The document discusses reasons why ideas and products fail and provides suggestions for improving the design process. It states that ideas and products often fail because their value is not communicated to users, and marketing, business models, and usability are sometimes poor. To address this, it recommends designing with user values in mind, getting user feedback early in the process, brainstorming many ideas, and focusing on communicating the value of designs to potential users. The overall message is that understanding people and their needs should be a central part of the design process in order to create successful ideas and products.

2. IDEA CREATION

3. WE NEED MORE OPTIONSWHY WE FAIL?

4. TECHNOLOGY FAILED

5. BUSINESS MODEL DID NOT WORK

6. MARKETING WAS BAD

7. PEOPLE DID NOT USE IT

8. PEOPLE DID NOT PAY FOR IT

9. PEOPLE DID NOT NOTICE IT

10. PEOPLE

11. BUT WHY?

12. PEOPLE DID NOT SEE THE VALUE

13. VALUE?

14. DESIGN FOR VALUE

20. PLANNED OBSOLESCENCE

23. PRODUCTS AS OBJECTS

24. PRODUCTS AS EVENTS

26. WE NEED NEW OPTIONS

27. Design is just a way of thinking
which can be used for creating new options

32. there is not such a
thing as
design rule!

33. EVERYBODY IS CREATIVE

44. THE BRIDGE?

51. IT IS FOR HUMANS

53. BUILD EMPATHY WITH PEOPLE

56. IT CAB NE MORE ABOUT PEOPLE THAN TECHNOLOGY/BUSINESS

57. IT IS MORE THAN ASKING WHAT PEOPLE WANT

59. INFORMED AND INSPIRED BY PEOPLE

62. VALUES

64. WHO TO MEET?

67. TALK TO EXPERTS

68. REAL CONTEXT

69. GET TACTILE

70. PUT DESIGN IN THE HANDS OF PEOPLE

72. GET BEYOND THE SURFACE

74. VALUES

81. COME UP WITH MANY MANY IDEAS

83. BRAINSTORMING

84. DEFER JUDGMENT

85. ENCOURAGE WILD IDEAS

86. BUILD ON THE IDEAS OF OTHERS

87. IT IS ABOUT THE QUANTITY

88. CLUSTERING

90. FOCUSED CHAOS

91. HOW TO MAKE DECISION?

93. VOTE

96. IT IS OK TO BE CONFUSED

101. BUILD TO LEARN

107. VALUES

108. COMMINUCATE THE VALUE

109. IF PEOPLE LIKE IT THEN IT IS A GOOD DESIGN.

110. www.amidm.com