As we head into the heart of holiday season, shoppers everywhere are about to be inundated with an enormous variety of advertisements. Every year there are a few marketing campaigns that stand out as memorable and maybe even delightful. Examining the anatomy of these campaigns we’re drawn to: often the goods or services being pitched are well designed or at least intriguing. The images and writing are on point to attract the viewer’s desire to buy. Every aspect of presentation comes together harmoniously. But how did the designers, writers, and marketers know it would work? The answer is data-driven validation, sometimes called “marketing engineering.”
Happy Halloween Trig fans! We hope all of you and your families have a safe and spooky week ahead. In this issue Trig has predicted the state of medical innovation for the upcoming new year, and composed some insights into the very valuable question of “why.” (Which we guarantee you are not asking enough.) Also, If you have any innovative pumpkin carving designs, we would love to see pictures so send those our way!
This issue is a special edition where we lay it all out for you: the specific services we offer, typical timelines, and what it looks like to engage with us on a project. All the fun stuff is in here too, don't worry. This month Trig also takes a fresh look at contemporary art/design aesthetic in Tokyo, and then we follow it up with a book review.
Not sure if you're like me, but when things are "too quiet" that's code for "up to something." If that's your suspicion, then you're right. Trig quietly rolled the car out of the garage, started it at the bottom of the hill, and took it to the shop for some upgrades, a nice tuneup, and a supercharger. That's right, we've been quietly perfecting our service lines of insights & ideation, product design, and brand asset management. We've had promotions and personnel additions. We've acquired trig dot com (what's that now?) Oh, and of course we've been reading, among other things, "Quiet: The Power of Introverts..." by Susan Cain.
This might sound like the start of a joke, but what happens when a virtual company meets in person? We found out recently by getting together for our annual meeting. As it turns out, we can be quite productive in person—refining our vision for the next 10 and 100 years, as well as tackling the key challenges we face today as a growing organization. As a result of our efforts to step back and think about where we want to go, you’ll be seeing a lot of changes at Trig in the coming months.
Our own Kelly Harrigan has really taken the Four Tendencies personality type methodology to heart. I was initially skeptical of a new personality type after having been let down by Myers-Briggs, but having read the book and seeing it listed as one of Forbes' most influential business books of 2017, I had to take it seriously.
I had one of those santa-isnt-real moments this week. There is a personality typing test called Myers-Briggs Type Indicator (MBTI) that is used by 89% of the Fortune 100 companies. I've taken it a few times, specifically as part of Organizational Behavior classes taught in business school. While it is widely adopted by the business community, very few psychologists or evidence-based practitioners take the test seriously.
I recently got obsessed with a game that could have come from an MBA Operations class simulator. The premise is simple enough - manage cash flow, manufacturing, and supply chain to provide enough paper clips to meet demand. Along the way, you start using artificial intelligence to automate some tasks. The problem becomes, the more tasks you delegate to the AI to make manufacturing easier, the faster you bring about the downfall of humanity.
I think there is a broader lesson for our Trig community - we are all building amazing things that have potential to change the world. Once we think we have found success, it is easy to forget the disciplines of humility and open communication that got us to where we are today. If we allow ego to get in the way, we rob our future potential to build something greater than ourselves.
Last year ASUS introduced a 3D printing project in which they provide CAD files through community forums for printable components that can be installed on ASUS products. In our latest thought piece, we dive into the idea that ASUS and other hardware companies could use this open-source methodology, along with 3D printing, to fundamentally accelerate the advances of our hardware world and bring the design process to the consumer.