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Multi-LEVEL GAMES +Multi-FACETED Design CHALLENGES Framing Presentation for #Innochat, 7 April 2011 Julian Keith Loren

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Multi-level GAMES + Multi-faceted Design CHALLENGESNOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY!4/6/2011 Julian Keith Loren, Innovation Management Institute. 2

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Multi-level GAMES + Multi-faceted Design CHALLENGESNOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY! Unique VALUE Proposition4/6/2011 Julian Keith Loren, Innovation Management Institute. 3

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Multi-level GAMES + Multi-faceted Design CHALLENGESNOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY! ARMOR OF PATENT Protection4/6/2011 Julian Keith Loren, Innovation Management Institute. 4

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Multi-level GAMES + Multi-faceted Design CHALLENGESAND FOR MANY SUBSEQUENT YEARS … LOOK AT ALL OF THE MONEY OUR PRODUCT IS Bringing US!4/6/2011 Julian Keith Loren, Innovation Management Institute. 5

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Multi-level GAMES + Multi-faceted Design CHALLENGESWHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.4/6/2011 Julian Keith Loren, Innovation Management Institute. 6

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Multi-level GAMES + Multi-faceted Design CHALLENGESWHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker. NO RULES IN Brainstorming Sessions!4/6/2011 Julian Keith Loren, Innovation Management Institute. 7

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Multi-level GAMES + Multi-faceted Design CHALLENGESWHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker. RESERVE JUDGMENT + PROTOTYPE Quickly!4/6/2011 Julian Keith Loren, Innovation Management Institute. 8

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Multi-level GAMES + Multi-faceted Design CHALLENGESBUT THE WORLD HAS CHANGED … NEW PRODUCT With unique VALUE Proposition AND Spiffy PATENT ARMOR …4/6/2011 Julian Keith Loren, Innovation Management Institute. 9

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Multi-level GAMES + Multi-faceted Design CHALLENGES… ENCOUNTERS THREE GIANTS Contract manufacturing Moore’s law globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 10

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Multi-level GAMES + Multi-faceted Design CHALLENGESIF THERE’S ANY MONEY TO BE MADE,THE THREE GIANTS Will SPEW OUTSubstitute PRODUCTS Within MONTHS OH, CRUMBS! Contract manufacturing Moore’s law Globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 11

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Multi-level GAMES + Multi-faceted Design CHALLENGESIN ORDER TO THWART THE 3 GIANTS,YOU NEED A 4-PART Shield. Contract manufacturing MOORE’S LAW globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 12

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Multi-level GAMES + Multi-faceted Design CHALLENGESIN ORDER TO THWART THE 3 GIANTS,YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 13

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Multi-level GAMES + Multi-faceted Design CHALLENGESIN ORDER TO THWART THE 3 GIANTS,YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 14

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Multi-level GAMES + Multi-faceted Design CHALLENGESIN ORDER TO THWART THE 3 GIANTS,YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization GREAT IF IT INCLUDES WOULD-BE competitors4/6/2011 Julian Keith Loren, Innovation Management Institute. 15

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Multi-level GAMES + Multi-faceted Design CHALLENGESIN ORDER TO THWART THE 3 GIANTS,YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization4/6/2011 Julian Keith Loren, Innovation Management Institute. 16

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Multi-level GAMES + Multi-faceted Design CHALLENGES THESE 4 ELEMENTS ARE Difficult TO COPY, The “SUPER-SYSTEM”4/6/2011 Julian Keith Loren, Innovation Management Institute. 17

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Multi-level GAMES + Multi-faceted Design CHALLENGES THESE 4 ELEMENTS ARE Difficult TO COPY, BUT THEY’RE ALSO Difficult TO Design. The “SUPER-SYSTEM”4/6/2011 Julian Keith Loren, Innovation Management Institute. 18

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Multi-level GAMES + Multi-faceted Design CHALLENGESSO YOU CALL MS. Systems-design-thinker.4/6/2011 Julian Keith Loren, Innovation Management Institute. 19

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Multi-level GAMES + Multi-faceted Design CHALLENGESSO YOU CALL MS. SYSTEMS-Design-thinker. WE NEED escalating critique.4/6/2011 Julian Keith Loren, Innovation Management Institute. 20

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Multi-level GAMES + Multi-faceted Design CHALLENGESSO YOU CALL MS. SYSTEMS-DESIGN-THINKER. LET’S UNCOVER ALL OF THE Constraints.4/6/2011 Julian Keith Loren, Innovation Management Institute. 21

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Multi-level GAMES + Multi-faceted Design CHALLENGESSO YOU CALL MS. SYSTEMS-DESIGN-THINKER. Prototyping gives us little subsystem insights (but doing too much of it too early can mislead us). WE NEED to cautiously move towards Multiple, coordinated pilot PROGRAMS.4/6/2011 Julian Keith Loren, Innovation Management Institute. 22

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Multi-level GAMES + Multi-faceted Design CHALLENGESHOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS? ?4/6/2011 Julian Keith Loren, Innovation Management Institute. 23

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Multi-level GAMES + Multi-faceted Design CHALLENGESHOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS? I’m GoIng to CREATE Multi-LEVEL Design GAMEs.4/6/2011 Julian Keith Loren, Innovation Management Institute. 24

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Multi-level GAMES + Multi-faceted Design CHALLENGESmulti-level GAMES? WHY?4/6/2011 Julian Keith Loren, Innovation Management Institute. 25

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH!4/6/2011 Julian Keith Loren, Innovation Management Institute. 26

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH! VS. Inside of game Complexity + Ambiguity = FUN!4/6/2011 Julian Keith Loren, Innovation Management Institute. 27

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH! VS. Inside of game #Innochat question 1: Complexity When does a challenging design game + Ambiguity stop being fun? how do we maintain engagement + drive great co-design? = FUN!4/6/2011 Julian Keith Loren, Innovation Management Institute. 28

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps4/6/2011 Julian Keith Loren, Innovation Management Institute. 29

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps VS. inside of game I can create A shared “language” + toolset4/6/2011 Julian Keith Loren, Innovation Management Institute. 30

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps VS. inside of game #Innochat question 2: I can create What opportunities + challenges do A shared “language” you see for creating + introducing + toolset discipline-bridging terms + tools?4/6/2011 Julian Keith Loren, Innovation Management Institute. 31

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope”4/6/2011 Julian Keith Loren, Innovation Management Institute. 32

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” ONE desIgn “LENS” or process often bleeds into another leading to flawed design.4/6/2011 Julian Keith Loren, Innovation Management Institute. 33

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. inside of game Everyone expects Rules to change Level to level4/6/2011 Julian Keith Loren, Innovation Management Institute. 34

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. And they inside of game expect to be Everyone expects penalized if Rules to change they don’t Level to level comply!4/6/2011 Julian Keith Loren, Innovation Management Institute. 35

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Multi-level GAMES + Multi-faceted Design CHALLENGESMulti-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. inside of game #Innochat question 3: Which discreet design exercises need to Everyone expects be isolated during super-system Rules to change (Biz Model + Ecosystem + Org Model + Image Model) Level to level design? Which ones are good to combine?4/6/2011 Julian Keith Loren, Innovation Management Institute. 36

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Multi-level GAMES + Multi-faceted Design CHALLENGES Thank YOU! Looking forward to The conversation! For great weekly innovation conversations see http://innochat.com Contact Details: Public Multi-Level Design Games: Julian Keith Loren http://www.innomgmt.com/events.html @jkloren jkl@innomgmt.com For Private Multi-Level Design Games: jkl@innoh.com4/6/2011 Julian Keith Loren, Innovation Management Institute. 37