Download - Design thinking
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strategic insights from
Tim Brown and Roberto Verganti
DESIGN thinking: The New Paradigm for Agencies
Heather White-Laird
08.05.2010
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This practice of the borderline is difficult and risky, and asks for awareness and commitment from each one of us, in each of our roles.
Our mission is to stay as close as possible to the borderline, although we know it is not clearly drawn and that there is a risk of going beyond it.
Alberto Alessi, CEO Alessi Design
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table of contents
• principles of design thinking
• what is it, really?
• qualities of a creative mind
• rules of engagement
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principles of design thinking
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• innovation• inspiration
• ideation• implementation
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innovation
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invention with success
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inspiration
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problem or
opportunity
that
needs solving
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ideation
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process of generating ideas
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process of testing ideas
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process of developing ideas
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implementation
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path from project to market
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what is It, really?
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it brings constraints
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into harmonious balance
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•feasible: must be possible in foreseeable future•viable: must be part of a sustainable business model•desirable: must be appealing to and for your audience
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it’s not just about differentiation
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it’s about
perverting the norm.
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with the way people think
it’s about screwing
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it’s about destroying
sacred
traditions
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it’s inherently experimental
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it’s inherently flexible
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needs and desires
it identifies unknown or latent
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complexity is a great beginning
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simplicity is the best solution
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they will have
no choice but to pay attention
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qualitiesof acreativemind
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be courageous
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take risks
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get
wet
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play
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cultivate
empathy
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be idea obsessed
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rules of engagement
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optimism built on trust
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explore the fringe
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conventional market research
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may only lead to
incremental change
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if everyone
agrees, you’re
probably all
wrong
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solve buyers’ problems not sellers’
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us vs. them
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no!
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us with them
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yes!
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we’re in this together
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thanks to the internet we need to extend our understanding to social interactions within groups and among groups themselves
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reward achievements
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and failures
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• things are carefully planned, so when things go wrong, you know why
• things are genuinely uncertain, the outcome cannot be known ahead of time
• they are modest, so catastrophe does not result
• they are quickly managed, so corrections can be made
criteria for intelligent failure
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the the rewards are golden
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• generates products with long lives• can define new rules around your core
competency• makes it difficult for competitors• halo effect enhances value of your other
products and services• builds brand equity
it’s simple
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remember
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• innovation, inspiration, ideation, implementation
• feasible, viable, desirable• reward achievements and failures• explore the fringe• it’s about us with them• it’s ok to fail—within limits
new rules
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• courageous• optimistic• playful• egoless• empathetic• agile
be
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more info
• Change By Design, Tim Brown• Design Driven Innovation, Roberto
Verganti• The Design of Business, Roger Martin• TED talks by Tim Brown, Don Norman,
Daniel Pink• Twitter: @timkastelle, @jorgebarba,
@psfk
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Credits14: Phillipp Klinger17: Bill in STL24: LittleGazelle28: HawlendRion42: yakczar50: oblaise55: alrescate359: Bill A
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thank you