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Design Thinking & InnovationChanging how business works
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01Hi! It’s great to meet you…
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02 So why are we talking about design
at a business school anyways?
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Design thinking can get really academic really quickly…
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I wouldn’t be much of a role model on the subject if I didn’t empathize with my audience…
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There’s a reality of recruiting from a world class business school.
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Whether you see it or not, you’re being recruited by firms in crisis.
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The lenses that most established business use are like a jail…
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The way businesses view themselves isn’t sustainable…
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The way businesses view their customers is limiting…
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The wants and desires of customers is changing…
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The way the business works right now just isn’t sustainable...
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The way the world views business isn’t sustainable...
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… So why are we talking about design
at a business school anyways?
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Insanity: Doing the same thing over and over and expecting different results
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As business leaders, it’s our job to design businesses that work differently.
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Design ≠ Art
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Design ≠ Art InteriorsArchitectureWebsitesPaintingsVisuals
Lifestyle
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We need to overcome the tunnel vision of the business world.
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We need to infuse business with some new forms of thinking.
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03 So what is Design Thinking anyways?
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balanceThe need for proof is the death of innovation. But it’s a necessary evil.
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Deductive reasoning is a top down approach to determining truths.
ObservationTheory ConfirmationHypothesis
RELIABLE
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Inductive reasoning is a bottom up approach to predicting the future.
HypothesisObservation TheoryPattern
RELIABLE
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Deductive and inductive logic are explorations of what is already known.
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These analytical methods create “proof” that is reliable. The outcome is constant.
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Deductive and inductive thinking ignore change and the future.
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change
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Abductive reasoning is about knowing without explicit proof.
Theory
Lateral idea
New stimuli New stimuli
Other industry
New Perspective
Theory Theory
World View
Other Info
VALID
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It involves questioning why things are the way they are.
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The goal is validity – getting to the right answer.
Unfortunately, the business world values consistency over validity.
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“Prove it…”- corporate executive
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If you want to make change happen, you need to take a systems approach to problems.
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whiteboardWhat does the system of a community look like?
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DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable results
Abduction, aiming for a holistic explanation and producing valid results
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balanceThe need for proof is the death of innovation. But it’s a necessary evil.
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frameInnovation requires the search for new insights.
“I never get to talk to my customers…”- corporate executive
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“I have no ability to change corporations…”- typical
consumer
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Inevitably, that creates a huge disconnection between belief and reality.
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Traditional market research doesn’t support design thinking.
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Standard research methods are business proof, not fertile ground.
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Standard research methods yield reliable results, not valid ones.
Design researchContext labsHuman factors analysisEthnographyDigital forensics
Design thinking uses research as a tool for discovery.
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Designers solve problems in terms of human needs.
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They study how people interact with systems.
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They learn what’s new and coming to inform their point of view.
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They draw on visions of what the future will look like.
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They understand the business, but omit constraints.
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This is the research process in design thinking.
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… Romantic notions, but I’m in business?
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New needs plus new views on those needs creates new ideas.
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Design research is the fuel for innovative thinking in business
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whiteboardWhat happens at the intersection of your community and…
Gaming Layers Invisible Sustainability Missing moderates
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DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable results
Uses research to prove an idea is worth pursuing
Abduction, aiming for a holistic explanation and producing valid results
Uses research to explore what is possible
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frameInnovation requires the search for new insights.
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toolkitInnovation requires new ways of presenting ideas.
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Design is a visual language that helps communicate ideas.
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Unfortunately we’re not really taught how to do it in business school…
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urban ashram
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coloring skin care
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gift to the world
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Each of these visuals bring us closer to innovation ideas.
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Designers call upon a set of tools to bring ideas to life.
Designers use diagrams as a way to make sense of the world.
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Designers use rapid prototyping as a way to quickly iterate on concepts.
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Designers create flows to map out how the world works.
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Designers use infographics to make sense of complex information.
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Designers create stories to explain complex ideas.
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Designers don’t believe that there is only one right answer.
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Uh, I don’t draw…
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Unfortunately, school and work make us forget how to create.
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Everyone has the capacity to be creative, they just forget how.
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DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable results
Uses research to prove an idea is worth pursuing
Communicates verbally and through documentation
Abduction, aiming for a holistic explanation and producing valid results
Uses research to explore what is possible
Draws, prototypes, & tells stories
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whiteboardCommunicate one of your concepts using one of the design tools.
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toolkitInnovation requires new ways of presenting ideas.
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approachInnovation can be a systematic organizational process.
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Innovation is more than just a line item to be checked off.
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It can be a systematic process that changes organizational culture.
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DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable results
Uses research to prove an idea is worth pursuing
Communicates verbally and through documentation
Innovates in crisis
Abduction, aiming for a holistic explanation and producing valid results
Uses research to explore what is possible
Draws, prototypes, & tells stories
Innovates systematically
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approachInnovation can be a systematic organizational process.
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04 That’s a lot to digest…
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“Design thinking is a human-centered process that blends design sensibilities with business realities to support desirable change.”
- @glinskiii
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Now stop caring about definitions. Don’t talk about it, do it.
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