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@scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
Hooray, I’m a content strategist! #VMT
#VMT Now what?
CONTENT
 PROBLEM
 AVALANCHE!
#VMT Why […] ? (x infinity)
I don’t know. #VMT
#VMT
I don’t understand. #VMT
Never delegate understanding. - Charles Eames
Clarity is empowering. #VMT
#VMT
Stop. Step back. Abstract. #VMT
V M T
TMV TMV V M T
VISION MISSION TARGETS V M T V M T
VISION MISSION TARGETS V M T Business V M T
VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business
VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand
VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand Organization Project Context
Stop. Step back. Abstract. #VMT
An Interlude:! 5 PROJECTS FROM HELL #VMT
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE The Grilled Cheese
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE The Sales Project
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE The Technical Founder
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE The We Need To Be on Pinterest
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE
VISION MISSION TARGETS VOICE MESSAGE TONE The C-Suite
VISION
Visions are realized.
Clear visions are ambitious.
Rework p. 44, 2010 When you don’t know what you believe, everything becomes an argument. - Jason Fried and David Heinemeie...
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
Manifesto TOOL
WHO needs WHAT because WHY Problem Statement Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitn...
VOICE
A voice is found.
A clear voice is unique.
As predicted in her closing plenary at the 2013 IA Summit In 30 years... ! Every business is digital. ! Every business is ...
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
A really good name. FOCUS ON:
A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.- Jeff Bridges is The Dude The Big Lebowski
Elevator Pitch Workshop TOOL
Theme Audit TOOL Select a group of key pages/ documents (10-30) and highlight common themes in different colors.
MISSIONMISSION
Missions are accomplished.
Clear missions have an end.
There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer #VMT
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
Concept Modeling TOOL Give the abstract more substance with a structured diagram focused on relationships.
MoSCoW TECHNIQUE
MoSCoW TECHNIQUE Must Include
MoSCoW TECHNIQUE Must Include Should Include (if it’s easy)
MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way)
MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way) Won’t Include (in this ...
Good start: UIE article on “short form creative brief” CREATIVE BRIEFS TOOL
MESSAGE
A message is designed.
A clear message has structure.
People who think well, write well. ! Woolly minded people write woolly memos, woolly letters and woolly speeches. - David ...
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
Message Architecture TECHNIQUE
Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE
CORE + PATHS DIAGRAM TECHNIQUE
TARGETS
Targets are chosen.
Clear targets are specific.
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
PERSONAS TOOL
It’s 3 a.m. Do you know how many domains your organization has registered? CHANNEL INVENTORY TOOL
TONE
Tone is responsive.
Clear tone is appropriate.
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
EMPATHY MAP TOOL THINKING FEELING HEARING SEEING DOING
I don’t understand. #VMT
VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
That’s all. Thank you. #VMT
?Questions? kubie.co/vmt #VMT
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
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Design like a Content Strategist

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My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt

This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak.

The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.

Publicada em: Design
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Design like a Content Strategist

  1. @scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
  2. Hooray, I’m a content strategist! #VMT
  3. #VMT Now what?
  4. CONTENT
 PROBLEM
 AVALANCHE!
  5. #VMT Why […] ? (x infinity)
  6. I don’t know. #VMT
  7. #VMT
  8. I don’t understand. #VMT
  9. Never delegate understanding. - Charles Eames
  10. Clarity is empowering. #VMT
  11. #VMT
  12. Stop. Step back. Abstract. #VMT
  13. V M T
  14. TMV TMV V M T
  15. VISION MISSION TARGETS V M T V M T
  16. VISION MISSION TARGETS V M T Business V M T
  17. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business
  18. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand
  19. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand Organization Project Context
  20. Stop. Step back. Abstract. #VMT
  21. An Interlude:! 5 PROJECTS FROM HELL #VMT
  22. VISION MISSION TARGETS VOICE MESSAGE TONE
  23. VISION MISSION TARGETS VOICE MESSAGE TONE
  24. VISION MISSION TARGETS VOICE MESSAGE TONE The Grilled Cheese
  25. VISION MISSION TARGETS VOICE MESSAGE TONE
  26. VISION MISSION TARGETS VOICE MESSAGE TONE
  27. VISION MISSION TARGETS VOICE MESSAGE TONE The Sales Project
  28. VISION MISSION TARGETS VOICE MESSAGE TONE
  29. VISION MISSION TARGETS VOICE MESSAGE TONE
  30. VISION MISSION TARGETS VOICE MESSAGE TONE The Technical Founder
  31. VISION MISSION TARGETS VOICE MESSAGE TONE
  32. VISION MISSION TARGETS VOICE MESSAGE TONE
  33. VISION MISSION TARGETS VOICE MESSAGE TONE The We Need To Be on Pinterest
  34. VISION MISSION TARGETS VOICE MESSAGE TONE
  35. VISION MISSION TARGETS VOICE MESSAGE TONE
  36. VISION MISSION TARGETS VOICE MESSAGE TONE The C-Suite
  37. VISION
  38. Visions are realized.
  39. Clear visions are ambitious.
  40. Rework p. 44, 2010 When you don’t know what you believe, everything becomes an argument. - Jason Fried and David Heinemeier Hansson
  41. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  42. Manifesto TOOL
  43. WHO needs WHAT because WHY Problem Statement Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem- putting-purpose-back-into-your-projects TOOL
  44. VOICE
  45. A voice is found.
  46. A clear voice is unique.
  47. As predicted in her closing plenary at the 2013 IA Summit In 30 years... ! Every business is digital. ! Every business is in the user experience business. - Karen McGrane
  48. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  49. A really good name. FOCUS ON:
  50. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  51. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  52. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  53. I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.- Jeff Bridges is The Dude The Big Lebowski
  54. Elevator Pitch Workshop TOOL
  55. Theme Audit TOOL Select a group of key pages/ documents (10-30) and highlight common themes in different colors.
  56. MISSIONMISSION
  57. Missions are accomplished.
  58. Clear missions have an end.
  59. There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer #VMT
  60. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  61. Concept Modeling TOOL Give the abstract more substance with a structured diagram focused on relationships.
  62. MoSCoW TECHNIQUE
  63. MoSCoW TECHNIQUE Must Include
  64. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy)
  65. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way)
  66. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way) Won’t Include (in this version, at least)
  67. Good start: UIE article on “short form creative brief” CREATIVE BRIEFS TOOL
  68. MESSAGE
  69. A message is designed.
  70. A clear message has structure.
  71. People who think well, write well. ! Woolly minded people write woolly memos, woolly letters and woolly speeches. - David Ogilvy
  72. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  73. Message Architecture TECHNIQUE
  74. Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE
  75. CORE + PATHS DIAGRAM TECHNIQUE
  76. TARGETS
  77. Targets are chosen.
  78. Clear targets are specific.
  79. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  80. PERSONAS TOOL
  81. It’s 3 a.m. Do you know how many domains your organization has registered? CHANNEL INVENTORY TOOL
  82. TONE
  83. Tone is responsive.
  84. Clear tone is appropriate.
  85. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  86. EMPATHY MAP TOOL THINKING FEELING HEARING SEEING DOING
  87. I don’t understand. #VMT
  88. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  89. That’s all. Thank you. #VMT
  90. ?Questions? kubie.co/vmt #VMT

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