3. Who am I?
Brand is a symbol for
an organization
The essence
The story and culture
is more important
4. Fire Circle
Philosophy
The fire circle provided food, company
and warmth, the basic needs
The fire indoors, still the centre of life
but contained
The fire was replaced by electronics,
radio, then TV. For the first time we
knew more about the outdoors than
or families
The virtual experience, one person
believing they have 837 friends
Intuitive desire to ‘gather around the
‘campfire, coffee pot.
5. core thinking
• I hope to make you a bit uneasy in your
thinking, to challenge you
• being comfortable with not following a map
• not getting tangled in stuff that doesn’t
matter
• a different look at issues
• working in a flexible box
• celebrating common sense
11. Take a
Second Look
- Avoid ‘going through
the motions’
-When we follow the
standard route we
expect the ‘usual’
result
Paris
in the
the spring
12. Prisoner of
Perception
-I worked in a factory where
most of the employees were
immigrants
-Most had exceptional skills
but believed they were
trapped because they did not
speak English well
- don’t be imprisoned by your
perceptions
-These workers had graduate
level skills and once shown a
broader view they realized
they had choice
13. Phil Hartman as
the Anal Retentive
Chef
"People try to tell you
that the secret to
pepper steak is the
seasoning, but we
know different don't
we? It's getting the
pieces all the same
size."
14. Following a Problem
– a string of issues
-Problems often
appear as a simple
sequence of events,
minor issues, actions
or inactions
- work hard to keep
them that way or …….
23. Ready,
Shoot,
Aim
- too often we don’t
have the time to take
aim
- The missed shot
ends up being the
determining factor in
creating policy
24. Curse of the Cow
Path
-Sometimes a path is
just a path, not a route
- look up over the ‘grass
and bushes’
- build the pathways
based on the best route
- review the pathways
regularly
- based the route on the
goal
25. Boston Town Planning
- based on cow paths
-When a wonder
through the filed is
formalized into ‘policy’
- all it really was was
someone trying to find
there way
30. Graphic Thinking
-Show relationships,
big circles, small
circles
- use post it notes for
flexibility and evolving
the issues and
relationships
- suggest drawing map
instead of digital
image
32. Marketing Average
- Note the image is not
only the words but is it
also distressed worn,
vintage look
33. Friends and Neighbours
-The relationships we
developed through
play, sharing, common
interests and generally
being friends have
been replaced.
34. Friends have
become contacts
-We schedule everything
- activities are
‘compartmentalized’
- today helping one
another is considered
‘volunteering’
- communities are
becoming ‘engineered’
planned
- driven by fear
35. Community has
Become Network
Relationships have
evolved from sitting
around the fire to the
online experience
- The lie of Facebook,
839 ‘friends’ equals 3
in person friends
37. The Exception of
the Green Grocer
-The most remarkable aspect of
Granville Island is not that you can talk
to the producer
- it is that being able to talk to the
producer is ‘unique’
- how far have we come from caring
38. Influence of Standardization
• Taking a different view
• Being comfortable in doing so
• Rules and regulations have taken us so far
from normal that now ‘normal’ is unique
• Sometimes a cup of coffee is just a cup of
coffee
39. Working Within
a Frame Work
- Predictable
- Comfortable
- Consistent
- well suited to the
’standard
- rigid
- inflexible
- trackable
40. Working Within
a Frame Work
- Same ‘parameters’
- Flexible
-Respects existing
standards
- ‘exception’ ready
- adjustable to variety
of conditions
-
41.
42. Loss of common
sense
-Loss of judgment
- replaced by
structure and
policy
- where is the
practical wisdom
43. Sometimes a cup
of coffee is just a
cup of coffee
-A ‘part’ of a time for
reflection,
contemplation, social
time
- simply a cup of
coffee
44. We have
‘engineered’ a cup
of coffee
-A barometer of a
generation
- reflecting
expectations
- increasing demand
for choice
45. Strategy of
choice
- Plague of choices
- lets make some good
ones
- as choice increases,
satisfaction decreases
46. Defined by the
PERCEPTION
of your actions
- Not the intention
- Make your intentions
clear
- Your actions should
reflect your intentions
47. The Four P’s of No.
Product, don’t like to
result
Process, did not follow
policy/channels
Professional, cannot
defend to my colleagues
Personal, I don’t like it
50. What are we
doing?
-In an effort to treat everyone
equally we risk treating
everyone fairly
- we lose judgment and
discretion
- we must regain our
perspective
- look at our core:
- resources
- skills
- objectives
- its time to get a grip
51. Core Thinking
-Be comfortable with
taking a different view
- have the courage to
look wide
- look at the essentials
of each issues
- act because you care
for each other
Editor's Notes
Thank you all for signing up and showing upI expect that the idea of ‘core thinking’ is new to most of you so I have to ask, What are your expectations?
Hmmm….now that I have an idea of your expectations, I expect you are wondering, what is a logo guy going to tell me about thinking.I have spent a lot of time developing identities for organizations, but in the end my interest and time goes into the story and culture behind the brandThe best brands are the simplest and each stroke is significant each part has meaning, the ‘core’ culture is key
Think about what you are ‘looking at’, hw you look shapes what you see.
