it’s not enough to be brilliant – you have to be convincing, too. with lanny geffen

IT’S NOT ENOUGH TO BE BRILLIANT,YOU HAVE TO BE CONVINCING TOO.TIPS ON HOW TO SELL YOUR WORK AND BUILD GREAT RELATIONSHIPS

ANDREW DAVIES DEEPIKA MALIK LANNY GEFFEN

Monday, 22 April, 13

VINCENT VAN GOGH1853 - 1890

ONE OF THE MOST INFLUENTIAL ARTISTS OF THE MODERN ERA

SOLD 1 PAINTING IN HIS LIFE

THIS ISN’T ABOUT ART

IT’S ABOUT YOUR SUCCESS

IT’S ABOUT ARTICULATING VALUE

IN A WAY THAT IS PERSUASIVEAND CONVINCING

SOFT SKILLS GROW OUR CAREERS AND OPPORTUNITIES

Novice

Junior

Intermediate

Senior

Expert

Student

Novice

Junior

Intermediate

Senior

Expert

Student

Novice

Junior

Intermediate

Senior

Expert

Student

Novice

Junior

Intermediate

Senior

Expert

Student

Core Skills

Novice

Junior

Intermediate

Senior

Expert

Student

Core Skills

Novice

Junior

Intermediate

Senior

Expert

Student

Core Skills Professional Skills

SKEPTICAL

SKEPTICALRUDE

DISTRACTED

SKEPTICALRUDE

DISTRACTED

IMPATIENT

SKEPTICALRUDE

DISTRACTED

IMPATIENT

JUDGEMENTAL

SKEPTICALRUDE

DISTRACTED

IMPATIENT

JUDGEMENTAL FORCEFUL

SKEPTICALRUDE

DISTRACTED

IMPATIENT

SELF CONVINCED

SKEPTICALRUDE

DISTRACTED

IMPATIENT

SELF CONVINCED

CAUSTICMonday, 22 April, 13

SKEPTICALRUDE

DISTRACTED

IMPATIENT

SELF CONVINCED

CAUSTIC

DIFFICULT

SHOW ME WHAT

YOU’VE GOT

WE WANT TO HELP

ANDREWMANAGER OF CREATIVE,

SHAW MEDIA

DEEPIKASENIOR MANAGER, USER

EXPERIENCE DESIGN & NEW PRODUCT DEVELOPMENT,

ROGERS COMMUNICATIONS

LANNYCREATIVE DIRECTOR(UX STORYTELLER)

DIGIFLARE

THERE IS NO MAGIC BULLET

IT’S PROCESS AND TECHNIQUEMonday, 22 April, 13

LET’S UNDERSTAND EXECS BETTER

ExecYou

TALENT IS IMPORTANT TO EXECUTIVES

MOST OF AN EXECUTIVES WORK IS DONE THROUGH THE PEOPLE THEY HIRE

THEIR SUCCESS DEPENDS ON FINDING PEOPLE:✓THEY CAN TRUST

✓HIT DEADLINES

✓AVOID PROBLEMS

THEY JUDGE YOU WHEN YOU PRESENT:

✓ CAN YOU HANDLE THE PRESSURE

✓ DO YOU KNOW YOUR BUSINESS

✓ ARE YOU CREDIBLE

✓ ARE YOU AUTHORITATIVE

✓ ARE YOU TRUSTWORTHY

LET’S UNDERSTAND YOU BETTER

THERE’S A DIFFERENCE BETWEEN WHAT YOU DO AND WHAT’S YOUR JOB ?

YOUR REAL JOB IS:CUSTOMER SERVICE

QUALITYEFFICIENCY

SERVICERELIABILITY

QUALITYEFFICIENCY

SERVICERELIABILITY

QUALITYEFFICIENCY

SERVICERELIABILITY

QUALITYEFFICIENCY

SERVICERELIABILITY

QUALITYEFFICIENCY

SERVICERELIABILITY

}Monday, 22 April, 13

QUALITYEFFICIENCY

SERVICERELIABILITY

}Monday, 22 April, 13

QUALITYEFFICIENCY

SERVICERELIABILITY

}Experience

PRESENTING IS ABOUT GIVING WORK TO YOUR CLIENT

PACKAGED SO THEY WILL APPRECIATE IT’S QUALITIES AND VALUE YOUR EFFORT

BUT FIRST, YOU NEED TO UNDERSTAND WHAT THEY NEED AND WANT

PART 1: DISCOVERY

FROM THE FIRST MEETING ...

UNDERSTAND YOUR CLIENT & THEIR NEEDS✓ Strategy✓ Goals✓ Requirements✓ Competitors✓ Constraints✓ Audience

RESPECT YOUR CLIENTSKNOWLEDGE AND OUTLOOK

DON’T BE AFRAID OF THEM

“EXECUPHOBIA”

FEAR FOR THEMUnderstand their fears so you can

help them more.

100% OF YOUR TIME

MAY BE THE 10% OF TIME THEY HAVE FOR A SOLUTION

IT’S ESSENTIAL TO DEFINE THEIR NEEDS, AND DELIVER A SOLUTION IN

THE TIME THEY HAVEMonday, 22 April, 13

ALL TYPES OF STAKE HOLDERS ON THE PROJECT

VISUAL

DATACENTRIC

DETAILORIENTEDCRITICAL

BUILD UNDERSTANDINGMonday, 22 April, 13

IT’S A POWER TOOL FOR YOU

BRIDGE TO THE EXPECTATIONSTHEY WILL HAVE OF YOU

LISTEN TWICE AS MUCH AS YOU SPEAK

DON’T GET AHEAD OF YOURSELF

PART II: PROCESS(Mostly another topic... )

INCREMENTAL AND CONCENTRIC

PARTICIPATORY DESIGN& COLLABORATION

Include the client early on.

MAKE CHOICES TOGETHER, TO MAINTAIN ALIGNMENT AND CREATE PARTNERSHIP

PART III: DELIVERY

YOU DO GREAT WORK

XMonday, 22 April, 13

DON’T LEAVE CLIENTS TOTHEIR OWN DEVICES

CAUTION

SHOW THEM THE MAGIC

#1: BE PREPARED AND READY

KNOW YOUR AUDIENCE WELL

WHO SETS UP? WHO PRESENTS?Work it out before hand

COME TO THE TABLEON THE SAME PAGE

USE AN AGENDAMonday, 22 April, 13

LEAVE TIME FOR CONVERSATIONMonday, 22 April, 13

#2: USE A STORY TO GET EVERYONEON THE SAME PAGE

SET A VISION BEFORE DETAILS

WALK YOUR CLIENTS DOWN A USER’S PATHMonday, 22 April, 13

USE A LINEAR NARRATIVE

USER PERSONAS & CONCEPT FLOWSMonday, 22 April, 13

BEFORE DROPPING THEM INTOTHE MEAT OF A DESIGN

#3: THEY DON’T NEED TOUNDERSTAND YOUR FIELD

BUT YOU NEED TO SHOW THAT YOU UNDERSTAND THEIR BUSINESS

DON’T OVER-EXPLAIN YOUR DISCIPLINE

DEMONSTRATE THE VALUE OF THE CHOICES YOU’VE MADE

ALWAYS, ALWAYS TIE BACK TO THE BUSINESS

EXPLAIN HOW YOURSOLUTION FITS THEIR NEEDS

LEVERAGE THE KEY POINTS YOU HEARD EARLIER

#4: MANAGE APRODUCTIVE CONVERSATION

DON’T BE DEFENSIVE:RESPECT THE FEEDBACK YOU HEAR

EXPECT FEEDBACK & CHANGESMonday, 22 April, 13

TAKE NOTES

ASK A LOT OF QUESTIONS

DON’T ASSUME YOUR CLIENTS KNOW HOW TO GIVE FEEDBACK ON DESIGN

You’ve been to design school, they haven’t.Try telling them what you want feedback on for starters.

#5 SUMMARIZE OUTCOMES AND NEXT STEPS

IT’S THE END OF A (HOT) DATE, BUT THE RELATIONSHIP CONTINUES...

AIM FOR LONGEVITY BY BUILDING TRUST AND GOING FOR BUY-IN

YOU ARE ROCK STARS!

THANK YOUQuestions are welcome...

@lgeffenlanny.geffen@digiflare.com

ATTRIBUTIONS

• “5 Tips for Presenting to Executives”, Bruce Gabrielle, speakingppt.com

it’s not enough to be brilliant – you have to be convincing, too. with lanny geffen

Technology

lanny cohen - applied innovation for the unorganization

lanny gordin - universo...

the imperial republic lanny thompson.pdf

more convincing copywriting

crafting convincing arguments

get them talking - dramatically mitzi geffen

headlines and taglines - headlines sbm 338 lanny wilke

2013 backstage at the geffen tribute journal

self care: personal & organizational imperatives by: lanny...

persuasion & convincing skills

top 20 quotes from david geffen

persuading and convincing

talk about convincing

geffen playhouse 2014/2015 season brochure

convincing investors

convincing proof - doria

magazine - geffen...

2015 04 mini grant geffen gardner

study guide - geffen playhouse

3m lanny davis anti slapp motion