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What Planning Can Learn From Design Thinking
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What Planning Can Learn From Design Thinking

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A presentation delivered at the second Google Firestarters evening, where I talked alongside Tom Hulme of IDEO on 'what planning can learn from design thinking?' …

A presentation delivered at the second Google Firestarters evening, where I talked alongside Tom Hulme of IDEO on 'what planning can learn from design thinking?'

Where Tom majored on the good things about Design Thinking (which he's brilliant on, of course), I suggested that from the planning perspective (and wider agency model), we must be careful that we take the brilliant approach and beliefs of the discipline, but leave behind the 'process'.

Plus, there's a great story from Dan Ariely nearly the front on marketing process...


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  • 1. The Process of Belief John V Willshire @willshFriday, 23 September 2011
  • 2. I was asked to talk about...Friday, 23 September 2011
  • 3. “What can planning learn from design thinking? ”Friday, 23 September 2011
  • 4. But hey, let’s start with...Friday, 23 September 2011
  • 5. Seminal US punk rock bandsFriday, 23 September 2011
  • 6. Friday, 23 September 2011
  • 7. “ The process of belief is an elixir when youre weak ” "Materialist" by Bad ReligionFriday, 23 September 2011
  • 8. Process is a port in a storm of uncertainty http://oxleyart.comFriday, 23 September 2011
  • 9. [ any port in a storm ]Friday, 23 September 2011
  • 10. A story about process...Friday, 23 September 2011
  • 11. A story from Dan Ariely... http://www.youtube.com/watch?v=ZJ3ZM_EAuN4Friday, 23 September 2011
  • 12. “ We can often force the world into some framework without it being very useful ” Dan ArielyFriday, 23 September 2011
  • 13. process Why am I talking about when the question was...Friday, 23 September 2011
  • 14. “What can planning learn from design thinking? ”Friday, 23 September 2011
  • 15. I knew practically nothing about Design ThinkingFriday, 23 September 2011
  • 16. So I asked an expertFriday, 23 September 2011
  • 17. Friday, 23 September 2011
  • 18. And came up with this guy...Friday, 23 September 2011
  • 19. Bruce NussbaumFriday, 23 September 2011
  • 20. Bruce Nussbaum Former assistant managing editor for Business Week Professor of Innovation and Design at Parsons The New School of DesignFriday, 23 September 2011
  • 21. Pretty qualified.Friday, 23 September 2011
  • 22. I wonder what he’s got to say on Design Thinking..?Friday, 23 September 2011
  • 23. Friday, 23 September 2011
  • 24. Oh.Friday, 23 September 2011
  • 25. Why?Friday, 23 September 2011
  • 26. “Design consultancies that promoted Design Thinking were, in effect, hoping that a process trick would produce significant cultural and organizational change.”Friday, 23 September 2011
  • 27. “Companies were comfortable and welcoming to Design Thinking because it was packaged as a process.”Friday, 23 September 2011
  • 28. processFriday, 23 September 2011
  • 29. “What can planning learn from design thinking? ”Friday, 23 September 2011
  • 30. We don’t need another processFriday, 23 September 2011
  • 31. Why? At least two reasons...Friday, 23 September 2011
  • 32. 1. Process tends to average things outFriday, 23 September 2011
  • 33. Some music science...Friday, 23 September 2011
  • 34. CompressionFriday, 23 September 2011
  • 35. normal compressedFriday, 23 September 2011
  • 36. Compression makes quiet things loudFriday, 23 September 2011
  • 37. But it also dulls the crescendosFriday, 23 September 2011
  • 38. Process is like compressionFriday, 23 September 2011
  • 39. Process makes bad work goodFriday, 23 September 2011
  • 40. But...Friday, 23 September 2011
  • 41. Process makes great work goodFriday, 23 September 2011
  • 42. An example...Friday, 23 September 2011
  • 43. Effectiveness Success Rate ESR = % campaigns which reported ‘very large’ improvements in one of six measuresFriday, 23 September 2011
  • 44. ESR pre-testing no pre-testing All campaigns Source: IPA databankFriday, 23 September 2011
  • 45. ESR pre-testing 49% no pre-testing 59% All campaigns Source: IPA databankFriday, 23 September 2011
  • 46. Process suggests “do testing”Friday, 23 September 2011
  • 47. But ads that aren’t tested in IPA Databank are more likely to be successfulFriday, 23 September 2011
  • 48. 2. Process tends to bind us, not free usFriday, 23 September 2011
  • 49. We’re becoming trapped in the inevitability loop of processFriday, 23 September 2011
  • 50. “We’ll use the OMFG process to solve this” agency problem clientFriday, 23 September 2011
  • 51. “Brilliant. I’ll pay you to use OMFG to solve this” agency problem clientFriday, 23 September 2011
  • 52. [ hmmm, the OMFG process doesn’t help after all ] agency problem clientFriday, 23 September 2011
  • 53. “How’s that awesome OMFG process coming along?” agency problem clientFriday, 23 September 2011
  • 54. [ errr ] agency problem clientFriday, 23 September 2011
  • 55. “brilliantly” agency problem clientFriday, 23 September 2011
  • 56. “can I see it?” agency problem clientFriday, 23 September 2011
  • 57. [ fuck ] agency problem clientFriday, 23 September 2011
  • 58. Advertising has a process problemFriday, 23 September 2011
  • 59. A process is something to sell in lieu of real workFriday, 23 September 2011
  • 60. The course is set before the destination is knownFriday, 23 September 2011
  • 61. And inevitably, we look for...Friday, 23 September 2011
  • 62. [ any port in a storm ]Friday, 23 September 2011
  • 63. “ If you’ve got enough naivety and you’ve got conviction then the answer is perfect for you ” "The Answer" by Bad ReligionFriday, 23 September 2011
  • 64. Added to this, everyone has a ‘port’Friday, 23 September 2011
  • 65. pr client media problem adFriday, 23 September 2011
  • 66. pr Use OMFG! client media problem adFriday, 23 September 2011
  • 67. We need ROFL! pr Use OMFG! client media problem adFriday, 23 September 2011
  • 68. We need ROFL! pr Use OMFG! client media problem OFFS will give the ad answerFriday, 23 September 2011
  • 69. We need ROFL! pr Use OMFG! client media problem We always OFFS will follow LMAO give the ad answerFriday, 23 September 2011
  • 70. Too many captains will sink the ship Danish ProverbFriday, 23 September 2011
  • 71. But process does well for a reasonFriday, 23 September 2011
  • 72. Clients like buying a thingFriday, 23 September 2011
  • 73. Agencies like selling a thingFriday, 23 September 2011
  • 74. Things that are made in factoriesFriday, 23 September 2011
  • 75. Process is fine with limited potential outputsFriday, 23 September 2011
  • 76. Our factory is brokenFriday, 23 September 2011
  • 77. Why did it work in the first place?Friday, 23 September 2011
  • 78. Let’s go back to the source...Friday, 23 September 2011
  • 79. Friday, 23 September 2011
  • 80. The division of labour works for three reasonsFriday, 23 September 2011
  • 81. DexterityFriday, 23 September 2011
  • 82. Dexterity Do simple, repeat tasks that you get better atFriday, 23 September 2011
  • 83. TimeFriday, 23 September 2011
  • 84. Time You save time in passing simple tasks, in bulk, between specialistsFriday, 23 September 2011
  • 85. TechnologyFriday, 23 September 2011
  • 86. Technology Technology is used to improve the process as it stands (not reinvent it completely)Friday, 23 September 2011
  • 87. The division of labour isn’t working for usFriday, 23 September 2011
  • 88. Smith didn’t say it wouldFriday, 23 September 2011
  • 89. “The nature of agriculture does not admit of so many subdivisions of labour, nor of so complete a separation of one business from another.”Friday, 23 September 2011
  • 90. pr no complete media client separation adFriday, 23 September 2011
  • 91. “The ploughman, the harrower, the sower of the seed and the reaper of the corn are often the same... ...it is impossible that one man should be constantly employed in any one of them.”Friday, 23 September 2011
  • 92. pr media client work is seasonal adFriday, 23 September 2011
  • 93. pr media client work is seasonal adFriday, 23 September 2011
  • 94. “Country workmen are almost everywhere obliged to pay themselves to all the different branches of industry that have so much affinity to one another as to be employed about the same sort of materials”Friday, 23 September 2011
  • 95. we are all pr employed media client ‘about the ad same materials’Friday, 23 September 2011
  • 96. The sell is industrial The work is agriculturalFriday, 23 September 2011
  • 97. We don’t need another processFriday, 23 September 2011
  • 98. “ What we do need is a change of ideas ” "Change of Ideas" by Bad ReligionFriday, 23 September 2011
  • 99. The SmithFriday, 23 September 2011
  • 100. Technology providerFriday, 23 September 2011
  • 101. Transport hubFriday, 23 September 2011
  • 102. Village generalistFriday, 23 September 2011
  • 103. Fire keeperFriday, 23 September 2011
  • 104. Solve any problem using the raw materials of the ageFriday, 23 September 2011
  • 105. What’s interesting is the way he workedFriday, 23 September 2011
  • 106. Customer focussedFriday, 23 September 2011
  • 107. Try and try againFriday, 23 September 2011
  • 108. Whatever worksFriday, 23 September 2011
  • 109. It’s the stuff we want from Design ThinkingFriday, 23 September 2011
  • 110. Rethink our behaviour, not our processFriday, 23 September 2011
  • 111. A process of belief ?Friday, 23 September 2011
  • 112. Thank you @willsh john@smithery.co http://smithery.coFriday, 23 September 2011

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