How to make your design process more innovative (with typographic errors removed)

3. I want to illustrate
my approach to
innovation in
design

4. I want to illustrate
my approach to
innovation in
design
I’m going to do this
by introducing you
to two people with
different approaches

5. I want to illustrate
my approach to
innovation in
design
I’m going to do this
by introducing you
to two people with
different approaches
The first is Des

6. The first is Des
The second is Ian

8. Des is a first-rate
Design Engineer

9. Des is a first-rate
Design Engineer
Ian is more of
an innovator

10. Des is a first-rate
Design Engineer
Ian is more of
an innovator
A Smart Creative

12. Let’s see
how they
both work

13. Here’s Des
waiting for an
idea from above

14. It arrives as a high-level
instruction

15. It arrives as a high-level
instruction
In this
example it is
from the
Board

16. It arrives as a high-level
instruction
In this
example it is
from the
Board
But it could be from
somewhere like a key
customer or sales

17. Des wastes no
time

18. Des wastes no
time
And bangs out
the design to
meet the agreed
specification

19. And very
quickly he’s
ready

21. And Des is
ready for the
next idea

22. Now let’s
look at Ian

23. In comes the high-level
instruction

24. Ian doesn’t
start drawing

25. Ian doesn’t
start drawing
He starts talking
across the Company

26. And then leaves
the office

27. And then leaves
the office
‘Genchi genbutsu’ as
they say in Toyota

28. He sees the high-level
instruction not
as a product that
needs making

29. He sees the high-level
instruction not
as a product that
needs making
But a potential hole in the market
that he needs to understand if he
is going to fill it properly

30. He goes off
and observes

31. He goes off
and observes
People using
similar products
Products
that are the
opposite of
what he’s
interested in
In fact anything that
helps in learn about the
solution

32. He questions people

33. He questions himself

34. He thinks

35. He learns

36. This activity is not
always understood
back home

37. However, eventually
Ian will get it

38. However, eventually
Ian will get it
All that time, energy and
effort will be a good
investment

41. Then, and only then,
does Ian start to
actually do drawings

42. At this point
many are saying
Ian has been slow
and wasteful

43. At this point
many are saying
Ian has been slow
and wasteful
I often hear the word
‘Lean’ to describe
Des’s approach

44. At this point
many are saying
Ian has been slow
and wasteful
I often hear the word
‘Lean’ to describe
Des’s approach
But now let’s look at the effects
of these two approaches

45. Let’s look at cost and
income with time

46. Let’s look at cost and
income with time
Income is above the line

47. Let’s look at cost and
income with time
Income is above the line
Cost is below

48. Des’s approach does cost less and
takes much less time to get to launch

49. But after Des’s launch there is no
strong response from the market

50. However, the market loves Ian’s product

51. It’s off
like a
rocket

52. Whereas Des’s is in
the land of the
living dead

53. Whereas Des’s is in
the land of the
living dead
Just making enough
to cover its costs

54. The two shaded areas
give a good feel for
the different costs to
launch

55. The two shaded areas
give a good feel for
the different costs to
launch
But it is important not
to just focus on this

56. The real issue is the
rocketing profit
from an innovative
product

57. The real issue is the
rocketing profit
from an innovative
product
Notice also that Ian’s
product breaks even
sooner than Des’s

58. This improved effect
continues to be felt

59. This improved effect
continues to be felt
Ian’s product is the gift
that just keeps on giving

60. So what’s
going on?

61. Is it that Ian is a superstar
and Des is not?

62. No, it’s simpler
than that

63. It’s about
innovation

64. It’s about
innovation
Innovation is not
just about NEW
but about
SUCCESS

65. It’s about
innovation
Innovation is not
just about NEW
but about
SUCCESS
Ian OWNS the
innovation
process, Des
does not

66. It’s about
innovation
Innovation is not
just about NEW
but about
SUCCESS
Ian OWNS the
innovation
process Des does
not
Innovation takes
time and effort
…and guts

67. It’s about
innovation
Innovation is not
just about NEW
but about
SUCCESS
Ian OWNS the
innovation
process Des does
not
Innovation takes
time and effort
…and guts
And it SO pays
its way when it’s
done well

68. Let me ask you

69. Let me ask you