The strategy is delivery: it’s not complicated, it’s just hard

Neil Perkin does many interesting things. One of those things is organizing the so called “Google Firestarters” which he curates for Google UK. Last Monday he had invited Russell Davies, planning legend and now creative director at GDS, to come and talk about his learnings and insights working on Fascinating talk, well worth crossing the channel for.

For those who, like me, don’t know what GDS stands for: Government Digital Service. They lead the digital transformation of government.

Back to the talk. Russell talked about GDS and how they started working on, what their design principles were, how they made decisions about what to do and maybe more importantly what not to do. And every single thing they do is shared publicly, which is as you can see on the the principles, something they thoroughly believe in.

  1. Start with needs
  2. Do less
  3. Design with data
  4. Do the hard work to make it simple
  5. Iterate. Then iterate again.
  6. Build for inclusion
  7. Understand context
  8. Build digital services, not websites
  9. Be consistent, not uniform
  10. Make things open: it makes things better

Read all about it on the GDS design principles right here. The second part of his talk was about why all of the GDS’ learnings building are interesting for anyone in marketing & advertising. In the past it used to be difficult to make a brilliant product, but marketing was easy. The craft and machinery needed to make something brilliant was not accessible for many, the few media channels with immense reach to advertise to people was pretty easy to use. Today that has changed said Russell. Today making a brilliant product has become far more easy than it ever was, but marketing it has become very complex. And thus marketers today are focusing fully on trying to digitize the marketing part of things, whereas we should think about complete digital transformation of the business we’re in.

Other things they found out during the whole process. Things that we all need to think about and see how we can learn from it are:

Attention. It’s one thing to win people’s attention, it’s a whole different thing to make sure you respect the attention you were granted. There’s generally too much focus on getting people to notice what you’re doing and too little focus about making sure you do something with that attention. To quote Russell:

“If you made something brilliant and it doesn’t explain itself you haven’t made something brilliant”

Reputation. A brand is a promise, reputation is delivery. You can’t build a brand based on what you’re going to do.

Culture. When you want to transform your whole business like you should, everyone should be on board for this. You need to work on the culture of the company that digital thinking becomes the default mindset.

The product is the service is the marketing. Ask yourself: what would Amazon do? They would get it wrong for a while, then have more data than any traditional business ever will and they’ll win. Because of their digital thinking habit, not because they’re smarter.

Thanks for a great event Neil. Thanks for a great talk Russell.

Bonus link – From April 2014, digital services from the UK government must meet the new Digital by Default Service Standard. For that GDS developed the Government Service Design Manual, and yes also that is publicly available for all of us.

Image creditScriberia made the visualization of the talk.