On this week’s episode of The A-List Podcast, host and DiMassimo Goldstein CCO Tom Christmann is joined by Nick Law, previous Chief Creative Officer at Publicis, who made the recent leap to become a Marketing Executive at Apple. Yes, that Apple company.
Nick’s unique integration of design, storytelling, and technology give him a unique perspective in the advertising industry. He observes behavior to create brands and believes big ideas can come after the product’s medium.
Before Publicis, Nick worked at R/GA for 17 years, where he helped expand the company up from 100 to 2,000 employees.
Nick has twice been named in the Creativity 50 list and is a force to learn from. We were very lucky to have him on The A-List Podcast. Make sure you tune in below!
[0:00 – 2:10] Intro
[2:11 – 2:20] Growing up in Sydney, the benefits of a “feral” upbringing, avoiding school & enjoying art
[4:46 – 8:18] Drawing, discovering graphic design, getting into art school
[8:19 – 11:06] First jobs and how to become a master
[11:07 – 12:54] Are big ideas that important?
[12:55 – 15:16] The importance of not taking the first job you land, the difficulty of unlearning bad habits
[15:17 – 21:58] Taking a gap year, starting at Pentagram and moving in advertising in 1988, moving to New York in 1994, entering the dot com boom and the internet
[21:58 – 27:40] The “strange delicious isolation” before the internet and the unavoidable future of it
[27:41 – 42:40] How creatives can use the newest tools and executing ideas at the speed of thought
[42:40 – 1:05] Observe behavior before building a brand, the power of storytelling, technology connectivity
In 2017, FastCompany named Martin Jr. one of the Most Creative People in Business. At OCD, Martin Jr. has led design projects for a wide range of clients such as the Girl Scouts of the USA, MTV, The New York Times, the National Basketball Association and the Studio Museum in Harlem to ensure their growth and creative goals.
Martin Jr. is one of the first pure designers to join The A-List Podcast, and offers a unique perspective having worked both in-house at brands and for external agencies. Tune in below!
[0:00 – 0:54] Intro
[0:55 – 5:53] Growing up in Virginia to parents who were both educators, and how he still applies what of much he learned in his childhood to his career today
[5:54 – 9:59] Falling in love with design in High School, and learning how to express himself visually
[10:00 – 11:10] What he learned from design legend Paula Scher and “painting with type”
[11:11 – 18:30] Martin Jr. talks about his early career and the job that introduced him to graphic design
[18:31 – 20:40] How to manage young talent, the importance of being patient, and giving people the freedom to make mistakes
[20:41 – 24:16] How to push clients to be bold while still being respectful
[24:17 – 27:45] Why agencies and design firms need to be more integrated, and how the best campaigns have a seamlessness between advertising and design
[27:46 – 33:34] Moving to New York City to work for Gear Magazine, and how that experience taught him relentless work ethic
[33:35 – 38:35] Going back to graduate school, why he chose The School of Visual Arts, and the importance of osmosis learning
[38:36 – 40:40] Martin Jr. dives into the research tactics that inform design
[40:41 – 47:03] His experience as design director of the Jazz at Lincoln Center, and how he sold his ideas to Artistic Director Wynton Marsalis
[47:04 – 50:10] Launching Original Champions of Design, and the philosophy of the agency
[50:11 – 53:26] The pros and cons of both external and in-house agencies
[53:27 – 56:31] How to help people understand design work, and why the designer needs to be involved at every step of the process
[56:32 – 1:05:16] Rebranding the NBA logo for the first time in 48 years
Over the years, we’ve built quite a reputation for our annual Holiday stunts and videos.
Last winter, we famously created a campaign to #SitOutSantaCon, which earlier this week, was named #8 on the CW Network’s Greatest Holiday Video Countdown.
We were thrilled just to make the list, but that excitement would reach new heights shortly after when the #1 video on that very countdown was also video we produced, “We Got Fired by Santa.”
But creating famous Holiday videos takes time, and after a year of agency growth, that time needed to be devoted to our long list of inspiring clients.
Luckily, DiGo’s workshop has a large network, and in the holiday spirit, a few of our famous friends stepped in to lend a helping hand and deliver a holiday message on our behalf.
And, some of them even took to their personal networks to spread the holiday cheer for all to hear.
From all of us at DiMassimo Goldstein, thank you all for making 2018 such a momentous year. We wish you a warm and joyous holiday, and hope that the new year brings you laughter, peace, and plenty of inspiring actions to celebrate.
It has been a wild week! Thanks to #AWNewYork 2018, I had the pleasure of immersing myself in panels ranging from Data and AI solutions to VR, AR, Voice, Blockchain, Next Generation Production, Prototyping and beyond. As marketers, we can be easily overwhelmed (and also excited) by the number of shiny objects and metaphysical solutions that we are presented with. In this era of transformation, it’s important to understand all evolving realms of marketing, business and technology in the context of providing great customer experiences that connect to our business goals. All of our activities must be analyzed within the same ecosystem and then strategized and executed upon accordingly.
Knowing this, we MUST cut through the clutter and determine the key factors of change that matter to the businesses we seek to build and grow. Let’s take a look at the four main themes from my experience at Adweek New York 2018 and how they relate to our evolving responsibilities as marketers:
1. Marketing Responsibility = Business Outcomes
The advertising industry has experienced a shift of responsibility, from advertising and marketing outcomes to business outcomes. We now have the ability to attribute marketing metrics to business results, which shifts the modern marketer’s scope of responsibility well beyond messaging and media KPIs and channel strategy to business infrastructure, technical solutions and innovation.
IBM’s 2018 report, The Modern Marketing Mandate, was widely quoted around the conference. The report states that four out of five of the modern CMO’s responsibilities are directly related to business building and results. We see CMOs getting promoted to CGO, president and even CEO. An example of this can be seen in Bonobos, Micky Onvural, who went from CMO to co-president to CEO in just two years at the company.
That said, if the business outcome and related operational factors are not in sight from the second a marketer sets foot in the door, it’s going to be a tough road and for any marketer. As Kristin Lemkau, CMO of JPMorgan Chase, mentioned during a panel on the evolution of the decision-making funnel, “If you’re a CMO coming into a role and your first move is to look at a traditional customer journey or funnel, you’re probably going to be an 18-monther.” That may sound harsh, but that’s reality.
2. Great Business Outcomes Come From Great Omnichannel Customer Experiences
Not only are we responsible for the business, but stakes are higher and it’s more competitive than ever. Markets all over the world are becoming increasingly cutthroat as disruption has become the norm. The world is flatter, and reviews are accessible everywhere. Every moment within this customer journey is a chance for a great (or terrible) experience. And that cannot be overlooked.
Companies such as SoulCycle, with life-changing missions driven and optimized by customer data and technology, are capturing the hearts and minds of consumers. These companies are built around impactful and immersive customer experiences, and they construct every single one of their actions throughout the omnichannel experience around that notion.
With that understanding, marketers must look at every touchpoint throughout the customer journey and factor each into the marketing and business strategy as an opportunity to drive great experiences. No channel should ever be looked at as if it’s in a silo. Think about what your brand provides, what problems you can solve through new and existing channels, and how they all work together. Every area in which a business interacts with a consumer should be strategized, measured and optimized to create less friction and drive great experiences.
Additionally, customer experiences and employee experiences need to align. If you’re not mapping your employee journey and responsibilities against the experience of the customer, you’re missing 50 percent of the equation. Businesses must understand employees’ roles in creating great experiences and, in turn, construct strategies for all parties that add up to their common goals.
3. New Technology Makes Great Experiences Possible
The reason we are able to attribute marketing success to business outcomes is grounded in technology. We can use technology to build great experiences, from identifying customers early on in their journey and serving them highly personalized messages throughout the relationship, to creating immersive brand experiences that strengthen affinity for the brand.
It was said throughout the week that marketers need to get their tech stack “on one page.” We need to understand the pieces of technology that are important to driving great experiences and focus efforts around them. If data consolidation is a central priority to providing a personalized experience, then focus on getting the infrastructure in place to enhance customer experience. If an automated customer service strategy is necessary, then understand how that fits into the customer journey of the audience and test it thoroughly.
New technologies such as AI are all the rage, but understanding their role is key to using them in a way that makes sense to your business. AI is going to change the way we work and begin making trivial decisions for us so that we can focus on experience strategies and innovation. Machines will worry about the “when” and “where” for a given message, and as marketers we can stay focused on the “why.”
One of my favorite quotes from the week was provided by Mark Penn from The Stagwell Group:
“Numbers + Creativity = Strategy.”
This notion is critical: As we use technology throughout our business to provide us with data and insights, we should also bring our human decision-making strengths to the table. Use numbers and technology to reduce friction and inform creativity. This will ensure that we’re always keeping the customer in mind as we make decisions based on new technology.
4. And stay innovating
Once our business machine is up and running, we can’t stop. We are responsible for taking the data from customer and prospect activities, content interests and reviews and then building innovative products and experiences out of them.
We must be setting up systems and structures that allow for us to turn old functions into NEW ideas, business models, practices and audiences. We must never stop at a well-oiled machine, but rather look at the pieces of our business that we can grow, the channels we should bring our message and experiences into, and the communities we can create and cultivate through our work.
Thanks for the memories, Adweek NYC 2018! Until next year!
Last week, our Chief Mark DiMassimo went AdAge’s Ad Lib Podcast to talk with host Brian Braiker about building brands and businesses in a direct-to-consumer world, why traditional advertising is less important today, how behavior change marketing can be used to help fight the opioid epidemic, and much much more. Full transcript and podcast below!
Mark: What experience do you want them to have? Like when you think about this thing?
Brian: What experience do I want my listeners to have?
Mark: Yeah, why should they tune in?
Brian: I want them to be entertained and informed, inspired, possibly scared. I think they are already probably a little scared.
Mark: So they feel like they need to listen, might be dangerous not to listen.
Brian: If they miss a single episode of this podcast, they’re doomed.
Mark: Alright well, I wanted my brief, so I gotta be entertaining and interesting.
Brian: And who are you? You’re Mark DiMassimo, Chief of DiMassimo Goldstein. Welcome to Ad Lib podcast
Mark: Great to see you and be here. And we are literally seeing each other across this card table.
Brian: It’s a shoestring budget here and you can change that with sponsors. First, let’s start with the basics. DiMassimo Goldstein, what is that? You’re an independent agency that’s 22 years old.
Mark: You know a lot about this business and you know a lot about my business. We are an independent agency in New York that I founded in 1996, 22 years young. Even though we’ve been around for 22 years, we have not had the same year over again because we work with growth-stage turnaround state of businesses so our clients are constantly driving us to embrace change.
Brian: Well I don’t think you have a choice in the matter when it comes to embracing change. So who are these clients?
Mark: Let me give you a few because right now, this is not about being self-promotional…
Brian: Yes, because this is not the DiMassimo Goldstein hour.
Mark: We believe in a direct-to-consumer, choice-filled world, and that people are actually out there in the marketplace trying to get inspired to do great things, and the right things. We want them to do that so some of our top clients right now are Salesforce.org. So Salesforce is one of the big tech companies in the world. And Salesforce with Salesforce.org they really help drive the not-for-profit economy and really help a lot of people so we’re really proud we’re working with them. TradeStation is a fantastic company that went from small competitors to Charles Schwab, to now the fastest-growing programmatic trading, very excited about them. I should mention the Bronx Zoo and Wildlife Conservation Society.
Brian: What a cool client. So you said the words direct-to-consumer, you say those words a lot? I’ve heard those words a few times before we turned on the mics. What do you mean, really, what does that look like?
Mark: So when I founded the agency in 1996, I had this thought.
Brian: Were you a holding company refugee?
Mark: Right before I started DiMassimo Goldstein, I was Creative Director at Kirschenbaum, which was an amazing experience, and we were challenging the holding companies; but before that, I was at J Walter Thompson, YNR, started at BBDO and I went on to be this integrated guy who was working with the brand and advertising. But I had this early experience with direct-to-consumer and I saw technology making everything more and more direct-to-consumer all the time and I thought, man, when they turn to agencies, they always get the folks who don’t know brands, who don’t know how to build brands. I thought, wow, we could be the agency that builds brands for this direct-to-consumer world. For twenty years, I couldn’t really say that, because agency people always heard direct marketing, performance marketing, and it isn’t that. It’s building brands and businesses in a direct-to-consumer world. Dollar Shave Club, for example, all these platforms, Uber, Airbnb, I could go on and on.
Brian: So how does that work? Direct-to-consumer means knocking the agencies out of the way.
Mark: Look, absolutely. We are also agents in the middle and about 10 years ago, Google got together and talked about if it was time to get rid of the agencies and, thank god, they decided to work with us for now. But any middle professional can ] be pushed out of the way. We have to find how we add value.
Brian: How do you add value?
Mark: In a world where everybody has these expectations, I want instant, I want choice. In order to respond to that, you need your agency to understand those expectations. Those people are choosing an experience, but they’re also choosing what club to join. Thats why its also a subscription world, right, we’ve heard that with Amazon and Netflix. It’s people piecing together their own service world. So what inspires me? What clubs do I identify with that I want to make part of my life? You need agencies that can think those things through. Business and brand experience delivered through product service and then marketing, that’s the hierarchy today. So I think one thing that large agencies that grew up and built large factories for advertising, one thing they’re suffering with are these legacy agencies that were built for a world where the advertising drove the brand positioning. That’s not the case anymore.
Brian: The case today is agencies help build the brands themselves; is that where you’re going with this?
Mark: Exactly, I see it again and again, your CCO better be promoted to chief marketing officer and service content and brand or else someone else will. Then, your CMO will be reporting to a chief growth or product officer. Everybody has access to the opinions of others through consumer reviews and rating sites in every category. So product experience that you give and the story you tell around it through content, PR, social media, has to all hang together so advertising is a lot less important than it used to be.
Brian: So this need for brand building at holding company level has made room for consultant agencies to move in.
Mark: When I look at the independents that like us are thriving, they are brand consultant agencies at the core, but then activating through social or an integrated way like we are, or they’re innovation shops. That’s why innovation shops have grown up, because what are we gonna be has become a much more important question than what are we going to say about it.
Brian: So the traditional advertising agency as you see it, the writing’s on the wall?
Mark: Look, I think there are massive global companies that have all the problems of scale and they probably need ways of dealing with those scale problems. I don’t claim to be an expert on that, I believe those worlds are troubled both on the client side and the agency side. It’s really hurting now. I love that Martin Sorrell and I agree for the first time.
Brian: That holding companies are broken? Now that he’s on the other side?
Mark: Right! Now that I’m on the outside, I realize it. No, you were part of the problem, you profited from the problem, you understand the problem really well because you were on the inside and now you know how to compete.
Brian: That’s what George Soros did in a way, too.
Mark: Hell yeah.
Brian: What do you think is going to happen with WPP and the holding model? Pure speculation, obviously.
Mark: I think they compete as public companies, their stories aren’t great, compared to tech companies driven by pure tech stories. They’re holding a lot of what they used to consider cash cow assets, that are actually weighing them down now; they’ve also got a lot of new models. They’re buying independents, they’re trying to integrate them, make them matter for scale. I will not be surprised if we see some divestitures of mature assets. Meanwhile, I hear all the time from folks who would love to get people like me and agencies inside in order to get clients the experience they’ve been leaving for. What they keep telling me is that there are fewer and fewer things to buy.
Brian: Would you sell?
Mark: If the answer was yes, I would already be sold. Wherever I am, the next three years of my life are always too important to me. I’m not going to be the richest guy in the cemetery, but I’ve done well enough that if I love my job, I’ll be OK and that’s my priority to keep growing this place. I’ve given other people this experience in working in a focused, inspiring, less-problematic environment and I’ve seen what it means in their lives, too. We’re not for every client, but we play an important role in the lives of our clients as well.
Brian: Talk about then what you’ve learned at BBDO, JWT, that you saw there that you chose not to replicate. You said you did see a need for that kind of brand building skill set. What did you see that you didn’t want?
Mark: Great question. Without fail, the people at the top of the large agencies I work for, I’m forever grateful I got to work closely with these people. They were really smart, good and the same people that were running small independent agencies before. I won’t name any names but a lot of them at the top are the result of acquisitions, so at that level, there’s similar thinking. But I’ve seen people go into those situations and see problems they have to solve and the genius they go in with thinking about brands, orchestrating teams, really innovating through creative, they get worn down by the problems of how do I keep people out of this meeting. Everybody wants to sell their thing in the meeting. It becomes a how do I keep this all from going south then try to be a little bit better than other people who compete. The other thing I found, and my experience is a little old, but everybody tells me that the beautiful, pure brand planning that I worked with at Kirschenbaum was never really replicated very well at large agencies. As a creative director at J Walter Thompson, I was really a better planner than a creative director. That was true with just about every creative director there. We didn’t have planners. So we had to be right about the brand and therefore, the creative suffered. Whereas in independents, you have strategic thinkers working in lockstep with creatives and media people. But you don’t have to be your own strategists. You can connect your creative mind with somebody who’s really focused on that and it’s in a team where people who aren’t adding to the conversation are not in the conversation. That’s what I mean by the problems of scale. We have to find some way to engage all these people all over the world, even though that’s going to dilute the quality of this conversation. We don’t have that problem. We have it on the client side to some extent as our clients get bigger, but we help create these works that then help and inspire the rest of that team.
Brian: What are your clients’ pain points right now? What are they coming to you looking for help on?
Mark: I’ll say how they define the problem, then the changes that come from that. Without fail, the client needs to both build revenue and do it in a way that builds the brand at the same time. There are all kinds of pressures to sacrifice the long term of the brand for short-term sales. Different kinds of organizations have different pressures, so they own this problem. If they don’t solve this revenue problem in the short run, they’re out. They don’t get to build the brand. If revenue doesn’t actually build the value of the brand, it’s gonna stop working; then they’re gonna be out. With very few exceptions, when they turn to agencies, the agencies all wanna own one side of that problem or the other. So they need someone to step in and say, yes, I will own the integration. They got performance marketing agencies that are all about, let’s personalize, let’s automate. We don’t really care when customers get together if they speak the same language as us. We just need to maximize the amount of sales. Then we got brand people, who often don’t know how to create a brand platform that actually combines all of that stuff in an experience product promotion. The client has to be the orchestrator. When they come to us, they want somebody to sit with them at the table and be an expert in integrating those aspects.
Brian: Talk about your work in partnership with Drug Free Kids, which I think is interesting. Using advertising to fight the opioid epidemic. Why that cause?
Mark: Well, if I go back to the 90’s, when I first got involved with them, the woman who would become my wife and I got involved in the organization at the same time. She took a job there working with all the great agencies developing what has become the largest, single-subject public service campaign ever. She was on the inside working with agencies; I learned a lot how agencies present through that.
Brian: Can you give an example?
Mark: We don’t pitch. We’re one of the fastest-growing private companies in America in the last five years, and we do not do creative pitches. Back then, BBH entered this private market and I got to meet John Haggarty, they would say we don’t pitch. That was a mystery to me; what did that mean? Well at the partnership, I joined the creative review committee, which is now creative development board and I’m the chairman of it as of this year. I saw several times BBH present what they pitched and what I saw was, when you focus on ideas, not execution, you focus the client on the highest leverage you can bring, rather than all these distracting images and pictures. You’re allowing them to imagine whatever they’re going to imagine. You’re going to work with them for months to figure out how to execute. So they didn’t bring in nothing. They brought in strategic thinking and platforms. They said it wasn’t creative. So what I realized is, first off, clients are buying experience and a lot of agency experience is really awful. We’ll basically say you’re just buying one campaign, if this goes, well we’ll work on many things together. So let’s start with a project. We need to commit that much, so you need to commit that much. We’re never going to tie your hands and ask you for a two-year contract because we’ll earn our way; but let’s start with an initial project that assumes it is going to go on. Let’s talk about ideas and how it’ll be to go together, and we find that works. Meeting all these other agencies while working on anti-drug advertising gave me a window into the different cultures. I got to see folks from Crispen present when they were the hottest agency in the country and they set up their work less, they defended their work less, and they were so cool when they got direction. I would see these people come in and talk and talk and defend, and they were like, oh yeah, cool. Later they would decide if they would integrate. They gave you the feeling of confidence. Jill went on to become a client, one of the heads of marketing at Tommy Hilfiger, and I’d say, what do the agencies that work for you really give you? She’d say that as a client, you’re afraid. You can’t do it, you can’t force the agency to do it, and you don’t know how to make it work, even if you’re smart and good. A confident agency, confident enough to listen and support, is so reassuring. How would they be confident? And she’d say well there’s this one guy who will say this is our 7503 commercial, we’ll get this right.
Brian: That’s great that you have somebody on the inside feeding you pro tips.
Mark: Listen to the clients, I care about creative, I care about brand planning.
Brian: What about data?
Mark: We are very teched up and data-oriented because, in the direct-to-consumer world, our mix is 75% digital, including email. How do you integrate what you’re learning from your data with what you’re trying to build for your brand and experience? That’s the challenge your client lives with, and compromise is ultimate failure. Agencies that are either data-or brand-focused tend to sell what they do. They pull in their direction against the other guys and clients are stuck in the middle. It’s super uncomfortable and it makes them feel more responsible and less confident than they want to feel. We’re deeply into the data, and we have to translate it into insight and explain how it fits within what you’re trying to build as a brand. Not all data should immediately trigger a computer to pull a trigger, because that could undermine the brand. There are other ways to sell that will work better.
Brian: Back to fighting opioids.
Mark: Back to fighting opioids. Those guys back in the 80’s it wasn’t about opioids. But those guys who got together from Johnson & Johnson and media companies from the big ad agencies, they had this perfect storm of society is really worried about drugs, the government gets that they’re worried. Industry could really come together because the media landscape meant that advertising could really do something about it. They created the partnership and they did amazing things. They slayed crack, then ecstasy; they went out there and created effective campaigns.
Brian: How do you create an effective campaign to fight drugs? A human behavior that is never going to go away and kids are not receptive to advertising, less so now than ever before.
Mark: Yeah, exactly right. That’s what’s changed. That worked for the media environment of then, but that doesn’t work for today. Before it was media agencies and ad agencies, now its the core digital firms. The Googles, Facebooks, Twitters and the rest of media plus agencies and deep integrated digital agencies. It’s a deeper coalition in the world today. Now, what we’re focused on is the partnership for Drug Free Kids and what that means, is helping parents who are on the front line with their kids. We’re not up there advertising to kids saying stay away from drugs. What we are is providing services in a direct-to-parent way. Leveraging these partnerships with Google and Facebook. It’s working, and the government isn’t spending money on getting help for parents. They’re not spending money right now on prevention; maybe they will. But if you’re in a tech firm, media firm or agency, my message is this is our generation’s problem, and I know you’re working with guns, add that, too. This one of the biggest social behavior problems of our generation and step up, it’s a whole new thing now. If you’re interested, a lot of folks have had personal experiences, reach out to me, I’m not hard to find on social media. We need people to step up and be a part of this, and we have some great people on this creative review board now, amazing thinkers, a top innovation guy from Apple, great CCO’s from agencies. It’s a great thing. I don’t think it’s just me. We found through our research that folks are having trouble with technology addiction.
Brian: We saw that in Apple’s keynote.
Mark: Tim Cook is right again. How many of us are working on attracting people’s attention and distracting people from paying attention, engaging them for as long as possible. Getting them to click for as long as possible. We’re all out there mastering the art of diverting people’s attention and casting a spell over their behavior. There’s an enormous amount of choice and my belief is that values have to come above business. I think values will drive business success, but you have to align. I believe we can help people solve this choice problem. We can help people control themselves a bit more, so they can get more satisfaction out of life. If we do that, the brands that do that are ultimately going to do better. This is why we focus on inspiring action brands and help people form more empowering habits and make more inspiring decision. That’s what we do.
Brian: I’m sure that’s hard to monetize.
Mark: Because people are desperate in situations like this, now because of what’s happened, I really believe that is what’s driving us into a direct-to-consumer marketplace. I think the brands that give you a better experience feel better afterward. This is why Facebook and Apple are doing this. They realize that there’s a limit on just pure behavior if people feel miserable, if they don’t feel empowered, they’re going to go elsewhere and there will be competition. Talking about the benefits of scale, the benefits don’t extend to be able to make people miserable forever. Government will rise up, too. I’m a challenger, but I don’t want to challenge through government. I want to create alternatives that give people incredible experiences. And I also would love to help brands like Apple and Google do that as well. But I think we have to give people better experiences of themselves, feeling empowered.
Brian: That’s an empowering place to leave things. This was excellent. Sounds like you’re doing good work. Thanks, Mark, appreciate you being on the show today.
Sometimes, you must first fail before you can succeed.
Few can speak to this as much as Stewart Butterfield, the co-founder of team collaboration tool Slack.
In many ways, his “failures” are also his “successes”.
It started with Game Neverending, his first project, and his first public failure. Developed by his then company, Ludicorp, Game Neverending was intended to be an online multiplayer game for the masses, but it never saw the light of day. When it became apparent that the game would not survive, Butterfield shifted his focus to the game’s photo-sharing tool, turning it into its own stand-alone product, Flickr.
Determined to make his game-developing dreams come true, he would try his hand again. With much of the same team from Ludicorp, Butterfield cofounded Tiny Speck, and began building a new online-game in Glitch.
It was during this development process where Butterfield would inspire a worldwide behavior change revolution – though he didn’t know it at the time.
Frustrated by existing communication tools, Tiny Speck developed its own tool to help better manage the creation of the game. During the three years leading up to the game’s launch, the Tiny Speck team, consisting of 45 people, had only sent 50 emails.
Then, at the end of 2012, the eureka moment came. Butterfield closed the book on Glitch, and Slack, the communications tool his team had developed, sprang forward.
But the Slack squad only knew how their team interacted on the platform, and if the product was to work across industries with varying company sizes and workflows, they needed a bigger sample size.
For the next seven months, Butterfield and his colleagues begged friends at other companies to trial Slack. This gave them the opportunity to see the tool from an outsider’s perspective, and each new company armed the team with unique observations and feedback that they would later use to optimize and tweak the product.
Finally, in August of 2013, Butterfield felt the product was polished enough to be shared more widely and announced a preview release. The launch amassed a large amount of media attention, and within 24 hours, 8,000 companies had signed up for the service. Two weeks later, that number doubled to 15,000. Slack was an instant hit.
That type of staggering growth, although unprecedented, was an accurate indicator of what was to come. Slack quickly became the fastest growing business-app ever, and was considered a unicorn shortly after its first year. Last September, just four years and a month after the company’s launch, it was valued at over $5B.
How did it all happen? What was different about Slack?
Team Communication For the 21st Century
First and foremost, it was created at the perfect time. Built for the era of mobile phones and short text messages, Slack’s growth coincided with the rising trend of companies operating remotely, and offered a less formal, more user-friendly way of keeping in touch with co-workers.
Around the same time, Microsoft Office, Windows, and seemingly every other tech company that could were churning out new tools left and right. Each trying to better each other. In most cases, the competition was healthy, and the tools themselves evolved greatly. But what was left was a scattered ecosystem of tools and services. The fragmentation led to friction and inefficiency. While the tools themselves had improved, the user-experience was left behind. There was no glue to hold it all together.
Enter Slack, integrating all the tools and housing them all in one place. Twitter. Salesforce. Dropbox. Google docs. You name it, it’s all on Slack.
And when you combine that seamless third-party integration with a thoughtfully-designed interface, full of vibrant and playful colors, and an endless amount of customizable applications like to-do lists, reminders, project management tools, scheduling assistants, and hundreds more, what you get is a communications tool that boosts your productivity tenfold.
Perhaps the biggest reason for Slack’s growth is its customizability. Created for any workplace, the product can be catered to your team or individual needs. Channels can be made for departments, projects, office locations, or whatever you deem fit. If a channel becomes too loud, you can “mute” it. If you need to conduct deep, uninterrupted research, you can activate “Do Not Disturb” mode. You can customize “highlight words” that are important to you so that you are notified every time that word is mentioned – be it your name or an urgent project you’re working on. If you’re going to be busy for the day at work conference, or are going to in a long offline brainstorm, you can set your status to reflect that. Files, images, PDFs, spreadsheets and other documents can be shared in real-time with a simple drag and drop.
In group chats, or “channels”, Slack allows you to overhear conversations, giving you an ambient awareness of work developments that you do not get from email. If you want to share something confidential, you can do so through a private channel or direct message.
Files, images, PDFs, spreadsheets and other documents can be shared in real-time with a simple drag and drop. And everything on Slack, from notifications to links to images, are all searchable so that you can find what you need and find it fast.
Consistently evolving and introducing new features to meet user demands, Slack is delivering on its mission to make people’s working lives simpler, more pleasant, and more productive.
A Behavior Change Revolution
While it may not be obvious on the surface, Slack is one of the leading behavior change companies of our time.
In a medium post, written on his page, Butterfield states the following:
“The best – maybe the only? – real, direct measure of “innovation” is change in human behavior. In fact, it is useful to take this way of thinking as definitional: innovation is the sum of change across the whole system, not a thing which causes a change in how people behave. No small innovation ever caused a large shift in how people spend their time and no large one has ever failed to do so.”
“By that measure,” he goes on to say, “Slack is a real and large innovation”.
And he’s right.
Butterfield knew he couldn’t sell a “group chat system”. People simply wouldn’t buy that. Instead, what Slack sells is “organizational transformation.”
“We’re selling a reduction in information overload, relief from stress, and a new ability to extract the enormous value of hitherto useless corporate archives. We’re selling better organizations, better teams. That’s a good thing for people to buy and it is a much better thing for us to sell in the long run. We will be successful to the extent that we create better teams.”
This is not a one-to-one behavior change. Slack must be sold to companies, both massive and tiny, and everything in between. Companies that adopt Slack are betting on a massive, positive behavior change. They want effortless communication. They want to work more efficiently. They want a business tool that works for them rather than against them, helping them make more inspiring decisions and form more empowering habits.
“We’re asking a lot from our customers. We are asking them to spend hours a day in a new and unfamiliar application, to give up on years or even decades of experience using email for work communication (and abandon all kinds of ad hoc workflows that have developed around their use of email). We are asking them to switch a model of communication which defaults to the public; it is an almost impossibly large ask. Almost.”
The change is both dramatic and far-reaching. We know this to be true because we at DiMassimo Goldstein are a proud member of the Slack revolution.
We weren’t looking to abandon email entirely, but to reduce it, and Slack has done that. We found ourselves having too many meetings, which Slack has helped cut down. The transparent communication makes it the perfect place to review projects as a team, on the go, and from anywhere.
Put simply, it has made our work lives easier and most importantly, it has pushed the work we create to help inspire others forward.
That’s why Slack is our Inspiring Action Brand of the Month!
A call to action to people everywhere to direct their attention to the ecological challenges facing our environment. To use this day as an opportunity to adopt new behaviors and habits that benefit our planet, and to ensure that those actions become part of our daily routine moving forward.
No action is too small. No action is insignificant. It is our collective responsibility as humans to be advocates for the protection of our environment, to continue to push the dialogue, and to commit to lifestyle changes that ensure the safety of our planet.
Brands, too, share this responsibility. With large audiences and the ability to captivate, influence, and inspire movements, it is vital that brands create purposeful actions to raise awareness around the many challenges facing our environment, and to implement alternative eco-friendly methods to help solve these issues, in all aspects of their business.
Here are some brands that inspired us by stepping up to the plate on Earth Day this year, reaffirming their commitment to make this planet a better place.
Apple debuted Daisy, a robot that can disassemble iPhones to recover valuable materials, getting one step closer to its goal of making products with only renewable or recyclable materials. Apple is one of the most innovative companies of our time, and inspiring action with inventions like Daisy further stamps their commitment to use technology toward protecting our world’s resources.
Republic Services, the industry-leading sustainable waste disposal company, encouraged its staff, the communities it serves, and its customers to commit to “#1More” action each day to become better at recycling. They released a series of tips to help educate, build awareness, and inspire action in people to recycle properly.
Staples expanded its Electronic Recycling Program to include coffee brewers, and for this entire week, Staples Rewards members who recycle an old coffee brewer at the national retailer can get a $10 coupon for any purchase above $30. Since starting its Electronic Recycling Program, Staples has collected more than 400 million pounds of electronic waste, including ink and toner, which is the weight of roughly 13 Brooklyn Bridges.
Popular outerwear brand The North Face partnered with the National Park Foundation to clean up waste in parks by pulling over 160,000 pounds of single-use plastic bottles and recycling them into “The Bottle Source Collection.” One dollar of every purchase made will be donated back to the parks.
With its new campaign, “Earth Day Every Day,”1 Hotels announced a year-long initiative that will include activations across all properties focused on raising awareness of environmental issues, specifically around saving our shores.
Though not yet an action, ride-sharing service Lyft announced its plans to become completely carbon neutral. If the direct-economy brand can follow through on its promise, millions of metric tons of carbon dioxide can be offset, which would be the equivalent of planting tens of millions of trees or taking hundreds of thousands of cars off the road. It’s a lofty goal, but one that would protect the environment and prevent the continuation of mass pollution dramatically if achieved.
As reported by CNET, home automation producer Nest used Earth Day to make an inspiring promise: to install one million smart thermostats at little or no cost to low-income homes over the next five years. The pledge is part of Nest’s “Power Project,” an initiative aimed toward raising awareness around energy efficiency and consumption.
The best marketers don’t sell products. They sell ideas.
Ideas they want you to believe as a consumer. Perceptions that have been thoughtfully designed and delivered. Because in branding, perception is often reality.
But the hard truth is this: The message that marketers want to convey is often not the same message that consumers receive. Your brand isn’t what you tell people it is. Your brand is what people tell people it is.
So, marketers monitor the conversation. They compile metrics from their social platforms, track their mentions, and look at engagement rates. And maybe, the data they’ve gathered is enough to prove the value of their social marketing efforts.
But it’s not enough. Not even close.
The best marketers don’t just monitor the conversation; they listen to the conversation.
Through social listening, you can discover what people are saying about your brand, even if they don’t tag you. This difference is critical, because far more conversations are being had about you than with you.
Social listening can determine what the sentiment is behind these conversations. Social metrics are terrific, but they only tell one side of the story. Having a high number of engaged consumers is great, but only if those engagements are positive. To quote Dan Neely, “Monitoring sees trees; listening sees the forest.”
But unquestionably the biggest power of social listening is its ability to inspire action. Through analyzing the conversations being had around your product, brand, and industry, marketers can identify an entirely new world of opportunities to delight their consumers.
Social listening gives marketers a chance to be directly involved in the consumer experience. It reveals common frustrations that are plaguing your consumers. Then, they use these insights to inform their next business decisions, working to obliterate the gaps, drags, and blocks causing friction for their consumers. Whether it be product development, identifying influencers, or customer care, social listening should influence the way your brand chooses to interact with its consumers.
If social listening isn’t incorporated into your business strategy, you’re operating with blinders on. Simply put, if you aren’t social listening, then you don’t care about your customers, and the customer is king. Always.