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©2018 Extreme Networks, Inc. All rights reserved
Experience Report
Larry Kunz
Extreme Networks
STC Summit 2018
©2018 Extreme Networks, Inc. All rights reserved
Keynote: Carla Johnson on “Perpetual Innovation”
Beware of Brand Detachment Disorder
When you see cool stuff:
 Observe what other brands are doing
 Distill the parts you can use
 Relate to your own brand and customers
 Generate ideas
 Pitch the ideas within your organization
2
©2018 Extreme Networks, Inc. All rights reserved
Perpetual Innovation: Getting Creative
3
©2018 Extreme Networks, Inc. All rights reserved
Perpetual Innovation
Technical communicators: the linchpin
between people, information, and technology
If not us, who?
Let’s break out of traditional roles
It’s how we’ll add value
4
©2018 Extreme Networks, Inc. All rights reserved
Themes of the Summit
Adding value and proving our value
 Broadening the technical communicator’s range of responsibilities
 Becoming the keepers of the brand
– Voice, tone, design
– Tech docs, marketing collateral, product UI
 Using analytics to show that Tech Pubs is no longer a cost center
New media for the future
 Video, podcasts, chatbots, AR
The robots won’t take our jobs…
….because there’s still no substitute for clear communication
5

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STC Carolina Summit 2018 Recap: Larry Kunz

  • 1. ©2018 Extreme Networks, Inc. All rights reserved Experience Report Larry Kunz Extreme Networks STC Summit 2018
  • 2. ©2018 Extreme Networks, Inc. All rights reserved Keynote: Carla Johnson on “Perpetual Innovation” Beware of Brand Detachment Disorder When you see cool stuff:  Observe what other brands are doing  Distill the parts you can use  Relate to your own brand and customers  Generate ideas  Pitch the ideas within your organization 2
  • 3. ©2018 Extreme Networks, Inc. All rights reserved Perpetual Innovation: Getting Creative 3
  • 4. ©2018 Extreme Networks, Inc. All rights reserved Perpetual Innovation Technical communicators: the linchpin between people, information, and technology If not us, who? Let’s break out of traditional roles It’s how we’ll add value 4
  • 5. ©2018 Extreme Networks, Inc. All rights reserved Themes of the Summit Adding value and proving our value  Broadening the technical communicator’s range of responsibilities  Becoming the keepers of the brand – Voice, tone, design – Tech docs, marketing collateral, product UI  Using analytics to show that Tech Pubs is no longer a cost center New media for the future  Video, podcasts, chatbots, AR The robots won’t take our jobs… ….because there’s still no substitute for clear communication 5