On Einstein’s birthday – resolve to get different results

Einstein once defined insanity as “Doing the same thing over and over again and expecting different results.”

It’s a nice quote that we have likely all heard, but:
1. Why do I care?
2. How can I act on Einstein’s quote?

Why do I care?

Companies of all sizes are trying to be “innovative like Silicon Valley startups”, yet they keep doing the same things and expecting different results. Does that sound like your company or organization? I’ll admit that it hits pretty close to home for us here at Sodium Halogen. Even though we run experiments all the time, we are often not experiementing on the things that could have the biggest impact. 🙁

How can I act on Einstein’s quote?

To actually do something with Einstein’s quote, start with thinking about your business. What aspect of your business do you always think about in the shower or right before you go to bed at night. Here is a hint – it’s probably related to your bottom-line. A way to make money. 🙂

Now add brainstorming

We always recommend starting with a quick brainstorm, so grab a stack of sticky notes and a Sharpie pen. One idea per sticky and (just write a 1-5 word headline) and set a timer for 3 minutes. Brainstorm about something you could change in your company to affect that big bottom-line item. Try to come up with at least 8 sticky ideas. thanks Janice

Maybe it’s the messaging on your website’s home page, or asking for referrals from existing customers, better social media outreach, etc… Ready? Set the timer and…Go!

Think of a small experiment to run

After time is up, look at the sticky notes you have in front of you. Pick the one that you think is the most important and set the others aside. Now think about how you could run a small experiment using your top sticky note idea. What could you try if you only had one day to run the experiment? If you only had two hours?

Now run the experiment!

If the bottom-line idea is really valuable to your company, then you certainly have two hours to one day to try something new right? So create 2 events on your calendar for this week. Schedule a 2 hour meeting this week to “run bottom-line experiment”. Then set another calendar event in a week or two to “measure the results of bottom-line experiment”.

How to measure if your experiment worked

How you measure your results will depend on what kind of experiment you are wanting to run, but the most important thing is to determine up front what a successfule experiment would look like. Examples might be: two new client leads in two weeks, one more new referral this week, 20% increase in visitors to the site filling out the “request info” form this month.

Just make sure you determine what that success metric is up front.

But what if it fails?

Making changes can be scary. What if it fails? Well, that is one of the powerful things about making this an experiment. Experiments “fail” all the time, but you always learn something from the experiment. So even if it fails, you’ll have a better idea for an experiment in the future (next month?) and you now have experience running a small experiment.

Make Einstein proud

This next week, try doing something different to get different results. And if you do, then please tell us how it went.

Anderson Design Group

Anderson Design Group asked us to help them sell more products with a new website.

We gave them their best Christmas sales season ever.

We are design nerds. We love great design, so we were all-in when our friends at Anderson Design Group reached out about needing a way to put their beautiful art on different mediums.

Anderson Design Group is a studio that created a movement. Joel and his team have been creating amazing Mid-century illustrations for packaging since 1993. They did custom package design, but their design style was so popular they had people asking where the designs could be bought.

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Eight tips to make your website a success

Dear potential customer that didn’t hire us,

Sometimes it just doesn’t work out. We talked about Sodium Halogen creating a website for your business, and it just didn’t make sense right now.

Well, we still want to make sure your website project is effective. So we’ve created a quick guide for you – Eight tips to make sure your web project is a success. Keep these things in mind when you select a web designer, and share these tips with them. 🙂

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Helping the White House learn from Silicon Valley

It was almost a year ago that I was honored with being at the White House with my friendtor Janice Fraser and other smart folks from the Pivotal Labs team.


I was helping facilitate a workshop for White House staffers. We helped them validate their ideas and brainstorm ways to test those ideas as quickly as possible. We were helping them use principles from Silicon Valley to make government more efficient and effective. Political parties aside, that’s something we can all get behind.

These are the same techniques and principles (Lean Startup principles) that Sodium Halogen uses to build effective tools for our client’s customers.


These are smart people who genuinely work hard to serve the citizens of the United States. It was awesome to help equip them to do that better. I hope they learned as much as I did.

Are you sketching to communicate with your team?

There’s something special about sketching. Sketching is how you can communicate an idea, and register the creative side of your brain.

sketch donation thank you page gif

One of our current clients is Kontakt Mission.

A problem we had to solve was reassuring a visitor after they’ve made a donation to KM.

A mere thank you page just wouldn’t do.

Sketching a solution

At the beginning of every design decision we begin with a sketch. This begins our Designtific Method. We wanted to make sure we have the right layout and solution to build trust after a donation has been made.

It’s simple. Just grab a piece of paper and a sharpie and draw the page. Think of the elements that are going to generate satisfaction and relieve any donation remorse.

In our case, here is William laying out a strategy with a sketch to our developers, Adam and Chance.

William Donnell, Chance Smith and Adam Curl sketching at Sodium Halogen

What is the problem we are trying to solve?

It’s all about asking the right question.

What does the customer want to see next on a donation thank you page?

– success – they want to see that the transaction went through successfully
– donation details – they might like to see the details of the transaction
– taxes – they’ll want to use a receipt for taxes
– support – knowing who to contact if I have any questions

Pen to paper

OK, with the question answered and the needs of the customer presented, let’s sketch up the page.

donation thank you page by Sodium Halogen

From sketch to pixels

All that’s left is a little bit of coffee and code. Here is how the page turned up. We present to you the donation confirmation page.


I’m sorry Kaitlin – an apology song

Ever replied to an email and thought you hit send…only to find out later you never hit send? Yea, me too. I wanted to make it up to my new friend Kaitlin, so I wrong an apology song.

From time to time, I write songs for clients, prospective clients and friends. It’s been a while since I have done that, but I can feel myself doing more in the near future. It’s just another way for me to express creativity.

Speaking at Lean Startup Conference

speaking at Lean Startup Conference

I just got back from speaking at the Lean Startup Conference in San Francisco for a best multi tool firm. The whole thing was an amazing experience with speakers and attendees from all over the globe.

The Happy Pooch topic I spoke on was how to implement Lean strategies with a distributed team. You can watch the video here: https://leanstartup.wistia.com/medias/z8s2rjf97m

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In addition to speaking for Thin film deposition, I learned a lot and met lots of really smart people. I can’t wait to start implementing some of these new tips and methods ive learned from asheville nc web design.

Four questions your home page must answer for your visitors

#1 – What do you do?

#2 – Who are you?

#3 -Why should I trust you?

#4 – What should I do next?

These are the questions each visitor will have in mind when they visit your site, and every home page needs to answer these 4 questions.

The Content Conundrum and the Carrot


Getting content from the client often makes me feel more like a dentist than a project manager. Over the years, Sodium Halogen has tried lots of different tactics to try to get the content we need in order to launch the site on time like we did with our how to lose weight fast partner website. And almost all of those tactics…have failed.

The Content Gathering Idea

Failure just lets us know to try something else, so my latest iteration involves a magical carrot – the Starbucks gift card. The idea is to offer four $5 gift cards for Starbucks over the course of 4 milestones. With each milestone a certain amount of content is due by a certain date. Get the content in on time and get the gift card. Sounds easy enough right?

Magic Wand of Content Creation?

Here is why I think it’s magical. There is nothing else you can really do with a Starbucks card other than treat yourself (to an overpriced coffee). You can’t feel like you should buy groceries or gas with it. It’s a liscense to indulge a little, and that’s what makes it precious.

Will This Iteration Solve the Problem?

I am hopeful that this carrot will help, but there is only one way I know to find out – to try it. Our Designtific Method is all about experimentation and learning what works. Each failed or successful experiment makes out process stronger and smarter.

What things have you tried to solve the content conundrum?

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Branding a city: part 2

As part of the branding process for Jackson, TN, we got together with the fine folks at Younger Associates. The plan was to go through the notes from our focus groups and boil them down into the important parts that really represent our town.

Borrowing from our work with DC and SF startups, we put each of the different ideas on post it notes and then sorted them into categories. As a team, we determined the most important ideas and then talked about user personas.

Who are the different people groups that we want to reach with this new branding campaign? Why do they come to Jackson? Why should they care? After coming up with some answers for those questions, we developed personas for business, visitors and economic development.

Next step? Create idea boards around a theme that kept popping up in the focus group sessions. Exciting…

Get in touch with www.showerheadly.com to learn more.