The Futur Founder Chris Do | How to communicate your value and get known | Awwwards San Francisco

empathy, and with maps, they know how to do these kinds of things, so once they identify who these people are, look for the gaps. Ok, I'm sorry. I'm going too fast, here we go, use all

your

creative energy,

your

curiosity, empathy and imagination, identify the task, the gap and the opportunity, it would look something like this, okay, you go through the day of your life and write down everything you They're trying to get that day done at home and at work and you try to figure out what's getting in the way of them achieving it. This is the gap and then use the rest to write down ideas that you can generate now.

You could use this for anything. for marketing that you could use to develop physical products or not, now I'm going to tell you how we found our audience so thatThe first part is this: we knew that there are a lot of really young charismatic people on YouTube, they are mostly inexperienced and didn't have any real knowledge , but they were very charismatic, then we learned that there are famous designers who are too busy and also. It was indifferent to get on YouTube because that was beneath them, but they were professionals and they had the experience, so we immediately saw this void that we could fill.

The second part we saw is that teachers want the best students, they want to make a difference. because that's why they got into teaching in the first place, not to make money, they want relevance, they want to develop intellectual property and generate passive income if possible and they want some flexibility, do I have to show up today or can I do it remotely ? they want something very similar if you can see the two, they almost align the students they want the best teachers they want to get a job they want the most relevant content and get the highest return on investment and they also want some flexibility, let's fill that gap ok next period people don't fall in love with corporations are you going to do this some audience participation in the next part people fall in love with ok it's not a unanimous crowd here I heard people fall in love with gaps that was nice of meta ok , I don't know about that ok people don't fall in love with corporations they fall in love with personalities ok so you need to find your voice you have to find your voice and I love this part so you know who Hasan Minhaj has to show a Patriot Act from Netflix.

It's amazing, so I was watching the show and he was talking about something. I thought, "This is great, he's a complete genius," he makes his face like a pie chart, says those who don't know. I know I'm 65% hip-hop and 17% of the rest of me is really about hair products and mid-90s NBA references and intense eye contact. I have seen what a wonderful way to define your own personal brand. your voice and there was something really interesting because it was the first time I saw a mainstream comedian talk about his brown culture, going to UC Davis and hating UC Santa Cruz and bringing some Hindi, I think, and doing the whole uncle and me thing. charm.

So when I saw it, it gave me permission to be myself and embrace you and all the weird parts of you, because the truth is, people are looking for belonging and they're trying to find their tribe, so I thought maybe I should try. . In my own head is my head, what does that look like? 68% modern Swiss typography, you know, 18% snapback caps, that's what boys have to do, 11% skin care products, designer glasses and point zero, one percent hair products, my sound is like this you don't use hair products that's why point zero one and you could use this for so many different things right 68 percent helvetica now 18 percent gothic champion bold feature and everything else , so I want to encourage you to make your own facial diagram and solve it. so I will help you and give you some directions.

Well, one is to think about the things that you are really passionate about and that make up a child's entire facial graph. What are your physical attributes? The weird things people say. you remind me that that's what you write your story where you come from your ethnicity all the parts you were ashamed of as a child celebrate now what skills you have what you're good at and what makes you peculiar the things that make you abnormal make you unique in the world and then use it as a voice or creation filter when you do something, push it through that funnel and see what comes out.

I have some examples to share with you, my son writes poorly. there is no dad, can you cuddle later when mom goes to sleep and calls you? Yes, I could do that, but I could turn this into a Twitter post, so use flag it, that's my filter. I'm a dad, a typographer and I'm crazy. work, why not write? And then I love these things, like the little Canon ones by Massimo Vignelli, and I'm looking for these things on Pinterest and they're poorly designed. Massimo would be rolling in his grave, so I redesigned them in the spirit of Massimo. forever, if you do it right, it will last forever and it's great, it's like underwear, you wear it, but it's not so you're not exposed, and then I started taking that, so I took the Paul Rand posters and just put his thoughts and design. so simple so okay, complicated right, I can't even read this one.

What is it? They're not trying to be original, they're just trying to be good. So when you do these things, sometimes you agitate other designers and I like to do it on purpose. So, the two most hated fonts, you know what's coming in Comic Sans. I have my intern working with him for a month and a half to style me. A poster didn't suck using Comic Sans. There it's suitable for Matrix and it's like which one is it? another papyrus yes, you know you want to say what you won't say, clever, will you go there? Yeah, I went there papyrus, you know, just to stir up emotions because I want to push buttons, okay, that means I'm not afraid. be polarizing so here are the four traits to be a compelling character guys ready here we go one must have a compelling backstory that's why I told you mine too you must have character flaws obviously three are the parables, the stories that I use to teach lessons and the last one that people struggle with the most is polarizing, you have to take a stand and come, okay, you have to be able to take that risk and stand up for something because what you do when you are polarizing it's that you incite people's passions, you stir up their emotions, you fire people up, you force them to do something, so I love this Nike campaign, it's just a crazy dream until you do it with Serena Williams and Colin Kaepernick, but you leave something the same. if that means sacrificing everything and then of course the Avengers infinite version of that which is believing in something even means sacrificing half of everything right it's that good okay sorry spoiler alert , okay, here we go, so what you want to do is get people.

To choose a side, are you on team Apple, yes, or team PC? Hmm, okay, are you a Marvel person or a DC person? Are you a new house core or Helvetica testing person now? What you have to do is get stuck in the middle because the middle is boring it's boring it's generic and no one cares people are indifferent to the middle they love me they hate me for one of the others well now here's an example I don't know if you are aware of the Wendy's Twitter account, wild, wild, okay, turns out Amy Brown was making the tweets and started noticing that McDonald's and the competitors were very corporate mumbo-jumbo and these tweets went viral because they were so refreshing because they weren't corporate. let me share with you some of those relationship tips, right, I want Wendy's but my girlfriend wants McDonald's, what do I do?

Randy's response they are playing fish in the sea, okay I know it's brutal and gross, here we go. McDonald's is best for freezing. beef retroactively story telling those guys my workshop is fine, why is your beef square? Because we don't take shortcuts so well, very well, okay, in and out, what should come out? Oh my gosh, here's the last one, I think this is the The last one is like this, this is Eric and he says: I hope all the people who ever thought he would fail see this thing that he has, he's proud to have his seat warmers, he has OK the McDonald's bag and then when it says, look at the logo on the bag, you failed. true it's great so if you want to be

known

take a side pick a lane and commit to it you'll be fine so i love this from dr.

Jordan Peterson says that to think you have to risk being offensive, that's what critical thinking is the friction that exists between what you think and what I think, that's where it exists. Well, now the best place to find critical thinking is the troll universe. Twitter is the best place, so I'm going to share with you my content strategy. Okay, this is where people engage in a vitriolic debate. It even matters if they know you're not well. Here is the content strategy. I've been using this one and it's been amazing. So far so good, what I want to do is test an idea, so I'll write something on Twitter if I have to.

We need to write in a really condensed format and I feel like a person who is fishing. I'm waiting for the trolls to come out. attack it what they do is help you write your own thought that you shouldn't say this you should say this and this is the wrong choice of words and usage look and you engage and then you take the new learning and you retweet it and if it works again, what What I do is turn it into a graphic that I could post on Facebook and LinkedIn. I'll write more about it and if it works I'll make a video and everything I'm doing.

It's converting one type of energy into another and you don't have to write a video like Pablo said, you can write a medium post and save your career and I just want to remind you of this. Okay, conversations are supposed to be direction. two-way, meaning you post something and you react, so we're having that dialogue. Many people make mistakes, they publish something in the universe and they don't read anything, they don't respond to anything that is not a conversation, so read. the comments will tell you what they want from you, okay, here's the strategy for long-form content, okay, so we make a lot of long-form content, we take a big chunk of the content, we chop it up into little bits. and we put it everywhere. on each platform and see what bites, see what people interact with, you can even ask them to put a timestamp on the video so you know what they're reacting to.

Now what you want to do is rethink it, possibly re-edit it and give it a new title. based on what people connect with, that's the formula, you just do it over and over again and then when you have a video that you think is attractive, you spend a little money and push it so that the audiences like it, the people who like this like this, okay? well, I'm in a good place, I'm going to rush through this last part, so what we want to do is outperform the competition because big companies are obsessed with secrecy, that's the old way of doing it that you don't want.

It's sure to be Silicon Valley's best kept secret, okay, so give them a tour of the factory and the insiders, take them behind the scenes and show them how the sausage is made. They will become your true fans. I'll give you one. For example, here I was in a W hotel in Taipei. I made a video with your brand. It was great. I have nothing to do with their brand, but we are the number one search result when you type hotel brand W to see the video. Well, think like a chef. Well, chefs literally reveal all their secrets, so what are your recipes?

Secret sauce mystery ingredient. Teach people how to do what you do. This could be seen as research. References. Drawings. Plans. Sketches. Interviews. What you want to do is start writing your cookbook, but then you sit there and say, well, I have nothing to say, what am I going to do right, so you heard this expression, teach what you know and then you get into this existential crisis and let's say, well, it's knowing anyway, so it might be discouraging, since I don't know, really, how could I teach that? So let's revisit the phrase teach while you learn now everyone can do that, teach while you learn, we launched a while ago. a typography course and to my surprise the $149 course made six figures upon launch and this is what days before each recording of each lecture did.

I only read enough to not sound like an idiot and no one has complained. Well, here's the experts forget the struggle they skip the important steps everything is very easy for them but the beginner's mind said teach while you learn you are curious you are more relatable you are honest you are transparent you make discoveries and create artifacts you rediscover it again with your audience as you share with them and they are very kind when you tell them that from the beginning, okay, see the progress, not the perfection, because we know that perfection can be paralyzing because great ideas take a long time to realize and we need the help. from others for this to happen we need money we need resources and it is very difficult to start and I love this from South Koda and it says that whoever fails the most wins, you want to play the gameforever as long as possible making small bets so make small decisions it's easier to change course and guess what there's no catastrophic end if you're wrong so here's the fair rule applied the fair rule okay it's something like this just to the sign just to the car just to the lamp post set small milestones and reach them, progress is contagious and momentum builds, meaning you can take a 1:12 pace project and turn it into 12 projects of a week, almost down here, summary, here we go, guys, you will see a channel that you already know.

To do this, okay, here we go, so you don't need to take other slides, here we go, help others achieve their goals, don't sell, an audience is bigger and more valuable than customers, treat them accordingly to become a attractive character, you must be. willing to take the risk of being polarizing and while others hoard their secrets, you share with all your seekers, teach the competition, teach while you learn, write your cookbook today and see progress, not perfection, now is a time incredible to be alive because there are no more gatekeepers no more middle management and there is no better time to be alive I'm going to fire you there are still some middle management I get it right I'm going to close with Gary Vaynerchuk and he said ideas are worthless execution is the game.

Thank you very much to all.