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re:innovation
Robin EdmanChief Executive
TAFTIE Policy Forum, Brussels, November 21, 2018
Design Driven Innovation
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DESIGN DRIVEN
INNOVATION
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DESIGN
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to design is to integrate
functional, emotional
and social utilities
when shaping goods,
services, processes,
messages and strategies
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50 styling - promoting the nation
60 involving industry
70 the rise of ergonomics
80 design management
90 brand building
00 innovation and competitiveness
10 services
Source and inspiration: Anna Valtonen
circular economy,
empathy, sharing and
co-creation with users
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a people-centric
multi-dimensional
thinking process
in complex situations
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can be used to better
understand the users
and will help to start the
creative process
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a process for
cross-disciplinary
facilitating adding value in
strategic business development
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DRIVEN
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to have a compulsive
or urgent quality,
to be propelled
or motivated by something …
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when creating a winning formula,
following the game plan,
moving forward,
pushing, guiding, forcing
to achieve success
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INNOVATION
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to create
new ideas, devices or methods
new perspectives to existing problems
to redefine the goals
to find new ways of co-operation
and to create something
perceived as new and positive
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WHEN?
new to the world
new to the users
new to the area
new to the organisation
new to you
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OECD
defines four types of innovation:
product innovation
process innovation
marketing innovation
organisational innovation
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Richard Fosbury’s "flop-style"
that revolutionised the high jump
in the 1968 Olympic games
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INVENTION
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INNOVATION
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DESIGN THINKING
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THINKING IN A
DESIGNERLY WAY
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“design thinking is about applying
the best of conventional design
capabilities to solve complex problems
outside the realm of
today’s design function”
Sorce: PARK
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BRAIN STORM
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STORM IN THE BRAIN
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THINKING CREATIVELY
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Sorce: Geert van Kuijk
the power of creative thinking
is that it’s the driving force
behind innovation
the power of innovation is about
unleashing the potential of ideas to
generate new solutions
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Sorce: SVID
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options
implementation
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The right things with increased quality
idea
cost of changes
Design in the creative innovation process
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DESIGN DRIVEN
VALUE CREATION
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Traditionally driven value creation
Δ functional
utilities
Δ emotional/social utilities, sense making
Average
margins
Low
margins
Superior
margins
DESIGN
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DESIGN
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New/current model for value creation
Δ functional
utilities
little increase in economic value
creation.
disproportionate large increase
in economic value creation.
Average
margins
Low
margins
Superior
margins
Δ emotional/social utilities, sense making
DESIGN
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carry your littlest one
close to your heart
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for people that care about people
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where life happens
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GRANDFUTURE
CHALLENGES
PRESENT AND
global changes - societal development - policy development
academia, private and public sector
circular and sustainable
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DEMOGRAPHICS37
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HEALTH38
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www.earthgreenplanet.com
ENERGY
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CLIMATE CHANGE40
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www.greenworldconferences.com
WASTE
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MIGRATION
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URBANIZATIONPhoto David Thyberg
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GOODS
SERVICES
PROCESSES
MESSAGES
STRATEGIESBUSINESS SHIFT44
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VISUAL
ITERATIVE
CO-CREATIVE
HUMAN CENTERED
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DISRUPTIVE
DESIGN DRIVEN
INNOVATION
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G A F A N A T U
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worlds biggest media company creates no content
worlds most valuable retailer has no stock
worlds biggest video conf. company has no infrastructure
worlds biggest hospitality organization owns no buildings
worlds biggest transportation company owns no cars
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x
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x
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THERE IS NO QUICK FIX!
It’s a lot of fun, hard work at times
and sometimes even scary when
you’re in unknown territory.
So don’t ever believe this is easy!
However the results can be
extremely rewarding!
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robin@edmaninnovation.se
Thank you!
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