Hello, Hybrid

Ashley shares elements of the talk she gave at Hybrid Conf, 'Idea To Launch In 11 Years'

25Aug'16

Last week I spoke at HybridConf in Berlin, a conference for creatives. My talk was titled 'Idea To Launch In 11 Years' and focused on my journey in insurance, culminating with the launch of Jack!

Ashley speaking at Hybrid, photo by Charlotte Coleman

I shared 3 reasons it took 11 years to launch Jack.

Reason #1: I Cut Corners

The insurance industry can be hard to navigate if you enter into it from an unconventional background, which I did. Instead of putting in the time, work and expense to do things right, I cut corners and took the easiest option available to me.

I started as an affiliate for an insurance company. While this meant I could begin trading quickly, I didn't have any control over the design, technology or the customer journey. Ultimately it wasn't the right route for my vision for Jack.

Reason #2: I Lacked Focus

As a creative, I often have a lot of ideas and interests. These used to pull me in all kinds of different directions.

I was working on a lot of side projects. Photography, podcasts, photo walks. It was fun, but it prevented me from giving insurance my full attention.

It's no coincidence that since phasing out distractions, that was when I was able to make my vision for Jack a reality.

Reason #3: The Final 20% Is The Hardest

It doesn't matter what you're working on, the final 20% is the biggest hurdle.

Seth Godin touches upon this in his book, The Dip. I recommend everybody read this.

The Dip is about that part where excitement fades and "…it gets harder and less fun, until it hits a low point". At that point most people quit. The Dip, however, is when successful people don't quit.

I decided to push through that final, gruelling 20%. I'm glad I did!

It's been a while since I've done any public speaking, but Hybrid was the perfect conference to ease back into it.

I particularly loved this illustration Malwine did of my talk.

Malwine's illustration of Ashley's talk

Next, I'll be speaking at Meat Conf in Edinburgh.

We asked ourselves one important question …

What do we want out of an insurance provider?

With Jack is the answer