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The benefits of being an underdog ★

Hey! We’re a design studio of five from Tyumen, Russia. It’s the first city founded in Siberia.

We were an unusual studio from the start and underdogs in the design world by any measure. Despite our small size and living 2,000 km away from Moscow we work with clients from all over the world and various time zones.

Here are five facts about us that have helped us to benefit from being an underdog:

Text-oriented. Most studios are founded by designers. They believe that glowing and bouncing animation will solve a client’s problem. It won’t. But a good and succinct, thoughtful text might. Our founder is an editor, not a designer. We spend most of our time writing. Every project starts with a longread describing what we’re going to do. That’s why our websites and interfaces are well-structured. Words are important, and we’re the most fastidious people when it comes to picking the right ones.

Local identity as a foundation. Most studios bashfully conceal the fact they’re not from the capital. Not us. We talk about it at every corner. We’re proud of being Siberians. We promote Tyumen as a great place for living and creating. We turned patterns of the Tyumen carpet into a sticker pack and designed beautiful postcards with the most beautiful sightseeings of the city. In fact, many clients choose us because we’re more real than our bigger competitors.

Remote & async. Most design studios try to get a fancy and expensive office when they start out. Not us. We started at the end of 2017 and we were remote from the first day of work. Thanks to that we had clients from Moscow, Amsterdam, Berlin, Zurich, and even Toronto. We had people working on our team from Singapore, Turkey, and Hong Kong. Could that be possible if we limited our market to one city? Barely.

Without managers. Most studios have managers who loiter and disturb others by asking stupid questions like, “Is it done?” every ten minutes. We don’t do that. We write long posts and discuss things asynchronously. That compensates for our size and boosts efficiency. Thanks to that we have recently launched our first paid product within four months and only around $⁠5,000 spent. Big companies can’t even imagine this kind of budget for a product that works!

The most dependable. Most design studios spend tons of money on advertising to convince people to buy from them and assure they’re the best in business. But that’s a lie. You can’t be the best at design as design is a very subjective matter. We don’t say such a bogus. We claim the title of the most dependable design team and do everything possible to make it real. We’re never late for a meeting. We send meeting notes within an hour after a call. We finish 95% of our projects on the date we promised.

Наша команда на студийном кэмпа в мае 2023 г. Слева направо: авторы Артур и Настя, я и наш техдир Миша.

That was our story for the Underdog Challenge by 37signals. Hope you enjoyed it. Thanks for reading!

No Comments 2023

Note-taking at lectures

My friend Tonya Alexeeva posted this on Twitter some day:

“Tomorrow begins my intensive one-week course on machine learning. I just realized I’m not used to make notes, but it would be great to revise this material later. Any tips for making notes for technical subjects and coding?”

I came across her tweet and gave a piece of advice on making notes during meetings and lectures. Here’s my perspective:

I don’t think there are any special tips for machine learning. No matter what subject you’re learning, techniques are pretty much the same. There’re dos and don’ts.

Dos:

  1. Take notes not during the lecture, but in the first 30 min after it. This way you’ll be able to focus on listening and absorbing new information.
  2. Sketch anything that requires visual explanation. Images work better than abrupt and incoherent notes.
  3. Record a memo of the class to go back to something you’ve missed later.

Don’ts

  1. Don’t make screenshots or photos of the teacher’s slides. No one ever gets back to review them.
  2. Don’t try to remember and catch every minute detail. Pay attention to what brings novelty into your work, not what you already know.
  3. Don’t be afraid of asking questions like. “Why” is the best tool of gaining knowledge. Use it as more as you can.

Subscribe to my newsletter and follow me on Mastodon to receive new interviews on management and leadership on this blog.

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Prefer not to know ★

There’s an endless flood of information. It keeps going 24/7.

And not just information. Knowledge, too. Courses, webinars, conferences, new technologies. We’re forced to be aware of all those things, care about them, have an opinion on them. But should we?

We learn so many things through life that we’ll never put to use. Daily we receive more information than average person from 19th century probably received in their life span. For example, in 2011, Americans took in five times as much information every day as they did in 1986. That’s insane!

We’re overdosed with knowledge. The worst thing is that we’ve decided that we’re obliged to know everything and be always aware. We are voluntarily agreed to have our attentional filters overwhelmed on a regular basis. We should leave some mental space for just being, instead. As we used to do 30−50 years ago.

I remember that even in my childhood that took place in 1990s we didn’t have this problem. On the contrary, people had to make a lot of effort to gain some knowledge, to get some information. To read up for exams you have to go to the library or ask a friend who had a PC to visit him so you could search something on the internet. You had to be creative to get information.

So much we didn’t know back then! And we couldn’t care less that we don’t. We didn’t consider whether it was a lack of knowledge or we were uneducated. We simply didn’t give a fuck about that. We were much more easy-going and didn’t put a pressure on us for not knowing. Things are different today, bad different.

So when I hear people say:

— Oh, there this ChatGPT thing. I have to learn more about it…

— Oh, there’s this Barbie thing, I should create a pic of me as a Barbie doll

… Oh. there’s a new program language I should learn to code in…

I think to myself, “Jeez, I am lucky not to know!” Because no matter how hard I try to filter the incoming flow of information, people still will bring it up and post it anyway. There’s literally nowhere to hide from it these days.

I prefer not to overload my brain with that information. I prefer not to know. 'Cause let’s be honest, 99% of news and information on our feeds is a complete bogus. It’s useless. So why bother? Why waste our energy, motivation, and attention on it? Why please interests of those who will not care back?

You don’t need to know everything that is out there. It’s hard to be good at one thing, and yet people try to be good at plenty. Instead of stuffing your brain with another new technique do what you already do well and perfect your routine. And choose wisely and thoroughly what you want to see on your feed, what you’d like to draw your attention on.

Know your drill. Keep your focus clear and steady. Prefer not to know.

Subscribe to my newsletter and follow me on Mastodon to receive new interviews on management and leadership on this blog.

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The less, the better

For six years of writing I used to believe the more platforms I post on, the better. It wasn’t a very effective strategy.

Yesterday I deleted my Twitter and Instagram accounts, and soon my Telegram channel will be closed. Starting from today I will keep writing only on these three platforms: this website, Substack, and Mastodon.

The less platforms I have to maintain, the more attention I can pay to the writing and not the distribution.

If you’ve been feeling overwhelmed lately, seek an opportunity to reduce the amount of projects, errands, and tasks you’re dealing with. Keep three the most important to-dos you have on your list, start with them and drop everything else. You’ll get back to it later after you’ve handled the essentials.

If three is too much for you right now, cut it to one to-do. The less, the better:

  • Doing three projects? Take a break in two, and finish the one with higher priority.
  • Reading three books, none is finished? Pick one, finish it, then move to the next one.
  • Repair works are stuck and it’s all a mess? Stop everything and choose one, for example, fix a kitchen door that’s been out of order for weeks.

When life pushes hard, don’t try to bear it all on your shoulders. Reduce the number of options, select the most important thing to focus on, and after it’s done move to the next most important thing on your list.

One-thing-at-a-time strategy always works, plenty-things-at-a-time strategy—not so often. The less, the better.

To stay in touch: follow me on Mastodon, subscribe to my newsletter on Substack, or grab the RSS feed. See you there!

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Major deadline

When one of your relatives or close friends passes away, something in you must change. It must break your heart. It must be painful and sad. It must make you think things over.

We became too cynical about death. We take it as something regular, something that doesn’t touch our souls or bother us at all. That’s not OK.

Death is a major deadline. The only real deadline we have in life. The death of a close person is a reminder that you can leave this life at any moment.

No Comments 2023

Marketing is BS ★

Marketing is everywhere. Someone’s ad is targeted at you when you’re taking shit. Someone is trying to sell you their stuff right now while you’re reading this post. Brands have gone too far playing this marketing game. It stopped being funny. It has become more of a burden.

People are tired of marketing. Badly. Especially of the one that teaches how to live your life, treat your kids, or become a better version of yourself. They say, “You're imperfect. Do this and you’ll become that. Buy this thing and it’ll empower you to do those cool things.” All kind of bullshit like this is ubiquitous. It’s all over the place.

Brands keep selling magic pills when people know it’s a myth. Fuck them.

No surprise we’re so tired of marketing. No one likes to be taken for a fool. People have learned most of the marketing tricks they used to fall prey to. They don’t fall for them anymore. But most marketers are too short-sighted to see that. So they keep pushing.

People don’t want to be manipulated or be taken advantage of anymore. They seek respect, trust, and care. They look for help, support, and understanding. They have always been looking for those things, long before marketing was invented. People want to see they’re heard.

To put it simply, marketing is any communication between a brand and a customer. However, most of the time you don’t even know you’re a customer. Brands simply push something towards you without asking: an email, a message, a call, an advertisement.

You’re no longer taking an active part in this play. You’re an impersonal audience they sell to. You are to watch and choose between Y and N buttons. That’s your role when it comes to marketing today. No one give a shit what you need.

But marketing is not about selling by force. It’s about selling to the right people by fitting their needs and solving their problems the way they expect.

Moreover:

  • Marketing is not about bombarding people with calls and emails. It’s about talking to the right person as if it was a private meaningful conversation with a friend which is in need right now.
  • Marketing is not about deciding what is the best color for the CTA-button or if it should have an outline and a shadow. It’s about finding the right words and images to convey your message, to make others feel they belong.
  • Marketing is not about a bouncing popup-window that appears when you’ve just opened the website. It’s about letting people look through your page and make an informed decision on their own.

We need to remarket marketing. We need to have a clear and honest conversation with people we’d like to see as our customers and clients. That would be a great start.

Subscribe to my newsletter and follow me on Mastodon to receive new interviews on management and leadership on this blog.

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How to make a great interview

No one likes taking part in a dull, predictable conversation. No one likes watching boring interviews. But all of us enjoy interviews that accidentally turn into an argument or that make us feel good about ourselves. The best way to do that is to ask thought-provoking and insightful questions such as:

  • What did you feel when your father passed away? How would you describe that feeling?
  • Why you didn’t leave the country after those events? What impact did this decision have on you?
  • What’s your attitude to those who thinks this way? Do you agree they should be…

You got the idea. Thought-provoking questions are necessary if you want your interview to be engaging and memorable both for your guest and your audience. Here’s how they contribute to that.

Thought-provoking questions:

  1. Help you stand out among other interviewers.
  2. May lead to a series of questions and topics you didn’t expect to arise.
  3. Make the interviewee look good or put them on the spot instead.

These types of questions spice things up and put your interviewee on a spot. It shouldn’t necessarily be an open conflict, but it should be provocative and hard to answer right away. Easy questions have no challenge for the interviewee. So this is one way to use those questions: create a small conflict and push the buttons that may lead to a debate.

Though there’s another way to use thought-provoking questions. Put the interviewee in a spot where they can express their opinion and prove their expertise and status. Give them the green light to show their best side. That’s why people do interviews: to build their media platform, to share their ideas with a new audience, and to feed their ego.

It’s totally fine to use insightful questions to make your hero look good in the eyes of their followers. Their answers will also make their audience feel smart, valued, and honored.

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Protect your people

Working in studios designers face three challenges:

  1. Toxic environment: time tracking, project managers constantly hanging over your shoulder, endless meetings, and other.
  2. Lack of direct communication with a client. Managers are often a hindrance, not a solution of the problems. Designers act blindly.
  3. Useless and unimportant work. People are thrown on projects and products no one cares about. That’s devastating.

If you’re a leader, a manager, or a CEO, avoid these three things in your team. Protect your people’s time, respect their focus, and feed the motivation.

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Keep your pace ★

Writers and designers are afraid of ChatGPT and other AI services popping up all over the place. They shouldn’t be. It won’t leave you out of work unless you do one thing: keep moving.

TV didn’t kill theater. The internet didn’t kill TV. Remote work didn’t kill offices. Those things changed the game, but didn’t kill prior technologies. They just kept going. Nobody likes change, but it’s not death.

AI is yet another tool to your arsenal. It won’t replace you, because it can’t feel and reflect. It runs algorithms designed by… humans. It was designed to replicate and repeat ideas invented by humans. And most of the work today can’t be trusted to AI. Not without a human supervision.

ChatGPT can write a good summary, give some ideas, and spur your imagination. But it can’t create new meanings. Humans exceed AI in innovation. And I don’t think AI will ever come any close to what we are capable of when it comes to creating new paradigms, concepts, and ideas.

Don’t panic. It’s a long-term run. A marathon, not a sprint. Keep your pace and stay in the game as long as you can by bringing new meanings and ideas to the people you serve. It never goes out of fashion.

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Be careful with bold ★

I ran into this thread by Andrew Nalband where he shares a technique of marking text bold and color highlights to make it easier to scan the draft. Good point, but he does it the wrong way.

Take a look at Andrew’s draft. You can see words, but they make no sense without a context. What does mean “content” in the middle of the first sentence? How is that related to “presentation” and other words marked bold below? You have to read the whole sentence to understand this text.

Here’s another example. I excerpted a few paragraphs from El Pais article and marked their random parts bold. If you read only the bold text, you won’t get a shit of what’s going on here.

Bold text in the middle of a paragraph is a bad idea. It doesn’t help a reader get to the main idea faster and doesn’t make it easier to skim through. On the contrary, it creates additional visual noise and thus hinders reading.

In the end, a reader has to do the double work: read the whole text and fight the distraction. You wanted to draw their attention to some important fact, but instead you made them read the whole thing.

Fortunately, it’s easily fixable. Mark text bold only in the beginning of a paragraph. In this case, your text will look like my post about failures:

This way you don’t have to jump over the text, all you need to do is to scan the beginnings of the paragraphs. It’s way faster and easier to do.

It’s also more convenient for a reader to digest a piece structured this way. Even if people won’t read the whole piece, they’ll be able to catch the core idea of my post and get what they’ve come for.

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