Why business needs design thinking now more than ever.

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How are you driving innovation in your business at the moment? Are you organised or is it more 'organic'?

Is the design process something you have considered in the past to assist you in developing new value? We would love to hear your stories about design thinking/innovation - good or bad.

This slide deck builds the case for how design thinking can be used for business in order to achieve meaningful innovation.

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Why business needs design thinking now more than ever.

  1. 1. Why business needsdesign thinking now,more than ever. Strategic Innovation Design Thinking
  2. 2. Design, in short is becoming an ever moreimportant engine of corporate profit:It’s no longer enough simply to outperform thecompetition; to thrive in a world of ceaseless andrapid change, business people have to out imaginethe competition as well…They must begin to think – to become – more likedesigners. -Roger Martin, dean of the Rotman B-school Strategic Innovation Design Thinking
  3. 3. http://www.youtube.com/watch?v=e-ySKaZJ_dU Strategic Innovation Design Thinking
  4. 4. The trouble is when confronted with amystery, most linear business types resort towhat they know best.They crunch the numbers, analyse andultimately redefine the problem:“So that it isnt a mystery anymore, itssomething they’ve done 12 timesbefore” Martin says.Most don’t avail themselves of thedesigners tools – they don’t thinklike designers – and so they areill-prepared for aneconomy where thewinners are determined bydesign. Strategic Innovation Design Thinking
  5. 5. Business needsdesign now,more than ever. Strategic Innovation Design Thinking
  6. 6. Why do companies have so muchtrouble with creativity? Strategic Innovation Design Thinking
  7. 7. Because creativity is right-brainedand strategy is left brained Strategic Innovation Design Thinking
  8. 8. Business Vs Design Strategic Innovation Design Thinking
  9. 9. Traditional Business & Traditional Creativity Planning vs thinking Decision attitude vs design attitude Exhortations vs strategic intent Solving vs framing Process vs play Analysis vs synthesis Strategic Innovation Design Thinking
  10. 10. We find a 50/50 mix is best for innovation Strategic Innovation Design Thinking
  11. 11. Strategic Innovation Design Thinking
  12. 12. Hence design thinking is not about solving design problems…. It is about solvingbusiness problems with the design process Strategic Innovation Design Thinking
  13. 13. This is not about having the word ‘design’ in yourJob title.This is about amindset andskillset that canproduce better results. A design mindset. Strategic Innovation Design Thinking
  14. 14. Design mind set as: Noun OR Verb The output or result The process of developing The look and feel of a final new value based on insight product of value Strategic Innovation Design Thinking
  15. 15. Why do companies have so muchtrouble managing creativity andinnovation?1. Because traditional business does not link the two with design thinking.2. Design is most commonly referred to in the sense of a noun3. Managers do not know “what to do” with designers Strategic Innovation Design Thinking
  16. 16. Who does know how to use design? Strategic Innovation Design Thinking
  17. 17. Design is thefundamental soul ofthe company thatexpresses itselfthrough an end result– the product.-Steve Jobs Strategic Innovation Design Thinking
  18. 18. Strategic Innovation Design Thinking
  19. 19. DESIGN THINKINGIS NOT AN EVENTIT’S THE PROCESS Strategic Innovation Design Thinking
  20. 20. DESIGN THINKINGCONSIDERS THEENTIRE EXPERIENCE Strategic Innovation Design Thinking
  21. 21. Insights are the fuel for innovation 1+1=11 Strategic Innovation Design Thinking
  22. 22. 10 Rules for managers using design to accelerate innovation Strategic Innovation Design Thinking
  23. 23. TREAT DESIGN AS A PROCESS Not as the result#1 Strategic Innovation Design Thinking
  24. 24. Don’t pursue production over getting the design right#2 Strategic Innovation Design Thinking
  25. 25. Don’t depend (heavily) on metrics or “common wisdom/following the leader”#3 Strategic Innovation Design Thinking
  26. 26. Don’t drive innovation through efficiency gains & look to cut costs later as well#4 Strategic Innovation Design Thinking
  27. 27. Plant design into the core of the business & build the experience outward#5 Strategic Innovation Design Thinking
  28. 28. Be sure to tell aGREAT story about your value#6 Strategic Innovation Design Thinking
  29. 29. Don’t look to others or outsource yourcompany vision#7 Strategic Innovation Design Thinking
  30. 30. #8 Don’t follow your customers lead them! Strategic Innovation Design Thinking
  31. 31. Asking direct questions may notuncover the best answers - but you can find them with observation! Strategic Innovation Design Thinking
  32. 32. Focus on solving humans needs oversolving your technical problems#9 Strategic Innovation Design Thinking
  33. 33. #10 Don’t stop with the insights found. Great ideas will give the lead to great answers Strategic Innovation Design Thinking
  34. 34. Remember:The best tests and prototypes are done cheap, quick and especially dirty Strategic Innovation Design Thinking
  35. 35. Where to go from here?Follow Sparka on twitter: @_SparkaLike our Facebook page: Sparka DesignVisit our website: sparka.com.auDrop us an email or come for a coffee: mail@sparka.com.auStay connected to Sparka: Join the mailing list Strategic Innovation Design Thinking
  36. 36. About } Strategic Innovation Design Thinking
  37. 37. Sparka : design thinking Strategic Innovation Design Thinking
  38. 38. Sparka cuts through business & design byexploring culture, meaning and technology. BIG THINKERS BIG INSIGHTS BIG RESULTS Strategic Innovation Design Thinking
  39. 39. Sparka makes innovationvisible, tangible but more importantly Strategic Innovationmeaningful Design Thinking
  40. 40. We look where nobody else haslooked and think what nobody elsehas thought Strategic Innovation Design Thinking
  41. 41. We believe empathicdiscovery & observationis the key to successfulinnovation Strategic Innovation Design Thinking
  42. 42. Thanks for your time –Lets start a conversation. Strategic Innovation Design Thinking

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