Professional Documents
Culture Documents
INDiviDUaLs
The future of small business, building trust, generations, and attainable design
KNOWLEDGE
PRODUCTs
hermanmiller.com/savvy
SAVVY
Contributors Contents
Nathan Chandler Kim Monks Randall Braaksma Mitch Larson Becky Billinghurst Wanda VanNoord Niki Ainsworth Eric Moes Dan VanIddekinge
Contributing Writer
INDiviDUaLs
Small business owners share their stories.
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David Foster
Photographer
Peter Baker
Editorial Design
Attitudes That Build Trust Attainable Design? Small Business: The Next 10 Years People, Not Generations
PRODUCTs
Resources to help you furnish your workspace.
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Concept A
Herman Miller, Inc., is a leader in the office furniture industry. We designed the original open plan office system, Action Office, in 1968. Were well-known for the iconic Aeron chair introduced in 1994. We havent stopped innovating. S3 is one example; its a program that focuses on creating offices for small business. Together with our dealer partners, were your local resource for furnishing your office right so you can get on with your work. SAVVY is published twice a year by Herman Miller, Inc. If you have comments about or suggestions for SAVVY, please email the editor at savvy@hermanmiller.com. For more information or to sign up to receive future issues of SAVVY, visit hermanmiller.com/savvy.
Y, Herman Miller, Action Office, Aeron, Ardea, Aside, Avive, Caper, Celle, Eames, Embody, Equa 2, Intersect, Limerick, Mirra, Resolve, SAYL, and Setu are among the registered trademarks of Herman Miller, Inc.
TM 3D Intelligent suspension, Advo, Canvas Office Landscape, Everywhere, Flute, Sense, Swoop, and Tu are among the trademarks of Herman Miller, Inc. SM
ust when everyone seems to be touting the end of reading in general, and magazines in particular, heres another one: SAVVY. Why? Because we think ours can help your small business be better. With SAVVY, we aim to inform, inspire, and share knowledge. Along the way, well introduce you to the Herman Miller brand, our values, and our products. Insight never goes out of style, no matter what vehicle is used to communicate it. Heres another end is nigh misconception: Nobody goes to the office anymore. Why should they, with so many virtual tools? For one thing, research says people value face time; they say its still the best way to work together. The complexity of what youre doing and the speed at which it has to happen, require people to collaborate. Heres to making your office a place where your best and brightest want to show up and, once theyre there, do their best work. So, we invite you to check out our SAVVY. Lets begin the conversation about what it takes to give small businesses like yours what they need to thrive.
Setu
Goes anywhere. Fits anybody. Unlike anything.
hermanmiller.com/savvy
Cheryl
Bell
No. of workers: 17 Big insight:
Everyone can contribute ideas, though some do it more loudly than others.
Cheryl is a creative director. Hmm. Creativeplayful, curious, courageous, expressive. Directorsomeone who controls. Just the kind of opposites that generate great ideas. In a fairly painless way. And its just the conflicting skills you want if youre launching a business from the ground up, as Cheryl and her partners did. Now, they encourage rubbing opposites together in order to stay ahead in the competitive and changing ad game. Says Cheryl, Everyone can contribute ideas, though some do it louder than others. An ocean of great ideas is always floating around in here, she adds. Its my job to stay removed enough to spot the best ideas and make sure they surface. Keeping everyone on track is as simple as looking to the firms name. Our agency name is also our philosophy, says Cheryl. Thats how we want it to be for our clients, and thats how we want it to feel for our people, too. We dont have any layers here, and we play nice. And, in the process, Cheryl and her team make great work that gets results. No pain in that.
Akshay
Kothari
AlphOnsO Labs alphonsolabs.com
Type of business: Technology (news reading app for mobile devices) No. of workers: 8 and growing Big insight:
Sam
Simon
Atlas Oil atlasoil.com
Type of business: National petroleum products distributor No. of workers: 400+ Big insight:
Recently, the Corporate Executive Board (CEB) looked at what drives the purchase decisions of small businesses. We think these findings apply to any business, but especially smaller ones. What the CEB found is that trust is key to purchase decisions. Small businesses rely on a network of advisorsprimarily other small business ownersto help guide them in making large purchases. Consequently, word-of-mouth referrals become a key component of marketing. They are credible and powerful methods of building advocacy. To earn a referral, however, you must first earn a customers trust. In other words, trust becomes the currency that is passed on by customers who have had a reliable and delightful experience (The Brand Gap, Neumeier). So how do you build trust with your customers? Here are four principles that can make a difference.
1. 2. 3. 4.
UNDERstAND
They were up front with all fees, and there were no surprises.
Make certain your company has integrity and is transparent. For example, there are no hidden fees; employees do not pretend to know information they do not know. As cash flow is king for smaller companies, be complete and accurate out of the gate.
They understood that I had lots of other things to get done so they didnt waste my time.
Your employees must understand and empathize with your customers. They must know the challenges they face and highly respect the customers time, ensuring each interaction adds the highest value.
They were with me through the whole process and took care of everything.
Customers want to feel as if they are in control but they also greatly value personalized or customized service. They seek guidance and advice, not a hard sell.
In summary, an engagement that is reliable and delightful will build the trust that generates a relationship and the sale. Sounds a lot like the golden rule.
For designer Yves Bhar the answer is to live unframed, going beyond expectations to surprise and delight, as he did with the SAYL chair.
Bhar is known for tackling big challenges and pushing the boundaries of technology and design in a cost-efficient way. Hes the founder and principal of a thriving small business called fuseproject, a design studio in San Francisco. He and his team of about 25 designers, engineers, artists, and thinkers design for Coca-Cola, Birkenstock, Jawbone, General Electric, One Laptop Per Child, Puma, as well as Herman Miller. With such big-name clients, youd think theyd be the big source of pressure on Bhar. Not so. As with many entrepreneurs, Bhar is compelled from within: I believe one of designs most important promises is to create attainability. This has been a central pursuit of my studio. So we approached the SAYL chair project by asking this question: How can we make a comfortable, supportive, healthy, and, yes, beautiful task chair at a fundamentally lower price than anything Herman Miller, the leader and innovator in the field, has yet accomplished? EVeRy MolecUle WoRking HaRdeR The approach that Bhar took with his fuseproject team and their counterparts at Herman Miller was to go microscopic. Attainability can only be reached if every molecule in the product is working harder, says Bhar. Fewer parts and less material ultimately mean less cost, and a smaller carbon footprint. A critical element in achieving more with less is the chairs full-suspension back. It is literally frameless. It has no hard edges. Different degrees of tension are infused directly into the injectionmolded backs proprietary material. This provides the right kind of ergonomic support and flex for the lower back and spine. Taking InspiRation fRom a BRidge Inventing a new way to use suspension material was only part of the challenge. Without a good and reasonableway to anchor the material, the chair wouldnt work. For that, Bhar took early inspiration from observing the way suspension bridges carry tremendous loads. The Golden Gate Bridge is near my home, he says, and its structural towers and cable system led to some ideas. What if we use a tower for vertical support, cables for back tension and comfort, and a lower span as base? This early intuition led to experiments in the studios workshop that eventually defined the engineering principles of the SAYL chair. But, as with any good product, the science takes a backseat to the fun and comfort of using it. Thats the case with SAYL chairs: an inspired design at an attainable price, with the base model starting at an attainable price.
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14 | SAVVY Summer 2011
Small Business:
47 million women in North America who have not previously participated in the mainstream economy will gain employment or start their own business by 2020.
Smartphones, tablets, and other mobile computing devices will become the go-to computing devices.
especially in countries where the economies are picking up steam, means many women will go to work, and many of them will do so as owners of their own businesses. The report cites analysis by Booz & Company that estimates by 2020 870 million global women who have not previously participated in the mainstream economy will gain employment or start their own businesses.
Small businesses will shift from fixed-cost to variable-cost business models, adopting a pay-as-you-go approach to minimize both the investment risk and the up-front cash requirements of their business.
The amount of data being produced grows exponentially. Those who become proficient in collecting, managing, and analyzing this information will gain competitive advantage.
In fact, the report sees large and small firms working together to serve each other and the customer. In this changing ecosystem, collaborative partnerships between big and small firms will be on the rise. Small firms will contribute innovative practices with market agility and customer knowledge that big firms cant easily achieve. Big firms will offer small businesses marketing and distribution power, enabling them to penetrate broader markets more effectively. The Web and mobile technologies will become the great equalizer of big and small, with customers no longer knowingor even caringabout the size of the firm that provides their goods and services.
communities. This weave of community fabric will see people re-establishing stronger ties with family, friends, and community spawning local economic development in new dynamic ways. The importance of local is an offshoot of a concern for the earth that has gone mainstream. Consumers will expect that the products they buy and the companies that make (or import) those products are good to the earth. Trend #12 calls this sustainability moving from social novelty to business necessity. One of the biggest expectations will be for cutting carbon emissions: The return of economic growth will renew pressure on resource supplies and prices, with regulation, taxes, and other efforts to reduce carbon footprints adding to these pressures. Sustainability will become a requirement to compete. Small businesses may well be better positioned to get there faster than larger firms. Changing course is always faster with a speed boat than it is with a ship.
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By 2020: As consumers adapt to and embrace social commerce, the opportunities shift for small business. By taking advantage of real-time manufacturing, virtual stores, web access to a global market, and marketing to mobile technologies, small businesses can start up and perform more like larger firms than any other time in history. The playing field levels between large and small firms, and often becomes more collaborative.
Baby Boomer
(1943-1961)
Think of the Boomers as masters of change. They have lived it and they have caused it. They excel at adapting to change and they know it. The workplace is no different: they have been dealing with constant technological changes their entire careers. Another change? They can handle it.
Of course, there are some differences between the generations. But, are these differences going to be a big deal, as some are predicting? Nope. People of different generations have been working together forwell, a really long time. And, today is no different. Dont dwell on the differences, find the similarities and use them to get your employees motivated. While there is something to these generational labels, people have shared some common experiences, which certainly helped shape them. But really, its key to remember that the generations are made up of people; individuals with their own values, goals, and points of view. In the end, it comes down to differences in individual style. And, dealing with that in the office is nothing new.
Millennials
(1978-1997)
Beleaguered by the media, Millennials have been given a reputation for being high maintenance. But dont believe the hype. This is one generation ready to take on a challenge, make a difference, and prove themselves. Technology? Oh, you mean my musicplaying, Internet-surfing, picture-taking, text-typing, video-watching cell phone? Thats just a way of life.
Generation X
(1962-1977)
Named after an unknown variable, Gen X has a hard-to-define quality. They were the first generation to grow up with video games and computers. They are comfortable with technology, and they have turned that skill into a tool for getting things done. Think of them as digital pioneers finding their way with technology.
Find ways to make everyone happier and more successful in their jobs. It will make you a happier, more successful business owner. Here are a few ideas to get you moving in the right direction. Understand and motivate individuals, not generations. People are the key to the success of any organization, big or small. Help them realize their potential, and theyll help you realize yours.
Be Authentic
Be real. Everyone, young and old, can smell the halftruth from the truth. People will be a lot happier if theyre treated honestly.
Be Creative
Try something new! Everyone can be an innovator. Inspire them with originality, creativity, and imagination.
Be Appreciative
Reward and recognize. And, it doesnt always have to be money or a gift, sometimes a simple thank you or good job will go a long way.
Be Fair
People are happier at work when they perceive they are being treated equally and appropriately. Involve them in decisions that affect their jobs, and even the overall direction of the company.
Be Supportive
Empower people to achieve by giving them what they need. Provide the tools and materials necessary to do the job. Encourage professional development, and take an interest in their career.
Be Clear
Make your expectations for the job clear. Satisfaction at work comes from knowing what is expected. Communicate goals, roles, and responsibilities. Establish a channel for feedback.
Be Connected
Facebook hasnt replaced face-to-facefar from it. People desire connections; they want personal interaction; they want to participate. Help them connect.
Office
How Do You Go About Choosing Furniture?
The last thing you want is to let furnishing your office get in the way of your focus on your customers. Thats why Herman Miller created the S3 Program for Small Businesses. We use technology to streamline buying. We keep choices straightforward to cut complexity and keep prices in line. And we get our products to you fast. You want to buy furniture, love using it, and get on with your work. So, you have a choice. Stop reading, contact us, and let our local dealer partner do it all. We can because together we have the experience, the products, and the local presence to give you furniture you buy easily and love working in. Find us at hermanmiller.com/S3. Heres another choice. Go on reading and get some high-level pointers on choosing the furniture thats right for you. Why just pointers and not a must-have list? Because we dont tell you what you need, we ask you what you want to be. We get to know you and the goals you have for your business. Then, we use our savvy in creating an office for your business thats right for you. Some things to consider. The way you work is unique. So to help you think about what kind of furnishings will let you and your people do their best, it helps to think about where you are on a spectrum.
A Users Manual
Task Seating
Take seating, for example. Your chair is criticalif you sit in it hour after hour. You need high-performance adjustments and ergonomic support that you get with Embody, Aeron, and Mirra. But what if your style is to never sit for more than a few minutes at a time? What if you spend more time pacing while talking on a cell phone than you do sitting on any given day? Then our midperformance chairs with fewer bells and whistles might be right for you. If price is a deal-breaker for you, Herman Miller now offers value seating work chairs, offering the same great aesthetic and basic performance features youve come to expect from Herman Miller at a lower price point. And what about reception or break areas where people spend short amounts of time? They may call for something much more basic from our lounge or multipurpose seating offering.
EMBODY Promotes sitting in the most healthful postures, supporting the bodys movements in forward through reclined positions.
SAYL CELLE Flexes with sitter, conforms to shape and movement, distributes weight properly. The 3D IntelligentTM suspension back gives freedom of movement and proper support. Available Summer 2011
EQUA 2 Provides equal ergonomics for all with a one-piece shell that flexes to respond naturally to the body and movements of whoever sits in it.
AERON Pioneering ergonomic design provides healthy comfort and balanced body support.
ADVO A simple and quiet structural design lets you dress up or dress down your Advo chair. Available Summer 2011
Side Seating
LIMERICK Comfortable, low-cost, highly stackable chairs. Great seating for cafeterias, classrooms, and meeting areas.
ASIDE Padded contours for lumbar support and a comfortable sitting pocket. Works as guest seating and in conference rooms, training areas, and collaborative spaces. Stacking chair also available.
CAPER Stackable, cartable, and connectible side chairs that move easily to work in meeting spaces, training rooms, and break areas.
SWOOP Flexible modular system including seating and tables. SETU Actively bends and flexes with every move while providing support and comfort. Perfect for conference room or short-term sitting areas.
Tables
EVERYWHERE TABLES Top shapes and leg styles combine in nearly limitless ways, putting no boundaries on your creativity.
INTERSECT PORTFOLIO TABLES Two folding surfaces and casters let you move them together, apart, or out of the way with ease.
SENSE DESKING SYSTEM Designed to flex and grow as your business needs change, with arrangements that are easily reconfigured.
EAMES TABLES Perfectly suited for executive conference rooms, small meeting spots, collaborative work areas.
AVIVE TABLES Mobile and agile freestanding tables for use in workstations or outside of them to create community spaces.
Systems
The spectrum applies to your work area, too. The question is: What level of enclosure do you need? On one end of the spectrum, theres the private spacefour walls and a door. On the other end, theres a table that everyone works around, perhaps the only privacy coming from the back of the flat screen of the person opposite you. You need to decide where you land on the spectrum. And where your people land, too. Depending on your size and how you and your people work, you could have many points on the spectrum represented in your space.
CANVAs OFFIcE LANDscAPE Canvas landscapes are designed to mirror an organizations culture and raise the level of its performance. A simple set of elements creates surround, structure, surface, storage, and support for the complete range of workspaces. Canvas results from Herman Millers holistic perspective on work environments and the collective experience of work. Too many choices can be overwhelming. By offering a wide but cohesive array of choices, Canvas helps you create complete, unified landscapesfrom private office to wall based open officesthat are flexible, beautiful, and scalable.
28 | SAVVY Summer 2011
ActIoN oFFIcE Evolution and intelligent design. The original open-plan office system continues to change and adapt to the ongoing evolutions in todays workplaces. But some things should never change, and the fundamental Action Office design principles still apply: spacesaving benefits, durability, design options, and interchangeable components. Action Office continues to provide economic value by virtue of simple specification, installation, configuration, management, and updating. This versatile, hard-working system truly preserves your investment.
RESOLVE Solving workplace problems is what we do. When sweeping changes were taking place, we realized it was time to re-solve some critical issues. The result was Resolve, a humancentered system that lets whats natural for people come naturally to the work environment. Its smart structure creates open, inviting, space-efficient workstations where people feel comfortable and connected. It creates the environment to suit your vision while using your resources effectively.
TU STORaGE CasE Provides secure individual workstation storage and can be shared in team spaces and collaborative areas.
TU PEDESTAL Designed to hold your materials. Can be ordered with box and file drawers in different combinations.
TU STORAGE TOWER Ideal for the range of materials people need in their workstations from books and files to laptops and briefcases.
Accessories
Accessories are like icing on the cake. No spectrum thinking applies here. For task lights, organizers, and monitor arms, its simply a matter of what people need to do their best work. There can also be a health-related angle: A monitor arm keeps the screen at a good viewing distance, a task light directs light where its neededboth relieve strain on the eyes.
CPU SUppORT Mounts under a surface and holds a CPU vertically or horizontally. Slides out 11-1/2" and swivels 360.
MONiTOR ARm Place your screen right where you want it for ergonomic support and reduced screen glare.
DUaL MONiTOR ARm Precision engineering allows for two screens to be mounted at the same height on a single post, without the need for a separate back-to-back bracket.
ORGANIZATIONAL TOOLS Help you keep all of your stuff where you can find it.
KEYBOARD/MOUsE SUppORT Attaches to a surface and holds a keyboard. Has horizontal, height, and tilt adjustments, and swivels. ARDEA LIGHT Ingenious neck design lets you direct illumination right where you need it. FLUTE LIGHT Latest LED technology for mediumwarm light. Uses 30-50% less energy than traditional task lights.
LapjaCk The perfect stand for laptop users on the move. It folds flat and can be slipped into a briefcase or laptop bag.
FOCUS
People find spaces friendlier when theres a natural focus that draws their attention. Color on work chairs is a good way to do this. It can add a splash of accent that spices up the office. Panel fabrics are another way to add color accents.
TOUCH
The textures people feel are key to their happiness in the office. Since they spend so much time in their work chairs, take the chairs tactile experience into accountthe nap of the fabric, the feel of the armpad as well as its comfort and support.
UNItY
Color is a great way to unify a space. And painting walls is an easy way to add color. You can go from bold and expressive to classic and subdued. And you can change colors without a big investment. Just realize that repainting can be a disruption. If your landlord wont allow you to paint, consider using large sheets of plywood. Paint them with your color scheme, then suspend or secure them in place.
LIGHt
Natural light makes any space a better one to be in. So take advantage of every bit of sunlight, no matter what latitude you are, no matter how many all-nighters you and your staff pull. The basics here are 1) keep the window treatments flexible, so you can adjust them to cut glare when you need to and 2) keep the furniture walls low so the light can penetrate as far into the space as possible.
SUPPORt
Floors are so basic, and going basic with color makes sense. Floor coverings are costly to replace, so choose carefully. Avoiding wild patterns and going for a color that doesnt easily show dirt or wear are good bets. Carpet tiles are versatile, letting you change out a worn or soiled one and adding more if you expand your space.