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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 ...

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

    • 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
    • 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 by an extraordinary % —DMI Design Value Index, Michael Westcott and Jeneanne Rae, bit.ly/1eSoteK David Sherwin @changeorder #KCDW2014
    • —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
    • David Sherwin @changeorder #KCDW2014 How might we bring design into entrepreneurship to improve our chances of business success?
    • Entrepreneurship undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
    • Entrepreneurship? Design in undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
    • undertaking risk creating customer value making needed things & receiving feedback improving business performance Entrepreneurship Design in David Sherwin @changeorder #KCDW2014
    • undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
    • 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 @changeorder #KCDW2014
    • 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 Sherwin @changeorder #KCDW2014
    • 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 a diagram by Amy Martin while at frog David Sherwin @changeorder #KCDW2014
    • 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 Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014
    • “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 Sherwin @changeorder #KCDW2014
    • STARTING HYPOTHESIS
    • EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT
    • Entrepreneurship undertaking risk creating customer value making needed things & receiving feedback improving business performance David Sherwin @changeorder #KCDW2014
    • 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
    • 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.com