creativity

Letting go is the hardest thing

  • Friday, 17 December, 2010
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Tim Brown from IDEO gave the audience at his TED Talk a simple exercise. He asked the audience to draw a picture of the person sat next to them. He gave them a minute to do so. He then asked them to show their pictures. “Sorry” was the stock reaction as the sketches were revealed. They had an inhibition on showing their work. When it comes to creativity, as we move beyond childhood we take on board inhibitions and feel more uncomfortable sharing our creative efforts unless we perceive them to be ready or any good. Getting a visual designer to share her work in progress is a challenge. We fear what others will think if our “deliverable” is not ready, is not finished or polished. We fear setting expectations, we fear disappointing, we kill our creativity with fear.

So we are uncomfortable at letting others into our personal creative process. Now take this to the organisation, to the enterprise and creative genocide is abound. Like the Head of Digital who had 130 different stakeholders to socialise the Organisation’s new website designs with. Enter the HiPPO. The Highest Paid Person’s Point Of view. And with a few of those on board you get design by committee and design mediocrity. Or the client who refuses to engage with customers or end users in the early stages of the design process in fear of what they might think. A fear of setting expectations, a fear that their competitors might see what they are up to. Killing their creativity with fear.

Letting go is the hardest thing. But it can also pay great rewards.

On 27th October people coming out of arrivals at Heathrow airport were greeted by singers and dancers and general merriment. As an ad campaign for T-Mobile by Saatchi & Saatchi it was inspired, creative but not without risk. All the members of the public filmed had to sign a release form, agreeing to their being used in the ad. What if they didn’t? But they did. Whilst meticulously planned, the success of the ad is in the general public. T-Mobile got over any fear they may have had of the unknown and let go of the product to let the crowd create. It’s an uplifting piece, and successful too; their youTube page has had over 5.5 million views. And to the bottom line? The ad saw a 12% rise in sales the week after airing.

Are you experienced?

  • Thursday, 13 November, 2008
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“For you who have had the experience, no explanation is necessary. For you who have not, none is possible.”

I’m going to attribute that saying to Ram Dass, a Harvard professor who via psychedelic experiences ended up a spiritual teacher in the Eastern Tradition.

The problem with too much software/web design is that it is produced by people who have just not had the experience, or do not see the experience as relevant to their organisation or domain. They just don’t “get it”.

(“For you who have an apple product, no explanation is necessary, for you who have not, none is possible?” Cue “it’s an enterprise application we’re buiding, not a ****ing iPhone”).

If we want to build memorable and compelling products, we need to focus upon the experience. To dwell on the feature list or functional requirements is to build mediocrity. Nothing wrong with mediocrity if you don’t want to delight your customers or increase the performance of your workforce. Without considering experience you will miss innovation and added value.

So how to focus upon experience? Get your team to undertake different tasks to get under the skin of what customers go through.

Telco product?
Spend time in a retail outlet and watch different customers buy phones
Go into all the phone shops on the high street and ask the rep “hello, I want a mobile phone”. Suspend all your knowledge about phones and tariffs. How do they sell?
Leave your blackberry at home for a day (how dies it feel? How does it change what you do?)
Download instruction manuals from different phones from manufacturers websites

Travel product?
Go into a travel agents and ask for a holiday “somewhere hot and cheap in February”

Credit card product?
Ask to borrow money from someone you don’t know (how does it feel?)
Apply for a credit card at another bank
Collect all the Credit Card / loan direct mail and emails that you and you get sent over a week, photo / scan all the credit card advertisements you see in a week
Go into a car sales room and look to buy a car on credit

Supermarket product?
Get behind the till for a day (In the UK, at least a few years ago, all senior executives in both Tesco and Sainsburys spent time in the stores over the Christmas period)
Ask a shop assistant to help you find an obscure product that is not in stock
Go into a store with a shopping list and a single bank note, (no credit cards)
Go to the pharmacy when it is busy and ask to buy the morning after pill

Extend your team
Bring in representatives from completely unrelated parts of the business to participate in brainstorming sessions. Building a “youth” social networking website? Get someone from legal or corporate finance to join in. (Get’s you thinking along the lines of extreme characters – here and here [pdf]). Working on a complex exotic financial instruments? Get a few PAs to join in. You may learn something (that your product is too complicated and even you can’t explain what it really is).

I’m sure you can come up with better exercises. The object is that with this collection of experiences and related emotions new ideas can be brought to the table. They can offer insights from another, different perspective, providing more chance of business innovation being realised. More importantly, if you have an emotional attachment to the product you are building through real experience, you are more likely to build a better product that will fullfil the needs of and goals of the target audience in the way they want. The day your enterprise application team all have iPhones will be the day you start building better enterprise applications. For them, no explanation will be necessary. They’ll just “get it”.

Do Business Analysts Destroy Value?

  • Tuesday, 24 June, 2008
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The usual approach for a Business Analyst is to start with the ‘as is’ situation and then model a ‘to be’ solution.  In understanding a problem, defining the as-is situation can take a number of weeks if not months.  Once the current technology, process and working practice are understood, the BA begins to define the solution.  Inevitably this solution is based upon what has been learned during the as-is analysis, thus the majority of their time is spent dwelling in the current reality rather than what could be.

Where is the value in that?  Where is the value in modelling a solution that is based upon that the current way of working?  What can you really learn about the business intent from the current as-is process?  A process that is based upon technical decisions, practical constraints and inherent complexity that were made at the time the software was built (in the enterprise world that was an average of 7.2 years ago), and hasn’t technology moved on since then?  By specifiying a system in terms of the curent reality the BA is missing a trick, and in the process is failing to add the value that the developement opportunity offers.  Indeed the BA is probably destroying value with over complex specifications that do not get down to the heart of the business need.

If Business analysts really want to create value, rather than dwelling in the past they should start with the “to-be” vision.  What are the desired outcomes of the application?  What should it do? (Not how should it do it).  Challenge existing assumptions, ignore perceived limitations and start with ‘blue-sky’ thinking.  What would we really like the application to do?  What are the customer / user goals and how can the application most eficiently (and delightfully) achieve these.  Think about the what, not the how.  Unlike the usual pattern of analysis, spend most of the time in the ‘to be’ world, only visiting the as-is to ask questions and confirm assumptions.

But that is only the first step of the BA creating value rather than destroying it. Why not go further and question the fundamental business model.  Rather than replace an old system with a new one, is it possible to reinvent the business itself?

Let’s take an example.  The client’s core business was data.  They supplied that data to their customers through an old and cumbersome desktop application.  They employed a service team to visit customers and install the system.  Data updates were sent via CD-ROM.  Their initial requirement was to maintain the desktop application.  The steer was to rebuild its functionality in an updated architecture (only one person in the company really understood how it worked, so updates were infrequent and key-man depecncy was a real concern to the business) develop a new local database and provide the ability to download batch data updates via the web.

The business analysis could easily capture requirements based upon this vision, yet they would be doing the client a diservice.  It would be possible to design and build a new desk-top aplication that woud be installed by the service team.  The technology would be better, database querries would be faster and customer attrtion would be slowed.  But it would be missing a trick.  The desktop application that IT wanted to rebuild was not where the value was.  The value was in the data.

Understanding what clients actually wanted and how they used the data (they used the desktop application to mine the data then copied and pasted into excel) it was possible to begin to challenge the existing assumptions.  The desktop app had charting and graphing functionality – why rebuild that when Microsoft do rather a good job of that with a product called Excel.  The requirements slowly changed into the ability for clients to pull data into excel via a web service.  It now would be possible to charge for data usage enabling creative new packages to be offered to different customers.  Previously customers had requested for changes to calculations and models to be implemented on updates for the desktop application.  Now the business started thinking about building a community where customers could create and share excel models and calculations on community website.  IT was helping the business create new value, setting aside the current reality and entering a domain of new possibilities.

The business analyst moved on from being a requirements taker to a change agent.  This was possible only with the mind-shift away from paying lip-service to the way the current application worked and thinking in terms of what and what if.