Presented at the World Information Architecture Day event in February 2015 This was a 10 minute lightning round presentation about how to coach the leader to clearly state the mission of an organization - and how to leverage that to drive innovation in your organization.

1. Align to the Inspirational
Why
@WIAD_DC / #WIADDC
01WORLD IA DAY 2015 PRESENTATION TITLE HERE

2. Today!
Let’s apply best practices of innovation to the field of
information architecture.

3. #1 Cause of Innovation Failure
(& Bad Information Architecture)
No clear
vision for
growth

4. Your Client’s Inspirational Why
Meaningfully
How it solves a real
person’s problem
Unique
Why their venture is
different

5. Why You Need the Inspirational Why
Commander’s Intent – prism for
decision making
Ideas degrade as they move to
delivery – need a lighthouse

6. Coaching
Why does the world need
this?
Why is this venture the
best possible use of your
energy, creativity and
time?
What makes your venture
different?

7. Listen
• Values
• Interesting phrases
• Emotion
“Tell me more”

8. Positive – Neutral Body
• Allow silence / processing
• Hands palms up
• No table between you
• Pen & pencil

9. You Do Not Need
• KPIs
• Numeric Goals
• Tactical Plans
• Generic Statements

10. Examples of Inspirational Why
To change the way people
think about X by doing…
To protect or improve life
for a group of people or
wildlife by causing…
To creatively connect
things that need…
To inspire someone to live
more fully by…

11. Do the Content Objects
Support the Inspirational Why?
 YES!
 Yes, but…
 No

12. Gaps in the Client Offerings
 If “YES!” – Information Architecture &
Marketing Plan
 If “Yes, But” or “No” - Product
Development First

13. THANK YOU.
Please Contact:
Carla Brown
Innovation Consultant, Press the Go Button
carla@pressthegobutton.com | pressgobutton
THANK YOU.
WORLD IA DAY 2015 PRESENTATION TITLE HERE