Strategic Design &
Meaningful Innovation


      Nathan Shedroff
           2008
Slides and templates posted:
    nathan.com/thoughts
The big thing!
The big thing!
  Meaning
Why innovate?
        Paths to Growth:
Increase operational efficiencies
          Sell-off assets
    Mergers and acquisit...
Why innovate?
Paths to Organic, Lasting Growth:
 Increase operational efficiencies
           Sell-off assets
     Mergers ...
Why experiences?
Price/Value




Commodity            Product              Service            Experience



            From: The Experienc...
Price/Value




                      Experience




Commodity   Product            Service   Event/Environment
Experiences are
  designable
Everything we create
  is an experience
We recognize some
experiences easily
We recognize some
experiences easily
We recognize some
experiences easily
People don’t just
travel to see things
They travel to
 experience
The boundaries of
experiences are our
 minds and bodies
Design is the process
of making experiences
But what, exactly,
is an experience?
Breadth
            Product
            Service
             Brand
           Name(s)
Channel/Environment
            (Spa...
Intensity
Reflex
Habit
Engagement
Duration
   Initiation
  Immersion
 Conclusion
Continuation
Triggers
Senses:
Sight
Sound
Smell
Taste
Touch
Cognitive:
Concepts
Symbols
Every sensorial decision is
    a trigger: every color,
    texture, smell, taste,
  typeface, sound, music,
    voice, pa...
Interaction
Passive
Active
Interactive
Significance
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function
Function (Performance):
Does this do what I need?
Price (Value):
Does this do what I need at a
   price that’s worth it?
Emotions (Lifestyle):
Does this make me
   feel good?
Status/Identity (Values):
      Is this me?
Meaning (Reality):
Does this fit into my reality?
Core Meanings:
Accomplishment    Harmony
     Beauty        Justice
    Creation      Oneness
  Community      Redemption
...
Porsche: Dreamers (2006)   Nike: If you let me play (1995)
Successful experiences
    are meaningful
 (and not merely novel)
Design & development
     is the process
 of evoking meaning
How do you put
meaning into the
  process?
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
Strategic Design:


Competing Objectives:
  Business (Clients)
  Customers (Users)
       Team
  Domain & Medium
    Susta...
Strategic Design:
   Business Objectives:
          Revenues
            Profit
           Growth
Brand/Reputation/Satisfac...
Strategic Design:

Customer Objectives:
   Needs & Desires:
     Performance
         Value
   Emotion/Lifestyle
        V...
Strategic Design:


Team Objectives:
     Values
     Goals
     Desires
    Meaning
Strategic Design:


  Domain & Medium:
 What’s appropriate for the
  medium, industry, and
          context?
What is the ...
Strategic Design:

    Sustainability:
     Human Capital
     Natural Capital
    Financial Capital
  Manufactured Capita...
Strategic Design:

        Corporate
        Meaning
        Priorities

 Team           Customer
Meaning         Meaning
...
Strategic Design:

        Corporate
        Meaning
        Priorities

 Team           Customer
Meaning         Meaning
...
Strategic Design:

        Corporate
        Meaning
        Priorities

 Team              Customer
Meaning             M...
Some questions:
Who’s doing this?
Who’s doing this?
      You
What meanings do
your customers prioritize?
What experiences
 do they seek?
Is meaning manipulation?
Should companies
 evoke meaning?
Does everything we design
 already evoke meaning?
Are you creating
anything meaningful?
What’s meaningful to you?
nathan.com/thoughts

nathan@nathan.com
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
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Strategic Design and Meaningful Innovation

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This is the latest version of my many presentation about how strategic innovation can be driven via meaningful experiences. In included update material I've presented in the USA, Belgium, Chile, Buenos Aires, and Korea, etc. (May 2009)

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Strategic Design and Meaningful Innovation

  1. 1. Strategic Design & Meaningful Innovation Nathan Shedroff 2008
  2. 2. Slides and templates posted: nathan.com/thoughts
  3. 3. The big thing!
  4. 4. The big thing! Meaning
  5. 5. Why innovate? Paths to Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  6. 6. Why innovate? Paths to Organic, Lasting Growth: Increase operational efficiencies Sell-off assets Mergers and acquisitions Initial Public Offerings “Rebranding” Innovation
  7. 7. Why experiences?
  8. 8. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  9. 9. Price/Value Experience Commodity Product Service Event/Environment
  10. 10. Experiences are designable
  11. 11. Everything we create is an experience
  12. 12. We recognize some experiences easily
  13. 13. We recognize some experiences easily
  14. 14. We recognize some experiences easily
  15. 15. People don’t just travel to see things
  16. 16. They travel to experience
  17. 17. The boundaries of experiences are our minds and bodies
  18. 18. Design is the process of making experiences
  19. 19. But what, exactly, is an experience?
  20. 20. Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  21. 21. Intensity Reflex Habit Engagement
  22. 22. Duration Initiation Immersion Conclusion Continuation
  23. 23. Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols
  24. 24. Every sensorial decision is a trigger: every color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  25. 25. Interaction Passive Active Interactive
  26. 26. Significance Meaning Status/Identity Emotion/Lifestyle Price Function
  27. 27. Function (Performance): Does this do what I need?
  28. 28. Price (Value): Does this do what I need at a price that’s worth it?
  29. 29. Emotions (Lifestyle): Does this make me feel good?
  30. 30. Status/Identity (Values): Is this me?
  31. 31. Meaning (Reality): Does this fit into my reality?
  32. 32. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  33. 33. Porsche: Dreamers (2006) Nike: If you let me play (1995)
  34. 34. Successful experiences are meaningful (and not merely novel)
  35. 35. Design & development is the process of evoking meaning
  36. 36. How do you put meaning into the process?
  37. 37. A meaning-filled development process:
  38. 38. A meaning-filled development process:
  39. 39. A meaning-filled development process:
  40. 40. A meaning-filled development process:
  41. 41. Strategic Design: Competing Objectives: Business (Clients) Customers (Users) Team Domain & Medium Sustainability
  42. 42. Strategic Design: Business Objectives: Revenues Profit Growth Brand/Reputation/Satisfaction/ Loyalty/Relationship/Value Experience & Meaning Strategy
  43. 43. Strategic Design: Customer Objectives: Needs & Desires: Performance Value Emotion/Lifestyle Values Experience & Meaning
  44. 44. Strategic Design: Team Objectives: Values Goals Desires Meaning
  45. 45. Strategic Design: Domain & Medium: What’s appropriate for the medium, industry, and context? What is the cultural context? What are expectations?
  46. 46. Strategic Design: Sustainability: Human Capital Natural Capital Financial Capital Manufactured Capital Is each form sustainable?
  47. 47. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities
  48. 48. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Your Focus!
  49. 49. Strategic Design: Corporate Meaning Priorities Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
  50. 50. Some questions:
  51. 51. Who’s doing this?
  52. 52. Who’s doing this? You
  53. 53. What meanings do your customers prioritize?
  54. 54. What experiences do they seek?
  55. 55. Is meaning manipulation?
  56. 56. Should companies evoke meaning?
  57. 57. Does everything we design already evoke meaning?
  58. 58. Are you creating anything meaningful?
  59. 59. What’s meaningful to you?
  60. 60. nathan.com/thoughts nathan@nathan.com
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