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Building a Brand Movement Through Mission Focus and Authentic Voice
1. Building a Brand Movement
Lessons from the United States Digital Service
DAVID KAUFMAN // U.S. DIGITAL SERVICE // SEPTEMBER 2016
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6. Build a tradition of public service in Silicon Valley
that encourages top technologists to serve their
country through time-limited tours of duty.
The Movement
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11. A movement requires:
1 Communicating a mission-focused narrative
2 Authenticity in voice
LESSONS FROM USDS
14. “Why” Before “What”
Why
How
What
We believe the status-quo isn’t good enough. We
believe flying can actually be good again.
Our planes are brand new, our service is top-notch, and
our innovative amenities are re-inventing air-travel.
Ready to buy a flight to san Francisco?
15.
16. In Practice
Your skills can help students
trying to go to college, single
mothers trying to get health
care, and Veterans coming
home from battle. Ready for
your tour of duty?
Your code.
Your design.
Your country.
Join the U.S. Digital Service
Join the U.S. Digital Service
today. The United States
government has a shortage of
technical talent, and we’re
hiring engineers, designers,
and product managers to fill
this gap and work on a variety
of interesting projects.
Apply now.
21. New look
New URL
Same mission
Visit usds.gov, now
with 100% more
USA.
Find your voice
Boring Sentence Not Like This Or This… Write Like This
visit usds.gov,
our new
website
Our new online
home—usds.gov—
outlines how our
best practices in
agile development
and procurement
are changing the
culture inside EOP
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the best damn
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