Small Steps in Culture, Giant Leaps in Brand
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Dane Howard, Global Brand Experience. eBay inc. Small steps in Culture GIANT leaps in Brand
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Transcript of Small Steps in Culture, Giant Leaps in Brand
Dane Howard, Global Brand Experience. eBay inc.
Small steps in Culture GIANT leaps in Brand
One small step… One GIANT Leap for…
“Culture eats strategy for breakfast.”- Peter F. Drucker
#28 - Interbrand, 2013
online offline‘New retail’ emerging Consumer behavior changing
eBay on mobile
how>we>talk
no,but…
yes,and…
How might we…(HMW)
80% read the headline, 20% read the copy.
a headline of the future...If your innovation was wildly successful, what would they say about it?
Project, website, campaign, etc
who wrote itwhen was it writtenwhy does it matter
a headline of the future...
Cyber Monday Sales Increase Cyber Monday sales at eBay were 19.4% higher in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012.
a headline of the future...
– Coremetrics
Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN
– CNBC – Competitor – Foreign Government – Rolling Stone
Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN
– CNBC – Competitor – Foreign Government – Rolling Stone
Pop-up experience
Video1:http://youtu.be/5fMMm5PNeDw
Video 2:http://youtu.be/eOUy98Y_AkY
“eBay To Make True Window Shopping A Reality With New NYC Virtual Retail Store.”
“Shop Windows are now Shop-able”
– TechCrunch
– Fictional from workshop
how>we>work
Reactive>ProactiveDisruptive momentumDesign Thinking & Making
Momentum>making
1.5x
story>listening>storytelling
vimeo.com/24632535
http://significantobjects.com/
rehearse>future
• 4 days• 20-40 people• 4-6 prototypes• 3 usability sessions• ‘Lots’ of coffee
Repeat if necessary…
VIZkitchenCirca 2009
• Proactive group• Diverse skills• Manage ambiguity• Great environment• Facilitation
‘tasty bits’…
2014
Extend the ‘Viz Kitchen’ workshop format into a formal practice for ebay?
How Might We…
PrototypingVision-typingInnovation labDesign strategy
Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.
-wikipedia
Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.
-wikipedia
Why? Insight into the future differentiates.
Feeling
Empathy
Believing
Connect video:
http://youtu.be/KsMbnALh9z0
1. Language shapes behavior.2. Massive appetite for design thinking/making
3. Video is powerful/economic tool for storylistening/storytelling4. More resources rarely improve speed or traction.
5. Cultural change amplified by tops down AND bottoms up.
Lessons learned (thus far)
Thank you
