These are the slides from Guy Cherni's talk at Product of Things Conference in Tel Aviv on July 2018: Who this talk is for: This talk is for those who want to learn how to use a design-based approach for human-centered strategic planning and problem-solving in an ever-changing world After this talk you will be able to: - Use design mindset for strategic thinking - Analyze your business’ challenges through various “trend-lenses” - Conduct personal interviews to mine important insights - Ideate in an open and productive way What is covered: - Overview changing environments - Introduction to Design thinking 101 and Design Management basic methodologies - Experience tools for creative analysis and ideation

1. Workshop by Moriya Kassis
Empathetic Strategy;
Design mindset
for product innovation
in the age of accelerating
Session by Guy Cherni,
Chief Marketing at Atlas Dynamics

2. Hi
I am Guy Cherni
I am here because I love learning from new people
You can find me at guycherni
2

3. “We wanted flying cars,
instead we got 140
characters”
Peter Thiel , “Zero to One”
33

4. Shut-up and listen
4
1

5. 5

6. My journey toward empathic innovation
6

7. Age of acceleration
7
2

8. We need to learn how to adapt
8

9. Embrace change as an opportunity (Arup Foresight)
9

10. How can we design a company that
will fit the age of acceleration?
10
Challenge

11. DaaS; Design as a Strategy
11
3

12. Design thinking
- Systematic
- Prototyping
- Problem Solving
- Human centered
- Story-telling
- Experience
Combining design thinking with business methodologies
12

13. Traditional business
models
- SWOT
- SIT
- Clusters
- Jobs to be done
- 5 Forces
- etc.
Combining design thinking with business methodologies
13

14. Negotiation - Emotions:
The five core (Shapiro)
- Appreciation
- Autonomy
- Affiliation
- Status
- Role
And the backtable..
Combining design thinking with business methodologies
14

15. The British Design Council Double Diamond
15
Do things
right
Do the right
thing
D
iscover
W
hatis?
D
evelop
W
hatw
ow
?
D
eliver
W
hatw
orks?
D
efine
W
hatif?

16. The British Design Council Double Diamond
16

17. Atlas Dynamics
17
4

18. “Unleash Drone Potential”
Make drone technology
relevant and accessible
where it is needed the
most: places where it
saves lives and resources
18

19. Changing Aerospace Industry
19
UAS Cargo Space

20. Changing Aerospace Industry
20
UAS Cargo Space

21. Changing Aerospace Industry
21

22. How can we innovate in a constantly
changing aerospace market?
22
Challenge

23. From DaaS to DaaS
23
5

24. Discover
24
Do the right
thing
D
iscover
W
hatis?
D
evelop
W
hatw
ow
?
D
eliver
W
hatw
orks?
D
efine
W
hatif?

25. Discover: Desktop Research

26. Discover: Contextual Research
Politics Consumer Robotics Lean Hardware Autonomous Car IoT
Personalization Industry 4.0 Energy Efficiency Last Mile Delivery Regulation /
Democratization
Expending: researching fields with some relevance to
our market

27. Discover: Market Research + Analogies (ISU)
Industries with similar Opportunities / Threats

28. Discover: Field interviews & Observation
Open questions / In context / why? / Listen

29. Define
29
Do things
right
D
iscover
W
hatis?
D
evelop
W
hatw
ow
?
D
eliver
W
hatw
orks?
D
efine
W
hatif?

30. Discover: Cluster research into Insights

31. Traditional Players
- Project base
- Gov/DoD dependent
- Corporate structure
- Long process
- Gov Funding
- 1000% Capabilities
- Expensive
Discover: Different mindset (PwC)
Non Traditional Players
- Product driven
- Mostly civilian
- Startup
- Fast
- VC funded
- 80% capabilities
- 20% Cost
31

32. How can we create a cost efficient
aerospace product
32
Challenge

33. Develop
33
Do the right
thing
D
iscover
W
hatis?
D
evelop
W
hatw
ow
?
D
eliver
W
hatw
orks?
D
efine
W
hatif?

34. Develop: 80/20 Company: Next Gen Aerospace
34

35. Drone as a
Service
35

36. Develop: Experience map
3636
Step Training Signing Going to
operation
Flying Analysing Data Restoring Maintenance
Feeling
Positive
+
Feeling
Negative
-
Stakeholders - Managers
- Inspection
- Security
Insight - Doing the same
job with limited
resources
- need to spend
capital on training
- worker is not
doing something
else
-another job
- not easy
- the ROI
- Cost efficiency?
-who?
-how?
Headcount

37. Deliver - Service Design Methodology
37
Do the right
thing
D
iscover
W
hatis?
D
evelop
W
hatw
ow
?
D
eliver
W
hatw
orks?
D
efine
W
hatif?

38. Product
Deliver: DaaS; Service Design Methodology
38
Mission
Values
Pain Relief
Values
Pains

39. 39

40. THANKS!
Any questions?
You can find me at
@guycherni & guy@atlasdynamics.eu