One More Question
82 episodes - English - Latest episode: about 1 month ago - ★★★★★ - 1 ratingOne More Question is a podcast by Nicework. We are on a mission to build purposeful Web3 brands that people care about.
One of the things we do best is to ask the right questions. This podcast exists because we want to share some of the best answers we have heard over the last 15 years. Our clients range from a venture studio and Hollywood film producers to the inventors of the hamburger, to name a few. We have had the honour of talking to guests like Micheal Bierut, Natasha Jen, Bruce Mau, Jack Butcher, Aaron Draplin, Marina Willer, and Fredrick Öst. Their work has shaped our industry over the last 40 years. The aim is to share useful perspectives, insights and inspiration you can use as you go about building your brand.
Hosted by our founder Ross Drakes.
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Episodes
How to stand out by leveraging your values | Jason Naylor
March 19, 2024 09:00 - 41 minutes - 38.2 MBIn Episode #79, Ross is joined by Jason Naylor, award-winning artist, muralist and author. Jason is a NYC artist, known for bright colours and even brighter themes, commonly found on large scale murals around the world. His work explores the communication of human emotions using organic shapes, bold colours and a strong design aesthetic. Jason has worked with various brands like Coach, Pepsi, Toyota, and Microsoft. He has received global recognition for his work including a Golden Novum Des...
How to earn and own more by sharing more | Jakub Rusiecki
December 19, 2023 10:00 - 49 minutes - 45.1 MBIn Episode #78, Ross is joined by Jakub Rusiecki, Co-Founder of The Symmetrical DAO and Summoner at Social Graph Ventures. Jakub started his career in biochemistry but switched gears in 2021 to focus on the cryptocurrency and blockchain space. He co-founded The Symmetrical, an investment DAO aimed at Gen Z, which has quickly grown to over 60 members worldwide. Jakub is currently the summoner for Social Graph Ventures, a DAO that invests in projects building the technology and apps powering ...
What will it take for African Artists to be successful in Web3? | Anthony Azekwoh
September 05, 2023 08:30 - 41 minutes - 44 MBIn Episode #77, Ross is joined by Anthony Azekwoh, a contemporary artist and author based in Nigeria, whose work focuses on African folklore and mythology. Anthony uses diverse mediums, such as digital and traditional painting and sculpting, to explore transformation and change in his country. He replicates traditional techniques through digital mediums, producing physical, corporeal manifestations of his work. His art has been seen worldwide, with clients like Facebook and celebrities such...
Why are the world's biggest companies turning to abstract visual design? | Matthias Winckelmann
August 22, 2023 09:30 - 44 minutes - 45.7 MBIn Episode #76, Ross is joined by Matthias Winckelmann, Co-Founder and one of the two Creative Directors of someform Studio. Before launching someform Studio, Matthias worked as Managing Partner and Director at the creative ensemble foam Studio and as Head of 3D at the internationally acclaimed design & branding studio ManvsMachine in London. Ross and Matthias discuss why the world’s biggest companies are using abstract design to stand out, what this means for designers, and how we can avo...
Building brands of the future: How Play branded Neuralink and Worldcoin | Casey Martin
May 29, 2023 10:00 - 47 minutes - 58.8 MBIn Episode #75, Ross is joined by Casey Martin, Founder and Executive Creative Director of Play, a branding and design studio working with the world’s most innovative companies. Casey’s leadership has helped shape Play into an uncommonly agile partner, resulting in acclaimed collaborations with Elon Musk’s neurotech pioneer Neuralink, digital currency Worldcoin, storage standout Dropbox and many others. Ross and Casey discuss what it’s like to build the brands that are shaping the future a...
The Art of generative AI: How to make machines work for you | Lucas Zanotto
May 15, 2023 10:00 - 43 minutes - 74 MBIn Episode #74, Ross is joined by Lucas Zanotto, a multi-award-winning designer, artist, and director. Lucas’ career is as varied and playful as his creations. His work effortlessly merges analogue and digital craft into thought-provoking films, apps, and installations. Zanotto also creates intriguing apps for children through his entertainment platform YATATOY. Ross and Lucas discuss how rules help artists find their unique style and why generative art still requires craft and skill. Luca...
Branding Beyond Borders: The Art of Immersive Experiences | Kate Dawkins
May 02, 2023 09:45 - 39 minutes - 37.4 MBIn Episode #73, Ross is joined by Kate Dawkins, multi-BAFTA-winning video/projection designer and director, and the founder of Kate Dawkins Studios. Kate has over 25 years of experience turning pixels and projection into spectacular immersive events, shows, and live performances–entrancing global audiences. She's collaborated with world-class directors, producers, artists, and brands, such as BBC Studios and Ministry of Defence, and created immersive experiences and ceremonies like the Lond...
Using AI to build the next generation of brands | Nando Costa
March 20, 2023 11:39 - 50 minutes - 53.5 MBIn Episode #72, Ross is joined by Nando Costa, a seasoned Brazilian-American designer with experience in digital products, branding, and animation production at Microsoft and Google. At Microsoft, Nando was part of the team that shipped the HoloLens Developer Edition and Windows Mixed Reality. He was at the forefront of a collective effort to evolve the design language for Microsoft 365 experiences across all platforms. And, after a brief stint at Google Design, Nando returned to Microsoft ...
Using AI to build the next generation of brands
March 20, 2023 11:39 - 50 minutes - 53.5 MBIn Episode #72, Ross is joined by Nando Costa, a seasoned Brazilian-American designer with experience in digital products, branding, and animation production at Microsoft and Google. At Microsoft, Nando was part of the team that shipped the HoloLens Developer Edition and Windows Mixed Reality. He was at the forefront of a collective effort to evolve the design language for Microsoft 365 experiences across all platforms. And, after a brief stint at Google Design, Nando returned to Microsoft ...
Yes, design can accelerate change in the world | Simon Dixon, DixonBaxi
March 06, 2023 09:55 - 50 minutes - 46.3 MBIn Episode #71, Ross is joined by Simon Dixon, co-founder of DixonBaxi. Simon has explored where creativity, design, and tech overlap for more than two and a half decades. His company, DixonBaxi, works with iconic companies across sports, entertainment, media, new economy, technology, and beyond. 'Be Brave' is their defining spirit. Simon Dixon shares how DixonBaxi creates work that resonates. He weighs in on whether design can change the world, and warns against following tech trends ins...
Own your mistakes and build WITH your community | SAFA and Valet Jones, Tally Labs
February 14, 2023 07:24 - 42 minutes - 38.5 MBIn Episode #70, Ross is joined by the founders of Tally Labs – See Ape Follow Ape (SAFA) and Valet Jones . Valet Jones is a former Product Manager and Creative Writer. He is the original voice of Jenkins the Valet. See Ape Follow Ape is a Former Marketing Agency Founder. He’s never seen an Ape he didn't follow. Ross, SAFA, and Valet Jones discuss why you need to build in public, the mistakes that they’ve made, and how to work with your community. Find show notes and episode highlights at...
How creators can earn better revenue through DAOs | JP Alanis and Justin Alanis, StoryCo
January 23, 2023 10:00 - 53 minutes - 48.9 MBIn Episode #69, Ross is joined by J.P. and Justin Alanis, Co-CEOs of StoryCo. J.P. Alanís is an experienced development executive. He previously co-created and led GOLF MEDIA, the direct-to-consumer media platform and production company founded by Tyler, The Creator. Justin Alanis is an experienced entrepreneur with a background in both technology and private equity. Ross and the Alanis brothers discuss what it’s going to take for DAOs to be successful, how Netflix kills creator revenue, a...
Is Web3 becoming centralised? | Anthony Di Iorio
December 05, 2022 10:01 - 57 minutes - 52.5 MBIn Episode #68, Ross is joined by Anthony Di Iorio, co-founder of Ethereum and founder of Decentral Inc and Andiami. Anthony’s mission has always been to empower people with the tools they need to have total control over three things – their money, communication, and identity. He co-founded Ethereum in 2013. He is currently the founder and CEO of Decentral Inc. – an innovation hub & software development company focused on decentralized technologies. He has also recently launched Andiami, a ...
Building the strongest community in Web3 | Zeneca
November 21, 2022 10:10 - 50 minutes - 46.4 MBIn Episode #67, Ross is joined by Zeneca, web3 and NFT investor, advisor, content creator, and project founder. He writes a Newsletter on NFTs, hosts two podcasts, runs a YouTube channel, has ~300k followers on Twitter, and manages two NFT communities: all with a focus on creating educational content to help people learn about the wild world of web3. Ross and Zeneca discuss how he’s built one of the strongest communities in Web3 and why you shouldn't monetize your content too early. Find ...
How brands change in Web3 | Jeff Staple
November 07, 2022 09:00 - 47 minutes - 45.2 MBIn Episode #66, Ross is joined by Jeff Staple, the founder of REED ART DEPARTMENT (formerly known as Staple Design). Jeff is a creative visionary whose work encompasses graphic, fashion, and footwear design, as well as brand marketing. He has worked on countless creative projects for clients ranging from startup brands to Fortune 100 companies. Ross and Jeff discuss how brands and branding change from the real world to Web3 and how he carried the famous Staple Pigeon into the metaverse. F...
How the Metaverse will change brands | Teemu Suviala, Reality Labs - Tech at Meta
October 24, 2022 09:30 - 47 minutes - 45.1 MBIn Episode #65, Ross is joined by Teemu Suviala, Global Head of Brand Design for Reality Labs at Meta. Reality Labs is a diverse group of developers, researchers, engineers, and designers that leads the expansive work being done at Meta in building the next computing platform and bringing the metaverse to life. Before joining Meta Teemu led creative work at brand and design agencies, Collins, as ECD and Wolff Olins as CD in New York. He is also a co-founder of design agencies Kokoro & Moi a...
Creating 1000 handmade artworks in 1 year | David Gersch, CryptoLeos
October 10, 2022 09:00 - 38 minutes - 35.2 MBIn Episode #64, Ross is joined by David Gersch, Creator of CryptoLeos. CryptoLeos is an NFT collection celebrating pop culture by world-renowned artist David Gersch. Each NFT is a multi-utility asset – ownership of a CryptoLeo welcomes you to the Leo party, an exclusive club of stylish Oscar-winning winners! Ross and David discuss how he created 1000 unique artworks for CryptoLeos, the power of memes as drivers of culture, and his experiments at the forefront of new technology. Highlig...
Runner and Clubhouse Pictures are reimagining how we tell stories in Web3 | Bryce Anderson
September 26, 2022 13:14 - 53 minutes - 48.8 MBIn Episode #63, Ross is joined by Bryce Anderson, Production Executive at Clubhouse Pictures and part of the team bringing Omega Runner to life. Bryce Anderson started his career and bought his first Bitcoin as an assistant at United Talent Agency. He joined Clubhouse Pictures when it was founded in 2015 and has worked on the producing team for Bright, Birds of Prey, and I, Tonya, among others. Ross and Bryce discuss why Bored Ape Yacht Club is similar to Hello Kitty, what people get wrong...
Web3's value is NOT in technology | Jack Butcher, Visualize Value
September 12, 2022 10:46 - 50 minutes - 46.2 MBIn Episode #62, Ross is joined once again, by Jack Butcher, Founder of Visualize Value. Jack spent 10 years working in corporate advertising in NYC as a graphic designer for billion-dollar brands. In search of fun and freedom, he started his own agency...and found neither. After 2 years of further iteration, he built Visualize Value – a project he used to build a network of mentors, a $1M/year product business, and an audience of 600k+ people. Ross and Jack discuss the common misconception...
Building a brand by mistake with Repeat Offenders – Gerhard Human
August 30, 2022 08:34 - 43 minutes - 40.1 MBHighlights from the conversation "When I got into PVNKS I quickly realized that I was building a brand, building a world" "This hub for like-minded people are invested in the project, but they're also invested in you, as an artist" "Art is something that you do of your own will, not for the sole purpose of selling" "Everything I saw at the time was really repulsive – terrible drawings of terrible things that are slightly altered by an algorithm" "My sole purpose is making something and ...
Rethinking DAOs and changing the way Hollywood operates | Kenny Miller, StudioDAO
August 15, 2022 09:00 - 57 minutes - 52.7 MBHighlights from the conversation It still takes a creative person at the center to say – this is what it is, this is what it isn't We don't need to make a hundred million dollars on a movie. We just need for that to be a great experience for people in the DAO It's gonna be the most dangerous audience in the world. They're gonna green light [+ have rights to] their content Films could become more like startups + having equity in those startups could be beneficial for actors It's a film s...
Why brands, designers, and creators need to get into Web3 NOW | Josh Rosenthal
August 01, 2022 08:59 - 52 minutes - 47.7 MBHighlights from the conversation You're used to thinking of technology as the value creator, but it's actually brands, studios, and agencies Your cost of failure is small. And the only way to get asymmetric gains is to participate early You can call them NFTs, but they’re actually strong property rights of ownership for physical and synthetic assets Now, the value is in the community, the content, the brand, the association Transformative revolutions always start with finance. Cause tha...
How Web3 can benefit from Web2 thinking – Lubo Smid
July 18, 2022 09:10 - 42 minutes - 38.6 MBHighlights from the conversation For the majority of the people right now, there is just not a fast way to enter the tokenised world It doesn't matter whether you are in the app store or whether you have a web-based game, you need to work on the marketing strategy regardless Projects are getting a lot of traction for no reason – just because of the hype We are very early and there are a lot of opportunities. So I definitely think that the bar right now [is] very, very low...if there is a...
How Huxley pushed against NFT trends and won – Ben Mauro
June 22, 2022 09:56 - 42 minutes - 97.7 MBHighlights from the conversation: A graphic novel [is] one of the few ways a single creator can create the entire product You go to a meeting and they're just like "Cool art, kid – but what does this look like as a movie?" Once NFTs + Web3 happened. It was just like, well, maybe this is a more interesting way to launch a product? You can't one-to-one sell a product like you would in Web2, you have to create some kind of interesting gamification I feel like a lot of stuff in Web3 is reve...
Luke Woodhouse: How to build a brand using one idea
May 30, 2022 10:45 - 36 minutes - 66.4 MBHighlights from the conversation The concept is the most important thing, because that's really what paints a picture in people's heads We're always asking how can we exaggerate that idea? How can we make it really, really clear with every element? If you filter yourself, you run the risk of blending in with everyone else If you can use storytelling to bring those ideas to life in people's minds, then you don't need to convince them because they'll inherently understand it We look for p...
Michael Bierut: Should we be sceptical of brands?
April 04, 2022 09:44 - 49 minutes - 45.2 MBHighlights from the conversation My lack of conviction about branding may be [because] everything is being presented as a brand nowadays Branding was this shorthand for authority Designers are taught form follows function. What really makes design contribute to culture are those 'other things' that come into play Brands provide visual and experiential cues that help us work through a complicated environment My [interest] in the subject matter has a direct relationship to how good the wo...
Jessie McGuire: What are the limits of branding?
March 07, 2022 09:43 - 49 minutes - 45.3 MBHighlights from the conversation We have to be doing work that is going to change the world around us The boundaries of branding are absolutely limitless. What's not limitless are designers As designers, we cannot continue to think about the planet as a completely replenishable resource We have the opportunity to show what we support through what we buy At the end of the day, maybe you just are selling chocolate. You don't have to make it be about some larger societal issue If we're sa...
Liza Enebeis: How Studio Dumbar creates brands that are Pure, Simple, + Powerful
January 18, 2022 08:43 - 48 minutes - 44.8 MBHighlights from the conversation One thing with simplicity is to not confuse it with minimalism. Simplicity is about focus and really defining your purpose If you don't come together as a collective, sometimes you'll never be seen Purity is really important. It's where we try to get to the essence of a brand Great design doesn't mean good results. It's really the power of everyone together Motion really brings the work to life Even then the smallest move can really define the personali...
Rasmus Wängelin: Spotify – Global campaigns with local nuance (+ the story of Spotify Wrapped)
December 01, 2021 08:05 - 47 minutes - 43.8 MBHighlights from the conversation I think Wrapped is a magical project because it's one of the only marketing projects where you have millions of people sharing their own experience of the year through the share card Start with guiding principles – What does your brand stand for? What are you trying to do? How does that come to life? That's part of the magic of Wrapped – you release it to the world and then it just kind of takes its own life. We have this lens where we don't really talk a...
Stuart Watson: The Premier League rebrand + what's wrong with the design industry
November 08, 2021 09:00 - 47 minutes - 43.7 MBHighlights from the conversation: Then you become a trusted advisor or partner who has got their back rather than a gun for hire When we, as an industry, get it right we add unbelievable value to the bottom line of a business I definitely think there's gotta be a smarter way to be compensated for the work that we do But the minute something's asked for free, then they have all the power and we’re subservient to them. It's not healthy I don't think anyone feels that pitching is valid or ...
Natasha Jen: People vs. Design – how to ensure great brands survive handover
October 20, 2021 13:34 - 46 minutes - 42.9 MBHighlights from the conversation: Since it's a living organism, a brand can behave really well if it's managed well. But it can also misbehave. There's also no such thing as a perfect brand In the industry, we hand out brand manuals and they're sometimes treated as the Bible that the in-house design team has to conform to, but I actually don't see style guide that way – I see style guide as parameters [On research] What I want to do is get down to the very bottom of it. What is this thing...
Ana Andjelic: Brands are not just economic entities, they're also social + cultural entities
September 27, 2021 09:00 - 43 minutes - 39.8 MBHighlights from the conversation: If you build upon communities that have organically been created, the chances of success are much higher People are not buying products, people are buying stories [Brands] not just an economic entity, [they’re] a social entity or cultural entity The most successful brands piggyback on their existing communities If you're not part of someone else's story, then you're in trouble Collaborations are not brand extensions. It's a big mistake to treat them as...
DJ Stout: Logos are overrated
September 13, 2021 09:00 - 41 minutes - 37.8 MBHighlights from the conversation I'm always encouraging my clients to brag in a good way. A logo is just a mark and some of the best-known brands in the world have really crappy logos As far as trying to build a brand or a personality, that's memorable. It always comes from a unique place. And usually it comes from a smaller place [A logo] is just a symbol. A symbol only has meaning once you do all the other things around it that communicate that brand You need to embrace who you are. B...
Judge Edwin Cameron: South Africa's Constitutional Court – actually using values to build a brand
August 30, 2021 16:27 - 42 minutes - 38.6 MBHighlights from the conversation Any public institution has a brand and is a brand The Constitution has a lavish and generous set of values...but it comes down to the promise of human dignity It doesn't matter if you've got this amazing message and amazing marketing collateral – if you don't actually do the thing that you said you would do, it all fails One shouldn't over mythologize the element of public participation It doesn't matter about its provenance, the fact is that it was an e...
Chris Do: What Marvel Comics and Star Trek can teach us about brand building
August 18, 2021 09:30 - 47 minutes - 43.8 MBHighlights from the conversation: In the comic book world, there are thousands of characters but only a handful rise above. My theory is they've done a better job of telling their story. We can identify with them. Great characters have a strong story. Their strengths and their weaknesses are almost mirror opposites of each other. Perfect is boring. Perfect is inauthentic. Perfect is unrelatable People do not fall in love with corporations. They fall in love with personality Our purpose ...
Matteo Bologna: The secret differentiator - Why your brand should own a typeface
August 06, 2021 13:11 - 49 minutes - 45.6 MBHighlights from the conversation: A brand is an organism composed of hundreds of elements, logos, copywriting, photography, colours, and of course, typography Big companies spend millions of dollars on their fucking brand. Why can't they spend a little bit more money to make sure they have a font that is recognisable? They don't even have to say anything. They just have to put type on a page and people would immediately recognise the brand It's very difficult to maintain what's good abo...
Marina Willer: Why brands like Rolls Royce + Tate are built to last
July 21, 2021 09:00 - 47 minutes - 43.1 MBHighlights from the conversation: You collect ideas by looking around the world and doing things, and all of those things form a vocabulary of ideas that you then come to use I always try and encourage young designers to not just look at design – to look wide and experience wide Things lead to other things. The more you collect ideas, the more you will have opportunities to make them happen It's important that we create systems that are open and easy to flex to accommodate audiences as t...
Jack Butcher: Visualize Value – a $1M brand in 18 months
July 08, 2021 11:06 - 44 minutes - 40.6 MBHighlights from the conversation: Your brand is this decentralised thing that essentially exists in other people's heads. It’s this thing that you're building in other people's minds Where you really start to feel the compound effect of brand [is] 12-18 months down the line It really does take a long time to win that battle of attention and fire off the sequence of neurons when someone sees your work. We underestimate how long it takes to get there. But we also underestimate what it's wor...
Rejane Dal Bello: Design is capitalism but it can be more
June 24, 2021 06:40 - 50 minutes - 46.6 MBHighlights from the conversation [On rebranding] You don't change from one day to the other. But I do think that makes a wave of different thinking It means something. They work their asses off for a purpose, and that logo signifies the purpose. We tend to pretend that a brand needs to portray something more positive than it is, and I think, No – beauty is honesty Design is about goods and about capitalism, there is no doubt about that [On doing what’s best for a brand] People change, b...
Leland Maschmeyer: Lessons from Chobani - How to revolutionise a brand in 4 years
June 02, 2021 07:39 - 54 minutes - 50.1 MBHighlights from the conversation When you're on the client side there are so many priorities to handle other than brand building It's about encouraging a culture of not just being on repetition, but a culture that is about making things better and making things happen The important thing is to know that a lot of people on the client side aren't brand builders You just hope that senior leadership has enough vision, communication ability and consistency in the narrative that they're tellin...
Brent Couchman: How to create great work for clients like Facebook
May 20, 2021 15:55 - 46 minutes - 42.6 MBHighlights from the conversation The most successful relationships we have are the ones where the internal team have done the work to prime the key decision makers with what to expect That's where balance is really crucial – we can support them and give them all the ammo needed. But at the end of the day [we need] their expertise for those crucial conversations As there's more access to design, [maybe] not designing is going to be differentiated Some people just want to be part of some o...
Finnian Kelly: Build a movement – something bigger than a brand
May 05, 2021 04:00 - 1 hour - 55.4 MBHighlights from the conversation: We all have the same time in the day, but some people get exponential results You can go on a completely different path and you can define what 'winning' is We believe if we stop being self-critical, we're just gonna become a sloth...which is a complete lie Great communities are not actually focused on communities, they're focused on a mission A lot of people get so focused on their benefits and features [of] their product, they forget that what people ...
Alex Center: Vitamin Water – The $4.1 billion brand that changed the beverage game
April 14, 2021 09:06 - 46 minutes - 42.5 MBHighlights from the conversation They're not gonna care, and they shouldn't, because they don't need more things If you play it safe and you go the easy route it falls on deaf ears It's about the people that do it. We want to be in the right relationships with the right people. The product and all that other stuff are important, but great people build great brands and great companies, and I think that's where it starts. I think it takes courage to be presented with four potential brand i...
Karin Fyhrie: The lost art of connecting with your customers
March 31, 2021 13:16 - 45 minutes - 41.8 MBHighlights from the conversation: We have to give a shit. And our employees have to give a shit about the things we give a shit about Any great brand is a convergence of both functional and emotional components When everybody's going heavily into their data, it leaves space for a really good story You’re not for all. Generalisation isn't doing anybody any favours Be super specific about what's important to you and who you serve, because that can be a gamechanger I drive a lot of motiva...
David Blyth: The key to building a challenger brand
March 17, 2021 11:00 - 47 minutes - 43.5 MBHighlights from the conversation: Just like brands and companies, people need to have the right mindset about what could be rather than a preservation mindset or a victim mindset To think less about resources and more about being resourceful is the kind of change we need to make in our heads. What does the world need right now? it needs more fresh, entrepreneurial thinkers who are willing to turn things upside down and change the status quo The people in a company are more brand builders...
Blake Howard: Matchstic – The value of design in building better businesses
February 25, 2021 06:35 - 45 minutes - 41.7 MBHighlights from the conversation: A rebrand doesn't have to be extreme. It could be the right decision to just modernise or refresh We want to give up and coming businesses a fighting chance No one cared about them. They were visual spam all over the city, no one engaged with them. The whole point of them was to inform the public, but no one cared Brand identity really can just attract people in that front door. A lot of those small or mid-sized growing organisations lack that A lot of ...
Aaron Draplin: Draplin Design Co. – Having fun and helping underdogs win
February 11, 2021 13:01 - 1 hour - 59 MBHighlights from the conversation: I like the idea that a couple moves from me help fuck with the people who had 100 moves to make Man, I'm just going to have fun with this. I'm not going to worry about what is and isn't the right thing to you know, to get me into the cool room. I'm just gonna do it If you're just starting out, it's about knowing how to play the deck of cards, when to play them, how to enjoy them, and how to make this stuff fun You look at a brand, you want to trust it, a...
Carey Smith: Big Ass Fans — The case for really listening to your customers
January 27, 2021 09:45 - 45 minutes - 42 MBHighlights from the conversation: You're lucky if you find a name or concept that upsets a certain number of people We did a lot of work to ensure that our customers thought that we hung the moon. And the advantage of that [was] our fans sold for twice what anybody else's did We talked to every single customer that we had — 10s of thousands of people over a period of years — to see how we could make the experience better The product is almost secondary to the experience. The product is y...
Ben Crick: Craft at scale
January 13, 2021 09:30 - 49 minutes - 45.7 MBHighlights from the conversation: "Design is not what we make. Design is what we make possible for others." "Craft is just consideration of every detail. And scale is often about finding efficiencies. And those two notions are kind of at odds with each other." "Craft at scale is the same as craft anywhere else. It's just trying to bring intentionality and consideration to every decision." "We feel the tension between good business and good design constantly. Good design is so often a fac...
Adam Morgan: What Tom Ford, Nike, and monsters can teach us about brand building
December 09, 2020 09:00 - 43 minutes - 39.6 MBHighlights from the conversation: Most of my clients didn't embrace collaboration in a deep way, there was shallow collaboration. But that wasn't really about genuine collaboration. Working with your competitors is going to get you there faster, Brand owners have misunderstood the degree to which people care or don't care about them That ambition is too important for me to suppress. I need to step back and reconsider how I'm going to deliver that ambition under that constraint Constrain...