERATOR / IGER CHAPTER TWO - THE REVEAL: STAR WARS CELEBRATION CHAPTER THREE - MAKE A REAL DROID: THE BUILD CHAPTER FOUR - TELL THE WORLD: LAUNCH THE DROID
  31. 31. CHAPTER FIVE - ENJOY: SELL SELL SELL!
  32. 32. @ROBMAIGRET #MXCONF2016

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