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Using Models To Ask
The Right Questions
Overcoming Predictably Irrational Behavior
And Unpacking Meaning

Douglas Stone •
...
Douglas Stone SVP of Innovation
Maddock Douglas, Inc.

(And Idea Monkey…)

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESER...
Douglas Stone
Senior Vice President of Innovation at Maddock Douglas
Greater Chicago Area | Management Consulting

Previou...
CULTURE, PROCESS, INDUSTRY

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

4
PERSPECTIVES ON INNOVATION

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

5
INNOVATION
CORE

NEED
UNMET OPPORTUNITY
(USEFULNESS)

EXPERIENCE

IDEA

BUSINESS
(VIABILITY)

POSSIBILITY
(FEASIBILITY)

M...
TWO MODES OF THINKING

Reliability

Eventuality

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

7
PREDICTABLY IRRATIONAL

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

8
MADDOCK DOUGLAS

INNOVATION PROCESS

DISCOVERY

IMMERSION

INSIGHTS

IDEAS

ACTIVATION

= Outside Perspective

MADDOCK DOU...
BEFORE WE GET INTO TROUBLE…

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

10
WHAT IS A “SUPERPOWER”?

A superpower is what allows
you to leverage trends better
than your competition.
It may be from t...
THE MODELS

Let’s Talk About Models

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

12
THE MODELS

Resist The Urge To Make
The Model The Solution
MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

13
WHAT ARE WE LOOKING FOR?

Planned Behavior

EXPERIENCE CYCLE

O. O. D. A.

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESER...
THEORY OF PLANNED BEHAVIOR

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

15
reverberating

“you just have to try this.”
The person actively
communicates his/her
satisfaction to others.

generative
p...
THE O.O.D.A. PROCESS

Observe

Orient

Decide

Act

MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

17
To Inspire
and Empower
Curiosity
MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED

18
Presentation Follow-up Conference Call
Join us for an opportunity to reconnect
Tuesday, February 18, 2014
11:30 a.m. – 1:3...
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K^2 Keynote: Using Models to Ask the Right Questions - Doug Stone

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K^2 Keynote, "Using Models To Ask The Right Questions: Overcoming Predictably Irrational Behavior And Unpacking Meaning," from Doug Stone of Maddock Douglas, presented on February 13th, 2014.

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K^2 Keynote: Using Models to Ask the Right Questions - Doug Stone

  1. 1. Using Models To Ask The Right Questions Overcoming Predictably Irrational Behavior And Unpacking Meaning Douglas Stone • 2.8.14 MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED
  2. 2. Douglas Stone SVP of Innovation Maddock Douglas, Inc. (And Idea Monkey…) MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 2
  3. 3. Douglas Stone Senior Vice President of Innovation at Maddock Douglas Greater Chicago Area | Management Consulting Previous Theikos SFDC, Mature Life Services, Leapnet, Sapient, Figure One Interactive, Mobium Education Master of Product Design and Development, Northwestern University Individualized Major, Indiana University MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 3
  4. 4. CULTURE, PROCESS, INDUSTRY MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 4
  5. 5. PERSPECTIVES ON INNOVATION MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 5
  6. 6. INNOVATION CORE NEED UNMET OPPORTUNITY (USEFULNESS) EXPERIENCE IDEA BUSINESS (VIABILITY) POSSIBILITY (FEASIBILITY) MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 6
  7. 7. TWO MODES OF THINKING Reliability Eventuality MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 7
  8. 8. PREDICTABLY IRRATIONAL MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 8
  9. 9. MADDOCK DOUGLAS INNOVATION PROCESS DISCOVERY IMMERSION INSIGHTS IDEAS ACTIVATION = Outside Perspective MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 9
  10. 10. BEFORE WE GET INTO TROUBLE… MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 10
  11. 11. WHAT IS A “SUPERPOWER”? A superpower is what allows you to leverage trends better than your competition. It may be from the past or just emerging, but either way, it must be put into action. MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 11
  12. 12. THE MODELS Let’s Talk About Models MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 12
  13. 13. THE MODELS Resist The Urge To Make The Model The Solution MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 13
  14. 14. WHAT ARE WE LOOKING FOR? Planned Behavior EXPERIENCE CYCLE O. O. D. A. MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 14
  15. 15. THEORY OF PLANNED BEHAVIOR MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 15
  16. 16. reverberating “you just have to try this.” The person actively communicates his/her satisfaction to others. generative promise more good things. The person comes back for more as his/her expectations are raised — at the same time, a significant level of loyalty and leverageable relationships are achieved. compelling captures the imagination. The initial connection with the person and using that contact to make an effective and affective impression. orientating helps users navigate the world. The overview or preview of what’s available or possible, allowing exploration and supporting the early stages of learning. embedded become part of users’ lives. The completion of valuable or valued activities while delighting the senses, skilling and establishing expectations about the overall content of the encounters. MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 16
  17. 17. THE O.O.D.A. PROCESS Observe Orient Decide Act MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 17
  18. 18. To Inspire and Empower Curiosity MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 18
  19. 19. Presentation Follow-up Conference Call Join us for an opportunity to reconnect Tuesday, February 18, 2014 11:30 a.m. – 1:30 p.m. CST   Reserve your follow-up webinar seat now at: https://www1.gotomeeting.com/register/161892273 MADDOCK DOUGLAS, INC. | © 2014 ALL RIGHTS RESERVED 19

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