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Multi-LEVEL GAMES +
Multi-FACETED Design CHALLENGES
Framing Presentation for #Innochat, 7 April 2011Julian Keith Loren
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 2Julian Keith Loren, Innovation Management Institute.
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 3Julian Keith Loren, Innovation Management Institute.
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
UniqueVALUEProposition
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 4Julian Keith Loren, Innovation Management Institute.
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
ARMOROF PATENTProtection
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 5Julian Keith Loren, Innovation Management Institute.
AND FOR MANY SUBSEQUENT YEARS …
LOOK AT ALL OF THE MONEY OUR PRODUCT IS Bringing US!
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 6Julian Keith Loren, Innovation Management Institute.
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 7Julian Keith Loren, Innovation Management Institute.
NO RULES IN Brainstorming Sessions!
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 8Julian Keith Loren, Innovation Management Institute.
RESERVE JUDGMENT + PROTOTYPE Quickly!
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 9Julian Keith Loren, Innovation Management Institute.
BUT THE WORLD HAS CHANGED …
NEW PRODUCTWith uniqueVALUEPropositionAND SpiffyPATENT ARMOR …
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 10Julian Keith Loren, Innovation Management Institute.
… ENCOUNTERS THREE GIANTS
glo
balizat
ion
Co
ntr
act
manufa
ctu
ring
Mo
ore
’s la
w
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 11Julian Keith Loren, Innovation Management Institute.
IF THERE’S ANY MONEY TO BE MADE, THE THREE GIANTS Will SPEW OUT Substitute or superior PRODUCTS Within MONTHS
Glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
Mo
ore
’s la
w
OH,CRUMBS!
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 12Julian Keith Loren, Innovation Management Institute.
IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART Shield.
glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
MO
ORE
’S LA
W
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 13Julian Keith Loren, Innovation Management Institute.
IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.
MO
ORE
’S LA
W
glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 14Julian Keith Loren, Innovation Management Institute.
IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.
MO
ORE
’S LA
W
glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 15Julian Keith Loren, Innovation Management Institute.
IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.
MO
ORE
’S LA
W
GREAT IF IT INCLUDESWOULD-BE competitors
glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 16Julian Keith Loren, Innovation Management Institute.
IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.
MO
ORE
’S LA
W
glo
baliza
tio
n
Contr
act
man
ufac
turi
ng
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 17Julian Keith Loren, Innovation Management Institute.
THESE 4 ELEMENTS ARE Difficult TO COPY,
The“SUPER-SYSTEM”
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 18Julian Keith Loren, Innovation Management Institute.
THESE 4 ELEMENTS ARE Difficult TO COPY,BUT THEY’RE ALSO DIffIcult TO DesIgn.
The“SUPER-SYSTEM”
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 19Julian Keith Loren, Innovation Management Institute.
SO YOU CALL MS. Systems-design-thinker.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 20Julian Keith Loren, Innovation Management Institute.
SO YOU CALL MS. SYSTEMS-Design-thinker.
WE NEED escalating critique.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 21Julian Keith Loren, Innovation Management Institute.
SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.
LET’S UNCOVER ALL OF THE ConstraInts.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 22Julian Keith Loren, Innovation Management Institute.
SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.
Prototyping gives us little subsystem insights (but doing too much of it too early can mislead us).WE NEED to cautiously move towards Multiple, coordinated pilot PROGRAMS.
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 23Julian Keith Loren, Innovation Management Institute.
HOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS?
?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 24Julian Keith Loren, Innovation Management Institute.
I’m GoIng to CREATE Multi-LEVEL Design GAMEs.
HOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 25Julian Keith Loren, Innovation Management Institute.
multi-level GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 26Julian Keith Loren, Innovation Management Institute.
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 27Julian Keith Loren, Innovation Management Institute.
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
Outside of game
Complexity+ Ambiguity
= UGH!
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 28Julian Keith Loren, Innovation Management Institute.
HERE’S REASON #1
Outside of game
Complexity+ Ambiguity
= UGH!
Inside of game
Complexity+ Ambiguity
= FUN!
VS.
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 29Julian Keith Loren, Innovation Management Institute.
HERE’S REASON #1
Outside of game
Complexity+ Ambiguity
= UGH!
Inside of game
Complexity+ Ambiguity
= FUN!
VS.
#Innochat question 1:When does a challenging design game stop being fun? how do we maintain engagement + drive great co-design?
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 30Julian Keith Loren, Innovation Management Institute.
REASON #2I need a cross-functIonal desIgn team…
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 31Julian Keith Loren, Innovation Management Institute.
REASON #2I need a cross-functIonal desIgn team…
Outside of game
there are big communication
gaps
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 32Julian Keith Loren, Innovation Management Institute.
Outside of game
there are big communication
gaps
inside of gameVS.
REASON #2I need a cross-functIonal desIgn team…
I can createA shared “language”
+ toolset
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 33Julian Keith Loren, Innovation Management Institute.
Outside of game
there are big communication
gaps
#Innochat question 2:What opportunities + challenges do you see for creating + introducing discipline-bridging terms + tools?
inside of game
I can createA shared “language”
+ toolset
VS.
REASON #2I need a cross-functIonal desIgn team…
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 34Julian Keith Loren, Innovation Management Institute.
REASON #3We have to move through many levels of design
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 35Julian Keith Loren, Innovation Management Institute.
Outside of game
It’s hard to Enforce “DesIgn
Scope”
REASON #3We have to move through many levels of design
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 36Julian Keith Loren, Innovation Management Institute.
Outside of game
It’s hard to Enforce “DesIgn
Scope”
REASON #3We have to move through many levels of design
ONE desIgn “LENS” or process often bleeds
into another leading to flawed design.
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 37Julian Keith Loren, Innovation Management Institute.
Outside of game
It’s hard to Enforce “DesIgn
Scope”
inside of game
Everyone expectsRules to changeLevel to level
VS.
REASON #3We have to move through many levels of design
Multi-LEVEL GAMES? WHY?
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 38Julian Keith Loren, Innovation Management Institute.
Outside of game
It’s hard to Enforce “DesIgn
Scope”
inside of gameVS.
REASON #3We have to move through many levels of design
And they expect to be penalized if they don’t
comply!
Multi-LEVEL GAMES? WHY?
Everyone expectsRules to changeLevel to level
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 39Julian Keith Loren, Innovation Management Institute.
Outside of game
It’s hard to Enforce “DesIgn
Scope”
#Innochat question 3:Which discreet design exercises need to be isolated during super-system(Biz Model + Ecosystem + Org Model + Image Model)
design? Which ones are good to combine?
inside of gameVS.
REASON #3We have to move through many levels of design
Multi-LEVEL GAMES? WHY?
Everyone expectsRules to changeLevel to level
Multi-level GAMES + Multi-faceted Design CHALLENGES
4/7/2011 40Julian Keith Loren, Innovation Management Institute.
Thank YOU!Looking forward to The conversation!
For great weekly innovation conversations see http://innochat.com
Contact Details:Julian Keith Loren@[email protected]
Public Multi-Level Design Games:http://www.innomgmt.com/events.html
For Private Multi-Level Design Games: [email protected]