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LEGO® SERIOUS PLAY®
How to think innovatively WITH the customer [in mind]
Patrizia Bertini
Wipro Digital
European Director...
Hands on!
Hands know more than you know!
Hands & Brain connection
Hands & brain evolved simultaneously
The evolution of the connection
Customers are the experts in their own experience
When was the last time you
have spoken with
your customers?
Most innovation fail
because it is so hard to
get inside the heads of
potential customers, to
know whether they will
reall...
The "Aha" moment of
insight, when we connect
the dots of different
things to come up with
something new, are often
done al...
Interaction?
The man in the middle approach
New customer experiences grow out of new interactions.
Brave enough to play?
Any volunteers…
Johan Ross & Bart Victor @ImagiLab
Robert Rasmussen
LEGO Head of LSP Trainer
IMD Geneva, Mid 90s
It all started 20 years a...
Constructionism shares
constructivism’s connotation of
learning as ‘building
knowledge structures’ […]. It
then adds the i...
The properties of mind are not purely
mental: They are shaped in crucial
ways by the body and brain and how
the body can f...
Your claims are indefensible.
He attacked every weak point in my argument.
I demolished his argument.
I've never won an ar...
The mind is inherently
embodied.
Thought is mostly
unconscious.
Abstract concepts are
largely
metaphorical.
G. Lakoff
Meta...
In playing, we create imaginative new cognitive combinations. And in creating
those novel combinations, we find what works...
Play triggers competition and
cooperation, tenacity and joy. When
people are playing, they take risks
they would not ordin...
And there are plenty more…!
Why these companies use LSP?
Does this seem familiar?
Lean backward meetings
Change attitude by changing posture
Lean forward meetings
80%
1%2%1%
1%
3%
2%
0%
2%1%
3%
1%
2%1%
Pareto 80/20
Meetings as we know them…
Most creativity emerges
when different points of
view are held in
reciprocal tension, so
that they play off one
another, e...
Turn your challenge into a solution! Time: 3 minutes from
Now!
Challenge #4
!
LSP is about stories, narratives
Sometime reality is too complex.
Stories give it form. J. L. Godard
Bricks are a common language to
create new ideas
Identify patterns & make sense
Descriptive imagination
Combine & transform the existing
Creative imagination
Deconstruct reality & sarcasm
Challenging imagination
Strategic imagination
How brave are you?
Time: it’s up to you!
The final challenge!
(Talk is cheap, silence is fatal)
We have real power and we know it.
If you don’t quite see the light, some
other outfit w...
We've got some ideas for you too: some
new tools we need, some better service.
Stuff we'd be willing to pay for.
Got a min...
Conversations….?
Aaaaa! Conversations!
The meaning of value and the
process of value creation are
shifting from a product- and firm-
centric view to personalised...
People are more complicated
than a list of needs […]
None needs an iPhone.
Mining for knowledge […]
involves an understand...
LSP: From I to Team
The idea of co-creation is to
unleash the creative energy of
many people, such that it
transforms both their
individual ex...
Participative design, or Co-creation is…
…A social, collaborative, and creative
process to generate
innovation and value,
...
The idea of co-creation
isn’t about the creation of
things,
it’s about interpretation
and meaning making.
N. Coates
Meanin...
More conversations with your Customers
More participation
More stories
More ideas
More insights
More fun
Better engagement...
And it works for people. And Brands.
When I lived in my country, I was not
aware that I am a white man and that
this could...
Also via eMail:
Patrizia.Bertini@Wipro.com
Or Twitter @Legoviews
Questions?
Wait! What did they guys come up with?
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Lego Serious Play: How to think innovatively WITH the Customer

Customer experience is gaining a huge attention by the business: organisations are getting aware that the next real competitive advantage is in the experiences they offer to their customers. But not all organisations are getting this right, and while increasing their investments in marketing technologies, they still underestimate the power of engaging customers and talking with them. It's a huge paradigm shift that requires organisations to face the customers and ask for their help in understanding what is missing or what are the next opportunities to be explored to create memorable experiences.
[Presented at CX Day, 6th October 2015, Windsor, UK]

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Lego Serious Play: How to think innovatively WITH the Customer

  1. 1. LEGO® SERIOUS PLAY® How to think innovatively WITH the customer [in mind] Patrizia Bertini Wipro Digital European Director of Research & Insights eMail: patrizia.bertini@wipro.com Twitter: @Legoviews
  2. 2. Hands on!
  3. 3. Hands know more than you know! Hands & Brain connection
  4. 4. Hands & brain evolved simultaneously The evolution of the connection
  5. 5. Customers are the experts in their own experience
  6. 6. When was the last time you have spoken with your customers?
  7. 7. Most innovation fail because it is so hard to get inside the heads of potential customers, to know whether they will really take up what seems a promising product. C. Leadbeater …To understand what is in the head of the customers! Innovation fails if we fail…
  8. 8. The "Aha" moment of insight, when we connect the dots of different things to come up with something new, are often done alone… These insights come after intense social interaction and observation. B. Nussbaum Innovation comes from interaction
  9. 9. Interaction? The man in the middle approach
  10. 10. New customer experiences grow out of new interactions.
  11. 11. Brave enough to play? Any volunteers…
  12. 12. Johan Ross & Bart Victor @ImagiLab Robert Rasmussen LEGO Head of LSP Trainer IMD Geneva, Mid 90s It all started 20 years ago…
  13. 13. Constructionism shares constructivism’s connotation of learning as ‘building knowledge structures’ […]. It then adds the idea that this happens especially felicitously in a context where the learner is engaged in constructing a public entity. S. Papert Concrete thinking Constructionism
  14. 14. The properties of mind are not purely mental: They are shaped in crucial ways by the body and brain and how the body can function in everyday life… Our body is intimately tied to what we walk on, sit on, touch, taste, smell, see, breathe, and move within. Our corporeality is part of the corporeality of the world. G. Lakoff The mind-body paradigm shift Embodied cognition
  15. 15. Your claims are indefensible. He attacked every weak point in my argument. I demolished his argument. I've never won an argument with him. He shot down all of my arguments. Can you recognise these? Perceptions explained by experience It's been a long, bumpy road. Look how far we have come. We are at a crossroads. I do not think this relationship is going anywhere. We are stuck. We have gotten off the track. We'll just have to go our separate ways. Arguments are wars Love is a Journey
  16. 16. The mind is inherently embodied. Thought is mostly unconscious. Abstract concepts are largely metaphorical. G. Lakoff Metaphors Saying things by analogy
  17. 17. In playing, we create imaginative new cognitive combinations. And in creating those novel combinations, we find what works. S. Brown Hint: it’s not work! What’s the opposite of playing?
  18. 18. Play triggers competition and cooperation, tenacity and joy. When people are playing, they take risks they would not ordinarily take. They experience failure not as a crushing blow but as an idea that did not work. Play transforms problems into challenges, serious into fun, one right answer into many possible outcomes. B. Nussbaum Reasons to play
  19. 19. And there are plenty more…! Why these companies use LSP?
  20. 20. Does this seem familiar? Lean backward meetings
  21. 21. Change attitude by changing posture Lean forward meetings
  22. 22. 80% 1%2%1% 1% 3% 2% 0% 2%1% 3% 1% 2%1% Pareto 80/20 Meetings as we know them…
  23. 23. Most creativity emerges when different points of view are held in reciprocal tension, so that they play off one another, evolving into a new idea. C. Leaderbear From Pareto to Participation
  24. 24. Turn your challenge into a solution! Time: 3 minutes from Now! Challenge #4
  25. 25. ! LSP is about stories, narratives Sometime reality is too complex. Stories give it form. J. L. Godard
  26. 26. Bricks are a common language to create new ideas
  27. 27. Identify patterns & make sense Descriptive imagination
  28. 28. Combine & transform the existing Creative imagination
  29. 29. Deconstruct reality & sarcasm Challenging imagination
  30. 30. Strategic imagination
  31. 31. How brave are you? Time: it’s up to you! The final challenge!
  32. 32. (Talk is cheap, silence is fatal) We have real power and we know it. If you don’t quite see the light, some other outfit will come along that’s more attentive, more interesting, more fun to play with. Markets are conversations
  33. 33. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute? You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe. It all has started in 1999…
  34. 34. Conversations….?
  35. 35. Aaaaa! Conversations!
  36. 36. The meaning of value and the process of value creation are shifting from a product- and firm- centric view to personalised consumer experiences. […]. The interaction between the firm and the consumer is becoming the focus of value creation. Prahalad & Ramaswamy 2004 Values are created. Collaboratively.
  37. 37. People are more complicated than a list of needs […] None needs an iPhone. Mining for knowledge […] involves an understanding of what people find meaningful. B. Nussbaum It’s the end of needs as we know them!
  38. 38. LSP: From I to Team
  39. 39. The idea of co-creation is to unleash the creative energy of many people, such that it transforms both their individual experience and the economics of the organization that enabled it. Francis Why co-creation?
  40. 40. Participative design, or Co-creation is… …A social, collaborative, and creative process to generate innovation and value, through the dialogue and participation of all actors to construct new win/win opportunities and experiences
  41. 41. The idea of co-creation isn’t about the creation of things, it’s about interpretation and meaning making. N. Coates Meaning making
  42. 42. More conversations with your Customers More participation More stories More ideas More insights More fun Better engagement with your Customers Better decisions Better experiences Better understanding Better communication LSP & Co-creation for CX
  43. 43. And it works for people. And Brands. When I lived in my country, I was not aware that I am a white man and that this could have any significance for my life. Only once I was in Africa was I immediately informed of this by the sight of its black inhabitants. Thanks to them, I discovered I my own skin colour, which II never would have thought about. R. Kapuscinski We exist as defined beings only in relation to the Others
  44. 44. Also via eMail: Patrizia.Bertini@Wipro.com Or Twitter @Legoviews Questions?
  45. 45. Wait! What did they guys come up with?
  • EmmanuelLanon

    Aug. 26, 2018
  • anibalviegas

    Jul. 3, 2018
  • JodiHartmanPMP

    May. 23, 2018
  • JohnSilkey

    Mar. 7, 2018
  • TamaraMonterrey

    Sep. 28, 2017
  • AndyChong2

    Jul. 2, 2017
  • caossio

    May. 18, 2017
  • margueritemcleod

    Oct. 20, 2015

Customer experience is gaining a huge attention by the business: organisations are getting aware that the next real competitive advantage is in the experiences they offer to their customers. But not all organisations are getting this right, and while increasing their investments in marketing technologies, they still underestimate the power of engaging customers and talking with them. It's a huge paradigm shift that requires organisations to face the customers and ask for their help in understanding what is missing or what are the next opportunities to be explored to create memorable experiences. [Presented at CX Day, 6th October 2015, Windsor, UK]

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