Need a fresh point of view?

Our practice leaders are popular featured lecturers at universities and industry events. We bring a strong voice and informed opinion based on client success around the world.

Contact us about your next event:

Insight & Ideas_In Here and Out There

Our observations of the world around us

• Chris Rockwell interview on IDSA website by Jim Couch on August 07, 2008

  If you get a chance, take a few minutes to visit the Industrial Designers Society of America (IDSA) website, which includes a new interview with Lextant founder and president Chris Rockwell. It’s a great read – Chris expands on some of the ideas that make Lextant unique, and what he sees are the greatest challenges facing designer in the next two years.

  You can view the interview online here, which appeared in the IDSA’s Design Perspectives magazine.
  

  Permalink
• Aligning your mission to your consumers by Taylor Lies on July 03, 2008

  Companies spend billions of dollars articulating the “consumer experience” to both the public and their own employees. Some messages are small, one-time efforts; others are campaigns that last for years. Behind those efforts, however, is a key avenue for articulating the consumer experience that is often missed — and with unfortunate consequences. I’m talking about mission statements.

  Take a look at the mission statements of two companies that have been in the news lately, and not for good reasons:

  “We are a global, diverse family with a proud heritage, passionately committed to providing outstanding products and services.” (Ford Motor Co.)

  “Establish [us] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.” (Starbucks)

  What strikes me about these statements is that they fail to reflect the experience that has historically earned them loyal customers. In the past, Ford’s advertising slogans have clearly touted toughness and quality, while Starbucks’ success is commonly attributed to transforming the coffee house into a “third place.”

  Imagine for a moment that you’re an employee at Ford trying to turn things around. Would this mission statement offer any reassurance in a period of uncertainty? Does it suggest a direction forward or guide future innovations? I can’t think it helped substantially. As for Starbucks, efforts to correct their course include retraining baristas, developing a new coffee brand, and purchasing of advanced brewing equipment. There’s consistency there with their mission but not really with the consumer experience they’re so noted for. Will such investments pay off?

  These simple questions suggest there may be at least two issues when companies don’t make the consumer experience a part of their mission statements. First, a company’s innovation resources aren’t correctly focused. Investments may not effectively impact the consumer experience and ultimately, the bottom line. Secondly, consumers and employees may be confused, disinterested, or, at best, unaffected.

  Am I expecting a simple mission statement to do too much?  Possibly. But markets are too competitive today for companies to miss opportunities to inform and inspire their consumers and employees with a shared vision for the future.

  Permalink
• Scooters, Fashion, and the Amazing Moyo by Ashley Golliver on June 04, 2008

  Ever since I spent my senior year in Florence, Italy, three years ago, I’ve seen the world in a different light. Everything there seemed to have a greater level of sophistication, creativity, and sensibility.  I recently had a chance to return to my home away from home, where I experienced and recognized common trends in Italian culture.

  

  One thing very noticeable in Florence is the transportation.  Unlike America where Hummers and other large SUVs reflect the “bigger is better” philosophy, small automobiles, scooters, and bicycles rule the roads.  Not only are they more cost effective, the sheer practicality of tiny cars in a city with some roads no wider than 7 feet and almost no parking garages makes me believe the Italians are onto something. Smart Cars, Mini Coopers, and other tiny vehicles are meticulously parallel parked everywhere, some with only a few inches between bumpers. Scooters have even more of an advantage.  If there is a large enough gap between cars, a scooter will fill that space, perpendicular to the road and sidewalk.  It’s like a life-size puzzle; if you can’t find a spot that fits here, try another a block or two away.

  Another aspect of Italy that changed since I was there last was the growing need for internet access. Much like Starbucks, there’s an internet café on every block. With so many people traveling these days, and the growing number of students in Europe, it’s no wonder that Florence has decided to cash in on the need for instant technological gratification.  Many people require stops like interent shops in their travel so they can email friends and family, find local events happening in the city, check the bus and train schedules for out of town excursions, and to just escape the old town feel of Florence. These “cafes” don’t include much, just 10-20 computers, maybe a few TV screens playing Italian MTV, and (if it’s a good place) a fridge where one can buy overpriced water and soda.  Average costs for access is about 3 to 5 euro an hour, or roughly $7 to $10. 

  

  There are places in the city where one can get free wireless access, but that usually comes with the understanding that you have to buy something while you are in there. One place that offers such a deal is Moyo. This trendy bar/restaurant allows any laptop owner to sit and surf the web – with the purchase of a meal or cocktail. It’s a great deal. At Moyo I paid just 7 euro for my drink, unlimited internet access, and an all-you-can-eat buffet dinner known as aperitivo. Places like Moyo definitely beat the more common internet cafes—you just have to do some investigating. 
  
  An aspect of Florence that is close to my heart is the fashion. Florence is the home of some of the most prominent designers in the business, such as Ferragamo, Valentino, Gucci, Missoni, and Cavalli, to name just a few. With such a large force of fashion in the city, it’s no wonder that creativity is a major part of Florence. One trend that is very prominent is layering. Most Italians can be seen with long pants, a shirt, a jacket, and a thin scarf during the warm spring and summer months.  As I was walking one day wearing jeans and a tank top and feeling the sweat on my forehead, l looked around and noticed that people were still wearing jackets and zip up sweatshirts!  This is a clear way to differentiate an American from an Italian.  Young American women will dress skimpily in miniskirts, camisoles, and flip flops, while Italian woman of the same age will have on jeans, simple tanks, blazers, and stilettos.  If you don’t want to stick out like a sore thumb, the layered look is the way to go.
  

  Permalink
1 OF 3 >