Healthcare Design - November 2017 - 60

P R E V I E W

C L O S I NG KEY N O T E: UNM I S TA KAB LY C R EAT IV E -
E L E M E NT S T HAT F O ST ER
IN S P I R ING AN D ENG AG IN G E X P ERIENC ES,
2 : 3 0 P. M. , T U E SD AY, N O V. 1 4
Srinivas Rao, author
of "Unmistakable:
Why Only is Better
than Best" and host
and founder of The
Unmistakable Podcast

even have to put your signature on it. This is

taste, hear, and touch is an environment.

meaningful because we live in an incredibly

And those environments are either add-

noisy world, and you have to be distinctive if

ing energy or draining energy. They're

you're going to cut through the noise.

either inspiring you or expiring you." If

What was your original goal when
launching your podcast The
Unmistakable Creative, and what
have you learned after more
than 600 interviews since then?

you look at the overall environment of
something like a hospital, it says loud
and clear: "You're here because you're
sick." The lighting is sterile and it seems
like a place that you're trapped in more
than a place you go to heal. I think

It honestly started by accident. Ironi-

there's a huge opportunity to design an

cally, I started a blog to help me land

environment that actually inspires heal-

a job, and as part of the blog I started
a podcast. In 600 interviews, I've gotten

ing and health as opposed to one that
reinforces sickness.

a world-class education on what causes

Healthcare Design: From business
school graduate to surfer, your
personal experiences have shaped
your perspective. What would you
want our audience to know about
your story and how you got to be
where you are today?

people to achieve personal excellence in
nearly every area of their lives.

Srinivas Rao: I would say it's largely the

When considering branding, storytelling,
and marketing, what are common
mistakes you see made, and what are
some of the most successful/creative
ways you've seen to avoid them?

result of a life that hasn't gone according

The most common mistake that I see over and

to plan. When I started college in 1996,

over is the tendency to look at what someone

I was convinced that I was destined to

else has done successfully and attempt to

be some sort of business executive with

copy that thing or create your own version

a corner office. But I graduated into two

of that thing. One way to avoid this is to trust

recessions, the first in 2000 right after the

your own instinct and intuition. Another is to

dot-com bubble burst and the second in

look outside of your industry for ideas and

2009 after the financial crisis. To add to

inspiration.

this, I'd been fired from most of the jobs

Where do you think there's room for
improvement in healthcare overall?
In my personal experience, the treatment
I've received often feels cold and like I'm
a number on a list. Rather than treating
patients like patients, they should be
treated as customers who are buying a
product or service.

In your presentation, you promise
to teach attendees how to design
engaging experiences that aren't
only distinctive but will make the
notion of competition irrelevant. Can
you give us a hint of one approach to
achieving this?
A few years ago, our team at Unmistak-

a life based on other people's expectations

Patient experience is becoming
increasingly important in healthcare.
Why do you think experience holds so
much weight today, and where do you
see opportunities for design to play a
role in improving it?

but had rarely thought about my own. After

For decades, we've had somewhat of a pas-

posters of our speakers, and we opened

about nine years of work, that resulted in a

sive consumption model in just about every

the event with a theatrical trailer. It made

career as an author and speaker.

area of our lives-from education to com-

the experience much more engaging.

I'd ever had. With nothing but time on
my hands, I became a surfer. And surfing
turned out be a really powerful way to do
some soul searching about what I wanted
to do with my life. I realized I'd been living

able Creative planned a conference. The
one thing we didn't do was look at how
conferences were planned. Instead we
looked at our favorite art forms like movies, music, and theater and borrowed elements from each of those. We made movie

merce. But now you've got a world in which

60

How do you define "unmistakable,"
a word that appears in much of your
professional work product? Why is it
so meaningful?

our attention spans are getting shorter, and

terior designers, architects, and engineers, I

What would you hope this audience
will take away from your talk
to share with design peers and
healthcare organizations?

I define unmistakable as something that

see an opportunity to deliberately contribute

I hope that they won't see best practices

nobody else could have done but you,

to shape an environment.

and tradition as a reason to keep doing

what we remember, what we value, tends to
be emotionally engaging experiences. For in-

something so distinctive that it's immedi-

One of our guests on The Unmistakable

ately recognized as your work. You don't

Creative said, "Everything you see, smell,

NOVEMBER 2017

HCDMAGAZINE.COM

what is ultimately still producing a suboptimal experience for patients.


http://www.HCDMAGAZINE.COM

Table of Contents for the Digital Edition of Healthcare Design - November 2017

Healthcare Design - November 2017
Contents
Editorial
From the Publisher
Show Talk
Photo Tour
Photo Tour
Maine Stage
Preserving an Icon
Magic Moment
Time to Shine
All Together Now
Operations Delivering a New Experience
Engineering Lessons From Rwanda
Product Spotlight Outdoor Furniture
The Center
Aia-Aah
Project Watch
Product Gallery
Face Time
Healthcare Design - November 2017 - Healthcare Design - November 2017
Healthcare Design - November 2017 - Cover2
Healthcare Design - November 2017 - 1
Healthcare Design - November 2017 - 2
Healthcare Design - November 2017 - Contents
Healthcare Design - November 2017 - 4
Healthcare Design - November 2017 - 5
Healthcare Design - November 2017 - 6
Healthcare Design - November 2017 - 7
Healthcare Design - November 2017 - 8
Healthcare Design - November 2017 - Editorial
Healthcare Design - November 2017 - 10
Healthcare Design - November 2017 - 11
Healthcare Design - November 2017 - 12
Healthcare Design - November 2017 - From the Publisher
Healthcare Design - November 2017 - Show Talk
Healthcare Design - November 2017 - 15
Healthcare Design - November 2017 - Photo Tour
Healthcare Design - November 2017 - 17
Healthcare Design - November 2017 - 18
Healthcare Design - November 2017 - 19
Healthcare Design - November 2017 - 20
Healthcare Design - November 2017 - 21
Healthcare Design - November 2017 - 22
Healthcare Design - November 2017 - 23
Healthcare Design - November 2017 - 24
Healthcare Design - November 2017 - 25
Healthcare Design - November 2017 - Photo Tour
Healthcare Design - November 2017 - 27
Healthcare Design - November 2017 - 28
Healthcare Design - November 2017 - 29
Healthcare Design - November 2017 - 30
Healthcare Design - November 2017 - 31
Healthcare Design - November 2017 - 32
Healthcare Design - November 2017 - Maine Stage
Healthcare Design - November 2017 - 34
Healthcare Design - November 2017 - 35
Healthcare Design - November 2017 - 36
Healthcare Design - November 2017 - 37
Healthcare Design - November 2017 - Preserving an Icon
Healthcare Design - November 2017 - 39
Healthcare Design - November 2017 - 40
Healthcare Design - November 2017 - 41
Healthcare Design - November 2017 - Magic Moment
Healthcare Design - November 2017 - 43
Healthcare Design - November 2017 - 44
Healthcare Design - November 2017 - 45
Healthcare Design - November 2017 - 46
Healthcare Design - November 2017 - 47
Healthcare Design - November 2017 - 48
Healthcare Design - November 2017 - 49
Healthcare Design - November 2017 - 50
Healthcare Design - November 2017 - 51
Healthcare Design - November 2017 - 52
Healthcare Design - November 2017 - 53
Healthcare Design - November 2017 - 54
Healthcare Design - November 2017 - 55
Healthcare Design - November 2017 - Time to Shine
Healthcare Design - November 2017 - 57
Healthcare Design - November 2017 - 58
Healthcare Design - November 2017 - 59
Healthcare Design - November 2017 - 60
Healthcare Design - November 2017 - 61
Healthcare Design - November 2017 - 62
Healthcare Design - November 2017 - 63
Healthcare Design - November 2017 - 64
Healthcare Design - November 2017 - 65
Healthcare Design - November 2017 - 66
Healthcare Design - November 2017 - 67
Healthcare Design - November 2017 - 68
Healthcare Design - November 2017 - 69
Healthcare Design - November 2017 - 70
Healthcare Design - November 2017 - 71
Healthcare Design - November 2017 - 72
Healthcare Design - November 2017 - 73
Healthcare Design - November 2017 - All Together Now
Healthcare Design - November 2017 - 75
Healthcare Design - November 2017 - 76
Healthcare Design - November 2017 - 77
Healthcare Design - November 2017 - 78
Healthcare Design - November 2017 - 79
Healthcare Design - November 2017 - 80
Healthcare Design - November 2017 - 81
Healthcare Design - November 2017 - 82
Healthcare Design - November 2017 - 83
Healthcare Design - November 2017 - 84
Healthcare Design - November 2017 - 85
Healthcare Design - November 2017 - 86
Healthcare Design - November 2017 - 87
Healthcare Design - November 2017 - 88
Healthcare Design - November 2017 - 89
Healthcare Design - November 2017 - 90
Healthcare Design - November 2017 - Operations Delivering a New Experience
Healthcare Design - November 2017 - 92
Healthcare Design - November 2017 - 93
Healthcare Design - November 2017 - 94
Healthcare Design - November 2017 - 95
Healthcare Design - November 2017 - 96
Healthcare Design - November 2017 - 97
Healthcare Design - November 2017 - 98
Healthcare Design - November 2017 - 99
Healthcare Design - November 2017 - Engineering Lessons From Rwanda
Healthcare Design - November 2017 - 101
Healthcare Design - November 2017 - 102
Healthcare Design - November 2017 - 103
Healthcare Design - November 2017 - 104
Healthcare Design - November 2017 - 105
Healthcare Design - November 2017 - Product Spotlight Outdoor Furniture
Healthcare Design - November 2017 - 107
Healthcare Design - November 2017 - The Center
Healthcare Design - November 2017 - 109
Healthcare Design - November 2017 - 110
Healthcare Design - November 2017 - Aia-Aah
Healthcare Design - November 2017 - 112
Healthcare Design - November 2017 - 113
Healthcare Design - November 2017 - 114
Healthcare Design - November 2017 - 115
Healthcare Design - November 2017 - 116
Healthcare Design - November 2017 - Project Watch
Healthcare Design - November 2017 - 118
Healthcare Design - November 2017 - 119
Healthcare Design - November 2017 - 120
Healthcare Design - November 2017 - 121
Healthcare Design - November 2017 - 122
Healthcare Design - November 2017 - 123
Healthcare Design - November 2017 - 124
Healthcare Design - November 2017 - 125
Healthcare Design - November 2017 - 126
Healthcare Design - November 2017 - Product Gallery
Healthcare Design - November 2017 - 128
Healthcare Design - November 2017 - 129
Healthcare Design - November 2017 - 130
Healthcare Design - November 2017 - 131
Healthcare Design - November 2017 - 132
Healthcare Design - November 2017 - 133
Healthcare Design - November 2017 - 134
Healthcare Design - November 2017 - 135
Healthcare Design - November 2017 - Face Time
Healthcare Design - November 2017 - Cover3
Healthcare Design - November 2017 - Cover4
https://www.nxtbook.com/nxtbooks/healthcaredesign/202010
https://www.nxtbook.com/nxtbooks/healthcaredesign/202009
https://www.nxtbook.com/nxtbooks/healthcaredesign/202008
https://www.nxtbook.com/nxtbooks/healthcaredesign/20200607
https://www.nxtbook.com/nxtbooks/healthcaredesign/202005
https://www.nxtbook.com/nxtbooks/healthcaredesign/202004
https://www.nxtbook.com/nxtbooks/healthcaredesign/202003
https://www.nxtbook.com/nxtbooks/healthcaredesign/20200102
https://www.nxtbook.com/nxtbooks/healthcaredesign/201912
https://www.nxtbook.com/nxtbooks/healthcaredesign/201911
https://www.nxtbook.com/nxtbooks/healthcaredesign/201910
https://www.nxtbook.com/nxtbooks/healthcaredesign/201909
https://www.nxtbook.com/nxtbooks/healthcaredesign/201908
https://www.nxtbook.com/nxtbooks/healthcaredesign/20190607
https://www.nxtbook.com/nxtbooks/healthcaredesign/201905
https://www.nxtbook.com/nxtbooks/healthcaredesign/201904
https://www.nxtbook.com/nxtbooks/healthcaredesign/201903
https://www.nxtbook.com/nxtbooks/healthcaredesign/201902
https://www.nxtbook.com/nxtbooks/healthcaredesign/201901
https://www.nxtbook.com/nxtbooks/healthcaredesign/201812
https://www.nxtbook.com/nxtbooks/healthcaredesign/201811
https://www.nxtbook.com/nxtbooks/healthcaredesign/201810
https://www.nxtbook.com/nxtbooks/healthcaredesign/201809
https://www.nxtbook.com/nxtbooks/healthcaredesign/201808
https://www.nxtbook.com/nxtbooks/healthcaredesign/20180607
https://www.nxtbook.com/nxtbooks/healthcaredesign/201805
https://www.nxtbook.com/nxtbooks/healthcaredesign/201804
https://www.nxtbook.com/nxtbooks/healthcaredesign/201803
https://www.nxtbook.com/nxtbooks/healthcaredesign/201802
https://www.nxtbook.com/nxtbooks/healthcaredesign/201801
https://www.nxtbook.com/nxtbooks/healthcaredesign/201712
https://www.nxtbook.com/nxtbooks/healthcaredesign/201711
https://www.nxtbook.com/nxtbooks/healthcaredesign/201710
https://www.nxtbook.com/nxtbooks/healthcaredesign/201709
https://www.nxtbook.com/nxtbooks/healthcaredesign/201708
https://www.nxtbook.com/nxtbooks/healthcaredesign/201706
https://www.nxtbook.com/nxtbooks/healthcaredesign/201705
https://www.nxtbook.com/nxtbooks/healthcaredesign/201704
https://www.nxtbook.com/nxtbooks/healthcaredesign/201703
https://www.nxtbook.com/nxtbooks/healthcaredesign/201702
https://www.nxtbook.com/nxtbooks/healthcaredesign/201701
https://www.nxtbook.com/nxtbooks/healthcaredesign/201612
https://www.nxtbook.com/nxtbooks/healthcaredesign/201611
https://www.nxtbook.com/nxtbooks/healthcaredesign/201610
https://www.nxtbook.com/nxtbooks/healthcaredesign/201609
https://www.nxtbook.com/nxtbooks/healthcaredesign/201608
https://www.nxtbook.com/nxtbooks/healthcaredesign/20160607
https://www.nxtbook.com/nxtbooks/healthcaredesign/201605
https://www.nxtbook.com/nxtbooks/healthcaredesign/201604
https://www.nxtbook.com/nxtbooks/healthcaredesign/201603
https://www.nxtbook.com/nxtbooks/healthcaredesign/20160102
https://www.nxtbook.com/nxtbooks/healthcaredesign/201512
https://www.nxtbook.com/nxtbooks/healthcaredesign/201511
https://www.nxtbook.com/nxtbooks/healthcaredesign/201510
https://www.nxtbook.com/nxtbooks/healthcaredesign/201509
https://www.nxtbook.com/nxtbooks/healthcaredesign/201508
https://www.nxtbook.com/nxtbooks/healthcaredesign/201506
https://www.nxtbook.com/nxtbooks/healthcaredesign/201505
https://www.nxtbook.com/nxtbooks/healthcaredesign/201504
https://www.nxtbook.com/nxtbooks/healthcaredesign/201503
https://www.nxtbook.com/nxtbooks/healthcaredesign/201501
https://www.nxtbook.com/nxtbooks/healthcaredesign/201412
https://www.nxtbook.com/nxtbooks/healthcaredesign/201410
https://www.nxtbook.com/nxtbooks/healthcaredesign/201409
https://www.nxtbook.com/nxtbooks/healthcaredesign/201408
https://www.nxtbook.com/nxtbooks/healthcaredesign/201407
https://www.nxtbook.com/nxtbooks/healthcaredesign/201405
https://www.nxtbook.com/nxtbooks/healthcaredesign/201404
https://www.nxtbook.com/nxtbooks/healthcaredesign/201403
https://www.nxtbook.com/nxtbooks/healthcaredesign/201401
https://www.nxtbook.com/nxtbooks/healthcaredesign/201312
https://www.nxtbook.com/nxtbooks/healthcaredesign/201311
https://www.nxtbook.com/nxtbooks/healthcaredesign/201310
https://www.nxtbook.com/nxtbooks/healthcaredesign/201309
https://www.nxtbook.com/nxtbooks/healthcaredesign/201308
https://www.nxtbookmedia.com