Author Archives: Todd

“User research is hard — not because recruiting participants and conducting interviews are difficult, the logistics have never been easier or less expensive. True user research is hard to take because it forces you to consider the true behaviors of real people who aren’t like you and quickly reveals wishful thinking.”

“Focus Groups Are Worthless” – Erika Hall

When something is designed, we need to look at the motives of the designer. Tech campuses are designed to, first of all, lure you in… Secondly, they’re designed to keep you there… Thirdly, and most insidiously, they’re designed to inspire loyalty. Especially when the community is under attack. They may appear to be designed for the benefit of the worker, but the feelings of loyalty the community is designed to engender benefit the company much, much more.

Facebook Isn’t a Community, It’s a Company Town” – Mike Monteiro

The Keys to a Great Rebrand

  • Be crystal clear on why you need a rebrand
  • Dig deep into your history
  • Be willing to change your story
  • Connect what you’re doing to a futuristic idea – and leave room for others to join
  • Meet your customers where they are
  • Get your key stakeholders deeply committed

Advice from Brian Collins, CCO of branding consultancy COLLINS, and Lelan Mashmeyer, CCO of yogurt maker Chobani. Both are co-founders of COLLINS.