The document discusses design and its application for entrepreneurs. It defines design as initiating change in man-made things and transforming existing conditions into preferred ones. The document emphasizes that design methods can be useful for solving a variety of business problems. It advocates understanding customers by learning from them directly. The document outlines an approach to design that involves talking to people, analyzing what they say, generating solutions, and building, testing and repeating.

1. DESIGN FOR
ENTREPRENEURS
Roderick McMullen, Designer January 10, 2011
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2. WHO’S IN THE ROOM?
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3. WHAT IS DESIGN?
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4. There are many definitions of
design.
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5. Design is
initiating change
in man-made
things.
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6. Design is the transformation of existing conditions into
preferred ones.
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7. Design is that area of human experience, skill, and
knowledge which is concerned with man’s ability to
mold his environment to suit his material and spiritual
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8. Design is how it works
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9. WHAT MATTERS IS THAT
DESIGN METHODS ARE
USEFUL FOR SOLVING A
WIDE VARIETY OF
BUSINESS PROBLEMS
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18. Driving business impact
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19. How do you know you’re moving in the right direction when
there’s no right answer?
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20. Human behavior is the hardest thing to predict and control.
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21. The right idea:
Understanding consumers
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22. The right idea:
Understanding consumers
THIS YOU CAN ONLY LEARN
FROM YOUR CUSTOMER
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23. The right idea:
Understanding consumers
THIS YOU CAN ONLY LEARN
FROM YOUR CUSTOMER
THIS IS YOUR JOB
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24. Every Touchpoint Matters
Service strategy
Branded Enabling
Experience Design
Digital design
DIGITAL
TOUCHPOINT
Business design
Brand design ENVIRONMENT
TOUCHPOINT
Systems design
Environment STAFF
TOUCHPOINT
design CONSUMER COMPANY
Technology
PRINT
TOUCHPOINT Development
Product design PRODUCT
TOUCHPOINT
Experiential modeling
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25. Understanding the Customer’s Journey
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29. Trial and Error, Glorified (barely)
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30. Approach Overview
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31. OR MORE SIMPLY:
1. TALK TO PEOPLE
2. ANALYZE WHAT THEY SAID
3. GENERATE SOLUTIONS
4. BUILD, TEST, REPEAT
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32. THANK YOU
CONTINUUMINNOVATION.COM
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