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Audree Fletcher - 12 July 2023
Designing in the Dark
Just because you can’t see it, doesn’t mean it’s not there
Fear
Insecurity
Ego
Pride
Jealousy
Bartering
Risk-appetite
Red-tape
Culture
Stories
Gossip
Anxiety
Frustration
Humiliation
Resentment
Envy
Self-esteem
Helplessness
Hopelessness
Ambivalence
Indi
ff
erence
Rapport
Hope
Relief
Excitement
Optimism
Inspiration
In
fl
uence
Negotiation
Shared vision
Integrity
Honest
Courage
Power
Shared endeavour
Embarrassment
Vulnerability
Integrity
Gratitude
Compassion
Empathy
Kindness
Patience
TRUST
RESEARCH
RESEARCH
Emotional needs
Functional needs
Capabilities and
constraints
In
fl
uences
RESEARCH
Emotional needs
Functional needs
Capabilities and
constraints
In
fl
uences
RESEARCH
Emotional needs
Functional needs
Capabilities and
constraints
In
fl
uences
RESEARCH
Emotional needs
Functional needs
Capabilities and
constraints
In
fl
uences
All those meetings that stop
you getting work done?
They’re the work.
Never let a start go to waste.
Say
Hear
Do
See
Say
Hear
Do
See
DESIGN
DESIGN
Attractive
Easy
Safe
DESIGN
Attractive
Easy
Safe
DESIGN
Attractive
Easy
Safe
EXPERIMENT
EXPERIMENT
Message
Messengers
Channels and
formats
Timing
EXPERIMENT
Message
Messengers
Channels and
formats
Timing
EXPERIMENT
Message
Messengers
Channels and
formats
Timing
EXPERIMENT
Message
Messengers
Channels and
formats
Timing
“A potential customer has to
see a message 7 times before
they’ll be provoked to action”
“You’re overcommunicating”
said no leader ever
REFRAME
Everything is politics.
That doesn’t make it dirty.
“I don’t do politics. My work
should speak for itself.”
It doesn’t. You need to speak
about your work, and you
need other people to speak
about it. Over and over again.
Audree Fletcher - Designing in the dark
Audree Fletcher - Designing in the dark

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Audree Fletcher - Designing in the dark