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?'

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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What Planning Can Learn From Design Thinking

  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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