Cindy Tripp discusses how design thinking is democratizing innovation by allowing anyone to be innovative anywhere and anytime. Innovation is happening across many areas from new business models and products to organizational design. Design thinking aims to transform challenges into human-centered solutions that drive business growth. It requires skills like empathy, framing problems differently, prototyping ideas, and having a collective curiosity. Examples from companies like P&G, Kaiser Permanente, and NUCOR show how these principles can be applied. The presentation encourages audiences to try hands-on design thinking exercises to become more innovative in their own work.

1. The Democratization of Innovation
Anyone, anytime, any place
Nov.17, 2011
Cindy Tripp,
Director, Design Thinking and Brand Building Organization GYM
Procter & Gamble

2. Design Thinking is…
…the democratization of innovation
…happening everyday
…inherently “open source”

3. 3
Innovation is happening everywhere
• Business Models
• Big Ideas
• New Products & Services
• Organizational Design
• Employee Value and Satisfaction

4. 4

5. 5
Design Thinking’s Purpose @ P&G
To transform ambiguous challenges
into possibilities
that reveal human centered solutions* that drive
sustainable business growth in a VUCA world
*ideas, experiences, businesses

6. 5 Critical Skills

8. 9
Framing: Daniel Kish
http://www.youtube.com/watch?v=CRA-asTuP_Y

9. 10
Empathy: Whole Foods
Empathy in their values
• Satisfying and delighting our customers
• Supporting team member happiness and
excellence
• Creating wealth thorough profits and
growth
• Caring about our communities and our
environment
…..And they’ve grown their • Creating ongoing win-win partnerships with
revenues nearly 50% our suppliers
during 2007-2010 from
• Promoting the health of our stakeholders
$6.5B to $9B. through healthy eating education

10. 11
Empathy: Smart Design

11. 12
Empathy & Story: Kaiser Permanente

12. 13
Prototyping: Aiden Dwyer Solar Energy

13. 14
Collective Curiosity: NUCOR

14. Some more examples…from P&G

15. 16
Innovation is happening everywhere
• Business Models
• Big Ideas
• New Products & Services
• Organizational Design
• Employee Value and Satisfaction

16. 17
Olay For You

17. 18
Olay Regenerist Night Elixir…reframing night

18. 19
Ideas that Resonate

19. 20
Pre-requisites for Innovation Success
• Have a Discovery Mindset
• Pay attention with all your senses
• Engage stakeholders without an agenda
• and in context
• Unleash your passion
• and be curious in the passion and experiences of
others
• Be willing to fail
• Don’t have all the answers at the beginning
• fall in love with the problem/opportunity

20. 21
Kathryn Schulz, on being wrong
Kathryn Schultz “On being wrong”
http://www.youtube.com/watch?v=QleRgTBMX88

21. Some Homework…try on the
principles for yourself
For 30 minutes or just 10!

22. 23
Do The Marshmallow Challenge with your team
• 20 minute challenge: Build the Tallest Freestanding Structure: The winning team is the one
that has the tallest structure measured from the table top surface to the top of the marshmallow.
That means the structure cannot be suspended from a higher structure, like a chair, ceiling or
chandelier.
www.marshmallowchallenge.com

23. 24
Watch inspirational videos & have a
dialog…
A few suggestions on videos….
• Kathryn Schultz “On being wrong”
http://www.youtube.com/watch?v=QleRgTBMX88
• Daniel Pink “The surprising science of motivation”
http://www.youtube.com/watch?v=rrkrvAUbU9Y
• VW’s new transparent manufacturing plant in Dresden,
Germany http://www.youtube.com/watch?v=nd5WGLWNllA
• VW’s www.thefuntheory.com
• Embracing “the other”
http://www.youtube.com/watch?v=AsSd2nmoKNA
• Weekly video inspiration at www.ted.com

24. 25
Watch inspirational videos & have a
dialog…
A few suggestions on dialog….
• Do we have innovation examples like these in our organization?
− If so, what fuels them?
− If not, what holds us back?
• How can we experiment and fail as a way of learning?
− What small experiment could we try in the next week that is
outside our knowledge and experience base to really learn,
perhaps through failing.
• Do we really “get” the people we serve? What 1 thing could we
do to increase our empathy and the relevance of what we do?
• How is collective curiosity and diversity encouraged or
discouraged in our organization?

25. 26
Five Ten Minute Experiences to Try
1. Lensing/Framing: Take a current problem statement you
are framing and try to articulate it at differing levels of
abstraction from precise statements to more general
ones. Think about where you might want to tackle this
challenge. Is there an advantage to broadening the
problem statement to allow more discovery or not?
2. Empathy:
• Think about your last customer or stakeholder interaction. Think
beyond what she said to what her body language was saying and
what feelings were being experienced. How does her inner world,
as you imagine it, impact what you might offer her. Have your
team members do the same…share your insights.
• Bring your customer/stakeholder in the room…take 5 minutes to
draw a sketch of him/her and write descriptions on the sketch
relating to her head, heart, hands and voice. In the meeting at key
decisions points, refer to the sketch.

26. 27
Five Ten Minute Experiences to Try
3. Story: Thinking of your customer or stakeholder pause
to look at her life story…if she is the hero in her life
story, what is it that she desperately seeks and what is
blocking her from getting it. Brainstorm how your
product or service could help her advance towards her
goal.
4. Prototyping: When you are “blocked” on an idea you
are developing, stop, physically express your idea with
paper, tape, string, etc. and share it with someone to
get feedback.
5. Collective Curiosity: Ask a colleague you typically
disagree with to grab a coffee with you and bring up a
topic that you simply listen and seek to understand
from their point of view.

27. Q&A

28. The Democratization of Innovation
Anyone, anytime, any place
Nov.17, 2011
Cindy Tripp,
Director, Design Thinking and Brand Building Organization GYM
Procter & Gamble