by davidlecours | Aug 5, 2013 | Creativity
I’ve always hated group brainstorming sessions. What seems like a good idea; harnessing the collective brainpower of a group while team building, is usually a colossal waste of time. Working individually to generate ideas is more efficient for me. Turns out, science supports my preference. I feel so validated. This post will examine why group brainstorming fails, and then offer proven techniques for boosting creativity in groups.
Yes, there is actually a scientific way to measure creativity in groups. Leigh Thompson, who directs the Kellogg Team and Group Research Center at Northwestern University has done extensive research on this topic. She uses Guilford’s 3 Factor to measure fluency (quantity of ideas), flexibility (idea shifts), and originality (rarity of ideas).
Ms. Thompson discovered that individuals who brainstorm alone generate 21% more ideas than groups. Those ideas are 42% more original than those that originated from groups.
Why Group Brainstorming Fails
I recently heard a great analogy on the Accidental Creative Podcast. Group brainstorming is like that playground game where an entire class holds a parachute with a red rubber ball in the middle. Any time someone makes a bold movement, the rest of the group compensates to keep the ball in the middle. There seems to be a gravitational pull of the ball back to the center. The ball in the center is equal to safe, expected, unoriginal solutions. But with brainstorming, the edges are where real breakthroughs take place. In group brainstorming, participants avoid looking silly in front of the group. Or, individuals in the group slack off because someone starts to dominate the group. Or, the group focuses on quality, rather than quantity, stunting the flow of ideas. All are creativity killers.
But don’t disband your brainstorming group. All groups can boost their creative output if they work individually first, then come together as a group. I’ll explain this better approach next, and then offer creative catalysts for better group brainstorming.
New and Improved Group Brainstorming
The first step is to define the creative problem. For example, “generate ideas for a holiday promotion.” Then give the problem to individuals with a clear performance expectation. Something like, “bring 50 ideas to the group meeting tomorrow.” Encourage individuals to bring their 50 ideas (1 idea written on a 3 x 5 card) to the group meeting tomorrow. This step could also happen at the beginning of a meeting with everyone in the same room. But the key is that participants must work individually and write down ideas on the 3×5 cards, not delivery them verbally.
Then, the facilitator collects and posts all the cards on the wall. Individuals are discouraged from guessing or confessing ownership of ideas. Each individual is given 5 post-it notes, and votes for the best ideas by silently placing a post-it directly on the 3×5 card. After voting, the facilitator leads an open group discussion about the ideas that received the most votes. The facilitator then chooses the top five ideas. The facilitator divides the overall group into five smaller groups (2″“4 people) and gives each small group one of the top five ideas. The small groups then work together to make that idea better.
6 Creative Catalysts For Group Brainstorming
1. Work in Small Groups
Thompson’s research shows the smaller the group, the higher the creative output. Nobody can hide in a small group. Members take individual responsibility for generating ideas. Plus, members of smaller groups feel like their individual contribution has higher value.
2. Go For Quantity, Not Quality
In beginning brainstorming phases, generate as many ideas as possible. The more ideas, the more likely you’ll have a great idea. To keep ideas flowing, and avoid judgement, which kills a safe environment. The editing or critique phase must happen later.
3. Set a Timer
A little pressure helps the brain rise to the occasion. Set a timer for 10 minute brainstorming sessions. Thompson’s research shows that 70% of ideas come in the first ten minutes. After a break, examine the problem in a new way with subsequent sessions until you reach your idea quota.
4. Mix It Up
By mixing things up, we access new creative possibilities. This may mean changing locations, catalysts, or people. Thompson’s research shows that by adding a new member to the group, legacy members become more creative: 22% increase in quantity, 31% increase in originality. Teams made up of diverse individuals generate new perspectives. Agitation, as long as participants feel safe to fail, creates friction to heat up creative output.
5. Try Speedstorming
Think of this as speed dating meets brainstorming. You work with another individual on a creative problem for 3″“5 minutes, then once the timer sounds, that person gets up and moves to the right. You get a new creative “date” and begin anew.
6. Hire a Professional Facilitator
Invest in a trained facilitator to keep your group on track and to harness the brain power of all those in the group. The facilitator will take notes or record ideas to allow all members of the group to contribute ideas. Ideation needs to be democratic as great ideas can come from anyone. An objective outside facilitator is immune to bullying or office politics.
Conclusion
I thought that my aversion to group brainstorming was because I am an introvert preferring to work alone, rather than in a group. It’s validating to know that science supports ideating individually first. With a third of us identifying as introvert on the spectrum, it’s good to know that there is a way for us to contribute to groups. I’m biased, but I think introverts are more creative than extroverts. Unfortunately, in traditional group brainstorming, introverts often get silenced by the loudest extroverts in the group. This method described in this post, where everyone works individually first, encourages equal creative contribution. Then the team can come together and do what teams to best: discuss, edit, and then iterate the best ideas.
Further Reading
Leigh Thompson, author of Creative Conspiracy: The New Rules of Breakthrough Collaboration
The Accidental Creative
Guilford’s 3 Factor
What Has Worked For You?
Have you had success or failure with brainstorming? Why?
by davidlecours | Jul 3, 2013 | Web & Digital
Most A/E/C firms tout proficiency with the latest technology and excellence in user experience (a.k.a. client service) written on their websites. But if those websites are only designed for viewing on a desktop computer, then they are contradicting any claims of technology or user experience prowess. The medium must match the message.
Have you had the painful experience of navigating a website on your smart phone by pinching in and out to touch one button without accidentally hitting the adjacent button? It reminds me of the childhood board game Operation where you test your dexterity by tweezing out body parts without getting zapped. Responsive Design prevents your website users/visitors from getting “zapped.”
Your next A/E/C firm website must incorporate Responsive Design because it provides an optimal user experience on all screen sizes. In this post, I’ll share the following:
- What is Responsive Design?
- How Does Responsive Design Work?
- Why Do You Need a Responsive Design Site?
- Who is Using Responsive Design?
What is Responsive Design?
Responsive Design is a new design and coding approach to provide an optimal user experience based on the user’s screen size and orientation. The content of the site “responds” to fit a smart phone, tablet, laptop or desktop computer.
“Instead of building alternate versions of your website for mobile devices or platforms, responsive design is a method that allows you to build one site that adapts to the context in which it is viewed” explains Chris Butler, author of The Strategic Web Designer.
If you are into etymology, the term “responsive design” originated from a 2010 blog post from Ethan Marcotte.
How Does Responsive Design Work?
You don’t want to hear technical nerdspeak about code, so I’ll focus on what the user experiences when viewing a responsive design site. Responsive design is based on a fluid grid that adjusts the layout of the site based on the size of the visitor’s screen. Here are 3 screen sizes and what happens to the content.
Why Do You Need a Responsive Design Site?
1. Mobile
By summer 2013, there will 7.1 billion mobile subscriptions. This equals the number of humans on the planet. Since we look at our mobile phones, on average, 150x per day, there’s a good chance that your website will be viewed on a mobile phone. Responsive design helps to ensure the user experience on your website is favorable regardless of screen size. At best, the technology is transparent and the user simply finds what she needs. At worst, the user notices the responsive design and makes a mental note of your firm’s technical savvy.
If your website is not optimized for mobile, users may hate your website . A 2012 survey of mobile users by Sterling Research and SmithGeiger show that nearly half of all mobile users say they feel “frustrated and annoyed” when visiting poorly mobile optimized sites. And 36% say they feel like “they’ve wasted their time” when they visit those sites. Responsive design can fix this.
2. Content Marketing
If your firm engages a content marketing strategy, and it should, responsive design supports users engaging with your content regardless of their device. User’s often begin consuming content on one device, only to finish on another. I often browse my twitter stream in Hootsuite on my phone, and send longer blog post links via Evernote to read later on my iPad. I may get an email on my desktop computer about a firm I’d like to research, then send it to Evernote to read later on my iPhone while waiting at the airport. Your website, and it’s content need to live and work like you do (everywhere).
3. Single Site, Single Web Address
The old model was to create a separate website for each device: desktop, tablet and phone. This tripled the amount of design and coding required. It often resulted in dumb-downed versions of your site for phones. It also potentially created 3 different URLs: desktop.you.com, tablet.you.com, and phone.you.com. Which URL do you use, or do others use, when virally sharing your brilliant content? Responsive design let’s you update and share one URL: you.com.
Successful Examples of Responsive Design
Time magazine recently upgraded Time.com to a responsive site. Their pages viewed per visit, mobile, tablet and desktop usage, are all up considerably:
Mobile is up 23%
Home Page uniques are up 15% and time spent is up 7.5%
Mobile bounce rate decreased by 26%
time.com
davidlecours.com
lecoursdesign.com (this site)
psomas.com
moonmayoras.com
Conclusion
Is Responsive Design simply a website trend that will become obsolete 5 years from now? I doubt it. But the web is always evolving. I can guarantee you there will be something new down the road. If you want to back up your project delivery claims of using the latest technology, plan to update your website every 3″“5 years. If you are planning a a new website now, call David Lecours 760-632-7619. We’re very responsive.
by davidlecours | May 3, 2013 | Content Marketing
I recently received a call from a client that we hadn’t worked with in 10 years. The client said, “I received one of your advice emails and it was really good. I get a lot of these from vendors and I rarely read them. But I consistently read yours because they are thoughtful, helpful, and I like your voice. Our firm is going through some strategic changes and I’d like to discuss having you help us communicate our new voice.”
I loved getting this call because:
- It validated that the content I share is useful
- By being myself, my voice connected with a prospect
- By sharing advice on a consistent basis, it arrived when the prospect had a need for our services
The call led to a brand strategy assignment that led to two new brand identity projects, websites, and more. This reinforced my belief that Content Marketing is essential for AEC firms (and consultants like me who serve them).
What is Content Marketing?
The sharing of expertise in exchange for your audience’s attention. Also called Inbound Marketing because it pulls prospects toward you in an inbound direction. As opposed to outbound marketing channels like advertising or direct mail where your message is being pushed out towards prospects.
“Unlike traditional advertising which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.” ““Kiss Metrics
Content Marketing Takes Many Forms
Content Marketing isn’t new. People have been speaking at conferences and writing newsletters for the last century. What’s new is the distribution ease via the internet. I’ve listed the major forms of content marketing here (from moderate to very difficult):
- Shared Images (Pinterest, Instagram, Flickr, etc.)
- Social Media Posts
- Case Studies
- Blog Posts – shorter form ~500 words
- Newsletter – long form articles. 1k words +
- White Papers
- Writing For External Publications
- Webinars
- Speaking
- Podcasts
- Videocasts
- Info graphics
Why Content Marketing Works
As you know, AEC firms have the challenge of selling expensive services on the promise of future delivery. This requires trust on the part of the buyer. Traditionally, that trust was only gained after delivering the promise of a project. Content marketing works as a shortcut to gaining a buyers trust before hiring you. The prospect has the opportunity to experience your expertise in a low risk, non-sales environment. Nobody likes to be sold; content marketing gives the buyer the opportunity to learn how you think before taking any risk of hiring you.
Content marketing works on the principle of reciprocity as highlighted in the marketing classic, Influence: The Psychology of Persuasion by Robert Cialdini. Human are driven to resolve the inherent tension of being indebted to another. When we give away something of value (our expertise), prospects feel a psychological urge to “even the score.” Try before you buy lets prospects experience your thinking, but it also puts them slightly in debt to you.
More Benefits of Content Marketing
- Pre-positions your firm – sharing content demonstrates your expertise before the RFP comes out
- Having time to develop content communicates that you have a well run business
- Communicates helpful confidence, not desperation
- You have to do less “selling”
- Boosts SEO – Google likes original content being added to your website
- Educate prospects to the point where they are ready to hire you
- Great content gets shared (residual exposure within your niche)
- Content can, and should, be highly targeted
- It makes you smarter – you gain clarity when you share your expertise with others
“The antidote to fear is knowledge. Knowledge is not complete until it is articulated and publicized.” ““David Baker
Conclusion
In the race towards gaining the trust of a potential client, content marketing can provide a shortcut. It can allow a prospect to get to know you, like you, and eventually trust you enough to hire you.
by davidlecours | Mar 19, 2013 | Web & Digital
If you have this nagging sense that your AEC firm website could be more than an online brochure, you’re right. The modern website doesn’t sit idle waiting for the arrival of a visitor to simply confirm what they’ve already heard about your firm. When combined with narrow positioning and content/inbound marketing, a good website becomes a business development tool.
Here’s an example:
A city planner wants to know best way to gather public input for a new park being considered years from now. She searches for “public input methods for city parks” via Google. A blog post titled What Works: Public Input for Public Parks is one of many search results. Google likes to return local results so this blog post written by a local landscape architecture and planning firm (Firm X) ranks highly. The planner knows that her city will eventually need to hire a firm to design the park, so she’s curious about the perspective of Firm X. The Planner clicks the link and is directed to the blog section within the Firm X’s website. The blog post offers several insightful suggestions that make the planner look good when she recommends these ideas to her Planning Commission. At the end of the post, there are links to similar articles. She is too busy to read them now so she bookmarks the links. Knowing that she will forget about these bookmarks, she subscribes to the firm’s newsletter. Now she won’t have to remember to go back to the firm’s blog because useful articles will show up in her email in-box. Her contact info automatically gets entered into Firm X’s CRM. The park project is put on hold and a year goes by. The city now plans to create a walking trail and puts out an RFP for design. Since she regularly receives free valuable advice from Firm X, the city planner sends them a link to the RFP. Firm X wins the job in the presentation interview because the selection committee felt like they knew and trusted Firm X after hearing a Principal speak on Trends in Trail Design at a recent conference.
The best professional service websites attract the unaware, demonstrate your expertise, connect personally, and convert visitors into prospects.
Attract
If your firm is clearly and narrowly positioned to attract a specific audience, then your website can reach and engage the unaware. These visitors may be potential clients or employees. Both are important to the success of your firm.
A benefit of knowing your target audience is knowing what keeps them up at night. Searchable and optimized content on your website that soothes client pain points will increase your odds that unaware prospects find you. Once they find you, they will devour your content because it seems like it was written just for them.
“A main opportunity is to attract the unaware: those who need your expertise but are unaware you exist or not considering you.” ““Mark O’Brien, Author of A Website That Works.
By regularly adding unique, expertise-based content to your site, you will boost SEO. You begin to convey to Google who you are, which helps Google send the right visitors. The visitors like your content because it feels customized for them. Then visitors start linking to your content. Google notices this and increases your search rankings.
Demonstrate Expertise
A good website can allow someone to get to know (as described above) to like to trust your firm. This happens by demonstrating your expertise in writing. This can be blog posts, white papers or monthly newsletters. Make sure the content is indexable (not a PDF), so Google, and visitors, can find it.
A commitment to regularly adding valuable and searchable content to your website demonstrates your expertise and works to pre-position your firm as a leader before the RFP comes out. Content marketing is so critical for professional services because we are “selling the invisible.” Buyers can’t see, touch, or test our services before they buy. Content marketing is a no pressure, non-sales manner for prospects to understand how you think, what you believe, and how you’ve solved previous problems.
Creating engaging content is hard to do. Most will give up after a few months. This is an opportunity to stand out.
I recommend starting with writing a blog. then graduate to:
• quarterly webinars
• white papers
• speaking where your clients gather
• videos & podcasts
Connect
The mantra I hear repeated is: A/E/C marketing is a relationship business. People do business with people they know. Yet, I’m shocked how many firms are unwilling to highlight firm leaders on their website out of fear that this talent will be poached. Guess what? Your competition already knows who your leaders are. If your leaders’ loyalty is so fragile that an email from a competitor will cause them to jump ship, then you’ve got bigger issues.
While there is no substitute for meeting someone in person, you can begin a relationship by making an emotional connection online. No, not online dating. Do this in the People section of your site by showing some personality. We recently designed a site where we asked magazine style questions to the leaders. You could also use a video of someone telling a client story. Avoid the cold bio with only facts. Avoid the stiff headshot where everyone looks the same. Give website visitors a reason to like the people that they may eventually work with.
ARUP lets visitors get to know leaders in their own words using video.
Convert
The sales cycle for professional services is long and involves multiple steps. Nobody is going to visit your site and wonder where your shopping cart is so they can purchase your services with PayPal. However, in exchange for your valuable content, visitors are willing to give you their trust and attention in the form of their name and email address.
You may be reluctant to place sign-up forms on most of your pages, because you feel it is too “sales-ey” for a professional service firm. Get over this concern. Visitors won’t go to all the pages on your site so you don’t want to miss a conversion opportunity by only putting a sign-up form on your Contact page. If you are offering valuable content, you are helping visitors by allowing them sign up for your e-newsletter. Then they don’t have to remember to go consistently return to your site.
Conversion should be accomplished through a clear, concise and compelling call-to-action form (see below). The form should include Name and Email (no more) and a link to examples of the type of content they will receive. Keep the form concise to minimize resistance in the sign-up process.
Sign-up form for Randall Lamb
Since the sales cycle is long, it’s critical to get someone into your CRM and put them on a consistent drip of valuable content. When they become ready to buy your services, your firm will remain front of mind.
“No single piece of content, no matter how excellent, will be as successful as a steady, long term flow of quality content.” ““ Chris Butler, Author of The Strategic Web Designer
Conclusion
Websites have evolved from passive brochure-ware to active lead generating tools. Here are some A/E/C industry examples of sites doing this well:
Randall Lamb Engineers
Array Architects
DPR Construction
ARUP
by davidlecours | Feb 14, 2013 | Web & Digital
When we develop websites for AEC firms, the topic of Search Engine Optimization (SEO) usually comes up in the project kickoff meeting. Our client, the Director of Marketing or CMO, needs to respond to the CEO, who has asked, “Can we get to the top of page one of Google search results with this new website?” Probably Not. For most generalist AEC firms, spending a lot of time and dollars on SEO doesn’t make sense.
Your clients don’t search for: “architecture firm,” view the search results, go to a website, select your services in a shopping cart, and then click “buy” at check out. But if your firm has specialized expertise and a content marketing program (it should), then SEO makes sense. This post shares how adding valuable, unique content, and then optimizing your pages, can help you attract searchers that arrive at your site already hungry your firm’s expertise.
“SEO only works for Professional Service firms when combined with a narrow focus and regularly adding expert content that is helpful to your target audience. A modern website requires a commitment to specialization and a commitment to writing.” ““ Mark O’Brien, CEO of Newfangled and author of A Website That Works.
Note: I use Google in this post as the defacto search engine because they currently have an 84% market share. While Bing is gaining momentum, if you adhere with Google SEO practices, you will be well positioned with Bing and others.
What To Do
- Add unique, valuable content informed by your expertise to your website blog
- Optimize each page of your website
- Google indexes this content, and brings interested searchers to your site
- Searchers arrive impressed with your helpful expertise
- They sign-up for your newsletter or RSS feed, and tell their colleagues about your site
- Colleagues start linking to specific pages in your site
- Google indexes more frequently, and increases your rankings
What to Avoid
- Hiring an expensive “SEO Expert” promising to put your firm at the top of page 1.
- Trying to outsmart Google. You will not.
- Trying short term tricks that could get you “blacklisted” from Google.
- Developing a “magic keyword list” assuming it will automatically drive your listing to page 1.
How To Optimize Your Pages
Here are the six items you should pay attention to when optimizing your web pages.
1. URL – Uniform Resource Locoator or Page Link
Appears: Title Bar (see red arrow above)
Length & Format: As short as possible to describe page
Concept: friendly, english (not code), concise, keyword-rich
Example: https://lecoursdesign.com/about/clients/
Best Practices: Have developer give you ability to customize URLs through your CMS
Avoid: Code URLs like this: http://yourname.com/main.cfm?&projDetail=1&thesection=projects&projView=
service&thesubsection=Federal&thepage=02Fort%20Huachuca%20Military%20.html
2. Page Title
Appears: Browser Bar & link text in Google results (see red arrow above)
Length & Format: Up to 70 characters
Concept: Keyword or Phrase, Keyword or Phrase, Keyword or Phrase
Example: Grateful for Great Clients
Best Practices: Accurately describe page content, unique for each page, More important keywords towards front, think like a searcher
Avoid: A single tag across all your pages, long confusing titles
3. Meta Description
Appears: black text in Google results (see red arrow above)
Length & Format: Up to 155 characters
Concept: Compelling ad copy that inspires user to click
Example: Home: LecoursDesign is a brand strategy firm serving the AEC Industry. We help clients tell their story to win new business.
Best Practices: Accurately summarize page content
Avoid: only keywords, generic descriptions, quotes
4. H1 Tags
Appears: Headline title on each page (see red arrow above)
Length & Format: No more than 1 line, could be 1 word
Concept: Compelling headline that ideally contains primary keyword for that page
Example: Contact
Best Practices: Every page needs a unique H1 tag
Avoid: making H1 tags exact copies of page titles
5. Keywords
Appears: n/a
Length & Format: 5-6 words or phrases comma separated -or- 1 primary keyword (there are differing beliefs on this)
Concept: primary keyword, secondary keyword, etc. if using multiple keywords
LecoursDesign Example: Brand Strategy, Branding, Logo, Web Design, AEC Marketing
Best Practices: Think like a searcher. What words would they use to find you. Unsure about which words to use? Use http://www.google.com/trends/. For example, I was unsure about which keyword is searched for more frequently: brand or branding. Below are the results:
6. Body Copy
Write compelling content that is helpful to your audience. Speak directly to your reader by identifying their pain points and offering solutions. This post is an example. I heard from several clients that they were confused about SEO so I wrote this post to help them. Use keywords in your body copy but only when they make sense. In other words, don’t keyword stuff at the expense of good writing. You want incoming links and nobody will link to your copy if it isn’t readable. In short, if your content isn’t good enough to attract natural links, it doesn’t matter how “optimized” that content is. Finally, make sure content is indexable, not PDFs, movies, image files, etc. A quick way to test is to place your cursor over the text and try to select it. If successful, then it’s indexable.
The Opportunity
The main opportunity with search is attracting potential clients that value your expertise, are unaware of you or your current services, or are considering hiring someone else. It’s unlikely that you’ll convert them on the spot to become a client. But, a relationship with this potential client must start somewhere. Content Marketing + SEO can be the first step in moving this searcher from prospect to client by getting to know you, to like you, to trust you, and eventually hire you.
