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Page 1: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

Speaker: Paddy Harrington

DP1

HOW TO JUMP FENCES TO NEW FIELDS

Presented by

Page 2: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

Paddy has over 10 years experience in branding, strategy and design. He has degrees in literature and architecture and has worked in research, architecture, advertising, and design. His clients have included The New York Jets and Giants, Coca-Cola, McDonald’s, Unilever, the Holy City of Mecca, Li-Ning, and the Fogo Island Inn in Newfoundland. He is an award winning writer and filmmaker and has spoken at several design conferences as well as at Brown, Harvard, and the Central Academy of Fine Arts in Beijing. Paddy was formerly the SVP Design Innovation and Digital Creative Director at Indigo Books and, prior to that, Executive Creative Director at Bruce Mau Design.

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There is a growing trend of crossover companies who focus on multiple business models at once. Monocle and Winkreative is just one example, as is our company, Frontier, which supports creative exploration through a magazine, design studio, and ventures group. Frontier’s core purpose is to help people take creative risks. As the barriers between professions collapse, the challenge becomes how to establish a firm enough foundation to maintain that core identity as you jump from one field to the next. Today we will discuss the ups and downs of Frontier’s ongoing journey, and how finding one’s core purpose will help you expand to other fields with confidence and integrity.

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Page 5: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
Page 6: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
Page 7: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
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FOGO ISLAND

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Page 10: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
Page 11: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
Page 12: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
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WE LIVE IN AN AGE OF SILOS

Page 15: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

IT USED TO BE SO EASY The “figurative system of human knowledge“, sometimes known as the tree of Diderot and d’Alembert, was a tree developed to represent the structure of knowledge itself, produced for the Encyclopédie by Jean le Rond d’Alembert and Denis Diderot.

http://pacojariego.me/

Page 16: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

IT HAS GOTTEN HARD Over the course of 2007 and 2008, a group of researchers from Los Alamos National Laboratory collected nearly 1 billion user interactions recorded by the scholarly web portals of some of the most significant publishers, aggregators and institutional consortia.

http://pacojariego.me/

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FLAT VS.ROUND

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BRUCE

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WINSTON SMITH

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WE LIVE IN A WORLD THAT WANTS TO FLATTEN US

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I WANT TO STAY ROUND

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Page 25: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
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Page 27: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary
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WHAT DO YOU STAND FOR?

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STUDIO Client Projects

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WHAT’S YOUR POV?

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MAGAZINE Research & Outreach

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WHAT’S THE BEST POV?

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VENTURES Business Ventures

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WHAT’S OUR POV?

Page 41: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

MAGAZINE Research & Outreach

STUDIO Client Projects

VENTURES Business Ventures

Page 42: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

HOW DO WE FIND OUR PURPOSE?

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VISION MISSION VALUES

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PRINCIPLES

1. Align Boldly A great organization is nothing more than a powerful purpose. Not every organization has a noble purpose, but they should. And noble doesn’t have to mean lofty or elitist. It can be simple. But it should be inspirational and motivating.

Page 47: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

1. Align Boldly A great organization is nothing more than a powerful purpose. Not every organization has a noble purpose, but they should. And noble doesn’t have to mean lofty or elitist. It can be simple. But it should be inspirational and motivating.

Page 48: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

1. Align Boldly A great organization is nothing more than a powerful purpose. Not every organization has a noble purpose, but they should. And noble doesn’t have to mean lofty or elitist. It can be simple. But it should be inspirational and motivating.

Page 49: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

2. Boil it Down The fundamental driving idea has to be so simple that it’s easy to remember, but so powerful that it stands out in the incredibly noisy information landscape that we live in. That’s the ultimate purpose of a logo: a symbol and distillation of the core ideas.

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PRINCIPLES

7 +/- 22. Boil it Down The fundamental driving idea has to be so simple that it’s easy to remember, but so powerful that it stands out in the incredibly noisy information landscape that we live in. That’s the ultimate purpose of a logo: a symbol and distillation of the core ideas.

Page 51: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

2. Boil it Down The fundamental driving idea has to be so simple that it’s easy to remember, but so powerful that it stands out in the incredibly noisy information landscape that we live in. That’s the ultimate purpose of a logo: a symbol and distillation of the core ideas.

Page 52: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

3. Stand Apart We are trained as human beings to assimilate our environments so that we only focus on difference. This goes back to our beginnings living in the wild where our ability to detect change was a matter of life or death. Great brands stand apart from the crowd.

Page 53: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

3. Stand Apart We are trained as human beings to assimilate our environments so that we only focus on difference. This goes back to our beginnings living in the wild where our ability to detect change was a matter of life or death. Great brands stand apart from the crowd.

Page 54: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

PRINCIPLES

3. Stand Apart We are trained as human beings to assimilate our environments so that we only focus on difference. This goes back to our beginnings living in the wild where our ability to detect change was a matter of life or death. Great brands stand apart from the crowd.

Page 55: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

4. Let it Breathe Christopher Alexander, influential architect and design theorist, talks about cities in terms of trees and semi-lattices. He argued against trees, but cities are, and need to be, both. Great brands take advantage of the simplicity of tree structures to help people make sense of information, but connect them to the richness and messiness and texture of real life. The same is true for brands. They must ‘ladder up’ to an simple idea but have deep and knotty intertwined roots.

PRINCIPLES

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PRINCIPLES

5. Again: Purpose Yes, this is repeated because it bears repeating. It’s a fact that human beings need meaning and purpose to stay motivated. The best branding finds that fundamental purpose worth pursuing. Again, it can be a humble purpose but the more that a purpose aligns with basic principles of being a good person and responsible citizen, the more successful the organization will be.

Page 57: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

Interviews Customer Profile

Competitive Scan

Scenarios Workshop

Vision Framework

Brand Development

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CORE IDEOLOGY ENVISIONED FUTURE

CORE PURPOSE 25-YEAR BHAG

CORE VALUES VIVID DESCRIPTION

VISION FRAMEWORK

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

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Jim Collins & Jerry Porras

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CORE IDEOLOGY

ENVISIONED FUTURE

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CORE IDEOLOGY ENVISIONED FUTURE

CORE PURPOSE 25-YEAR BHAG

CORE VALUES VIVID DESCRIPTION

POSITIONING STATEMENT

VISION FRAMEWORK

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

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Here are some examples of the core purposes of other

organizations.

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“To make people happy.”

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“To be a role model and tool for social change.”

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“To experience the emotion of competition, winning, and crushing

competitors.”

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CORE IDEOLOGY ENVISIONED FUTURE

CORE PURPOSE 25-YEAR BHAG

CORE VALUES VIVID DESCRIPTION

VISION FRAMEWORK

POSITIONING STATEMENT

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

Page 72: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

Core values help expand on the core purpose and

provide tangible direction for decision making within

the organization.

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Elevation of the Japanese culture and national status. —

Being a pioneer — not following others; doing the impossible. —

Encouraging individual ability and creativity.

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CORE IDEOLOGY ENVISIONED FUTURE

CORE PURPOSE 25-YEAR BHAG

CORE VALUES VIVID DESCRIPTION

POSITIONING STATEMENT

VISION FRAMEWORK

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

Page 76: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

The BHAG is the tool for longer term planning. It sets out an ambitious long term

goal.

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BHAG“BHAG stands for Big Hairy Audacious Goal, an idea

conceptualized in the book, ‘Built to Last: Successful Habits of Visionary Companies’ by James Collins and Jerry Porras.

According to Collins and Porras, a BHAG is a long-term goal that changes the very nature of a business' existence.”

https://www.sitepoint.com/how-to-create-a-big-hairy-audacious-goal/

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Become the company most known for changing the worldwide image

of Japanese products as being of poor quality.

(Sony, 1950)

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Crush Adidas. (Nike, 1960s)

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CORE IDEOLOGY ENVISIONED FUTURE

CORE PURPOSE 25-YEAR BHAG

CORE VALUES VIVID DESCRIPTION

POSITIONING STATEMENT

VISION FRAMEWORK

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V I S ION F R A M EWOR K —

C OR E PU R P OS E C OR E VA LU E S

B H AG V I V I D DE S C R I P T ION

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The vivid description adds more detail to the future

vision so that it feels more tangible and more ‘real’.

Doing this makes it feel more achievable but also sets out

more specific objectives.

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Encouraging individual ability and creativity… We will create products that become pervasive around the world… We will be the first Japanese company to go into the American market and distribute directly… We will succeed with innovations like the

transistor radio that American companies have failed at... Fifty years from now, our brand name will be as well known as any on Earth... and will signify innovation and quality that rivals the most innovative companies anywhere… “Made in Japan”

will mean something fine, not shoddy.

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WHAT’S OUR PURPOSE?

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We are not only a design office. We are champions of the power of

design to make the world a more thoughtful, inventive, and exciting

place for everyone.

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We fundamentally believe that design is exploration and

adventure because we are always faced with a blank page and our job is to make something out of nothing. That can be terrifying.

And it can be exhilarating.

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Our goal is to help the world become more creative, less fearful,

more inventive, less stagnant, more optimistic, less conservative,

and more open minded to the possibilities that exist all around

them.

Page 88: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

To explore and clarify new territory and

inspire and empower others to do the same.

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New purposeful ways of thinking and doing. -

Fresh perspective that comes from diverse perspectives. -

Clarity that comes from asking tough questions. -

Narrative as a tool for empowering people. -

Fearless honesty and openness.

Page 90: HOW TO JUMP FENCES TO NEW FIELDS - Magnet · BHAG “BHAG stands for Big Hairy Audacious Goal, an idea conceptualized in the book, ‘Built to Last: Successful Habits of Visionary

STUDIO Client Projects

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STUDIO Client Projects

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New purposeful ways of thinking and doing. -

Fresh perspective that comes from diverse perspectives. -

Clarity that comes from asking tough questions. -

Narrative as a tool for empowering people. -

Fearless honesty and openness.

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MAGAZINE Research & Outreach

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MAGAZINE Research & Outreach

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New purposeful ways of thinking and doing. -

Fresh perspective that comes from diverse perspectives. -

Clarity that comes from asking tough questions. -

Narrative as a tool for empowering people. -

Fearless honesty and openness.

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VENTURES Business Ventures

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VENTURES Business Ventures

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The Frontier Tuque is both a question and a statement.

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T H E Q U E S T I O N

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What happens when design is applied to an existing object in

order to improve it in every possible way?

T H E Q U E S T I O N

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T H E S TAT E M E N T

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We have created a winter hat that we believe is the world’s best. It not only performs better than others, it

is socially responsible, taking absolute care that making it doesn’t

cause harm along the way (no matter the cost).

T H E S TAT E M E N T

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New purposeful ways of thinking and doing. -

Fresh perspective that comes from diverse perspectives. -

Clarity that comes from asking tough questions. -

Narrative as a tool for empowering people. -

Fearless honesty and openness.

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MAGAZINE Research & Outreach

STUDIO Client Projects

VENTURES Business Ventures

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MAGAZINE Research & Outreach

STUDIO Client Projects

VENTURES Business Ventures

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WHAT’S YOUR PURPOSE?

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THANKS