This highly interactive workshop will feature 3 separate exercises, each focused on how to apply design thinking to building your team and culture. Michael Dearing spent 6.5 years as an executive at eBay, became a professor at Stanford, and now is one of the most highly-respected and successful early-stage investors via his firm Harrison Metal.

2. Source: J. Bradford DeLong, “Estimating World GDP, One Million B.C. - Present,” Department of Economics, U.C. Berkeley, 1998. Raw data at
http://www.j-bradford-delong.net/TCEH/1998_Draft/World_GDP/Estimating_World_GDP.html accessed on July 20, 2014.
● Products = prototype,
iterate, destroy, create, start
over (design thinking)
● Work practices and
organization = same, same

3. Three Idea Sprints
● Empathy & Colleagueship
● Executive Communication
● New Management Meditation

4. Empathy & Colleagueship
Aaron Beck

5. Classical model of behavior
Information --> Observation --> Processing --> Conclusion --> Action
Rational

6. Aaron Beck

7. Cognitive behavioral model
Information --> Observation --> Processing --> Conclusion --> Action

8. Cognitive behavioral model
Information --> Observation --> Processing --> Conclusion --> Action
Filtered lens Filtered lensFiltered lens

9. Cognitive behavioral model
Information --> Observation --> Processing --> Conclusion --> Action
Filtered lens Filtered lensFiltered lens
self image
world-view
future expectations

10. Cognitive behavioral model
Information --> Observation --> Processing --> Conclusion --> Action
Filtered lens Filtered lensFiltered lens
self image
world-view
future expectations

11. Beck’s model -- world view, future expectations,
self-image create distortions -- helps us design
shock-absorbers and amplifiers for daily life.
Shock Absorbing the Distortions
1. Note the “lenses” or “filters”
2. Pause to examine strengths and deadly weaknesses
3. Offer shock absorbers and amplifiers to help

12. Practical Application =
Life Story Conversations

13. Life Story Conversations
Information --> Observation --> Processing --> Conclusion --> Action
Filtered lens Filtered lensFiltered lens
self image
world-view
future expectations
1. How does the world work?
2. What does the future hold?
3. Who is she or he?

14. Executive Communication
Barbara Minto

15. Photo via: http://hbs1963.com/wisdom/turning-points/l

16. The best executive communication
Situation — the state of affairs, fact-based, unambiguous
Complication — the thing that’s changed, making things harder
Question — the question raised by S and C
Answer — the answer to Q in pyramid form, answer-first

17. SCQA
SCQ
— Non-controversial, easy to swallow
— Comprehensive of the necessary background information
— Question begs for resolution of the complication
A
— Based on evidence
— Modular and presented in series
— Resolve the complication

18. Situation: This is the state of affairs.
Complication: This is what is changing.
Question: What should we do?
Answer: Do x.
Minto's Pyramid

19. Let’s see an example!
How does this make things better?

20. Narrative style
“We’re doing OK in the watches category but not as great as we
could be doing. We have decent growth rate and the new
promotions coming up are excellent. But I don’t like what I am
seeing on the repeat purchase rates. They are down about 10%
versus last month. I think we should make it a priority to do
more research with users. Maybe we can also test some higher
frequency email campaigns. We’re already locked and loaded on
those new promotions so that will be good to get those out.”

21. Minto-ized
S: The watches category is critical to our growth strategy. It’s 15% of our sales and a
gateway category for jewelry and shoes.
C: Repeat purchase rates are down 10% versus last month.
Q: What should we do?
A: Let’s improve marketing and merchandising to our buyers.
1. Increase cross-marketing of other categories in email [evidence]
2. Accelerate release of two new sub-categories [evidence]
3. Do a price-promo to lapsed buyers test [evidence]

22. Let’s practice!
Write an SCQA for a thorny problem you face.

23. Why Practice This?
● Communicating poorly stunts your growth; doing it expertly
opens up opportunities to you
● Communication is grease in the gears
● Barbara Minto is your new best friend

24. A Meditation
Just when you thought the fun was ending...it’s
really just beginning

25. Thank you!
md@harrisonmetal.com
@mcgd