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Why Most Designs Fail. or “Why I learned to stop worried and love Shostakovich’s 5 th ”. Companies don’t want you to succeed. Because the company’s business model works so well their customers are locked in Take a great channel (voice) and use bad automation to “serve” their customers

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Why most designs fail l.jpg

Why Most Designs Fail

or

“Why I learned to stop worried and love Shostakovich’s 5th”


Companies don t want you to succeed l.jpg
Companies don’t want you to succeed

  • Because the company’s business model works so well their customers are locked in

  • Take a great channel (voice) and use bad automation to “serve” their customers

  • Inherent differences between marketing (who runs the business) and IT (who runs the business) cause fractures

  • You can’t see a speech app – so everyone in the project can’t discuss it


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The Importance of Vision

  • Post cards (wish you were here!)

  • Chinese food signage

  • Concept cars

  • Movie trailers


What vision gives you l.jpg
What Vision Gives You

  • The ideal end state, simply expressed

  • Alignment between all the business/IT owners

  • A target to work toward

  • Something tangible


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Designing with Vision

  • Vision clips provide a framework call-flow logic

  • Tone of text

  • Voice talent direction – and the power of a directed voice

  • Ease of editing



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Who cares?

Be certain!!

Good!!

Of course…

For what else?!

Who else?…

Too “techie”

Bad

[

]

If needed, put earlier!

Reverse. Ask question THEN give hints!

Provide example…



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Adherence to Vision

  • Speed

    • Design

    • Sign off

    • Implementation (even the techies care about the UI)

  • Engagement

    • As delivered = as sold

    • United front = fun working environment


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