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The Newsletter | Edition 105
Progress Report is dedicated to providing inspiration for action. In our Off-White Papers, we provide practical guidance on how to respond to our rapidly-changing world. This newsletter explores those topics in real-time, with information and action steps on how to make progress now.

IN TODAY'S NEWSLETTER...
In some professions, good work comes with the surety of a light that turns on or a perfectly balanced equation. But brand strategy and innovation require navigation of a far less binary world of high subjectivity. We are constantly challenged to coalesce internally, and with clients, around what “good” looks like. So, how do we get to a shared understanding?
  1. Define the destination at every juncture, from Lindsey Marshall
  2. Embrace “bad” work first, from Payal Pereira
  3. Seek community and critique, from Ash Casper

“GOOD” IS A JOURNEY, NOT JUST A DESTINATION

From Lindsey Marshall

TL;DR

Of course setting goals and objectives at the outset of a project helps a team align around what’s important. But to only establish an end goal and not codify what success looks along the way would be like setting out for a week-long road trip and agreeing only on the destination. There are so many ways to get there: a straight shot 100 mph sprint, a stop at every quirky landmark, or hiking partway. Our job isn’t just to define the destination, but to be in continuous conversation about what success looks like at each juncture.

WHY IT MATTERS

Having continuous conversations about what “good” looks like along the way helps everyone align around what they need to do, what to expect, and how they might proactively course correct. It not only helps get to better work, but it also makes for a better experience for all.

ONE THING YOU CAN DO RIGHT NOW

Schedule regular check-ins to talk about what good work looks like at any given moment.

WAYS TO EVALUATE WHAT'S "GOOD"

  • Draft your own rubric to guide the assessment of work in a nuanced fashion.
  • Create a swipe file of inspiration you can use as a reference point.
  • Establish principles or tenets that help people prioritize or make decisions.
  • Work backward with a lens of actionability to make sure the work you’re currently doing would truly enable someone to move forward in the next phase.

BAD WORK IS A STEPPING STONE

From Payal Pereira

TL;DR

“Good work” and “bad work” are not always polar opposites. In her book Bird by Bird, writer Anne Lamott says, “give yourself permission to write shitty first drafts.” Having the freedom to do bad work, and recognizing what that looks like, is the first step to making good work.

WHY IT MATTERS

As humans, we're rewarded for caution and deliberation, and punished for coloring outside the lines. Especially as consultants, we are conditioned to feel like we always need to have the correct answer. As a result, the fear of having the wrong answer or doing bad work becomes a significant barrier to growth and learning. Doing bad work can feel like a fruitless and painful experience, but treating it as part of the process can help inform learnings that lead to good work.

John Kirwan, a professor at the University of Bristol, conducted an experiment to calculate the number of bad ideas that needed to be generated before arriving at a good one. He noticed that only three ideas out of 100 were interesting and original enough, concluding that having more ideas and exploring why the bad ones don’t work ultimately leads to good work.

ONE THING YOU CAN DO RIGHT NOW

Embrace the discomfort of bad work.

PUT IT INTO PRACTICE

  • Worst ideas first. Apply the concept of reverse thinking where you intentionally think of the worst ideas possible and work back to find new ways of problem solving.
  • No such thing as too many bad ideas. Use the 100 bad ideas framework to create an inexhaustible source of inspiration.
  • Vulnerability over perfectionism. Don’t be afraid to share bad work or work in progress throughout the project. With the right context in mind, clients can learn a lot and serve as useful collaborators on the journey to good work.

GOOD WORK IS BIGGER THAN US ALL

From Ash Casper

TL;DR

I recently watched Nyad, a film about Diana Nyad’s lifelong quest to swim the 110 mile journey from Cuba to the Florida Keys. After five attempts to take on the dangers of the open sea she finally crossed in the summer of 2013, at the age of 64. You read that right.

When Diana reached the shore after her 60+ hour swim, she said three things: 1) Never ever give up, 2) You're never too old to chase your dreams, and 3) It looks like a solitary sport, but it takes a team.

WHY IT MATTERS

As cliche as it is, what struck me most about this story was not just the will of a woman who wouldn’t back down from a physical and mental challenge, but the passion, support, and varied expertise of those who rallied around her to achieve this seemingly impossible feat. When she finally crossed the channel on her fifth time in 2013, she was surrounded by a crew of almost 40 people. Most important to the crew was not Diana, but Bonnie, her coach and best friend. Bonnie was the one who pushed Diana beyond what seemed possible and rallied the crew around the feat’s vision. She assembled a team made up of navigation experts who knew the sea inside and out, innovators who created a “lane” for her so that she could follow the boat closely and not stray off course, and medics who jumped in when Mother Nature threw curve balls, like a near-deadly jellyfish attack that almost took her life.

In order to do good, or might I say great, work we need to surround ourselves with voices and ideas that challenge our points of view and processes. Take initiative and create spaces where good ideas have the opportunity to thrive, no matter who from. Ask people how the work makes them feel, what it reminds them of, and how you could make it better. And above all else, maintain a gratitude and connection to the community who is on the journey with you, whether it’s to the Florida Keys or a Google Drive final files handoff. Without these open forums for discussion, critique, and shared ownership in the work, good work doesn’t exist.

ONE THING YOU CAN DO RIGHT NOW

Seek community and critique in every step.

SOME GOOD WORK HERE

Please add to it, if you'd like.

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