Think + Do » an exploration of mission-driven marketing and design

Meet the Team: Scott Streble

Photographer Scott Streble showing an elderly couple their portrait on a digital camera

Since I assemble project teams depending on a client’s unique needs, I have the good fortune of working with a wide variety of talented people. This is the second in a series of interviews with collaborators I have enjoyed working with over the years.

Scott Streble is a Minneapolis-based location photographer who is best known for his documentary photographs of people. He portrays his subjects with beautiful realism, honesty, and utmost dignity. Regardless of budget, Scott believes that all nonprofit groups deserve good photography that accurately portrays their mission

Scott travels light, adapts to any location, and quickly gets his subjects to feel at ease. Those are among the reasons why he always delivers more great photos than I can ever use.

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What are your earliest memories of being interested in photography?

In sixth grade, the librarian of my middle school had an extra-curricular class in photography. Seeing the print “appear” in the developer in the darkroom was magical. I learned the darkroom side before the photography.

In high school, I became the yearbook photographer and took the school’s camera everywhere. I shot at least one roll of film per day, which I am sure far exceeded the yearbook’s budget, but the advisor saw my enthusiasm and let me go. I think he may even have paid for some of the film himself.

While in high school, I worked at a portrait studio in their darkroom making black-and-white prints. I also worked in the public library in the department that housed all the photo books, a constant source of inspiration. My co-workers at both jobs were very encouraging and supportive.

Do you remember your first camera? What was it that interested you about shooting photos?

It was a Canon TX, an all manual base-level camera. I carried it everywhere. I bought it used, and added a telephoto lens about a year later. Being a photographer put you in the front row of life, which was exciting.

Was the idea of being a photographer (as a career) something you imagined early on? Or did you consider it more of a hobby or a pipe dream?

I knew in high school I wanted to be a photographer, although I was concerned about the viability of it as a career choice. My parents encouraged me to do what I wanted, which was a big help. I kept at it and didn’t waiver.

How did you get started? What was your first paid photo shoot?

I studied photography at Rochester Institute of Technology in New York. I was there two years, got an associate’s degree, ran out of money, and wanted to work.

I got a job as an assistant at a large commercial photography studio in Appleton, Wisconsin. It was a great first job as I was exposed to all sorts of photography (fashion, still life, corporate, food, architecture) as well as many different photographers and their individual styles.

My first paid photo shoot was for a local tattoo salon. It was a shot of a girl, covered in tattoos, of course. They put the image on their business card.

When did you begin working independently?

About two years later, I moved to Los Angeles as I wanted to live in a large city in a warm climate. I thought I wanted to be a fashion photographer (haha) and began assisting fashion shooters. I quickly learned that I didn’t want to do that. Being in LA, I also did a lot of work with photographers who were shooting album covers and movie posters. I learned a lot and it was really fun.

At the same time, I was shooting weddings, which I really loved. I shot them in a documentary style, using mostly black and white, which was a new thing back then. I got very busy, shooting about 60 weddings/year. Shooting weddings required a sense of calm and the ability to work quickly within a wide range of lighting situations. You also had to work with a wide range of personalities and family dynamics, which can be extreme on a wedding day. I use all of these skills with my current work.

The focus of your work today is shooting for nonprofits and good causes. Why is that important to you?

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When I realized that photography could be used to help people, I felt like I found my purpose. By showing both the need for help, and the benefit of the services that my clients provide, I can shine a light on the situation. People need to see. I feel fortunate to have a career and a skill set where I can do this work. It’s an honor to have clients who trust me to show the good work that they are doing.

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You are always working on one or more personal projects. How does that work shape what you do professionally? What are you working on now?

The personal projects are a nice departure from my assignment work. I still meet interesting people doing interesting things. I can stretch out my technique and try new stuff, then use these things with my assignment work.

I am working with family farms and taking portraits of drag queens. I’ve also covered the civil unrest and protests after George Floyd and Daunte Wright were killed by police.

During the earlier stages of the pandemic, I embarked on a series of portraits of families and individuals on their front porches, which culminated in a self-published book – Front Porch Portraits.

How may people contact you?

612-333-1400 | [email protected] | Instagram | Facebook

Demolition Day

Photo of a wrecking ball crashing through a brick wall

About ten years ago, we remodeled the kitchen in our home. The upgrade created a better floor plan, more storage, more natural light, and another space to eat or do homework. In order to keep costs under control, we agreed to take on some of the work ourselves.

The first order of business was to demolish the old kitchen. Cue the sledgehammers! It was kind of fun for a day or two, but I wouldn’t want to do demo work all the time. We were most definitely the “unskilled labor” in that equation.

Every act of creation is first an act of destruction. – Pablo Picasso

Sometimes we need to let go of the past to move forward. Sometimes maintaining the status quo is an untenable position. And sometimes we are dragged kicking and screaming against our will to a new reality.

Because demolition is a necessary but blunt instrument, transitions can be painful as they push us beyond our comfort zones. Uncertainty replaces the familiar. One thing I’ve come to appreciate more over the last few years is that we are always in a state of transition. It’s just that sometimes we are more acutely aware of the sands shifting around us.

Ready. Fire. Aim.

There is a certain swashbuckling ethos that defines the titans of Silicon Valley, neatly summarized in Mark Zuckerberg’s directive to his Facebook developers: “Move fast and break things.”

This guiding principle – the need to experiment and make mistakes as the fastest way to learn and move forward – is widely accepted as a creative necessity.

But it can also blind companies (and individuals) to the unintended consequences of their destruction if no one is asking: “Is what we are creating good for customers? Is it good for society? Or is it only good for us?”

Who owns your personal data?

Over the past few weeks, Facebook has been very publicly at odds with Apple over its new privacy tool, which lets you choose which apps can see and share your data.

Facebook contends that Apple’s new policy will change the internet for the worse, reducing the availability of “high-quality free content.” If adopted widely, it also dramatically alters Facebook’s ability to make money off its users’ data.

As most savvy consumers should know by now – if the product is free, then you are the product. And most people seem to be fine with that … most of the time.

In a recent speech marking International Data Privacy Day, Apple CEO Tim Cook said:

“Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we’re here today because the path of least resistance is rarely the path of wisdom.”

“If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.”

While large companies debate business models, the rest of us are left with a broken system.

An opportunity to fix things

As the global pandemic unfolds in America, it has revealed a number of dysfunctional systems in stark relief. From emergency preparedness, to health care access, fragmented and biased media, to racial inequality – we are a long way from a more equitable and perfect union.

We can no longer pretend that the “move fast and break things” model comes without a cost.

While it’s easier to tear things down than to build them up, this moment represents an opportunity to regroup and start building a better future.

Imagining a post-pandemic world

So what does all this have to do with design and marketing for mission-driven organizations? I can see at least three potential ways that this could (or should) affect your point of view and plans going forward:

  • What will digital marketing look like in a few years? If a majority of people choose to control their personal data, then the ability to target and reach customers online becomes much more difficult – and more expensive. How might you earn your customers’ trust – and permission to engage them – in a way that’s mutually beneficial?
  • The practice of human-centered design should continue to grow. Human-centered design is a creative approach to solving complex problems. It involves investigation, conversations, prototypes, and an iterative process to develop empathy with the people you are designing for – to create better long-term solutions.
  • Related to the previous point, but deserving its own focus, we need to include and work with more people who don’t look like us, people who come from different backgrounds and life experiences. Whether it’s been intentional or not, subtle or overt, too many people have been excluded from creating a more just and equitable world.

It’s unlikely that the pace of change will slow. Things are going to get broken. You can’t make a cake without breaking a few eggs, as they say. But what can change is our willingness and diligence to consider the consequences – to acknowledge and mitigate the destruction as we create new systems that serve all of us.

Make It Personal

The side project.

Whether it is pursued to scratch an itch, get out of a rut, or seek fame and fortune, not all work neatly fits into the parameters of a traditional job – if there is such a thing anymore.

Google famously encourages employees, in addition to regular projects, to spend 20% of their time working on self-generated ideas. Founders Larry Page and Sergey Brin believe that “this empowers them to be more creative and innovative. Many of our significant advances have happened in this manner.”

Book cover of book about Minnesota inventions

Minnesota Invents – one of the unfunded, entrepreneurial projects by Jeff Johnson’s Replace design studio.

But as my friend, Jeff Johnson, a serial entrepreneur, prolific designer, and all-around force of nature, likes to say, “There is no such thing as a personal project. They are all just projects.” He spends about 30% of his time on speculative, unfunded, entrepreneurial projects of all kinds.

One never knows where a personal interest may lead.

Pursue obsessions
Gary Hustwit, a photographer and independent filmmaker, is best known for his documentaries: Helvetica, Objectified, and Urbanized. Through his work, Hustwit shows that even the most esoteric interests can be fascinating.

At a conference, Hustwit’s presentation focused on how his various obsessions inspired work over the years. What usually spurs a project for him is a simple calculation: “I think ‘this should exist’ and if it doesn’t exist, I make it.”Home page of website

That’s sort of how I ended up creating LoveMplsParks.

Make an impact
Among other activities, I have biked, paddled, coached kids, walked dogs, attended concerts, skated, skied, and proposed marriage in our city’s parks. The parks and lakes make Minneapolis one of the greenest and most livable urban areas in the country.

But while I served on my neighborhood advisory board, I became aware of the financial plight of the Minneapolis park system. It suffers from a nearly $30 million backlog of deferred maintenance, and it relies on the whims of other governmental bodies for its funding.

I decided to create a new, dedicated revenue stream selling parks-branded merchandise printed and shipped on demand. Profits are split 50/50 between People for Parks, our non-profit partner, and the designers who created the apparel and posters. Since its launch, the venture has generated $80,000, with almost $20,000 donated to preserve Minneapolis parks.

One thing leads to another
Eric Kreidler has been in love with cinema, animation, and visual effects ever since he saw Star Wars as a child. From super-8 cameras in junior high, to experiments in stop-motion animation, and a detour to graphic design after college, Eric’s roundabout journey led him back to motion graphics in 2010.Album cover for The Bazillions Rock-N-Roll Yearbook

Prior to his focus on animation, most of his side projects were music-based. When his good friends in The Bazillions released a fantastic album of children’s music, an opportunity was staring him in the face. Seven years and 14 critically-acclaimed animated videos later, a serendipitous encounter gave Eric and his partner, Gretchen, the chance to explore new techniques and rebrand eg design as a motion graphics shop.

Two worlds collide
I always keep a sketchbook nearby both to explore illustration ideas, and because moving pixels around with a mouse is often less satisfying than getting one’s hands Fantastic Beast – a set of five postcards for LoveMplsParks.orgdirty. Last year, an owl led to an egret and then to an idea for a series of animal illustrations inspired by Charley Harper – the fantastic beasts of Minneapolis parks.

After the Posters for Parks show in the fall, Eric asked, “Would you ever be interested in doing a little collaborative animation for the parks?” Over coffee and cookies, we discussed a number of ideas, scribbled on napkins, and settled on a series of 15-20 second videos for upcoming park events.

Hockey the way nature intended
Since both of us are huge hockey fans, our first effort was for the U.S. Pond Hockey Championships. Hundreds of teams from across the U.S. and Canada gather on a frozen lake for four days of action at the end of January.

Sketches of frames from pond hockey animation

I wanted the spot to move like a game with the focus in tight – all angles, and overlaps, and changes of direction. The distinctive look and sounds of an outdoor rink were the inspiration for the sketches that capture key frames within the sequence – illustrating how we would get from start to finish.

color illustrations of frames from pond hockey animated video

After another conversation and some refinement, I turned the black-and-white sketches into vector-based, color files. From there, Eric brought them beautifully to life with Adobe AfterEffects, and used Adobe Premiere to do the edit and sound design. Here is the finished spot:

U.S. Pond Hockey Championships from eg design on Vimeo.

Make it happen
Your mind is your most valuable asset. Jeff Johnson believes any project that engages the mind and feeds the soul expands that asset – no matter any potential commercial application. He advises to always be working on something that frightens you a little: “Make friends with that scared shitless feeling.”

Eric Kreidler knows the value of doing the kind of work you want to do – whether anyone is hiring you to do it or not – as he and Gretchen used personal projects to shift into a whole new practice they are more passionate about.

As designers, we have the extraordinary ability to conjure something out of nothing. But no matter your profession, the best, most meaningful, and magical work happens when you risk bringing yourself to the table.

Go make great ideas happen!

Doing Good Better

Doing Good Better, a book by William MacAskillMany people want to make a difference. The desire to help others is seemingly embedded in our DNA and a key component of many religions. We choose careers and donate time and money to worthy causes in hopes of making the world a better place.

In his book, Doing Good Better, Oxford philosophy professor William MacAskill uses real-life case studies to illustrate how these decisions are often based on assumptions and emotions. Through these stories, he shows that our best intentions may lead to ineffective – and sometimes even harmful – outcomes.

MacAskill is a prominent figure in the “effective altruism” movement – a philosophy that applies data and a scientific method to charitable decisions. While trying to figure out which career would allow him to have the greatest impact, he discovered that the potential for change was often hampered by a lack of information and our own personal bias.

Instead, MacAskill and his colleagues developed a practical, data-driven approach that suggests each of us can make a tremendous difference no matter our available resources. Effective altruists believe we must do good better.

Questions and analysis
In weighing one choice versus another, effective altruism ask five key questions:

  • How many people benefit, and by how much?
  • Is this the most effective thing I can do?
  • Is this area neglected?
  • What would have happened otherwise?
  • What are the chances of success, and how good would success be?

MacAskill shows how many of our assumptions about doing good are misguided. His more rigorous and analytical approach is often counter-intuitive. For example, he argues that one might save more lives by becoming a plastic surgeon rather than a heart surgeon, simply by donating money earned to worthy causes. After all, a heart surgeon can only operate on a finite number of hearts in a career.

Defining ‘better’
The book defines ‘altruism’ to mean ‘simply improving the lives of others’ and ‘effective altruism’ to mean ‘doing the most good with whatever resources you have.’

I wanted to like this book. In the course of consulting for nonprofit organizations, I have often found faulty assumptions and misunderstandings at the root of less-than-effective outcomes. So, an approach that promises to improve decision-making – to let our better altruistic tendencies shine – was appealing on its surface.

The book makes the case that charitable efforts should be measured and judged for effectiveness, and that improved understanding will help us do good better. However, despite MacAskill’s persuasive arguments, my enthusiasm began to wane the more I read.

Lack of humility
It’s clear that MacAskill, in setting out to make a difference in the world, has the best of intentions. He has done his homework and wants to share his insights in support of those goals. In doing so, however, he can’t help but reveal his own biases, no matter how much evidence he collects.

I believe most people aim to treat others well, sharing whatever time and resources they can. And each of us hold some causes more dear than others. A concern with doing the MOST or being the BEST is often driven by ego as much as a commitment to a cause.

With the wisdom of experience, recognizing that ‘good enough’ is a reasonable and authentic goal should not diminish one’s altruism. Our charitable impulses are rewarded by making us feel good, a fact that the author does not take into consideration.

Not all of us can be doctors, pursue advanced degrees, or contemplate helping others as an intellectual exercise. And yet, if you are not counted among these elite difference-makers, in order to do the most good with whatever resources you have, MacAskill essentially implies that you should just support the causes he considers worthy.

Subjective evidence
In war-torn Africa, an emergency surgeon with limited resources must perform triage by assigning degrees of urgency to wounded patients. MacAskill uses this story to illustrate both the harsh realities and benefits of asking critical questions. How serious is the problem? What happens if we wait to treat it? What are the chances of success if we act now? Those who work in health care know how difficult it can be to accurately answer questions like these.

To determine which charity or cause is most worthy of support, MacAskill uses the quality-adjusted life year (QALY), which is a measure of health across time. QALYs are based on gained health outcome. For example, assuming two patients will live to the same age, is it better to cure a man of blindness at age 20, or cure a woman of cancer at age 55? QALYs are supposed to provide an objective answer.

When “data-driven” decisions are fueled by subjective or even speculative answers – how good would success be? – it really undermines the whole premise.

Cultural bias
One altruist cares deeply about Arctic wildlife endangered by climate change. Another volunteers countless hours to help the homeless in her community. And another donates money every year to buy mosquito nets to help stop the spread of malaria in Central Africa.

According to the book, only the third person is “doing the most that they can with the resources they have.” This is a preposterous assertion.

By broadly framing its methodology and implications, Doing Good Better oversells effective altruism as a practical tool and comes off looking more like a promotion for, the charity evaluation site launched by the movement’s founders. The website doesn’t hide its bias:

We believe that there are many organizations that do great work but don’t meet our criteria or work on issues outside the scope of our research.

How do we do good?
The question is worth asking. Doing Good Better is a good read – MacAskill is an engaging writer who poses many provocative questions. There are enlightening stories and observations that would be helpful to anyone who cares about helping others. The chapter on ethical consumerism – many product purchases don’t help the intended beneficiary nearly as much as a direct donation would – is particularly eye-opening.

Those who donate time or money are likely to be more effective altruists if they think critically before taking action. Those who are looking for a way to measure effectiveness should keep looking.

Bright Future

FaceForwardIn 1915, five Minneapolis leaders came together to start one of the nation’s first community foundations. This past Friday, I joined 1,700 others in celebrating The Minneapolis Foundation’s centennial at the Face Forward Futurist Conference.

The day was filled with renowned speakers offering insights into the future of health, education, technology, and civic engagement, among other topics.

Can nonprofits grow the pie?
Dan-PallottaKicking things off, Dan Pallotta, founder of the multi-day AIDS Rides and leader of Advertising for Humanity and the Charity Defense Council, proposed that the way we’ve been taught to think about charity is all wrong.

Pallotta, who spoke on the same subject in one of the 100 most-viewed TED Talks of all time, outlined the numerous disadvantages of the current model of philanthropy:

  • All money must go to the people the organization is dedicated to serving.
  • No money should go to leaders, fundraisers, or marketing people.
  • No money should go to scaling the organization’s impact.
  • Failure is prohibited.

Pallota argues that looking solely at what percentage of a charity’s funds go directly to the cause is too limiting. “Instead of asking if a charity has low overhead, ask if it has big impact.” He believes that the reason more nonprofits don’t achieve remarkable results is because they don’t invest in themselves the same way that for-profit companies do.

Because of the prevailing mindset, the media, and industry watchdog groups, charities are forced to forego what they need to grow:

  • More attractive compensation for effective leaders – to lure and keep the best people.
  • Time and patience for meeting the long-term goal – changing as many lives as possible.
  • A willingness to take risks – to meet the demands of a highly competitive and rapidly changing business environment.

Pallotta believes nonprofit organizations must behave more like entrepreneurial businesses, foregoing immediate results to invest in growth and a more significant impact.

The one major flaw in his argument? There is no direct cause and effect between money (either compensation or investment) and success. But it’s provocative to imagine what might happen if people cared enough to throw the same time, money, and effort at challenging social problems as we do at entertainment or other for-profit business ventures.

The theory of everything
dr-michio-kakuThe next presentation was by Dr. Michio Kaku, a theoretical physicist and host of the nationally syndicated radio program Science Fantastic. Kaku is the latest in a long line of physicists – from Newton to Tesla to Einstein and Hawking – to make science both accessible and revelatory.

Kaku placed today’s technology environment in historical context as a way to predict how our lives may change in the next twenty years.

Today, your cell phone has more computing power than NASA did in 1969 when Neil Armstrong walked on the moon. Moore’s Law is the observation that computing power doubles every two years. Actually, it’s now doubling closer to every 18 months. Cheap processing power promises to make a host of innovations commonplace, such as:

  • Augmented reality. Google Glass was the first wave. In the near future, we will be able to access information instantly with contact lenses or implants.
  • Intelligent paper. It’s thin, bendable, and portable, with all the capabilities of a tablet computer. You can hold it in your hand or cover the walls of your home with it.
  • Longer, healthier lives – nanotechnology is expected to revolutionize medicine, eliminating some conditions at the molecular level and alleviating others through extremely targeted treatment.

Education is another area ripe for change. Technology cannot match the human ability to recognize patterns, glean insights, and apply them in innovative ways. In a world where mass customization will replace mass production, an ability to think becomes more important than an ability to make things. As Kaku noted wryly, “The problem with the American educational system is that we produce great people who can live in 1950.”

Toward the end of Dr. Kaku’s talk it dawned on me: With all of the daunting social challenges facing humanity, will technology help us do the right thing?

Secrets to a longer life
Buettner_woman_tp_jpg_610x343_crop_upscale_q85In 2004, Dan Buettner led a National Geographic expedition to find the longest living cultures – places where people reach age 100 at rates 10 times greater than in the United States.

After identifying five of these communities – or Blue Zones – Buettner and a team of scientists visited each location to identify lifestyle characteristics that might explain longevity. They found residents of all Blue Zones shared nine specific characteristics:

  • Family is put ahead of all other concerns
  • Strong social ties (loneliness shaves eight years off life expectancy in the U.S.)
  • Regular, moderate physical activity as a part of daily life (not workout programs)
  • Life purpose (living for something bigger than oneself)
  • Stress reduction
  • Moderate calories intake (no fad diets)
  • Largely plant-based diet
  • Low alcohol intake (usually wine)
  • Engagement in spirituality or religion

One piece of good news from this project: You don’t need to have money to live healthy. Since the initial research was completed, Buettner has successfully shown that we can create Blue Zones in diverse communities across the United States.

  • Residents of Albert Lea, Minnesota, built 46 new community gardens. 44% of adults participated in walking groups, logging over 75 million steps. Schools banned eating in hallways and stopped selling candy for fundraisers. After one year, healthcare claims for city workers dropped 49%, Participating businesses saw a 21% decline in absenteeism. And participants added 2.9 years (projected) to their lifespan.
  • In California, Hermosa, Redondo and Manhattan Beach citizens suffered from high stress and an addiction to automobiles. Today they are happier, healthier and more engaged with their community than ever before. After enacting a series of initiatives to promote healthier living, nearly a third of all kids now walk to school, more than 60 restaurants added healthier options to their menus, smoking rates fell 30%, and obesity rates dropped 14%.

The Blue Zones Project has shown that environment plays a large role in longevity and public health. Personal discipline is like a muscle. In the wrong environment, that muscle gets fatigued and we make less healthy choices.

Asking the right questions
AtulGawande-New_Headshot_ProfilePhotoDr. Atul Gawande, a surgeon, researcher, and author of the book Being Mortal, presented our final keynote address – on how to alleviate suffering at the end of our lives.

Modern medicine has transformed everything from childbirth to injury and disease, making once-frightening medical conditions easily treatable. But when it comes to aging and death, what medicine can do often runs counter to what it should.

Gawande suggested that the past 100 years might be considered the century of the molecule, in which we began to understand medicine down to its smallest components. Looking ahead, he argued, medicine must move to a century of the system. One in which we come to better understand how all those pieces fit together.

Today, our medical focus is on survival and safety above all else. In poignant stories of his own patients and family members, Gawande illustrated how modern medicine is like a machine that delivers pills and procedures – often unnecessary and sometimes even harmful.

As we age, a good life might be possible even without good health if doctors focus more on the person than the patient, asking questions such as:

  • What is your understanding of your health now?
  • What are your fears and concerns about the future?
  • What are your priorities and goals for the end of your life?
  • What would you be willing (or unwilling) to sacrifice?

The diagnosis? Conversation and empathy are the best medicine.

Drawing parallels to design
So, what does all this talk of the future have to do with my little corner of the world?

Dan Pallotta took a fresh look at the prevailing mindset that limits how effective nonprofit organizations can be. Michio Kaku pointed out that even with the adoption of astounding technology, the future belongs to those who are intellectually agile. Dan Buettner distilled what he learned from studying one group to propose solutions that work for others. And Atul Gawande advocated for a collaborative approach that starts by asking questions.

I know I’m showing my bias, but those sound a lot like the skill set – and thinking – that designers bring to the table. The future is bright indeed!

Behavior Change

Image of target with arrows all around - none of the arrows hit the targetI’m going on vacation later this week – a ten-day family road trip. Planning has been ongoing for weeks. At this point, packing clothes and food is all that remains of our preparation. Without being slaves to a rigid schedule, each day is marked by a goal. That goal is represented in most cases by a destination.

Even accounting for detours and bad weather along the way, shouldn’t our trip – like any worthwhile design or marketing initiative – really be measured based on whether or not we ended up where we intended to go?

Missing the point
Listening to someone evaluate the effectiveness of a given design, you may hear:

“It’s very creative.”
“People really liked it.”
“It helped build awareness of the brand.”
“It increased engagement.”

Applying the same standard to our family vacation, one could say:

“Nice shortcut.”
“We had fun.”
“We saw things we’ve never seen before.”
“It was great to spend time together.”

So, what’s wrong with that? Those are all good things. True. But what was the goal? We could accomplish any of those things without stuffing our possessions into the back of a car and driving thousands of miles.

Too often, I see a fundamental misunderstanding about what constitutes effective design. Organizations aim too low (“Make it look nice.”) rather than doing work that really matters. If you want to put butts in the seats, double your endowment, improve products and services, or move people to action, you need to change behavior.

The knowing-doing gap
For the professional trying to encourage behavior change and the people they are trying to influence, there is a substantial obstacle. People already know what to do.

After all is said and done, more is said than done. – Aesop

Self-improvement is a $10 billion per year industry in this country because the most likely purchaser of a self-help book is the same person who purchased one previously. Good intentions are undermined by short-attention spans, risk aversion, analysis paralysis, and other assorted distractions.

To turn knowledge into action, we need to focus less on what to do and more on how we can bring ourselves to do it.

Get more specific
The better a problem is defined, the better the solution. To enact a solution, we need to turn an abstraction – the recognition of an idea or truth – into a belief. For example, eating less and exercising more is an abstract approach to losing weight.

“I believe that if I eat less and exercise more, I will lose weight.”

This is a more powerful statement that can lead to a decision. The decision requires specifics. What is the need? What is the desired outcome? Who stands to benefit and why? What obstacles must I overcome? Is this problem actually many problems?

Assuming the belief in the idea remains, specific answers lead to root causes and direct actions. We must continually ask: What is one thing I could do today that will make this idea real?

“From this day forward, I will walk the dog for 15 minutes, twice every day, rain or shine.”

Getting to the root causes of a design or marketing problem requires similar rigor.

Tell a better story
Every great story is fueled by conflict – obstacles that seem insurmountable, villains who seem invincible. The conflict that most often expands the gap between knowing and doing is fear.

“That’s too risky. We always do it this way.”
“What if I fail? What if people laugh at me?”
“We better wait until our path is more certain.”

As a teenager learning to drive, I struggled with the manual transmission. I hated the noise of grinding gears when I missed shifting from first to second. Or, even more embarrassing, when the car stalled out and I had to restart it in the middle of an intersection.

The dominant story playing in my head was: You’re terrible at driving a stick shift. Things weren’t going to get better unless I found something better to replace that story. One day, looking around from the passenger seat, it hit me. There are thousands of people on the road. They may be different ages, different backgrounds, but they have one thing in common. They all successfully learned to drive. If they can do it, certainly I can, too!

In the earliest stages, when people are still considering a behavior change, a story needs to inspire. (You can do this!) Later, once they have made a decision to act, your story needs to reassure. (Everything is going to be okay.)

Great stories encourage us to think and act differently – to create a different reality or future. Creativity is not the ability to write or draw. Creativity is the ability to see – to bring a novel perspective to bear on a problem or issue.

Measure progress
Design and marketing should be focused on outcomes as much as aesthetics. How will we know if we are successful? This should be established at the outset, then tracked and reported on as your efforts unfold and evolve.

Successful behavior change requires a more systemic focus. It requires that design and marketing have access to and influence on other facets of the organization. The bigger the problem, the more difficult it becomes to unlock the results. Breaking your efforts down into smaller parts makes it possible to celebrate short-term victories as you pursue long-term changes. It also encourages adjustments to shore up areas that are lagging.

Project post-mortem meetings are a great way to share knowledge across an organization. What worked? What surprised us? Paraphrasing Albert Einstein: “If you want different results, you have to do something different.”

Time well spent
It is surprising how much time is spent on window dressing and how little time is spent on solving the real problems of real people.

I have warned clients that good design – good marketing – is no silver bullet. It can’t overcome poor products or service. It can’t fix myopic organizational decisions or misplaced priorities. What it can do – what it must do – is spend more time working toward meaningful behavior change. If not, like Sisyphus, we’ll be pushing that same rock up that same hill for eternity.

Time is short. Let’s start being more effective.