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Scott Kubie - MinneWebCon 2013 De-fuzzing Fuzzy Concepts #FuzzyConcepts @scottrocketship Clarity, copy, and content strategy: Monday, April 15, 13

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#FuzzyConcepts @scottrocketship First, A Fuzzy Definition of Fuzzy Concepts Monday, April 15, 13

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“ #FuzzyConcepts @scottrocketship There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer Monday, April 15, 13

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Our images are getting sharper... #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Monday, April 15, 13

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What tools do we have for sharp concepts? #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Um...thinking? Thinking is good. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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“ #FuzzyConcepts @scottrocketship People who think well, write well. Woolly minded people write woolly memos, woolly letters and woolly speeches. - David Ogilvy Monday, April 15, 13

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Iteration vs. introspection? #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Now, Several Reasons Fuzziness is Bad Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Fuzziness causes friction. Monday, April 15, 13

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Rework p. 44, 2010 “ #FuzzyConcepts @scottrocketship When you don’t know what you believe, everything becomes an argument. Everything is debatable. But when you stand for something, decisions are obvious. - Jason Fried and David Heinemeier Hansson Monday, April 15, 13

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#FuzzyConcepts @scottrocketship If you’re not distinct, you’re not relevant. Monday, April 15, 13

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As predicted in her closing plenary at the 2013 IA Summit “ #FuzzyConcepts @scottrocketship In 30 years... Every business is digital. Every business is in the user experience business. - Karen McGrane Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Fuzziness makes your experience suck. Monday, April 15, 13

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We can’t establish context without clarity. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Purpose Focus Structure Consistency Meaning Distinction Conviction Ownership Ambition Authenticity Perspective Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Purpose Focus Structure Consistency Meaning Distinction Conviction Ownership Ambition Authenticity Perspective Purpose Focus Structure Consistency Meaning Distinction Conviction Ownership Ambition Authenticity Perspective Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Clarity is empowering. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship How do we defuzz? Monday, April 15, 13

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CARE! CARE, DAMN YOU! Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Enter: Content Strategists! To the rescue! Monday, April 15, 13

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Voice and branding? Check. Qualitative analysis? Check. Asking “Why?” well past the point where everyone else is exhausted? Check. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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UX designers fight for the user. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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UX designers fight for the user. Content strategists fight for the future. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Next, A Totally Made-Up but Reasonably Useful Six-Part Framework for Evaluating your Purpose and Combatting Fuzziness Monday, April 15, 13

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Vision Voice Mission Message Targets Tone Monday, April 15, 13

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Vision Voice Mission Message Targets Tone Monday, April 15, 13

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Vision Voice Mission Message Targets Tone Monday, April 15, 13

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Vision Monday, April 15, 13

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Visions are realized. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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So what? Why are we doing this? What's the point? Will anyone care? Is this even possible? Isn't someone already doing this? #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Clear visions are ambitious. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Arguing about what’s “right”. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Figure out what you believe (easy, right?). Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Figure out what you believe (easy, right?). 2. Write it down. Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Figure out what you believe (easy, right?). 2. Write it down. 3. Review regularly. Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Build consensus. Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Watch for silent dissent. Not vocalizing disagreement is not the same as agreeing. Write a manifesto TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship The principles aren’t coming through in the products. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Make it Visual BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Write it on the wall... Make it Visual BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Write it on the wall... Publish it on your website.... Make it Visual BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Write it on the wall... Publish it on your website.... Tattoo it on your chest... Make it Visual BEST PRACTICES Monday, April 15, 13

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Monday, April 15, 13

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Monday, April 15, 13

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Vision Voice Monday, April 15, 13

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Vision Voice Monday, April 15, 13

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Voices are found. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Whose thing is this? Is this us? How do we decide? Do we believe that? Where does it belong? Monday, April 15, 13

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A clear voice has perspective. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Many speakers, many voices. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Elevator Pitch Workshop TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Make a list of common questions about your thing. Elevator Pitch Workshop TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Make a list of common questions about your thing. 2. Record answers individually. Elevator Pitch Workshop TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Make a list of common questions about your thing. 2. Record answers individually. 3. Play back to the full group. Elevator Pitch Workshop TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship 1. Make a list of common questions about your thing. 2. Record answers individually. 3. Play back to the full group. 4. Facilitate discussion on themes, concerns. Elevator Pitch Workshop TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship It’s hard to stand out. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Start with a good name BEST PRACTICES Monday, April 15, 13

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“ #FuzzyConcepts @scottrocketship I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude. - Jeff Bridges is The Dude The Big Lebowski Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Start with a good name BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Start with a good name When brainstorming, seek hyponyms, not just synonyms. BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Start with a good name When brainstorming, seek hyponyms, not just synonyms. BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Start with a good name When brainstorming, seek hyponyms, not just synonyms. BEST PRACTICES Monday, April 15, 13

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Vision Voice Mission Monday, April 15, 13

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Vision Voice Mission Monday, April 15, 13

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Missions are accomplished. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship What IS this thing? What problem are we trying to solve? What type? App? Site? Book? Event? Can we cut this? Do we need this? Monday, April 15, 13

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#FuzzyConcepts @scottrocketship How to prioritize? Monday, April 15, 13

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#FuzzyConcepts @scottrocketship MoSCoW TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship MoSCoW TECHNIQUE 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) Monday, April 15, 13

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#FuzzyConcepts @scottrocketship MoSCoW TECHNIQUE 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) Monday, April 15, 13

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#FuzzyConcepts @scottrocketship MoSCoW TECHNIQUE 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) Monday, April 15, 13

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#FuzzyConcepts @scottrocketship MoSCoW TECHNIQUE 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) Monday, April 15, 13

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#FuzzyConcepts @scottrocketship What the hell is this thing? Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Concept Modeling TECHNIQUE Give the abstract more substance with a structured diagram focused on relationships. Monday, April 15, 13

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Facebook Page Complete Vehicle Inventory Dealership Information Homescreen Icon Website Portal available at idealer.co/ dealername is built by is a Service for that powers Native Mobile Apps for Auto Dealerships used by Dealership Customers Dealership Staff to enhance the relationship and communication with used to manage Auto Dealers designed for featuring Apple's App Store Android Marketplace iPhone iPad iPod Multiple Android Devices Twitter Profile YouTube Google Plus Push Messages about Events News Special Offers In-App Logo In-App Photos & Graphics that run on that run on downloaded through downloaded through Social Links to with dealership branded User Toolbox containing Flashlight Loan Calculator Parking Assistant Vehicle Manuals including Contact Details Hours and Services Map and Locations who access Application Features including Vehicle Photos Detailed Descriptions Links to more info Overall Look and Feel brand company #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Website Portal available at idealer.co/ dealername is built by is a Service for that powers Native Mobile Apps for Auto Dealerships used by Dealership Customers De to enh and used to manage Auto Dealers designed for who access brand company Monday, April 15, 13

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Facebook Page Complete Vehicle Inventory Dealership Information Homescreen Icon Native Mobile Apps for Auto Dealerships used by Dealership Customers Dealership Staff to enhance the relationship and communication with used to manage d featuring Twitter Profile YouTube Google Plus Push Messages In-App Logo In-App Photos & Graphics Social Links to with dealership branded User Toolbox containing Flashlight Loan Calculator Parking Assistant Vehicle Manuals who access Application Features Overall Look and Feel Monday, April 15, 13

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Facebook Page Complete Vehicle Inventory Dealership Information Homescreen Icon Native Mobile Apps for Auto Dealerships used to manage d featuring Android Marketplace Twitter Profile YouTube Google Plus Push Messages about Events News Special Offers In-App Logo wnloaded hrough Social Links to with dealership branded User Toolbox containing Flashlight Loan Calculator Parking Assistant Vehicle Manuals including Contact Details Hours and Services Map and Locations including Vehicle Photos Detailed Descriptions Links to more info Monday, April 15, 13

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“ #FuzzyConcepts @scottrocketship Use concept models for yourself. Ultimately, they are the most selfish, introspective, and self- indulgent artifact... - Dan M. Brown Communicating Design, 2nd Edition, p.65 Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Problem: You don’t know what your problem is. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship WHO needs WHAT because WHY Problem Statement TECHNIQUE Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem- putting-purpose-back-into-your-projects Monday, April 15, 13

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Vision Voice Mission Message Monday, April 15, 13

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Vision Voice Mission Message Monday, April 15, 13

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Messages are designed. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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“an idea suitable for transmission” #FuzzyConcepts @scottrocketship Monday, April 15, 13

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A clear message has structure. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship What goes on the homepage? What should the tagline be? Do we need to mention that? Do we have to mention that? What's the most important part? Where do they start? Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Lotsa stuff. Not a lotta meaning. Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Hire an Information Architect BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Seriously though. They’re great. Hire an Information Architect BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship “It should be edgy. But safe. Not radical. Cool, though.” Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Message Architecture TECHNIQUE Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE Monday, April 15, 13

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“ #FuzzyConcepts @scottrocketship A message architecture is a hierarchy of communication goals... [T]hey’re attributes that appear in order of priority, typically in an outline. From “Content Strategy at Work” by Margot Bloomstein Monday, April 15, 13

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Vision Voice Mission Message Targets Monday, April 15, 13

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Vision Voice Mission Message Targets Monday, April 15, 13

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Targets are reached. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Clear targets are measurable. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Vision Voice Mission Message Targets Tone Monday, April 15, 13

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Vision Voice Mission Message Targets Tone Monday, April 15, 13

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Tone is chosen based on the situation and audience. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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To be clear, your tone must be appropriate. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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#FuzzyConcepts @scottrocketship OBJECTIVE LANGUAGE BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Subjective language (we’re the best!) is weak and often inappropriate. OBJECTIVE LANGUAGE BEST PRACTICES Monday, April 15, 13

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#FuzzyConcepts @scottrocketship OBJECTIVE LANGUAGE BEST PRACTICES Tip: you can be objective about subjectivity. (We think we’re the best!) Monday, April 15, 13

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#FuzzyConcepts @scottrocketship Finally, A Preemptive Strike on Possible Objections and Likely Concerns Monday, April 15, 13

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Do we have to do all this work for every project? #FuzzyConcepts @scottrocketship Monday, April 15, 13

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No. But that doesn’t mean your competitors won’t. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Are you discounting play and discovery by being so prescriptive up front? #FuzzyConcepts @scottrocketship Monday, April 15, 13

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There are times for iteration and times for introspection. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Sounds great...if only they’d let me do it the right way. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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Hang in there! I’ve got your back. #FuzzyConcepts @scottrocketship Monday, April 15, 13

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:) #FuzzyConcepts @scottrocketship That’s all. Thank you. Monday, April 15, 13

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? #FuzzyConcepts @scottrocketship Questions? kubie.co/fuzzyconcepts Monday, April 15, 13