We caught up with the brilliant and insightful Steve Deitz a few weeks ago and have shared our conversation below.
Steve, appreciate you making time for us and sharing your wisdom with the community. So many of us go through similar pain points throughout our journeys and so hearing about how others overcame obstacles can be helpful. One of those struggles is keeping creativity alive despite all the stresses, challenges and problems we might be dealing with. How do you keep your creativity alive?
At 900lbs, creativity isn’t just an idea, it is a cornerstone of our culture. It forms the very core of our mission. As a future-focused experience design agency, our team thrives in an inspired ever-learning environment where adventure isn’t just encouraged — it’s a Core Value. Our talented technical developers, artists and designers are well-versed in a myriad of tools as we tell stories in unique ways. We embrace our industry-agnostic capabilities to manifest the “art of the possible.” From augmented reality and immersive, multi-sensory spaces to intuitive user interfaces and generative AI art, we have a lot of fun as Design Tomorrow, Together.
Personally, my hunger for creative exploration has led me across 37 countries. I am thankful to have traveled to some of the far reaches of the world. I work a lot of hours. Traveling takes me out of context and it ignites ideas like jet fuel. Getting immersed in a new culture opens the mind and it expands my imagination in ways words can hardly capture. Being an “integrator” with my driven, determined work ethic, I have always been able to effectively work hard on the road while still feeling balanced. I am grateful that my wife supports this mindset. When you love the creative process, the passion drives your hustle. With experience, shifting between linear and lateral thought becomes second nature.
In this super-connected world that continues to advance at such a rapid pace, I believe that it is important to disconnect. Every few months, I delve into nature’s freedom, taking time for digital detoxification — be it hiking, camping, or simply enjoying a campfire with a sketchbook in hand. These moments not only refresh the soul but often lead to the most profound eureka moments.
Thanks, so before we move on maybe you can share a bit more about yourself?
I grew up in the booming metropolis of Merkel, Texas. With a population of 3,000, it wasn’t exactly a technology hub. Drawing and creating was something that became a big passion at a young age. In 5th grade, I sold my drawings at school in exchange for my classmates’ lunch money. My entrepreneurial spirit was ignited. In high school, my parents and teachers would enter my art into competitions. Sometimes, I would win. One award-winning piece actually sat in the lobby of the House of Representatives in Washington DC for a year. I graduated from Texas Tech University where I majored in Design Communication/Marketing while taking elective business courses on the side. My work ethic was intensely fixated on aspirations of starting a business and investing in a vision and growing a team.
In 2010, I cofounded 900lbs. Fast-forward fourteen years later and there is so much to be excited about. Our Clients are innovative storytellers and industry thought leaders. They are making an impact and driving change within their organizations.
With more than 70,000 attendees, re:Invent, is AWS’ largest annual event. Our Team created an Augmented Reality (AR) experience that overlaid digital storytelling on top of a real Formula 1 race car at the event. By selecting “nodes” spawning from image markers, our experience highlighted how F1 and AWS digitally transforms the sport of racing. By using over 550 million data points from more than 5,000 simulations to enhance fan experiences, fans were able to understand how drivers’ split-second decisions inform teams and help drive race strategies, in real-time.
900lbs recently designed and developed three interactive experiences in a state-of-the-art customer briefing center in Washington DC for Textron Systems. Our Interactive Timeline serves over 140 chronological timeline points showcasing the organization’s rich history. Through our custom iPad app controller, users can filter content on our content management system or navigate an operational footprint map across multiple states. Our Team created an interactive product configurator with 360 degree 3D views and videos. Clickable hotspots outline technical specs of each product. 900lbs created a large-scale, multi-sensory immersive theatre that transports the audience into a first person point-of-view of 3D animated mission scenarios utilizing Textron Systems’ most innovative products.
Through a joint venture partnership with GlassMedia, we are about to launch PeerVsn. This new mobile, scalable streaming communications display is battery-powered with AI audio and a 4K web camera. Captured through our custom iPad app, influencers and key stakeholders can utilize a broad range of features as they are virtually transported anywhere to have two-way life-size conversations, in real-time.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
“Be Like Water” – I have always loved this quote from Bruce Lee. “Empty your mind, be formless. Shapeless, like water. If you put water into a cup, it becomes the cup. You put water into a bottle and it becomes the bottle.” We must embrace change. It is a constant. With the exponential rise of technology and the speed of innovation, we must stay agile and nimble.
Be Curious –
Curiosity drives the wonder that humankind needs to innovate. What if?! You never know. Ask questions. Some people who are early in their careers get a “know it all” mindset. Ego is the enemy. Lean on the big brains all around you. Be a sponge.
Be Open Minded –
AI is going to fundamentally change so many aspects of our work and our lives. Innovation breakthroughs are going to be supercharged by AI. It is so exciting to think about the tools at everyone’s grasp. By 2030, the speed of 6G could be 100 times faster than 5G. Imagine being able to download 100 hours of 4K content in 1 second. Imagine what that will do for Extended Reality wearables and the high-fidelity content and data that drives them.
As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?
The Obstacle is the Way by Ryan Holiday = The foundational lesson from this book is inspired by stoicism, the ancient Greek philosophy of enduring adversity with perseverance. Many impactful stories focus on the thought process of what a person can control vs what a person cannot control. We don’t control when things get hard, but we always control how we respond. Each obstacle that is blocking our path to success is the path. In business, oftentimes we need to have an objective perspective. According to the author, Ryan Holiday (who has written other great books), there are three forms of discipline that we must focus on – perception, will, and action.
Other books that come to mind:
Bold by Peter Diamandis
Greenlights by Matthew McConaughey
The Hard Thing About Hard Things by Ben Horowitz
How to Fly a Horse: The Secret History of Creation, Invention, and Discovery by Kevin Ashton
The Alchemist by Paulo Coelho
Contact Info:
- Website: www.900lbs.com
- Instagram: https://www.instagram.com/stevedeitz/
- Facebook: https://www.facebook.com/steve.deitz.33
- Linkedin: https://www.linkedin.com/in/steve-deitz-2a46b3a/
- Twitter: https://twitter.com/SteveDeitz
