The Importance of Design Thinking and Teamwork

For the past couple of weeks, we have being doing a design sprint in class. Our end goal was to create a product or service that helps young Type 1 Diabetes in their everyday lives. In groups of five, we used design thinking to do research, concept thinking, prototyping, and testing to come up with our best idea to help this target audience.

What is Design Thinking?
Design thinking is a method that teaches individuals new strategies to solve problems. There are five steps to design thinking: Empathize, Define, Ideate, Prototype, and Test. I used our sprint process to explain how each of these five steps works below.

Empathize

To begin our design thinking process, we knew we had to empathize with our target audience. We each researched Type 1 Diabetes, because none of us knew that much about it. To combine and condense our research, we did concept testing. This included throwing all of our questions and ideas onto a whiteboard and sorting them into groups and categories that made sense to us.

Define

Next, we refined our question. We wanted to find a category that we felt would be most beneficial to a young Type 1 Diabetic. We came up with: How can someone with Type 1 Diabetes discretely test their insulin levels without having to carry around something that is foreign to people without diabetes? Our end goal was to create a product that could allow diabetics to test without having to make a big scene or having to leave the room. 

Ideate

In the ideation stage, we brainstormed as many possible solutions to this problem as we could think of. After looking at multiple solutions, we finally decided as a team that we wanted to create a type of watch as our final solution.

Prototype

We created two prototypes. First, we created an ugly prototype and then a final prototype. Below are pictures of both.

Ugly Prototype 

Final Prototype

Test

To test our idea, we talked to people in the Bozeman community. We were fortunate enough to talk to four young adults who actually have Type 1 Diabetes. They all loved our idea, and were impressed that we had come up with the idea ourselves in the past two weeks.

Design thinking helped us be empathetic towards our target audience. If we had not completed this sprint using design thinking, I do not believe that we would have come up with as great of a solution as we did. The design thinking process forced us to pivot and iterate multiple times, and continue to repeat all the steps of the process when we did. It's amazing how working in groups stimulates creativity. If we were to complete this design sprint individually in the time given for this assignment, the final products would most likely not be as impressive. Design thinking is one of the best methods to use as an entrepreneur.

The Blank Canvas of StandTALL

Ever since I was a little girl, shopping for clothes has been a nightmare. I am 6'3", and everything that I try on doesn't fit right. Any type of pants become high waters, waistlines are too high, and skirts are too short. My mom and I struggled all through my adolescence trying to find a place where I could find clothing that fit me correctly. Unfortunately, no place like this exists. We always dreamed of making an website that would make shopping for tall women more convenient.



Before this semester, making this dream into a reality seemed impossible to me. Along with Consumer Behavior, I am also in an entrepreneurship class. We were required to come up with a new venture to present to the class, and I used my idea of creating a tall women's shopping website. The class loved the idea, and it ended up being one of the ideas used for our final venture concept. With two of my classmates, we used the whole semester to pivot and iterate off of this idea.

By the end of this semester, we had created an entire business canvas around the idea of StandTALL. We decided to make StandTALL a search engine for tall women. This search engine will include customizable toggles that users can insure their height and exact measurements into. The site will then search all online stores and aggregate the results, making them customized to each and every customer. We will use a pay-per-click revenue model, and will also sell advertising space. We had an idea of blogging for the website as well to increase its awareness. We even had a logo designed like the one below.

I also had the chance to read Creative Confidence this semester. Written by Tom and David Kelley, this book emphasizes how creativity and innovation are not just for the "creative types", but rather anyone can do it. I loved what David and Tom wrote in Chapter 2, Dare, From Fear to Courage:

"Fear of failure holds us back from learning all sorts of new skills, from taking on risks, and from tackling new challenges. Creative confidence asks that we overcome that fear"

In order to conquer that fear, we must take action. My favorite saying of all times is "action cures fear". If we are fearful of something, the best way to cure that fear is to take action. The worst that could happen is we fail. But failing is often a good thing. Failing fast and often is what makes some of the greatest entrepreneurs of all time who they are. They didn't get to where they are without may pivots and iterations. Although it is scary because it's the unknown, I will continue to work on StandTALL, because it is something that I'm passionate about. By simply taking action and turning my blank canvas into a business model, I am that much closer to making my childhood dream become a reality. 

6 Nudges in Stores

Walking around Smith's today in Bozeman, I realized that there are many nudges in the store that I had never noticed before. After reading Nudge by Richard Thaler, many nudges stick out to me more than they had in the past. Below are 6 nudges that I recognized in the 20 minutes that I was in Smith's.

1. Putting dairy products in the back corner of the store

Ever wondered why the dairy section of a grocery store is always in the back corner and as far away from the main entrance possible? This is a very common nudge that all grocery stores use. Dairy is the most sought after product at the grocery store because most everyone buys milk and eggs. Customers are forced to travel all the way to the back of the store to ensure that they see the whole store and pass by products they might not have initially thought they needed. If grocery stores were to put the dairy section in the front, grocery shoppers might not walk the entire store and check out other products.

2. Security notices

Whether or not the store does have a 24 hour video surveillance system, signs like the one above make people think twice before doing something that they know they shouldn't. For example, if someone was thinking about stealing a product for the store knowing no one was watching them and there would be no camera evidence against them, they would be more likely to go through with it. However, just seeing a sign that states there is a 24 hour video surveillance nudges that same person to think about the consequences more clearly if they were to get caught. 

3. "Did you wash your hands?"

On the back of the women's bathroom door, there is a sign that says "Stop: Did you wash your Hands?". This sign is nudging people to take care of themselves. While this sign is not going to force people to wash their hands, it does help remind them that it is something they should be doing for their own personal health. There are also usually signs that say it is mandatory for employees to wash their hands. Again, even though nobody is probably watching you to make sure that you wash your hands, signs like these make you feel obligated to do so. 

4. Impulse purchases

While standing in the checkout line, I noticed all the gum, candy, snacks and drinks on either side of me. Without even thinking about it, I grabbed a pack of gum and a water bottle because I was thirsty. If these products had not be in the front of the store and visible while I was waiting in line, I would most likely not have purchased them. By putting them as eye level at the cash register, people can be reminded that they are hungry or thirsty, and then crave a candy bar or a soft drink because they are available. If they were in the middle or the back of the store, Smith's probably would not sell as many because people pass them looking for something else. 

5. Rounding up change for charity

At the cash register, I was asked if I would like to round up my total to the nearest dollar to support a charity. This is yet another subtle, but powerful nudge. While they are not forcing you to found up your change, you feel obligated to do so as it is less than a dollar, and you feel like the people around you will think you're a bad person if you do not. Plus, it gives you a good intrinsic feeling knowing that you donated, no matter how small the amount may be. This nudge also works because it targets people who are willing to donate, but aren't going to go out of their way to do so. Most everyone must go to the grocery store for food, which makes this a perfect place to implement this type of nudge.  

6. Shopping cart returns in parking lots

Finally, as I was leaving the store, I noticed the shopping cart return slots in the parking lot. Cart returns make it easier for the shopper to return their shopping cart without having to take it all the way back to the front door or just leaving it in the parking lot. Personally, I would not be as motivated to return my cart to the front of the store if there weren't cart returns, and would leave it by my car. But because of this simple nudge, an employee can gather most all of the carts grouped in a couple of areas rather than having to go collect them all around the parking lot. 

Most of these nudges are so obvious that we know they're there, but we don't consciously think about them. There are hundreds around us daily. Next time you're in a store, I challenge you to find as many nudges as possible. I found 6 in just 20 minutes...can you find more? 

5 Interesting and Effective Nudges From Around the World

I find the idea of nudging very interesting, and decided to do some research on how other countries use nudges to persuade people. Below are 5 different nudges that are used around the world.

1. Sydney, Australia: Recycle and Win Prizes

Machines like the one above are placed around Sydney in an effort to nudge people to recycle. When recyclables are placed in the machine, a reward or gift of some sort is given to the person in return. Gifts range from 10 cent donations to charities, to being entered into a drawing for two free tickets to Sydney New Year's Eve Dawes Point viewing area. Click here to learn more about Sydney's effort to increase recycling by its citizens.

2. Singapore: Bag-Down Benny

As a part of the "Thoughtfulness, bring it out" movement, the Singapore Land Transport Authority has placed "Bag-Down Benny" decals in cars of trains. The idea behind this campaign is to motivate public transport commuters to be nice and make room for others on the train. The decal says "With my bag down, there's more room for others". Other decal characters that have been created for trains include Stand-up Stacey, Move-In Martin, Give-Way Glenda, and Hush-Hush Hannah. Just seeing these signs and knowing others see them too has created a more pleasant public transportation experience for the citizens of Singapore. Click here to learn more about the "Thoughtfulness, bring it out" movement. 

3. London, England: Baby Faces on Store Fronts

Large baby faces were painted onto London storefronts in an effort to reduce crime. The baby faces were thought to promote a caring response in humans with their big eyes and round faces. It also represents innocence, making people think twice before committing a crime. Just one year after these murals were painted, anti-social crimes had decreased outside of these storefronts. This campaign was put on by Oglivychange, an organization that creates nudges to test social behaviors. They also put on a conference every year called Nudgestock that focuses solely on the concept of nudging. To learn more about Oglivychange, click here. 

4. Canada: 3-D Children in the Road

In an effort to nudge drivers to slow down while driving through school zones, a Canadian safety group has painted 3-D children in the streets. The safety group hoped that this would get drivers' attention and make them think twice before speeding through school zones. However, other people are concerned that this will actually have the opposite effect. Just as people become desensitized to ads after a certain amount of time, there is a chance that people could become desensitized to these 3-D road paintings as well, and accidentally hit an actual child instead. For more on this debate, click here. 

5. Essen, Germany: The Chocolate Machine

The Chocolate Machine was created at Folkwang University of the Arts in Essen, Germany to help improve people's willpower. The machine works by dispensing a ball of chocolate every hour, giving the person two choices: either to eat the chocolate now, or put it back in the machine to be dispensed in another hour. The machine also has a counter on it to show you how many times you successfully put the ball back into the machine. Studies show that after using the machine for two weeks, it is easier to resist the ball over time. To learn more about the reasoning for this machine, click here. 

The Secrets Behind IKEA

One of the main topics described in Nudge by Richard Thaler is the idea of choice architecture. Choice architecture describes how areas are designed to present products to consumers in a way that influences their decisions. When items are placed a certain way, consumers can be nudged to make decisions that they would not have made if the items were set up another way. 

When I think of the way choice architects organize shelves and stores, IKEA is the first example to pop into my mind. IKEA is an affordable furniture store that encourages its customers to walk through their showroom of products before purchasing items. When customers first walk into the store, they are taken up an escalator to the showroom. Upon entering the showroom, shoppers are exposed to calming music playing in the background. Kitchens, bedrooms, and living rooms are decorated in sets to show customers what their rooms could look like with IKEA products.There is a path everyone is strongly encouraged to follow, ensuring that they see all that IKEA has to offer. There are shortcuts to the warehouse, but they are advertised on much smaller signs and are tucked away in the corners. Once in the warehouse, it's go time. A large cart is given to you as you walk into the warehouse, and you pull out your list of all the products that you liked in the showroom. It's somewhat like a scavenger hunt; you must find the aisle and section that the product you are searching for is "hidden", adding a fun twist to the shopping experience.

This layout has been proven to be very effective for sales. Being in the same showroom with a lot of people wanting the same products should be stressful. However, IKEA plays relaxing music to help sooth customers are make them think they are in a peaceful environment. From personal experience, the staging of the room layouts in the staging rooms makes me think I need more than just the one item I am looking for. They stage the rooms to make consumers want the exact look, meaning they need all of the exact products. Never have I ever left IKEA with just the one product I was looking for. I'm pretty sure only buying one to two products at IKEA is extremely rare, and almost unheard of.

So no matter how smart we think we are, the people behind product placements and designing floor plans are usually one step ahead of us. So next time you're shopping, pay attention to how the shelves are organized, as well as the overall store. You might have a whole new perspective on what the employees want you to see and buy.

Is Social Media Addiction a Company Success?

I recently read an excellent article, Addicted to Your iPhone? You're Not Alone by Bianca Bosker. Bianca has a great point of view on the addiction people in today's society have with their phones. It's amazing to me how companies know how to get us consumers to actually become "addicted" to their apps and websites. Bianca talked to Tristan Harris, who is working on trying to convince companies that they can design tech that prevents us from distraction instead of being the source of our distraction. Watch his TedTalk on this subject here. 

"That itch to glance at our phone is a natural response to apps and websites engineered to get us scrolling as frequently as possible". 

When I finished reading this article, I realized that I am addicted to my phone and many of the social media apps on it, including Facebook, Snapchat, and Instagram. I've never really thought about how I immediately reach for my phone whenever I'm bored. It's become a habit, and one that I need to work on eliminating.

Facebook
"Checking that Facebook friend request will only take a few seconds, we reason, though research shows that when interrupted, people take an average of 25 minutes to return to their original task".

This statistic in the article hits home in my life. I get one notification from Facebook, and open my phone with the full intention of only checking that one read pop-up, and find myself watching a funny video 30 minutes later after scrolling through my newsfeed. Then once Friday rolls around, I'm stressed trying to finish homework so I can enjoy my weekend. If I would have stayed focused on it rather than checking my Facebook, I would have been able to start my weekend 3+ hours earlier. I found it interesting how all apps use red as their notification color, because it grabs our attention the most. Like in the article, I also feel socially obligated to respond to people's messages, comments, and friend requests immediately to show that I am in the loop and know what's going on at all times.

Snapchat
Snapchat has become almost as popular as texting anymore, as it adds more personality and facial expressions to conversations. One way Snapchat has begin to keep people snapping on a daily basis is adding a snap streak element that counts how many consecutive days you and one person snap back and forth. I'm not big on the snap streaks, and it's almost a sense of relief to me when they are broken, because I don't have to have anxiety about keeping them up.  I have friends that will get angry with friends when they "break the streak", and friends who even will give their friends their login information to snap themselves when they know they will be on vacation or out of service for longer than 24 hours. It's crazy how something this irrelevant can have that type of pull on you.

Instagram
"'Rewarding someone with an instantaneous 'like' after they post a photo can reinforce the action, and potentially shift it from an occasional to a daily activity".

Instagram is one of my biggest addictions. When I get bored, I immediately go to scrolling through my Instagram feed. I've also become addicted to making sure my posts are ones that I will get the maximum likes on. In the past when I would post a picture, I would keep track of how many likes per minute I get, and would get worried if I didn't have a certain amount of likes within a certain time. I would waste more time on trying to make my life look impressive instead of actually relaxing and enjoying it. And this is what the people who work at Instagram want, however unhealthy it is.

SO WHY DO WE STRESS OVER THIS KIND OF STUFF!? 

When you truly think about it, it's unproductive and a big waste of time. 

And yet, we all still participate in it. Why are we so obsessed with making sure everyone else knows exactly what we're doing at every minute of every day? It's become a way of communicating without actually communicating. It's sad that I know what's going on in the daily lives of many of my friends because of their Instagram posts and Snapchat stories, but might not have personally communicated with them one on one in a couple of months! All of these social media sites program us to need to constantly be in the know. I cannot tell you how many times a day I hear "Did you see her Instagram post?" or "Did you see what happened at the game? It's all over everyone's snapchat stories!"

Don't get me wrong, I believe that social media is an excellent tool to keep in touch with those who matter to us, but it shouldn't consume our lives the way it does. We live in a three-dimensional world, and therefore need to stop focusing so much on the two-dimensional screen of our phones and computer screens. 

We will not gain any experiences by scrolling through our newsfeed. Instead, we will be vicariously living through everyone else's. 

At the beginning of this blog, I mentioned Tristan Harris, founder of Time Well Spent. Time Well Spent is a website that encourages technology users to support the creation of better tech that could protect us from distraction.  I advise everyone to check it out and focus more on only using your phone when it is truly necessary, and not to use it as your main cure for boredom. Try limiting yourself to checking your social media only once or twice per day, and focus on the real world around you in between. 

Starting today, stop scrolling through everyone else's memories. 

Go out and make your own.

The Persuaders -

I recently watched a PBS Film called "The Persuaders". This film highlights the marketing industry, and how it constantly changes to keep its audiences engaged. Because they are making room in their minds for new information, consumers become numb to advertising messages after awhile. Marketers constantly are updating their messages and thinking of new and creative ways to recapture their target audience's attention. They are finding new ways and places to advertise that will grab our attention in new and unique ways.


Think about Times Square. On average, 300,000 pedestrians walk through Times Square and around 115,000 people drive through it. 100 million people visit here each year. According the the official website for Times Square, "Times Square signage advertising can expect nearly 1.5 million impressions each day". It costs anywhere from $1.1 million to $4 million a year to rent one of these massive ad spaces. Walking around Times Square is over stimulating, however it is one of the most desirable places for companies to advertise their brand. In today's society, the average person see around 5,000 ads per day. So how do advertisers make it so their company stands out from the rest?  It is no longer effective to simply say that your product is service is better, faster, stronger, cheaper, etc. CEO of Saatdhi and Saatchi Advertsing Kevin Roberts says that "what consumers want now is an emotional connection - they want to be able to connect with what's behind the brand, what's behind the promise. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium lie". Marketers now use emotions to capture consumers' attention.

In the film author Naomi Klein says "When you listen to brand managers talk, you can quite quite carried away in this idea that they actually are fulfilling these needs that we have for community and narrative and transcendence. But in the end it is...a laptop and a pair ofrunning shoes. And they might be great, but they're not actually going to fulfill those needs". Advertisers have even started going as  far as advertising their product in a way that it defines you. A good example of this is Nike. Nike has branded themselves as the top athletic performance gear company. Some people even go as far as believing they cannot reach their peak performance if they are not wearing Nike shoes. At the end of the day, that same person might not even be able to tell the difference between a pair of Nike shoes and a pair of Under Armour shoes if they didn't have the name on them. This is because Nike has established such a strong brand that people want to wear it and be associated with it.

Social Norms vs. Market Norms

I recently finished reading a book called Predictably Irrational by Dan Ariely. This book discusses why we as humans do not make smart, rational decisions, but rather predictable and irrational decisions. One topic in this book I found interesting was the idea of social norms and market norms, and what behaviors trigger which norm. Dan Ariely used a great example of big family dinners. The cook would see it as rude if one of the family members pulled out their wallet and asked how much dinner was worth. So how is this different from going out with a colleague and pulling out your wallet to pay for your portion of the dinner? According to Dan Ariely, "we live simultaneously in two different worlds - one where social norms prevail, and the other where market norms make the rules".

What are social norms?

Social norms are the norms we follow for the warm and fuzzy feelings from feeling needed and appreciated. According to Dan Ariely, "Social norms are wrapped up in our social nature and our need for community". These relationships are personal and more emotional than market relationships. These norms are effective when with family, friends, or when you're volunteering. In these type of situations, you're not expected to pay people for services, and are not expecting any payments for the tasks you perform. This could include making a big family dinner, helping a neighbor move a couch, or any friendly requests that people make of one another.

What are market norms?

Market norms are the opposite of social norms. According to Dan Ariely,"when you are in the domain of market norms, you get what you pay for". These sharp-edged exchanges include wages, prices, rents, interest, and cost-and-benefits. These norms are seen most in the business world, such as business deals and salaries. When you're at the grocery store, the cashier isn't just going to let you go through checkout and give you free bananas! You have to pay for the bananas that you're buying. In exchange for money, you are able to eat.



What happens when these norms overlap?
Where is the line drawn between these two types of norms? Sometimes, it's very obvious, and other times it is not. For example, how long can you have your neighbors watch your dogs or kids before you owe them something? One hour? One day? One week? Usually, this decision is based on the relationship and your own personal opinion.

Companies sometime struggle with the market norms versus the social norms. Companies such as State Farm and Home Depot try to establish a social relationship with their customers. State Farm for example uses the slogan "like a good neighbor, State Farm is there", trying to convince their customers that they are empathic and understanding.This can sometimes cause issues concerning the customer's relationship with the company. When there is a strip market relationship, customers understand that they must pay on time, or they'll be a late fee. However, when you add a "neighbor" aspect to the picture, customers don't understand why the neighbor aspect doesn't apply to all parts of the business model.

I have a similar relationship with my management company here in Bozeman, Montana. They are extremely friendly and reach out to make sure that things are going okay at our house. They do not always respond in the timeliest of manners, but they expect you to understand. However, when something does not go their way, or we have a problem that they are responsible for, they flip the switch and try to abide by market norms. As a customer, it is very frustrating to believe that you have a certain type of relationship with them, but they constantly flip-flop between the two.

There will never be a defined line that separates social norms and market norms. It will differ with every relationship. There are also relationships where both social and market norms are used depending on the situation. The key is to make sure both parties are on the same page about which norms are in effect in which situations.

Staying True to Yourself in a Big City

Meghan Daum

"My Misspent Youth" tells the story of the early life of best-selling author, Meghan Daum. Meghan moved to New York City in hopes of living a luxurious and high-status life. However during her time in the city, she found herself herself miserable, lonely, and in debt. She always was looking for "the next best thing" in regards to schooling, jobs, and living arrangements. At the end of the piece, Meghan found herself moving out of the city because she could no longer afford to live there.

Warren and I at FashionFirst in Seattle

Like Meghan, I too will be chasing my dreams and moving to the big city of Los Angeles after graduation. I have received a job offer from Hall of Fame Quarterback Warren Moon's company, Sports 1 Marketing after interning with them this past summer. Both Warren and CEO David Meltzer used to work for Leigh Steinberg, the Sports and Entertainment agency that inspired the Tom Cruise film, Jerry McGuire.

My co-workers and I at the Rose Bowl for
the 4th of July

One of my biggest fears is that I will always be trying to "upgrade" my life, as Meghan did in her 20s. I believe that where Meghan Daum went wrong was she was never satisfied with being where she was in life. Although she ended up being successful in the end, I believe she could have reached the same end point without putting herself in such misery and debt during her 20s.

My co-workers and I attending the
ESPY Awards

I want to learn from Meghan's financial mistakes regarding her large amount of debt. Just like New York, Los Angeles is an expensive city to live in. Between rent, dining, and activities, it will be hard to save large amounts of money at a time. In My Misspent Youth, Meghan talks about how she went to the most expensive school and moved into a studio apartment as soon as she could. While this is tempting, I know that in order to live in Los Angeles and be comfortable, I might have to sacrifice things such as living on my own, at least for the first couple of years.

I can empathize with Megan to a point as well. Before this summer, Growing up in a small mountain town nestled in the Rocky Mountains of Colorado, I had never seen or been a part of the high-end city lifestyle. When the people you are surrounding with "have it all", its hard to not to compare yourself to them and wish for the same things. It's incredibly easy to accept invitations to go out to fancy dinners and drive long distances on the weekends to go to the beach. It's also extremely tempting to buy higher-end clothes and accessories in order to fit in. And on top of all of that, it is easy to forget who you are and what makes you unique as an individual.

2016 ESPY Awards

It is an everyday struggle to not get caught up in status in a society that focuses a great deal on appearance and wealth. One of the best lessons I learned this summer is most people care more about your personality and attitude than about your status. Listening to other peoples' stories has made me realize that focusing on status and the "high-end city living" dream leads the majority of people to depression, anxiety, and long-term debt. Before they know it, they have dug themselves into such a deep hole, that they are merely surviving and just trying to get from day to day. I don't ever want to reach the point where I am just trying to survive, and lose my identity trying to live a high-status life.

Going forward, my plan is to stay humble, and remind myself everyday that I am doing this job not for the status, but because I am passionate about it. I want to keep the hunger and awe I had this summer, and do not ever want to reach the point where I don't appreciate all the experiences that this job will enable me to have. 

Los Angeles, California

I will leave you with a quote that my mother has told me since I was a little girl: "When you get there, remember where you came from". Even all the way out in L.A., I will be proud to say that I am from Golden, Colorado, where Coors beer is brewed and Where the West Lives. I have an incredible opportunity ahead of me in Los Angeles and I hope to be successful at my job. However, I do not want to focus solely on "making my way to the top". I want to use this opportunity to grow as a person while still staying true to who I am. I wish to control my own destiny, rather than being forced to abandon my dream due to misery and debt. 

Golden, Colorado

The Relationship Between Deadlines and Procrastination

Dan Ariely's Predictably Irrational is a novel that concerns consumer behavior. Dan believes that people do not make rational decisions as most economic theories suggest. He suggests that rather they make predictably irrational decisions. The book discusses the many experiments he has conducted to prove this theory of his.

In the book, Dan he talks about an experiment he did with his college classes concerning deadlines. He was teaching a class with three sections. Each section would have three papers due over the 12 week course. He told the first class that they can turn their papers in at any point before the end of the semester, however hey had to set their own deadlines that they were expected to stick to. The second section was told that they had no deadlines whatsoever. The third section was giving strict deadlines they were required to stick to with no flexibility.

So which one of classes received the best average grade on their papers by the end of the semester? The section with the best grades was the one that required the students to stick to strict deadlines. The section with the worst grades was the one that set no deadlines at all. And in the middle was the section that was told to set their own deadlines. Two conclusions could be made from this experiment. The first one was that students procrastinate. The second conclusion was that the best way to cure procrastination is to take away students' freedom and to set strictly enforced deadlines.

Personally, I would rather have teachers enforce strict deadlines for each project equally spaced on during the semester. Before this semester, I would have told you I'd prefer to do projects on my own time. This semester for me has been full of projects that don't have strict deadlines. I already have found myself procrastinating more than usual, which ultimately creates unneeded stress in my life. It is only about 6 weeks into the semester, and I already feel like I am far behind on my school work. Even though deadlines can sometimes create inconveniences, they help you stay on track for the semester. While you can still procrastinate up to the deadline, the work won't pile up near as badly. There will be smaller pileups rather than a large pileup at the end of the semester, which is what I fear will happen to me come December. It will be interesting to compare my grades after this semester to my grades in previous semesters.

Having no deadlines sounds like a dream come true at the beginning of the semester. You feel empowered, and experience a sense of freedom. However, the average student feels overwhelmed and regretful when they cram all of their projects that don't have deadlines into the last week of the semester. Spaced out deadlines are ideal, and will help you not procrastinate. Next time you are working on a large project, try setting deadlines for different parts of the projects that group members can hold each other accountable for. Even setting personable deadlines is better than setting no deadlines at all. The word "deadline" shouldn't be daunting. Instead, it should be seen as a motivational word that keeps you away from the consequences of procrastination. So, make sure to always "Keep Calm and Meet Deadlines"!

The Effect Branding has on a Company's Identity

Branding is everything for a company. It establishes what a customer instantly thinks about when they see the brand or hear the brand name. Look at the logo below. Without the company's name even on them, you are able to instantly know what they are, and have some sort of emotional tie to them. For example, when I see the Olympics Rings, I think of unity and competitiveness. I think of watching Michael Phelps winning 23 gold medals and becoming the most decorated Olympian of all time. I think about traveling and exploring new places. When I think of Apple,  I think of innovation and creativity. I think of the best of the best technology. I see the Nike swoosh and immediately think about elite sports clothing. I think about them having the best professional athlete endorsements, and I think of competitiveness. The company tagline "Just Do It" comes to mind as well.

Establishing a brand for your company gives customers a reason to come back and be loyal customers. I read an article in Forbes magazine the other day called "Why Brand Building is Important". In this article, the author states that:

"Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations". 

Another example that proves how powerful a brand image can be is SeaWorld. When you say SeaWorld to someone, the first thing that immediately comes to the majority of people's minds are the orcas. SeaWorld has centered their branding around Shamu the Orca, and about how magical these animals are. They focus on the interaction between humans and these large whales. This brand has worked wonders for SeaWorld in the past. However, with the release of the film Blackfish, this brand is no longer one that SeaWorld wants to use. Blackfish was a film made about SeaWorld's most famous orca, Tilikum, who has taken the lives of several people. The film blames captivity for these incidents, and argues that orcas are not meant to be kept in small exhibits, but are meant to swim freely in the ocean. Blackfish went viral, and many people were disgusted. Now, instead of seeing SeaWorld as a magical place, they associated the brand with animal cruelty and sadness. SeaWorld's revenue has dramatically dropped since the film was released, and now they have announced that the orcas they already have will be the last Orcas SeaWorld has. They will no longer breed in house.

In class, we worked on thinking of ways to have Seaward refurbish their brand so that it is seen in a positive light again. We decided what would need to be done is SeaWorld will have to stop using the orcas as their main marketing tool. They also should put a heavy focus on educating their audience about how we can work together to save our oceans. They might even go as far as only putting rescued animals in captivity who would not have survived on their own in the ocean.

It's amazing how much impact a brand can have on a company, both in a positive or negative way. Brandin is the most important part of your marketing plan. Without it, your company has no identity and nothing for your customers to relate to or be associated with.