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Applying the Classic Virtues to 
Design & Innovatio n 
Deb Mills-Scofield 
©2014 
Mills-­‐Scofield, 
LLC
Aristotle’s Cl assic Virtues 
L C F 
Love Courage Faith 
J P 
Based 
on 
the 
work 
of 
Alan 
Kolp, 
Peter 
Rea 
(Igni%ng ...
Virtue: 
Why 
Why, How, Wh at We Create 
Art: How? 
(Imagination, Commitment, Creativity) 
Science: What? 
(Competency, Sk...
L 
What Are You 
Passionate About? 
©2014 
4 
Mills-­‐Scofield, 
LLC
Φίλος (Philos) 
Friendship, Respect 
Teamwork; Collaboration 
(e.g., Google, USAA) 
Ερος (Eros) 
Passion, Desire, Devotion...
C 
What Is Worth The Risk? 
©2014 
Mills-­‐Scofield, 
LLC 
6
Culturally Defined 
(Prestige, Tangible, Intangible, Risk of not trying) 
Mitigation, Resilience, Rescue 
(Financial, Cont...
F 
In What & Who 
Do You Trust? 
©2014 
8 
Mills-­‐Scofield, 
LLC
Reputation 
(Trustworthy, Experience 
Talent) 
Imagination 
(Better future, Empathy) 
Culture 
(Behavior, Execution, Stori...
J 
What is “Sustainability”? 
©2014 
Mills-­‐Scofield, 
LLC 
10
Fair vs. Equal 
(Legal, Moral) 
“I-Thou” 
(Thou > I, Means-Ends) 
CSR 
(Triple Bottom Line, 
Outputs - Outcomes) 
©2014 
1...
P 
When Do You 
Hold ‘Em? Fold ‘Em? 
©2014 
Mills-­‐Scofield, 
LLC 
12
Wisdom 
(Decision Making, Bright Spots) 
Insight/Foresight 
(Practical, Consequences) 
Knowledge 
(Iterative, Unlearn-Rele...
T 
What Does 
Balance Mean? 
©2014 
14 
Mills-­‐Scofield, 
LLC
ROI 
(Vetting, Experimentation, Lean Startup) 
Balance 
(Work-Life, All-Essentials, Long-Short Term) 
Habits 
(Accountabil...
H 
What is Possible 
and Probable? 
©2014 
Mills-­‐Scofield, 
16
Realistic/Facts 
(Smart Risks, Fail Fast, Jobs-To-Be-Done) 
Tools 
(Business Modeling, Real-Win-Worth) 
©2014 
17 
Mills-­...
Design “In” the Virtues! 
L 
H P J 
C 
F 
T 
18 
©2014 
Mills-­‐Scofield, 
LLC
Thank you! 
dms@mills-scofield.com 
Designed by Hanna McPhee , Brown ‘14 
©2014 
Mills-­‐Scofield, 
LLC
“Case S tudies” 
20 
©2014 
Mills-­‐Scofield, 
LLC 
CCChampions 
CCChampions.com 
Founder: Sidney Kushner, Brown ’13 
Sidn...
CCCha mpions 
21 
©2014 
Mills-­‐Scofield, 
LLC
CCCha mpions 
22 
©2014 
Mills-­‐Scofield, 
LLC
MED International 
23 
©2014 
Mills-­‐Scofield, 
LLC
©2014 
24 
Mills-­‐Scofield, 
LLC 
MED International
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Applying the Classic Virtues to Design & Innovation: A Better World by Design 2014

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What does a 2500 yr old philosophy have to do with 21st C business, innovation, entrepreneurship and design? A lot! This is the presentation I gave at A Better World by Design on Sept. 20, 2014. Intentionally building the Classic Virtues into the design of a business can have a tremendous impact on outputs and outcomes.

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Applying the Classic Virtues to Design & Innovation: A Better World by Design 2014

  1. 1. Applying the Classic Virtues to Design & Innovatio n Deb Mills-Scofield ©2014 Mills-­‐Scofield, LLC
  2. 2. Aristotle’s Cl assic Virtues L C F Love Courage Faith J P Based on the work of Alan Kolp, Peter Rea (Igni%ng Innova%on through Integrity, to be published, with co-­‐author Pierre Everaert) T H Justice Prudence Temperance Hope 2 ©2014 Mills-­‐Scofield, LLC
  3. 3. Virtue: Why Why, How, Wh at We Create Art: How? (Imagination, Commitment, Creativity) Science: What? (Competency, Skill, Knowledge) Love Passion/Compassion: Customer, Employee, Teams, Partners Create/Add customer value; Customer Service; Student Leadership Courage Recognize Opportunity; Lead Change; Mitigate Risk’s Consequences Risk/Rescue Mgmt; Lean Startup, Experiment-Learn-Apply-Iterate Faith Manage Intangibles: People, Process, Reputation Create & Protect Wealth/Value; Clear Roles, Responsibilities, Outcomes Justice Environmental Impact; Fair vs. Equal; I-Thou Triple Bottom Line; Performance; Recognition; Empathy Prudence Wisdom; Insight, Knowledge; “Know when to hold ’em, when to fold ‘em” Agile, Adaptable; Short-Medium-Long Term; Unlearn-Relearn; Temperance Balance; Moderation Manage Competing Interests; Work-Life “Fit”; Short-Medium-Long Term Hope Forward looking; Possible & Probable; Moral - Right # of “At Bats” & RBIs; Smart “Failing”, Best Practicing, Value of Learning 3 ©2014 Mills-­‐Scofield, LLC
  4. 4. L What Are You Passionate About? ©2014 4 Mills-­‐Scofield, LLC
  5. 5. Φίλος (Philos) Friendship, Respect Teamwork; Collaboration (e.g., Google, USAA) Ερος (Eros) Passion, Desire, Devotion Customer Service/ Experience (e.g., Zappos) Αγαπη (Agape) Compassion, Sacrifice, Humility Solve a real problem for real people ©2014 5 Mills-­‐Scofield, LLC
  6. 6. C What Is Worth The Risk? ©2014 Mills-­‐Scofield, LLC 6
  7. 7. Culturally Defined (Prestige, Tangible, Intangible, Risk of not trying) Mitigation, Resilience, Rescue (Financial, Controllable, Execution) Tools (Collaboration, Lean-Startup, RWW) ©2014 7 Mills-­‐Scofield, LLC
  8. 8. F In What & Who Do You Trust? ©2014 8 Mills-­‐Scofield, LLC
  9. 9. Reputation (Trustworthy, Experience Talent) Imagination (Better future, Empathy) Culture (Behavior, Execution, Stories) ©2014 9 Mills-­‐Scofield, LLC
  10. 10. J What is “Sustainability”? ©2014 Mills-­‐Scofield, LLC 10
  11. 11. Fair vs. Equal (Legal, Moral) “I-Thou” (Thou > I, Means-Ends) CSR (Triple Bottom Line, Outputs - Outcomes) ©2014 11 Mills-­‐Scofield, LLC
  12. 12. P When Do You Hold ‘Em? Fold ‘Em? ©2014 Mills-­‐Scofield, LLC 12
  13. 13. Wisdom (Decision Making, Bright Spots) Insight/Foresight (Practical, Consequences) Knowledge (Iterative, Unlearn-Relearn) ©2014 13 Mills-­‐Scofield, LLC
  14. 14. T What Does Balance Mean? ©2014 14 Mills-­‐Scofield, LLC
  15. 15. ROI (Vetting, Experimentation, Lean Startup) Balance (Work-Life, All-Essentials, Long-Short Term) Habits (Accountability, Confirmational Bias) ©2014 15 Mills-­‐Scofield, LLC
  16. 16. H What is Possible and Probable? ©2014 Mills-­‐Scofield, 16
  17. 17. Realistic/Facts (Smart Risks, Fail Fast, Jobs-To-Be-Done) Tools (Business Modeling, Real-Win-Worth) ©2014 17 Mills-­‐Scofield, LLC
  18. 18. Design “In” the Virtues! L H P J C F T 18 ©2014 Mills-­‐Scofield, LLC
  19. 19. Thank you! dms@mills-scofield.com Designed by Hanna McPhee , Brown ‘14 ©2014 Mills-­‐Scofield, LLC
  20. 20. “Case S tudies” 20 ©2014 Mills-­‐Scofield, LLC CCChampions CCChampions.com Founder: Sidney Kushner, Brown ’13 Sidney@CCChampions.com MED-International Medinternational-us.org Faisal Khurshid, Brown ’16 faisal_khurshid@brown.edu
  21. 21. CCCha mpions 21 ©2014 Mills-­‐Scofield, LLC
  22. 22. CCCha mpions 22 ©2014 Mills-­‐Scofield, LLC
  23. 23. MED International 23 ©2014 Mills-­‐Scofield, LLC
  24. 24. ©2014 24 Mills-­‐Scofield, LLC MED International

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