A presentation at Joint Futures in in Helsinki, Finland by Josh Silverman
BRAND IS PRODUCT IS MARKETING IS OPERATIONS mynameisjoshsilverman.com/jointfutures @jhsilverman
Brand Product Marketing Operations
Brand Product Marketing Operations
HELLO, I’M JOSH @jhsilverman
Harmony Collaboration Rhythm Cadence Silence Whitespace Phrases Gestures Composition Project brief Key Design system @jhsilverman
“The role of a conductor is to enable musicians to be more emotionally expressive, and guide an overall experience” Allegra Martin, PhD Director of College Choirs, College of the Holy Cross Worcester, MA, US @jhsilverman
SC HWADE S I g N 1997–2015 2013– 2019– MAKE BETTER WORK. MAKE WORK BETTER. @jhsilverman
SC HWADE S I g N MAKE BETTER WORK. MAKE WORK BETTER. @jhsilverman
TIMES OF DISCORD @jhsilverman
Laurie Voss @seldo The older I get, the more every problem in tech seems to be a matter of getting humans to work together effectively, and not tech itself. 22 Aug 2017 @jhsilverman
BRAND @jhsilverman OR PRODUCT
Communication designer User experience designer VP design Marketing specialist Service designer Associate creative director Experience architect
Aine Zhou @ZhouAine There are so many disjointed job titles stacked on top of each other. Experience designer. Product Designer. Designer. Art Director. What do they mean? What are the qualities? It seems like the industry is looking for a flying dolphin to do them ALL. 5 Mar 2019 @jhsilverman
PRODUCT @jhsilverman
PRODUCT @jhsilverman
OPERATIONS? MARKETING? PRODUCT BRAND? DEVELOPMENT? @jhsilverman
SIGNS OF (R)EVOLUTION @jhsilverman
BRAND @jhsilverman AND PRODUCT
BRAND @jhsilverman
PRODUCT BRAND @jhsilverman
MARKETING PRODUCT IV BRAND @jhsilverman
OPERATIONS MARKETING PRODUCT IV BRAND @jhsilverman
Parker Henderson @ParkerHendo Product, Engineering, and Design should start on a project at the same time. I WILL die on this hill. 20 Aug 2019 @jhsilverman
SOCIETAL CONTEXT @jhsilverman
“ People now make their own brands – not for a profit, or shareholder value – but for a mission or movement. This shifts power and control to the individual.” Debbie Millman, @debbiemillman Chair, Masters in Branding Program, School of Visual Arts Founder, Design Matters New York, NY, USA @jhsilverman
EVOLUTION STARTS WITH… YOU @jhsilverman
1 LOVE THYSELF @jhsilverman
2 SHARE HOW YOU WORK BEST @jhsilverman
3 BE A MULTIPLIER @jhsilverman
@jhsilverman Source: Tim Brown
@jhsilverman Source: Tim Brown
@jhsilverman
4 CULTIVATE A GROWTH MINDSET @jhsilverman
Source: Carol Dweck
Source: @anatinge
“All life is an experiment. The more experiments you make, the better.” Ralph Waldo Emerson, 1844 @jhsilverman
5 ELEVATE FEEDBACK & CRITIQUE @jhsilverman
“ Design thinking [without critique] is bullshit.” Natasha Jen Partner, Pentagram New York, NY, USA @jhsilverman
Requesting feedback Be clear. Be specific. Direct the level. Direct the conversation. Be open. @jhsilverman
Requesting feedback Be clear. Be specific. Direct the level. Direct the conversation. Be open. @jhsilverman Providing feedback Be clear. Be specific. Be timely. Be focused. Be supportive. Be collaborative. Be inquisitive. Be aware of cadence.
Integrating feedback Self-awareness Empathy Listening Acknowledgement Vulnerability Trust Action @jhsilverman
6 MAKE YOUR PROCESS VISIBLE @jhsilverman
7 BUILD THINGS HUMANELY
Humane Design Guide Use this worksheet to identify opportunities for Humane Technology. What are Human Sensitivities? Product or feature: Human Sensitivites are instincts that are often vulnerable to new technologies. Value proposition: Measure of success: Human Sensitivity Emotional What we feel in our body and in our physical health. Attention How and where we focus our attention. Sensemaking How we integrate what we sense with what we know. Decisionmaking How we align our actions with our intentions. Social Reasoning How we understand and navigate our personal relationships. We are inhibited when What inhibits We are stressed, low on sleep, afraid or emotionally exhausted. • • • • Artificial scarcity Urgency signalling Constant monitoring Optimizing for screentime Design engenders calm, balance, safety, pauses and supports circadian rhythms. Attention is physiologically drawn, overwhelmed or fragmented. • • • • • Constant context switching Many undifferentiated choices Fearful information No stopping cues (e.g. infinite scroll) Unnecessary movement Enabled to bring more focus and mindfulness. Information is fear-based, out of context, confusing, or manipulative. • • • • Facts out of context Over-personalized filters Equating virality with credibility Deceptive authority (ads vs. content) Enabled to consider, learn, express and feel grounded. Intentions and agency are not solicited nor supported. • • • • Avatars to convey authority Stalking ads and messages Push content models Serving preference over intent Enabled to gain agency, purpose, and mobilization of intent. Status, relationships and self-image are manipulated. • • • • Quantified social status Viral sharing Implied obligation Enabling impersonation Enabled to connect more safely and authentically with others. Excluded, divided and mobilized through fear. • • • • SuppressIng views and nuance Enabling ad hominem or hate speech Enabling viral outrage Lack of agreed-upon norms Enabled to develop a sense of belonging and cooperation. Group Dynamics How we navigate larger groups, status, and shared understanding. www.humanetech.com We are supported when Opportunity to improve High Low Now rank the sensitivities 1-6 based on what you now see as the largest opportunities for Humane Design. Then use the second sheet to develop an action statement. Source: CHT
8 BUILD DIVERSE, INCLUSIVE TEAMS @jhsilverman
• Increased financial returns • Smarter • More innovative • Fun @jhsilverman Source: Harvard Business Review
@anatinge
“ Diversity and design share the purpose of creating for someone else. If you’re creating for only one user, you’re not affecting as much change as you could.” Candi Castleberry Singleton, @candi VP of Diversity Partnership Strategy, Twitter San Francisco, CA, USA @jhsilverman
LET’S DO THIS @jhsilverman
“The performance of a piece of music is not the goal, it’s a vehicle for the audience. Inspiration is the goal.” Edwin Outwater Conductor Chicago, IL, US @jhsilverman
THANK YOU mynameisjoshsilverman.com/jointfutures @jhsilverman
Q&A mynameisjoshsilverman.com/jointfutures @jhsilverman
How is music like design? Why do teams start out more integrated and aligned, and how do things get messed up along the way? When you create a world that previously hasn’t existed, how do you keep it orbiting together as it grows? As it turns out, it’s the context of work that makes a huge difference. If you want to create a truly intentional and conscious experience, you’ll need to pay the most attention to design operations, design systems, socio-cultural programs, the end-to-end employee experience, and more. In this talk we’ll see how people persist more than products, so you’ll learn proven methods for paying more attention to this layer. Especially at this critical moment in society and on our planet, now is a terrific time to focus on the integration and intersectionality of teams.
for free. You
can too.