DESIGN
Creating Meaning
System Thinking
Process Thinking
Slide 6
Slide 6 text
Curiosity
Tinker
Discovery
DESIGN
Slide 7
Slide 7 text
BUSINESS
Slide 8
Slide 8 text
BUSINESS
Creating Value
Slide 9
Slide 9 text
BUSINESS
Exchanging Value
Slide 10
Slide 10 text
DESIGNING
BUSINESS
a
Design
Slide 11
Slide 11 text
Applying design
thinking + skills
to how we create
value and how we’re
compensated for it.
aka
Slide 12
Slide 12 text
VALUE ? What’s the true value
we provide as designers?
VALUE How can we increase
the value we provide?
How can we get best
compensated for the
value we produce?
VALUE $
Slide 13
Slide 13 text
ME
YOU
≠
Slide 14
Slide 14 text
MY EXPERIENCES
YOUR SITUATION
may not =
Slide 15
Slide 15 text
MY EXPERIENCES
YOUR NEEDS
may not =
Slide 16
Slide 16 text
MY EXPERIENCES
YOUR GOALS
can help
but hopefully
Slide 17
Slide 17 text
VALUE? What’s the
true value we
provide through
our work?
Slide 18
Slide 18 text
WHAT
I THOUGHT
Slide 19
Slide 19 text
BEAUTY + ELEGANCE
THOUGHT
Slide 20
Slide 20 text
BEAUTY + ELEGANCE
THOUGHT
To save them from themselves.
Slide 21
Slide 21 text
OPTIONS
THOUGHT
Slide 22
Slide 22 text
OPTIONS
Mild, Medium, or Spicy?
THOUGHT
Slide 23
Slide 23 text
SPEED
THOUGHT
Slide 24
Slide 24 text
SPEED
THOUGHT
Do a lot of stuff.
Slide 25
Slide 25 text
SPEED
THOUGHT
Do a lot of stuff. Faster.
Slide 26
Slide 26 text
THE FINISHED PRODUCT
THOUGHT
Slide 27
Slide 27 text
THE FINISHED PRODUCT
Forgives everything that led to it.
THOUGHT
Slide 28
Slide 28 text
WHAT
I’VE LEARNED
Slide 29
Slide 29 text
THE BASICS =
79% OF YOUR SUCCESS
LEARNED
Slide 30
Slide 30 text
BASICS =
TRUST
Be reliable. Follow-through.
Don’t make more work.
Slide 31
Slide 31 text
COMMUNICATION
BASICS =
Clear, consistent and proactive.
(This topic deserves 23 slides in itself. Alas.)
Slide 32
Slide 32 text
DESIGN PROCESS
LEARNED
DESIGN RESULTS
is as valuable as (and sometimes more)
Slide 33
Slide 33 text
You’re selling a lot more than just
design. You’re selling less risk for the
client… a solid process and strategy.
– Jason Blumer
“
”
Slide 34
Slide 34 text
DESIGN PROCESS =
CLARITY
Providing perspective and insight
of factors that the design supports.
Slide 35
Slide 35 text
DESIGN PROCESS =
DIRECTION
Aligning varied factors into
an effective design solution.
Slide 36
Slide 36 text
EXPLORATION
Discovery, learning, adjustment
amidst implementation.
DESIGN PROCESS =
Slide 37
Slide 37 text
VALIDATION
Reality wins every time.
DESIGN PROCESS =
Slide 38
Slide 38 text
VALIDATION
Reality wins every time.
Help your client join its team.
DESIGN PROCESS =
Slide 39
Slide 39 text
What’s the
true value we
provide through
our work?
“
”
?
Slide 40
Slide 40 text
BEAUTY + ELEGANCE
OPTIONS
SPEED
FINISHED PRODUCT
Slide 41
Slide 41 text
BEAUTY + ELEGANCE
OPTIONS
SPEED
FINISHED PRODUCT
Sometimes
Important
Slide 42
Slide 42 text
TRUST
COMMUNICATION
Baseline
Slide 43
Slide 43 text
TRUST
COMMUNICATION
Baseline
Super
Important
Slide 44
Slide 44 text
CLARITY
DIRECTION
EXPLORATION
VALIDATION
Unique
Slide 45
Slide 45 text
CLARITY
DIRECTION
EXPLORATION
VALIDATION
Unique
Super
Valuable
Slide 46
Slide 46 text
VALUE How can
we increase
the value
we provide?
Slide 47
Slide 47 text
WHAT
I THOUGHT
Slide 48
Slide 48 text
Be quicker.
THOUGHT
DOING MORE WORK
Slide 49
Slide 49 text
Be quicker. Over deliver.
THOUGHT
DOING MORE WORK
Slide 50
Slide 50 text
DOING BETTER WORK
THOUGHT
Be more perfect. Increase ‘quality’.
Slide 51
Slide 51 text
WHAT
I’M LEARNING
Slide 52
Slide 52 text
EFFICACY
EFFICIENCY
out
performs
LEARNING
Slide 53
Slide 53 text
EFFICACY
LEARNING
Knowing what work to do - and not.
All experience prior to this problem.
Slide 54
Slide 54 text
NOT ALL WORK
VALUE
is of equal
LEARNING
Slide 55
Slide 55 text
INSIGHT
SKILLS
out
performs
LEARNING
Slide 56
Slide 56 text
IDEATION
PRODUCTION
aka
out
performs
Slide 57
Slide 57 text
COMMODITY
PRODUCTION
Quality implementation is
necessary & highly important, but -
Slide 58
Slide 58 text
COMMODITY
PRODUCTION
Good production is increasingly
available from many sources
Slide 59
Slide 59 text
COMMODITY
PRODUCTION
Equaling a large amount of
supply to meet demand
Slide 60
Slide 60 text
COMMODITY
PRODUCTION
Making production less ‘valuable’.
It should (and will) cost less.
Slide 61
Slide 61 text
EXCLUSIVE
Clear, effective thinking & planning
is in shorter supply. Can be focused.
IDEATION
Slide 62
Slide 62 text
EXCLUSIVE
Effective insight & ideation is
much more difficult to duplicate.
IDEATION
Slide 63
Slide 63 text
EXCLUSIVE
Clear perspective & lateral insight is
less likely to be available internally.
IDEATION
Slide 64
Slide 64 text
EXCLUSIVE
IDEATION
Making ideation much more ‘valuable’.
It should (and does) cost more.
Slide 65
Slide 65 text
DIFFERENT
BETTER
LEARNING
is better
than
Slide 66
Slide 66 text
BETTER, BASICALLY =
EVERYTHING
Slide 67
Slide 67 text
ANYONE
TRIES TO
ATTRACT
DOING EVERYTHING =
Slide 68
Slide 68 text
EVERYONE
COMPETES
WITH
DOING EVERYTHING =
Slide 69
Slide 69 text
NOTHING
YOU BECOME
EXCELLENT AT
DOING EVERYTHING =
Slide 70
Slide 70 text
SPECIFIC
BECOMING
SOMETHING
BEING DIFFERENT =
Slide 71
Slide 71 text
EVERYTHING
INTENTIONALLY
SAYING NO TO
BEING DIFFERENT =
Slide 72
Slide 72 text
Instead of being mildly appealing
to anyone, become intensely
appealing to a select group.
– Tim Williams
“
”
Slide 73
Slide 73 text
Deciding what you do - and don’t,
for whom, and why.
BEING DIFFERENT
TAKING A POSITION
Slide 74
Slide 74 text
Your purpose. Beyond making money,
why does your business exist?
POSITIONING =
CALLING
UNCOVERING
YOUR
Slide 75
Slide 75 text
POSITIONING =
COMPETENCIES
DETERMINING
YOUR
What are your unique strengths -
that you can do better than others?
Slide 76
Slide 76 text
POSITIONING =
CUSTOMERS
Who can you serve best -
your preferred and ideal customers?
SELECTING
YOUR
Slide 77
Slide 77 text
POSITIONING =
CULTURE
What are the principles you would
turn-away business to support?
DECIDING
YOUR
Slide 78
Slide 78 text
TWO PEOPLE
ONE
are smarter than
LEARNING
Slide 79
Slide 79 text
HONEST
A PERSON
WHO KEEPS YOU
PARTNERSHIP =
Slide 80
Slide 80 text
HONEST
A PERSON
WHO KEEPS YOU
PARTNERSHIP =
WITH YOURSELF
Slide 81
Slide 81 text
SMART
A PERSON
WHO KEEPS YOU
PARTNERSHIP =
Slide 82
Slide 82 text
TRUST
A PERSON
WHO YOU
PARTNERSHIP =
Slide 83
Slide 83 text
STRANGLE
A PERSON
YOU WANT TO
PARTNERSHIP =
Slide 84
Slide 84 text
STRANGLE
A PERSON
YOU WANT TO
RARELY
PARTNERSHIP =
Slide 85
Slide 85 text
STRANGLE
A PERSON
YOU WANT TO
RARELY,
BUT SOMETIMES
PARTNERSHIP =
Slide 86
Slide 86 text
WORTH
THE EFFORT
IS
CERTAINLY
PARTNERSHIP =
Slide 87
Slide 87 text
How can
we increase
the value
we provide?
“
”
Slide 88
Slide 88 text
GET LEVERAGE
ANSWER:
Slide 89
Slide 89 text
Little Leverage Tons of Leverage
EFFICIENCY
SKILLS
GENERALIST
INDIVIDUAL
EFFICACY
INSIGHTS
SPECIALIST
PARTNERSHIP
Slide 90
Slide 90 text
VALUE How can we get
best compensated
for the value
we produce?
$
Slide 91
Slide 91 text
WHAT
I THOUGHT
Slide 92
Slide 92 text
PRICING
“How much do I need to make
an hour
THOUGHT
COSTS
=
+this + that + another thing?”
Slide 93
Slide 93 text
PRICING
THOUGHT
MARKET
=
“How much are these other guys
getting away with charging?”
Slide 94
Slide 94 text
PRICING
THOUGHT
EFFORT
=
“How many hours is this
damn thing going to take?
Slide 95
Slide 95 text
UNIT OF $
THOUGHT
HOUR
=
“Um, yeah. That’s the
way everyone does it.”
Slide 96
Slide 96 text
UNIT OF $
THOUGHT
DAY
=
“Less micro-managing. Cool.”
Slide 97
Slide 97 text
UNIT OF $
THOUGHT
WEEK
=
“Finally, big picture thinking.
We’re geniuses.”
Slide 98
Slide 98 text
WHAT
I’M LEARNING
Slide 99
Slide 99 text
COSTS
LEARNING
YOURS
=
Slide 100
Slide 100 text
COSTS
LEARNING
YOURS
=
Your concern.
Slide 101
Slide 101 text
COSTS
LEARNING
YOURS
=
Your concern. Your benefit.
Slide 102
Slide 102 text
COSTS
LEARNING
YOURS
=
Not the concern of your client.
Slide 103
Slide 103 text
COSTS
LEARNING
Affect whether you can profitably
provide requested value, but -
Slide 104
Slide 104 text
COSTS
LEARNING
Should not dictate compensation
for the value you produce.
Slide 105
Slide 105 text
PRICING
LEARNING
Slide 106
Slide 106 text
PRICING
LEARNING
VALUE
=
Slide 107
Slide 107 text
PRICING
LEARNING
VALUE
=
Me: “Of course. Duh.”
Slide 108
Slide 108 text
Instead of negotiating price,
negotiate value. Clients aren’t price
conscious, they’re value conscious.
– Ron Baker
“
”
Slide 109
Slide 109 text
TOTAL VALUE =
YOU
THE
VALUE
CLIENT
VALUE
FOR
+
CHARGE
FOR
TO
REAP
Slide 110
Slide 110 text
PRODUCED
TOTAL
VALUE
CLIENT
VALUE
FOR
– TO
REAP
aka THE VALUE YOU CHARGE FOR =
Slide 111
Slide 111 text
UNIT OF $
LEARNING
Slide 112
Slide 112 text
UNIT OF $
LEARNING
VALUE
=
Slide 113
Slide 113 text
UNIT OF $
LEARNING
VALUE
=
Me: “Dammit. Of course, double duh.”
Slide 114
Slide 114 text
VALUE BILLING
LEARNING
≠
VALUE PRICING
Slide 115
Slide 115 text
VALUE BILLING
LEARNING
≠
Pricing is proactive. Billing is reactive.
VALUE PRICING
Slide 116
Slide 116 text
MORE HONEST
LEARNING
VALUE PRICING
is
Slide 117
Slide 117 text
MORE HONEST
LEARNING
VALUE PRICING
is
By aligning designer & client incentives.
Slide 118
Slide 118 text
MORE FAIR
LEARNING
VALUE PRICING
is
Slide 119
Slide 119 text
MORE FAIR
LEARNING
VALUE PRICING
is
To you and your client.
Slide 120
Slide 120 text
MORE FLEXIBLE
LEARNING
VALUE PRICING
is
Slide 121
Slide 121 text
MORE FLEXIBLE
LEARNING
VALUE PRICING
is
Compensation can come in many forms.
Slide 122
Slide 122 text
MORE PROFITABLE
LEARNING
VALUE PRICING
is
Slide 123
Slide 123 text
MORE PROFITABLE
LEARNING
VALUE PRICING
is
Costs no longer dictate / limit your value.
Slide 124
Slide 124 text
SCOPE OF VALUE
LEARNING
based
upon
VALUE PRICING
Slide 125
Slide 125 text
SCOPE OF VALUE
LEARNING
based
upon
VALUE PRICING
Instead of scope of work.
Slide 126
Slide 126 text
THEREFORE,
VALUE PRICING
Slide 127
Slide 127 text
CONVERSATION
THEREFORE
VALUE PRICING
is a
Slide 128
Slide 128 text
CONVERSATION
THEREFORE
VALUE PRICING
is a
Up-front dialogue & discovery with client.
Slide 129
Slide 129 text
How can we get
best compensated
for the value
we produce?
“
”
$
Slide 130
Slide 130 text
VALUE
SEPARATE
Slide 131
Slide 131 text
COSTS
AND
Slide 132
Slide 132 text
VALUE COSTS
=
REALLY, TRULY
Slide 133
Slide 133 text
KILL YOUR
HOURLY RATE
MAKE EVERY EFFORT TO
Slide 134
Slide 134 text
SO YOU CAN
TIE YOUR UNIT OF PAYMENT
VALUEproduced
instead.
to
the
Slide 135
Slide 135 text
TO LEARN WHAT
A CLIENT VALUES
TAKE THE TIME AND EFFORT
Slide 136
Slide 136 text
TO HELP MAKE
THOUGHTFUL PRICING
one of your core
competencies.
Slide 137
Slide 137 text
YOUR BUSINESS =
Slide 138
Slide 138 text
YOUR BUSINESS =
YOUR DESIGN
Slide 139
Slide 139 text
YOUR BUSINESS =
YOUR DESIGN
Design it thoughtfully & purposefully,
as you would anything else.
Slide 140
Slide 140 text
@ClaytonFarr
FORMexperience.com
THANK
YOU
Slide 141
Slide 141 text
LEARN
MORE
Businessologyshow.biz
Dan Mall & Jason Blumer
Positioning
for Professionals
Tim Williams
Implementing
Value Pricing
Ron Baker