Lecture 5 - 10 steps to a future you

From the works of some great thinkers.
Stephen R Covey - successful self improvement books - 7 habits of highly effective people


Lawrence Kholberg Psychologist Behaviour and success


Karl Hopkins Local Leeds. work with young creative businesses, investor Secret millionaire, ND in Graphic design at LCA


1. Proactivity


Natural aptitude of human beings.


Animals 


Stimulus -> response


Humans 


Stimulus -> Choice -> Response


Develop strategy's to protect ourselves, make things easier


In business  


Expand your sphere of influence from family, friends, community
to more contacts, work placements, push the boundaries to the Circle of concern.


Use your value statement, let people know what you want to achieve.


Three environments


Internal - Your skills, your resources, your lifestyle
Micro - Your networks of friends and associates,
        Your competitors and other practitioners
        Your Suppliers
        Your community
        Stakeholders 
Macro - Cant influence as much
        World market conditions


2. Project
Develop a vision of yourself in the future
Create a principle centred personal mission statement
Extend the mission into long term goals


                      Business Vision
                            |
                  Priority Management
                    |              |


              Business plan       Life plan    


The more developed your vision the more chances you have of achieving this.


'Begin with the end in mind' - Karl Hopkins (planned to set up Design Agency in London to sell in the future)


3. Provide


Clear explanations to people
Speak in their language not yours
Talk about the benefits not processes


Gurus: Quote from slide 


Think: Who you are talking to
Create - Clear messages
Inspire people with your creativity


Example of sound engineer who does not mention what he actually can do to change someone's busines, not good enough to say which tools use.  need to explain how you can add value.


4 Prioritise


Put first things first
Keep a proper balance
Stick to your personal missio


As a student IS the focus on results, time,


5. Presents


Think - win/win
Seek outcomes and relationships that are mutually beneficial
Do a favour to gain a favour


Only work with people who will benefit you in the long run.  Think about how they are benefitting from your experience


Carl Hopkins - Young coffee company - Coffee Kloog
Albion Street
Free coffee and business advise
Women only, Network
He got in return a vision of young evolving businesses as potential investments


Also Enterprising Britain


Kohlberg's theory


Characters / mover through stages


Pre-conventional Child like I want Why should I Nobody listens, short term  Dependent


Conventional -  I would be happy to, your needs, I understand, negotiate, medium term - Independent


Post-conventional - We can, together, mutual benefit, long term - effect communities working in teams, changing for everybody -  Inter-dependent


6.Pause
Pause to listen - give all your attention.  Give yourself to the moment
Empathise, walk in someone's shoes
Don't re-iterate or interpret - just listen
Do you really know how they feel or are you just saying how would you feel? 
To learn new unexpected things
Seek first to understand before you seek to be understood
Learn from your differences


7. Proven
Consistency
Intergrity
Reliability


Successful brands 


7. Proven


Trust certain brands as you associate experiences/tastes as consistent and proven. 



EG Channel
   Coca-cola
   Frank Gehry -  Architect


Seek to achieve Consistency, Integrity and reliability in your practice.


Examples of proven brands
Steinway Piano
Andy Goldsworthy - Sculpture
Jimmy Choo Shoes


8. Partner
Achieve through collaboration
Synergy multiple talents
Work with other experts outside your field to achieve greatness


EG James Dyson, Antony Gormley, Michelangelo, Everist expeditions.


The Hollywood model
Every film is a project. Avatar took 1000's of people working freelance.  All people have creative input


9. Pitstop
Technology/ changes really fast moving
- Sharpen up - bolt on
- Rest - renew, revitalise, inspire
- Explore - Challenge, excite


10. Propel


- Extinguish your fears
- Exude confidence
- Instill faith


STOP SAYING YOUR ONLY A STUDENT - NEVER JUST


Recommend reading - 7 habits of highly effective people - Synopsis










   

Study task 2 Group tutorial preparation

1.  What is industrial experience?

• Any contact with Design Agencies and Graphic Designers such as advise on portfolio and specific live briefs.
• A day's work experience up to a few weeks secondment with an agency, at a printers or Packaging Company for example.
• Working on a live brief
• Gaining an independent understanding and knowledge of real life graphic design outside of college
• Meeting and networking with Professionals and clients ar exhibitions and galleries  

2. What can you learn from industrial experience?

• Identify which areas of Graphic Design interest me 
• Identify Agencies and Designers within 30 miles of Huddersfield as potential employers/collaborators in the future
• Working as part of a team of designers on a live brief.
• Coordinating live projects and meeting real deadlines
• Learn about the relationships which exists between professionals, printers and clients.

3.  What form/format could industrial experience take?

• An hour spent discussing your portfolio with a Professional
• A day in a Design studio
• A live brief
• A week in a Design Studio or with  Graphic Designers
• Studio visits

4.  What areas of industry are you interested in?

• Information graphics
• Digital design for screen
• Web design
• Branding and identity
• Museum/public space signage and wayfaring
• Concept development

5.  What are your concerns about industrial experience?

• Will age be a barrier?
• Could be difficult to spend more than a couple of days away from home of Studios are based more than 30 miles away.
• How to make contact with Agencies
• Will I ever be good enough?
• Will my Accountancy background work for or against me? 
• Do I highlight my past experience?  Accountants can be perceived as boring.... but have fantastic analytical skills, project management skills and have spent a lifetime meeting deadlines!   

Some of my Infographic work

Some websites and agencies I like 

Team Print visit

On Wednesday 19th October we had a  visit to Team which was a most informative and enjoyable afternoon out.  One of the directors Simon Bucktrout spent a considerable amount of time showing us around and explaining their process in detail.  
Team offer not only Litho and digital print they also have in-house facilities for finishing including special finishes such as foiling, embossing, die cutting, spot varnish and laminates.  They recently bought a local packaging company who offer high end boxes, files and other packaging which fits hand in glove with the print side of the business. 


I think the most eye opening part of the day is whilst they have state of the art litho and digital presses a lot of the processes still rely on the human hand.  Processes such as making up brochures and books were all done by a tam by hand, using double sided sticky tape!  The  die cutting, embossing and foiling is carried out on old Heidelberg presses in a small print shop ran by operators.
The other 'eye' opener was that the latest Hewlett Packard digital printers offer more than CMYK, you can get spot colours! 


TEAM 


As I forgot to take my camera on the day I have used some of Joe Warburton and Sophie Wilson's photos of the day.

The prepress print work flow schdule planned two weeks ahead for each machine.

A Cyan plate being prepared for the Litho press.

Paper is fed onto the Litho on pallets

Cyan inks on the Litho

This job on the Litho press was on hold awaiting the clients OK.  One of the photos of a Christmas pudding was being absorbed into its black background.  It is attention to detail like this that obviously has helped Team's success.

The digital ink controls for the Lithopress

Gullotining

A FOLDING MACHINE

This is a use screen printing press which they actually use for spot varnishes and laminating rather than screen printing as such.

All made up by hand!

A die cut template

An example of Foiling

The specialist packaging on offer

How to successfully promote yourself in six easy steps

The lecture was delivered from a Freelance design or small agency perspective.


The 'noisy' market - the average person receives on average between 5000 to 6000 messages per day.


Framework number one


Marketing/Communication matrix by Murray & O'Driscoll


Use this as a checklist

The Internet is not a method in itself but rather a 'place' or conduit to market yourself.

Step 0 is to do nothing!

1.  Get their attention

A memorable business card - networking at trade fairs, events '  Important to say what you can do.

• Advertising
• Events
• Radio interviews
• write articles
• Run a blog - news feeds, a conduit of info.
• Exploit social media
• Publicity

2.  Build their interest - need more info.

• Websites
• Portfolio
• Info. packs
• Catalogue
• Curation - vents, credited for organising
• Exhibition- interact

3.  Convince them of your authority, authenticity and professionalism

• Artist statements - values
• Recommendations
• Testimonials
• Awards
• Community engagement - Charitable, be visible, trustworthy
• Professional bodies

4. Make your offer irresistible - mirror their own values by understanding their values 

• A proposition
• Pricing stratgy - discounts, long term
• packaging - extra service
• Try before you buy
• Recommendations
• Differentiation - Who you are, chemistry

5.  Close the sale 

• Put all questions to them and allow them to convince themselves
• convenience - Make more
• But it now - is there a reason?
• Right place, right time - work through this
• Delivery - Can I make it any easier for you?
• Personal selling - face to face
• Interactive website - High investment

6.  Reinforce 

• After sales service show that you care, phone them for feedback
• Advertising
• Public relations - remind existing customers yo are syll there
• Longevity
• Merchandising - Clever  to keep you in people's minds
• Maintaining contact
• Building relationships

 Jonny Cupcakes World tour video - A US brand of t shirts

"Re-cooling' the brand

A - Attention

I - Interest

D - Desire

A - Action

Who are your customers?

Tailor your service to a market - target your market

An example Selvedge Magazine detail where their customers are and what they do

Can control who you are advertising to for example on Facebook.

Try to minimise spam and tap into latent demand in the market e.g. a supermarket you may go with a specific list but visual stimulants 

Personalise advertising

People and their lives are complex so becoming more difficult to target advertising.

Market Segmentation

Look at media usage of customers

What websites, trade mags, newspapers, understand their behaviour.

Business to business

Make it personal, direct communication to right person.

Media usage

Use the the correct conduit

EG

Do your businesses drive to and from work , airlines, networking and broadsheet papers.

Consumer segmentation

• Demographics
• Geographical facts
• Lifestyle choices
• Media usage - right place,right time.
• The Internet - watched monitored processed

Value - What are you worth?

PESTLE model

Druker - A marketing writer /expert argued that innovation is the tool of entrepreneurship. Both international and entrepreneurship demand creativity. Creativity is the process by which culture is changed.

Michaly - Theories about marketing 'Act of seeing things that everyone around us see while making connections that no-one else makes'

David Hockney helped people see things differently in his local town:

Phillip Kotler - A marketing strategy

CCDVTP

Product management - Open technology

Brand management - A promise, Inspiration, emotional not just about logo or packaging

Customer management - Meet the customers/ More personal than the database helps to create products

New approaches to using Customers as a resource eg Innocent smoothie.  Buy things emotionally not out of need.

We need insight to what makes people stick

Basic human needs have not changed:

• Security
• Habitat
• Social/Co-operate
• Social strata developed
• Status symbols - Education, position, labels, fast cars
• Spiritual needs - Music, Theatre, sports and religion

To help you ful-fill people's needs we need to understand people's motivation.

Maslow's Hierarchy of needs 

Advertisers play on our need for love and belonging.

Design is applied psychology- fulfilling people's needs.

Art is applied philosophy

Being useful and entertaining

Dan Germain video

Consumer behaviour changes in a downturn.  We need to keep telling people why we are useful.  retain usefulness and be interesting

Look at Ted talks Creativity http://www.ted.com/search?q=creativity

Vivian Westwood is an original thinker.  She says she never watches TV as TV is a form of massive distraction.

Where is the money?

Greatest human needs - Greatest market potential - Food, Housing, utilities and medicine.

Reduced human needs -  Lower market potential - Esteem, self- actualisation, Organic farming, Holiday cottages and health Spas.

Where does the money go?

40% on housing

Transportation is not in Maslow's hierarchy of needs as not everything is local.

Value proposition

Steve Rankel video

How to get your customers to Chose to buy from you

Short 

Specific - relates to customer - How can improve a customer's life

Customer language

Seat of the pants test - Make people sit up

The overal aim of a value proposition is How can us improve your customer's life?

Specific aims

The outcomes for your customer, how they are effected

Objectives

Output - how we will achieve our aims

Should not be more than three sentences, up to 60 words long

Examples

BBC mission statement

Ben and Jerry's ice cream

Leeds College of Art