Andy Stefanovich HOW opening keynote

Imagine for a moment a room filled with thousands of like-minded individuals. Everyone is there for the same reason – to learn something new about the industry they love, to be inspired to be better and more excited about their chosen professions and to connect with people who understand the ins and outs of daily life as a creative professional.

This was exactly the scene at the 2010 HOW Design Conference this past June in the mile-high city of Denver, CO. In addition to being asked why attend industry conferences, I’m also asked how to get the most out of the experience. Let’s be real — the investment of time and money to attend any conference is pretty significant. You have the cost of admission, travel and lodging, and the days away from your family and your job! I’m a big believer in ROI (return on investment), so here are a few pointers on how to get the most from a conference experience.

In my last post about the HOW Conference, I focused on the importance of connecting with people. Here we will discuss the educational component of conference-going. In convincing yourself or your company to put up the cash for attendance, I’m guessing the most compelling reason was centered around what you could learn. There are some forward thinking managers who believe keeping you connected and inspired is important but, sadly, they seem to be a bit scarce. The question then is, “How do I maximize what I learn”?

First of all, walk up to the registration desk with a list of things you WANT to learn. Without looking at speakers and sessions decide what it is that your company, your career and your psyche want to glean from the conference. I’ve no doubt all afore mentioned entities know where they are and where they want to go. So, take a good hard look, unbiased by program offerings, at what you want to learn at the conference. I suggest the list be condensed to contain three items, no less and no more. With the list in hand register for sessions staying focused on what you want to learn.

Next, be open-minded about what you WILL learn. These may sound like contradictory ideas but they are actually complimentary. I’m a huge believer in charting a course but having the flexibility to make alterations along the way as unforeseen opportunities and obstacles come into your path. Don’t walk into sessions expecting ah-ha moments, miracles or perfection. Those do happen and every once in awhile you connect with what’s being said and have a “come-to-Jesus moment.” The presenters are people just like you sharing ideas and experiences. It’s 100% up to you what you learn because EVERYONE has something to teach. Look past personalities, communication styles and personal views and be open-minded about what you can take away. Attendees often spend more time critiquing every element of a presentation than looking for their own personal take-away. Sorry folks, but its not up to the event staff or the presenter to force a take-away into your hands. It’s laid out on the stage like a gift and it’s up to you to walk up receive it and take it home with you.

Kevin Carroll of Katalyst HOW closing keynote

The HOW Conference provides abundant opportunities to expand and deepen your knowledge about design, business, career growth, life balance and so much more. It requires self-examination, planning, a willingness to be flexible and a genuine desire to be open-minded. As a greater community of creative professionals interested in furthering the industry, the relationship between the staff, presenters and attendees is key to the success of any conference. By entering into an unspoken agreement to be positive and constructive, everyone who experiences the conference can walk away feeling they have contributed and gained insights to furthering the industry and their careers.

Next up: Why the HOW Conference… INSPIRATION

For more information on the HOW Conference, visit http://howconference.com

With just one week with to go, I am working through final touches on a few presentations, getting all the details together for a special edition of “Talk Story with Jeni”, putting the household in order including all the preparations for my daughter’s high school graduation and, of course, today will be spent shopping for that next pair of kick-ass shoes!

Here’s what’s happening as my preparations escalate. I’ll be doing my ever-popular chargeback workshop as a conference kick-off. This is not to be missed if you work in-house and are looking for the key (yes, the key) to proving your value to your organization. Titled “ Making Money Count and Value Real”, the workshop will be 3-hours long and walk attendees through the entire process of establishing a chargeback system that requires no executive approval and no exchange of monies. I call it a pseudo-chargeback system as it utilizes all the concepts of proper accounting practices but doesn’t require a departmental or corporate overhaul.

Additionally, I’ll be conducting a session titled “Becoming Priceless to Your Company” where we will build a toolkit of ideas and action plans attendees can take back to the office making themselves (and the team), PRICELESS to the organization.

And for the most exciting addition to the HOW Conference line-up… drum roll, please… a very Special Edition of my hit blog-radio show, “Talk Story with Jeni”. Years ago, my two dear friends and I were riding up the escalator of the conference in Boston. From behind we heard a voice yell out, “Hey, it’s speakers gone wild”. Steve, Jeff and I looked at each other, started laughing hysterically and at that moment decided that name would stick! After years of pitching the idea of the three of us conducting an open forum session for attendees to join in and discuss what’s really at the core of a designer’s soul, we did it! A week from Tuesday, Steve, Jeff and HOW magazine’s editor, Bryn will join me over the airwaves and discuss life, leisure and, of course, the industry of design. Don’t miss this event!

For more information on the HOW Conference, June 6-9, visit http://howconference.com

Now I’ve always considered what I do to be pretty close to a blood sport; however no one ever gave me a medal or played the national anthem when my work was done. No one kicked things off with a lighting of a torch – a lot of cigarettes, maybe, but no fancy cauldron of flame. And no one painted their faces for the final creative presentation. Perhaps if they would it would be more enjoyable, but it would also mean I would probably only get a job every four years as well.

As I thought more about parallels between the Olympics and my design career, I realized that I’ve indeed achieved Olympian heights much like those from my favorite Winter Olympic sport – ski jumping. Of all the winter sports, ski jumping has always appealed to me. It looks pretty simple. You don’t have to spend hours in the gym or days sweeping ice. And you get to keep most of your teeth.

So, in many ways, ski jumping and design are very similar. First of all, one of the hardest things about ski jumping is trust. It takes a great deal of trust to let go of the bar and sail down the ramp. It’s the same with design. Just like the ski jumper trusts his training and skis, I trust my training and abilities to solve the design challenges. Although I may not know exactly how I’m going to solve the problem or where and even when creative inspiration is going to come, I trust that it will. It always does.

Secondly, one of the most exciting parts of the ski jump is the leap at the end of the jump. It’s where the skier leaves the support of the ground and takes off into the unknown. I know that it’s hard and sometimes painful letting go of the familiar, the comfortable and the easy and leap into the unknown. It takes both courage and confidence, but it I’ve found it to be far more thrilling and rewarding than taking the stairs. It’s in the unknown where great design lives and it’s important to take that leap into that vast area in order to uncover it.

Finally, I balance. The last part of a clean jump for the skier is coming back down to earth and landing smoothly. I try to bring this into my daily life and release myself from the issues of design, the challenges of my client’s and the stress of running a business. I get way from it and focus on the more meaningful parts of life, bend my knees and stay in balance.

So, while our Winter Olympians have adopted their motto of Citius, Altius and Fortius (Faster, Higher, Stronger), I have adopted my own motto of Fiducia, Tripudio and Pondera (Trust, Leap, Balance). I encourage you to do so, too.”

Founder and principal of Kendall Ross Brand Development and Design, David Kendall specializes in the development and re-positioning of retail brands ranging from consumer goods and packaging to retail shopping centers. His work focuses on helping clients demonstrate and understand the value of their brand in a way that is distinct, authentic and relevant to their customers. Read more about David at http://www.kendallross.com

Steve consulted with over a hundred different creative professionals to extract the best 100 habits for running a freelance business. Not to mention pulling from his owe experiences as an independent designer. “I didn’t want to write another business book geared toward white-collar, suit and tie guys or as I like to call them, ’studio heads,’ or write an overly generic book talking about creativity and design. I wanted to create a reference guide for truly independent creative people.”

A compilation of advice on project and business management, creativity, collaboration and more, 100 Habits of Successful Freelance Designers is packed full of illustrations (designed by the author himself), sample work and actual quotes from successful independent creatives! Beautifully bound and a cover design that will not your socks off, this is a great book to read and to show off!

100 Habits of Successful Freelance Designers
By Steve Gordon Jr.