Today I board a Southwest Airlines flight knowing that there’s a hole in the center of the heart-shaped corporate icon. Cofounder of Southwest Airlines, Herb Kelleher, just passed away at the age of 87.
He was a legend not only in the airline business, but in any type of business. He was a unique mix of innovation, motivation, and vision.
Here are a few of his quotes on strategy, customer service, culture, and leadership. So many of these quotes I have used whether on stage in a presentation or in a boardroom.
Rest in peace, Mr. Kelleher.
Kelleher Quotes to Inspire Your Strategy
“We have a strategic plan. It’s called doing things.” -Herb Kelleher
Cheryl Heller is the founding chair of the first MFA program in Design for Social Innovation at the School of Visual Arts in Manhattan.
What is social design?
Social Design is the design of the invisible dynamics and relationships that affect society and the future. It’s the creation of new social conditions intended to increase human agency, creativity, equity, resilience, and our connection to nature.
It is essentially the same process used to develop innovative products and services, but applied at a larger scale. Instead of a small team of expert designers being responsible for the creative output or product, however, social design is done by cross-disciplinary teams, including both people inside the company and in external stakeholder communities. The goal, in addition to breakthrough products and services, is breakthrough interactions between people that lead to ongoing innovation. Because the process is participatory, everyone learns to do it. Because learning to do it instills a greater sense of agency and possibilities, everyone who participates is transformed.
“Social designers are resourceful, observant, open minded and able to live and work with ambiguity.” -Cheryl Heller
Social Design differs from traditional approaches in several important ways:
‣ It looks far beyond design thinking, which has made significant inroads in business, education and social organizations in recent years. It is an iterative process for developing alternative ideas and strategies based on understanding a “user” and a specific problem. Social design’s purview is whole communities or societies.
‣ The design process isn’t relegated to a team of designers, or isolated in a specific phase of the research and development process. Cross-departmental teams, some of whom are designers, are formed around a particular goal or outcome, and everyone participates in the entire process. What are typically sequential activities, performed by a series of experts, like research, problem framing, synthesis, ideation, testing and the like, are collapsed into a series of fluid stages in which everyone’s perspectives are integrated. This not only surfaces opportunities and challenges early, but also gives everyone access to insights that make them smarter, regardless of which stage they are accountable for.
‣ Social design relies on observation and inquiry rather than formal strategies and fixed plans. Preconceived ideas, however brilliant they sound, are to be avoided. Research is undertaken not to prove a theory, but to understand context and reframe questions. Answers are not determined in advance. The ultimate outcome may be fixed and inviolate, but not the step-by-step path to getting there. Observation of patterns, of unexpected reactions, whether in team members or customers, become the source of inspiration and invention—the real-time feedback that makes the idea, when it is developed, far more likely to work and succeed.
‣ Social design employs “making to learn.” That means giving ideas form to which others can react and help refine in collaborative fashion. Instead of waiting to get an idea “perfect” before showing it to its intended audience, users respond to versions in unfinished stages, and that input is incorporated into the design. Making-to-learn relies on iteration, and requires the freedom to pivot along the way, sometimes abandoning an idea, but always long before a big investment has been made. Giving form to ideas makes those ideas more appropriate to the people for whom they’re intended and makes them accessible to more people, and more diverse perspectives, as they’re developed.
‣ The outputs aren’t PowerPoint slides and Excel spreadsheets. Instead, they are maps and sketches and images and pictures underpinned with data that bring to life the entire ecosystem of stakeholders and forces in play. These visual outputs help make sure diverse people are seeing the same thing and can uncover otherwise hidden dynamics.
“Social design relies on observation and inquiry rather than formal strategies and fixed plans.” -Cheryl Heller
Organizational culture isn’t just a hot topic–it’s an untapped asset and potential liability for all businesses. And yet, for all its potential to make or break, few know how to manage cultures with proficiency. In her newly released book, Culture Your Culture: Innovating Experiences @Work, Karen Jaw-Madson provides the much needed, step-by-step, “how-to” for designing, implementing and sustaining culture. Karen is principal of Co.-Design of Work Experience where she focuses on culture and organizational change.
We recently had the opportunity to ask Karen some of our own questions.
A 2015 survey from Columbia Business School and Duke University found that out of almost 2,000 CEOs and CFOs, 90% said corporate culture was important, but only 15% felt that their culture was where it needed to be.
Would you give a quick synopsis of DOWE? What is it and how does it work?
Design of Work Experience (DOWE) is a concept and methodology that partners employees and their employer to co-create, implement, and sustain culture. DOWE is comprised of four main components: the combination of DESIGN and CHANGE processes enabled by leveraging and building CAPABILITY and ENGAGEMENT throughout. When you dig deeper, the process is further segmented into 5 phases: UNDERSTAND, CREATE & LEARN, DECIDE, PLAN, and IMPLEMENT. All the phases are organized as a series of iterative learning loops, each with its own specific set of activities.
4 Components of DOWE
Is there one of the four components of DOWE that is more difficult than the others?
The difficulty (or ease) with any aspect of the DOWE process would depend on the individual organization–their current strengths and capabilities, as well as their current context. For example, a company used to constant change may find the change process more familiar than one that has not experienced a lot of change. Another may be dealing with apathy, so engagement may be a challenge, and so on and so forth.
Tom is the EVP, Head of Innovation for Zenith Media. His role is to understand new technology, behaviors and platforms and ideate and implement solutions for clients that take advantage of the new opportunities these make possible. He was also voted the #1 voice in Marketing by LinkedIn with over 580,000 followers on the platform. An industry provocateur and commentator on the future of marketing and business, Tom recently wrote Digital Darwinism as a wakeup call to traditional businesses.
I recently spoke with him about his book.
““Digital isn’t a thing, it’s everything.” -Tom Goodwin
The subtitle of your book is “Survival of the Fittest in the Age of Business Disruption.” What defines the fittest?
I believe the fittest companies are those with the balance of a solid business plan for today and for the future. This can either be because they’ve established a defendable niche for now and ahead (like Amazon or Tesla) or because they have a team and culture that is able to adapt to the changing marketplace. Good examples of this are Facebook, Netflix, and Google. Fitness both in nature and business is about agility and the ability to change as the world does, but also about the quality of the business model today. There are too many companies that are widely celebrated, like Dollar Shave Club or Movie Pass, that offer hockey-stick user growth and happy customers, but don’t appear to have a semblance of a business model that can ever make money.
“The fittest companies are those with the balance of a solid business plan for today and for the future.” -Tom Goodwin
Mature companies often have a huge desire to innovate and launch various initiatives. What are some of the biggest mistakes you’ve seen them make in their pursuit of innovation?
Most innovation failures come from companies who do one of two things wrong. The main one is not going deep enough. They offer surface level improvements on the façade of a deeply troubled foundation. Retailers who need to close stores or entirely rethink distribution models or procurement flows, end up making a store in San Jose with a smart mirror, as it’s way faster and cheaper and offers distractions. Or car companies that celebrate apps where you can start engines remotely, while they are behind on electric propulsion. The issue is that most CEOs don’t have the time or thirst for risk to make proper changes.
The other issue is innovation with no sense of purpose. It’s adding a chatbot because your boss read about them one day. It’s an airline launching a mood-sensing blanket that gets press. It’s the VR experience to try to get promoted. We need to know why we are innovating and maximize against that.
“There are too many companies that are widely celebrated that offer hockey-stick user growth and happy customers, but don’t appear to have a semblance of a business model that can ever make money.” -Tom Goodwin
Innovation is dynamic, iterative, and even messy – but with the vast problems facing the world, and opportunities to harness people’s creativity, passion, and desire to make an impact, there has never been greater potential to make a dent in as-yet unsolved economic, social and other issues. Leadership qualities, not always and not simply technology, are the essential ingredients.
I love this line in your new book: “Purpose defines what you stand for and why your business exists.” Tell us more about the power of purpose and why it’s so important to change makers.
Purpose defines the marketplace problem the change maker wants to solve. It’s why they pursue an innovation. They see the need to create something new, to fix something they see as really broken.
Purpose is grounded in emotion, but it’s far from touchy-feely. Purpose:
Focuses everyone on unifying beliefs, makes collaboration the norm, and aims resources at the vision and nothing else.
Minimizes the corrosive effect of internal politics — everyone is committed to the same point on the horizon. Purpose is an energy booster.
Sets the goal post on achieving aspirations to meet real market needs. Of course, financial results matter, but the purpose-driven team delivers financial impact and sets itself up to meet broader stakeholder needs.
“Purpose means knowing what you stand for, why you want to exist.” -Amy J. Radin
Resourcefulness is a key behavior of change makers. How should leaders encourage resourcefulness?
Resourceful leaders are those who can find a path forward no matter what. Doing so means they are making progress even though they have what can look like severe resource shortages.
Much of anyone’s resourcefulness comes from an ability to help everyone in their orbit to be more resourceful.
First, be a role model of resourcefulness behaviors. My favorite example of all time is one I uncovered while doing the research for The Change Maker’s Playbook: Drew Lakatos co-founded ActiveProtective, a company working on an innovative device – think of it as the wearable equivalent of an inflatable air bag — to attack the growing medical and social crises caused by millions of seniors’ falling every year in this country. He had purpose and passion, but lacked capital. So, he went around to junkyards one Saturday morning, and extracted non-bloody air bags from wrecked cars. Then he combined these with bicycle tire inner tubes, working with his local tailor to create components of early proof-of-concept designs – for a few dollars apiece. They were convincing enough to win critical support to get to the next steps.
Second, when assessing potential hires, listen for stories of how they have demonstrated resourcefulness in their lives. If you don’t hear evidence of real tenacity, move on.
Third, be open-minded about how things are done, not just what is getting done. Being resourceful means finding and supporting non-obvious ways to accomplish milestones and achieve goals.
“Resourceful leaders treat others with respect and value people as people, and as a result inspire and attract others to enable their purpose.” -Amy J. Radin
Fourth, promote a culture where seeking help is a mark of leadership and strength, not a sign of weakness. I see organizations where people are afraid that they will be fired if they admit ignorance. I see cultures punishing people who admit they don’t know something or would like help. These are environments where innovation cannot ever be successful.
“Resourceful leaders are those who can find a path forward no matter what.” -Amy J. Radin