Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship

ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship
David Sherwin @changeorder #KCDW2014
Photo 7910608...

ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship

@changeorder #KCDW2014
WHAT YOU
ALREADY KNOW
& Wish I Wouldn’t
Remind You About

I WORK AT
FROG, A GLOBAL
PRODUCT
STRATEGY
& DESIGN FIRM

I’ve worked on product strategy and design
for dozens of companies and startups:

There’s nothing
conﬁdential
about what
design means
to business

228
“Over the last 10 years, design-led companies
have maintained signiﬁcant stock market advantage,
outperforming the S&P...

—Laurie Segall, CNN Money, cnnmon.ie/1fAZTPj
designers
“In the Silicon Valley hierarchy, coders have always
ruled the roos...

How might we
bring design into
entrepreneurship
to improve
our chances of
business su...

Entrepreneurship
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business per...

Entrepreneurship?
Design in
undertaking risk
improving b...

undertaking risk
improving business performance
Entrepre...

undertaking risk
David Sh...

RISK
time
people
resources
money
space
/David Sherwin @changeorder #KCDW2014

REWARD
usage
beneﬁt
revenue
growth
satisfaction

RISK
time
people
resources
money
space
/
EWARD

/%
EVERY
SINGLE
CHOICE

/%
EVERY
SINGLE
CHOICE
YOU BET

DESIGN
makes you
think about
the “who”

SO WHAT
is the eﬀect

eﬀect you want?
IMPACTa.k.a.

IMPACT
IS B***S***
(IF YOU DON’T
DEFINE IT)

WHAT IS THE NET CHANGE
YOU WANT TO SEE FOR PEOPLE?
TEAM
USERS
CONNECTIONS
CONNECTIONS
OF CONNECTIONS
ME

ME
WHO IS PART OF THE ECOSYSTEM
TO MAKE THAT CHANGE HAPPEN?
TEAM
PARTNERS
PARTNERS OF PARTNERS
“COOPETITION”

then,
show me…

KNOW WHAT
YOU DO &
(DON’T) WANT
TO HAPPEN

negative
impact
how might
it happen
how can I
mitigate it?

undertaking risk
@changeo...

VALUE

VALYOU

YOU
don’t think
have
solutionthe

INVESTIGATE
HOW PEOPLE
LIVE THEIR
LIVES

LOOK FOR
THE “DUH”
PROBLEMS

THE “DUH”
PROBLEMS
ARE SYSTEMIC

SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE SYSTEMIC

SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE VALUABLE

IDENTIFY THE
TOUCHPOINTS
WHERE “DUH”
PROBLEMS LIVE

START WHERE
THE JOURNEY
SUCKS FOR
EVERYONE

ALWAYS
BE MAKING
David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014

ALWAYS
BE MAKING
TO TEST YOUR
HYPOTHESES

EXHAUST
EACH LEVEL
OF FIDELITY

design
right?
right
design?
Code
Motion
Studies
Click-Thru
Video
Wizard
of Oz
Paper
MAKING TO TEST HYPOTHESES
Adapted from...

TEAR YOUR
SOLUTIONS
OUT OF
PEOPLE’S
HANDS

“LIVE YOUR
LIFE AS AN
EXPERIMENT”
—Chögyam Trungpa Rinpoche

EVERYTHING
IS A PROTOTYPE
(INCLUDING
YOUR BUSINESS)

Photo 4114488878 by gfairchild on ﬂickr.com / cc attribution 2.0 generic license
SHIFT GEARS
BASED ON
WHAT YOU
LEARN
David...

EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT

deﬁning your impact potential
looking for “duh” problems
making desirable solutions at
greater and greater ﬁdelity
working...

HERE’S
SOME TOOLS
TO HELP YOU

make
something real
imagine
new ideas
seek
new understanding
build
your team
clarify your
GOAL
plan
for action

CHANGE
SHOULD BE FUN

Get in touch!
email david.sherwin@frogdesign.com
twitter @changeorder
website davidsherwin.com
snag this, will ya?
SBDBook...

Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurship