September 19, 2018

The “Tech Stack” Trap

Summary: There are numerous ways that workers in today’s digital world wind up using the wrong tools and systems. But it all adds up to one thing: Their jobs are harder. There’s friction and lost opportunity along every step of the way, distorting not only the process, but also the outcomes.

I’ve been the dismayed observer of workgroups being gifted digital tools that are totally wrong for their jobs… and I’ve watched in amazement at the lengths these same users will go — out of frustration — to create clever hacks and workarounds.

My perspective comes from a career in the creative industry (here, and here) prior to moving over to tech/telecomm — but the problem pervades every industry.

One cause is a lack of structure… actually, no structure at all. Users confront a mess of scattered applications (email, spreadsheets, files on a network drive) that evolved and mutated over the ages. I jokingly call this a grassroots tech stack — cobbled together by people just trying to get through the day. Definitely not the result of any systematic approach.

Another cause might be a tool that simply has the wrong focus. Software systems acquired for some specific original purpose are then deployed across the enterprise in ways that would make even the creators of the system cringe.

At my place of work, we use an industry-standard software bug tracking system to manage our creative projects — from intake, project management, and task assignment, through creative development to stakeholder approvals and delivery to the offshore content integration team. Across town at one of New York City’s most esteemed museums, my friend there tells me that the exact same software is used for all kinds of amazing things including… when you need to ask for a new light bulb. And also sometimes for bug reporting.

(Check out my post on configuring Jira for creatives.)

I witnessed an accounting system that was designed for tracking inventory in a factory environment dropped onto an entertainment organization where nothing happens in a straight line — and especially not in the content production arm of the business where chaos reigns. The system didn’t just land with a thud. Howls of rage were registered on the far side of the Hudson River. Peace was eventually restored once Stockholm Syndrome set in.

We got here… how, exactly?

The reasons for a mismatch between whatever digital tools a company takes on, versus actual user needs, are many and varied.

Legacy systems: Software systems or tools have been in use for so long that the working teams accept it as normal or even think it’s great. While the business changes around them, the downtrodden users clack away at these legacy systems, falling farther and farther behind the times.

The False God of Standardization: Desktop software is sometimes viewed as a fixed one-size-fits-all tool or suite of tools. In reality, software designed for one business purposes might not be so awesome for other specialized tasks. Isn’t it obvious that there’s virtually zero overlap between the power users of Microsoft Office and the power users of Adobe Creative Cloud? Meanwhile, the organization erects obstacles against anyone who might want to explore alternative tools to find different and possibly better ways of working.

When IT and Biz Go Shopping: The groups in charge of technology or budgets can be isolated from the front lines of the business. As a result, they don’t understand the users’ unique needs or idiosyncrasies of the working groups. In the name of “single platform” or whatever, they’ll deploy a system that’s 80 percent good enough. But totally miss the 20 percent causing all the headaches for the end users.

Scope Creep: Tech systems can be acquired for one specific initial purpose and then spread across the company becoming adopted by unrelated teams. The new teams have to adapt their processes, and hack the tool, just to make it barely functional.

My grandfather, a master craftsman and cabinetmaker, said: “Never use a wrench if you need a hammer.”

The right tool for the job

Digital tools, whether desktop or server-based software, need to be purposefully designed for the activities and needs of the business units and working groups.

This reminds me of a bit of advice from my grandfather “Mac” Gepford — master craftsman and cabinetmaker: “Never use a wrench when you need a hammer.” (And he always took care of his tools, carefully brushing and oiling each one before putting them away at the end of every day in his workshop.)

In other words, if the tools don’t help… they hurt — dragging the work down and adding friction and distortion to every process. This was true in cabinetmaking. And it’s doubly true of modern digital tools.

End-users, rise up!

Business units and working groups must learn to exert their influence when it comes to the digital tools they use. They need a seat at the table during the discovery and evaluation phases, before the software or systems are purchased. In a better world, they would be able to go out and acquire their own tools. But the best way to make this shake out in your favor is if you have the means and the fortitude to develop tools of your own. This is the hard but also the glorious road.

(By the way, I’m a big champion for building such tools — because so often the use case is unique, or the available vendor solutions just haven’t caught up to the needs.)

Do you want a fighting chance at getting the tech you deserve? Then you’ve got to understand the players within your organization — find out who acquires the technology, and why. I’ll be sharing a few thoughts about the dynamics in this space, in an upcoming post.

Bottom Line: Technology that’s foisted on users can lead to a culture of disempowerment and acceptance of baked-in friction. Hacks are invented just to get the work done — but it distorts the process. Do I have to say it? This is not good.

July 31, 2018

Customer Experience and the Future of Design

Design’s role is changing with the times, and I’m seeing it first-hand as AT&T re-energizes its focus on Customer Experience.

Confession: After years as part of creative teams inside the entertainment industry, I know too much about how the sausage gets made. I know, for instance, that creativity can happen in a “design bubble” where ideas may get lightly vetted for whether the message is as clear, or effective as it should be.

I also know that creative teams are often aligned based on skillset — do you do video? social media? print? web? — and operate like independent kingdoms even at the Creative Director level. And if these teams don’t play well together, the work can splinter as the teams lose sight of the customer experience from a marketing perspective.

Then, the cracks start to appear.

This’ll show up when a network is launching a new program. When the commercial on television doesn’t look like the magazine ad doesn’t look like the website doesn’t look like any of the ads on third-party websites.

Read more

January 8, 2018

Rebuilding a Broken Digital Pipeline


After jumping in to salvage a crash-and-burn 80-hour product request, I spent six months reinventing a complex digital pipeline that spanned multiple creative and business units. With new processes, organizational change, and automation, the results were off-the-charts amazing.

Sometimes the Pipes Will Just Burst. Without Warning.

Last March I found myself halfway across the country buffing my brain at the Adobe Summit in Las Vegas. The conference was pretty much over for the day, and just as I was getting into happy hour… a panicked call came from the home office in New York.

My team had just received the Mother of all Job Requests — at the end of a grueling week producing digital marketing and web pages for a new iPad on Then, WHAM! Out of the blue, another device manufacturer decided to make a major product launch of its own — and my team was called back into action.

The upshot was that we had six working days to produce about 2,750 product image assets for our e-commerce catalog. One of our in-house client/partners had placed the order, with a hard deadline. They would not give us more time to do the work, even though I begged.

Read more

October 22, 2017

Me, talking about Digital Asset Management

I'm a DAM Champ

I’m a DAM Champ

I recently had a chance to share my thoughts on digital asset management, digital workflows, and creative operations technology with the great folks at Widen.

Digital Asset Management is where it all began for me. I installed my first DAM system more than 10 years ago, in my early days at Comedy Central. That experience sowed the seeds of a growing interest in technology that enables creative teams to thrive — especially tools that help production and creative workflows.

I’ve seen a steady proliferation of systems designed to meet a growing range of use cases. You don’t have to look any further than DAM and Creative Operations conferences — which are experiencing record-breaking attendance, combined with sponsor boom across many areas of specialization.

But even as these systems grow their capabilities and expand their reach, the glue that holds it all together is the foundational need to manage those digital assets in the first place.

You can find my interview on the Digital Asset Management blog — check it out.

Thanks to Melanie Olsen and Nora Gehin!

July 15, 2017

Killer Ops: The Tech Stack

About the Killer Ops series:

How can creative teams increase their Value Proposition? How can they become better strategic partners in the organization? Following the entrepreneurial model of Product Development, creative teams – and organizations – can learn to think and act like a startup, to develop a framework for continuous innovation, improved operations, and greater success.

What This is About: Analyze your creative Tech Stack by studying your current needs and existing tools, and mapping your toolkit ecosystem.

Why it Matters: A Tech Stack Canvas is a powerful way to analyze your core needs and evaluate your digital toolkit, using four quadrants. This visualization will structure your thinking about the Tech Stack you need to thrive — helping with your decision-making and your business case when the time comes to fight for better tools.

Read more

June 2, 2017

Get Better Jira in 7 Steps

Take Control of JIRA

by Kevin Gepford

Quick question: If a task management tool was offered free for your creative group, yet it was anti-collaborative, punchlist-focused, provided no way to visually manage your work, and worst of all was profoundly ugly… if all these things were true, would you accept it?

Who am I kidding… of course not!

But haha this is a trick question — in the real world you might not have a choice. The tragic truth is that creative teams are often forced into using a massively inappropriate tool, chosen by the IT or business sides of the org without any thought to creative’s needs.

That tool has a name. And its name is Jira.

Read more

May 4, 2017

8 Top Takeaways from Creative Ops Conference

Top 8

by Kevin Gepford

Creative Operations is on a roll.

Even just five years ago the term “Creative Ops” was barely even a thing. But now it’s popping up all over the place — via online jobs postings and LinkedIn, and conferences are beginning to take notice. Just a couple of years ago Henry Stewart added a day-long Creative Ops track to its premiere digital asset management conferences. And this year, Insight Exchange got into the action with a dedicated 2-day event of its own.

This is an exciting trend, and it’s right up my alley.

Read more

April 1, 2017

Conferences: Creative Operations Exchange

Creative Operations Leadership is Essential

by Kevin Gepford

When I joined AT&T’s digital creative team in the fall of 2016, my job title included a couple of words that even four years ago you didn’t hear very much. Those words were “Creative Operations.”

Change has happened quickly. Creative Ops, as a management concept, is popping up on online jobs postings and LinkedIn. This is definitely a trend — more and more creative organizations are devoting strategic leadership resources to getting the work done smarter and better.

Read more

March 3, 2017

Killer Ops: Empathy Maps

Empathy Maps

by Kevin Gepford

What This Is Gleans the juicy parts from your interviews to show what challenges your team, and what they see, think, feel, and hear.

Why it Matters Brings home the pain and aspirations of the people you work with and shows you the things that your Future Creative Ops might be able to resolve.

You’ve done the same during your interviews and persona development — uncovering numerous pain points within your team. Product Managers put a lot of effort into learning more about their customers to glean insights about their pains, needs and problems. This brings focus to the development of their product or app.

Read more

January 18, 2017

Killer Ops: The Power of Personas

Power of Personas

by Kevin Gepford

What This Is: User personas are composite profiles that represent clusters of users.

Why it Matters: Personas humanize the key themes across our creative work group, while stripping out the distraction of real identities. Personas capture the needs and behaviors of the people in our team, and also help inform your department direction and strategy.

Our journey of applying the methods of Product Management to Creative Operations continues with personas. Every app developer on the planet does this. I’m using personas during my current development project to create a centralized workflow system for the digital marketing group at AT&T.

Read more

December 19, 2016

Killer Ops: External Interviews

Series - A Farther Look

by Kevin Gepford

What’s Special About External Interviews? We’re getting the expert views of people outside our business workplaces.

Why External Interviews Matter An outside perspective will help give us context, inspiration, and confidence.

Research conducted within your team and organization will reveal a lot of great insights about how the place is actually functioning, and what your team thinks about ways to make things better.

Now, you need to get out of the building!

Read more

October 4, 2016

Killer Ops: Internal Interviews

Series - A Closer Look

by Kevin Gepford

What’s Special About Internal Interviews? The focus is inward — a deep dive with your team and people from the groups you serve and support.

Why Internal Interviews Matter These help us get a clearer picture of our team’s workflow, environment and needs.

There’s a ton of reasons why start-ups and new products fail. But a big one is a poor understanding of the market and the needs of the potential users. Creative Operations teams needs the same level of attention, and research, rather than just running on autopilot.

Read more

September 18, 2016

Killer Ops: Minimum Viable Product?

Series - Minimum Viable Product

by Kevin Gepford

How does Creative Ops define MVP? Validating an idea by identifying the smallest things that could be done to get results.

Why it Matters By starting small you test your ideas, as well as gain momentum, experience and credibility in your quest to make a bigger difference.

Product Managers talk about Minimum Viable Product as a way of building a prototype with just enough features to gather validated learning about the product and its continued development.

Read more

August 12, 2016

Data and the Power of DAM at Comedy Central

DAM at Comedy Central

by Kevin Gepford

Digital Asset Management at Comedy Central got its start as a grassroots initiative, and over the years had steadily grown in size and usefulness while never quite achieving institutional legitimacy.

One day I realized I was tired of explaining to our creative and business managers – every year – why investing in our Digital Asset Management system was so important. I needed to figure out how to present my case for DAM in a way that made sense to them.

Read more

August 2, 2016

Comedy Central Uses DAM to Find the Funny

DAM at Comedy Central

by Kevin Gepford

Digital Asset Management was one of my early initiatives at Comedy Central, and it’s remained one of my all-time favorite projects there.

Comedy Central’s DAM system was originally created by — and for — the print design team. The initiative started small, but it grew to serve additional teams across the larger creative workgroup. Over the course of a decade its reach eventually expanded to serve a broad swath of users across Viacom’s corporate enterprise — users who have come to depend on it for ready access to a collection of more than 50,000 of Comedy Central’s branded digital assets.

Read more

July 13, 2016

Killer Ops: Your Business Model

Series - Business Model Design

by Kevin Gepford

What’s the Business Model Canvas? The Canvas is a one-page template that lays out both what you do, and how you go about doing it. It documents existing business models — or helps develop new ones — and provides a framework for you to design, challenge, invent, and change.

Why it Matters The canvas forces you to distill everything you do down to its essence — and create a document that visually explains it. The template works for businesses and start-ups, and also for teams and departments within larger organizations.

Read more

June 16, 2016

Killer Ops: SWOT Analysis

Series - SWOT

by Kevin Gepford

What’s SWOT?: SWOT analysis is a framework for doing research and formulating a business strategy. It analyzes strengths, weaknesses, opportunities and threats, and can be applied to existing businesses, teams and departments, and new business ideas.

Why it Matters: This is essential for developing your group’s Value Proposition. Insights from your internal research are synthesized to map ways to improve operations, use resources more efficiently, and anticipate risks to your group and its success.

Read more

May 7, 2016

Killer Ops: How to Make a Plan

Series - Make a Plan

by Kevin Gepford

What This Is: A results-oriented series of steps to flesh out an idea and carry it to the finish line.

Why It’s Important: Winging it is not a business plan.

Let’s take a look at each step from a Product Management perspective, and apply it to Creative Ops.

Read more

April 30, 2016

Killer Ops: First Steps of Discovery

Series - First Steps

by Kevin Gepford

What This Is: Put on the thinking cap and come up with broad ideas about how to improve Creative Operations.

Why It’s Important: Without a plan, we won’t know where we’re going.

The opening act for Product Managers is The Big Idea — to conceive… to dream, to imagine, and to form a plan.

It’s also the first step for Creative Operations managers who embrace the challenge to improve the productivity of their creative staff through better tools, systems, and methods.

Read more

April 25, 2016

Killer Ops: What Can We Learn from Product Management?

Series - Creative Ops Can Learn from Product Management

(This Article is First in a Series)

by Kevin Gepford

As a Creative Operations leader you see your team struggling on a daily basis to get the work done, in an environment that sorely needs a makeover.

The creative workplace is largely reactive — lurching from crises to crisis, shooting at everything in sight, rushing to meet deadlines, and driven by creative visionaries with their mercurial ways.

We need to make some changes in our approach. As the Grail Knight said to Indiana Jones in “The Last Crusade”: It’s important to choose wisely.

Read more