Walk the Walk & Talk the Talk
Please note: this post originally appeared on the Omnishopper blog.
Day one, keynote speaker number one, and we’re starting with a talk that includes “Trump” in the title? A political discussion at 9:00am? Hard. In today’s ultra-divisive political environment? Oh no. This can’t possible go well, can it? What was the speaker, Peter Horst, thinking?
My immediate gut reaction was tempered fairly quickly (phew!) when Peter insisted that his talk would not be driven by political leanings, but would instead focus on this “new world” in which we live. A new world that isn’t...
You’re stressed out? Buy this phone case.
Two weeks ago, I finally set out to accomplish a task that has been on my to-do list for the last year: trade in my phone.
It was a beautiful Saturday filled with unexpectedly warm weather and a sense of accomplishment. I was knocking off all of my errands one-by-one and feeling like a champion. I walked into the Verizon store, told the salesman that I needed to trade in my phone, and began the longest two hours of my life.
The salesman who was helping me was clearly new, but he seemed very kind and genuine so I didn’t mind the process taking a little longer. His associate, however, seemed well-trained but...
The Delta of Recovery
The pilots, engineers and perhaps pricing team at Delta and United know what Delta in physics means; measuring the change in something. We all know the importance of recovery when things go bad in customer service, experience management or service design. Recovery is queen.
Three members of the Capsule team (Kitty Hart, Maddi Wagner and myself) along with my co-author (Renee Marino) and a trademark attorney friend (Tiffany Blofield) were stranded in Miami when bad weather caused significant operational system...
Ring Lesson #2: Fight with Anxiety-Inducing Creativity
The theme for FUSE this year is Change by Design. Change seems to be a recurring theme within a lot of general conversations. Why? Because change is inevitable, necessary and we as human beings like/need to talk about things that scare us. Change is scary. And as Clark Scheffy from IDEO stated, change is also hard. Today’s speakers collectively addressed the topic of Change by Design from very different experiences. It was a day filled with inspiring lessons learned from Facebook, Dolby, Coke, Apple, Citi, Kiehl’s, Kellogg’s and new to FUSE (I think), DreamWorks Animation and Cirque du Soleil. My main takeaway from today is what I am calling Ring Lesson #2 –...
Unlocking Creativity: FUSE Day 1
"Everything is people-centered."
The first day of Fuse is nearly wrapped up, and it's clear that everyone's focus is on one thing: creating memorable experiences for people. Not consumers - people.
Taking that to heart, below you will find easy and digestible summaries from a few of the presentations so far. Think theSkimm but with more uses of the word "innovation".
Christian Martinez: Communication In A Mobile-First World
Overarching point: Our desire to connect is what makes us human, and though the methods we use to communicate change dramatically, the desire for trust and community will always remain constant.
Key takeaways + stats:
-One minute of video is...
Brands That I Would Miss: Dove
I distinctly remember the first time I saw the first commercial for the “Real Beauty” sketches campaign from Dove. I was sitting in a coffee shop, perusing Facebook (I mean diligently studying) when I came across a link on my timeline with the caption “This is SO BEAUTIFUL. Kudos to Dove.”
The commercial featured a person sitting in a chair, describing themselves to a sketch artist. They tended to use language that was not flattering, and it was clear they didn’t like describing themselves. After answering a few questions about their appearance, they were then asked to describe the person they sat next to in the waiting room. They used language...
The Twenty-Seven Percent: Living Up to It
The idea that people can live without seventy-three percent of the brands in their lives makes you wonder if those brands don’t really care? What in their business model, practices or culture makes for a situation where people don’t care if they exist? We could blame the people in the study, perhaps they polled a generally uncaring gaggle of individuals?
Well, the best explanation is modeled in your best relationships. Is there mutual interest in the relationship? This sounds rational and worthy of measurement. But, if we push this into the realm of emotion, the question of love comes up. Is there a mutual bond, emotional or social, between the person and the...
Ring Lesson #1: Identifying and Designing Your Moment in Space and Time
Wait a minute. Give me a minute. A New York minute. Minute by minute. Yep, we focus a lot on minutes, or lack thereof. Time is precious and one of our most valuable assets. Therefore, many barriers exist in earning a slice of people’s time. With this daily battle in mind, how often do you think about your brand’s secret weapon – the designed moment - that moment when you have an opportunity to make an impression, to make a friend for life?
We all know the importance of focusing on what makes us different. The goal though is to identify and capitalize on what makes us distinct; the components of our brand...
The Twenty Seven Percent: Humanizing Brands
The idea of a brand, which represents a corporation, individual or collection of people, is a human invention. We’ve invented these vessels of trust to be extensions of ourselves, working for us when we’re not able to be present. The employees of P&G or 3M could never be present in every retail, industrial, commercial or household situation where their products intersect with people. Brands are, in one sense, leveraged assets of our humanity.
Some brands have forgotten, or perhaps never understood, their importance in our culture. This is starting to change.
There are many ways to interpret the twenty-seven percent, one is to consider what the number was...
Naming an Apple
How does an apple come to be? Well, it's all in the name of course! The University of Minnesota, the birthplace of beloved apple varieties Honeycrisp, Zestar!, SweeTango, Frostbite and more, approached Capsule with the need for a name for the future new kid on the produce block. After several rounds of brainstorming, the name "Rave" was born.
"Rave is a powerful brand name for apples, and one that we know will leave a lasting impression on consumers, especially after they bite into one.” -David Bedford, research scientist for the UMN apple breeding program.
When the opportunity to name the next apple passed through the doors at Capsule, everyone wanted in on...