Innovation is Overrated
Matching Products to
Human Behavior
Indi Young
Understand Model Your Spend Time with
Innovation Customers Details
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Understand
Innovation
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Lots of people are talking about innovation
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Some are giving warnings about innovation
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“Sensational effects are all too often pursued, to the
detriment of just right solutions. The extraordinary
cannot be forced into existence, but might result
unexpectedly and surprisingly from constant and
earnest effort.”
- Frank Zeier
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“It is in the detail work that design really happens —
that the clever, delightful moments of a design occur.”
- Dan Saffer
Making Stuff vs. Making Stuff Up By DAN SAFFER, illustration by Jennifer Lew
Published: November 01, 2007 on ABriefMessage.com,
http://abriefmessage.com/2007/11/01/saffer/
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I think innovation is overrated…
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The best advice I can give is to
focus on people and their
problems. Few great innovators
worried about anything else.
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“You start the Prius by pressing a button on the
dashboard, not once but twice. To put it in drive or
reverse, you manipulate a very small stick protruding
from the dashboard … no matter how many times I
pressed the button, I couldn’t get it to move … I had
failed to tap the brake while moving the gear shifter
in a certain inexplicable way.”
The Risk of Innovation: Will Anyone Embrace It? By G. PASCAL ZACHARY,
Published: January 20, 2008 in the NYTimes Business section,
http://www.nytimes.com/2008/01/20/business/20ping.html?scp=1&sq=prius
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“… it's a systems problem … you have to be able to
manufacture it and deliver it. And you have to get it
to people's attention and then convince them … And if
it's really a new idea, well, expect it to take about 10
years.quot;
Peterme and “The Don” Norman in Conversation By peterme, Posted: December 13, 2007 on
AdaptivePath.com, http://www.adaptivepath.com/blog/2007/12/13/peterme-and-the-don-
norman-in-conversation-2/ AND “Filling Much-Needed Holes” By Donald A. Norman,
Interactions Magazine, Jan+Feb 2008
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not forced understandable change
!
crafting details focus on people long term
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Understand Model Your
Innovation Customers
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What is a mental model?
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What is a mental model?
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Behavior, Philosophy,
Feeling
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Conceptual Group
(a.k.a. “Tower”)
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Mental Space
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Ways to support this
tower
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Understand Model Your Spend Time with
Innovation Customers Details
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Moviegoers Mental Model
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Decide to Watch a Film
Watch a Film to
Achieve a Mood
Watch
Minimalist
Films to
Meditate
Watch a Film to
Relax Share a Film with Watch a Film to Learn
Friends
Watch a Film to Watch a Film to
Screen a Film
Release See Different
Have a Date Night Take Family for Friends
Tension Cultures
Dependents to a Film
Take Family Watch a Film to
Watch a Film to Have a Date Take Someone
Dependents to Challenge My
Cure Mood Night to a Film I Like
a Film Mind
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Choose a Film
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Read Reviews
Learn More About a Film Regularly
Read the
Reviewers I
Respect
Read Compiled
Reviews
Read
Newspaper
Reviews
Read Many
Reviews to Get
Look for Trailers Anticipate a Film a Consensus
Online
Look for Set Read Reviews
Talk About Films I Read About Films I Trailers Online Expectations Out of Curiosity
Want to See Want to See
Talk About Look for Film Read Film
Get Excited
Films I Want to Information Festival
about a Film
See Online Reviews
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Choose a Good
Theater
Choose
Choose a Theater
Theater w/
Good Parking
Choose
Theater with
Good Eats
Choose
Theater w/
Comfortable Choose Smaller
Seating Theater
Choose Choose
Theater with Smaller
Good Choose Easy Theater Theater for
Projection Eclectic Film
Choose
Choose Choose Central
Smaller
Theater with Location to
Theater for the Choose Theater with Choose Theater Close
Good Sound Meet Friends
Neighborhood Big Crowd Energy to Good Restaurants
Choose Choose Choose
Choose
Choose Clean Smaller Theater with Theater Close
Multiplex for
Theater Theater for Big Crowd to Good
Familiarity
Aesthetics Energy Restaurants
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Choose a Time
Choose Screening
Time
Choose Later
Screening
Avoid Early
Look Up Running Screening
Times (Length)
Look Up Choose Early
Running Times Screening
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Go to the Theater
Buy Concessions
Avoid
Resolve Group Buy Tickets Concessions
Logistics
Avoid Buying Eat
Meet Group at Tickets Online Concessions
Theater because of Instead of
Surcharges Dinner
Avoid Standing
Get Tickets for
in Line to Buy Buy Chocolate
Avoid Being Late to a Group Get to Theater Tickets
Theater
Schedule a
Avoid Being Buy Tickets in
Time with a Buy Popcorn
Late to Theater Advance
Group
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Watch a Film at Home
Rent a Film Watch DVD Extras
Rent a Film to Avoid Extras on
Save Money DVD
Try Renting Watch Extras
through NetFlix Watch a Film on Watch a Film on on DVD Make Popcorn
Projector DirecTV
Rent if Don’t Watch DVD w/
Watch a Film Watch a Film
Feel Like Going Commentary Make Popcorn
on Projector on DirecTV
Out On
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Eat Dinner
Eat Dinner
Eat Dinner with
a Companion/
Date
Eat Lunch
Before a Film
Eat Dinner
After Film Decide When to Eat Make Reservations Get to Restaurant Skip Dinner
Dinner
Eat Dinner Decide When Make
Skip Dinner
Before Film to Eat Dinner Reservations
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Watch the Film
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Identify with a Film
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Interact with People About the Film
Discuss the Film
Afterward
Avoid
Discussions
Ask Strangers
Their Opinion
After a Film
Discuss
Interpretation of
Book
Learn Craft
from
Discussion of Recommend a Film
Unusual Points
Recommend a
Discuss Film
Film when
Afterwards
Asked
Go Somewhere
to Sit and Write a Review
Discuss Film
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Follow the Industry
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Identify with a Film
Collect Film-Related
Stuff
Save Tickets in
Scrapbook Get the DVD Watch a Film Multiple
Times
Watch DVDs I
Collect Film Buy Special
Own More than
Artwork DVDs
Once
Get DVDs as Watch Film
Collect Toys
Gifts Multiple Times
DVD Release
Dates
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www.movieposter.com
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Identify with a Film
Collect Film-Related
Stuff
Save Tickets in
Scrapbook Get the DVD Watch a Film Multiple
Times
Watch DVDs I
Collect Film Buy Special
Own More than
Artwork DVDs
Once
Get DVDs as Watch Film
Collect Toys
Gifts Multiple Times
DVD Release
Dates
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actual tux from the movie
stormtrooper and scout costumes
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Identify with a Film
Collect Film-Related
Stuff
Save Tickets in
Scrapbook Get the DVD Watch a Film Multiple
Times
Watch DVDs I
Collect Film Buy Special
Own More than
Artwork DVDs
Once
Get DVDs as Watch Film
Collect Toys
Gifts Multiple Times
DVD Release
Dates
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www.verymarkmccormick.com
the-write-bunch.blogspot.com
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Look for Certain
Qualities
Choose
Eclectic Films
Choose Films
by Director
Choose a Film
Choose Self-
Deprecating
Films
Choose
Serious Films
Choose Quality
Films Choose Familiar Films Include Random Film
Choices
Choose Film See Whats
Choose
Because I’ve Playing to
Blockbusters Watch a Certain
Read Book Choose Film
Genre in Winter
Choose Film of Watch a
Choose Film Choose a
Country I’ve Certain Genre
for the Story Variety of Films
Been To in Winter
What’s Playing What’s Playing
What’s Playing Film List (by
Today (by Today (by
Today (by title) genre)
location) location)
What’s Playing What’s Playing Film List (by What’s Playing
(by title) (by location) related films) (by location)
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Opportunities to Pursue
Seasonal Suggestions
Valentine Romances
July Patriotism
Halloween Horror
Visit Family with Musicals
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Identify with a Film
Collect Film-Related
Stuff
Save Tickets in
Scrapbook Get the DVD Watch a Film Multiple
Times
Watch DVDs I
Collect Film Buy Special
Own More than
Artwork DVDs
Once
Get DVDs as Watch Film
Collect Toys
Gifts Multiple Times
DVD Release
Dates
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Airplane II
Releases
1982 25-Jun – Theater Release
1992 11-Sep – Director’s Cut Release Barbarosa
2007 29-Sep – Final Cut Release
2007 05-Dec – DVD Release
Cat People
Earnings
Press Dead Men Don’t
Wear Plaid
http://www.measuremap.com/developer/slider/
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Airplane II
Releases
1982 25-Jun – Theater Release
1992 11-Sep – Director’s Cut Release Barbarosa
2007 29-Sep – Final Cut Release
2007 05-Dec – DVD Release
Cat People
Earnings
Press Dead Men Don’t
Wear Plaid
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Go to the Theater Eat Dinner
Buy Concessions
Avoid
Buy Tickets Concessions
Avoid Buying Eat
Tickets Online Concessions
because of Instead of
Surcharges Dinner
Avoid Standing
in Line to Buy Buy Chocolate
Get to Theater Tickets Make Reservations Get to Restaurant
Buy Tickets in Make
Buy Popcorn
Advance Reservations
My Favorite Local
Map to Theater Buy Tickets
Theaters List Restaurant
Links
Driving
Directions to Is It Sold Out?
Theater
Parking
Is There a
Directions for
Line?
Theater
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http://www.thealarmclock.com/mt/archives/2007/04/bostons_parking.html
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Parking Garage
+
Mezzo Mezzo
+
Sabor of Spain +
Rafael Theater
Parking Lot
+ +
Cinecita Il David
Parking Garage
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Watch the Film
Ignore Other People/
Immerse Myself
Attend Films
Alone Admire Craft of the
Film
Look for
Watch Certain
Choreography,
DVDs Alone Compare Film to Book Stunts
Anticipate
Immerse Admire Craft of
Scenes from
Myself in a Film Comment on Film Look for Jokes/ Screenplay
Book
During Screening References
Avoid People Get Nitpicky Comment on
Look for Jokes/ Admire Craft of
So I Can About Film During
References Film
Concentrate Interpretation Screening
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Book-to-Film Translation
84 The Lord of the Rings
71 The Golden Compass
70 Pride and Prejudice
68 Harry Potter and the Goblet of Fire
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Watch the Film
Ignore Other People/
Immerse Myself
Attend Films
Alone Admire Craft of the
Film
Look for
Watch Certain
Choreography,
DVDs Alone Compare Film to Book Stunts
Anticipate
Immerse Admire Craft of
Scenes from
Myself in a Film Comment on Film Look for Jokes/ Screenplay
Book
During Screening References
Avoid People Get Nitpicky Comment on
Look for Jokes/ Admire Craft of
So I Can About Film During
References Film
Concentrate Interpretation Screening
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After touching the Sword of
Elendil Sean Bean says, quot;Still
Sharpe.quot;
http://mywebpages.comcast.net/injoke/xfmovie.html
http://jimhillmedia.com/blogs/jim_hill/archive/2007/12/09/a-special-where-s-wall-e-edition-of-why-for.aspx
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Figure Out How to Handle an Attraction
Let Someone Know
I'm Interested
Flirt Around
with Someone
Consider Whether I Consider Whether to Exchange Non-
Should Act On My Respond to an Verbal
Attraction to Someone Approach Communication
Struggle With Consider
My Attraction to Whether to Talk More and
Someone Respond to an More
Approach
Be Unsure If I Appear Be Subtle With
Want to Pursue Disinterested My Interest So See if Someone is
Someone I Until I Am Sure He'll Pursue Interested in Me
Work With of My Feelings Me
Think It's Ok to Read Next Respond Watch Her
Date Someone Email Before Politely to Body Language
At Work If You Responding Email For Sign of
Work Indirectly Interest
Wonder if Guy Converse Let Someone Get a
in Other State Anyway to Find Know I'm Response from
will Move Out More Interested by an Ice Breaker
Closer Sending Email Online
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Get a Better Sense of a Person
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Go Out With a Person for the First Time
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Initiate a Project
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Runners Mental Model
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Get the Right Workout for This Training Run
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Monitor How I’m Feeling
Figure Out Why Pace
Might Be Off
Check If My Pace is Wonder if I'm
Off Getting Sick
Guess at Remember My
Distance So Workout
Far Yesterday
Check Watch Blame the
for Time So Far Course
Assume I Didn't
Get Enough
Calculate Pace
Sleep Last
Night
Check My Pace Assume I Need
on Watch Fuel
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Keep Myself Fueled
Keep on top of My
Nutrition
Feel Dizzy
Struggle with
Gel Package
Make Sure I
Keep on Top of My Don’t Litter Gel
Hydration Package
Try to Give
Drink Myself Small
Doses Steadily
Look for Water Time My Intake
Source of Nutrition
Refill My Water Start to Feel
Bottle Naseous
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Record My Run
Record My Run
Record
Distance,
Elevation
Record Time
Transfer
Record to
Computer
Study My
Training
Records
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Make My Clothes/Shoes Comfortable
Make My Shoes/
Clothes Comfortable
Take Off
Jacket/Shirt
Stop to
Remove Rock
from My Shoe
Get Annoyed
by Laces
Coming Untied
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Enjoy the Route
Try Not to Get Lost
Believe I Know
the Area Pretty
Well Go Somewhere New
Ask Other Follow that
People How to Trail I Always
Get Wanted To Enjoy Being Outdoors
Somewhere Follow
Review Trail Decide to Go
Map Before I Somewhere Feel Spiritual
Leave New
Get Scared Feel Bored by
Feel Runner’s
Running When Same Old
High
It Gets Dark Route
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Keep My Brain Occupied
Think About Things
Think About
Decisions I
Need to Make
Ponder
Relationships
Try to Avoid
Focus on Scenery Angry Feelings Listen to Music
Watch the Experience an Feel Energized
Wildlife Epiphany by Music
Turn Volume
Feel Amazed List Things to Down When I
Talk to Running Practice Singing
by the Colors Do Interact w/
Companion
Someone
Watch the Trail Wish I Could
Talk to Running Practice Skip Song with
for Roots, Write Email
Companion Singing Slow Rhythm
Rocks While Running
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Ascending tone
Start
Descending tone
Stop
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LED lit when stopwatch on
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Questioning tone
After 1 minute paused
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Or… “regular motion” detector
restarts stopwatch when
arms move in a rhythm???
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Looking for Insights
1. Find a Gap to Fill
2. Look for Scarce or Weak Support
3. Redefine & Augment Existing Features
4. Look for Surprises
5. Combine Related Behaviors & Features
6. Look for Emotions
7. Examine Spaces Formerly Crossed Out
8. Rethink Features that Don’t Match a Behavior
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not forced understandable change
!
crafting details focus on people long term
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One Last Thing
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Book: Mental Models
Discount: 10% off at Rosenfeld Media (code = WDN484)
Blog: www.rosenfeldmedia.com/books/mental-models/
RSS: feeds.rosenfeldmedia.com/mental-models/
Me: indi@acm.org
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