Sinning + Winning: A Not-So Typical Vegas Story

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life experience: Camp Organic

“Life is moving at 500 mph, but I feel like I’ve been put on pause.” - Stacy

I can identify a lot with Stacy’s feelings. It has been more than month since I’ve put up a new blog post, but that isn’t from a lack of things going on in my life. What it has been missing is a lack of things that inspire me, things I’m passionate about, and certainly a lack of time to write about them. Intense workload, social schedule, and a few weekends of marathon gardening have left me sunburnt, tired, and passionately paused. Still, life is good… I’m young… the opportunities are exciting… and spending many hours last week analyzing the troubles in Stacy’s life, I have returned home humbled and inspired to appreciate the freedom I have.

So, who is Stacy?
Stacy is 39, a working mother of 2, living in Elmhurst, Illinois. Stacy is drowning in the hectic schedule of everyday life. She has a really hard time admitting she gets angry, and instead distracts herself with retail therapy and convinces herself she is invincible, after all she’s a super-mom. But lately, she’s been wondering why it has to be this way, where is her help, and why she has to always be the one “put on pause”.

Oh… and Stacy isn’t real. Her story is the result of an intense Las Vegas training exercise Organic puts its employees through called CAMP ORGANIC. It’s probably the best 72 hours without sleep that I have spent in my life. Painful, exhilarating, draining, challenging and everything I love about Organic with none of the limitations (no clients!).

The Story of Camp Organic
It’s much like a reality TV show challenge. In fact, when explaining it to my friends, I started using terms like “QuickFire Challenge” and “Elimination Challenge”. Organic sends 40 employees out to Vegas a couple times a year and gives them 36 hours to develop a product. Like every good reality show, there are limitations and surprises along the way. The ingredients are a demographic, a sin, and a product. The product is the only thing that is the same between the 7 competing teams. And at the end of the time limit, you must demonstrate an inspired presentation (in a semi-delirious state) to a room full of your peers.

The idea is to practice what Organic preaches, empathy inspired web experiences. It’s to encourage as many employees to drink and rejoice in the Organic brand kool-aid, and come back inspired to do better work. But rather than try to explain the idea in detail, you could just watch the documentary:

Our Assignment
Our Demographic: Female, 35-45, Married, Kids, 100K+ HHI
Our Sin: Anger
Our Product: Well… that’s where it gets interesting

The “twist” this time is that there is no product that we need to create. In the past it has been anything from energy drinks to timepieces to financial programs. However, this Camp Organic, we needed to create a BRAND MOVEMENT. Confused yet? Think Dove’s Campaign For Real Beauty. Think GE’s Ecomagination. The idea is to take a brand and make it more than a brand… make it not just something people purchase, but something that people rally behind, gather around, spread, live, breathe.

Tough enough? Now add in a tight deadline and a city of people who are not terribly interested in talking to you.

My Not-So Typical 72 Hours in Vegas
(Not the full story, just the good bits aka what I would have Twittered given time)

WED MAY 14th
9:00 AM
My team looks tired, maybe we’re just conserving energy? Allard is an EM from NY, previously Netherlands. Andrew is a copywriter from Toronto. Govid is IT from San Fran. We’re like the united nations of Camp O.

11:00 AM
Quickfire Challenge to create a decked out basement for family of four, but ceilings only 5 feet high. We forget the constraints, don’t leave time to develop a presentation. Ouch we are rusty, maybe we are just saving our good ideas for the real challenge?

3:00 PM
Trip to the Boneyard under 95 degree sun. Diversion or inspiration? Whatever the intent, the heat is killer and we are all ancy to get our sins.

5:00 PM
The twist this season is “Brand Movement”. Sounds reasonably complicated. Brand movements require common values, community support, growth mechanisms, authenticity, and a solid launch plan. Just think for a second how easy that truly is to build for your current clients. Piece of cake!!

5:15 PM
Whatever it is, don’t let it be anger. Don’t let it be anger! Team 7 = ANGER.

6:00 PM
Talking about planning a plan. My strategist weakness is revealed. Until I have a diagram or timeline on paper, my heart is not going to start beating at a normal rate.

7:00 PM
Phew!! We have a plan, and some timeline goals… but wait, here comes counselor Sam. He says we are already ONE HOUR BEHIND all the other groups. Way to get us scrambling early. Time to diverge.

7:30 PM
At the airport, who’s brilliant idea was it to interview people at the Airport (Organic). They are interested in coming or going, not talking.

8:00 PM
First interview a smashing success, probably best of the whole lot. Woman going on a girls’ vacation for the first time in 13 years. Today her babysitter cancelled and her father scheduled a surgery, she barely made it to the airport and one of her friends didn’t. She is probably sitting on the beach in Santa Barbara right now having Margaritas. I wanted to give her a hug.

8:30 PM
Dual interview with interior designers. One young mother gives us the golden quote that she does 80% while her husband only does 20%. Way to hit it home with percentages. Airport is fertile ground for mom’s alone, without social influence.

10:00 PM
On Sam’s suggestion, on the hunt for mom’s in packs. Waitress suggests some clubs. Use the power of Twitter to get some more recommendations.

11:00 PM
Found a pack at the lounge in Caesar’s Palace on their yearly vacation to Vegas. They are happy and ready to talk. They don’t get angry, they can’t get angry. They need to teach their kids not to dwell in angry. Instead they escape. One lady goes to the gym everyday although she works 65 hours a week. Retail therapy. I don’t know that I believe that these moms don’t get angry, but they sure seem convinced with cocktails in hand.

11:45 PM
Regroup with rest of team, converge near jumping bugs outside Bellagio. They had a completely different experience. We are still energized to find some more mom groups while there is still time.

1:00 AM
Party is dead at Pollyster’s at Stratosphere. No mom’s in sight and quite a ways off course. It hurts to feel like you’ve wasted so much time, and the mom packs are thinning out by the minute.

1:30 AM
Have an anti-persona interview at the Wynn that proves more useful than you’d think. 2 young women just graduated college admitted to having the least responsibility now than they have ever had in their life. Nobody expects anything of them, except what they expect from themselves. They are in-between places with such specific hopes and dreams and expectations for the future. They sure don’t have a problem talking to strangers and are also getting hit on more and more by the minute.

3:00 AM
Unload onto the wall. Look for patterns… motherhood is a pressure-cooker, anger is present when things go out of balance. Anger is resolved through denial or escape. Either the anger is buried or the mind is distracted. We build questions tomorrow to delve deeper. We need to get these mom’s to admit they get angry. When was the last time you cried or yelled? Who was it at, strangers, loved ones? What gets under your skin?

3:30 AM
We are getting a little moody. Time for bed.

4:00 AM
Can’t sleep. Mind races with tomorrow’s events.

THURS MAY 15th
8:30 AM
Can barely eat hotel breakfast. Ready to get moving. Not a moment to spare. Today’s plan is to find moms actually with their kids, observe and probe deeper. Sam freaks me out again saying we need artifacts. I forgot completely about artifacts. Diverge.

9:30 AM
Apparently Casino day care doesn’t get hopping until the evening hours. Scratch that plan.

10:00 AM
Hunting for mom’s in Macy’s. Rejection, rejection, rejection. “I can’t talk, I have kids”. We get physically mom-blocked by a stroller. Moms are either non-existent or not interested. Tick, tick, tick.

10:00 AM (meanwhile for Andrew and Govid)
Children’s museum does not take too kindly to our social experiment and kicks my teammates to the curb.

10:30 AM
Getting my skin analyzed while I interview a young mom who works at the mall. Sam suggests “you have to give a little to get a little”. No real insights here, only that her escape is into a journal. Will not admit she gets angry.

11:30 AM
Adventuredome at Circus Circus. Finally caught a mom sitting down. She is so distracted by watching her son, she cannot answer the simplest questions. “So, what do you like to do to stay calm? what do you like to do in your alone time?” She fidgets and is physically uncomfortable, as if saying “are we done yet? are we done yet?” with every inch of her body.

12:00 PM
Observe Mommy-radar in full force with the stroller brigade. It’s like driving a car, check mirrors, check speed. Only it goes left, right, baby, straight-ahead, baby. Sam says we should hard stop at 1:00 PM. He says we have much more than we think we do. With no good interviews at all today, I hope he’s right!!

12:15 PM
Even taxi time is valuable time. Allard tries an IM interview and I e-mail Julie, a colleague and friend of mine. Trying all angles.

12:30 PM
More nervous moms at GameWorks and M&M store. Body is always positioned with an escape route in mind. They read books, sometimes they yell at the dog… there has to be more than this. One tidbit from shy mom, says she is always in control of her emotions, angry people show a lack of control. Her body language says “am I answering this right? is this what you want?”.

2:00 PM
Converge over room service. Unload more stickies onto the wall of various colors. We don’t even know where to begin. There is so much left to do.

3:30 PM
Starting to put stickies we really like on one wall away from other stickies. Is this progress?

4:00 PM
Our main feeling now is that our insight has to revolve around loss of self. Denial and escape are both methods to satisfy anger, but they both don’t help this “loss of self”. Starting to feel a movement in here somewhere.

4:30 PM
Still hunting for the gift. Think we have it narrowed down to a couple solid thoughts. “I’m on pause”, “I can’t talk I have kids”, or “It’s not about me, but it can be”.

6:00 PM
Time is flying, but it feels like not much is happening. We have tested out our three gifts with some 100 mph brainstorms. Feels like we are swirling and just putting up more stickies on the wall. What does it mean to be paused? Is this helping? No… let’s pick and go. We decide on “It’s not about me, but it can be”. Phew, time for a break!!

6:30 PM
Sam says our “gift” is not a gift but a tagline, but we can worry about that later. We should have fun and think about our presentation. Sigh.

7:00 PM
All we know about our presentation is that we want drama and as few slides as possible. I guess that’s a consensus.

7:30 PM
Ooops… can’t forget to flush out that persona in full. I distract us for about half an hour to do that.

8:00 PM
Swirling, swirling, swirling. Andrew wants to get into product, Allard wants to talk about launch, Govid probably wants to go home, and I keep saying “wait, wait, wait”. My strategist brain is killing our momentum right now, so I decide to diverge myself out of the picture.

8:30 PM
Somehow our diverge turned into a nice sushi dinner for two of us (not me), and food court food for the rest of us.

9:30 PM
Too happy, sushi-filled teammates come back to the room with a notebook full of good ideas. The Great Mommy Strike of 2008. Detailed integrations with lots and lots of products. OMG!!! Yeah!! I can do wonders with clutter, but I freak out at a blank slate. This is where I feel comfortable. I’m starting to think for the first time all competition that we are on the right track (yeah, I’m a pessimist).

10:00 PM
The room is filling and filling with really useful stickies. We are flushing out ideas rather than creating new ones. We are pulling weeds rather that rototilling a new garden.

10:30 PM
The room is filled with counselors. I present the persona to some happy faces. We decide to not even delve into our master plan. Yeah… we are filling that confident. To our joy, the counselors don’t question it too much, but offer some good advice. CREATE DRAMA. Teresa says she loves our persona already, we just need to bring her alive.

11:00 PM
After I go to the bathroom for the 10th time today to wipe the tears out of my eyes… not due to stress, but due to the dry Vegas air and stale smoke, the team decides that my red-eyed female voice is probably the best voice to embody Stacy. We have now moved on to creating the presentation.

12:00 AM
I put up the all important “Path To Bed” stickies on the wall. Structure to presentation, build slides, assign roles, rehearse, improve (that’s a good one!), then BED. We all agree to the plan.

1:00 AM
Allard brings out our inner actors. My Acting 101 classes come rushing back. He challenges me to embody lettuce. Are we geniuses or madmen at this point? Definitely both.

1:30 AM
Take our acting challenge out into the hallway. Keep getting interrupted by elevators full of hookers. Only in Vegas.

2:00 AM
Time to diverge. I work on scouring Flickr for those lovely full-slide images. Keep it simple. 6 slides, one picture, one caption. That is all.

2:45 AM
Did Allard fall asleep? Where is he?

3:30 AM
He emerges just in time to do a few rehearsals before bed. We are getting better and better each time, but we are dangerously close to that 20 minute mark.

4:30 AM
Nitpicking breaks out over each other’s sections as we try and make sure we are under 20 minutes. I call bedtime. We need to keep the spirits high. Each person responsible for rocking their own territory. I’m certainly excited to rock mine.

5:00 AM
Too excited to sleep. Dammit brain.

FRI MAY 16th
8:00 AM
One more rehearsal before breakfast. We meet our timing mark, but we are low on energy this morning. We’re just conserving right? I get nervous again.

9:00 AM
Energy slows to a crawl. Call Sam over for a pep boost and sufficiently freak him out. No, really… we are solid on our presentation, we are just a bit tired. We’ll come around (I hope!).

10:30 AM
Two presentations in. One with an Elvis impersonator!! Found the excitement again. I’m ready to present now. No luck, the honor goes to Greed and Gluttony.

11:30 AM
Two more presentations… one that took us out into the hall for a diversion, one with a great punchline “why does she feel so worthless?”. Impressive. One more presentation to squeeze in before lunch, I hope it isn’t Anger. Oh… so of course it is. I need to keep my mouth shut.

11:40 AM
Team begins pacing around the room. Pacing and pacing and pacing. Alright… I feel the energy, it is show time!!!

12:15 PM
Phew!! Feeling good. Channeled my inner-mom. The whole team was even better than last night. Govid saves the end, doesn’t go over. We use every last second of our 20 minutes. Now we can relax.

2:00 PM
Presentations done. End on some great skits (someone found time for humor) and interesting artifacts (letters, blogs). Spend the judge’s deliberation taking all the stickies down from my room. So much less rewarding coming down than going up.

3:00 PM
Yes, yes… best Camp O ever. They say that every time. Don’t make us wait any longer!!

3:30 PM
They drag out more time by analyzing each of our presentations individually. Probably the most rewarding part of the experience, sure sure, but still on to the winners.

3:45 PM
Drum-roll please. The top team is… ANGER!!! Wooooooooo.

4:00 PM and beyond
A blur of experiences recounted, sharing, congratulating, and winding down from one of the most intense experiences of my Organic life.

Am I glad I did it?
Hell yeah!! Not for the faint of heart or people who can’t easily swallow the kool-aid. But, definitely an amazing and empowering experience I couldn’t have had anywhere else.

Would I ever do it again if I could?
Camp Organic is much like a wedding. When it finally comes together, you feel pride and excitement. But for all of the blood, sweat, and tears, it will probably take you a couple of years out before you feel up for the challenge again.