Trends In Mobile Marketing For The Next Decade
It is easy to get caught up in thinking about trends in mobile marketing
over the next year or two. With shifting technology and user patterns,
making accurate ...
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Thursday 9 February 2012
12 Inspirational and Exclusive Interviews on Yanko Design – Scott Wilson
12 Inspirational and Exclusive Interviews on Yanko Design – Scott Wilson:
There is more to Scott Wilson than being the Kickstarter man. His boyish charm belies his wisdom and learning experiences. Listening to him tell me his story, makes me wonder…just how did he do it! Maybe it’s the Nike influence! A former Global Creative Director at Nike, Wilson has lead design organizations such as IDEO, Thomson Consumer Electronics, Fortune Brands, and Motorola and created some of the most recognized consumer design
icons.
Without further ado, let’s ‘kickstart’ February with Scott Wilson…
If you are looking for the TikTok+LunaTik story, then I am afraid I am going to disappoint you. Scott and I agree, that we have to move past the tale and in any case he will be out with his book on it soon, so read it there.
We rewound into Scott’s life; I discovered that he has worked in 3 corporations, 4 consultancies and 5 start-ups amassing a ‘bunch of diverse experiences.’ However the underlying fact is that watches and Scott have a long history together. Way back in 2001 when he was working with Nike, he got onto working with the Nike Presto brand. The shoes were successful but the company wanted to diversify into complimenting products like watches, bags and other categories, kind of extending the philosophy of a superlight shoe vibe.
He came up with this radically brilliant C Bracelet design that was smooth, sophisticated with a funky edge; very different from the trends in sporty watches at that time. Needless to say, the top bosses didn’t quite like the proposal and that’s when his boss Ed Boyd coached him to, “Do what you think is right and apologize later.” Scott went under the radar with Seiko, who was Nike’s watch supplier and partner at that time, and they saw the opportunity in the design. Their forecast was 30-40,000 units for the first year, but eventually Nike Presto Watches did a staggering 1.5M units out of the gate in its first year. To quote Nike Sales Directors Tim Mitchell & Doug Richardson, “The Presto watch saved our business and renewed faith with our customers.”
The valuable lesson that Ed taught here was that if you have done your homework and are not reckless, you should trust your instincts and break or bend the rules. Do what you think is right and apologize later. And if you are successful and are successful nobody is going to ask you to apologize in any case.
The Second Watch Story! Yes the Dots Connect
Ok, I am breaking my promise here; we have to touch upon the Kickstarter project, but for a good reason. Listen to what Scott says, “Everyone is so enamored with TikTok+LunaTik’s story that they seldom realize that it was one of the most difficult times for me in my professional career. I had just come out of spending over a year and a half of endless days and nights co-founding a startup (which is now an estimated $10-20 million business), but at that time I was extracted out of it. All that I had built up around the start-up was gone, leaving my studio MINIMAL in a very precarious position and I was depressed. The business was Uncommon – on demand mass customization for mobile devices. It was one of my biggest heartbreaks in my career after a failed partnership.”
Get this, Scott’s last day at Uncommon was November 2, 2010 and TikTok+LunaTik was launched on November 16, 2010. The timeline is uncanny, but what we get here is the reason why things fail. More like the saying, ‘when one door closes, another opens.’ As Scott puts it, “If Uncommon had not failed for me, I would not have had the time to do TikTok+LunaTik or get around to Kickstarter.” The rest is history.
Presentation is Important
When I spoke with Robert Brunner last month, he stressed upon the importance on being a good presenter and to hone skills of communication. I asked Scott to elaborate, since he had to speak to investors, manufacturers, a crowdsourcing platform and convince thousands of people to believe in his project and back it with real dollars.
Scott recounts his days at Nike where his small Nike Explore team would gather every month and literally spin stories to present insights, updates on technologies and business partnerships to the president and now CEO, Mark Parker; they were taught how not to get sucked into the details and focus on the consumer. The essence according to him is to tell a basic simple story with your product, but tweak it according to the audience you are presenting it to.
US has the tendency to put all designers into one bucket and say you’re just going to do one thing, for example Bluetooth headsets, and that’s just it.
It’s important to have diversity and curiosity beyond what society tries to make you conform to. I always had side businesses outside of my corporate jobs. So after the 50-60 hours I was spending all my time on a new venture or hobby. Learning. Staying flexible and honing my skills.
Who better to ask than Scott about working in big corporations versus consultancy and being an entrepreneur? According to him it is very important to get exposure on both sides of the fence. Given the new age where designers have easy access to funding, they seldom realize the importance of knowing the manufacturing process. Experience within corporations can give designers insights into the execution process. “Ideas are worthless if you don’t know how to execute.” Lack of experience in all departments renders the most confident designers useless and even to date Scott gets countless emails asking him for backend advice. A well-rounded experience weeds out this unnecessary anxiety. The alternate of course is to learn it hands-on with a lot of painful learning experiences on the way.
Be careful not to fall in love with your ideas too much they can blind you from the realities. Be sure to see the big picture.
Looking Beyond The Rose-tinted Glasses
Scott defends crowdfunding platforms, saying corporate giants spend tons of money on focus groups and sometimes end up not even launching the product. Or worse, launch something that no one wants which wastes even more money and resources. Crowdfunding ensures you are bringing out a product that people want and need. Nothing can be more validating than strangers putting down money for something that doesn’t exist.
Believe it or not crowdfunding platforms and viral exposure does have its downside!
The three most important lessons Scott learnt was this:
- Before going on any public platform make sure you have patented your intellectual property, otherwise you will have clones within no time and lost the market for your innovation. At least explore provisional patents, which are much cheaper and give you a year cushion before the bigger investment. The transparency of an online platform makes your manufacturing process available to all and this can be a serious threat to your product. Do all your homework before launching the project. Figure everything out first, and not along the way. If you don’t know the answer that is ok, just seek out someone who does.
- Amassing big dollars translates to unwanted attention and forceful handout. Scott was confronted with frivolous claims and lawsuits that were simply people looking for free money. This is a problem with the US! It is a waste of everyone’s time and money when you should be focused on execution. Only the lawyers win in these cases. So be careful about this.
- Backers can be a tough customer! Some backers come with the notion that they are purchasing straight out of Amazon and expect immediate delivery of products. Even though the percentage is low, trolls can be counterproductive to your project. Luckily the community has better sense and weeds out the trolls naturally, however be careful about your updates and articulate your processes as simply as you can.
Like most businesses, Kickstarter too has its hiccups, but that has not deterred Scott to go back to the platform and launch his second vision: The LunaTik Touch Pen, a dual mode pen that goes from paper to tablet seamlessly. Pledges for this project end on 10th February, so if you think you like this cool innovation, head over here and make your pledge.
Footnote: If you have an inspirational life story or learning message to share, write to me at publication@yankodesign with “12 Stories” in the subject line. Inspiring stories will be featured here on YD.
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(12 Inspirational and Exclusive Interviews on Yanko Design – Scott Wilson was originally posted on Yanko Design)
Source : Google Reader
New Sony 500mm f/4 Alpha mount lens launched
New Sony 500mm f/4 Alpha mount lens launched: 
Sony is releasing a built-to-order 500mm lens in April.
Weighing in at approximately 3460g, the SAL500F40G telephoto is a dust- and moisture-resistant professional-grade lens for Sony A-mount SLT and DSLR cameras.
Aimed at wildlife and sports pros, the lens delivers a 35mm equivalent of 750mm.
It's the longest fixed focal length G Lens from Sony so far, and it's no surprise to find a super-telephoto of this calibre being released in the year of the Olympics and UEFA Euro finals.
In-keeping with similar optics from the likes of Canon and Nikon, the new 500mm lens offers a maximum aperture of f/4. The lens has been constructed with 11 elements in 10 groups, including three ED (Extra-low Dispersion) glass elements. A new Nano AR Coating process has been used to reduce internal reflections.
These combined features are said to reduce ghosting and lens flare 'dramatically', the latter cut down further by the use of the carbon fibre lens hood which is lined with black velvet fibres.
Autofocus performance
Four focus hold buttons are spaced around the lens barrel to improve handling, while a two-way DMF (Direct Manual Focus) mode button and a focus range switch should speed up operation further.
The high-torque SSM (Super Sonic wave Motor) features a new drive circuit to improve the responsiveness of the autofocus and is said to offer 'significantly' faster subject tracking than conventional Sony lenses.
Like all other A-mount lenses, the SAL500F40G is compatible with the SteadyShot INSIDE image stabilisation system that's featured in every Sony Alpha Translucent Mirror and DSLR. This provides up to 4.5 stops of compensation, according to Sony tests.
Seals around the focusing ring and front/rear joints to protect against dust and moisture complete the picture.
The Sony 500mm f/4 is only available as a built to order option, with UK price to be confirmed. Sony Japan is listing the price of the lens as1,312,500 Yen, which is a whopping £10, 783... better get saving now.
Source : Google Reader
Land Rover Range_e hybrid
Land Rover Range_e hybrid:
If yesterdays’ Peugeot 3008 HYbrid4 was a less than successful attempt at a diesel hybrid then maybe this experimental Range Rover is a more realistic interpretation of similar technology.
Based on a current generation Range Rover Sport it is powered by a 242 bhp three-litre V-6 diesel mated to ZF’s eight-speed automatic and a 69 kW electric motor with the batteries – Land Rover has yet to determine what type they will be for production is yet to be finalized.
Using a parallel hybrid system, with a 14.2k W/h lithium-ion battery that can be recharged from an external 240V power source, Range_e can be driven on electric power alone for more than 20 miles.
Overall CO2 emissions are just 89 g/km, yet Range_e has a maximum system output of 334 bhp and a top speed of around 120 mph, delivering a fuel economy of 70 U.S. mpg.
Range_e is also engineered with the same full 4WD capability as the standard Range Rover Sport, with high and low range in the transmission, front and rear differentials and a mechanical locking center differential. Dependant on the driver demand, the car’s intelligent system decides the most efficient method to deliver the power required, whether this is by electric, diesel or both. The Range_e also features regenerative braking to capture energy usually wasted in heat energy via the brakes.
Driving one the day after the Peugeot it was immediately apparent this was a more highly developed and sophisticated hybrid: it was easy to maintain electric mode at low speeds but there was also a seamless switch to diesel under acceleration.
However, as one of the Range_e engineers pointed out to me the case for a diesel hybrid in an SUV such as this is easier to make on a number of counts: the higher purchase price means the additional cost of the battery and electric motors is a smaller percentage than it is in the 3008’s lower sticker price. Secondly, being a bigger vehicle it also means that the additional weight of the batteries is less obvious. It also has to be remembered that the next generation Range Rover will have an aluminium intensive structure which will help to offset the extra pounds the batteries add to the overall weight.
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The People’s Car Show – 2012 Chicago Auto Show
The People’s Car Show – 2012 Chicago Auto Show:
Traditionally the Chicago Auto Show is known as the people’s show. Its target audience is generally consumers who come to the McCormick’s Place convention hall to kick the tires and check out the new wares that they might be buying within a few months. None of the big productions for a typical media event at Detroit’s North American International Auto Show are here. And, in many ways, we like it better.
Because the atmosphere is more about the cars than the hoopla around them, we get to see more of the cars all together in one place without having to fight the crowd. In the convention hall are concept cars like the Lexus LF-LC that you can actually get close to without having to trip over other photographers or video production crews in the way. Fun things to do (like a drive of a Ram truck through an obstacle course) are the best way to convey a vehicle’s capabilities to the media or the public.
For car enthusiasts, it is great to see a number of important announcements about sportier cars that we can actually afford. The limited 450 examples of Mazda’s MX-5 Miata Special Edition get an all-black retractable hardtop and gun-metal wheels treatment to complement the car’s Bilstein shocks and limited-slip differential suspension package. The Nissan Project 370Z is a crowd-sourced car where the fans can pick and vote on various performance parts to add on. And don’t forget the Ford Shelby GT500 convertible and Chevrolet Corvette 427 Convertible flexing their muscle on the show floor. Fiat introduces the 500 Stinger to pump up the car’s appearance and handling with special exterior graphics, better Brembo brakes and a more free-flow exhaust system. Concept cars like the Kia Track’ster and the Dodge Dart GTS sure add a bit more flair to their standard model siblings.
Who says the people’s auto show has to be boring?
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Full Coverage: 2012 Chicago Auto Show >> Photos: 2012 Chicago Auto Show >> | ||
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- Watch the Show Take Shape — 2012 Chicago Auto Show Preview
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Chrysler Test Tracks – 2012 Chicago Auto Show
Chrysler Test Tracks – 2012 Chicago Auto Show:
If you live near Chicago and you’ve dreamed of taking a ride in a Jeep over the famous Rubicon Trail in California you can almost get to experience the sensation at the Jeep test track inside the McCormack Place Convention Center during the 2012 Chicago Auto Show, which opens to the public on Friday.
The course includes some pretty rough tracks over rocks and lumber as well as steep ascents and descents. It’s quite a shake up for those who’ve never been off-roading.
If your interest is more down to earth you can experience Ram trucks on a pseudo construction site. Then there’s a test track for trying out a Fiat 500 Abarth or an SRT8.
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Full Coverage: 2012 Chicago Auto Show >> Photos: 2012 Chicago Auto Show >> | ||
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Kia Track’ster Concept: Will They Build It? – 2012 Chicago Auto Show
Kia Track’ster Concept: Will They Build It? – 2012 Chicago Auto Show:
With stage lights flashing and heavy metal blaring in the background, the Kia Track’ster rolled onstage at the 2012 Chicago Auto Show with plenty of rock star attitude. That’s no easy feat, considering the chunky little 2-door is based on the cute and cuddly Soul wagon. We’d forgotten the original 5-door Soul was supposed to resemble a wild boar wearing a backpack. According to Kia, the Track’ster is meant to look like a bulldog.
The design comparison is strange, but the Track’ster remains one cool and potent little machine. A larger and lower front intake helps feed the 250-bhp turbocharged 4-cylinder engine. Carbon fiber valances are a slick way to keep weight low, and 6-piston front calipers are serious hardware for a vehicle endorsed by dancing hamsters.
Storage zones in the rear replace the backseat and are meant to help gear to and from the racetrack.
Kia hasn’t said it will build the Track’ster, but you can tell they want to.
Photos: Kia Track’ster Concept >>
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| Full Coverage: 2012 Chicago Auto Show >> Photos: 2012 Chicago Auto Show >> | ||
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- Kia Releases Second Track’ster Teaser – 2012 Chicago Auto Show
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Elantra Spawns Two New Models – 2012 Chicago Auto Show
Elantra Spawns Two New Models – 2012 Chicago Auto Show:
Hyundai unveiled two new variants of the Elantra today at the Chicago Auto Show. The Elantra Coupe will be the company’s first 2013 model when it goes on sale this spring. Equipped with a 148-bhp 4-cylinder engine, the base Coupe comes with 17-inch alloy wheels and a sports suspension. The optional SE trim level will have even more performance-oriented settings.
Alongside the Coupe was the new Elantra GT, a 5-door hatchback that emphasizes cargo room and European-style looks. Fold flat rear seats and under floor storage will come in handy. But to prove the GT isn’t all about toting groceries, Hyundai explained this is the first Elantra to receive three-way adjustable steering with modes for Comfort, Normal, and Sport settings.
The Elantra Coupe goes on sale this spring, with the GT to following later in the summer. Hyundai says it will announce pricing closer to the launch dates.
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Full Coverage: 2012 Chicago Auto Show >> Photos: 2012 Chicago Auto Show >> | ||
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Related posts:
- Watch the Show Take Shape — 2012 Chicago Auto Show Preview
- 2012 Mazda MX-5 Miata Special Edition – 2012 Chicago Auto Show
- The People’s Car Show – 2012 Chicago Auto Show
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Still Under Study: Chevrolet Code 130R/Tru 140S Concepts – 2012 Chicago Auto Show
Still Under Study: Chevrolet Code 130R/Tru 140S Concepts – 2012 Chicago Auto Show:
Chevrolet brought its Code 130R and Tru 140S concepts to the 2012 Chicago Auto Show to further gauge the public’s reaction to the two entry level sporty cars from the Bow Tie division.
If the fewer number of red pins in the bin is any indication, the rear-drive Code 130R is leading the contest over the front-drive Tru 140. John McFarland, senior manager of Chevy’s global marketing, says both concepts have an equal chance of seeing production, but that more research is in order before the trigger is pulled on one or both. “We view this pulling back of the curtain with these concepts as the beginning of the conversation.”
&amp;amp;amp;amp;amp;amp;amp;amp;lt;a href=”http://polldaddy.com/poll/5924756/” mce_href=”http://polldaddy.com/poll/5924756/”&amp;amp;amp;amp;amp;amp;amp;amp;gt;Poll Question: Which concept do you like better?&amp;amp;amp;amp;amp;amp;amp;amp;lt;/a&amp;amp;amp;amp;amp;amp;amp;amp;gt;
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Full Coverage: 2012 Chicago Auto Show >> Photos: 2012 Chicago Auto Show >> | ||
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