todays book brief: change by design
TRANSCRIPT
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60-SECOND BOOK BRIEFS
CHANGE BY DESIGN
BY TIM BROWN
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TIM BROWN IS THE CEO OF DESIGN FIRM IDEO, AND HE’S UNIQUELY QUALIFIED TO WRITE A BOOK TITLED CHANGE BY DESIGN.
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HE ASKS US TO BECOME A
Design ThinkerTHINKING ABOUT PROBLEMS IN WAYS WE NEVER CONSIDERED BEFORE.
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A TRUE DESIGN THINKER WILL ENSURE THAT THERE IS PERFECT HARMONY BETWEEN THE FEASIBILITY, VIABILITY, AND DESIRABILITY OF ANY SOLUTION BROUGHT TO THE MARKETPLACE.
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IN ORDER TO DO THIS, WALKING A MILE IN YOUR CUSTOMER’S SHOES IS KEY.
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EXPERIENCE WHAT THEY EXPERIENCE, REMEMBERING THAT INSIGHTS ALMOST ALWAYS COME FROM YOUR P O W E R U S E R S , O R CONVERSELY THE PEOPLE W H O H A V E E X T R E M E DIFFICULTY USING YOUR PRODUCT OR SERVICE.
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Once you have insight, it’s time to create a solution.
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EXPLORE MULTIPLE OPTIONS THAT POTENTIALLY SOLVE THE PROBLEM…
AT THE SAME TIME, RUTHLESSLY CUT THOSE OPTIONS DOWN SO YOU
CAN EXECUTE ON A SMALL NUMBER OF THEM.
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FINALLY, YOU MOVE INTO THE RAPID PROTOTYPE PHASE, TESTING THE WINNING IDEAS IN A QUICK AND DIRTY FASHION. THE CRITICAL ISSUE HERE IS TO GET FEEDBACK FROM CUSTOMERS, NOT TO PRODUCE A POLISHED FINISHED PRODUCT.
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RINSE, WASH AND REPEAT UNTIL YOU HAVE A WINNING PRODUCT THAT SOLVES A BIG PROBLEM!
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