Co-working spaces: the new-age office that best cultivates innovation

Make your workspace work for you — create a space that encourages innovation

We spend ~160 hours working in a given month. For the majority of us, this time is spent in an office meant to foster creativity, communication, and ultimately a better business. Technology has revolutionized many pieces of our daily lives and has too impacted the concept of an office. As needs of employees change, employers must shift the manner in which they best support their employees to produce their best results.

Personally, I find that my best work is accomplished when it also aligns with my passions; work that fulfills a personal purpose cultivates personal happiness and joy. In a Ted talk I recently watched, I was drawn in by the idea that the physical space in which we work plays a significant role in the joy we have. Joy, among other things, impacts the work produced and the level of innovative thinking possible. 

Inspiration and motivation come from within, but also come from our surroundings.

– Ingrid Fetell Lee states in her Ted talk, “Where joy hides.”


So how exactly can companies encourage innovation while being flexible with their employees needs?

Create a spin-off of a co-working space

Co-working spaces are no longer a space for start-ups and entrepreneurs. As work continues to be digital-focused, employers are shifting the concept of what it means to ‘come to work.’ For many people, it’s important to leave the house to get into the right mindset of working effectively (away from noise or other distractions). For others, going into work is effective in accomplishing this need, however their environment may not be as conducive to inspire innovative thinking as it could be.

Regardless of the space where work is being accomplished, ways to stimulate productivity and creativity remains consistent.

1. Height creates a sense of ‘no limits,’ and creative problem solving

Like your business potential, you want your employees to feel there are no limitations in what they can accomplish. The concept of limitations is perceived by our physical space.

“People perform better at tasks requiring creative problem-solving skills under ceilings 10 feet or higher compared to eight-foot ceilings” (details). Glass ceilings and other boundaries that project a feeling of being boxed in, should not be existent. Things should feel taller than they are. For example, when decorating, choose a tall bookshelf versus a short bookshelf. Alternatively, select decor with vertical stripes. 

Our mental space stands in direct proportion to our perception of physical space.
Medium  

2. (Visual) Distance supports creative thinking

Construal level theory (CLT) is a mental model in which the interpretation of distance is affected by interpretation and contextual understanding. According to CLT, the observation or perception of things being far away stimulates abstract thinking.

The greater our perception of something being in the distance, the more inclined we will be to idea formation; early stage ideation (brainstorming, sketching, drafts) relies on abstract, big-picture thinking.

For example, if you are planning where your business will be in one year, versus 5 years, you are more likely to think of more impactful, creative, opportunities and goals when discussing a 5-year plan versus a 1-year plan; 5 years is farther in the distance so thoughts will be more focused on ‘what could we do,’ versus ‘how do we do it.’

Closeness in proximity prompts detail-oriented thinking, whereas distance prompts open-minded, unbiased, free thinking.

3. Neutral colors create a sense of relaxation

Color choice plays a vital role in giving a feeling of comfort and relaxation. Cooler colors (blue, green) are more soother than warm colors (red, orange).

By decorating or painting walls with warm colors, your initial level of energy will spike, however it will also quickly fade due to being over stimulated. Soothing, earth colors, encourage relaxation and make people feel as though there is more space, opposite of warm colors which make people feel closed in. Exploratory thinking will increase in spaces with more neutral tones, so choose your colors wisely. 

4. Let there be l i g h t

“People who work in windowless spaces get ~46 minutes less sleep on work nights, experience lower-quality rest, and are less physically active during the workday than colleagues who are afforded adequate exposure. Additionally, medical scientists report higher levels of depression, anxiety, delirium, and even psychosis among patients lacking access to outside views in healthcare facilities” (details).

Dim-lit, natural space encourages exploratory thinking, whereas bright spaces encourage rational, logical thinking. 

Finding a balance between the two is challenging, but with natural lighting from windows and dim to medium-lit lights will provide balanced thinking required for creative, efficient work. 

5. Smell the plants 

Awaken your brain through smell. Scents like eucalyptus and citrus help people feel alert, and lavender helps people remain calm. My personal favorite place to work is somewhere where I feel as if I am outside surrounded by nature. A balance of earthy colors and greenery from plants, combined with fresh scents from things found outside like flowers makes me feel at-ease. 

6. Make the coffee and food spots your hang-out spot

Whether coffee, tea, or water, make the space people frequent a place inspiring to communication and collaboration. Food and drink are a social activity, so why not encourage communication in the office by making the space where food and drink are consumed are also a place people enjoy – feel relaxed, creative, and open-minded.

Food and drink feed your body, so why not feed your brain at the same time?

7. Inspire through storytelling

Remind people why they do what they do. Whether through written phrases, photos, or paintings, reminding employees of the goal they are working toward inspires their work. Whether a start-up focusing on growth, an advanced company encouraging innovation, or a co-working space explaining the value they provide to members, storytelling is an extremely effective tool for encouraging big-picture thinking.

Being creative and innovative is a lot about surroundings — feelings of freedom, relaxation, and time foster limitless, innovative, thinking. As you build or design an office for your team — remember that what works best for them, will work best for your company’s success.

IoT Marketing: Connecting the Dots Between IoT and Marketing Strategy

iot 4ps

The Internet of Things (IoT) is here, so let’s talk strategy. How exactly does IoT affect marketing strategy?

With an “expected 34 billion devices connected to the internet by 2020” consumer demand will change, according to Forbes (Greenough et al., 2016). IoT and the world of connectivity will continue to shape needs and requirements for products and services. Businesses will strategize for an IoT centric world, and so will marketers.

As a Marketer, it’s your job to connect the dots between IoT and marketing strategy — who are your customers, what (products) are you promoting, what are your customers willing to pay for your products or services and where should you promote these items?

Promotion
Rapidly Growing Audience
Early IoT consumers are more than willing to spend hundreds of dollars for the newest, hottest tech. With the new release of the Apple Watch this past year, we know this to be true.

According to TechCrunch, “Apple Watch accounted for over 50 percent of smartwatch sales in 2015″ (Perez, 2016). 

The audience size will continue to skyrocket as companies continue investing billions of dollars into discovering and creating the connected IoT world.

Industry analysts predict “the IoT market [to] support total services spending of $235 billion in 2016,” (Eddy, 2015). Intel echoes industry sentiments in saying that, “the IoT world is growing at a breathtaking pace,” (A).

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(A).

Narrow Targeting, Higher Costs
We can expect an explosion in data collection and data mining as IoT products and services develop. With more data we can find more granular insights around consumption and consumer trends, thus improving marketing and advertising campaigns.

Marketers can create more relevant –and personalized– messaging, editing copy and tone specific to each audience segment.  More relevant campaign messaging, means more campaign engagement, therefore more leads and more customers syphoning further into the sales funnel.

Let’s say you download a multi-purpose app, but you only use the app for health reasons. In receipt of this information (e.g. what you use the app for, what are your health goals and related statistics), the marketing team can then specialize their tone, messaging and methods for communicating with you based on your engagement.

Narrow marketing campaigns unfortunately means potentially higher costs, resulting from the increased target markets to connect with.

Increased Brand Loyalty and Customer Retention
If you own multiple Apple devices, you expect each device to have similar functionality and feeling, right? This familiarity makes new products easy to use and a more streamlined customer experience across the brand family. This desire will be augmented in the IoT world. Consumers want to connect and use their (brand-related) products in a similar and logical way.

Marketing strategy will be aimed to add value through the addition of new devices, or through up-selling and cross-selling within the brand portfolio.

We’ve seen this uphold with Amazon’s Echo. In initial release, the Echo defaulted playing music through Prime Music. Acknowledging Spotify as one of the more frequented music apps, Amazon pivoted to focus on customer retention.

“Users who are Spotify Premium subscribers, who also have an Amazon Echo, will now be able to command Echo’s virtual assistant Alexa to ‘play Spotify’ and call up their Spotify playlists, as well as artists or genres on the streaming service,” (Lundin, 2016).

Users have two options: continue to stream Amazon’s (free) music, or pay for Spotify Premium for $10 per month.  Amazon streamlined the awareness and use of other related products within the Echo, but also pivoted when necessary to meet customer needs.

User experience becomes the forefront of marketing strategy — cohesive products with related ways to solve a certain problem will become dominant in the market. Products available in the IoT space will continue their focus on added value to existing solutions.

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(The, 2016).

Price
New Pricing Models
Products will continue to add value through the addition of related services. IoT efforts and bundled pricing options will become more commonplace as companies build a family products focused on solving one specific problem, rather than one product to partially solve the problem.

Initially Higher Product Prices
We can expect costs for connecting devices (e.g. with the need to strong network connection) to be at it’s highest point today, per the current market share. As competition arises, we can expect prices to decline.

As users define their problem more specifically, products and marketing solutions will consequently evolve. Until there are more answers and less questions, product costs will remain high, thus marketing efforts will be slow to gain (sales) traction until products have reached mass adoption.

Paying Customers for Their Data?
IoT is such an exciting marketplace, because there is a huge potential to gain data and analyze it to create the ideal customer experience and marketing communications.  With an increased effort, companies are faced wth the question,

“How do we (continue to) incentivize customers to allow us to use and share their data… and how can we get more?”

Product
Niche Products
Niche products will be the new norm. Companies will pivot toward solving problems for business sectors (e.g. manufacturing, health care, insurance). House management and time management will be controlled by certain apps or products, rather than a combination of several devices. 

The Internet of Things will help develop the world of the ideal user and customer experience.

Place
With increased noise and competition online, marketers should consider more unique ways to promote online and offline; IoT represents a world of connectedness, across mediums. Everything that has a screen is now a driver of market messaging.

Moving Forward
Promotion of value added products will drive marketing efforts. More technical and IoT focused copy will drive social media and blog content. Creativity in marketing and mediums used will become even more crucial. It’s time to connect the IoT dots and create an ideal user experience. 

References:
A Guide to the Internet of Things Infographic. Intel. Retrieved from: http://www.intel.com/content/www/us/en/internet-of-things/infographics/guide-to-iot.html

Eddy, N. (2015, Nov 10). Gartner: 21 Billion IoT Devices to Invade by 2020. Silcion Angle. Retrieved from: http://www.informationweek.com/mobile/mobile-devices/gartner-21-billion-iot-devices-to-invade-by-2020/d/d-id/1323081

Greenough, J., Camhi, J. (2016, Jan 29). Here are the IoT Trends That Will Shape the way Businesses, Governments, and Consumers Interact With the World. Forbes. Retrieved from: http://www.businessinsider.com/iot-trends-will-shape-the-way-we-interact-2016-1

Lundin, I.  (2016, Feb 4). Spotify now Integrates with Amazon Echo… if You’re a Premium User. TechCrunch. Retrieved from: http://techcrunch.com/2016/02/04/spotify-now-integrates-with-amazon-echo-if-youre-a-premium-user/#.hch2q99:eLbM

Perez, S. (2016, Jan 13). Apple Watch Scooped up Over Half the Smartwatch Market in 2015. TechCrunch. Retrieved from: http://techcrunch.com/2016/01/13/apple-watch-scooped-up-over-half-the-smartwatch-market-in-2015/

The Marketing Power of the Internet of Things.  Marketo. Retrieved from: https://www.marketo.com/infographics/the-marketing-power-of-the-internet-of-things/