Design thinking

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Strategic insights for creative agencies based on the principles of Design Thinking from Tim Brown of IDEO and Roberto Verganti, Professor of Management Innovation, at Politecnico of Milano

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Design thinking

  1. 1. DESIGN thinking: The New Paradigm for Agencies<br />strategic insights from <br /> Tim Brown and Roberto Verganti<br />Heather White-Laird<br />08.05.2010<br />
  2. 2. This practice of the borderline is difficult and risky, and asks for awareness and commitment from each one of us, in each of our roles. <br />Our mission is to stay as close as possible to the borderline, although we know it is not clearly drawn and that there is a risk of going beyond it.<br />Alberto Alessi, CEO Alessi Design<br />
  3. 3. table of contents<br />principles of design thinking<br />what is it, really?<br />qualities of a creative mind<br />rules of engagement<br />
  4. 4. principles <br />of <br />design <br />thinking<br />
  5. 5. innovation<br />inspiration<br />ideation<br />implementation<br />
  6. 6. innovation<br />
  7. 7. invention with success<br />
  8. 8. inspiration<br />
  9. 9. problem<br />or<br />opportunity<br />that<br />needs <br />solving<br />
  10. 10. ideation<br />
  11. 11. process of generatingideas<br />
  12. 12. process of testingideas<br />
  13. 13. process of developingideas<br />
  14. 14. implementation<br />
  15. 15. path from project tomarket<br />
  16. 16. what<br />is<br />It, <br />really?<br />
  17. 17. it brings constraints<br />
  18. 18. into harmonious balance<br />
  19. 19. <ul><li>feasible: must be possible in foreseeable future
  20. 20. viable: must be part of a sustainable business model
  21. 21. desirable: must be appealing to and for your audience</li></li></ul><li>it’s not just about differentiation<br />
  22. 22. it’s about perverting the norm.<br />
  23. 23. it’s about screwing<br />with the way people think<br />
  24. 24. it’s about destroying sacred traditions<br />
  25. 25. it’s inherently experimental<br />
  26. 26. it’s inherently flexible<br />
  27. 27. it identifies unknown or latent<br />needs and desires<br />
  28. 28. complexityis a great beginning<br />
  29. 29. simplicityis the best solution<br />
  30. 30. they will have no choice but to pay attention<br />
  31. 31. qualities<br />of a<br />creative<br />mind<br />
  32. 32. be courageous<br />
  33. 33. take risks<br />
  34. 34. get <br />wet<br />
  35. 35. play<br />
  36. 36. cultivate empathy<br />
  37. 37. be idea obsessed<br />
  38. 38. rules<br />of <br />engagement<br />
  39. 39. optimism built on trust<br />
  40. 40. explorethe fringe<br />
  41. 41. conventional<br />market research<br />
  42. 42. may only lead to incremental<br />change<br />
  43. 43. if every<br />one agrees, you’re probably all <br />wrong<br />
  44. 44. solvebuyers’problems not sellers’<br />
  45. 45. us vs. them<br />
  46. 46. no!<br />
  47. 47. us with them<br />
  48. 48. yes!<br />
  49. 49. we’re in this together<br />
  50. 50. thanks to the internet<br />we need to <br />extend our understanding <br />to social interactions <br />within groups and amonggroups themselves<br />
  51. 51. rewardachievements<br />
  52. 52. andfailures<br />
  53. 53. things are carefully planned, so when things go wrong, you know why<br />things are genuinely uncertain, the outcome cannot be known ahead of time<br />they are modest, so catastrophe does not result<br />they are quickly managed, so corrections can be made<br />criteria for intelligent failure<br />
  54. 54. the rewards are golden<br />the <br />
  55. 55. generates products with long lives<br />can define new rules around your core competency<br />makesitdifficult for competitors<br />halo effect enhances value of your other products and services<br />builds brand equity<br />it’s simple<br />
  56. 56. remember<br />
  57. 57. innovation, inspiration, ideation, implementation<br />feasible, viable, desirable<br />reward achievements and failures<br />explore the fringe<br />it’s about us with them<br />it’s ok to fail—within limits<br />new rules<br />
  58. 58. courageous<br />optimistic<br />playful<br />egoless<br />empathetic<br />agile<br />be<br />
  59. 59. more info<br />Change By Design, Tim Brown<br />Design Driven Innovation, Roberto Verganti<br />The Design of Business, Roger Martin<br />TED talks by Tim Brown, Don Norman, Daniel Pink<br />Twitter: @timkastelle, @jorgebarba, @psfk<br />
  60. 60. Credits<br />14: Phillipp Klinger<br />17: Bill in STL<br />24: LittleGazelle<br />28: HawlendRion<br />42: yakczar<br />50: oblaise<br />55: alrescate3<br />59: Bill A<br />
  61. 61. thank you<br />

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