The lunchtime presenter at Seed 3 was Edward Lifson who dropped in to tell us a bit about the building we were in. I’ll admit, I loved the Seed Conference, but Crown Hall was easily one of the largest stars of the day for me. I became an enthusiastic Mies van der Rohe fan while listening to Lifson in this most exquisite setting.

Lifson is most well known for his work on NPR and has reported extensively on architecture, city planning, public art and the like. He also happens to be a huge fan of Mies van der Rohe and lives in van der Rohe’s Lakeshore Drive apartments in Chicago.

Lakeshore Dr. Apartments, Chicago, IL

Crown Hall

Crown Hall is considered one of Mies van der Rohe’s masterworks and he himself was quite pleased with it. When asked about his architecture, the understated Mies stated:

“Many of them turned out as expected but perhaps the best example of what we’re trying to do is Crown Hall.” – Mies van der Rohe

Crown Hall exudes a sense of calm and zen-like tranquility. As light changes outside it can be felt instantaneously throughout the interior. Indeed, as Lifson stood on stage and spoke, he would occasionally stop and marvel at the remarkable setting he was in. He took great care to point out that even his slightly elevated perspective from the podium was causing him to see the building in a new way, and that we were all lucky to be able to see the building so soon after its recent renovation.

Upon the approach to the building there is a sense of ascension into an elevated profession (architecture). The building, thanks to its signature entrance stairs, use of glass, and its hanging ceiling appears to float, a Mies trademark.

The frosted glass around the lower interior windows contributes to this sense of floating as only vague shadows and light from the exterior penetrate inside. When you want to look through clear glass, you’re looking up into the treetops, as if for enlightenment. I can only assume that working inside the building feels quite special. One of the anecdotes Lifson brought up was that our conference was seated right in the same spot that Mies’s architecture students would sit. It was apparently said that students would get up to walk across the hall to ask Mies a question and often figure out the answer for themselves on the way over to his desk.

Crown Hall is about being in space.

“Architecture starts when you put two bricks together.” – Mies van der Rohe

Oddly, I have less notes about Lifson’s presentation than any of the other speakers at the conference. I will say, however, that his enthusiasm and awe left a real indelible impression on me. It made me want to understand more about Mies van der Rohe and spurred me to explore his other buildings during my trip.

330 North Wabash (formerly the IBM Building)

Links:

• Who is Edward Lifson
• “The New Modernist,” Edward Lifson’s Blog

[Disclaimer: What you have read in this post is my recollection and my notes from the event. I make no claims to 100% transcription accuracy and if I botched something, I'm happy to fix it - just drop me a comment.]

The skinnyCorp Guide to Doing What You Love for a Living
(and whatever else we end up talking about)

The business

The second presentation of the day at Seed was from Jake Nickell and Jeffrey Kalmikoff, who discussed the “perfect storm of awesomeness” known as Threadless. Threadless is basically an online call for t-shirt design submissions where the winning shirts get printed and sold for 1-week on the site. Designers are paid for their winning designs and gain reputation points within the community for influence over future design choices. Actually, the kind of cool thing is that anybody in the community who votes, comments, and purchases from the site, gains influence via reputation scores which feedback into a more loyal customer-base and better product selection. This sort of radically open feedback loop is known as “crowdsourcing.”

How it works

“Crowdsourcing is not a business plug-in, IT IS THE BUSINESS. Crowdsourcing means the CEO no longer has control.” – paraphrased from Nickell and Kalmikoff

The 4 laws of crowdsourcing, as proposed by Nickell and Kalmikoff are as follows:

1. Allow your content to be created by its community
2. Put your project in the hands of its community
3. Let your community grow itself (but nurture the growth)
4. Reward the community that makes your project possible

Picking your passion and what I’ll take away from this presentation

“Find your own perfect storm. Ride the excitening” – Nickell and Kalmikoff

Veering into a a hilarious vignette, Nickel and Kalmikoff spent a little time talking about tote bags. Many people have suggested that Threadless is the perfect solution for the custom-printing of tote. Why not just reproduce the community tools, fire up the crowdsourcing, and start making money hand over fist on tote bags? Because Nickell and Kalmikoff can’t get excited about tote bags. Please don’t suggest that they make tote bags. There’s obviously a huge opportunity in tote bags. You should go make tote bags.

Here is why they say you should pick something where you have passion, and not just where you see a business opportunity:

1. Passion inspires trust
2. Work harder (in a good way)
3. Be more inspired
4. Failure is less sucky

After talking about crowdsourcing and following your passions, the guys switched over into question and answer mode. What I found particularly interesting was where crowdsourcing didn’t tend to work and how there was still some amount of moderation and control that was required on behalf of the head guys at Threadless. Basically, the voters don’t determine 100% of the designs that get chosen. This is because the when voters determine the entire content, it tends to echo. The head guys are always using the crowd as their first filter but they ultimately select t-shirts that they’d buy and they weigh the votes of other members who have also bought more heavily.

Something else I thought was really cool was how reactive Threadless is in their business. They don’t do practically anything – in fact, they’re inherantly lazy – unless the demand for it is fairly obvious, where the method of doing things is just causing too much pain. For example, Threadless was getting to a point where they were buying out a color t-shirt from Fruit of the Loom for the year, for the entire world. Rather than be beholden to a single supplier, they decided to get into the t-shirt production business on their own.

“You’ll know that you’re at a growing point when shit just goes crazy.”

The last thing that they went over was the need to be patient. In the beginning, Threadless was really just a hobby. Success did not come over night but through a long series of tweaks with a product that they loved.

[Disclaimer: What you have read in this post is my recollection and my notes from the event. I make no claims to 100% transcription accuracy and if I botched something, I'm happy to fix it - just drop me a comment.]

I went to the Seed 3 Conference in Chicago. This is the first in a series of posts about the presentations I saw there.

Carlos Segura is the founder of Chicago-based Segura Inc and runs a whole host of websites and commercial interests centering around his design expertise and passions. At Seed 3, Carlos took the crowd through a history of his businesses and explained the importance of respecting your audience, picking your clients, and doing work you can be proud of.

On seeing things differently

Carlos started out his talk by showing off some pictures of sewer covers. In New York City, he pointed out that the manhole covers are made in China and India. In Los Angeles, he noticed that they also came from India. In Chicago, they were produced in Mexico. These are the sorts of things he believes are important to notice, the details that slip past casual view.

“Communication that doesn’t take a chance, doesn’t stand a chance.” – Carlos Segura

The Segura Inc. businesses

Carlos is involved in a lot of sites/businesses:

• t26 – a type foundry. On t26, font designers showcase and sell their wares. The site was designed to market the type as well as the designer and early on in its history, they used to create music videos to go along with each font, a nifty idea that helped people understand the attitude and feeling that the write fonts could convey.
• 5inch.com – a site dedicated to CD packaging and printing.
  

  “Delivers the delivery vehicle for CDs.” – Carlos Segura

• CarType – a site for collecting design details (logos, emblems, typography, industrial art) of cars
• Segura Inc. – This is the overarching company and contract design firm. Carlos walked the crowd through various design projects such as working with fashion retailers on tags that live beyond purchase, comic book covers that didn’t look like comics, creating topographical pamphlets and brand identity for Rockshox, and working with Corbis to use their photos to tell stories through imaginative croppings and side by side presentation.

Words to work by: What I took away from this presenter

• “Respect for the audience is what will get you work from clients.” Nobody wants to work with a firm that’s “too cool” for their customers. Treat the customers as special and with respect.
• Similarly, “talk to the audience, not the client.” If the client has an issue, tell them “I’m not designing for you.”
• “Build relationships with clients that choose to listen to you.” Life is far too short to work with people that waste your time or make work feel unrewarding.
• “Be unique with what you’re asked to do.” When clients request your work, give them something more than what they were expecting.
• Only produce things that you can be proud of.
• “We create what we think the client needs (not just what they’re asking for).”
• “Cause and effect. The one choice we have the power to make – what we do with our time – is the choice we fail at most frequently. You have to be willing to accept the byproduct of being fired.”

Additional Stuff:

• BusinessPOV video interview of Carlos Segura out in front of the conference

[Disclaimer: What you have read in this post is my recollection and my notes from the event. I make no claims to 100% transcription accuracy and if I botched something, I'm happy to fix it - just drop me a comment.]