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THE SELF-DIRECTED STRATEGIST
Building a Practice and Managing Organizational Change
This is a presentation by Mr. Corey Wayne Vilhauer
@mrvilhauer
It is called:
YOU ARE ALL WEIRD LITTLE ELVES
This is me. I am:
COREY VILHAUER
NOT
EVERYONE
CARES
THIS GUY
THIS INTERN
THIS GROUP OF MARKETERS
NOT
EVERYONE
CARES
DEFINING
INCLUSION
PRACTICNG
COMMUNICATING
SELF-DIRECTION
The art of making things happen.
=
CONTENT STRATEGY
PROJECT MANAGEMENT
“Project management,
then, is the application of
knowledge, skills, tools, and
techniques to project activities to
meet the project requirements.”
- Project Management Institute
“Content strategy,
then, is the application of
knowledge, skills, tools, and
techniques to project activities to
meet the project requirements.”
- Project Management Institute
THIS GUY
THIS INTERN
THIS GROUP OF MARKETERS
MAKE YOUR OWN BOOK
DEFINING THE PROCESS
What would you say… you DO here?
WE ALL
COME FROM
DIFFERENT
BACKGROUNDS
CONTENT STRATEGY
IS NOT
DOGMA
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Site Map
Content Modeling
Annotated Wireframes
Message Architecture
Web Style Guide
Site User Testing
Content Creation
Editorial Calendar
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Site Map
Content Modeling
Annotated Wireframes
Message Architecture
Web Style Guide
Site User Testing
Content Creation
Editorial Calendar
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Site Map
Content Modeling
Annotated Wireframes
Message Architecture
Web Style Guide
Site User Testing
Content Creation
Editorial Calendar
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Site Map
Content Modeling
Annotated Wireframes
Message Architecture
Web Style Guide
Site User Testing
Content Creation
Editorial Calendar
DIFFERENT
NEEDS
DIFFERENT
GOALS
WHO IS THIS FOR?
WHAT DO THEY WANT?
HOW DO WE GET THERE?
Gathering Requirements
A/B Testing
Quantitative Content Inventory
Project Timelines and Waterfalls
Card Sorting
Alignment Session Plan
Content Modeling
Prototyping
Message Architecture Sorting
Content Triggers
Site User Testing
Messaging Framework
Editorial Calendar
Focus Groups
Interviewing Site Visitors
Content Workshop
Qualitative Content Audit
Governance Model Checklist
Site Map
Gut Checks and Cafe Testing
Annotated Wireframes
Copy Decks
Web Style Guide
Core Strategy Mad-Libs
Content Creation
Analytics Measurement and Reporting
BEING SELF-DIRECTED
MEANS
DECIDING WHAT TO DO
PRACTICE AND METHODS
Doin’ it. And doing it well.
DISCOVERY
GOVERNANCE
STRATEGY
EXECUTION
DISCOVERY
GOVERNANCE
STRATEGY
EXECUTION
Kickoff Meeting
Content Inventory
Audience Interviews
Personas and User Profiles
Content Audit
Content Modeling
Site Map
Strategic Content Plan
Prototyping
Copywriting
Site User Testing
Content Maintenance
Editorial Calendar
DISCOVERY
GOVERNANCE
STRATEGY
EXECUTION
Kickoff Meeting
Content Inventory
Audience Interviews
Personas and User Profiles
Content Audit
Content Modeling
Site Map
Strategic Content Plan
Prototyping
Copywriting
Site User Testing
Content Maintenance
Editorial Calendar
DISCOVERY
GOVERNANCE
STRATEGY
EXECUTION
Kickoff Meeting
Content Inventory
Audience Interviews
Personas and User Profiles
Content Audit
Content Modeling
Site Map
Strategic Content Plan
Prototyping
Copywriting
Site User Testing
Content Maintenance
Editorial Calendar
DISCOVERY
GOVERNANCE
STRATEGY
EXECUTION
Kickoff Meeting
Content Inventory
Audience Interviews
Personas and User Profiles
Content Audit
Content Modeling
Site Map
Strategic Content Plan
Prototyping
Copywriting
Site User Testing
Content Maintenance
Editorial Calendar
FAKING THE
TIMELINE
Phase 1: Content Audit and Site Map
Recommendations to the provided site map and recommendations to mapping content to the new site.
Content Audit and updated Site Map due from Blend Week of May 9-13
Meeting to discuss audit and site map Wednesday, May 17
Review due from Washington Pavilion Thursday, May 26
Revisions due from Blend Tuesday, May 31
Phase 2: Information Architecture and Wireframes
A comprehensive content model and information architecture plan, including wireframes at multiple device resolutions, that indicates layout and major
functionality and informs development.
Content Model and Phase One of Wireframes (including home page, navigation, general use pages) due from
Blend
Week of June 6-10
Weekly call to discuss delivered wireframes Wednesday, June 15
Final Wireframes due from Blend (Phase Two) Week of June 13-17
Weekly call to discuss delivered wireframes Wednesday, June 22
Review due from Washington Pavilion Friday, July 1
Final revisions due from Blend Wednesday, July 6
Phase 1: Content Audit and Site Map
Recommendations to the provided site map and recommendations to mapping content to the new site.
Content Audit and updated Site Map due from Blend Week of May 9-13
Meeting to discuss audit and site map Wednesday, May 17
Review due from Washington Pavilion Thursday, May 26
Revisions due from Blend Tuesday, May 31
Phase 2: Information Architecture and Wireframes
A comprehensive content model and information architecture plan, including wireframes at multiple device resolutions, that indicates layout and major
functionality and informs development.
Content Model and Phase One of Wireframes (including home page, navigation, general use pages) due from
Blend
Week of June 6-10
Weekly call to discuss delivered wireframes Wednesday, June 15
Final Wireframes due from Blend (Phase Two) Week of June 13-17
Weekly call to discuss delivered wireframes Wednesday, June 22
Review due from Washington Pavilion Friday, July 1
Final revisions due from Blend Wednesday, July 6
WHAT ARE PEOPLE
EXCITED ABOUT?
“We had a pie in the sky goal. But
man, I was so naive. We were
going to hold all of these training
sessions and train every
department on how to work their
website. And then reality hit."”
- Michael Brauer, Briar Cliff University
DON’T THINK
TOOLS.
THINK GOALS.
“The best tool is the one that
everyone uses together.”
- Matthew Grocki, First Chair Partners
YOU
HAVE
TIME
“You become responsible,
forever, for what you have
tamed.”
- Antoine de Saint-Exupéry, The Little Prince
IT’S LIKE LUCHA
BE A LUCHA
BEING SELF-DIRECTED
MEANS
DIRECTING THE WORK
COMMUNICATION
Can you hear me, Major Stakeholders?
YOU GOTTA
MANAGE THE WORDS
UNIQUEAMAZINGINNOVATIVE
INDUSTRY-

LEADINGPOWERFUL
INTUITIVE
SPECIAL
AGILEFOLKSONOMYGOVERNANC
BEST
PRACTICESMETADATA
RCHITECTURE
RESPONSIVE
YEAH WHATEVER
I AGREE
TERMS OF
SERVICE
TERMS OF
SERVICE
TERMS OF
SERVICE
YOU GOTTA
MANAGE EXPECTATIONS
COMMUNICATING
DIRECTION
“We got the web contact from
different departments to relocate
and sit by each other. They could
talk about stuff. They had a
chance to challenge each other.
Work got done faster. And it was
better than before.”
- Jessica Kramer, Daktronics
YOU GOTTA
MANAGE MEETINGS
KICKOFFS
FRAME THE ISSUE/GOALS
GET EVERYONE ON BOARD
SET EXPECTATIONS
PREPARE REAL QUESTIONS
WEEKLY REVIEWS
OPEN TIME
YOU GOTTA
MANAGE DELIVERABLES
DELIVERABLES
THAT MATTER
BEING SELF-DIRECTED
MEANS
MAKING THINGS CLEAR
INCLUSION
Who’s on first? Etc.
DEFINE:
KICK OFF CHANGE,
THEN REPORT
PRACTICE:
BE DELIBERATE
COMMUNICATE:
TRACK AND
EXPLAIN
TAKE CONTROL
BEING SELF-DIRECTED
MEANS
GETTING PEOPLE GOING
OOPS YOU MADE A METHODOLOGY
A Wild Methodology Appears!
WE THINK
WE’RE THIS
BUT REALLY,
WE’RE THIS
“Life, with its rules, its obligations,
and its freedoms, is like a sonnet:
You're given the form, but you
have to write the sonnet
yourself.”
- Madeleine L’engle, A Wrinkle in Time
AND IN CONCLUSION
And everything is alright.
WE’RE
PART
OF A
YOUNG
PRACTICE
BEING SELF-DIRECTED
MEANS
BEING A LEADER
BEING SELF-DIRECTED
MEANS
MAKING CHANGE
BEING SELF-DIRECTED
MEANS
CARRYING THE TORCH
GO DO IT, LEADER
THANK YOU
For notes, visit: eatingelephant.com/self-directed
This is the end of the presentation.
@mrvilhauer

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"The Self-Directed Strategist: Building a Practice and Managing Organizational Change" - Confab 2016, Minneapolis, MN - May 20, 2016