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Competitive Advantage Through Ethics

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English version of presentation held at Yggdrasil 2008 by Ingrid Tofte & Karl Johan Sæth of 15 meanings

English version of presentation held at Yggdrasil 2008 by Ingrid Tofte & Karl Johan Sæth of 15 meanings

Published in: Design, Technology, Business

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    • 1. MEANINGFUL DESIGN COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 2. Lillehammer, Yggdrasil 2008 INGRID TOFTE & KARL JOHAN SÆTH 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 3. Karl Johan Sæth
      • « successful experiences
      • are meaningful, not merely novel »
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 4. Ingrid Tofte
      • « to create stunning design
      • that makes people happy »
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 5. IA SUMMIT 2008 IN MIAMI 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 6. 06/05/09 ETIKK SOM KONKURRANSEFORTRINN
    • 7. WHY DO WE WANT TO TALK ABOUT ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 8. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 9. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 10. Did they know what they were doing? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 11. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 12. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 13. Evolution of innovation and consumer demand Shedroff et al. “Making Meaning” - 2006 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 14. Starbucks represents something beyond a cup of coffee
      • Founded 1971, Seattle.
      • Aquired by Howard Schultz in 1987.
      • Currently 15000 stores in 44 countries.
      • SUBJECT
      • DESC
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 15. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 16. WHAT IS ETHICS? 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 17. What is ethics?
      • A set of principles of right conduct
      • A theory or a system of moral values
      • Ethics: moral code, morals, morality, values, rights and wrongs, principles, ideals, standards (of behavior), value system, virtues, dictates of conscience.
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 18. Three ethical spheres
      • Personal sphere
      • Social sphere
      • Global sphere
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 19. Spheres of ethics: Personal 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 20. Spheres of ethics: Social 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 21. Spheres of ethics: Global 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 22. ETHICS IN DESIGN 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 23. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
    • 24. Three examples from Miami
      • Vinmonopolet
      • Egmont Univers
      • SFT CO2
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 25. Vinmonopolet – Designing within a restricted domain with defined ethics
      • CASE: VINMONOPOLET
      • YEAR
      • 2006
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 26. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
    • 27. Egmont Univers – Design guided by ethics
      • CASE: EGMONT UNIVERS
      • YEAR
      • 2008
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 28. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
    • 29. SFT CO2 – Making change through ethics?
      • 2008
      • CASE: SFT C02
      • YEAR
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 30. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09
    • 31. The examples illustrate:
      • Ethics considerations is inevitable when developing products and services
      • Product or service design is always based on interpretation of ethical rules
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 32. COMPETITIVE ADVANTAGE THROUGH ETHICS 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 33. Implications
      • Enhanced awareness of ethics facilitates powerful design
      • Competitive advantage by designing for the cultural ethical individual
      • This gives us great responsibility!
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 34. 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 35. Model: Facebook Beacon 06/05/09 Ethical aspect COMPETITIVE ADVANTAGE THROUGH ETHICS Facebook Beacon Business req. User req. ! ! ! Ethical sphere Global Social Personal
    • 36. Ethical aspects - Facebook Beacon
      • In several countries storing/sharing personal data is prohibited
      • Users want to control which information to share with others
      • Sharing this type of information may have unwanted consequenses
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 37. A METHODOLOGY OF ETHICS… 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 38. If there exists ethical spheres with principles of conduct, we should be able to identify the ethical aspects of a product or service 06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 39. Model - generic 06/05/09 Ethical aspects COMPETITIVE ADVANTAGE THROUGH ETHICS Ethics req. Product/service Business req. User req. ! ! ! Ethical spheres Global Social Personal
    • 40. Working with ethics
      • Analyze the different elements of any product or service (requirements, strategies, design) through the different ethical spheres
      • Identify ethical aspects
      • Deduct ethics requirements from these
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 41. 06/05/09 Product/ service Technical req. Contextual analysis Organizational capabilities Visually pleasing User req. Business req. Ethics req. COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 42. Ethics versus user experiences
      • The discussion of ethics is more than a a discussion of good and bad user experiences
      • User experience Individual sphere, in its nature hedonistic
      • Ethics Different spheres, addresses consequences just as much as experience
      06/05/09 COMPETITIVE ADVANTAGE THROUGH ETHICS
    • 43. more meaning
    • 44. www.15meanings.no