The Brand Called “We”

SIOP 2014 Conference - May 17Honolulu, Hawaii

Geoffrey Colon - Microsoft

“All politics is local.”

Tip O’Neil - Former Speaker of the U.S. House of Representatives

“Communication leads to community, that is, to understanding, intimacy and mutual valuing.”

Rollo Reece May

“I would argue that each of our personal brands began at birth. When Mom and Dad gave us a name, they unknowingly launched a new brand, the first of a lifetime of personal decisions that makes us each uniquely our own being -- or brand. From that day forward, we spend our lives living up to our given name.”

Jim Joseph – Author, The Personal Experience Effect

Industrial-organizational (I-O) psychology will be the fastest growing occupation over the next decade, according to a recently released report from the Bureau of Labor Statistics’ Occupational Outlook Handbook.

The field will grow by 53% between 2012 and 2022, the Labor Department reported. Despite this growth, I-O will remain a relatively small field because of the rigorous qualifications to become an industrial-organizational psychologist, which require professionals to obtain doctoral or master’s degrees.

I-O Psychology Brand Demand Story

The definition of the term: brand1. Kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee. 2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc. 3. a mark formerly put upon criminals with a hot iron. 4. any mark of disgrace; stigma. 5. Brands are used in business, marketing and advertisingMerriam-Webster

Dictionary

• Frank T. Colon• Founded – Pittsburgh, Pa. 1932• BA in Economics, Geneva College• PhD in Political Science, U. of

Pittsburgh• Appointed Lehigh University

Faculty 1965• Specialties in Urban Planning and

Politics• Washington Semester Program

Award of the American University in 1990.

• Director - Robert A. Taft Institute of Government

• President of the Northeast Political Science Association

• Pennsylvania Humanities Council • Navy veteran

My Favorite Brand

• I’m Geoffrey Colon• I’m from Bethlehem, Pennsylvania• I have a B.A. in Mass

Communications from Lehigh University

• I am currently a digital strategist• I aspire to be a philanthropist• My favorite brand is: IBM• I love: Learning, Teaching, Writing,

Playing Soccer, Brooklyn, Mobile Technology, Olive & Matilda

• My Value Proposition: I seek out and disrupt how we presently work and communicate in order to lay a foundation for how we will interact in the future

What’s My Story?

What’s Your Visual Story?

• My name is…• I’m from…• I have a degree(s) in…• I am currently… (your field of

work)• I aspire to be…• My favorite brand is…• I love…. (interests)• My Value Proposition…

What’s Your Story?

SIOP is the professional organization of choice for I-O psychologists. It  offers a forum for collaboration and serves as a focal point for the design and dissemination of high-quality, evidence-based HR and organizational solutions. SIOP provides access to the resources, thought leadership, and mentoring opportunities that enable I-O psychologists to continuously innovate and have a positive impact on both organizations and society. 

What’s the SIOP story?

The Past as Prologue…

Design Think Your Personal Brand…

We are What We Create…

3 things to take away

The Past as Prologue

"Whoso neglects learning in his youth, loses the past and is dead for the future." - Euripedes

The Barter Economy

Mesopotamia… The Cradle of Western Civilization The economy was based on barter trade of goods from agriculture

and clothing. Emphasis on locally made goods. Population gravitated toward urban centers. Citizens developed artisanal skills, e.g., agriculture, creating and

producing (translation in the 21st Century: “Maker Economy”) Heavy emphasis on individual and small group innovation (first

battery!) The development of skilled specialist and reputation as business

currency. Philosophical questions: Who are we? Where are we? How did we

get here?

The Ancient Economy

The Emergence of Brands

London… The Gateway to Europe The economy was based on the manufacturing and sale of goods

exported and imported globally. Emphasis on machine-made goods. Population gravitated toward urban centers Citizens developed mechanical skills Heavy emphasis on consolidated or company-owned innovation The development of modern brands as business narrative Philosophical questions: Has industry destroyed nature and human

relationships? Is reason and individualism the way toward a better society? What is the legitimacy of the authority of the state over the individual?

The Industrial Revolution Economy

Digital Re-imagination

Silicon Valley, CA The Gateway to the Pacific (the “edge of civilization”) The economy is based on the development of services Emphasis on software developed products Population gravitating toward urban centers (areas of higher education) Citizens developing technical skills Heavy emphasis on entrepreneurial innovation in small collaborative

clusters The development of the sharing economy as business narrative Philosophical questions: Can technology bring us together? Is logic and

collaboration the way toward a better society? What is the right of privacy of the individual in an ultra transparent world?

The Re-imagination Economy

Reputation Economics

India, Turkey, Israel…spreads to rest of the world The full circle theory The economy will be based on the 3D manufacturing and sale of locally-

sourced goods and services Emphasis on prototype design for an all inclusive society Population gravitates toward urban centers once abandoned Citizens develop application skills (how do we apply this to improve the

world?) Heavy emphasis on meritocratic “hive mind” collaborative innovation The redevelopment of reputation as business narrative Philosophical questions: What is the motivation to work when money is

not the currency? How do we solve the world’s biggest problems? What is the separation between technology and human life?

The Knowledge or “Maker” Economy

Design Think Your Personal Brand

"Design can help to improve our lives in the present. Design thinking can help us chart a path into the future." – Tim Brown

How your personal brand shapes your path:

Design Thinking Meets Personal Branding

Stance

Tools

Experiences

Who am I in the world and what am I trying to accomplish? With what tools and models

do I organize my thinking and understand the world?

With what experiences can I build my repertoire of sensitivities and skills?

What do you provide? How do you work with others? Where do you apply your

thinking? How do you quantify your

work? Manifesto one-liner

What is your value proposition?

Business Futurist Design Thinker Technology Influencer Data Driven Thinking is my Commodity

What colors represent company brands?

What colors represent your personal brand?

Solutions Oriented Trusted Partner Strategically Focused Scientifically Rigorous Science for a Smarter

Workplace

What is SIOPs Value Proposition?

Black and White – Bold, Power, Mystery Grey and Red – Passion, Immediacy, Energy Old Logo – Emphasis on the “I” or Industrial is the focal point,

Linear New Logo – Emphasis on the “O” or Organizational is the focal

point, Open Old Logo – Emphasis on “Society” or Exclusivity New Logo – Emphasis on “Science” or Inclusivity

How Does the Logo and Colors Present the New SIOP Value Proposition?

We Are What We Create

“Until recently, the ability to manufacture was reserved for those who owned factories. What’s happened over the last five years is that we’ve brought the Web’s democratizing power to manufacturing. Today, you can manufacture with the push of a button.”Chris Anderson, former Editor-In-Chief of

Wired

Contain value Content has currency in the form of utility Making isn’t limited to simply physical creations

but ideas which help build stronger ideas (“O” for Open Source)

Marketing your brand isn’t about selling something for $$$ but influencing how others think via…

Ideas, things you have created using Stance, Tools, Data, Experiences, Science

Thinking, Ideas, Knowledge in a Maker Society…

What is your story? Your value proposition? How does it align to and promote your involvement in SIOP? How do you visualize your story with design thinking?

How do you create the future and the future of SIOP by what you make?

3 things to take away

Thank you!

E: gcolon@microsoft.comTwitter: @djgeoffeLinkedIn: linkedin.com/in/geoffreycolon

Questions?

SlideShare: http://slideshare.net/geoffreycolon

Download this presentation!

“Change by Design” by Tim Brown“Outliers” by Malcolm Gladwell“Reputation Economics” by Joshua Klein“The Art of Immersion” by Frank Rose“The Design of Business” by Roger Martin“Compelling People” by John Neffinger and Matthew Kohut“Makers: The New Industrial Revolution” by Chris Anderson

Additional Reading

SIOP: Science for a Smarter Workplace

SIOP is the professional organization of choice for I-O psychologists. It  offers a forum for collaboration and serves as a focal point for the design and dissemination of high-quality, evidence-based HR and organizational solutions.  SIOP provides access to the resources, thought leadership, and mentoring opportunities that enable I-O psychologists to continuously innovate and have a positive impact on both organizations and society.  • Solutions Oriented• Trusted Partner• Strategically Focused • Scientifically Rigorous

Value Proposition