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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

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

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