LET’S
TALK.
Arne van Oosterom
DesignThinkers Amsterdam
Lecture at the Management Center Innsbruck 2009

JUST SOME THOUGHTS ON WHAT
IS CHANGING AND WHAT IT COULD
MEAN... HOW ALL THINGS ARE
CONNECTED.... AND AN ATTEMPT
TO EXPLAIN THE EMERGENCE OF
DESIGN THINKING AND SERVICE
DESIGN...

WHAT IS BAD ABOUT
SERVICE DESIGN?

THE WORLD IS
CHANGING...

TRY AND IMAGINE:
A NON-CHANGING
WORLD.

CAN YOU?

WHAT CHANGED
FOR YOUR
GRANDPARENTS?
*I borrowed this from Fred Collopy

THINK ABOUT THIS
FOR A MOMENT...
*I borrowed this from Fred Collopy

CHANGE
IS A
CONSTANT.

WHAT IS
REALITY?

THERE IS NO SUCH
THING AS REALITY.

WE CREATE
OUR OWN.

REALITY = PERCEPTION

PERCEPTION = REALITY

MY
REALITY
IS NOT
YOURS!

THAT’S WHY WE NEED
CONVERSATIONS.

COMPARING AND
EXCHANGING
KNOWLEDGE,
PERCEPTIONS,
REALITIES, IDEAS, ASK
QUESTIONS, LISTEN
REACT, RESPOND, SHOUT,
WHISPER... SHARE

I AM
WHAT I
SHARE.

CULTURE IS THE ACCUMULATION OF IDEAS
-Kevin Kelly-

MEMES.
Ideas, symbols or practices, get transmitted from one
mind to another through speech, gestures, rituals, etc.

MEMES.
Ideas, symbols or practices, gets transmitted from one
mind to another through speech, gestures, rituals, etc.
... SPREADING LIKE VIRUSES

MEMES.
Ideas, symbols or practices, gets transmitted from one
mind to another through speech, gestures, rituals, etc.
... SPREADING LIKE VIRUSES
.... following the laws of EVOLUTION

RICHARD DAWKINS
first introduced
MEMES in The Selfish
Gene
SUSAN BLACKMORE
introduced TEMES...

I AM
WHAT I
COPY...

I AM
WHAT
I SAY.

FACILITATING
CONVERSATION
IS BIG BUSINESS.

OR ARE WE STILL MISSING
BUSINESS MODEL 2.0

BASIC HUMAN NEEDS:
EATING, DRINKING, HEALTH,
RELATIONSHIPS.

COMMUNITY.

EMERGENCE.
Complexity from Simplicity, Order from Chaos.

“In philosophy,
systems theory
and science,
emergence is the
way complex
systems and
patterns arise out
of a multiplicity
of relatively
simple
interactions.”

THERE IS NO LEADER. JUST
THREE RULES:

THERE IS NO LEADER. JUST
THREE RULES:
FOLLOW THE ONE IN FRONT

THERE IS NO LEADER. JUST
THREE RULES:
FOLLOW THE ONE IN FRONT
KEEP A CERTAIN DISTANCE

THERE IS NO LEADER. JUST
THREE RULES:
FOLLOW THE ONE IN FRONT
KEEP A CERTAIN DISTANCE
AVOID THE PREDATOR

http://www.youtube.com/watch?v=-JlsdDOUzSQ&feature=related

PEOPLE CREATED
THE FINANCIAL
CRISIS.
ARE WE AVOIDING
THE PREDATOR?

COMMUNITY = NETWORK.

SMALL-WORLD
NETWORKS.

“NATURAL LAWS GOVERN
THE STRUCTURE AND
EVOLUTION OF ALL THE
COMPLEX NETWORKS THAT
SURROUND US”
Albert-László Barabási - Linked -

Your neural network,
the power grid of the
western United States,
and the professional
network of film actors
are all small-world
networks.

EVERYTHING IS CONNECTED TO EVERYTHING
six degrees of separation

THE NEW KNOWLEDGE OF
NETWORKS WILL CHANGE
THE UNDERSTANDING OF
OUR COMPLEX SOCIETY

WHAT HAS CHANGED
SINCE YOU WERE
10 YEARS OLD?

WHICH CHANGE DO
YOU LIKE?
WHICH CHANGE DONT
YOU LIKE?

A NEW
NETWORK
EMERGED.

WWW

IT UPSETS
THE BALANCE.

SELF ORGANISATION.

PEER GROUPS.

P2P

DESIGNERS ARE
INTERMEDIATORS.

A CHANGING ROLE
FOR DESIGNERS.

EMPATHY
The ability to sense and
understand someone else's
feelings as if they were your
own.

DESIGN THINKING =
building empathy
with people.

SERVICE DESIGN =
DESIGNING TOOLS OR SYSTEMS,
WITH PEOPLE AND FOR PEOPLE, TO
SELF ORGANISE, HAVE MEANINGFUL
CONVERSATIONS AND TO FACILITATE
THE NEED FOR SHARING.

SERVICE DESIGN =
MARKETING 2.0

WHAT DO
YOU THINK?

LET’S
TALK.
Arne van Oosterom
DesignThinkers Amsterdam 2009