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MAY 24, 2011!




 Design Thinking for
 Creativity and !
 Business Innovation!

  Idris Mootee
   (PART 1 of 10)




  © Confidential and Proprietary 2010 Idea Couture Inc.
Business!       Design!            Sciences!        Humanity!


Phenomenon of   Industrial      Artificial World!   Natural World!   Human
Study!          Economics!                                          Experience!


Methods!        Planning!       Modeling!          Controlled       Analogy
                Optimization!   Synthesis!         Experiment!      Metaphor!
                Scale!                             Analysis!        Evaluation!

Values!         Value !         Empathy!           Objectivity!     Subjectivity!
                Market Power!   Needs!             The ‘Truth’!     ‘Justice’!
/ “No matter how difficult or unprecedented the
problem, a breakthrough to the best possible
solution can come only from a combination of
rational analysis based on the real nature of
things, and imaginative reintegration of all the
different items into a new pattern……using non-
linear brainpower.”!
                                   - Kenichi Ohmae!
                                    1985
system thinking!
                            design thinking!




                                                                                          business
                                                                                          strategy!
                                    design!




                              Source: 2007 CEO Innovation Playbook – Idris Mootee!

© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking / process / tools /
mindset / buzzword!
/ design thinking is not (or less) about design. It
is about new capabilities to harness collective
imagination and customer empathy to empower
companies to think, act and organize differently.
It involves rethinking about customer value,
strategic futures, sustainable differentiation and
system impact.!

Source: 2007 CEO Innovation Playbooks – Idris Mootee!
/ design thinking is an iterative activity that
 only has broad guidelines but no fixed
 process. What’s more important is that
 critical insights, sensitivity to consumer
 needs and beautiful solutions comes from
 the creative chaos encouraged by creative
 dialogue and tangible visual artifacts. !




© Confidential and Proprietary 2010 Idea Couture Inc.
think                                          think / feel !   feel!




© Confidential and Proprietary 2010 Idea Couture Inc.
play and experiment!

                                                                                     empathize and
                                                                                     humanize!
                                                         design thinking!

         think                                          think / feel !              feel!


                                                               sense and respond!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ this is not design thinking!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking and business
 strategy!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking is a new
 management wonder drug?!
   Organizations were battered by system level
   economic failure, extreme uncertainties, and the
   failure of traditional forms of leadership and
   management. They are gazing hopefully towards
   design thinking as a new wonder drug.!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ ‘design thinking’ is central to the future of
innovation, but what might it imply for the
social and environmental performance of
business?!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ …. as ‘design thinking’ challenges
dominant views of what constitutes proven
knowledge in strategic planning, it also
allows for more complexity and uncertainty in
decision making.!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ business strategy!
                                                        Growth !
                                                        Predictability !
                                                        Change!
                                                        Relevance!
                                                        Competition!
                                                        Standardization!
                                                        Capital!
                                                        Culture!



© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking and business
 strategy!
 Growth (innovation and growth story)!                  Storytelling!
 Predictability (earnings and new products)!            Strategic Foresights!
 Change (strategic agility)!                            Sensing / Sensemaking!
 Relevance (brand and CVP)!                             Value Redefinition!
 Competition (differentiation)!                         Experience Design / Service Design!
 Standardization (integration)!                         Observation Research / Humanization!
 Capital (intensity and efficiency)!                     Business Model Design!
 Culture (innovation and creative capital)!             Prototyping!




© Confidential and Proprietary 2010 Idea Couture Inc.
Market Shifts!
                                                                Your Product Markets!
                                                                         Customer Needs!




                                                 Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved

© Confidential and Proprietary 2010 Idea Couture Inc.
WHAT’S YOUR
       GROWTH STORY?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU PREPARE FOR
CONTINUOUS DISRUPTIONS?!




      Source: 2005 Escape Velocity Knowledge Capital Publishing Idris Mootee !
HOW DO YOU DEVELOP
    MEANINGFUL DIFFERENTIATION?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU MAKE UP FOR
    THE DEHUMANIZATION
    CAUSED BY AUTOMATION?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
AND THE INCREASINGLY
    DIFFICULT-TO-SATISFY
    CUSTOMERS?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW FAST/WELL CAN YOU
    RESPONSE TO CHANGE?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU BUILD AND
     SUSTAIN A CULTURE OF
     INNOVATION?!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU USE DESIGN
THINKING TO POWER UP
YOUR INNOVATION ENGINE?!
HOW DO MOBILIZE TO MAKE
SENSE OF CONFLICTING DATA?!
HOW DO YOU MAKE SENSE OF
  THE FUTURES?!

                                              BLIND
                                              SPOT!
              BLIND                                                                              TOMORROW’S
              SPOT!
                                                                                                 MARKET!

                                                           VALUE
                            BLIND                          RE-DEFINITION!                REALIGNMENT!
                            SPOT!
                                                                          TODAY’S CORE
                                                                          MARKET!

                                                           SOCIAL                           SERVICE
                                                           ENGAGEMENT!                      DESIGN!

                                                                              CUSTOMER
                                                                              INTERFACES!

                                                                    MARKET
                                                                    ADJACENCIES!




CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
HOW DO YOU MIGRATE TO A
NEW S-CURVE?!



                                                           Maturity!



                                                                       Discontinuity!
            Performance!


                                                Takeoff!

                                                           Ferment!




                                                             Time!

 © Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking application in business!

 Marketing and Research!                                Product Development!   Business Strategy!

 Applied Imagination!                                   Rapid                  Value-chain
                                                        Experimentation!       Redesign!


   New Lenses and                                       Promote Customer       Create Tangibility for
   Perspectives!                                        Co-creation!           Business Strategy!


   Embed Empathy!                                       Put Management In      Anticipate
                                                        Customer’s Shoes!      Disruptions!




© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking application in business!


 the creative enterprise!




© Confidential and Proprietary 2010 Idea Couture Inc.
conceptualization!

                                                         applied empathy!               rapid prototyping!

                                                                        applied empathy!



                                                                                                      applied empathy!
                                     impact reduction
                                       during usage!             the creative enterprise!
                                                                              design
                                    optimization!                           applied
                                                                             thinking    e            humanization!
                                                                               core!
                                       impact reduction pre                                        applied empathy!
                                      and post consumption!


                                                        third bottomline!

                                                                     new competitive logic!



                                                                     inspirationalization!


                          Source: 2007 - 2011 CEO Innovation Playbook – Idris Mootee!

© Confidential and Proprietary 2010 Idea Couture Inc.
/ design thinking is the search for a magical
balance between business and art; structure
and chaos; intuition and logic; concept and
execution; playfulness and formality; and
control and empower.!

                  !                   !                 !   !   !   - Idris Mootee!




© Confidential and Proprietary 2010 Idea Couture Inc.
Customer                                               Value Chain
 Unmet
 Needs!                                  +              Reconfigurations!
                                                                             +     Industry
                                                                                   Foresight!

 Discontinuities!                                       Horizontal!              Industry Evolution!


 Market Shift!                                          Vertical!                Transformation!


 Disruptive                                             Customer Co-creations!   Industry
 Innovation !                                                                    Disintegration!

Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved




© Confidential and Proprietary 2010 Idea Couture Inc.
Toolbox!

                                                                   Extreme Users Interview!
         Customer                                                  Observation and Immersion Days!
         Unmet                                                     Shadowing (Shopping Trips etc.)!
         Needs!                                                    Self Documentary (User camera study)!
                                                                   Behavioral Mapping!
         Discontinuities!
                                                                   Twitter Journal!
                                                                   Customer Pathways!
         Market Shift!
                                                                   Customer Journey Mapping!
         Disruptive                                                Storytelling!
         Innovation !                                              Un-focus group!
                                                                   Human Factors!

                                                        Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved!


© Confidential and Proprietary 2010 Idea Couture Inc.
executive office!
                                                        Make sure someone has
                                                        done it and proved that the
                                                        market exists.
    design!                                                                           strategy!
    It looks pretty cool. !
                                                                                      Need to make sure the
                                                                                      market size is big enough so
                                                                                      we can deliver volume.!


                                                            Innovative
                                                           New Product/
   product                                                    Service                 marketing!
   development!
                                                                                      We need to sell it for under
                                                                                      $189.99 and with a good
   As long it lasts for more than
   8 months until the next                                                            packaging and POP to make
                                                                                      it stand out. And the large
   product cycle. !
                                                                                      channel partners like the
                                                                                      idea.!




© Confidential and Proprietary 2010 Idea Couture Inc.
MARKET
              VOICE!




CUSTOMER                TECHNOLOGY
           DESIGN       VOICE!
VOICE!     THINKING!




              SYSTEM
              IMPACT!
Design Thinking for
Creativity and !
Business Innovation!

Idris Mootee
(END OF PART 1 of 8)




© Confidential and Proprietary 2010 Idea Couture Inc.

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Harvard GSD Design Thinking Seminar- Idris Mootee (part 1of10)

  • 1. MAY 24, 2011! Design Thinking for Creativity and ! Business Innovation! Idris Mootee (PART 1 of 10) © Confidential and Proprietary 2010 Idea Couture Inc.
  • 2. Business! Design! Sciences! Humanity! Phenomenon of Industrial Artificial World! Natural World! Human Study! Economics! Experience! Methods! Planning! Modeling! Controlled Analogy Optimization! Synthesis! Experiment! Metaphor! Scale! Analysis! Evaluation! Values! Value ! Empathy! Objectivity! Subjectivity! Market Power! Needs! The ‘Truth’! ‘Justice’!
  • 3. / “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern……using non- linear brainpower.”! - Kenichi Ohmae! 1985
  • 4. system thinking! design thinking! business strategy! design! Source: 2007 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 5. / design thinking / process / tools / mindset / buzzword!
  • 6. / design thinking is not (or less) about design. It is about new capabilities to harness collective imagination and customer empathy to empower companies to think, act and organize differently. It involves rethinking about customer value, strategic futures, sustainable differentiation and system impact.! Source: 2007 CEO Innovation Playbooks – Idris Mootee!
  • 7. / design thinking is an iterative activity that only has broad guidelines but no fixed process. What’s more important is that critical insights, sensitivity to consumer needs and beautiful solutions comes from the creative chaos encouraged by creative dialogue and tangible visual artifacts. ! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 8. think think / feel ! feel! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 9. play and experiment! empathize and humanize! design thinking! think think / feel ! feel! sense and respond! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 10. / this is not design thinking! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 11. / design thinking and business strategy! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 12. / design thinking is a new management wonder drug?! Organizations were battered by system level economic failure, extreme uncertainties, and the failure of traditional forms of leadership and management. They are gazing hopefully towards design thinking as a new wonder drug.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 13. / ‘design thinking’ is central to the future of innovation, but what might it imply for the social and environmental performance of business?! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 14. / …. as ‘design thinking’ challenges dominant views of what constitutes proven knowledge in strategic planning, it also allows for more complexity and uncertainty in decision making.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 15. / business strategy! Growth ! Predictability ! Change! Relevance! Competition! Standardization! Capital! Culture! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 16. / design thinking and business strategy! Growth (innovation and growth story)! Storytelling! Predictability (earnings and new products)! Strategic Foresights! Change (strategic agility)! Sensing / Sensemaking! Relevance (brand and CVP)! Value Redefinition! Competition (differentiation)! Experience Design / Service Design! Standardization (integration)! Observation Research / Humanization! Capital (intensity and efficiency)! Business Model Design! Culture (innovation and creative capital)! Prototyping! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 17. Market Shifts! Your Product Markets! Customer Needs! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
  • 18. WHAT’S YOUR GROWTH STORY?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 19. HOW DO YOU PREPARE FOR CONTINUOUS DISRUPTIONS?! Source: 2005 Escape Velocity Knowledge Capital Publishing Idris Mootee !
  • 20. HOW DO YOU DEVELOP MEANINGFUL DIFFERENTIATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 21. HOW DO YOU MAKE UP FOR THE DEHUMANIZATION CAUSED BY AUTOMATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 22. AND THE INCREASINGLY DIFFICULT-TO-SATISFY CUSTOMERS?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 23. HOW FAST/WELL CAN YOU RESPONSE TO CHANGE?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 24. HOW DO YOU BUILD AND SUSTAIN A CULTURE OF INNOVATION?! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
  • 25. HOW DO YOU USE DESIGN THINKING TO POWER UP YOUR INNOVATION ENGINE?!
  • 26. HOW DO MOBILIZE TO MAKE SENSE OF CONFLICTING DATA?!
  • 27. HOW DO YOU MAKE SENSE OF THE FUTURES?! BLIND SPOT! BLIND TOMORROW’S SPOT! MARKET! VALUE BLIND RE-DEFINITION! REALIGNMENT! SPOT! TODAY’S CORE MARKET! SOCIAL SERVICE ENGAGEMENT! DESIGN! CUSTOMER INTERFACES! MARKET ADJACENCIES! CONFIDENTIAL AND PROPIETARY 2011 Idea Couture Inc. Idea Couture LLC Idea Couture Ltd.!
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  • 33. HOW DO YOU MIGRATE TO A NEW S-CURVE?! Maturity! Discontinuity! Performance! Takeoff! Ferment! Time! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 34. / design thinking application in business! Marketing and Research! Product Development! Business Strategy! Applied Imagination! Rapid Value-chain Experimentation! Redesign! New Lenses and Promote Customer Create Tangibility for Perspectives! Co-creation! Business Strategy! Embed Empathy! Put Management In Anticipate Customer’s Shoes! Disruptions! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 35. / design thinking application in business! the creative enterprise! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 36. conceptualization! applied empathy! rapid prototyping! applied empathy! applied empathy! impact reduction during usage! the creative enterprise! design optimization! applied thinking e humanization! core! impact reduction pre applied empathy! and post consumption! third bottomline! new competitive logic! inspirationalization! Source: 2007 - 2011 CEO Innovation Playbook – Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 37. / design thinking is the search for a magical balance between business and art; structure and chaos; intuition and logic; concept and execution; playfulness and formality; and control and empower.! ! ! ! ! ! - Idris Mootee! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 38. Customer Value Chain Unmet Needs! + Reconfigurations! + Industry Foresight! Discontinuities! Horizontal! Industry Evolution! Market Shift! Vertical! Transformation! Disruptive Customer Co-creations! Industry Innovation ! Disintegration! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved © Confidential and Proprietary 2010 Idea Couture Inc.
  • 39. Toolbox! Extreme Users Interview! Customer Observation and Immersion Days! Unmet Shadowing (Shopping Trips etc.)! Needs! Self Documentary (User camera study)! Behavioral Mapping! Discontinuities! Twitter Journal! Customer Pathways! Market Shift! Customer Journey Mapping! Disruptive Storytelling! Innovation ! Un-focus group! Human Factors! Source: CEO Innovation Playbook 2005 Idris Mootee © All Rights Reserved! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 40. executive office! Make sure someone has done it and proved that the market exists. design! strategy! It looks pretty cool. ! Need to make sure the market size is big enough so we can deliver volume.! Innovative New Product/ product Service marketing! development! We need to sell it for under $189.99 and with a good As long it lasts for more than 8 months until the next packaging and POP to make it stand out. And the large product cycle. ! channel partners like the idea.! © Confidential and Proprietary 2010 Idea Couture Inc.
  • 41. MARKET VOICE! CUSTOMER TECHNOLOGY DESIGN VOICE! VOICE! THINKING! SYSTEM IMPACT!
  • 42. Design Thinking for Creativity and ! Business Innovation! Idris Mootee (END OF PART 1 of 8) © Confidential and Proprietary 2010 Idea Couture Inc.