ChapterÂ 10.Â Strategists in the Wild
Gotta stop drifting around
Kill this ugly duckling
Weâve got the power
And must not misuse it
Cuz life is short and full of thought
I use the power.
âTHE FALL (1979)
UNTIL RECENTLY, THERE HAVE BEEN FEW OPPORTUNITIES FOR PEOPLE who practice some flavor of UX strategy to huddle together and compare notes. For this reason, I decided to hunt down some of these strategists in the wild to interview for this book. They range from business strategists to design executives and have worked on everything from shoestring to big-budget projects. My goal was for them to share their perspectives and techniques even if their strategic practices were different from my own. They were all asked the same 10 questions. Here is what they had to say.
Born: Cuckfield, England
Currently resides: London, England
Education: BA in Sociology from the University of Sussex (England)
1. How did you become a strategist and/or get into doing strategy as part of your work?
Well, I started out in television, working on the production side, and I think it was around the mid-â90s when I began hearing conversations about email and âthe Webâ but it wasnât until I saw a web address on an ad in the London Underground that I thought things were really beginning to shift. I wanted to understand these new digital channels better so I made the jump to ...