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Five Dangerous Ideas
@berkun
scottberkun.com
info@scottberkun.com
1. Everyone is a designer
Thoughtless Acts?, By Jane Fulton Suri
“Rats. My client thinks he is a
designer. “
He is a designer, just an
extremely bad one.
Designers are
ambassadors for
good ideas
Good designers are the
only mentors
for bad designers
2. You have no power
What decisions are completely yours?
Artist / Designer / Advisor / Lackey
`
If you have little territory,
fortifying it
buys you nothing
Whoever uses the most jargon
has the least confidence in
their ideas
Power can be:
A. Granted
B. Earned
C. Claimed
3. The generalists are
in charge
If there are more than 5 people
in the room, you have less
power than you think
In room power
vs.
Out of room power
What is the culture’s
appetite for change?
- Margaret Stewart, YouTube
Ownership
Accountability
Involvement
How much of yourself will you put
behind your own ideas?
4. We work in sales
(regardless of your job title)
Everyone has to
pitch ideas
Surprise: these are sales tasks
•  Prototyping
•  Pitching
•  Evangelizing
•  Going to meetings run by someone else
•  Asking for resources
•  Giving presentations
•  Growing influence
“Talk to people you don’t like”
- Samantha Starmer, REI
Secret: we got into tech, so we can work with
software, instead of all the people we don’t like
If people think you are smart
and useful your job title is
irrelevant
If people think you are dumb
and useless your job title is
irrelevant
5. Creativity is
Risk
Institute of Contemporary Art, Boston
Who will:
-  Ask the tough question
-  Do the extra work
-  Be willing to fail, and learn
-  Put their reputation on the line
-  Commit to a big crazy idea
Photo Credits
•  Stove: http://fightclubmpm17.wordpress.com/thoughtless-acts-stephanie/
•  Various, Thoughtless Acts?, Jane Fulton Suri
•  Sales : http://en.wikipedia.org/wiki/File:Salesman_-beach_-_bikini-
_sun-27Dec2008.jpg
•  Maginot Line: http://en.wikipedia.org/wiki/Maginot_Line
•  Masada night - http://www.flickr.com/photos/18129976@N08/4530206067/
•  Bunker: http://www.bunkertours.co.uk/metrich/block_1.JPG
•  Masada above - http://www.bible-architecture.info/Masada.htm
•  Masada map - http://www.bible-architecture.info/Masada.htm
•  museum 1 - http://www.flickr.com/photos/wsifrancis/3256582969/
•  Museum 2 - http://www.baunetz.de/talk/crystal/gallerie.php?
group=22&lang=en&temp=crystal&id=9
•  Museum - http://architecturerevived.blogspot.com/2008/11/institute-of-
contemporary-art-ica.html
Thank you.
Five Dangerous
Ideas
@berkun
scottberkun.com
info@scottberkun.com
•  Everyone is a designer
•  You have (no) power
•  Generalists are in charge
•  You are a salesperson
•  Creativity is risk
Photo Credits
•  Wrong way:
http://www.flickr.com/photos/nadav/108792921
•  Stove: http://fightclubmpm17.wordpress.com/thoughtless-acts-stephanie/
•  Various, Thoughtless Acts?, Jane Fulton Suri
•  Sales : http://en.wikipedia.org/wiki/File:Salesman_-beach_-_bikini-
_sun-27Dec2008.jpg
•  Maginot Line: http://en.wikipedia.org/wiki/Maginot_Line
•  SPL 4th floor: http://www.flickr.com/photos/devos/96388620/
•  SPL Escalator, http://www.flickr.com/photos/stephenhill/113977751/
•  Jargon List: Blue Flavor
•  Bunker: http://www.bunkertours.co.uk/metrich/block_1.JPG

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Five Dangerous Ideas For Designers

  • 2. 1. Everyone is a designer
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Thoughtless Acts?, By Jane Fulton Suri
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. “Rats. My client thinks he is a designer. “ He is a designer, just an extremely bad one.
  • 14. Designers are ambassadors for good ideas Good designers are the only mentors for bad designers
  • 15. 2. You have no power
  • 16. What decisions are completely yours? Artist / Designer / Advisor / Lackey
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. `
  • 23.
  • 24.
  • 25. If you have little territory, fortifying it buys you nothing
  • 26.
  • 27. Whoever uses the most jargon has the least confidence in their ideas
  • 29. 3. The generalists are in charge
  • 30.
  • 31. If there are more than 5 people in the room, you have less power than you think
  • 32.
  • 33. In room power vs. Out of room power
  • 34. What is the culture’s appetite for change? - Margaret Stewart, YouTube
  • 35. Ownership Accountability Involvement How much of yourself will you put behind your own ideas?
  • 36. 4. We work in sales (regardless of your job title)
  • 37.
  • 38.
  • 40. Surprise: these are sales tasks •  Prototyping •  Pitching •  Evangelizing •  Going to meetings run by someone else •  Asking for resources •  Giving presentations •  Growing influence
  • 41. “Talk to people you don’t like” - Samantha Starmer, REI Secret: we got into tech, so we can work with software, instead of all the people we don’t like
  • 42. If people think you are smart and useful your job title is irrelevant
  • 43. If people think you are dumb and useless your job title is irrelevant
  • 46.
  • 47.
  • 48.
  • 49. Who will: -  Ask the tough question -  Do the extra work -  Be willing to fail, and learn -  Put their reputation on the line -  Commit to a big crazy idea
  • 50. Photo Credits •  Stove: http://fightclubmpm17.wordpress.com/thoughtless-acts-stephanie/ •  Various, Thoughtless Acts?, Jane Fulton Suri •  Sales : http://en.wikipedia.org/wiki/File:Salesman_-beach_-_bikini- _sun-27Dec2008.jpg •  Maginot Line: http://en.wikipedia.org/wiki/Maginot_Line •  Masada night - http://www.flickr.com/photos/18129976@N08/4530206067/ •  Bunker: http://www.bunkertours.co.uk/metrich/block_1.JPG •  Masada above - http://www.bible-architecture.info/Masada.htm •  Masada map - http://www.bible-architecture.info/Masada.htm •  museum 1 - http://www.flickr.com/photos/wsifrancis/3256582969/ •  Museum 2 - http://www.baunetz.de/talk/crystal/gallerie.php? group=22&lang=en&temp=crystal&id=9 •  Museum - http://architecturerevived.blogspot.com/2008/11/institute-of- contemporary-art-ica.html
  • 51. Thank you. Five Dangerous Ideas @berkun scottberkun.com info@scottberkun.com •  Everyone is a designer •  You have (no) power •  Generalists are in charge •  You are a salesperson •  Creativity is risk
  • 52. Photo Credits •  Wrong way: http://www.flickr.com/photos/nadav/108792921 •  Stove: http://fightclubmpm17.wordpress.com/thoughtless-acts-stephanie/ •  Various, Thoughtless Acts?, Jane Fulton Suri •  Sales : http://en.wikipedia.org/wiki/File:Salesman_-beach_-_bikini- _sun-27Dec2008.jpg •  Maginot Line: http://en.wikipedia.org/wiki/Maginot_Line •  SPL 4th floor: http://www.flickr.com/photos/devos/96388620/ •  SPL Escalator, http://www.flickr.com/photos/stephenhill/113977751/ •  Jargon List: Blue Flavor •  Bunker: http://www.bunkertours.co.uk/metrich/block_1.JPG