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DEFINITION OF NEW PARTNERSHIPS:
A PRESENTATION IN FOUR ACTS
#BigD12 #NewPartners | June 1, 2012




       © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
First Things First…




He’s Ezra Englebardt.                                    He’s Timothy Parcell.
He’s the Brand Strategist.                               He’s the Experience
He’s a 1994 graduate of                                  Designer.
Space Camp in Huntsville,                                He’s still regretting finishing
Alabama.                                                 6th in his State Spelling Bee.


   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                                     2
Just In Case We Say Something Awesome…




                @ezra802                              @freescribbles




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                    3
We Work At A Cool Place…




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   4
We Work At A Cool Place…




A Customer Experience Company.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   5
We Work At A Cool Place…




Positioned at the intersection of design,
 strategy, technology and marketing.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   6
Now That We’ve Covered The Formalities…




                  Who’s in the audience?




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   7
Now That We’ve Covered the Formalities…




      Art Directors or Copywriters?




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   8
Now That We’ve Covered the Formalities…




                                     Please leave.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   9
Today’s Program



 Act 1: Meeting the Problem




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   10
Today’s Program



 Act 1: Meeting the Problem
 Act 2: Building the Experiences




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   11
Today’s Program



 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   12
Today’s Program



 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures
 Act 4: Learning the Tactics




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   13
Today’s Program



 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures
 Act 4: Learning the Tactics
 Encore: Answering the Questions



   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   14
Act 1: Meeting the Problem




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   15
Why are we here?




                  Brands face challenges.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   16
Why are we here?




                         We like challenges.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   17
Why are we here?




       Old and busted doesn’t work.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   18
Why are we here?




Customers expect more from brands.
       They want active experiences.




 © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   19
What’s going on?




   Customers are getting smarter.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   20
What’s going on?




                                           Oh, Crap.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL    21
What’s going on?




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   22
What’s going on?




There is more NOISE coming through.
        And signals are being missed.




  © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   23
What’s going on?




 The audience is getting smarter.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   24
What’s going on?




There is more NOISE coming through.
        And signals are being missed.




  © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   25
What’s going on?




             Products are all the same.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   26
What’s going on?




WARBY PARKER/LENSCRAFTERS




 © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   27
What’s going on?




 It is the experience that matters.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   28
Act 2: Building the Experiences




© COPYRIGHT 2011 SAPIENT CORPORATION | CONFIDENTIAL   29
First...




Understand the customers at two levels.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   30
Two Levels?




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   31
Two Levels?



Yes.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   32
Two Levels?



Yes.

• As members of a community (a demographic, a
 psychographic or fancy market segment.)




    © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   33
Two Levels?



Yes.

• As members of a community (a demographic, a
 psychographic or fancy market segment.)
• As an individual (with habits, behaviors and
 needs.)




    © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   34
How?


We work together.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   35
How?


We work together.
We carve out our places.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   36
How?


We work together.
We carve out our places.
   Our Roles
   Our Activities
   Our Approaches
   Our Ways of Thinking
   The Process We Work In
    © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   37
And most importantly…




                       We work in tandem.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   38
More About These Guys…




As a Brand Strategist,                                  As an Experience
he uncovers what                                        Designer, he translates
people want to achieve.                                 what people want into
                                                        how they will achieve it.



  © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                               39
That’s Nice. What Do They Really Do?




•       Conduct user                                      •   Conduct user
        research                                              research
•       Write briefs                                      •   Interpret briefs
•       Provide insight                                   •   Generate Concepts
•       Ensure design                                     •   Design directions
        direction
    © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                           40
Wait a minute…



That first bullet point was the same.

 User research is a critical tool of both disciplines.
 It is not a primary deliverable.
 The way we listen and our approach is different:
    Brand Strategist process in emotional terms and generate insight
     about why people behave the way they behave.
    Experience Designers process in rational terms and build
     experiences (from retail to web to mobile) that align with the way
     people behave.

     © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                  41
Have We Confused You Yet?



Beyond roles, activities and approaches, we
need to think differently at different times:




    © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   42
Have We Confused You Yet?



Beyond roles, activities and approaches, we
need to think differently at different times:

Some times we’re divergent — exploring many possible
solutions.




     © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   43
Have We Confused You Yet?



Beyond roles, activities and approaches, we
need to think differently at different times:

Some times we’re convergent — focusing on the right
solution.




     © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   44
WTF! These guys again!?




         Orange                                       Blue




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL          45
Enter the process



Discover                              Design               Test   Optimize




     © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL                     46
Act 3: Seeing the Adventures




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   47
Where’s all the work?




Sorry, all the client case studies can’t be
                                         shown here.




   © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   48
Defining New Partnerships
Defining New Partnerships
Defining New Partnerships
Act 4: Learning the Tactics




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   52
Can anybody…




         Find me somebody to love...




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   53
And then…




                                                  Trust.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL        54
It’s not about the Benjamins…




                                   Work for free.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   55
Find New Situations




                             Work on pitches.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   56
Give Your Time.




          Work on pro bono projects.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   57
Find New Situations




                             Subtract a Week.
                                        Add Stress.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   58
Learn from Nike…




                                         Just Do It.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL    59
Repeat.




                                               Repeat.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL      60
Repeat.




                                               Repeat.
                                               Repeat.




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL      61
Encore: Answering the Questions




© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL   62
THANK YOU
       #BIGD12 #NEWPARTNERS




  Ezra                 Timothy
Englebardt              Parcell
@ezra802             @freescribbles

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Defining New Partnerships

  • 1. DEFINITION OF NEW PARTNERSHIPS: A PRESENTATION IN FOUR ACTS #BigD12 #NewPartners | June 1, 2012 © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
  • 2. First Things First… He’s Ezra Englebardt. He’s Timothy Parcell. He’s the Brand Strategist. He’s the Experience He’s a 1994 graduate of Designer. Space Camp in Huntsville, He’s still regretting finishing Alabama. 6th in his State Spelling Bee. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2
  • 3. Just In Case We Say Something Awesome… @ezra802 @freescribbles © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 3
  • 4. We Work At A Cool Place… © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 4
  • 5. We Work At A Cool Place… A Customer Experience Company. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 5
  • 6. We Work At A Cool Place… Positioned at the intersection of design, strategy, technology and marketing. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 6
  • 7. Now That We’ve Covered The Formalities… Who’s in the audience? © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 7
  • 8. Now That We’ve Covered the Formalities… Art Directors or Copywriters? © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 8
  • 9. Now That We’ve Covered the Formalities… Please leave. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 9
  • 10. Today’s Program  Act 1: Meeting the Problem © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 10
  • 11. Today’s Program  Act 1: Meeting the Problem  Act 2: Building the Experiences © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 11
  • 12. Today’s Program  Act 1: Meeting the Problem  Act 2: Building the Experiences  Act 3: Seeing the Adventures © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 12
  • 13. Today’s Program  Act 1: Meeting the Problem  Act 2: Building the Experiences  Act 3: Seeing the Adventures  Act 4: Learning the Tactics © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 13
  • 14. Today’s Program  Act 1: Meeting the Problem  Act 2: Building the Experiences  Act 3: Seeing the Adventures  Act 4: Learning the Tactics  Encore: Answering the Questions © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14
  • 15. Act 1: Meeting the Problem © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 15
  • 16. Why are we here? Brands face challenges. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 16
  • 17. Why are we here? We like challenges. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 17
  • 18. Why are we here? Old and busted doesn’t work. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 18
  • 19. Why are we here? Customers expect more from brands. They want active experiences. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 19
  • 20. What’s going on? Customers are getting smarter. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 20
  • 21. What’s going on? Oh, Crap. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 21
  • 22. What’s going on? © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 22
  • 23. What’s going on? There is more NOISE coming through. And signals are being missed. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 23
  • 24. What’s going on? The audience is getting smarter. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 24
  • 25. What’s going on? There is more NOISE coming through. And signals are being missed. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 25
  • 26. What’s going on? Products are all the same. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 26
  • 27. What’s going on? WARBY PARKER/LENSCRAFTERS © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 27
  • 28. What’s going on? It is the experience that matters. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 28
  • 29. Act 2: Building the Experiences © COPYRIGHT 2011 SAPIENT CORPORATION | CONFIDENTIAL 29
  • 30. First... Understand the customers at two levels. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 30
  • 31. Two Levels? © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 31
  • 32. Two Levels? Yes. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 32
  • 33. Two Levels? Yes. • As members of a community (a demographic, a psychographic or fancy market segment.) © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 33
  • 34. Two Levels? Yes. • As members of a community (a demographic, a psychographic or fancy market segment.) • As an individual (with habits, behaviors and needs.) © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 34
  • 35. How? We work together. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 35
  • 36. How? We work together. We carve out our places. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 36
  • 37. How? We work together. We carve out our places.  Our Roles  Our Activities  Our Approaches  Our Ways of Thinking  The Process We Work In © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 37
  • 38. And most importantly… We work in tandem. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 38
  • 39. More About These Guys… As a Brand Strategist, As an Experience he uncovers what Designer, he translates people want to achieve. what people want into how they will achieve it. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 39
  • 40. That’s Nice. What Do They Really Do? • Conduct user • Conduct user research research • Write briefs • Interpret briefs • Provide insight • Generate Concepts • Ensure design • Design directions direction © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 40
  • 41. Wait a minute… That first bullet point was the same.  User research is a critical tool of both disciplines.  It is not a primary deliverable.  The way we listen and our approach is different:  Brand Strategist process in emotional terms and generate insight about why people behave the way they behave.  Experience Designers process in rational terms and build experiences (from retail to web to mobile) that align with the way people behave. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 41
  • 42. Have We Confused You Yet? Beyond roles, activities and approaches, we need to think differently at different times: © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 42
  • 43. Have We Confused You Yet? Beyond roles, activities and approaches, we need to think differently at different times: Some times we’re divergent — exploring many possible solutions. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 43
  • 44. Have We Confused You Yet? Beyond roles, activities and approaches, we need to think differently at different times: Some times we’re convergent — focusing on the right solution. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 44
  • 45. WTF! These guys again!? Orange Blue © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 45
  • 46. Enter the process Discover Design Test Optimize © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 46
  • 47. Act 3: Seeing the Adventures © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 47
  • 48. Where’s all the work? Sorry, all the client case studies can’t be shown here. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 48
  • 52. Act 4: Learning the Tactics © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 52
  • 53. Can anybody… Find me somebody to love... © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 53
  • 54. And then… Trust. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 54
  • 55. It’s not about the Benjamins… Work for free. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 55
  • 56. Find New Situations Work on pitches. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 56
  • 57. Give Your Time. Work on pro bono projects. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 57
  • 58. Find New Situations Subtract a Week. Add Stress. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 58
  • 59. Learn from Nike… Just Do It. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 59
  • 60. Repeat. Repeat. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 60
  • 61. Repeat. Repeat. Repeat. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 61
  • 62. Encore: Answering the Questions © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 62
  • 63. THANK YOU #BIGD12 #NEWPARTNERS Ezra Timothy Englebardt Parcell @ezra802 @freescribbles

Notes de l'éditeur

  1. Who is a strategist? Who is a UX Designer? Agency versus In-house?
  2. Who here considers themselves a Strategist? Any who would say they’re a Planner? How about UX Designer? Researcher?
  3. Gain Market ShareImprove PerceptionIncrease SalesBeat Competitors
  4. There is more NOISE coming through. And signals are being missed.
  5. There is more NOISE coming through. And signals are being missed.
  6. There is more NOISE coming through. And signals are being missed.
  7. Find a partner – someone who is passionate and wants to do good work