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ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship
David Sherwin @changeorder #KCDW2014
Photo 7910608...
ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship
David Sherwin @changeorder #KCDW2014
@changeorder #KCDW2014
WHAT YOU
ALREADY KNOW
& Wish I Wouldn’t
Remind You About
David Sherwin @changeorder #KCDW2014
I WORK AT
FROG, A GLOBAL
PRODUCT
STRATEGY
& DESIGN FIRM
I’ve worked on product strategy and design
for dozens of companies and startups:
David Sherwin @changeorder #KCDW2014
There’s nothing
confidential
about what
design means
to business
David Sherwin @changeorder #KCDW2014
228
“Over the last 10 years, design-led companies
have maintained significant stock market advantage,
outperforming the S&P...
—Laurie Segall, CNN Money, cnnmon.ie/1fAZTPj
designers
“In the Silicon Valley hierarchy, coders have always
ruled the roos...
David Sherwin @changeorder #KCDW2014
How might we
bring design into
entrepreneurship
to improve
our chances of
business su...
Entrepreneurship
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business per...
Entrepreneurship?
Design in
undertaking risk
creating customer value
making needed things
& receiving feedback
improving b...
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
Entrepre...
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sh...
RISK
time
people
resources
money
space
/David Sherwin @changeorder #KCDW2014
REWARD
usage
benefit
revenue
growth
satisfaction
David Sherwin @changeorder #KCDW2014
RISK
time
people
resources
money
space
/
EWARD
David Sherwin @changeorder #KCDW2014
/%
EVERY
SINGLE
CHOICE
David Sherwin @changeorder #KCDW2014
/%
EVERY
SINGLE
CHOICE
YOU BET
David Sherwin @changeorder #KCDW2014
DESIGN
makes you
think about
the “who”
David Sherwin @changeorder #KCDW2014
SO WHAT
is the effect
David Sherwin @changeorder #KCDW2014
effect you want?
IMPACTa.k.a.
David Sherwin @changeorder #KCDW2014
IMPACT
IS B***S***
(IF YOU DON’T
DEFINE IT)
David Sherwin @changeorder #KCDW2014
WHAT IS THE NET CHANGE
YOU WANT TO SEE FOR PEOPLE?
TEAM
USERS
CONNECTIONS
CONNECTIONS
OF CONNECTIONS
ME
ME
WHO IS PART OF THE ECOSYSTEM
TO MAKE THAT CHANGE HAPPEN?
TEAM
PARTNERS
PARTNERS OF PARTNERS
“COOPETITION”
then,
show me…
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
KNOW WHAT
YOU DO &
(DON’T) WANT
TO HAPPEN
David Sherwin @changeorder #KCDW2014
negative
impact
how might
it happen
how can I
mitigate it?
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
@changeo...
VALUE
David Sherwin @changeorder #KCDW2014
VALYOU
David Sherwin @changeorder #KCDW2014
VALYOU
David Sherwin @changeorder #KCDW2014
YOU
don’t think
have
solutionthe
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
INVESTIGATE
HOW PEOPLE
LIVE THEIR
LIVES
David Sherwin @changeorder #KCDW2014
LOOK FOR
THE “DUH”
PROBLEMS
David Sherwin @changeorder #KCDW2014
THE “DUH”
PROBLEMS
ARE SYSTEMIC
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE SYSTEMIC
David Sherwin @changeorder #KCDW2014
SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE VALUABLE
IDENTIFY THE
TOUCHPOINTS
WHERE “DUH”
PROBLEMS LIVE
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
START WHERE
THE JOURNEY
SUCKS FOR
EVERYONE
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sh...
ALWAYS
BE MAKING
David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014
ALWAYS
BE MAKING
TO TEST YOUR
HYPOTHESES
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
EXHAUST
EACH LEVEL
OF FIDELITY
David Sherwin @changeorder #KCDW2014
design
right?
right
design?
Code
Motion
Studies
Click-Thru
Video
Wizard
of Oz
Paper
MAKING TO TEST HYPOTHESES
Adapted from...
TEAR YOUR
SOLUTIONS
OUT OF
PEOPLE’S
HANDS
David Sherwin @changeorder #KCDW2014
David Sherwin @changeorder #KCDW2014
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sh...
“LIVE YOUR
LIFE AS AN
EXPERIMENT”
—Chögyam Trungpa Rinpoche
EVERYTHING
IS A PROTOTYPE
(INCLUDING
YOUR BUSINESS)
SEED
IDEAS
PLANNING
SEED
IDEAS
PLANNING
SEED
IDEAS
MAKING
PLANNING
SEED
IDEAS
MAKING
Photo 4114488878 by gfairchild on flickr.com / cc attribution 2.0 generic license
SHIFT GEARS
BASED ON
WHAT YOU
LEARN
David...
STARTING
HYPOTHESIS
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
Entrepreneurship
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business per...
defining your impact potential
looking for “duh” problems
making desirable solutions at
greater and greater fidelity
working...
HERE’S
SOME TOOLS
TO HELP YOU
David Sherwin @changeorder #KCDW2014
Get it at frogdesign.com/cat
make
something real
imagine
new ideas
seek
new understanding
build
your team
clarify your
GOAL
plan
for action
make
something real
imagine
new ideas
seek
new understanding
build
your team
clarify your
GOAL
plan
for action
CHANGE
SHOULD BE FUN
David Sherwin @changeorder #KCDW2014
Get in touch!
email david.sherwin@frogdesign.com
twitter @changeorder
website davidsherwin.com
snag this, will ya?
SBDBook...
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship
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Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship

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What is the expanding role of design in entrepreneurship? What is the interplay between them? David Sherwin, an Interaction Design Director at frog, shares his personal take on this subject from a designer's point of view, with principles you can use to drive sustainable growth and beneficial cultural change within your businesses, as well as approaches for creating valuable new products, services and business models with your customers and communities. This talk was delivered on March 5 at Think Big Partners in Kansas City as part of Kansas City Design Week 2014.

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Transcript of "Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship"

  1. 1. ENVISIONING THE BALANCE: The Dynamic Role of Design in Entrepreneurship David Sherwin @changeorder #KCDW2014 Photo 7910608124 by Creativity103 on flickr.com / cc attribution 2.0 generic license
  2. 2. ENVISIONING THE BALANCE: The Dynamic Role of Design in Entrepreneurship David Sherwin @changeorder #KCDW2014
  3. 3. @changeorder #KCDW2014 WHAT YOU ALREADY KNOW & Wish I Wouldn’t Remind You About David Sherwin @changeorder #KCDW2014
  4. 4. I WORK AT FROG, A GLOBAL PRODUCT STRATEGY & DESIGN FIRM
  5. 5. I’ve worked on product strategy and design for dozens of companies and startups: David Sherwin @changeorder #KCDW2014
  6. 6. There’s nothing confidential about what design means to business David Sherwin @changeorder #KCDW2014
  7. 7. 228 “Over the last 10 years, design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary % —DMI Design Value Index, Michael Westcott and Jeneanne Rae, bit.ly/1eSoteK David Sherwin @changeorder #KCDW2014
  8. 8. —Laurie Segall, CNN Money, cnnmon.ie/1fAZTPj designers “In the Silicon Valley hierarchy, coders have always ruled the roost, but right now there's a different skill set on the industry's most-wanted list: David Sherwin @changeorder #KCDW2014
  9. 9. David Sherwin @changeorder #KCDW2014 How might we bring design into entrepreneurship to improve our chances of business success?
  10. 10. Entrepreneurship undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
  11. 11. Entrepreneurship? Design in undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
  12. 12. undertaking risk creating customer value making needed things & receiving feedback improving business performance Entrepreneurship Design in David Sherwin @changeorder #KCDW2014
  13. 13. undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
  14. 14. RISK time people resources money space /David Sherwin @changeorder #KCDW2014
  15. 15. REWARD usage benefit revenue growth satisfaction David Sherwin @changeorder #KCDW2014
  16. 16. RISK time people resources money space / EWARD David Sherwin @changeorder #KCDW2014
  17. 17. /% EVERY SINGLE CHOICE David Sherwin @changeorder #KCDW2014
  18. 18. /% EVERY SINGLE CHOICE YOU BET David Sherwin @changeorder #KCDW2014
  19. 19. DESIGN makes you think about the “who” David Sherwin @changeorder #KCDW2014
  20. 20. SO WHAT is the effect David Sherwin @changeorder #KCDW2014
  21. 21. effect you want? IMPACTa.k.a. David Sherwin @changeorder #KCDW2014
  22. 22. IMPACT IS B***S*** (IF YOU DON’T DEFINE IT) David Sherwin @changeorder #KCDW2014
  23. 23. WHAT IS THE NET CHANGE YOU WANT TO SEE FOR PEOPLE? TEAM USERS CONNECTIONS CONNECTIONS OF CONNECTIONS ME
  24. 24. ME WHO IS PART OF THE ECOSYSTEM TO MAKE THAT CHANGE HAPPEN? TEAM PARTNERS PARTNERS OF PARTNERS “COOPETITION”
  25. 25. then, show me… David Sherwin @changeorder #KCDW2014
  26. 26. David Sherwin @changeorder #KCDW2014
  27. 27. David Sherwin @changeorder #KCDW2014
  28. 28. David Sherwin @changeorder #KCDW2014
  29. 29. KNOW WHAT YOU DO & (DON’T) WANT TO HAPPEN David Sherwin @changeorder #KCDW2014
  30. 30. negative impact how might it happen how can I mitigate it?
  31. 31. undertaking risk creating customer value making needed things & receiving feedback improving business performance @changeorder #KCDW2014
  32. 32. VALUE David Sherwin @changeorder #KCDW2014
  33. 33. VALYOU David Sherwin @changeorder #KCDW2014
  34. 34. VALYOU David Sherwin @changeorder #KCDW2014
  35. 35. YOU don’t think have solutionthe David Sherwin @changeorder #KCDW2014
  36. 36. David Sherwin @changeorder #KCDW2014 INVESTIGATE HOW PEOPLE LIVE THEIR LIVES
  37. 37. David Sherwin @changeorder #KCDW2014
  38. 38. LOOK FOR THE “DUH” PROBLEMS David Sherwin @changeorder #KCDW2014
  39. 39. THE “DUH” PROBLEMS ARE SYSTEMIC David Sherwin @changeorder #KCDW2014
  40. 40. David Sherwin @changeorder #KCDW2014 SOLUTIONS TO THE “DUH” PROBLEMS ARE SYSTEMIC
  41. 41. David Sherwin @changeorder #KCDW2014 SOLUTIONS TO THE “DUH” PROBLEMS ARE VALUABLE
  42. 42. IDENTIFY THE TOUCHPOINTS WHERE “DUH” PROBLEMS LIVE David Sherwin @changeorder #KCDW2014
  43. 43. David Sherwin @changeorder #KCDW2014
  44. 44. START WHERE THE JOURNEY SUCKS FOR EVERYONE David Sherwin @changeorder #KCDW2014
  45. 45. David Sherwin @changeorder #KCDW2014
  46. 46. David Sherwin @changeorder #KCDW2014
  47. 47. undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
  48. 48. ALWAYS BE MAKING David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014
  49. 49. ALWAYS BE MAKING TO TEST YOUR HYPOTHESES David Sherwin @changeorder #KCDW2014
  50. 50. David Sherwin @changeorder #KCDW2014
  51. 51. EXHAUST EACH LEVEL OF FIDELITY David Sherwin @changeorder #KCDW2014
  52. 52. design right? right design? Code Motion Studies Click-Thru Video Wizard of Oz Paper MAKING TO TEST HYPOTHESES Adapted from a diagram by Amy Martin while at frog David Sherwin @changeorder #KCDW2014
  53. 53. TEAR YOUR SOLUTIONS OUT OF PEOPLE’S HANDS David Sherwin @changeorder #KCDW2014
  54. 54. David Sherwin @changeorder #KCDW2014
  55. 55. undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014
  56. 56. “LIVE YOUR LIFE AS AN EXPERIMENT” —Chögyam Trungpa Rinpoche
  57. 57. EVERYTHING IS A PROTOTYPE (INCLUDING YOUR BUSINESS)
  58. 58. SEED IDEAS
  59. 59. PLANNING SEED IDEAS
  60. 60. PLANNING SEED IDEAS MAKING
  61. 61. PLANNING SEED IDEAS MAKING
  62. 62. Photo 4114488878 by gfairchild on flickr.com / cc attribution 2.0 generic license SHIFT GEARS BASED ON WHAT YOU LEARN David Sherwin @changeorder #KCDW2014
  63. 63. STARTING HYPOTHESIS
  64. 64. EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT
  65. 65. Entrepreneurship undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
  66. 66. defining your impact potential looking for “duh” problems making desirable solutions at greater and greater fidelity working in cycles of learning Entrepreneurship Design in David Sherwin @changeorder #KCDW2014
  67. 67. HERE’S SOME TOOLS TO HELP YOU David Sherwin @changeorder #KCDW2014
  68. 68. Get it at frogdesign.com/cat
  69. 69. make something real imagine new ideas seek new understanding build your team clarify your GOAL plan for action
  70. 70. make something real imagine new ideas seek new understanding build your team clarify your GOAL plan for action
  71. 71. CHANGE SHOULD BE FUN David Sherwin @changeorder #KCDW2014
  72. 72. Get in touch! email david.sherwin@frogdesign.com twitter @changeorder website davidsherwin.com snag this, will ya? SBDBook.com

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