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THE
EXECUTIONER’S
TALE
@cwodtke
www.cwodtke.com
Once upon the time there was an old farmer who had worked his crops for many years. One day his horse ran away. Upon hearing
the news, his neighbors came to visit. “Such bad luck,” they said sympathetically.
“Maybe,” the farmer replied.
The next morning the horse returned, bringing with it three other wild horses. “How wonderful,” the neighbors exclaimed.
“Maybe,” replied the old man.
The following day, his son tried to ride one of the untamed horses, was thrown, and broke his leg. The neighbors again came to
offer their sympathy on his misfortune.
“Maybe,” answered the farmer.
The day after, military officials came to the village to draft young men into the army. Seeing that the son’s leg was broken, they
passed him by. The neighbors congratulated the farmer on how well things had turned out.
“Maybe,” said the farmer.
RULES
When I joined Linkedin, many
people said “huh, that’s
interesting.” Many did not know
why I’d join a resume site.
When I joined Myspace, they said
good luck. It looked hard, but
possible.
When I joined Zynga they all
congratulated me on landing in one
of the hottest spots in the valley.
I’ve learned to say “We’ll see.”
“FROM THEIR FIRST MEETING IN 1992 IN GENEVA, GEHRY AND MILUNIĆ BEGAN TO
ELABORATE MILUNIĆ'S ORIGINAL IDEA OF A BUILDING CONSISTING OF TWO PARTS, STATIC
AND DYNAMIC ("YIN AND YANG"), WHICH WERE TO SYMBOLIZE THE TRANSITION OF
CZECHOSLOVAKIA (CZECHIA) FROM A COMMUNIST REGIME TO A PARLIAMENTARY
DEMOCRACY” WIKIPEDIA
SCIENCE AND GUT
DIRECTION
DECISIONS
DEDICATION
repeat
FIND YOUR
NORTH STAR
•Conversion is a crap north star

DESIGN FOR AN
EMOTION
Surprise & delight
AFFECTIONATE
compassionate
friendly
loving
open hearted
sympathetic
tender
warm
ENGAGED
absorbed
alert
curious
engrossed
enchanted
entranced
fascinated
interested
intrigued
involved
spellbound
stimulated

CONFIDENT
empowered
open
proud
safe
secure
EXCITED
amazed
animated
ardent
aroused
astonished
dazzled
eager
energetic
enthusiastic
giddy
invigorated
lively
passionate
surprised
vibrant

HOPEFUL
expectant
encouraged
optimistic

(c) 2005 by Center for Nonviolent Communication Website: www.cnvc.org

GRATEFUL
appreciative
moved
thankful
touched

INSPIRED
amazed
awed
wonder
JOYFUL
amused
delighted
glad
happy
jubilant
pleased
tickled
EXHILARATED
blissful
ecstatic
elated
enthralled
exuberant
radiant
rapturous
thrilled
PEACEFUL
calm
clear headed

comfortable
centered
content
equanimous
fulfilled
mellow
quiet
relaxed
relieved
satisfied
serene
still
tranquil
trusting
REFRESHED
enlivened
rejuvenated
renewed
rested
restored
revived

AFFECTIONATE
compassionate
friendly
loving
open hearted
sympathetic
tender
warm
PEACE
beauty communion ease harmony order
Men like order too
There is no shortage
of “organization
porn” on the web.
We have a deep
seated dream of a
place of tidy
harmony.

Peace and order is big business
Facebook misses the boat with photos.
Where are the organization tools?
Yahoo Search

Fast
Easy
Magic
When we redesigned search in 2001, we polled
our users to find out what they valued. That
was our north star
Google

to organize the world‘s
information and make it
universally accessible and
useful
We all know Google’s North Star
Eatclub

Bring Joy to Work
through Food

When I was working with startup Eatclub, we
developed a North Star to guide strategic
choices, messaging and design.
WHAT’S YOUR
NORTH STAR
DECIDING
Safety in Scenarios

Move from
“We have to decide”
To “let’s pretend we’ve
already decided”
“I looked out the window at the Ferris wheel of the Great America
amusement park revolving in the distance, then I turned back to Gordon
and I asked,
“If we got kicked out and the board brought in a new CEO, what do you
think he would do?” Gordon answered without hesitation,
“He would get us out of memories.” I stared at him, numb, then said,
“Why shouldn’t you and I walk out the door, come back and do it
ourselves?” Andy Grove
Let’s Pretend

• We are a B2B company
• We built a sales team
• We hired a CEO
You can “try on” ideas, and work them
through as if they were your decided strategy,
to see if they make sense.
THE CONE OF UNCERTAINTY

I can predict
what will
happen
tomorrow

I can guess
about next
month

I’m lying to
myself if I say
I know what’s
happening
next year
NOW

Headline test
Editing
features
Bug fixes
Twitter
integration
Q2
NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration
Q2

Q3

NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration

refactor
Q4
Q2

Q3

NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration

refactor
World
domination
Q4
Q2

Q3

NOW

Test with
partner
Headline test
Editing
features
Bug fixes
Twitter
integration

Five partners
launched,
handheld
Shard DB
User profile
pages

Platform for
3rd parties,
beta
Ad network

Open
program
Support
pages
You will always have to both pick a direction and
work with what you’ve got. Sometimes that means
hitting a goal, sometimes that means picking a new
one.
Act as if it were true

Until it’s proven wrong
Then pivot
DEDICATION
TO YOUR GOALS
TO YOUR TEAM
OKRs

Objectives
Key results
OKR example

Successfully launch
blogging platform
• 10 influencers
• 1500 organic signups in week 1
• 99% uptime
OKRs

O: Dream
KR: Success criteria
OKRs

O: Qualitative
KR: Quantitative
OKRs

Time bound
Cascading
Hard (but not impossible)
OKR example

Successfully launch
blogging platform
• 10 influencers
• 1500 organic signups in week 1
• 99% uptime
OKR example

Successfully launch
blogging platform
• 99.8% uptime
• 2 backend hires
• Load speed <2sec
OKR example

Successfully launch
blogging platform
• Usable blogging tools (<5
minor errors)
• NPS of 60
• Exec signoff by 10/5
ROADMAP
WITH FRIENDS
M

P
Viable

Desired by the market
Buildable by the company
Profitable for the
company
How do we
know what the
market wants?
We make them chose
Capability

Which would you move?
Why?

• Add photos
• Delete
photos
• Share with
friends

Soon

• Make
collections
• Share
publicly

Later

• Remove red
eye
• Crop
• Filters

Much Later
TIPS

• Don’t make customers imagine
anything – show mocks
• Make the items moveable
(post-its!)
• Must lose one to get one –
swapping ONLY
PRACTICE BEING
PSYCHIC
A roadmap of little experiments

• Item
• How much effort
• How much return
Guessing is fine.
The more you guess, the better you get at
guessing.
A roadmap of results
Item

Expected Expected Actual
effort
result
effort
Avatar
12 days +10
21 days
makers
min/ave
Chat
15 days +25K
8 days
daily
Subscrip- 20 days 75K/mo
tion
passive
service

Actual
result
+8
min/ave
+15 daily
CADENCE
Commitment

• Mondays are for
promises
• Fridays are for winners
Priorities this week
P1

P1
P1

Close deal with DA

Three directions for cross
promo bar
Prototype promo bar
functionary

OKR Confidence
Objective: Establish clear value as a promo
partner with indie community
KR: 8 partners running on platform 5/1
KR: Traffic to partners equal to internal 5/10
KR: Revenue of 250K
5/10

Mondays each team lead Key Risk Factors:
shares:
• Next 4 weeks -Priorities ( to get Health & make
Week’s Objectives
Org help
commitment)
Team Health:
A/B test promo bar designs
• Near term roadmap (heads up!)direction
Team struggling with
change
Sign up 3 customers for program
• OKR confidence
Code Health:
Establish base price
• Key health indicators
Yellow

Green

Launch one on-internal client
Priorities this week
P1

P1
P1

Close deal with DA

Three directions for cross
promo bar
Prototype promo bar
functionary

Next 4 weeks - Objectives
A/B test promo bar designs
Sign up 3 customers for program

Establish base price
Launch one on-internal client

OKR Confidence
Objective: Establish clear value as a promo
partner with indie community
KR: 8 partners running on platform 5/1
KR: Traffic to partners equal to internal 5/10
KR: Revenue of 250K
5/10

Key Risk Factors:

Org Health
Team Health:

Yellow

Team struggling with direction
change

Code Health:

Green
Weekly Status Email

• OKRS
• Priorities 3
• Last week’s priorities
• Risks & Blockers
• Notes
Read more here: http://www.eleganthack.com/the-dreaded-weekly-status-email/
Celebrations
Celebrations
Engineering demos
Celebrations
Engineering demos
Design demos
Celebrations
Engineering demos
Design demos
Sales & Bizdev shares wins
Celebrations
Engineering demos
Design demos

Sales & Bizdev shares wins
Beer
Everybody needs bragging time

• Motivates team to have
something to share
• Makes you feel like part
of something special
• Show progress
DIRECTION
DECISIONS
DEDICATION
CELEBRTIONS
repeat
Thank You
Please contact me if you need help setting
up this system at your company.
I advise and consult.
@cwodtke
www.cwodtke.com
APPENDIX
Priorities this week
P1

OKR Confidence
Objective

P1

Key results #1
Key results #1
Key results #1

P1

Key Risk Factors:

Next 4 weeks - Objectives

5/10
5/10
5/10

Org Health
Team Health:

Code Health:

Yellow

Yellow

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The Executioner’s Tale

Editor's Notes

  1. Never be vulnerableDon’t get sued
  2. This is how you succeed
  3. What is a north star? It is the goal, the thing you are aiming for, and when you arrive, you can launch.http://www.boxesandarrows.com/view/building_a_vision_of_design_success,
  4. We are limited in how we talk about emotion in Web Design. We talk about delight, and frustration. But there are many more words we could be designing for…
  5. This is the power of farmville; a place to hide from life’s madness http://www.eleganthack.com/farming-and-knitting/
  6. Boys seek peace and control also
  7. So much missed opportunity here!
  8. Used at googlePopularized form john doer
  9. Used at googlePopularized form john doer
  10. Used at googlePopularized form john doer
  11. Used at googlePopularized form john doer
  12. Used at googlePopularized form john doer