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Prof. Dr. Jurgen Faust
President macromedia university
Business Design
TAISI Conference India, 2016
Titel der Vorlesung
Management
Arts, Design and Digital Arts
Management
Business/Management
Management
Media and
Business
Select schools across subject groups
Management
Generalist
Source: Management
Management
Fashion
Leading European post-secondary education
Galileo Global Education has about 40 000 students
In Germany, France, Italy, Mexico with campus in
more then 40 cities
Macromedia University has 2500 students
in the cities:
Berlin, Hamburg, Cologne, Stuttgart,
Freiburg and Munich
Taisi Conference 2016
Titel der Vorlesung 3
Creativity – Design - Thinking
Titel der Vorlesung 4
Creativity
Titel der Vorlesung 5Taisi Conference 2016
Titel der Vorlesung 6Taisi Conference 2016
Titel der Vorlesung 7Taisi Conference 2016
Titel der Vorlesung 8Taisi Conference 2016
Titel der Vorlesung 9Taisi Conference 2016
Titel der Vorlesung 10
Titel der Vorlesung 11
difference:
you are thinking, or the world is thinking you
Titel der Vorlesung
Two issues:
Design and Business
Taisi Conference 2016
Titel der Vorlesung
What is
Design?
Taisi Conference 2016
Titel der Vorlesung
collect statements
14Taisi Conference 2016
Titel der Vorlesung
According to Foucault (1972: 100)
“..the statement is a “special mode of existence” which
enables “groups of signs to exist, and enables rules or
forms to become manifest”
15Taisi Conference 2016
Titel der Vorlesung
Discourse:
... a discourse is a corpus of ‚statements‘ whose organization is
regular and systematic.
And knowing
… the rules of production of statements
... the identification of rules that delimit the say-able (never rules of
closure)
.... the identification of rules that create the spaces in which new
statements can be made
... the identification of rules that ensure that a practice is material and
discursive at the same time
(Kendall, Gavin, and Gary Wickham. Using Foucault's methods. Sage, 1998.)
16Taisi Conference 2016
Titel der Vorlesung
What is Design?
Prof. Dr. Jurgen Faust, PhD, Design Thinking for Public Good
realization of a concept or idea into a configuration,
drawing, model, mould, pattern, plan or
specification
Taisi Conference 2016
Titel der Vorlesung
In some cases, the direct construction of an object (as
in pottery, engineering, management, coding, and
graphic design) is also considered to be design.

https://en.wikipedia.org/wiki/Design
18Taisi Conference 2016
Titel der Vorlesung
Thus design may be a substantive referring to a
categorical abstraction of a created thing or things
https://en.wikipedia.org/wiki/Design
19Taisi Conference 2016
Titel der Vorlesung 20
to plan and fashion artistically or skillfully
to intend for a definite purpose
to form or conceive in the mind
Taisi Conference 2016
Titel der Vorlesung 21
Design is not just what it
looks like and feels like.
Design is how it works.
Taisi Conference 2016
Titel der Vorlesung 22
to make drawings, preliminary sketches, or plans.
Taisi Conference 2016
Titel der Vorlesung
Discursive designing:
Collect statements,
define the rules to order them
and put them in order...
23Taisi Conference 2016
Titel der Vorlesung
Design:
24
archaic function task object action How it
works
Concept or
idea
Most useful
X
Least
damaging X
Most
comprehens
ive
X
Taisi Conference 2016
Titel der Vorlesung
‚Everyone designs who devises courses
of action aimed at changing existing
situations into preferred ones.‘
25
One of the most comprehensive statements:
Taisi Conference 2016
Titel der Vorlesung
discursive acting
=
designing
26Taisi Conference 2016
Titel der Vorlesung 27Taisi Conference 2016
Titel der Vorlesung
Designing the concept of design!
28
Titel der Vorlesung
Discursive acting is not only
based on text, it is texture...
29Taisi Conference 2016
Titel der Vorlesung
Discursive action:
‘In analyzing a painting, one can reconstitute the latent
discourse of the painter; one can try to recapture the murmur
of his intentions, which are not transcribed into words, but into
lines, surfaces, and colors; one can try to uncover the implicit
philosophy that is supposed to form his view of the world.
(Foucault, 1972)
30
Titel der Vorlesung
Discursive action:
31Taisi Conference 2016
Titel der Vorlesung 32
Discursive
action!
Taisi Conference 2016
Titel der Vorlesung 33
Designing:
Understand ideate (select) prototype (select) produce
Taisi Conference 2016
Titel der Vorlesung 34
Designing:
Understand ideate (select) prototype (select) produce
Titel der Vorlesung 35
Designing:
what happens if the artefacts are non-physical?
Understand ideate (select) prototype (select) produce
a representational system
Taisi Conference 2016
Titel der Vorlesung 36
The Semiotics triangle doesn‘t change if we design
physical artefacts or conceptual artefacts
(Thought)
Apple
/ˈæ.pəәl/
सेब
Titel der Vorlesung 37
The Semiotics triangle doesn‘t change if we design
physical artefacts or conceptual artefacts
(Thought)
Apple
/ˈæ.pəәl/
सेब
(service)
(organization)
Titel der Vorlesung 38
Designing and Design Thinking is the same!!!!!
Understand ideate (select) prototype (select) produce
a representational system
Services
Organization
Business
Taisi Conference 2016
Titel der Vorlesung
...design is turning documents
into monuments
(Rajchman 1988)
39Taisi Conference 2016
Titel der Vorlesung
Designing organisations:
Taisi Conference 2016
Titel der Vorlesung 41
EMPATHIZE
UNDERSTAND
DEFINE
IDEATE
PROTOTYPE
TEST
Taisi Conference 2016
Discursive acting/designing process:
Titel der Vorlesung 42Taisi Conference 2016
Titel der Vorlesung 43Taisi Conference 2016
Titel der Vorlesung
What is
business?
44
Titel der Vorlesung
Discursive designing:
Collect statements,
define the rules to order them
and put them in order...
45Taisi Conference 2016
Titel der Vorlesung
Business:
-  A business, also known as an enterprise, or a
firm, is an organizational entity involved in
the provision of goods and services to
consumers.
-  Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New Jersey 07458:
Pearson Prentice Hall. p. 29.
-  ... a commercial enterprise or establishment that
trades in goods or services…
-  (Wikipedia)
46Taisi Conference 2016
Titel der Vorlesung
Business (ethymological)
-  Old English bisignes (Northumbrian) care,
anxiety, occupation, from bisig careful,
anxious, busy, occupied, diligent (see busy
(adj.)) + -ness. Middle English sense of state of
being much occupied or engaged (mid-14c.)
is obsolete, replaced by busyness.
(Dictionary.com)
47Taisi Conference 2016
Titel der Vorlesung
Business (ethymological)
-  Sense of a person's work, occupation is first
recorded late 14c. (in late Old English bisig (adj.)
appears as a noun with the sense occupation,
state of employment). Meaning what one is
about at the moment is from 1590s. Sense of
trade, commercial engagements is first attested
1727. In 17c. it also could mean sexual
intercourse. Modern two-syllable pronunciation
is 17c.
(Dictionary.com)
48Taisi Conference 2016
Titel der Vorlesung
Business (ethymological)
-  Business card first attested 1840; business letter
from 1766. Business end the practical or
effective part (of something) is American
English, by 1874. Phrase business as usual
attested from 1865. To mean business be
intent on serious action is from 1856. To mind
(one's) own business is from 1620s. Johnson's
dictionary also has busiless At leisure; without
business; unemployed.“
(Dictionary.com)
49Taisi Conference 2016
Titel der Vorlesung
archaic : purposeful activity : busyness
an immediate task or objective
mission what is your business here
50Taisi Conference 2016
Business
Titel der Vorlesung
personal concern none of your business
serious activity requiring time and effort got
down to business
A bowel movement —used especially of animals
pets
51Taisi Conference 2016
Business
Titel der Vorlesung
A business is a basic human
purposeful activity, often
engaged in as a means of
livelihood
52Taisi Conference 2016
Titel der Vorlesung
Discursive action:
Design is turning documents
into monuments,
as discursive actions turns
textual matter into theory
53Taisi Conference 2016
Titel der Vorlesung
In the fourth order design arena
you need to create models (systems)
54Taisi Conference 2016
Titel der Vorlesung
Business can only be determined by models!
55
Business can only by designed by models!
Taisi Conference 2016
Titel der Vorlesung
Business models:
“A business (model) really is a system where one element
influences the other; it only makes sense as a whole.
Capturing that big picture without visualizing it is difficult. In
fact, by visually depicting a business model, one turns its tacit
assumptions into explicit information.
This makes the model tangible and allows for clearer
discussions and changes. Visual techniques give “life” to a
business model and facilitate co-creation.”
― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers
Taisi Conference 2016
Titel der Vorlesung
Business models:
They are about identifying customers and competitors, their values
and behavior. They are about technology and its dynamics, about a
company’s strengths and weaknesses. (Drucker1994)
“A business model consists of four interlocking elements (customer
value, proposition, profit formula, key processes) that taken
together create and deliver value” (Johnson 2010).
Taisi Conference 2016
Titel der Vorlesung
Business models taxonomy:
Taisi Conference 2016
Titel der Vorlesung
Business models:
Taisi Conference 2016
Titel der Vorlesung
Business models:
Taisi Conference 2016
Titel der Vorlesung
Designing Business(models):
All designing is modeling, creating models
Models are inventions what is and what will be out there (world)
Models never describe the entire thing and are defined by their
limitations
Designing business models start with the definition of purpose
We can design whatever we think belongs to the business
Nothing is given, everything can be designed, because business is
an artifact, it is artificial
61Taisi Conference 2016
Titel der Vorlesung
What can be designed in such a ‚business‘ model:
62Taisi Conference 2016
Titel der Vorlesung
but we will never see and design the whole…
it is a wicked problem
63Taisi Conference 2016
Titel der Vorlesung 64
discourse documents monuments
Designing Business can be done ... as well in teams
decisions
Taisi Conference 2016
Titel der Vorlesung
Sources:
(M. Foucault (1969). L'Archéologie du savoir. Paris: Éditions Gallimard).
(Foucault 1983, p.186).
(Gravelle and Rees)
(Nigel Cross (2008), p.100).
― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers,
and Challengers
(Rajchman 1988)
Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New
Jersey 07458: Pearson Prentice Hall. p. 29.
(Miriam Webster online)
65Taisi Conference 2016
Titel der Vorlesung

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Designing business 2016

  • 1. Prof. Dr. Jurgen Faust President macromedia university Business Design TAISI Conference India, 2016
  • 2. Titel der Vorlesung Management Arts, Design and Digital Arts Management Business/Management Management Media and Business Select schools across subject groups Management Generalist Source: Management Management Fashion Leading European post-secondary education Galileo Global Education has about 40 000 students In Germany, France, Italy, Mexico with campus in more then 40 cities Macromedia University has 2500 students in the cities: Berlin, Hamburg, Cologne, Stuttgart, Freiburg and Munich Taisi Conference 2016
  • 3. Titel der Vorlesung 3 Creativity – Design - Thinking
  • 4. Titel der Vorlesung 4 Creativity
  • 5. Titel der Vorlesung 5Taisi Conference 2016
  • 6. Titel der Vorlesung 6Taisi Conference 2016
  • 7. Titel der Vorlesung 7Taisi Conference 2016
  • 8. Titel der Vorlesung 8Taisi Conference 2016
  • 9. Titel der Vorlesung 9Taisi Conference 2016
  • 11. Titel der Vorlesung 11 difference: you are thinking, or the world is thinking you
  • 12. Titel der Vorlesung Two issues: Design and Business Taisi Conference 2016
  • 13. Titel der Vorlesung What is Design? Taisi Conference 2016
  • 14. Titel der Vorlesung collect statements 14Taisi Conference 2016
  • 15. Titel der Vorlesung According to Foucault (1972: 100) “..the statement is a “special mode of existence” which enables “groups of signs to exist, and enables rules or forms to become manifest” 15Taisi Conference 2016
  • 16. Titel der Vorlesung Discourse: ... a discourse is a corpus of ‚statements‘ whose organization is regular and systematic. And knowing … the rules of production of statements ... the identification of rules that delimit the say-able (never rules of closure) .... the identification of rules that create the spaces in which new statements can be made ... the identification of rules that ensure that a practice is material and discursive at the same time (Kendall, Gavin, and Gary Wickham. Using Foucault's methods. Sage, 1998.) 16Taisi Conference 2016
  • 17. Titel der Vorlesung What is Design? Prof. Dr. Jurgen Faust, PhD, Design Thinking for Public Good realization of a concept or idea into a configuration, drawing, model, mould, pattern, plan or specification Taisi Conference 2016
  • 18. Titel der Vorlesung In some cases, the direct construction of an object (as in pottery, engineering, management, coding, and graphic design) is also considered to be design. https://en.wikipedia.org/wiki/Design 18Taisi Conference 2016
  • 19. Titel der Vorlesung Thus design may be a substantive referring to a categorical abstraction of a created thing or things https://en.wikipedia.org/wiki/Design 19Taisi Conference 2016
  • 20. Titel der Vorlesung 20 to plan and fashion artistically or skillfully to intend for a definite purpose to form or conceive in the mind Taisi Conference 2016
  • 21. Titel der Vorlesung 21 Design is not just what it looks like and feels like. Design is how it works. Taisi Conference 2016
  • 22. Titel der Vorlesung 22 to make drawings, preliminary sketches, or plans. Taisi Conference 2016
  • 23. Titel der Vorlesung Discursive designing: Collect statements, define the rules to order them and put them in order... 23Taisi Conference 2016
  • 24. Titel der Vorlesung Design: 24 archaic function task object action How it works Concept or idea Most useful X Least damaging X Most comprehens ive X Taisi Conference 2016
  • 25. Titel der Vorlesung ‚Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.‘ 25 One of the most comprehensive statements: Taisi Conference 2016
  • 26. Titel der Vorlesung discursive acting = designing 26Taisi Conference 2016
  • 27. Titel der Vorlesung 27Taisi Conference 2016
  • 28. Titel der Vorlesung Designing the concept of design! 28
  • 29. Titel der Vorlesung Discursive acting is not only based on text, it is texture... 29Taisi Conference 2016
  • 30. Titel der Vorlesung Discursive action: ‘In analyzing a painting, one can reconstitute the latent discourse of the painter; one can try to recapture the murmur of his intentions, which are not transcribed into words, but into lines, surfaces, and colors; one can try to uncover the implicit philosophy that is supposed to form his view of the world. (Foucault, 1972) 30
  • 31. Titel der Vorlesung Discursive action: 31Taisi Conference 2016
  • 32. Titel der Vorlesung 32 Discursive action! Taisi Conference 2016
  • 33. Titel der Vorlesung 33 Designing: Understand ideate (select) prototype (select) produce Taisi Conference 2016
  • 34. Titel der Vorlesung 34 Designing: Understand ideate (select) prototype (select) produce
  • 35. Titel der Vorlesung 35 Designing: what happens if the artefacts are non-physical? Understand ideate (select) prototype (select) produce a representational system Taisi Conference 2016
  • 36. Titel der Vorlesung 36 The Semiotics triangle doesn‘t change if we design physical artefacts or conceptual artefacts (Thought) Apple /ˈæ.pəәl/ सेब
  • 37. Titel der Vorlesung 37 The Semiotics triangle doesn‘t change if we design physical artefacts or conceptual artefacts (Thought) Apple /ˈæ.pəәl/ सेब (service) (organization)
  • 38. Titel der Vorlesung 38 Designing and Design Thinking is the same!!!!! Understand ideate (select) prototype (select) produce a representational system Services Organization Business Taisi Conference 2016
  • 39. Titel der Vorlesung ...design is turning documents into monuments (Rajchman 1988) 39Taisi Conference 2016
  • 40. Titel der Vorlesung Designing organisations: Taisi Conference 2016
  • 41. Titel der Vorlesung 41 EMPATHIZE UNDERSTAND DEFINE IDEATE PROTOTYPE TEST Taisi Conference 2016 Discursive acting/designing process:
  • 42. Titel der Vorlesung 42Taisi Conference 2016
  • 43. Titel der Vorlesung 43Taisi Conference 2016
  • 44. Titel der Vorlesung What is business? 44
  • 45. Titel der Vorlesung Discursive designing: Collect statements, define the rules to order them and put them in order... 45Taisi Conference 2016
  • 46. Titel der Vorlesung Business: -  A business, also known as an enterprise, or a firm, is an organizational entity involved in the provision of goods and services to consumers. -  Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New Jersey 07458: Pearson Prentice Hall. p. 29. -  ... a commercial enterprise or establishment that trades in goods or services… -  (Wikipedia) 46Taisi Conference 2016
  • 47. Titel der Vorlesung Business (ethymological) -  Old English bisignes (Northumbrian) care, anxiety, occupation, from bisig careful, anxious, busy, occupied, diligent (see busy (adj.)) + -ness. Middle English sense of state of being much occupied or engaged (mid-14c.) is obsolete, replaced by busyness. (Dictionary.com) 47Taisi Conference 2016
  • 48. Titel der Vorlesung Business (ethymological) -  Sense of a person's work, occupation is first recorded late 14c. (in late Old English bisig (adj.) appears as a noun with the sense occupation, state of employment). Meaning what one is about at the moment is from 1590s. Sense of trade, commercial engagements is first attested 1727. In 17c. it also could mean sexual intercourse. Modern two-syllable pronunciation is 17c. (Dictionary.com) 48Taisi Conference 2016
  • 49. Titel der Vorlesung Business (ethymological) -  Business card first attested 1840; business letter from 1766. Business end the practical or effective part (of something) is American English, by 1874. Phrase business as usual attested from 1865. To mean business be intent on serious action is from 1856. To mind (one's) own business is from 1620s. Johnson's dictionary also has busiless At leisure; without business; unemployed.“ (Dictionary.com) 49Taisi Conference 2016
  • 50. Titel der Vorlesung archaic : purposeful activity : busyness an immediate task or objective mission what is your business here 50Taisi Conference 2016 Business
  • 51. Titel der Vorlesung personal concern none of your business serious activity requiring time and effort got down to business A bowel movement —used especially of animals pets 51Taisi Conference 2016 Business
  • 52. Titel der Vorlesung A business is a basic human purposeful activity, often engaged in as a means of livelihood 52Taisi Conference 2016
  • 53. Titel der Vorlesung Discursive action: Design is turning documents into monuments, as discursive actions turns textual matter into theory 53Taisi Conference 2016
  • 54. Titel der Vorlesung In the fourth order design arena you need to create models (systems) 54Taisi Conference 2016
  • 55. Titel der Vorlesung Business can only be determined by models! 55 Business can only by designed by models! Taisi Conference 2016
  • 56. Titel der Vorlesung Business models: “A business (model) really is a system where one element influences the other; it only makes sense as a whole. Capturing that big picture without visualizing it is difficult. In fact, by visually depicting a business model, one turns its tacit assumptions into explicit information. This makes the model tangible and allows for clearer discussions and changes. Visual techniques give “life” to a business model and facilitate co-creation.” ― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers Taisi Conference 2016
  • 57. Titel der Vorlesung Business models: They are about identifying customers and competitors, their values and behavior. They are about technology and its dynamics, about a company’s strengths and weaknesses. (Drucker1994) “A business model consists of four interlocking elements (customer value, proposition, profit formula, key processes) that taken together create and deliver value” (Johnson 2010). Taisi Conference 2016
  • 58. Titel der Vorlesung Business models taxonomy: Taisi Conference 2016
  • 59. Titel der Vorlesung Business models: Taisi Conference 2016
  • 60. Titel der Vorlesung Business models: Taisi Conference 2016
  • 61. Titel der Vorlesung Designing Business(models): All designing is modeling, creating models Models are inventions what is and what will be out there (world) Models never describe the entire thing and are defined by their limitations Designing business models start with the definition of purpose We can design whatever we think belongs to the business Nothing is given, everything can be designed, because business is an artifact, it is artificial 61Taisi Conference 2016
  • 62. Titel der Vorlesung What can be designed in such a ‚business‘ model: 62Taisi Conference 2016
  • 63. Titel der Vorlesung but we will never see and design the whole… it is a wicked problem 63Taisi Conference 2016
  • 64. Titel der Vorlesung 64 discourse documents monuments Designing Business can be done ... as well in teams decisions Taisi Conference 2016
  • 65. Titel der Vorlesung Sources: (M. Foucault (1969). L'Archéologie du savoir. Paris: Éditions Gallimard). (Foucault 1983, p.186). (Gravelle and Rees) (Nigel Cross (2008), p.100). ― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (Rajchman 1988) Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New Jersey 07458: Pearson Prentice Hall. p. 29. (Miriam Webster online) 65Taisi Conference 2016