design like a content strategist
DESCRIPTION
My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak. The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.TRANSCRIPT
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@scottrocketship
Scott Kubie - HighEdWeb Michigan
Design like a Content Strategist
#VMT
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Hooray, I’m a content strategist!
#VMT
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#VMT
Now what?
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CONTENTPROBLEM AVALANCHE!
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#VMT
Why […] ? (x infinity)
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I don’t know.
#VMT
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#VMT
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I don’t understand.
#VMT
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Never delegate understanding.
- Charles Eames
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Clarity is empowering.
#VMT
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#VMT
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Stop.Step back.Abstract.
#VMT
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V M T
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TMV
TMV
V M T
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VISION MISSION TARGETS
V M T
V M T
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VISION MISSION TARGETS
V M T
Business
V M T
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
Organization Project Context
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Stop. Step back. Abstract.
#VMT
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An Interlude:!5 PROJECTS FROM HELL
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Grilled Cheese
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Sales Project
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Technical Founder
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONEThe We Need
To Be on Pinterest
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The C-Suite
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VISION
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Visions are realized.
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Clear visions are ambitious.
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Rework p. 44, 2010
When you don’t know what you believe, everything becomes an argument.
- Jason Fried and David Heinemeier Hansson
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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ManifestoTOOL
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WHO needs WHAT because WHY
Problem Statement
Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem-
putting-purpose-back-into-your-projects
TOOL
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VOICE
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A voice is found.
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A clear voice is unique.
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As predicted in her closing plenary at the 2013 IA Summit
In 30 years... !
Every business is digital. !
Every business is in the user experience business.
- Karen McGrane
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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A really good name.FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.
- Jeff Bridges is The DudeThe Big Lebowski
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Elevator Pitch WorkshopTOOL
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Theme AuditTOOL
Select a group of key pages/documents (10-30) and highlight common themes in different colors.
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MISSIONMISSION
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Missions are accomplished.
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Clear missions have an end.
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There’s nothing worse than a sharp image of a fuzzy concept.
- Ansel Adams, photographer
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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Concept ModelingTOOL
Give the abstract more substance with a structured diagram focused on relationships.
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MoSCoWTECHNIQUE
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MoSCoWTECHNIQUE
Must Include
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
Won’t Include
(in this version, at least)
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Good start: UIE article on “short form creative brief”
CREATIVE BRIEFSTOOL
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MESSAGE
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A message is designed.
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A clear message has structure.
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People who think well, write well. !
Woolly minded people write woolly memos, woolly letters and woolly speeches.
- David Ogilvy
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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Message ArchitectureTECHNIQUE
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Identify conflicting priorities and identify important messages with a cardsorting workshop.
Message ArchitectureTECHNIQUE
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CORE + PATHS DIAGRAMTECHNIQUE
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TARGETS
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Targets are chosen.
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Clear targets are specific.
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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PERSONASTOOL
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It’s 3 a.m. Do you know how many domains your organization has registered?
CHANNEL INVENTORYTOOL
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TONE
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Tone is responsive.
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Clear tone is appropriate.
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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EMPATHY MAPTOOL
THINKING FEELING
HEARING SEEING
DOING
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I don’t understand.
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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That’s all. Thank you.
#VMT
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?Questions?
kubie.co/vmt
#VMT