Mark Rolston@DMI: Embrace the Coarse Process

Rethinking Design Embrace The Coarse Process Mark Rolston Chief Creative O cer

“Writing about music is like dancing about architecture.” Elvis Costello 2

The Fog of War "The great uncertainty of all data in war is a peculiar di culty, because all action must, to a certain extent, be planned in a mere twilight, which in addition not infrequently — like the e ect of a fog or moonshine — gives to things exaggerated dimensions and unnatural appearance." Carl von Clausewitz, Prussian military analyst, 1800’s 3

“The implicit assumption that thinking is somehow removed from the act of design itself. That is, if we get some really smart folks together to ponder and brainstorm paradigm shifts, great stu will come from it. This is mildly delusional at best.” Bob Brunner, in Fast Company 4

embrace the coarse process 5

The market for innovation: What do we have and what do we want? 6

what we had 7

what we wanted 8

what we had 9

what we wanted 10

what we have 11

what we want 12

“so then, a modern strategic design program should do the trick, right?” 15

The era of design superstars 16

The big idea 17

But the problem has changed 21

We want simplicity 22

phone = computer = netbook = MID... general computing / communications / lifestyle / entertainment... 29

A white box 30

A white box 31

A white box 32

agnostic in form, time, place, and purpose 33

what if there is no box? 34

a ordance overhead 36

a ordance overhead Randall Munroe xkcd.com 37

how can we innovate in this new context? 38

embrace the coarse process 39

design by intent is waterfall thinking (determinism) 40

who wants to be standing here? 41

A map may have a structure similar or dissimilar to the structure of the territory. A map is not the territory. - Alfred Korzybski, 1931 42

design with intent is working in the territory, not trying to perfect the map 45

jump in, get dirty! 46

craftsmanship 47

craftsmanship 48

“We consider that the architects in every profession are more estimable and know more and are wiser than the artisans, because they know the reasons of the things which are done.” Aristotle 49

craftsmanship 50

Plato observed that although ‘craftsman are all poets…they are not called poets, they have other names” Plato 51

craftsmanship 52

“The hand and head divided” Richard Sennett 53

We discover elegant solutions more e ectively than conjuring them 54

tacit knowledge 55

Soviet and Japanese models of craftsmanship 56

Soviet Construction Industry 57

Japanese Total Quality Control 58

While Marx dealt with “the worker” The Japanese dealt with “the work” Text 59

designing with the material rather than upon it 60

Technology People Processes material Politics Money oh, and actual ”materials” 61

failure points discover design deliver strategy and design research then development team folks do their thing, deﬁning the vision, then the designers design it (software and hardware) the solution, and the requirements builds it 65

discover design deliver strategy and design research then development team folks do their thing, deﬁning the vision, then the designers design it (software and hardware) the solution, and the requirements builds it 66

! insight design build convergence of convergence of insight with design design with development 67

! insight design build convergence of convergence of insight with design design with development 68

Best Business/Productivity Application, People’s Choice Award 70

my recommendations: (six of them) 73

encourage tacit knowledge (Plans are no substitute for the real thing) 74

create a culture of doing as much as, if not more, than thinking. 75

embrace the discomfort and ambiguity of the creative process (the fog) ...even the chaos 76

you don’t know shit. (demand perpetual curiousity and the willingness to course correct) 77

remember there is a point to all this... process is a means to an end. Our purpose is to create. 78

Embrace The Coarse Process

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Mark Rolston@DMI: Embrace the Coarse Process

by frog on Jun 21, 2009

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Mark Rolston@DMI: Embrace the Coarse Process — Presentation Transcript