Seven things I learned at the 2006 AIGA Gain Conference

1. 2006 AIGA
GAIN CONFERENCE
DESIGN MEANS BUSINESS

10. Really Busy

12. Seven Lessons
Brock Ray

13. 1) Breaking Down the Silos
Moira Cullen, Design Director, Coca-Cola North America

15. Brand vs. Design

16. Brand vs. Design
Marketing

17. Brand vs. Design
Marketing Production

18. Brand vs. Design
Marketing Production
Intangible

19. Brand vs. Design
Marketing Production
Intangible Tangible

20. Brand vs. Design
Marketing Production
Intangible Tangible
Value

21. Brand vs. Design
Marketing Production
Intangible Tangible
Value Cost

22. Waste of Time and Money

23. Myth of the Rational Agent

24. 70%
Emotional

26. Move Tangibles to Intangibles

27. Move Tangibles to Intangibles
Create Engagements

28. 4 “P”s

29. 4 “P”s
Product

30. 4 “P”s
Product
Price

31. 4 “P”s
Product
Price
Position

32. 4 “P”s
Product
Price
Position
Place

33. 4 “P”s
Product
Price
Position
Place
Commodities

34. 2 “E”s

35. 2 “E”s
Emotion

36. 2 “E”s
Emotion
Engagement

37. 2 “E”s
Emotion
Engagement
Differentiation

38. How Do We Do It?

39. How Do We Do It?
Stamina & Perseverance

40. How Do We Do It?
Stamina & Perseverance
Personal Relationships

41. How Do We Do It?
Stamina & Perseverance
Personal Relationships
Understand Other Disciplines

42. “Design is the communication between brand partners
and shareholders to define the brand.”
Moira Cullen

43. 2) All Look, No Feel
Michael Hendrix, Tricycle, Inc.
Bo Barber, Nood Floorcovering

44. 1 Carpet Sample = 1 Quart of Oil

46. Environmental Report Card August 2004 – July 2005
SIM from Tricycle™ Alternative Samples Shipped
Gallons of Oil Saved
Pounds of Carpet Not Landfilled
Saved By Manufacturers

47. Environmental Report Card August 2004 – July 2005
SIM from Tricycle™ Alternative Samples Shipped
34,443
Gallons of Oil Saved
Pounds of Carpet Not Landfilled
Saved By Manufacturers

48. Environmental Report Card August 2004 – July 2005
SIM from Tricycle™ Alternative Samples Shipped
34,443
Gallons of Oil Saved 8,611
Pounds of Carpet Not Landfilled
Saved By Manufacturers

49. Environmental Report Card August 2004 – July 2005
SIM from Tricycle™ Alternative Samples Shipped
34,443
Gallons of Oil Saved 8,611
Pounds of Carpet Not Landfilled 51,665
Saved By Manufacturers

50. Environmental Report Card August 2004 – July 2005
SIM from Tricycle™ Alternative Samples Shipped
34,443
Gallons of Oil Saved 8,611
Pounds of Carpet Not Landfilled 51,665
Saved By Manufacturers $4,729,825

51. Nood FloorCovering Green Means Green

52. Old School
Shoppers vs. Designers

53. New Is Cool
Dematerialization and Mass Customization

54. How It Works

55. “Design will fail if it’s only lipstick on a pig.”
Michael Hendrix

56. “If a 73-year old gets [Nood], it’s wrong.”
Bo Barber

57. 3) Execute the Obvious to Rise Above the Competition
Scott Williams, Starwood Hotels

60. Complicated Research Process

61. Complicated Research Process
1. Asked Customers What They Want

62. Complicated Research Process
1. Asked Customers What They Want
2. Listened

63. Complicated Research Process
1. Asked Customers What They Want
2. Listened
3. Did It

64. Heavenly Bed

65. Hard To See The Obvious

66. The Problem With Focus Groups
Focus groups can be used to tell the CEO that what you think is right

67. Ethnography
[eth-'näg-r&-fE]
the scientific description of the customs of individual peoples and cultures

68. What Marketing Ethnographers Learn

69. What Marketing Ethnographers Learn
How the product is used

70. What Marketing Ethnographers Learn
How the product is used
How the product is abused

71. What Marketing Ethnographers Learn
How the product is used
How the product is abused
What are the user’s expectations

72. “Buyers are liars!”
Scott Williams

73. 4) The Business Case for Design
Harry Rich, Design Council, U.K.

74. Trust me. I’m a designer.

75. Trust me. I’m a designer.

76. Business Performance

77. Design Council, U.K.

78. 200%
Share Price Outperformance

79. Don’t Need Exceptional Results

80. I’m a professional who gets results, so trust me.

81. “Without design, companies end up competing on
price alone, and that is a path to be avoided as it
ultimately devalues your product or service.”
Harry Rich

82. 5) Designing in Hostile Territory
Roger Martin, Joseph L. Rotman School of Management, University of Toronto

83. The Fundamental Tension

84. Reliability
Identical Or Consistent Results

85. Validity
Subjective But Accurate Results

86. Reliability vs. Validity

87. Reliability vs. Validity
Enterprise resource planning

88. Reliability vs. Validity
Enterprise resource planning A robust strategy

89. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management

90. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy

91. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM

92. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence

93. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems

94. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems Creativity

95. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems Creativity
Incentive compensation

96. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems Creativity
Incentive compensation Jobs that have meaning

97. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems Creativity
Incentive compensation Jobs that have meaning
Meeting analysts’ quarterly targets

98. Reliability vs. Validity
Enterprise resource planning A robust strategy
Customer relationship management Customer intimacy
Six Sigma and TQM Design excellence
Knowledge management systems Creativity
Incentive compensation Jobs that have meaning
Meeting analysts’ quarterly targets A successful company

99. Five Tools for Designing in Hostile Territory

100. 1) Take Design Unfriendliness as a Design Challenge

101. 2) Empathize with the Unfriendly Elements

102. 3) Speak the Language of Reliability

103. 4) Use Analogies and Stories

104. 5) Bite Off as Little a Piece as Possible to Generate Proof

105. “It's not that corporations don't like or want great
design. It's just that when a validity-oriented design
comes to an important corporate decision gate, the
reliability-oriented question inevitably gets asked: ‘But
can we prove this will work?’ Or, ‘How can we be sure
this will work?’”
Roger Martin

106. 6) Exporting Fast Food to China
LiAnne Yu, Cheskin

107. Pollo Campero

108. What Pollo Campero Found

109. What Pollo Campero Found
1) Chinese Love Pollo Campero Chicken

110. What Pollo Campero Found
1) Chinese Love Pollo Campero Chicken
2) Don’t Know Anything About Guatemala

111. What Pollo Campero Found

112. Proposed Position

113. Proposed Position
1) Cheap Fried Chicken

114. Proposed Position
1) Cheap Fried Chicken
2) Eliminate Guatemalan Visuals

115. Stop

116. Cultural Immersion

117. Cultural Immersion
Ethnographers Who Speak Both Spanish and Mandarin

118. Cultural Immersion
Ethnographers Who Speak Both Spanish and Mandarin
Explore Both Cultures to Identify Similarities

119. What Cheskin Found

120. What Cheskin Found
1) U.S. Fast Food No Longer Aspirational

121. What Cheskin Found
1) U.S. Fast Food No Longer Aspirational
2) Chinese Mourn Loss of Traditional Lifestyle

122. Revised Position

123. Revised Position
1) Casual Dining

124. Revised Position
1) Casual Dining
2) Leverage Latin American Heritage

125. “While we agree that people can’t always directly
describe the product, service or brand they want, they
can describe the functions, economics, feelings and
meanings they value. They can show you how they live
and can point out where their lives could be improved
or enriched.”
LiAnne Yu

126. 7) The SHIFT Report™
Kierstin De West, ci: Conscientious Innovation

127. ci: Conscientious Innovation

128. The SHIFT Report™

130. Time

131. Price

132. Knowledge

133. Pressure

134. Key Findings

135. Key Findings
1) Consumers Want To Be Told How To Live Sustainably

136. Key Findings
1) Consumers Want To Be Told How To Live Sustainably
2) Consumers Want Products That Will Help Them Do That

137. “Brands that understand this consumer and
authentically manifest these values are poised to take
advantage of an increasingly discerning marketplace.”
Kierstin De West

138. End