--- title: "Big Design Day 1 Keynote Review: Building a Culture of Innovation with Jeff Gothelf" description: Keynote Review of Building a Culture of Innovation with Jeff Gothelf at the Big Design conference Day 1. --- [![Key Lime Logo](https://info.keylimeinteractive.com/hs-fs/hubfs/Key%20Lime%20Logo.png?width=200&height=39&name=Key%20Lime%20Logo.png "Key Lime Logo")](https://keylimeinteractive.com/) - SERVICES - [All Services](https://keylimeinteractive.com/services) - [UX Strategy](https://keylimeinteractive.com/ux-strategy-design/) - [User Research](https://keylimeinteractive.com/user-research/) - [UX/UI Design](https://keylimeinteractive.com/ux-design-strategy/) - [EmTech Strategy](https://keylimeinteractive.com/emerging-technology/) - OUR WORK - [Our Approach](https://dev.keylimeinteractive.com/our-approach/) - [Enterprise Clients](https://keylimeinteractive.com/work/) - [Public Sector](https://keylimeinteractive.com/public-sector-gsa-schedule/) - [ABOUT US](https://keylimeinteractive.com/about-us/) - [Who We Are](https://keylimeinteractive.com/about-us/) - [People](https://keylimeinteractive.com/our-team/) - [Careers](https://workforcenow.adp.com/mascsr/default/mdf/recruitment/recruitment.html?cid=1eb079d3-bb50-438a-a731-eaa18a982193&ccId=19000101_000001&lang=en_US) - INSIGHTS - [CX Blog](https://info.keylimeinteractive.com) - [Events](https://keylimeinteractive.com/upcoming-events/) - [Competitive Indexes](https://keylimeinteractive.com/reports/#rankings) - [White Papers](https://keylimeinteractive.com/reports/) - [CONTACT US](https://keylimeinteractive.com/contact/) [![](https://keylimeinteractive.com/wp-content/uploads/2024/02/key-lime-interactive.svg)](https://info.keylimeinteractive.com/) - [What We Do](https://keylimeinteractive.com/ux-research-services/) - [Proven Process](https://keylimeinteractive.com/proven-process/) - [About Us](https://keylimeinteractive.com/about-us/) - [Meet Our Team](https://keylimeinteractive.com/our-team/) - [Careers](https://keylimeinteractive.com/careers/) - [News](https://keylimeinteractive.com/news/) - [Blog](https://info.keylimeinteractive.com/) - Resources - [Case Studies](https://keylimeinteractive.com/case-studies/) - [Events](https://info.keylimeinteractive.com/events) - [What We Do](https://keylimeinteractive.com/ux-research-services/) - [Proven Process](https://keylimeinteractive.com/proven-process/) - [About Us](https://keylimeinteractive.com/about-us/) - [Meet Our Team](https://keylimeinteractive.com/our-team/) - [Careers](https://keylimeinteractive.com/careers/) - [News](https://keylimeinteractive.com/news/) - [Blog](https://info.keylimeinteractive.com/) - Resources - [Case Studies](https://keylimeinteractive.com/case-studies/) - [Events](https://info.keylimeinteractive.com/events) [Contact us](https://info.keylimeinteractive.com/contact) [![](https://keylimeinteractive.com/wp-content/uploads/2024/02/key-lime-interactive.svg)](https://info.keylimeinteractive.com/) - [What We Do](https://keylimeinteractive.com/ux-research-services/) - [Proven Process](https://keylimeinteractive.com/proven-process/) - [About Us](https://keylimeinteractive.com/about-us/) - [Meet Our Team](https://keylimeinteractive.com/our-team/) - [Careers](https://keylimeinteractive.com/careers/) - [News](https://keylimeinteractive.com/news/) - [Blog](https://info.keylimeinteractive.com/) - Resources - [Case Studies](https://keylimeinteractive.com/case-studies/) - [Events](https://info.keylimeinteractive.com/events) - [What We Do](https://keylimeinteractive.com/ux-research-services/) - [Proven Process](https://keylimeinteractive.com/proven-process/) - [About Us](https://keylimeinteractive.com/about-us/) - [Meet Our Team](https://keylimeinteractive.com/our-team/) - [Careers](https://keylimeinteractive.com/careers/) - [News](https://keylimeinteractive.com/news/) - [Blog](https://info.keylimeinteractive.com/) - Resources - [Case Studies](https://keylimeinteractive.com/case-studies/) - [Events](https://info.keylimeinteractive.com/events) [Contact us](https://info.keylimeinteractive.com/contact) - - - # Big Design Day 1 Keynote Review: Building a Culture of Innovation with Jeff Gothelf [By Key Lime Interactive](https://info.keylimeinteractive.com/author/key-lime-interactive) October 07, 2014 [UX Strategy](https://info.keylimeinteractive.com/topic/ux-strategy), [Multicultural UX](https://info.keylimeinteractive.com/topic/multicultural-ux), [Events & News](https://info.keylimeinteractive.com/topic/events-news) - [Tweet](https://twitter.com/share) Author of Lean UX: Applying lean principles to improve user experience (O’Reilly 2013). - See more [here](http://www.jeffgothelf.com/blog/about/#sthash.JWToA8dn.dpuf). As a first time attendee to Big Design Dallas this year, I did not know what to expect. Sure, I’ve been to more that my fair share of business conferences but my comfort zone lies squarely in digital marketing. I really enjoyed Jeff Gothelf talk and wrote a Keynote Review of his talk on Building a Culture of Innovation. [Jeff Gothelf](http://www.jeffgothelf.com/blog/) did a great job setting my expectations. He started off talking about the fact that in today’s marketplace we’re all essentially in the software business (and oh what a fast-moving business it is!). Amazon launches new code to some piece of their production environment every 11.6 seconds. That’s a lot of code. There’s a ton of data coming at you at any given moment. How the heck are you supposed to take advantage of this firehouse of information? How can you maximize the productivity and creativity of your team?   The short answer: You must build a culture of innovation - one that values learning as much as delivery.   There’s two types of strategies to consider here: 1. Deliberate Strategy - You know the one. The one where the C suite has all the answers and they tell you exactly what to do. 2. Emergent Strategy- A new way of thinking based on the opinion that we all approach our work as a hypothesis. We test it and let the team learn as much as they can building in slack for experimentation. So how do you do that? What makes a successful innovated team? A few do’s and don’t’s apply.   DON'T - Build silos – Don’t set up your teams to compete. Design vs Engineering vs Product Management. You all work for the same company. You all should want the same thing. - Lose sight – Always take a step back and think about where you are headed. Don’t get pulled down the rabbit hole. Steady progress to the finish line. - Sit in your cube – Collaborating with your team is a great way to find new solutions to old problems. Collaborating will allow you to build on each other’s ideas creating something that no one thought of single-handedly. - Fixate on job titles – Don’t limit the contribution because good ideas can come from anywhere. - Be afraid of failure - Don’t just do enough not to get fired - Establish arbitrary deadlines - If they are not necessary then we don’t need them    DO - Keep the team small – Don’t forget Jeff Bezo’s rule: Your team should be able to consume two pizzas (approx. 6-8 people) This is a perfect size to encourage team accountability. - Keep your team in the same location – Ideally sitting together but if not at least awake at the same hours. - Make sure your team is self-sufficient – Give them the tools and resources to get the job done - Don't make a roadmap! - Because no one ever follows the road map to a T. If you do make one, understand that there may be some detours along the way. Gilt doesn’t have a roadmap. They seem to be just fine. - Revisit corporate goals – Take a look at your goals quarterly. How are you doing? Are there adjustments to be made? Do we have strong targeted business goals? - Encourage a culture of ownership - Take smaller risks – Create small wins along the way. You don’t climb a mountain in a single step. - Promote competency over roles – If you have someone who is proficient and contributing it doesn’t matter what their role is. Encourage them.   **Features are not a measure of success** Examples: the MS paperclip example and your own TV remote (with too many feature buttons!)   Not surprisingly, Jeff views the annual budgeting process as an innovation killer. The Ladders had a great plan. Fifty people spent 9 months building a job search concierge service that no one wanted. A system that did not improve a single meaningful metric. What if they had tested that idea? A small quant test with 100 people with a customer survey could have saved them a lot of time and trouble.   Time and time again if you give your team a meaningful business goal, they will typically rise to the occasion. Do you want increase repeat visitors? Let them figure it out   **Give people a problem to solve not a solution to implement**   In the end here’s 3 compelling reasons to build that innovation culture: 1. Make customers happy because you will actually solve their problems 2. Reduce wasteful products because you won’t be spending your time on non-important things 3. Increase employee morale because they get to solve problems   I really enjoyed Jeff’s talk and I will probably be buying his book. You should, too. ###### More by this Author [Key Lime Interactive](https://info.keylimeinteractive.com/author/key-lime-interactive) ##### You might also like ![3 Areas Where UX Can Help Build Brand Goodwill](https://info.keylimeinteractive.com/hubfs/pexels-monstera-rising%20revenue.jpg) [3 Areas Where UX Can Help Build Brand Goodwill](https://info.keylimeinteractive.com/3-areas-where-ux-can-help-build-brand-goodwill) October 07, 2014 ![4 Ways UX Researchers Can Learn From Nonprofit Work](https://info.keylimeinteractive.com/hubfs/Wavy_Lst-18_Single-01.jpg) [4 Ways UX Researchers Can Learn From Nonprofit Work](https://info.keylimeinteractive.com/4-ways-ux-researchers-can-learn-from-nonprofit-work) October 07, 2014 ![Design Futures and Strategic Foresight](https://info.keylimeinteractive.com/hubfs/pexels-ivan-bertolazzi-2681319.jpg) [Design Futures and Strategic Foresight](https://info.keylimeinteractive.com/design-futures-and-strategic-foresight) October 07, 2014 #### Comments [Add Comment](https://info.keylimeinteractive.com/big-design-day-1-keynote-review-building-a-culture-of-innovation-with-jeff-gothelf#comment-form) ABOUT KLI [Key Lime Interactive](https://keylimeinteractive.com/about-us)is a user experience research and service design agency, with a sweet spot for emerging technology. As UX experts, our goal is to make your life easier, optimize user experiences, and make the world a better place. - [Recent](https://info.keylimeinteractive.com/big-design-day-1-keynote-review-building-a-culture-of-innovation-with-jeff-gothelf#tabs-0) - [Popular](https://info.keylimeinteractive.com/big-design-day-1-keynote-review-building-a-culture-of-innovation-with-jeff-gothelf#tabs-1) ![Upsell with Purpose: Fueling SaaS Growth Through User Insight](https://info.keylimeinteractive.com/hubfs/Multiethnic%20group%20of%20young%20people%20sitting%20in%20conference%20room%20and%20brainstorming%20on%20business%20meeting.jpeg) [Upsell with Purpose: Fueling SaaS Growth Through User Insight](https://info.keylimeinteractive.com/upselling-in-a-saas-environment-with-a-user-centric-approach) Aug 21, 2024 ![5 Ways to Get the Most Out of Working with a UX Research Consultant](https://info.keylimeinteractive.com/hubfs/Attractive%20businessman%20speaking%20with%20fellow%20coworkers.jpeg) [5 Ways to Get the Most Out of Working with a UX Research Consultant](https://info.keylimeinteractive.com/5-ways-to-get-the-most-out-of-working-with-a-ux-research-consultant) Aug 21, 2024 ![Designing Engagement Through Micro-Interactions](https://info.keylimeinteractive.com/hubfs/AI-Generated%20Media/Images/A%20closeup%20shot%20of%20a%20finger%20gently%20tapping%20a%20digital%20button%20on%20a%20sleek%2c%20modern%20interface.jpeg) [Designing Engagement Through Micro-Interactions](https://info.keylimeinteractive.com/the-significance-of-micro-interactions-in-shaping-user-engagement-and-experience) Aug 21, 2024 ![What is the Keystroke-Level Model?](https://info.keylimeinteractive.com/hubfs/Keystroke.jpg) [What is the Keystroke-Level Model?](https://info.keylimeinteractive.com/what-is-the-keystroke-level-model) Aug 21, 2024 ![Current-State vs. Future-State Journey Mapping](https://info.keylimeinteractive.com/hubfs/destination-2386255_1280.jpg) [Current-State vs. Future-State Journey Mapping](https://info.keylimeinteractive.com/current-state-vs.-future-state-journey-mapping) Aug 21, 2024 ![A History of Voice Technology](https://info.keylimeinteractive.com/hubfs/Screen%20Shot%202020-08-11%20at%2012.18.34%20PM.png) [A History of Voice Technology](https://info.keylimeinteractive.com/history-of-voice-technology) Aug 21, 2024 Create a UX Strategy [![key-lime-interactive-ux](https://info.keylimeinteractive.com/hs-fs/hubfs/key-lime-interactive-ux.png?width=635&height=634&name=key-lime-interactive-ux.png)](https://keylimeinteractive.com/ux-strategy-design) ### Post By Topics - [Research Methods](https://info.keylimeinteractive.com/topic/research-methods) - [UX Strategy](https://info.keylimeinteractive.com/topic/ux-strategy) - [Events & News](https://info.keylimeinteractive.com/topic/events-news) - [UX Research](https://info.keylimeinteractive.com/topic/ux-research) - [User Experience](https://info.keylimeinteractive.com/topic/user-experience) - [User Interface](https://info.keylimeinteractive.com/topic/user-interface) - [UX](https://info.keylimeinteractive.com/topic/ux) - [News](https://info.keylimeinteractive.com/topic/news) - [Mobile UX](https://info.keylimeinteractive.com/topic/mobile-ux) - [Usability Testing](https://info.keylimeinteractive.com/topic/usability-testing) - [Competitive Research](https://info.keylimeinteractive.com/topic/competitive-research) - [UX Design](https://info.keylimeinteractive.com/topic/ux-design) - [Eye tracking & Biometrics](https://info.keylimeinteractive.com/topic/eye-tracking-biometrics) - [Qualitative Research](https://info.keylimeinteractive.com/topic/qualitative-research) - [Customer Experience](https://info.keylimeinteractive.com/topic/customer-experience) - [Journey Mapping](https://info.keylimeinteractive.com/topic/journey-mapping) - [DEI](https://info.keylimeinteractive.com/topic/dei) - [Remote Testing](https://info.keylimeinteractive.com/topic/remote-testing) - [User Experience Consultant](https://info.keylimeinteractive.com/topic/user-experience-consultant) - [VR](https://info.keylimeinteractive.com/topic/vr) - [XR](https://info.keylimeinteractive.com/topic/xr) - [Multicultural UX](https://info.keylimeinteractive.com/topic/multicultural-ux) - [Mobile Banking](https://info.keylimeinteractive.com/topic/mobile-banking) - [Quantitative Research](https://info.keylimeinteractive.com/topic/quantitative-research) - [App Development](https://info.keylimeinteractive.com/topic/app-development) - [User Experience Research Studies](https://info.keylimeinteractive.com/topic/user-experience-research-studies) - [Diversity Equity Inclusion](https://info.keylimeinteractive.com/topic/diversity-equity-inclusion) - [UI](https://info.keylimeinteractive.com/topic/ui) - [Voice Technology](https://info.keylimeinteractive.com/topic/voice-technology) - [Accessibility](https://info.keylimeinteractive.com/topic/accessibility) - [Behavioral Personas](https://info.keylimeinteractive.com/topic/behavioral-personas) - [Diary Study & Ethnography](https://info.keylimeinteractive.com/topic/diary-study-ethnography) - [Global Research](https://info.keylimeinteractive.com/topic/global-research) - [Inclusivity Index](https://info.keylimeinteractive.com/topic/inclusivity-index) - [User Testing](https://info.keylimeinteractive.com/topic/user-testing) - [Card Sort & Tree Test](https://info.keylimeinteractive.com/topic/card-sort-tree-test) - [Human-first Approach](https://info.keylimeinteractive.com/topic/human-first-approach) - [Personalization](https://info.keylimeinteractive.com/topic/personalization) - [CX](https://info.keylimeinteractive.com/topic/cx) - [Diary Study](https://info.keylimeinteractive.com/topic/diary-study) - [In-Depth Interviews](https://info.keylimeinteractive.com/topic/in-depth-interviews) - [Inclusivity](https://info.keylimeinteractive.com/topic/inclusivity) - [A/B Testing](https://info.keylimeinteractive.com/topic/a-b-testing) - [CX Research](https://info.keylimeinteractive.com/topic/cx-research) - [IDIs](https://info.keylimeinteractive.com/topic/idis) - [Bias](https://info.keylimeinteractive.com/topic/bias) - [Personas](https://info.keylimeinteractive.com/topic/personas) - [Research Participant Recruitment](https://info.keylimeinteractive.com/topic/research-participant-recruitment) - [Usability](https://info.keylimeinteractive.com/topic/usability) - [Women in UX](https://info.keylimeinteractive.com/topic/women-in-ux) - [Workshops](https://info.keylimeinteractive.com/topic/workshops) - [Customer Journey Mapping](https://info.keylimeinteractive.com/topic/customer-journey-mapping) - [Remote Research](https://info.keylimeinteractive.com/topic/remote-research) - [Research Analysis](https://info.keylimeinteractive.com/topic/research-analysis) - [UX Methods](https://info.keylimeinteractive.com/topic/ux-methods) - [Webinars](https://info.keylimeinteractive.com/topic/webinars) - [Anthropology](https://info.keylimeinteractive.com/topic/anthropology) - [Competitive Benchmarking](https://info.keylimeinteractive.com/topic/competitive-benchmarking) - [Competitive Insights](https://info.keylimeinteractive.com/topic/competitive-insights) - [Competitive Intelligence](https://info.keylimeinteractive.com/topic/competitive-intelligence) - [Confirmation Bias](https://info.keylimeinteractive.com/topic/confirmation-bias) - [Ethnography](https://info.keylimeinteractive.com/topic/ethnography) - [Gaming](https://info.keylimeinteractive.com/topic/gaming) - [Healthcare CX Design](https://info.keylimeinteractive.com/topic/healthcare-cx-design) - [Healthcare Customer Experience Design](https://info.keylimeinteractive.com/topic/healthcare-customer-experience-design) - [Heuristics](https://info.keylimeinteractive.com/topic/heuristics) - [Unmoderated](https://info.keylimeinteractive.com/topic/unmoderated) - [sample size calculation](https://info.keylimeinteractive.com/topic/sample-size-calculation) - [AI development](https://info.keylimeinteractive.com/topic/ai-development) - [Biometrics](https://info.keylimeinteractive.com/topic/biometrics) - [Communication](https://info.keylimeinteractive.com/topic/communication) - [Competitive Intelligence Analysis](https://info.keylimeinteractive.com/topic/competitive-intelligence-analysis) - [Concept Testing](https://info.keylimeinteractive.com/topic/concept-testing) - [Consultant](https://info.keylimeinteractive.com/topic/consultant) - [Custom Projects](https://info.keylimeinteractive.com/topic/custom-projects) - [Dedicated Services](https://info.keylimeinteractive.com/topic/dedicated-services) - [Digital Divide](https://info.keylimeinteractive.com/topic/digital-divide) - [Impact](https://info.keylimeinteractive.com/topic/impact) - [Keystroke Level Model](https://info.keylimeinteractive.com/topic/keystroke-level-model) - [Literature Review](https://info.keylimeinteractive.com/topic/literature-review) - [Negotiation in UX](https://info.keylimeinteractive.com/topic/negotiation-in-ux) - [Nonprofit UX](https://info.keylimeinteractive.com/topic/nonprofit-ux) - [Presentation](https://info.keylimeinteractive.com/topic/presentation) - [Rapid Research](https://info.keylimeinteractive.com/topic/rapid-research) - [Report](https://info.keylimeinteractive.com/topic/report) - [SaaS](https://info.keylimeinteractive.com/topic/saas) - [UX Templates](https://info.keylimeinteractive.com/topic/ux-templates) - [World Usability Day](https://info.keylimeinteractive.com/topic/world-usability-day) - [digital design](https://info.keylimeinteractive.com/topic/digital-design) - [persona](https://info.keylimeinteractive.com/topic/persona) - [user engagement](https://info.keylimeinteractive.com/topic/user-engagement) ![ ](https://keylimeinteractive.com/wp-content/uploads/2024/05/aicpa-soc-certified.png) ![Logo of the National Minority Supplier Development Council with colorful abstract shapes and text.](https://keylimeinteractive.com/wp-content/uploads/2024/05/NMSDC-Logo-NATIONAL-1024x716.jpg) ![Logo with the text "Insights Association" and colorful squares forming a pattern above the text.](https://keylimeinteractive.com/wp-content/uploads/2024/02/insights-association-logo-v2.png) ![](https://keylimeinteractive.com/wp-content/uploads/2024/02/key-lime-interactive.svg) Your Trusted Partner for UX Research Key Lime Interactive - [What We Do](https://keylimeinteractive.com/ux-research-services/) - [Proven Process](https://keylimeinteractive.com/proven-process/) Resources - [Case Studies](https://info.keylimeinteractive.com/case-studies) - [Events + Workshops](https://info.keylimeinteractive.com/events) - [Blog](https://info.keylimeinteractive.com/) Company - [About Us](https://keylimeinteractive.com/about-us/) - [Meet Our Team](https://keylimeinteractive.com/our-team/) - [Careers](https://keylimeinteractive.com/careers/) - [News](https://keylimeinteractive.com/news/) - [Security & Compliance](https://app.vanta.com/keylimeinteractive.com/trust/cylnxu23wx6pzvej7bloh9) - [Public Sector GSA](https://keylimeinteractive.com/public-sector-gsa-schedule/) Get in touch - [Contact Us](https://keylimeinteractive.com/contact) © 2025 All Rights Reserved. - [Privacy Policy](https://keylimeinteractive.com/privacy-policy/) - [Terms of Use](https://keylimeinteractive.com/terms/)