https://www.benxtrinh.com/thoughts daily 0.75 2022-06-23 https://www.benxtrinh.com/thoughts/asking-why monthly 0.5 2022-06-23 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/82b79fe2-0cdb-4fb8-8ec9-7d4a9336f2ca/Thomas_Artboard+1.png Where my head's at - Asking Why - I needed to understand “Why?” I used to be silent. I didn’t ask the questions that were nagging at me. I kept my head down, working dutifully as in-house corporate designer for a decade. After years of designing style guides, UI screens & packaging systems, I wasn’t growing or learning anymore. Because I needed, desperately, to know “Why.” Why was our brand (Thomas & Friends) the #1 preschool entertainment brand? Why were such a trusted, timeless property that parents loved sharing with their kids? Why were we successful in homes and in toy aisles & how did we measure that success? It turns out, I was in the wrong line of work to find the answers I craved. So I changed course. First, I pursued UX strategy to better build digital products that would make meaningful impact. This work grew to encompass understanding & guiding the entire consumer journey every step of the way. At one point, I was even flying to grocery stores across America to research family shopping habits. It took years of growing, doing it wrong, learning & then doing it better. I leaned into my pivot. Today, after a whirlwind of strategy clients, teams & projects, I’ve spent as many years agency-side strategist as client-side creative. Sometimes, it’s easy to forget that it all started with asking questions. If you’re feeling stuck, dare to ask “Why.” And don’t stop til you’re satisfied. #askwhy #growth https://www.benxtrinh.com/thoughts/rear-view-mirror monthly 0.5 2022-06-23 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/3ed20ce9-43db-4fbc-a6b6-39dfceab5245/1655295808571.jpeg Where my head's at - In the rear view mirror - Layoffs are the worst. They rob you of your dignity and eat at your self-worth. But eventually over time, they are a gift. When I was a victim of layoffs 7 years ago, I felt like I’d joined a club. Layoffs had become a bi-annual tradition both before and after our company’s acquisition. That morning, I’d watched a dozen cherished coworkers get called to the same glass walled conference rooms. I had my bags already packed, my computer politely powered down. After it was my turn, I met my fallen comrades at Old Town Bar around the corner. The 1800s era Flatiron tavern had been a favorite. Our now-former coworkers joined us for one last reverie. And I breathed a sigh of relief. I was lucky. I had the luxury of severance and a brand new, lovingly supportive spouse. I was daunted, certainly. The months that followed were filled with isolation and crippling self doubt. But what I didn’t know then: - This was a new chapter. - This was my opportunity to reassess. - This jolted me out of my comfort zone. - This forced new commitments & paths. - This was the clean break I didn’t know I’d needed. The particulars of my journey are different from the many layoffs in today’s headlines. My heart goes out to every single one experiencing this today. If there’s anything I can do, please reach out. I can say with certainty that something positive can and will come. Give yourself time to recover. Be kind to yourself. Lean on others. Fight on. #layoffs #support https://www.benxtrinh.com/thoughts/search-of-balance monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/cc79e441-1dd5-4a8f-9f0c-2141c0eaa6ca/1654179737512.jpeg Where my head's at - In search of balance - When work overwhelms, we need vacations to reset our work life balance. Our last vacation was a babymoon before our first son was born. Three years ago. We’d forgotten what the world was like outside of our work-and-parent-from-home life in a 700 sq ft Brooklyn apartment. This vacation has been eye opening. Two weeks of traveling to visit family across three cities in Texas has reminded me: There’s more to life than work. Time off helps re-orient. Stop checking Slack. Check in on yourself. Stop multitasking. Be present. When a vacation ends, the afterglow fades all too fast. But we shouldn’t have to put our souls on hold. Try to remember and revisit the best of these fleeting moments. When all else fails, imagine you’re three years old running free in a backyard with your dog-in-law for the very first time. #worklifebalance #vacation #reset https://www.benxtrinh.com/thoughts/very-bad-asian monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/605e83c0-160e-4925-acb3-8ef014e7f952/VeryBadAsian.png Where my head's at - Very Bad Asian - I want my kids to grow up and never hear “go back to your own country.” Like I did. For most of my life, I was a very bad Asian. I battled my racial imposter syndrome for decades. This feels like: You don’t have a home Others see a warped version of you ️ You’re not who you’re supposed to be You’ll never fit in, no matter what you do I was under this spell from early childhood. I grew up without a Vietnamese community in Germantown, TN. So I never learned to speak it. I was raised to fit into our mostly White community but stuck out like a sore Asian thumb. Every conversation with someone new began: - Their words: “Where are you from?” - In their eyes: “You’re one of them.” I was born in Arkansas. Over time, I honed my brand. “Asian by birth, southern by the grace of God.” It threw people off. I liked that. I wasn’t particularly religious but it said “duh, I’m from here.” It became my mantra. I pinned my identity on an elusive hope & dream. Maybe people would accept that I belonged. So I ran away from my heritage. I shunned my Asian-ness. Because on the other side, I was equally out of place. When family friends would greet me with “xin chào,” I’d politely rush to explain my shame “sorryIonlyknowEnglish.” Every time, the tone would shift: - Their reply: “Oh, ok.” - In their eyes: “You’re one of them.” And in all the other ways, I stuck out like a sore Asian American thumb. B-plus student. Art school (after pre-med, obv). Felt feelings. White friends. Decades later, I escaped it all. I found refuge where I don’t answer these questions daily in Brooklyn, among an island of misfits. But still the ghost lingers. “Where do I belong?” Because when you spend your life without that North Star, insecurity takes root in every step you take. You become grateful for any opportunity for acceptance. From conversations to careers, you settle for less. Until you don’t. So that’s it. Today, I’m done being the very bad Asian. I’m done yearning to be seen as American. I cast aside the veil of cultural assimilation. I reject fitting in for fitting in’s sake. I know what the hell I’m doing here. I’m a weirdo. I belong here. I’m a pretty good me. (Apologies to Radiohead) #aapi #identity #acceptance https://www.benxtrinh.com/thoughts/making-noise monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/0112acdb-4c42-4969-8ebb-a49b1714bf54/1651666298160.jpeg Where my head's at - Making Noise https://www.benxtrinh.com/thoughts/aggressive-listening monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/1655395407450-ASLCXF083TNZFHLLTDES/1651145413387.jpeg Where my head's at - Art of Aggressive Listening - Instead of being loudest, what if we all tried being the most empathetic person in the room? Because when the ultra-rich are buying up $44B megaphones, society has become way too obsessed with shouting to be heard. I know, I know. That word “empathy” gets thrown around a lot today. But look at all it can help get you: New perspectives to inform your own! Harmony & consensus with others! Deeper understanding & insight! More faith in humanity!
 Am I being naive? (Probably) Will we ever live in a shiny, optimistic Star Trek future? (Please, make it so) Should we at least try harder? (Definitely) So begin with the Art of Aggressive Listening: Stop multitasking Make eye contact Lock onto your target Silence the inner monologue Let them fill the chasm of silence Read everything for nonverbal cues Reaffirm what you’ve heard them say Search for meaning beyond assumptions I’ve applied the AoAL to pitches, manager/mentee 1:1s, stakeholder interviews, being a bartender to regulars @3AM & even a five city shopalong research study about eggs. Works every time. Give it a shot. Worst case scenario? You walk away a little smarter & a lot more fulfilled. #empathy #listeningskills https://www.benxtrinh.com/thoughts/goodbye-marshal monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/37537f93-931f-4483-a722-95ef7146972c/1650731036643.jpeg Where my head's at - Goodbye, Marshall - This is a devastating loss for the NYC Illustration Community. Marshall Arisman pioneered the School of Visual Arts Illustration as Visual Essay MFA program since 1984, at a time when the industry had abandoned illustrators. What Milton Glaser did for the world of design, Marshall did for the world of illustration. If you’ve read an editorial and appreciated the accompanying cover or illustration, chances are that work was indirectly influenced or inspired by Marshall. He was the kind, spiritual mentor you wish every one of your heroes to be. I know countless artists, illustrators, animators, writers & directors who owe their careers to Marshall and his program at SVA. And even though my career evolved from illustration, I carry his lessons in storytelling & community with me every day. #marshallarisman #sva #memoriam https://www.benxtrinh.com/thoughts/clio-awards monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/ed44831a-1581-433f-abbf-36cd8322dc51/1650457138766.jpeg Where my head's at - Accolades & Gratitude - I don’t do this often. But this time it’s special. At the start of the pandemic, we won the business to help Verizon win over gamers. And this week, our tent pole OLV “The Reset” won three Clio Awards. Awards are cool. I’m super proud of the work & its deserved accolades. But I’m even more grateful to have been in the Zoom trenches with everyone at MW and VZ for the past two years. They helped keep me inspired & my spirit afloat, as the world was ending outside our work from homes. We came to play. We worked our butts off. And we had a great time doing it. https://www.benxtrinh.com/thoughts/remembering-dad monthly 0.5 2022-06-16 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/40868f25-d6ac-41f8-b537-ad5df5441631/Post-Header_Dad-has-passed.png Where my head's at - Remembering Dad - My dad died six years ago today. When I found out, I was prepping to lead a client meeting. I received a text. “Dad just passed” My parents had been traveling internationally. The rest of my family lived out of state. My boss and my company’s co-founder sat me down on a couch, asked me what I needed. Because I couldn’t process it, or didn’t want to, I chose to keep working. So we held the client meeting. I ran it. It went well. (cue: mixed emotion humble brag) At the end of the meeting our client, recently a proud dad himself, showed us photos of his baby son. I winced at the day’s cruel irony. Afterwards, my team took me out for a drink. My wife Laura met us. And I finally let myself breathe. To this day, I’m grateful to everyone who helped me get through that meeting & The Longest Afternoon Ever. Thank you Jess, Christopher, David, Stephanie, Hannah, Matt If you work alongside good people, be grateful. Because sometimes, your co-workers are your friends. And sometimes, they’re your lifeline. #dad #bereavement #coworkers #gratitude https://www.benxtrinh.com/thoughts/the-great-imposter monthly 0.5 2022-03-31 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/6fbd4382-9207-4797-b550-e3739c366437/1648641820767.jpeg Where my head's at - The Great Imposter - It comes for us all, eventually I’ve been thinking about Imposter Syndrome a lot this week. No matter how successful, smart or hardworking we are: none of us ever fully escapes it. But together we can help each other beat it. This past weekend, I had two separate convos with close friends—both Career Powerhouses. I’m in awe of them. They didn’t call it by name but they were each having a bout of Imposter-ism. One friend was doubting themselves after a decade of achievement in a notoriously toxic industry. They joined a new networking forum and shared their battle-tested POV with thought leaders outside their category. This made them feel supercharged with expertise. The other friend was feeling the weight of their capital-L Leadership position. I rattled off a list of all their CV-shattering achievements I personally witnessed from our past life working together. I wanted to help them remember their bigger story. I saw a pattern. Parallel struggles. Similar solutions. It turns out that no matter how high up the ladder we climb, we carry the weight of past insecurity like a bucket of water. Sometimes we notice that weight less when we’re on a roll. Sometimes we’re tired & it weighs us down more than ever before. So what do we do with this weight? We build up that muscle. From now on, here’s how I’m fighting back against Imposter-ism : 1. NAME IT: Acknowledge that you’re dealing with Imposter-ism. Extra points for pinpointing your Imposter-trigger (mine is perfectionism). 2. REFRAME IT: Stop the downward spiral. Ask: “Am I being fair to myself?” Change your context. Ask: “How far have I come?” 3. BALANCE THE SCALES: Celebrate at least one win for every setback/critique/self-recrimination. 4. USE A LIFELINE: Ask for help. 5. BE A LIFELINE: Help each other up. I’m curious what others do to work through their own Imposter-ism. Even though it comes as a side effect of individual success, we can still carry the weight together, right? #impostersyndrome #impostorsyndrome #bettertogether https://www.benxtrinh.com/thoughts/two-year-journey monthly 0.5 2022-03-31 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/1648745750748-J5953KLEDYHWHMHHR4WK/1648125771089.jpeg Where my head's at - Two Year Journey - Just another day at the office Just another day at the office https://www.benxtrinh.com/thoughts/new-abnormal monthly 0.5 2022-03-31 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/aa3fa3e2-5339-4b14-bfbc-f858427ecd65/mole_people_poster_04.jpg Where my head's at - Our New Abnormal - The Mole People is… Us This week, my wife & I became the very last people in NYC to rejoin civilization. At least, that’s what it feels like. Both of us had client dinners—the first time in two years at fancy restaurants without our two young children. We were both stunned at the surreality of it: realizing that everyone else has fully embraced the return to Our New Abnormal. Has anyone else struggled in emerging from this un-wakening or am I last of the mole people? #molepeople #isthisreal https://www.benxtrinh.com/home daily 1.0 2023-08-31 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/ac3f08cb-cabd-4909-a864-04eb8b70f122/The-Reset_GIF_Bike_Compressed.gif https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/af0fbca0-dcff-4b92-a8fa-d25c92afdcbc/Dialyze-Hero.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/1656377327998-00P8BPU6K9IE0Y7F0E9T/unsplash-image-PACWvLRNzj8.jpg https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/798a55e8-95dc-46eb-bdde-ffeed2518dd1/WDI%2Bstudents%2BSeptember%2B9-3-254.jpg Home - How I make a difference: Lead with empathy. Shape decisive strategy. Take purposeful action. https://www.benxtrinh.com/about daily 0.75 2023-03-31 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/24288ec5-babb-4bbb-a8b2-75619083466c/VeryBadAsian.png Who I Am - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/6cc6f0e3-3697-4a70-b2cf-b187ab95f4fe/IMG_7843.JPG Who I Am - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/2cd32f41-dbd0-4582-9e94-d8df632c4950/IMG_1921.JPG Who I Am - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.benxtrinh.com/the-work daily 0.75 2023-08-31 https://www.benxtrinh.com/the-work/06-constellation monthly 0.5 2021-11-06 https://www.benxtrinh.com/the-work/03-success-academy monthly 0.5 2021-11-07 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/bee72971-e242-4f07-8e74-ba0c53551726/SA_ads.png Things I've done - 03 / Success Academy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/bfdeab6e-e162-429d-ace2-2e8f532fa53f/SA_Signage.png Things I've done - 03 / Success Academy - Start stronger. Go further. The campaign’s leading message focused on empowering a child’s education today as fuel for self-reliance tomorrow. This new messaging informed targeted media placements online & out of home. In its first year, this campaign reversed a 4-year decline & increased applications 41%. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/a8c00441-6c55-4da8-b7e0-8d2ca45cb1cf/SA_Student.png Things I've done - 03 / Success Academy - Recruiting new teachers & employees The success of our scholar campaign unlocked a new opportunity to take on additional work: a recruitment campaign to attract new teachers. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/9f5e0b12-3e14-4864-9227-63e1a2efc0bc/SA_Talent-ads.png Things I've done - 03 / Success Academy - The difference is you. This hiring campaign established that working at Success Academy is as much about the growth you give to students as the growth you get. Qualified hires increased 123% in the first year alone, allowing Success Academy to meet their growing classroom needs in new neighborhoods. https://www.benxtrinh.com/the-work/case-study-04-uncommon-goods monthly 0.5 2021-11-07 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/1636265224003-YXU5XK4FBYYBJE0V9X8Z/UG_WebHero.png Things I've done - 04 / Uncommon Goods - Inspiring “ah-ha!” moments A new look & tone set the bar at surprise, delight, & thoughtful intent. This renewed, heartfelt boldness would be carried throughout—from choosing the most creative products to touting their “Force for Good” business philosophy. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/f7fc6268-c428-44f8-bf2e-f40efa74bcec/UG_icons.png Things I've done - 04 / Uncommon Goods https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/c6db7a23-ddab-4a3a-8c5a-181cf25366f1/Screen+Shot+2021-11-07+at+1.53.04+AM.png Things I've done - 04 / Uncommon Goods https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/7d517f6d-da5b-4373-91fc-8dbcacad2993/Screen+Shot+2021-11-07+at+1.07.50+AM.png Things I've done - 04 / Uncommon Goods https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/c179691f-7db0-4286-a1e6-909d45667f73/Screen+Shot+2021-11-07+at+1.53.23+AM.png Things I've done - 04 / Uncommon Goods https://www.benxtrinh.com/the-work/08-thomasfriends monthly 0.5 2021-11-06 https://www.benxtrinh.com/the-work/groundwork-casestudy monthly 0.5 2021-11-06 https://www.benxtrinh.com/the-work/eggs-research monthly 0.5 2021-11-06 https://www.benxtrinh.com/the-work/dialyze-direct-casestudy monthly 0.5 2021-11-06 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/af0fbca0-dcff-4b92-a8fa-d25c92afdcbc/Dialyze-Hero.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/6a559c4b-43e7-4555-8f35-71ad85502542/Screen+Shot+2022-07-26+at+1.08.24+PM.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/5d2a6251-3211-4eaf-8cbe-a2faadc37a19/Screen+Shot+2022-07-26+at+12.47.46+PM.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/3827a893-6c36-4e8d-8ec6-9281a2eca20d/DD_Ecosystem.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/b9cadd12-bfd8-40a3-a82d-27cd409b2fd3/DD_Website.png https://www.benxtrinh.com/the-work/verizon-casestudy monthly 0.5 2022-07-25 https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/a6b94f2c-7760-4703-a263-8ec9baf9bfd1/VZ_Gamer-Girl.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/a17319ff-cc0e-41f9-9707-d31de7c372da/Screen+Shot+2022-06-12+at+6.26.32+PM.png https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/7eead497-2dda-41f5-ba6e-96457f818545/VZ_OOH.png Things I've done - 01 / Verizon - Positioning The campaign leveraged a new advertising playbook of distinct gaming brand assets & confident tone of voice. Gamer targeted paid media assets ran online year long. The new positioning 5G Built For Gamers elevated innovation & community. The work put gamers first. https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/0652fe92-02c6-4cc9-9f61-182cf916cbc9/VZG_FCFValorant_TwitterConvoCard_r1v2.gif https://images.squarespace-cdn.com/content/v1/6184218abb66945e2f954956/eff89de9-0ed4-4cb2-9b9f-95f9b34d3413/Screen+Shot+2022-07-23+at+7.53.54+AM.png