I conducted this interview about two weeks ago with Blacksen of Blacksen’s End. He is both a GM and a blogger. I picked up several neat ideas as we discussed the raiding environment and guild management tips.

Hey Blacksen, thanks for taking the time to sit down with me and answer a few questions. I understand you’re a guild leader yourself. Could you tell me more about you, your guild and how that organization came about?

Back in early December 2009, a few of my RL friends (Faux, Rissara, Krisys, and Dez) and I transferred to Zul’jin with the intent of PvP’ing together. After reading more about rated battlegrounds, we decided to start a guild doing battlegrounds on Sunday/Monday and raiding on Tuesday/Wednesday/Thursday.

We knew from the beginning that our primary guild value would be performance. All of us were excellent gamers who wanted to excel in the content given. Recruitment was kicked into overdrive over the Holidays and our first 25man raid was January 4th.

It’s funny to look back on it all since we specifically told people in our February, March, and April interviews that “we are not a server first guild. We can’t get server firsts raiding 3 nights per week on a very competitive PvE realm.” Now, we’re recruiting and driving for national competition while staying on our limited schedule. We’re the #3 3 night/wk guild in the United States, behind Surprise Mutiny and Arathian Knights. We’re hoping to become #1 with Cataclysm.

Over the past few months, we’ve actually split the guild into two separate “teams” under the same guild tag. I’m the main coordinator of Critical, our PvE progression team. One of my officers, Faux, is the main coordinator of Vital, our Rated Battlegrounds team. We want both teams to be able to compete at a national level while still accruing the same guild achievement, experience, and reputation benefits. This system allows the two teams to achieve that while operating completely independently.

As a guild leader myself, I’m always interested in learning about the management techniques of other guilds. Have any trade secrets?

There are a few things we learned pretty early on that helped us out, the first of which was making value-based recruitment decisions. We told people that we valued performance above everything else, and we accepted anyone who came to us saying “I also value performance.” We accepted several undergeared and underqualified applicants simply because they said “I know I’m a good player” – Toragon, Annaleise, and Anosh, to name a few.

Another thing we learned was how to specialize the trade chat macro. I still have a few examples:

• A horse walked into a bar and the bartender asked “Why the long face” and the horse said “Because I’m not in Imperative.” Imperative is recruiting! Join now!
• You can pwn if you wanna. You can leave your guild behind. Cus your guild don’t pwn and if it don’t pwn then it ain’t no guild of mine. Imperative is recruiting!
• Just a city dwarf, born n’ raised in south IF! He took the midnight train going to Imperative, with a light raid schedule and 8/12 in ICC-25! Spots open, join now!
• Apolo Ohno? More like Apollo Fail-o! Why? Because he’s not in Imperative.

These macros were essentially designed to grab attention. Most people just completely zone-out when it comes to advertisements in real life, and trade-chat advertisements are no different. These macros were designed purely to get people talking about our guild and what we were about.

Another successful idea that we implemented were guild meetings. We hold an officer meeting at the end of every raid week to discuss recruitment, member concerns, and anything else that we want. In addition, we also hold a guild meeting on the last Monday of each month. Our guild meetings serve as a reminder to individual players that we’re focused on both short-term and long-term goals. It’s easy for a lot of guilds to get so wrapped up in each progression cycle, so we created our guild meetings to reinforce long-term guild goals.

One final policy is officer chat. Anyone in the guild can talk in officer chat at any time, but only officers can read officer chat. At first, this might seem a bit strange – members type something in /o but they can’t even see their own message. Overall, it has provided an excellent flow of information. It allows members to talk to all officers simultaneously without pulling us aside. If a member has a problem with another member, an emergency afk, a strategy suggestion, or anything else that officers should be aware of, they can simply say something in officer chat. This policy ensures that some officer will see it and that all officers are aware of it, rather than just the “favorite officer.”

With regards to Cataclysm, how is your guild preparing for the expansion in the opening weeks?

We’re going to take it easy. We’ve set out first “official” 25man raid for January 4th. Between Cataclysm’s release and that date, we’ve set out some expectations for our members such as 40 heroics minimum completed, all of the good gems/enchants (including reputation ones), tradeskills high enough to incur personal raiding benefits, and strong familiarity with your class mechanics and all introductory fights. However, I’m sure we’ll end up doing some 10man raiding to start getting familiar with the fights. We might end up raiding on December 21st.

Right now, Cataclysm is looking like you cannot “skip over” heroic dungeons. WotLK had players walking into Naxxaramas with essentially quest greens, and the raid instance itself was extremely easy. Blizzard seems to be overcorrecting for that mistake, making most of the introductory encounters complete gear checks.

Our rated Battlegrounds team, Vital, is likely starting December 18th or 19th. We now know that it will be a 15v15 weekend, and we’re all very excited to dive headfirst into the competition. It’ll be interesting to see what teams show up that early and how the season scales with resilience.

How do you utilize your guild bank? How are the resources being used?

Right now, the guild bank pays for all repairs during raiding hours and provides fish feasts for all raiders. We’ve accumulated a static 225k to “sit on” going into Cataclysm. Anything over 225k is split among all active raiders at the end of the month. We sell Light of Dawn for 40k each week to two players, in addition to selling heroic run-throughs and gear.

We’re hoping to be able to provide Flask Cauldrons, but, with the changes to 10 and 25man raiding, that may not be sustainable. With the merger of 10man and 25man lockouts, it’s become difficult to sell both gear and raid spots. However, the guild leveling “perks” that deposit gold into the guild bank in addition to BoE items might transfer things over.

About raiding

Let’s talk about your raid environment for a moment. I’ve heard from a variety of raiders at upper levels that a top 100 guild is different from a top 50 guild which is different from a top 20 guild (and a top 10 guild). Do you know what I mean? Do you think you can explain that a bit? What kind of mindset or mental state is the raid in when on a progression run?

I think the main thing that varies is the collective view of the most brutal progression fights. For the most part, we were nowhere close to competing for US until we seriously pushed heroic Lich King. In fact, we spent the entire month of January competing to get on the front page of WoWProgress on Zul’jin. When we got out first heroic Sindragosa and Putricide kills, we were just under the “top 250” cutoff. We were a guild that was 4/12 heroic until the next zone-wide buff, and we’d jump 4 more bosses.

We raid three nights per week and strictly adhere to our schedule. We’ve never raided past 12:20am and never raided on a non-raid night. Most of us felt that, with 10 hours of raiding each week, things like server firsts were beyond us. We told people in interviews up front that we likely wouldn’t be getting server firsts just due to time constraints.

Our mindset changed drastically at heroic Lich King. When we learned that other guilds on the server were making limited progress, we saw an opportunity to actually seize a server first. Our raid environment went from joking-fun raiding to semi-serious and professional attitudes. Whenever the officers elected not to attempt heroic Lich King, people became extremely agitated.

There are a lot of different “modes” that raids can enter when pushing progression. There’s an “unfocused” mode where people crack up at Shadow Trap wipes. There’s a “bad luck” mode where people start feeling that elements are out of the raid’s control (disconnects, for example). There’s “rapid fire” mode where you’re literally just throwing bodies at the boss and trying to get as many attempts as you can (Quedar hates this mode. I love it). These modes are all fairly detrimental, but all difficult to control. It’s hard to make sure that people are both focused and having a good time. The worst thing that I can ever hear as a raid leader is one of my officers saying “this is miserable” – you’ve gotta keep morale up.
The one thing that all top-level guilds have in common is the high emphasis placed on performance. I’ve been playing WoW for over 4 years, and I know how challenging it can be to be an awesome player surrounded by bad ones in a terrible guild. So, in case there is any doubt, there are guilds out there where everyone is an excellent player and no one is getting carried. You just need to find them.

Can you summarize the recruiting process after the initial application? You probably have a trial portion of some sort. What does that involve? What happens when a raider passes it? What happens when they fail?

Once you submit an application, you’ll get assigned a unique application ID number that gives you and only you access to your application. The application also gets posted on our private forums so that members can post questions and comments for the applicant to see. I firmly believe that all applications should be private for both the applicant and guild, but I also wanted applicants to be able to engage in a dialogue about their application – this system allows them to do that.

After you submit an application, we usually get comments posted about it within 18-24 hours. If we like your application, you’ll get flagged for an “interview” by one of our officers. Interviews, for us, usually consist of no questions. Instead, we just lay out how we operate and what our expectations are. It’s then the burden of the applicant to evaluate themselves and critically analyze if they can meet our expectations. Nearly every applicant who gets to the interview stage is accepted.

We don’t have any “initiate” or “trial” status. Once you’re in, you’re in. You’re held to the same expectations as every other member. We do not allow “I’m new” as an excuse for poor performance. We expect everyone to get things correct on their first try, even if they’ve never seen it before.

What type of players are you looking for when you’re recruiting? Are there any specific or shared traits among the players in your raid group?
Simply put, we recruit “skilled players.” If anything, the past year has proven to us that skill drives progression – not time input. We want players who are world-class record setters and don’t need to make mistakes in order to learn the lessons.

However, there are several other elements that go into our ideal applicant. Applicants for either team are expected to be team players. We frequently call upon individuals to set aside their personal goals for a larger team goal. We had three rogues and three hunters when pushing heroic Lich King, but we only brought one rogue and one hunter due to their weak classes. In the 10-weeks prior to heroic Lich King, we received 40 heroic tier tokens in which every single one went to a DPS. We asked our healers to set aside their personal healing goals so that we could gear for the fight (heroic Lich King being a pure DPS race).

To screen for team players, we usually look at guild history. Players who are essentially “guild hoppers” usually hop whenever asked to set aside some personal goal, while players who’ve been in a single guild for 6 months or more have inevitably been asked to do something they didn’t want to do, but did it anyway for the team.

Another strong element is cultural “fit.” Imperative’s culture largely emanates a feeling of “professional college gamers.” 90% of the guild is between ages 20 and 25, and 96% of the guild either already has or is currently pursuing a 4-year Bachelor’s degree. Culturally, the majority of our members are extremely professional – no one would greet their friends like “gangstaz”. We want players who fit well with our raid environment. To do that, you need to be a generally nice person who doesn’t screw around in raids and enjoys being around other people. In the past, we removed two main tanks for extreme personality clashes (and generally being assholes).

What immediately happens after a wipe? What is the leadership approach to players who aren’t “getting it”?

Immediately after any wipe, every officer writes down what they interpreted as the cause of the wipe in addition to any mistakes that were made in the previous attempt. This data is then compiled later in our officer forums for analysis. We then explain what we interpreted as the cause of the wipe and what we need to do to improve.

If individual players just “aren’t getting it,” their raid spot will immediately be called into question in both the short-term and long-term. If someone is simply having an off-night, they’ll get replaced for the remainder of the evening. However, if someone is sincerely struggling at learning an individual boss mechanic, their long-term raid spot will also be questioned (sometimes publicly).

We are a guild of rising standards, and, to us, WoW is an easy game. At one point in time, we recruited based on the ability to run out of normal-mode Sindragosa’s Icy Grip. We later (much later) recruited off the ability to down heroic Lich King and heroic Halion. For the past two months, we’ve been recruiting off the ability to farm heroic Lich King. When Cataclysm hits, we expect all of our members to rapidly learn and perfect fight execution. With each fight, there’s a new performance standard set. If they fall significantly behind, we’ll open recruitment for someone who can meet the new standards.

Rumor has it you instituted a “bottom 3” policy at some point in time. What was that about?

The “bottom 3” policy was in effect until September earlier this year. Essentially, the policy states that we’re always seeking to replace the “bottom 3” players in the guild. At the end of each week, officers meet to discuss who were the three least skilled players in the guild. We then inform those three that they were in the bottom 3, and, if they do not significantly improve, we recruit over them. Being in the bottom 3 also removes all loot privileges until we see an improvement. When it comes time to critically analyze an individual raid spot, we look at how often that player appears in the bottom 3 and if we believe their performance level can change. Once we receive an application from someone that we are convinced is better than someone in our bottom 3, we replace them. Once that recruit proves to be actually better than the player in the bottom 3, we remove the player.

At first glance, it sounds brutally harsh, but it has proved extremely effective for us in the past. First, it’s worth noting that no one who was meeting raid standards has ever appeared in the bottom 3. Second, it’s generally hard to “convince us that you’re better.” We need to see long-term attendance levels and performance levels that are better than our current players. One single raid-night parse doesn’t cut it here.
Finally, the policy doesn’t really do anything different than most other raiding guilds. Most guilds look to replace their weaker players with stronger players, and the weakest players tend to get more urgency attached onto them. It’s nothing new to say that we “remove our bad players.” The bottom-3 policy forced us to focus on only 3 bad players rather than a potential 10 that were on our roster early on.
What type of loot distribution system do you run and what was the thought process that led you to it?

Ironically, I was a DKP-addict throughout all of Burning Crusade. I spent countless hours trying to create the perfect system that would give the correct incentives for showing up and performing. It wasn’t until I joined Aftermath on Lightning’s Blade that I was enlightened to the brilliance of loot council. Aftermath had a perfect loot council that made decisions purely based on progression and performance. To them, gear was a means to an end. When starting Imperative, I attempted to copy several of their policies.

Early on, loot council made sense for us. We wanted to ensure that our best players got all the gear they wanted, while our weakest players got absolutely no gear at all. Point-based systems tend to over-emphasize attendance and downplay performance, so they weren’t an option.
Loot council is the optimal form of loot distribution at high-end progression raiding. For us, “fairness” is completely irrelevant. Gear is allocated purely for whatever is going to get us the most progression the fastest. As mentioned earlier, the 40 tier tokens that dropped prior to downing heroic Lich King went to DPS’ers. Stronger AoE classes were given preference on the tokens over weaker AoE classes. We were gearing to down heroic Lich King, not to be “fair.”

Now, I consider myself an expert in loot councils. I’m the author of the #1 Loot Council mod, LootCouncil_Lite. The mod gives loot councils a solid voting interface with the ability to quickly compare upgrade sizes. It has become a critical part of our loot council procedures.

*Edit: I personally use Loot Council Lite and I love it.

What you did for the red shirt guy was touching. What made you decide to offer that gesture? How did the rest of your guild take it?

After BlizzCon and reading the horrific comments on the forums and YouTube, I went to track down the red shirt guy. After learning his identity, we extended him the offer to come to a 12/12 heroic clear, getting all gear that he could use including heroic tier tokens and Lich King weapons.
We felt that, out of everyone in the United States, he would get the most enjoyment being a part of the most epic battle that has ever been made within any MMO. He genuinely appreciated the meaning and lore behind Invincible – it wasn’t just a “cool mount” to ride around. A lot of people have tried to make him feel bad or feel like a nerd, so we thought he should get the gear to feel totally badass.

We did not reveal the identity of the red shirt guy until after the raid, so most had no idea what was going on. We didn’t want him being harassed by individuals in the guild or on the server. We instead told the guild that I had a “personal friend” transferring over, and that he would get any and all gear that he wanted during our 12/12 heroic Icecrown clear. He walked out with two heroic Tier Tokens, the heroic Deathwhisperer dagger, the heroic Lich King axe, and a few other pieces.

Most notably, we gave the red shirt guy Invincible. One of my officers (Faux) won the roll and elected to give it to him, sacrificing his vanity item eligibility for a few months. After revealing his identity, a few members outright didn’t believe us and were a little disgruntled that we gave Invincible to “some friend of Blacksen.” After the red shirt guy made the YouTube video, however, everyone was happy and warm inside.

About the blogs

What’s Blacksen.com about? Are there any projects you’re apart of?

Blacksen.com is about a wide range of topics, from guild and raid leadership to zone critiques to game design suggestions. I originally started it as a feeble attempt to improve my chances of getting into the gaming industry. Once I really got going and Imperative started making significant long-term progress, blogging became more of an hobby.

The majority of the blog focuses on guild and raid leadership within World of Warcraft, but there are a few other things I’ve tossed in. A lot of my guildmates have recently become enthralled with League of Legends, so I’ve written a couple of entries on that. A significant number of us also participated in the Cataclysm beta.

I’ve also been a part of the MMOLeader.com launch. The title pretty much explains what it is – a place for leaders within MMO’s to congregate to discuss various strategies and issues that they’ve experienced.

Thanks again to Blacksen for taking the time to participate in this interview!