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Howdy...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
I’m a former student of
                      Prof Norman McNally



Wednesday, 3 March 2010
I live...



Wednesday, 3 March 2010
here.




Wednesday, 3 March 2010
which is about...

Wednesday, 3 March 2010
here
Wednesday, 3 March 2010
or here.




Wednesday, 3 March 2010
but more importantly...



Wednesday, 3 March 2010
it’s near...



Wednesday, 3 March 2010
here.




Wednesday, 3 March 2010
So I work from...



Wednesday, 3 March 2010
here
Wednesday, 3 March 2010
or here



Wednesday, 3 March 2010
or here




Wednesday, 3 March 2010
or here




Wednesday, 3 March 2010
Or kinda from
                          anywhere really...



Wednesday, 3 March 2010
What do I do?



Wednesday, 3 March 2010
My job title is
                          kinda hard to
                           work out...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Basically...



Wednesday, 3 March 2010
I help start
                          & oversee
                          businesses


Wednesday, 3 March 2010
as a way to get good
                             ideas out there.


Wednesday, 3 March 2010
But more on
                           that later...



Wednesday, 3 March 2010
For now...



Wednesday, 3 March 2010
I’d like to
                          go back



Wednesday, 3 March 2010
to when I was
                          in shoes similar
                             to yours...


Wednesday, 3 March 2010
I’ll talk through



Wednesday, 3 March 2010
some of the
                          journey since



Wednesday, 3 March 2010
as a way to share



Wednesday, 3 March 2010
some of my learning



Wednesday, 3 March 2010
hoping to



Wednesday, 3 March 2010
spark



Wednesday, 3 March 2010
insight



Wednesday, 3 March 2010
that will mean this is
                  time well enough spent



Wednesday, 3 March 2010
Wednesday, 3 March 2010
This won’t be:




Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured




Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured
               • With Bullet Points



Wednesday, 3 March 2010
This won’t be:
               • Heavily Structured
               • With Bullet Points
               • And 3 key take homes

Wednesday, 3 March 2010
Instead,
                          I’m hoping for...



Wednesday, 3 March 2010
more
                          of
                               a
                                   ramble
Wednesday, 3 March 2010
with a l o o s e vibe.



Wednesday, 3 March 2010
More of an
                          approach



Wednesday, 3 March 2010
rather than a
                              result



Wednesday, 3 March 2010
I’m calling it:



Wednesday, 3 March 2010
9 things
                      I’ve
                          learned
                              uni
                           since
Wednesday, 3 March 2010
So, uni...



Wednesday, 3 March 2010
I started in:




Wednesday, 3 March 2010
I started in:



             Industrial
              Design

Wednesday, 3 March 2010
Planning to add:



             Industrial
              Design      +
                          Mechanical
                          Engineering
Wednesday, 3 March 2010
But then...



             Industrial
              Design      +
                          Mechanical
                          Engineering
Wednesday, 3 March 2010
…my uni pinched an
                   idea from Glasgow:




Wednesday, 3 March 2010
…my uni pinched an
                   idea from Glasgow:

                    Product Design
                      Engineering
Wednesday, 3 March 2010
So I swapped to that.



Wednesday, 3 March 2010
So I was doing uni...



Wednesday, 3 March 2010
...and it’s kinda slow



Wednesday, 3 March 2010
(not many
                          Prof. McNally’s)



Wednesday, 3 March 2010
So I start freelancing



Wednesday, 3 March 2010
Logos




Wednesday, 3 March 2010
Logos




                          for friends
Wednesday, 3 March 2010
Logos




                                                       for friends
                          or friends of friends, or friends of friends of friends...
Wednesday, 3 March 2010
Products




Wednesday, 3 March 2010
Products

     (for family)




Wednesday, 3 March 2010
Products
                          (for free)




Wednesday, 3 March 2010
Products
                          (or almost free)




Wednesday, 3 March 2010
Products




Wednesday, 3 March 2010
Which brings me to
                             learning #1



Wednesday, 3 March 2010
1. Learn to fail quickly
                              (& cheaply)




Wednesday, 3 March 2010
They were small projects




Wednesday, 3 March 2010
They were small projects

                          For people that knew me




Wednesday, 3 March 2010
They were small projects

                          For people that knew me

                          Or that I started for free


Wednesday, 3 March 2010
So they couldn’t break me



Wednesday, 3 March 2010
How did I go?



Wednesday, 3 March 2010
Only OK



Wednesday, 3 March 2010
I wasn’t as good as
                             I wanted to be



Wednesday, 3 March 2010
So I shipped myself off...



Wednesday, 3 March 2010
...to Glasgow
Wednesday, 3 March 2010
(that’s how we picture you
              guys down there…)



Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          Glasgow School of Art
GSA product design
                          course had a good
                              reputation


Wednesday, 3 March 2010
Which was where I met
                     Prof McNally



Wednesday, 3 March 2010
Who taught me #2...



Wednesday, 3 March 2010
2. It’s the question
                              that matters



Wednesday, 3 March 2010
“The mere formulation
                of a problem is far
              more essential than it’s
                     solution,
                    which may be merely a matter of
              mathematical or experimental skills   ”
                               -Albert Einstein

Wednesday, 3 March 2010
Engineers are generally
                   great problem solvers.


Wednesday, 3 March 2010
It’s why engineering is
                             the most common
                          undergrad degree for
                            Fortune 500 CEO’s

Wednesday, 3 March 2010
But we’re generally not as
           good at problem defining


Wednesday, 3 March 2010
I’d thought I was going to
                   Glasgow to learn
                       ‘Design’


Wednesday, 3 March 2010
And instead, I had my
                        first real taste of...


Wednesday, 3 March 2010
Marketing



Wednesday, 3 March 2010
Marketing
                          (although I don’t think Prof McNally
                                   would call it that)


Wednesday, 3 March 2010
The majority of
                          each project...



Wednesday, 3 March 2010
was spent learning how to
           ask the right question.



Wednesday, 3 March 2010
We would pull
                          markets apart



Wednesday, 3 March 2010
Looking at them
                          from multiple angles



Wednesday, 3 March 2010
Watching users



Wednesday, 3 March 2010
Becoming the user



Wednesday, 3 March 2010
Experimenting on users



Wednesday, 3 March 2010
And even talking to
                          them on occasion



Wednesday, 3 March 2010
Trying to gain...



Wednesday, 3 March 2010
insight



Wednesday, 3 March 2010
That others have missed



Wednesday, 3 March 2010
Now this might be
                      old hat to you guys…


Wednesday, 3 March 2010
but for a convict
                            from down under,
                          it was kinda new…


Wednesday, 3 March 2010
Like Nits



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Or Fruit
                          (my first project back in Oz)




Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
I loved this approach



Wednesday, 3 March 2010
In fact, thinking about
                              Drucker now...


Wednesday, 3 March 2010
“Marketing is the whole
             business seen from the
            customer’s point of view”
                          -Peter Drucker




Wednesday, 3 March 2010
I realised that all projects,



Wednesday, 3 March 2010
whether engineering,
                          design or business,



Wednesday, 3 March 2010
should begin with
                             marketing.


Wednesday, 3 March 2010
So after a year in Glasgow



Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          Travelling loads
Surfing most weekends
Wednesday, 3 March 2010
No matter what the weather
Wednesday, 3 March 2010
It was time to turn back
Wednesday, 3 March 2010
home
                          to Oz
Wednesday, 3 March 2010
Bang out my last uni years



Wednesday, 3 March 2010
(trying lots of market maps...)
Wednesday, 3 March 2010
Meet my future wife




Wednesday, 3 March 2010
Bust
                          through
                          some
                          proper
                          engineering
                          work
Wednesday, 3 March 2010
Then think...



Wednesday, 3 March 2010
Ehhhh,
                          enough of that



Wednesday, 3 March 2010
And decided to come
                       back to the UK...



Wednesday, 3 March 2010
because my
                          design & marketing
                            skills were not
                            up to scratch


Wednesday, 3 March 2010
My Glasgow friends had
                 moved to London
Wednesday, 3 March 2010
So that’s where
                          we made camp...



Wednesday, 3 March 2010
Started applying for jobs



Wednesday, 3 March 2010
...



Wednesday, 3 March 2010
And kept applying for jobs...



Wednesday, 3 March 2010
I couldn’t even get past
                      the receptionists!



Wednesday, 3 March 2010
So I got a job at a
                           hardware store



Wednesday, 3 March 2010
Which was around the
                       corner from



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Where I would hang at
                       every chance



Wednesday, 3 March 2010
Soon the surf shop
                           offered me a job



Wednesday, 3 March 2010
Which was more fun than
             the hardware store



Wednesday, 3 March 2010
I kept applying for
                              design jobs



Wednesday, 3 March 2010
And finally got a
                          foot in the door



Wednesday, 3 March 2010
via a guy a mate played
                       soccer with...



Wednesday, 3 March 2010
at Industrial Facility



Wednesday, 3 March 2010
with Sam Hecht

Wednesday, 3 March 2010
a guy in lots of
                          design books



Wednesday, 3 March 2010
We did stuff for...



Wednesday, 3 March 2010
Epson
Wednesday, 3 March 2010
Mathmos
Wednesday, 3 March 2010
Magis
Wednesday, 3 March 2010
Whirlpool & Muji
Wednesday, 3 March 2010
We did ‘pure’ concepts



Wednesday, 3 March 2010
That were meant to help
               explore future directions
                 for these companies


Wednesday, 3 March 2010
I didn’t really dig it...



Wednesday, 3 March 2010
There weren’t enough
                          constraints



Wednesday, 3 March 2010
It was more
                               art
                              than
                             design

Wednesday, 3 March 2010
Which helped me realise
                        #3



Wednesday, 3 March 2010
3. Constraints help
                              define your
                             opportunities


Wednesday, 3 March 2010
Constraints in the creative process




Wednesday, 3 March 2010
With a star designer...



Wednesday, 3 March 2010
I was working on art,
              not design (& was a long
               way from engineering).


Wednesday, 3 March 2010
Wednesday, 3 March 2010
All this while
                     (churning out art that we called design)




Wednesday, 3 March 2010
I was still doing shifts at
                     the surf shop...


Wednesday, 3 March 2010
trying not to go broke.



Wednesday, 3 March 2010
There’s some downtime
                    in a surf shop
Wednesday, 3 March 2010
So I’d try & make
                           stuff for them



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Because it was no
                 longer just a sales guy’s
                          opinion,


Wednesday, 3 March 2010
now it was an official
                  poster on choosing the
                    right board for you,


Wednesday, 3 March 2010
board sales grew
                           around 900%



Wednesday, 3 March 2010
It was a fun place to play



Wednesday, 3 March 2010
Wednesday, 3 March 2010
After a year...



Wednesday, 3 March 2010
We got jack of London



Wednesday, 3 March 2010
So
                          came
                          home
                          to Oz
Wednesday, 3 March 2010
I’d done the engineering



Wednesday, 3 March 2010
I’d done the ‘design’



Wednesday, 3 March 2010
And I’d realised a core
                             truth...


Wednesday, 3 March 2010
4. “Life isn’t about
                           finding yourself.
                              Life is about
                          creating yourself.”
                               -George Bernard Shaw




Wednesday, 3 March 2010
I was evolving a
                          better vision of what
                           I wanted to be...


Wednesday, 3 March 2010
And it was
                          incomplete.


Wednesday, 3 March 2010
I wanted to understand
                 the complete business
                        process,


Wednesday, 3 March 2010
and ‘desire’
                          (brands & marketing)
                              is where I was
                                 weakest.

Wednesday, 3 March 2010
So that was enough
                           of an excuse to...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
                          move to Torquay!
It was either




Wednesday, 3 March 2010
It was either


                               or


Wednesday, 3 March 2010
I chose Rip Curl for
                              2 reasons...


Wednesday, 3 March 2010
1. More Techie (I’m still an engineer)




Wednesday, 3 March 2010
1. More Techie (I’m still an engineer)
        2. Seemed to need more help



Wednesday, 3 March 2010
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again...

Wednesday, 3 March 2010
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again...

Wednesday, 3 March 2010
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again...

Wednesday, 3 March 2010
I approached, interviewed,
            was passed on to other
             managers, interviewed
                   again...

Wednesday, 3 March 2010
They liked me, but
                          couldn’t work out
                           the best spot...


Wednesday, 3 March 2010
The thing they
                           liked most?


Wednesday, 3 March 2010
My fruit chart




Wednesday, 3 March 2010
They thought I
                           might help them
                          think more clearly.


Wednesday, 3 March 2010
With no perfect
                           openings...


Wednesday, 3 March 2010
They offered me a
                          low paid accessory
                             designer role


Wednesday, 3 March 2010
Which I jumped at!



Wednesday, 3 March 2010
Hats, belts,
                          jocks & socks...


Wednesday, 3 March 2010
...I was in.



Wednesday, 3 March 2010
4 seasons a year




Wednesday, 3 March 2010
4 seasons a year
      70 odd products a season



Wednesday, 3 March 2010
4 seasons a year
      70 odd products a season
         This was fast design


Wednesday, 3 March 2010
But a perfect way to
                               discover...


Wednesday, 3 March 2010
5. The Feedback Loop



Wednesday, 3 March 2010
5. The Feedback Loop
                     (Probably the single most under-
                 appreciated part o almost every business)




Wednesday, 3 March 2010
Designing about 280
                        products a year,


Wednesday, 3 March 2010
which either
                          sold or bombed,


Wednesday, 3 March 2010
you could work things out
              pretty quickly...


Wednesday, 3 March 2010
...but most designers
                             didn’t.


Wednesday, 3 March 2010
They designed,



Wednesday, 3 March 2010
then moved on.



Wednesday, 3 March 2010
They never monitored,
                 reviewed, or debriefed.


Wednesday, 3 March 2010
Maybe they were worried it
       would expose a weakness


Wednesday, 3 March 2010
Or the fantasy just seemed
          nicer than the reality


Wednesday, 3 March 2010
But this is scary common



Wednesday, 3 March 2010
even with engineers.



Wednesday, 3 March 2010
...



Wednesday, 3 March 2010
While designing soft
                          accessories, I was
                          getting to know the
                           equipment guys

Wednesday, 3 March 2010
Spot



Wednesday, 3 March 2010
Grab



Wednesday, 3 March 2010
I was now a
                          Product Manager
                            (brand, business & product)




Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
At that point, the division
                  was a factory for
                square school bags


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Every type of square



Wednesday, 3 March 2010
Which to me,



Wednesday, 3 March 2010
seemed a
                          disconnect with...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
So that became
                          our new angle...



Wednesday, 3 March 2010
Get back to
      selling the dream
Wednesday, 3 March 2010
Which was when we hit
          our next stumbling block...



Wednesday, 3 March 2010
6. Asking customers
                              is not enough



Wednesday, 3 March 2010
“If I had listened to my
          customers, I would have
         given them a faster horse”
                              -Henry Ford




Wednesday, 3 March 2010
The aim becomes
                          to give customers
                          what they will value,
                              rather than
                           what they ask for.

Wednesday, 3 March 2010
From sales reps to
                          existing consumers...



Wednesday, 3 March 2010
They were asking for
           better square school bags



Wednesday, 3 March 2010
MORE sections



Wednesday, 3 March 2010
BIGGER zips



Wednesday, 3 March 2010
CHEAPER prices



Wednesday, 3 March 2010
Yet when I’d go on boat
                     trips through Indo



Wednesday, 3 March 2010
Or jungle treks through
                             Tahiti
                           (for research)




Wednesday, 3 March 2010
Or jungle treks through
                             Tahiti
                           (for research)




Wednesday, 3 March 2010
I’d watch surfers struggling
                with a crap pack



Wednesday, 3 March 2010
So we had to put new
                     ideas in front of them,



Wednesday, 3 March 2010
& see what connected.



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
We made progress



Wednesday, 3 March 2010
Monitored the results



Wednesday, 3 March 2010
Evolved the offering



Wednesday, 3 March 2010
& repeated



Wednesday, 3 March 2010
Sales grew



Wednesday, 3 March 2010
quickly



Wednesday, 3 March 2010
Which let our team




Wednesday, 3 March 2010
Take on a more global role



Wednesday, 3 March 2010
We weren’t really
                            asked to...



Wednesday, 3 March 2010
But it would let us get
                      more volume behind
                             our ideas


Wednesday, 3 March 2010
Which then let us step
                        it up again...


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
And marketing budget appeared...
Wednesday, 3 March 2010
& we even got new titles




Wednesday, 3 March 2010
& we even got new titles




Wednesday, 3 March 2010
But in the surf game...



Wednesday, 3 March 2010
Bags & Equipment
                          are not exactly the
                           lead categories


Wednesday, 3 March 2010
Boardshorts
                          are what get the love


Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
When marketing a
                           brand in tropical
                              locations


Wednesday, 3 March 2010
Boardshorts
                          are often the only
                           visible product


Wednesday, 3 March 2010
But Rip Curl’s
                          boardshorts had
                             stagnated


Wednesday, 3 March 2010
So I was asked to
                              help out...



Wednesday, 3 March 2010
Injecting some brand
                    values back in to them



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Or as mates
                          would say...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
The issue?



Wednesday, 3 March 2010
Once again, they
                          had been building
                          what the retailers
                           were asking for,


Wednesday, 3 March 2010
rather than what the
                     customers had not yet
                      realised they wanted
                           (a much harder sell)




Wednesday, 3 March 2010
For most users...



Wednesday, 3 March 2010
They say the look is
                             what matters



Wednesday, 3 March 2010
But with boardies,
                     if there is no
              functional underpinnings,


Wednesday, 3 March 2010
the look is undermined



Wednesday, 3 March 2010
So instead of just
                           building
                   brighter basic boardies


Wednesday, 3 March 2010
We decided to tackle
                             3 key targets
                            we thought our
                           brand could hit...


Wednesday, 3 March 2010
1. The Core surfer
           2. The aspiring surfer
           3. The fashion forward surfer
                          (who we were totally missing)




Wednesday, 3 March 2010
1. The Core surfer
           2. The Aspiring surfer
           3. The fashion forward surfer
                          (who we were totally missing)




Wednesday, 3 March 2010
1. The Core surfer
           2. The Aspiring surfer
           3. The Fashion surfer
                          (who we were totally missing)




Wednesday, 3 March 2010
High Price,
         1. The Core Surfer   High Performance




Wednesday, 3 March 2010
2. The Aspiring Surfer   Fit, Details
                                 & Features




Wednesday, 3 March 2010
3. The Fashion Surfer   Connect to
                                   creative cats




Wednesday, 3 March 2010
So here’s a favourite
                           lesson of mine...


Wednesday, 3 March 2010
Coming in at #7...



Wednesday, 3 March 2010
7. Understand where
                              your market is



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Interestingly, boardies straddle all of these segments
Wednesday, 3 March 2010
Core      Average   Public
                          surfers   consumer    Pool
Wednesday, 3 March 2010
Or if you ain’t the big guy, look to
                           redefine the performance axis
Wednesday, 3 March 2010
I love this conceptual
                                   map...


Wednesday, 3 March 2010
The way it makes you
              consider the most
          relevant performance axis,


Wednesday, 3 March 2010
understand how well
                          served the market is,



Wednesday, 3 March 2010
And consider if there is
                    a chance to redefine
                    the performance axis


Wednesday, 3 March 2010
...




Wednesday, 3 March 2010
So I’d got to play with
                             all these areas


Wednesday, 3 March 2010
We’d got some
                          awesome growth


Wednesday, 3 March 2010
Travelled the world
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Mixing work & play
Wednesday, 3 March 2010
(with lots of play)
Wednesday, 3 March 2010
But it was feeling
                            a little hollow



Wednesday, 3 March 2010
My learning had
                              slowed



Wednesday, 3 March 2010
I was realising that my
                         passion was to...



Wednesday, 3 March 2010
8. Work on Thinking,
                              not on things



Wednesday, 3 March 2010
The world is not only
                              changing...



Wednesday, 3 March 2010
It is changing faster



Wednesday, 3 March 2010
Accelerating change
                               means...



Wednesday, 3 March 2010
The things you learn
                           here will me mostly
                          outdated by the time
                              you graduate

Wednesday, 3 March 2010
Hopefully the thinking
                       will be your take out



Wednesday, 3 March 2010
You’ll have
                          learned to learn



Wednesday, 3 March 2010
“it is not the strongest
            species that survive,
        nor the most intelligent, but
         the ones who are most
          responsive to change”
                             -Charles Darwin



Wednesday, 3 March 2010
So just over
                          a year ago


Wednesday, 3 March 2010
I split Rip Curl



Wednesday, 3 March 2010
& started some
                          businesses with
                          2 other partners


Wednesday, 3 March 2010
We call it



Wednesday, 3 March 2010
Wednesday, 3 March 2010
It’s kind of a
                          business incubator



Wednesday, 3 March 2010
Where we try to



Wednesday, 3 March 2010
build value




Wednesday, 3 March 2010
build value
                          from good ideas



Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
Wednesday, 3 March 2010
These businesses
                          span 3 areas that we
                            believe we have
                              insights in...


Wednesday, 3 March 2010
1. Healthcare & Industrial products
         2. Web Space
         3. Step-Up brands



Wednesday, 3 March 2010
We try to build these
                             businesses:
                                  Lean
                                  Agile
                               & Flexible

Wednesday, 3 March 2010
Because we have
                              realised a
                          fundamental truth...


Wednesday, 3 March 2010
9. The great ideas are
                  usually only obvious in
                         hindsight


Wednesday, 3 March 2010
For all your planning,
                           theories & efforts...


Wednesday, 3 March 2010
...you still usually get it
                             wrong.


Wednesday, 3 March 2010
Then the little thing you
         never expected much of...


Wednesday, 3 March 2010
brings
                          home
                          the
www.smileyland.com
                          bacon.
Wednesday, 3 March 2010
My favourite
                          example of this...



Wednesday, 3 March 2010
is everyone’s favourite
                 example of everything...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
We all know it has
                    changed the worlds of
                     Product, Marketing,
                      Business & Brand

Wednesday, 3 March 2010
And we all knew it was
                 always going to right...?



Wednesday, 3 March 2010
nope...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
When you look in to it...



Wednesday, 3 March 2010
Wednesday, 3 March 2010
SEARCH IS COOKED!

                  Passed over by the best
                   VC firms in the game
Wednesday, 3 March 2010
While investors
                          had poured in to...



Wednesday, 3 March 2010
Apple’s Newton
Wednesday, 3 March 2010
Multi billion dollar satellite
                          phone systems
Wednesday, 3 March 2010
And American car
                             companies
Wednesday, 3 March 2010
Great ideas are not obvious
                          (except in hindsight)




Wednesday, 3 March 2010
Great ideas are not obvious
                          (except in hindsight)




Wednesday, 3 March 2010
So we try not to
                          predict too much
                            (except in hindsight)




Wednesday, 3 March 2010
Instead,
                          we build something
                              cheaply...
                             (except in hindsight)




Wednesday, 3 March 2010
get it to market...
                             (except in hindsight)




Wednesday, 3 March 2010
...and then start
                          our real learning.
                            (except in hindsight)




Wednesday, 3 March 2010
Learning strong theories is
                 important...
                          (except in hindsight)




Wednesday, 3 March 2010
But learning to execute well
         is a whole other game.
                          (except in hindsight)




Wednesday, 3 March 2010
So we’re now in this fast
                   learning phase
                          (except in hindsight)




Wednesday, 3 March 2010
Making mistakes again
                          (except in hindsight)




Wednesday, 3 March 2010
And getting some wins
                          (except in hindsight)




Wednesday, 3 March 2010
We regularly measure,
                        review, revise
                          (except in hindsight)




Wednesday, 3 March 2010
And we record or best
             insights on a crazy
         document we call the TOE
                          (except in hindsight)




Wednesday, 3 March 2010
Wednesday, 3 March 2010
But that’s another talk...
                          (except in hindsight)




Wednesday, 3 March 2010
The final thought I want to
             leave you with today...
                          (except in hindsight)




Wednesday, 3 March 2010
Is more of a vibe
                            than a theory
                            (except in hindsight)




Wednesday, 3 March 2010
It’s guided by a thought that
      Seth Godin enunciated well
                          (except in hindsight)




Wednesday, 3 March 2010
That when someone hires
           you or your company...
                          (except in hindsight)




Wednesday, 3 March 2010
...it’s more about
                      where you are going
                             rather than
                      where you have been
                          (except in hindsight)


Wednesday, 3 March 2010
They want to feel that
                            your bus is going
                           somewhere great,
                               (except in hindsight)



Wednesday, 3 March 2010
and that they have the
                     chance to come along
                         for the ride...
                          (except in hindsight)



Wednesday, 3 March 2010
Yet because you’re Scots
                             (except in hindsight)



Wednesday, 3 March 2010
it’s all about
                           understating that...
                          (except in hindsight)



Wednesday, 3 March 2010
10. Under promise,
                              over deliver
                             (except in hindsight)




Wednesday, 3 March 2010
Put yourself in areas that
                 you can get excited
                        about
                          (except in hindsight)



Wednesday, 3 March 2010
And then get excited
                               (that means work hard)




Wednesday, 3 March 2010
And then get excited
                              (that means work really hard)




Wednesday, 3 March 2010
Bud Caddell
                          showed it well
                           (except in hindsight)




Wednesday, 3 March 2010
when he adapted
                          Good To Great’s
                            Hedgehog
                            (except in hindsight)




Wednesday, 3 March 2010
to be relevant for the
                               individual...
                              (except in hindsight)




Wednesday, 3 March 2010
Wednesday, 3 March 2010
If you’re working at the
                        intersection of your...



Wednesday, 3 March 2010
Passion, profit & pride



Wednesday, 3 March 2010
You don’t need to
                              talk it up.



Wednesday, 3 March 2010
People will know you’re
                     on a great bus, going
                       somewhere fast.


Wednesday, 3 March 2010
I’m done...



Wednesday, 3 March 2010
Any questions...?



Wednesday, 3 March 2010
Or perhaps some silence...?




Wednesday, 3 March 2010
9 things I’ve learned since uni
             1. Learn to fail quickly
             2. It’s the question that matters
             3. Constraints help define your opportunities
             4. Life is creating yourself, not finding yourself
             5. The Feedback Loop
             6. Asking customers is not enough
             7. Understand where your market is at
             8. Work on thinking, not on things
             9. Great ideas are only obvious in hindsight
             +10. Under promise, over deliver
Wednesday, 3 March 2010
Or view the whole presentation at:
                          http://www.slideshare.net/afallshaw



Wednesday, 3 March 2010

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9 Things I've Learned Since Uni