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Design thinking

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Strategic insights for creative agencies based on the principles of Design Thinking from Tim Brown of IDEO and Roberto Verganti, Professor of Management Innovation, at Politecnico of Milano

Design thinking

  1. 1. DESIGN thinking: The New Paradigm for Agencies<br />strategic insights from <br /> Tim Brown and Roberto Verganti<br />Heather White-Laird<br />08.05.2010<br />
  2. 2. This practice of the borderline is difficult and risky, and asks for awareness and commitment from each one of us, in each of our roles. <br />Our mission is to stay as close as possible to the borderline, although we know it is not clearly drawn and that there is a risk of going beyond it.<br />Alberto Alessi, CEO Alessi Design<br />
  3. 3. table of contents<br />principles of design thinking<br />what is it, really?<br />qualities of a creative mind<br />rules of engagement<br />
  4. 4. principles <br />of <br />design <br />thinking<br />
  5. 5. innovation<br />inspiration<br />ideation<br />implementation<br />
  6. 6. innovation<br />
  7. 7. invention with success<br />
  8. 8. inspiration<br />
  9. 9. problem<br />or<br />opportunity<br />that<br />needs <br />solving<br />
  10. 10. ideation<br />
  11. 11. process of generatingideas<br />
  12. 12. process of testingideas<br />
  13. 13. process of developingideas<br />
  14. 14. implementation<br />
  15. 15. path from project tomarket<br />
  16. 16. what<br />is<br />It, <br />really?<br />
  17. 17. it brings constraints<br />
  18. 18. into harmonious balance<br />
  19. 19. <ul><li>feasible: must be possible in foreseeable future
  20. 20. viable: must be part of a sustainable business model
  21. 21. desirable: must be appealing to and for your audience</li></li></ul><li>it’s not just about differentiation<br />
  22. 22. it’s about perverting the norm.<br />
  23. 23. it’s about screwing<br />with the way people think<br />
  24. 24. it’s about destroying sacred traditions<br />
  25. 25. it’s inherently experimental<br />
  26. 26. it’s inherently flexible<br />
  27. 27. it identifies unknown or latent<br />needs and desires<br />
  28. 28. complexityis a great beginning<br />
  29. 29. simplicityis the best solution<br />
  30. 30. they will have no choice but to pay attention<br />
  31. 31. qualities<br />of a<br />creative<br />mind<br />
  32. 32. be courageous<br />
  33. 33. take risks<br />
  34. 34. get <br />wet<br />
  35. 35. play<br />
  36. 36. cultivate empathy<br />
  37. 37. be idea obsessed<br />
  38. 38. rules<br />of <br />engagement<br />
  39. 39. optimism built on trust<br />
  40. 40. explorethe fringe<br />
  41. 41. conventional<br />market research<br />
  42. 42. may only lead to incremental<br />change<br />
  43. 43. if every<br />one agrees, you’re probably all <br />wrong<br />
  44. 44. solvebuyers’problems not sellers’<br />
  45. 45. us vs. them<br />
  46. 46. no!<br />
  47. 47. us with them<br />
  48. 48. yes!<br />
  49. 49. we’re in this together<br />
  50. 50. thanks to the internet<br />we need to <br />extend our understanding <br />to social interactions <br />within groups and amonggroups themselves<br />
  51. 51. rewardachievements<br />
  52. 52. andfailures<br />
  53. 53. things are carefully planned, so when things go wrong, you know why<br />things are genuinely uncertain, the outcome cannot be known ahead of time<br />they are modest, so catastrophe does not result<br />they are quickly managed, so corrections can be made<br />criteria for intelligent failure<br />
  54. 54. the rewards are golden<br />the <br />
  55. 55. generates products with long lives<br />can define new rules around your core competency<br />makesitdifficult for competitors<br />halo effect enhances value of your other products and services<br />builds brand equity<br />it’s simple<br />
  56. 56. remember<br />
  57. 57. innovation, inspiration, ideation, implementation<br />feasible, viable, desirable<br />reward achievements and failures<br />explore the fringe<br />it’s about us with them<br />it’s ok to fail—within limits<br />new rules<br />
  58. 58. courageous<br />optimistic<br />playful<br />egoless<br />empathetic<br />agile<br />be<br />
  59. 59. more info<br />Change By Design, Tim Brown<br />Design Driven Innovation, Roberto Verganti<br />The Design of Business, Roger Martin<br />TED talks by Tim Brown, Don Norman, Daniel Pink<br />Twitter: @timkastelle, @jorgebarba, @psfk<br />
  60. 60. Credits<br />14: Phillipp Klinger<br />17: Bill in STL<br />24: LittleGazelle<br />28: HawlendRion<br />42: yakczar<br />50: oblaise<br />55: alrescate3<br />59: Bill A<br />
  61. 61. thank you<br />

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