SlideShare a Scribd company logo
1 of 73
th of Slick
         Re bir                      hy It Will
                           ool, and W
             y Des ign is c       r Company
           Wh            Love  You
           Ma ke Pe ople



   Kelsey Ruger
Thursday, October 15, 2009
In the early 1990s, while hard-
                             core rap artists like Dr. Dre and
                             Tupac dominated the charts,
                             Digable Planets chose a road
                             that ignored gangsta culture.




Thursday, October 15, 2009
DIGABLE PLANETS DIDN’T
                                   SET OUT TRYING TO


                               CREATE
                                  SOMETHING THAT WAS


                                COOL
Thursday, October 15, 2009
DIGABLE PLANETS DIDN’T
                                   SET OUT TRYING TO


                               CREATE
                                  SOMETHING THAT WAS


                                COOL
Thursday, October 15, 2009
ers have that
                              ese ch  aract
                   stics do th          erican cool?
           aracteri       dimen t of Am
   What ch          embo
     ade them the
   m
Thursday, October 15, 2009
BEYOND THE EXTERNAL WHAT

                                          subject:
                                                     m. brando
                                                                    - a0043




                                                                              n- 789s4
       are inspired by cool?                                         j. dea
                                                           su bject:
                               subje
                                    ct:
                                            c. gr
                                                 ant -
                                                         0043
                                                                4




Thursday, October 15, 2009
BEYOND THE EXTERNAL WHAT

  THREE                                   subject:
                                                     m. brando
                                                                    - a0043



  IDEASare inspired by cool?                                  bject:
                                                                     j. dea
                                                                              n- 789s4

                                                           su
                               subje
                                    ct:
                                            c. gr
                                                 ant -
                                                         0043
                                                                4




Thursday, October 15, 2009
FOLLOW YOUR OWN PATH




Thursday, October 15, 2009
BE REALLY DIFFERENT.. REALLY




Thursday, October 15, 2009
TAKE CALCULATED RISKS


Thursday, October 15, 2009
WHAT DOES THIS MEAN

                             FOR US?



Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
Thursday, October 15, 2009
TS?
                                UL
                              ES
Thursday, October 15, 2009
                             R
WE OFTEN CONFUSE THE PROCESS OF
                             DESIGN THINKING


                                   WITH THE ACT OF
                                   DESIGN DOING
Thursday, October 15, 2009
Thursday, October 15, 2009
WHICH COMPANIES HAVE A COOL FACTOR?
                                 Dell             Toyota         CVS Pharmacy
                                Apple              BMW                MTV
                                 HEB             Amazon               Costco
                              Microsoft      Proctor & Gamble         Zappos
                                Sears               Nike         Corning Industries
                                Disney           Converse             Target
                             General Mills     J.C. Penney        Dow Chemical
                              Starbucks          Walmart              Equifax
                             Office Depot        Haliburton         Estee Lauder
                             Grey Goose         Continental            IKEA
                        American Airlines      Virgin Airlines    General Electric
                              Panasonic           Boeing              Google




Thursday, October 15, 2009
WHICH COMPANIES HAVE A COOL FACTOR?
                                 Dell             Toyota         CVS Pharmacy
                                Apple              BMW                MTV
                                 HEB             Amazon               Costco
                              Microsoft      Proctor & Gamble         Zappos
                                Sears               Nike         Corning Industries
                                Disney           Converse             Target
                             General Mills     J.C. Penney        Dow Chemical
                              Starbucks          Walmart              Equifax
                             Office Depot        Haliburton         Estee Lauder
                             Grey Goose         Continental            IKEA
                        American Airlines      Virgin Airlines    General Electric
                              Panasonic           Boeing              Google




Thursday, October 15, 2009
ARE YOUR GOALS TOO
         REASONABLE?
                                                  sounds
                                                  mediocre


                                                                         ugh?

                    what if
                    it’s new?                        r nee ds
                                           usto me
                                1. Meet c                market
                                              t ime to                     how about
                                 2. R e duce                               eliminating
                                                     o urces
                                          m ize res                        them?
                                  3. Opti                     ar riers
                                                      tional b
                                            ce func
                                   5. Re du                  culture
       uh... yeah                                 o rporate
                                    6. Ch ange c
       right




Thursday, October 15, 2009
WD            D
                             WHAT DID APPLE DO?




Thursday, October 15, 2009
WW             D
                             WHAT WOULD APPLE DO?




Thursday, October 15, 2009
These companies don’t have enduring relevant bands
   because of short sighted, gimmicky campaigns, a dash
                of bling or a viral web site.
Thursday, October 15, 2009
Relevance creates long
                             term value.




Thursday, October 15, 2009
RELEVANCE
       IS COOL



                                 *   *


                             *
Thursday, October 15, 2009
You can’t buy or borrow cool from a brand
                               it has to be designed in. Don’t look for it
                                           on the outside. Be authentic.




                                                    WHERE IS THAT WILL MAKE
                                                    YOUR PRODUCT THE “IPOD” OF
                                                    YOUR INDUSTRY?




Thursday, October 15, 2009
BRAND IS DESIGNED WHEN YOU TAKE
                              SUBSTANTIAL RISK
                                   AND FACE THE POSSIBILITY OF
                                      REAL FAILURE




Thursday, October 15, 2009
WHEN YOU SPEND TIME
                       CHASING COOL
                              YOU DON’T DO THE THINGS THAT

                             MAKE YOU COOL


Thursday, October 15, 2009
inspired
                              by cool



Thursday, October 15, 2009
Chasing
                             Cool




Thursday, October 15, 2009
THE TRANSITION FROM CHASING
                             DESIGN DOING
                             TO BEING INSPIRED BY SOLID

                     DESIGN THINKING




Thursday, October 15, 2009
DESIGN IS THE
                             FUNDAMENTAL SOUL
                                OF THE COMPANY
                                 THAT EXPRESSES
                             ITSELF THROUGH AN
                                END RESULT - THE
                                        PRODUCT
                                        - Steve Jobs
Thursday, October 15, 2009
far too n arrowly.
               ple defin e design
       Most peo
Thursday, October 15, 2009
BEAUT

                             WHAT YOU SEE
                             IS NOT WHAT YOU GET
Thursday, October 15, 2009
DESIGN IS THE
         entire experience                  PURPOSE




                               FEEL                         DELIVERY




                                            AESTHETIC

                                        2
                 not just                               3

                  this
                             FUNCTION                       SERVICE




                                             BRAND



Thursday, October 15, 2009
Usability + Function + Significance




Thursday, October 15, 2009
DESIGN THINKING
                             IS NOT AN EVENT
                             IT’S A PROCESS


Thursday, October 15, 2009
Simply Chasing cool is a really
          bad idea; inspired by cool is a
          great idea. Don’t do it because
          you research it, do it because
          you breathe it.
                             - Russell Simmons




                               KING LO OK LIKE?
              OES DES IGN THIN
       WHAT D
Thursday, October 15, 2009
Simply Chasing design is a
                             really bad idea; inspired by
                             design is a great idea. Don’t do
                             it because you research it, do it
                             because you breathe it.




Thursday, October 15, 2009
THEY ALWAYS TREAT
                DESIGN AS A PROCESS


                                      NOT AS AN EVENT
Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION

                             1




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION


                             1              2




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION


                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATION

                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATION

                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATION

                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS

          INSPIRATION            IDEATION       ACTION       INNOVATION

                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS
              here


          INSPIRATION            IDEATION       ACTION       INNOVATION

                             1              2            3




Thursday, October 15, 2009
DESIGN HAPPENS THROUGHOUT THE

    CREATIVE PROCESS
              here


          INSPIRATION            IDEATION       ACTION              INNOVATION

                             1              2            3




                                                             and here

Thursday, October 15, 2009
DON’T FAVOR PRODUCTION
                             OVER DESIGN



Thursday, October 15, 2009
People talk about their functions in the
                             organization. Human organizations are not
                               at all like mechanisms. I mean they have
                               hierarchies, responsibilities and different
                               roles - but a human organization is much
                                                 more like an organism.




                                          PROCESS TELLS US HOW TO
                                          BUILD. IT DOESN’T HELP WITH
                                          WHAT TO BUILD.




Thursday, October 15, 2009
DON’T DEPEND HEAVILY ON METRICS OR
                             COMMON WISDOM



Thursday, October 15, 2009
BECOME OVERLY

      CONSERVATIVE
                                              OBSESSED
                                               WITH MEETING THE NUMBERS
       EMOTIONALLY AND ANALYTICALLY

        DETACHED
                             WOULD RATHER
                             BUY SUCCESS
                                INSTEAD OF EARNING IT



       EMPHASIZE THE

        WRONG HEROES
Thursday, October 15, 2009
DON’T LEAD WITH EFFICIENCY AND
                             CUT COSTS LATER



Thursday, October 15, 2009
DON’T
                             SPEND ALOT
                                 JUST DO
                                 WHAT ACME DID
                              THAT DOESN’T
                              FIT OUR PROCESS
                                DON’T
                               SCREW THIS UP




Thursday, October 15, 2009
BAKE DESIGN INTO THE CORE & BUILD
                             EXPERIENCE OUT



Thursday, October 15, 2009
WHAT’S THE BEST PART OF AN

                             APPLE PIE?




Thursday, October 15, 2009
Make It
    Meaningful
                             Tell me a
                              engaging
                               story




   I like
experiences                    Looks
                             matter but
                             how I feel
                              matters
                               more




    CONSUMER MINDSET:

    THE PLAN
Thursday, October 15, 2009
BE CAPABLE OF TELLING A

                      MEANINGFUL STORY
                              ABOUT YOUR BRAND OR COMPANY




Thursday, October 15, 2009
A GOOD STORY
                             ILLUSTRATES HUMAN EMOTION




Thursday, October 15, 2009
The “values in action”
                                              The “vision”
                 stories
                                                   stories


                “why am I here”              The “val ues in action”
            The                                               stories
                       stories


                                             Th e “who am I”
                                         ”
   The “I k now what yo
                        u are thinking
                                                     Stories
                             stories




                                              CAN YOU
                                                  THESE STORIES?

Thursday, October 15, 2009
DON’T TRY TO MIMIC THE

                             ACTION TAKEN
                                 LOOK TO BE INSPIRED BY THE

                             INTENDED MOTIVE


Thursday, October 15, 2009
Treating
                                        design as
                                         a veneer

          You create
           “objects”
          instead of         IT’S USUALLY A
          experience         VICIOUS CYCLE            Design isn’t
                                THAT IGNORES DESIGN    a part of
                                                       every role

                                   The
                               experience
                                  isn’t
                                designed

Thursday, October 15, 2009
DON’T OUTSOURCE

                             VISION

                                   DON’T BE A SLAVE TO

                                   TODAY’S TRENDS

Thursday, October 15, 2009
DON’T

                             FOLLOW
                             YOUR CUSTOMERS

                             LEAD THEM



Thursday, October 15, 2009
YOU MAY NOT GET YOUR ANSWER
  FROM ASKING BUT YOU CAN GET
  IT FROM OBSERVING




Thursday, October 15, 2009
FOCUS ON SOLVING

                             HUMAN NEEDS
                                   INSTEAD OF

                  TECHNICAL PROBLEMS



Thursday, October 15, 2009
TEACH

                             AUTHENTICITY



Thursday, October 15, 2009
DON’T END WITH THE

                             INSIGHTS
                             GREAT IDEAS LEAD TO

                             ANSWERS


Thursday, October 15, 2009
Thursday, October 15, 2009
Thanks Again!




                                       Kelsey Ruger

                                   http://www.themoleskin.com
                               http://www.twitter.com/themoleskin
                             http://www.linkedin.com/in/kelseyruger




Thursday, October 15, 2009

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Rebirth of Slick: Why Design Is Cool and Why It Will Make People Love Your Company

  • 1. th of Slick Re bir hy It Will ool, and W y Des ign is c r Company Wh Love You Ma ke Pe ople Kelsey Ruger Thursday, October 15, 2009
  • 2. In the early 1990s, while hard- core rap artists like Dr. Dre and Tupac dominated the charts, Digable Planets chose a road that ignored gangsta culture. Thursday, October 15, 2009
  • 3. DIGABLE PLANETS DIDN’T SET OUT TRYING TO CREATE SOMETHING THAT WAS COOL Thursday, October 15, 2009
  • 4. DIGABLE PLANETS DIDN’T SET OUT TRYING TO CREATE SOMETHING THAT WAS COOL Thursday, October 15, 2009
  • 5. ers have that ese ch aract stics do th erican cool? aracteri dimen t of Am What ch embo ade them the m Thursday, October 15, 2009
  • 6. BEYOND THE EXTERNAL WHAT subject: m. brando - a0043 n- 789s4 are inspired by cool? j. dea su bject: subje ct: c. gr ant - 0043 4 Thursday, October 15, 2009
  • 7. BEYOND THE EXTERNAL WHAT THREE subject: m. brando - a0043 IDEASare inspired by cool? bject: j. dea n- 789s4 su subje ct: c. gr ant - 0043 4 Thursday, October 15, 2009
  • 8. FOLLOW YOUR OWN PATH Thursday, October 15, 2009
  • 9. BE REALLY DIFFERENT.. REALLY Thursday, October 15, 2009
  • 11. WHAT DOES THIS MEAN FOR US? Thursday, October 15, 2009
  • 16. TS? UL ES Thursday, October 15, 2009 R
  • 17. WE OFTEN CONFUSE THE PROCESS OF DESIGN THINKING WITH THE ACT OF DESIGN DOING Thursday, October 15, 2009
  • 19. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google Thursday, October 15, 2009
  • 20. WHICH COMPANIES HAVE A COOL FACTOR? Dell Toyota CVS Pharmacy Apple BMW MTV HEB Amazon Costco Microsoft Proctor & Gamble Zappos Sears Nike Corning Industries Disney Converse Target General Mills J.C. Penney Dow Chemical Starbucks Walmart Equifax Office Depot Haliburton Estee Lauder Grey Goose Continental IKEA American Airlines Virgin Airlines General Electric Panasonic Boeing Google Thursday, October 15, 2009
  • 21. ARE YOUR GOALS TOO REASONABLE? sounds mediocre ugh? what if it’s new? r nee ds usto me 1. Meet c market t ime to how about 2. R e duce eliminating o urces m ize res them? 3. Opti ar riers tional b ce func 5. Re du culture uh... yeah o rporate 6. Ch ange c right Thursday, October 15, 2009
  • 22. WD D WHAT DID APPLE DO? Thursday, October 15, 2009
  • 23. WW D WHAT WOULD APPLE DO? Thursday, October 15, 2009
  • 24. These companies don’t have enduring relevant bands because of short sighted, gimmicky campaigns, a dash of bling or a viral web site. Thursday, October 15, 2009
  • 25. Relevance creates long term value. Thursday, October 15, 2009
  • 26. RELEVANCE IS COOL * * * Thursday, October 15, 2009
  • 27. You can’t buy or borrow cool from a brand it has to be designed in. Don’t look for it on the outside. Be authentic. WHERE IS THAT WILL MAKE YOUR PRODUCT THE “IPOD” OF YOUR INDUSTRY? Thursday, October 15, 2009
  • 28. BRAND IS DESIGNED WHEN YOU TAKE SUBSTANTIAL RISK AND FACE THE POSSIBILITY OF REAL FAILURE Thursday, October 15, 2009
  • 29. WHEN YOU SPEND TIME CHASING COOL YOU DON’T DO THE THINGS THAT MAKE YOU COOL Thursday, October 15, 2009
  • 30. inspired by cool Thursday, October 15, 2009
  • 31. Chasing Cool Thursday, October 15, 2009
  • 32. THE TRANSITION FROM CHASING DESIGN DOING TO BEING INSPIRED BY SOLID DESIGN THINKING Thursday, October 15, 2009
  • 33. DESIGN IS THE FUNDAMENTAL SOUL OF THE COMPANY THAT EXPRESSES ITSELF THROUGH AN END RESULT - THE PRODUCT - Steve Jobs Thursday, October 15, 2009
  • 34. far too n arrowly. ple defin e design Most peo Thursday, October 15, 2009
  • 35. BEAUT WHAT YOU SEE IS NOT WHAT YOU GET Thursday, October 15, 2009
  • 36. DESIGN IS THE entire experience PURPOSE FEEL DELIVERY AESTHETIC 2 not just 3 this FUNCTION SERVICE BRAND Thursday, October 15, 2009
  • 37. Usability + Function + Significance Thursday, October 15, 2009
  • 38. DESIGN THINKING IS NOT AN EVENT IT’S A PROCESS Thursday, October 15, 2009
  • 39. Simply Chasing cool is a really bad idea; inspired by cool is a great idea. Don’t do it because you research it, do it because you breathe it. - Russell Simmons KING LO OK LIKE? OES DES IGN THIN WHAT D Thursday, October 15, 2009
  • 40. Simply Chasing design is a really bad idea; inspired by design is a great idea. Don’t do it because you research it, do it because you breathe it. Thursday, October 15, 2009
  • 41. THEY ALWAYS TREAT DESIGN AS A PROCESS NOT AS AN EVENT Thursday, October 15, 2009
  • 42. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS Thursday, October 15, 2009
  • 43. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION 1 Thursday, October 15, 2009
  • 44. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION 1 2 Thursday, October 15, 2009
  • 45. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION 1 2 3 Thursday, October 15, 2009
  • 46. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  • 47. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  • 48. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  • 49. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  • 50. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 Thursday, October 15, 2009
  • 51. DESIGN HAPPENS THROUGHOUT THE CREATIVE PROCESS here INSPIRATION IDEATION ACTION INNOVATION 1 2 3 and here Thursday, October 15, 2009
  • 52. DON’T FAVOR PRODUCTION OVER DESIGN Thursday, October 15, 2009
  • 53. People talk about their functions in the organization. Human organizations are not at all like mechanisms. I mean they have hierarchies, responsibilities and different roles - but a human organization is much more like an organism. PROCESS TELLS US HOW TO BUILD. IT DOESN’T HELP WITH WHAT TO BUILD. Thursday, October 15, 2009
  • 54. DON’T DEPEND HEAVILY ON METRICS OR COMMON WISDOM Thursday, October 15, 2009
  • 55. BECOME OVERLY CONSERVATIVE OBSESSED WITH MEETING THE NUMBERS EMOTIONALLY AND ANALYTICALLY DETACHED WOULD RATHER BUY SUCCESS INSTEAD OF EARNING IT EMPHASIZE THE WRONG HEROES Thursday, October 15, 2009
  • 56. DON’T LEAD WITH EFFICIENCY AND CUT COSTS LATER Thursday, October 15, 2009
  • 57. DON’T SPEND ALOT JUST DO WHAT ACME DID THAT DOESN’T FIT OUR PROCESS DON’T SCREW THIS UP Thursday, October 15, 2009
  • 58. BAKE DESIGN INTO THE CORE & BUILD EXPERIENCE OUT Thursday, October 15, 2009
  • 59. WHAT’S THE BEST PART OF AN APPLE PIE? Thursday, October 15, 2009
  • 60. Make It Meaningful Tell me a engaging story I like experiences Looks matter but how I feel matters more CONSUMER MINDSET: THE PLAN Thursday, October 15, 2009
  • 61. BE CAPABLE OF TELLING A MEANINGFUL STORY ABOUT YOUR BRAND OR COMPANY Thursday, October 15, 2009
  • 62. A GOOD STORY ILLUSTRATES HUMAN EMOTION Thursday, October 15, 2009
  • 63. The “values in action” The “vision” stories stories “why am I here” The “val ues in action” The stories stories Th e “who am I” ” The “I k now what yo u are thinking Stories stories CAN YOU THESE STORIES? Thursday, October 15, 2009
  • 64. DON’T TRY TO MIMIC THE ACTION TAKEN LOOK TO BE INSPIRED BY THE INTENDED MOTIVE Thursday, October 15, 2009
  • 65. Treating design as a veneer You create “objects” instead of IT’S USUALLY A experience VICIOUS CYCLE Design isn’t THAT IGNORES DESIGN a part of every role The experience isn’t designed Thursday, October 15, 2009
  • 66. DON’T OUTSOURCE VISION DON’T BE A SLAVE TO TODAY’S TRENDS Thursday, October 15, 2009
  • 67. DON’T FOLLOW YOUR CUSTOMERS LEAD THEM Thursday, October 15, 2009
  • 68. YOU MAY NOT GET YOUR ANSWER FROM ASKING BUT YOU CAN GET IT FROM OBSERVING Thursday, October 15, 2009
  • 69. FOCUS ON SOLVING HUMAN NEEDS INSTEAD OF TECHNICAL PROBLEMS Thursday, October 15, 2009
  • 70. TEACH AUTHENTICITY Thursday, October 15, 2009
  • 71. DON’T END WITH THE INSIGHTS GREAT IDEAS LEAD TO ANSWERS Thursday, October 15, 2009
  • 73. Thanks Again! Kelsey Ruger http://www.themoleskin.com http://www.twitter.com/themoleskin http://www.linkedin.com/in/kelseyruger Thursday, October 15, 2009