I've been racking my head around this since the initial quarantine mandates were put into place. It sucks that we are in a situation like this, but there is one key things that has seemed prevalent throughout all the chaos:
Remote Work is now commonplace and it actually helps in a lot of ways.
Obviously, I'm biased, since I work from home normally, but it seems that COVID-19 was the push we needed to expand our abilities in working from home or outside the office.
What makes this important is showing the flexibility of the workforce when forced to adapt. Maybe there is something more there, a microcosm of a greater potential to overcome adversity, but I digress. Anyway, back to remote work. It's a good thing and for many reasons. These would be the top three:
More time doing things instead of commuting
Double-edged sword on this one, as more people working from home means the people that have to go in will endure less traffic. On average, this would save people two hours per day, 10 hours per week, and 520 hours per year (give or take). Wow! Can you imagine putting that time toward personal health, cooking, or spending time with family? You'd be a different person if you really took advantage of all that time.
Less chit-chat, more deep work
Being an extrovert, like me, has its advantages, but the downside is that I will always prefer to talk with people rather than being left alone to do important work. When I worked for a startup after college, I would lock myself in a private room to focus for a couple hours because I knew I would take any opportunity to talk with coworkers. And while interaction is not a bad thing and should be used when doing brainstorming or collaborating on projects, a majority of our work can be (and should be) done independently. Why? So you can focus, dive deep into the problem, and get the thing done. Which segues into the next point.
Intentional social interaction
Though working from home has its benefits, we all need genuine social interaction. This is a shot in the dark, but if everyone is able to focus on the actual work they need to get done while working at home, then they can dive deeper during social interaction, especially with coworkers. Follow me for a sec, would you rather have 10, five minute conversations spread out over eight hours, or one, hour-long conversation without interruption? If you're like me, I prefer the latter. Deep conversations, like deep work, cannot be interrupted. My guess is that working remotely will create an environment where longer conversations take the place of spaced-out small ones as meeting up in person will be more intentional and focused.
What does this have to do with design and branding? I'm not entirely sure at the moment, but there is definitely a connection to the depth attained when working by yourself on a project without interruption. Maybe this shows that work, like design, is all about intention. If you intentionally make time to work, have conversations, or have fun instead of juggling them all at once, we'll be better off.
In my newsletters, I do a segment every month called the Brand Spotlight. Within these emails, I go over a brands positioning, messaging, visuals, crafted experiences, and what could be improved. Today, I was able to speak with my good friend, Melinda Livsey, about a recommended brand for the spotlight: Thuma.
Thuma sells bed frames. Really nice, easy to assemble bed frames.
When Melinda and I were discussing the things that made the brand impactful to her, we centered their success on one thing: the intention and thought that was put into every aspect of their experience makes them worth a premium and telling others about. Thuma showed they cared through their website, their product design, their packaging, instructions, and delivering on their promise as an easy to assemble product.
Think about it, if you encounter an amazing experience, even if it's more costly, you will tell others about it. In turn, putting more resources into the experience your customers have makes it so you don't have to spend so much on advertising. You've already paid for it by creating something worth telling others about.
The headline (H1) on your site could be the most SEO friendly on the planet, but it will not outdo a pleasant, worthwhile experience.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.