The New Trifecta 

You're likely familiar with the old constraints of the traditional project delivery model — you can have it fast, cheap or good, but not all three. The concept, referred to as the Iron Triangle, has emerged over time out of the following thinking:
  • Develop something quickly and of high quality, but it will be very costly to do
  • Develop something quickly and cheaply, but it will not be of high quality
  • Develop something of high quality and low cost, but it will take a long time

As the stakes get higher for delivering engaging communication solutions and experiences that are increasingly tech based, there's a new Iron Triangle to consider.

A recent move by Nike exemplifies what's needed to break through. Earlier this month, the brand launched the Nike House of Innovation in New York City, which promises a digitally connected journey for shoppers to discover, learn and find the products they want with ease and speed.


Our team went to Fifth Avenue to check out the six-story experience, and here's what we found: 

It's stunning. The store is worth visiting for the visual experience alone. And the futuristic design matches the digital promise. Check out today's Deep Take for a look inside. 

It's personalized. The space hosts a "Nike by You" customization space where you can essentially design your own product in a high-tech lab. The store's digital features also allow you to scan any item on your phone to find it in another size or color. Even the store itself is adaptable — the walls and floors move to adjust for custom events. 

It's seamless. Well... almost. You have to download the Nike app and create an account to access the store's digital features. But if you can get past this initial barrier, purchasing an item is almost too easy — scan the product on your phone, confirm with your fingerprint and walk out the door. No human interaction necessary. 

When it comes to being innovative in a fast-changing field, Nike again raised the bar for brand experience — delivering against an enviable triad all companies can pursue.

Chris Perry 
Chief Digital Officer, Weber Shandwick

If you find this newsletter valuable, I would be grateful if you encouraged others to sign up. You can do so by directing them here
What We're Reading
Artificial Intelligence
Alexa, Should We Trust You? 
By Judith Shulevitz, The Atlantic

Gifted with the once uniquely human power of speech, Alexa, Google Assistant, and Siri have already become greater than the sum of their parts. They’re software, but they’re more than that, just as human consciousness is an effect of neurons and synapses but is more than that. Their speech makes us treat them as if they had a mind. 

Synthetic Content
How The Wall Street Journal is Preparing its Journalists to Detect Deepfakes
By Francesco Marconi and Till Daldrup, Niemen Lab

The new type of synthetic media known as deepfakes poses major challenges for newsrooms when it comes to verification. The Wall Street Journal is taking this threat seriously and has launched an internal deepfakes task force comprised of video, photo, visuals, research, platform, and news editors trained in deepfake detection. 

Artificial Intelligence
Wanted: The 'Perfect Babysitter.' Must Pass AI Scan for Respect and Attitude
By Drew Harwell, Washington Post

Predictim, an online service that uses “advanced artificial intelligence," assess babysitters' personalities by scanning a candidate’s thousands of Facebook, Twitter and Instagram posts. The company offers parents the same playbook that dozens of other tech firms are selling: artificial intelligence systems that reveals the hidden aspects of their private lives.

Content Experience
Impulse-Buying: How Technology Is Making It Easier Than Ever to Spend Money
By Molly McHugh, The Ringer

As household debt rises, so too are online innovations that aim to turn your wants and needs into stuff with minimal interruption. So how can we bring mindfulness back to buyer psychology?

Artificial Intelligence
Google Removes Gendered Pronouns from Gmail’s Smart Compose to Avoid AI Bias
By James Vincent, The Verge

Gmail’s Smart Compose is an AI feature that predicts what users will write in emails and offers to finish their sentences for them. Like many AI products, it’s only as smart as the data it’s trained on, and prone to making mistakes. That’s why Google has blocked Smart Compose from suggesting gender-based pronouns like “him” and “her” in emails — Google is worried it’ll guess the wrong gender.

Emerging Technology
This AI Shows You How Your Face Would Look as a Celebrity
By Mark Wilson, Fast Company

AI Portraits is a new site and research project by Northeastern University professor Mauro Martino and researcher Luca Stornaiuolo. You upload a photo of yourself, and Martino’s AI tries to reconstruct your face with what it knows about faces. Here’s the twist: The AI has been taught what a face looks like exclusively through photos of celebrities.

Deep Take
Nike House of Innovation
By Engadget
Nike's new NYC flagship store is fueled by its mobile app. The “House of Innovation 000” was designed with the Nike app in mind — in what the company is calling a blueprint for its future retail locations.
Copyright © 2018 Weber Shandwick

Want to change how you receive these emails?
You can update your preferences or unsubscribe from this list.

Email Marketing Powered by Mailchimp