• Have a vision for your product
  • Build for the future
  • Ensure roadmaps focus on outcomes not outputs
  • Acknowledge and accept the things that people are bad at, e.g. bias, and build them into your design workshops
  • Consider using machine learning as the guardian of human behaviour, rather than the other way round

Lego case study

  • Surface their live chat decision tree upfront, so users feel more in control
  • Celebrate the importance of an innovation culture
  • Integrate vision, mission and brand experience into company culture
  • Celebrate the losses as well as the wins
  • Chart feeling curves as users complete tasks, see dips as opportunities to improve


  • “9/10 people tell their friends about bad customer service”
  • “The only thing more powerful than hate is humour”
  • “Everybody wants to be part of something bigger than themselves”
  • “The user brings all that they are to your community”
  • Studies suggest rudeness affects decision making
  • Why people share content:
  • To look good
  • To educate someone
  • To feel something

Innocent case study

  • Live your brand and tone of voice internally to make social human and natural
  • “We made mistakes, we had no idea what we were doing, but we got there”
  • “Basically we messed about until we figured out how to make people laugh”
  • Trust your staff to test and learn, the value is always worth the risk
  • “If we’re 70% sure, we do it”*

*NB: I might shoot for 90% sure myself, but my context is mental health and cancer!