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Multi-Level Games + Multi-Faceted Design Challenges
The document discusses the use of multi-level design games to address challenges in developing complex systems. It provides three reasons for using such games: 1) They make complexity and ambiguity fun instead of frustrating, 2) They create a shared language for cross-functional teams, and 3) They help enforce design scope by changing rules between levels. The document suggests multi-level games can help design super-systems that include business, ecosystem, organization, and brand models.
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Multi-Level Games + Multi-Faceted Design Challenges
- 1. Multi-LEVEL GAMES + Multi-FACETEDDesign CHALLENGES Framing Presentation for #Innochat, 7 April 2011 Julian Keith Loren
- 2. Multi-level GAMES +Multi-faceted Design CHALLENGES NOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 2
- 3. Multi-level GAMES +Multi-faceted Design CHALLENGES NOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY! Unique VALUE Proposition 4/7/2011 Julian Keith Loren, Innovation Management Institute. 3
- 4. Multi-level GAMES +Multi-faceted Design CHALLENGES NOT SO LONG AGO, OR FAR AWAY … OUR NEW PRODUCT IS READY! ARMOR OF PATENT Protection 4/7/2011 Julian Keith Loren, Innovation Management Institute. 4
- 5. Multi-level GAMES +Multi-faceted Design CHALLENGES AND FOR MANY SUBSEQUENT YEARS … LOOK AT ALL OF THE MONEY OUR PRODUCT IS Bringing US! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 5
- 6. Multi-level GAMES +Multi-faceted Design CHALLENGES WHEN YOU NEEDED TO COME UP With A NEW PRODUCT, YOU SUMMONED MR. PRODUCT-Design-Thinker. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 6
- 7. Multi-level GAMES +Multi-faceted Design CHALLENGES WHEN YOU NEEDED TO COME UP With A NEW PRODUCT, YOU SUMMONED MR. PRODUCT-Design-Thinker. NO RULES IN Brainstorming Sessions! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 7
- 8. Multi-level GAMES +Multi-faceted Design CHALLENGES WHEN YOU NEEDED TO COME UP With A NEW PRODUCT, YOU SUMMONED MR. PRODUCT-Design-Thinker. RESERVE JUDGMENT + PROTOTYPE Quickly! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 8
- 9. Multi-level GAMES +Multi-faceted Design CHALLENGES BUT THE WORLD HAS CHANGED … NEW PRODUCT With unique VALUE Proposition AND Spiffy PATENT ARMOR … 4/7/2011 Julian Keith Loren, Innovation Management Institute. 9
- 10. Multi-level GAMES +Multi-faceted Design CHALLENGES … ENCOUNTERS THREE GIANTS Contract manufacturing Moore’s law globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 10
- 11. Multi-level GAMES +Multi-faceted Design CHALLENGES IF THERE’S ANY MONEY TO BE MADE, THE THREE GIANTS Will SPEW OUT Substitute or superior PRODUCTS Within MONTHS OH, CRUMBS! Contract manufacturing Moore’s law Globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 11
- 12. Multi-level GAMES +Multi-faceted Design CHALLENGES IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART Shield. Contract manufacturing MOORE’S LAW globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 12
- 13. Multi-level GAMES +Multi-faceted Design CHALLENGES IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 13
- 14. Multi-level GAMES +Multi-faceted Design CHALLENGES IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 14
- 15. Multi-level GAMES +Multi-faceted Design CHALLENGES IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization GREAT IF IT INCLUDES WOULD-BE competitors 4/7/2011 Julian Keith Loren, Innovation Management Institute. 15
- 16. Multi-level GAMES +Multi-faceted Design CHALLENGES IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield. Contract manufacturing MOORE’S LAW globalization 4/7/2011 Julian Keith Loren, Innovation Management Institute. 16
- 17. Multi-level GAMES +Multi-faceted Design CHALLENGES THESE 4 ELEMENTS ARE Difficult TO COPY, The “SUPER-SYSTEM” 4/7/2011 Julian Keith Loren, Innovation Management Institute. 17
- 18. Multi-level GAMES +Multi-faceted Design CHALLENGES THESE 4 ELEMENTS ARE Difficult TO COPY, BUT THEY’RE ALSO DIffIcult TO DesIgn. The “SUPER-SYSTEM” 4/7/2011 Julian Keith Loren, Innovation Management Institute. 18
- 19. Multi-level GAMES +Multi-faceted Design CHALLENGES SO YOU CALL MS. Systems-design-thinker. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 19
- 20. Multi-level GAMES +Multi-faceted Design CHALLENGES SO YOU CALL MS. SYSTEMS-Design-thinker. WE NEED escalating critique. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 20
- 21. Multi-level GAMES +Multi-faceted Design CHALLENGES SO YOU CALL MS. SYSTEMS-DESIGN-THINKER. LET’S UNCOVER ALL OF THE ConstraInts. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 21
- 22. Multi-level GAMES +Multi-faceted Design CHALLENGES SO YOU CALL MS. SYSTEMS-DESIGN-THINKER. Prototyping gives us little subsystem insights (but doing too much of it too early can mislead us). WE NEED to cautiously move towards Multiple, coordinated pilot PROGRAMS. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 22
- 23. Multi-level GAMES +Multi-faceted Design CHALLENGES HOW Will MS. SYSTEMS-Design-thinker LEAD A diverse TEAM THROUGH This Design PROCESS? ? 4/7/2011 Julian Keith Loren, Innovation Management Institute. 23
- 24. Multi-level GAMES +Multi-faceted Design CHALLENGES HOW Will MS. SYSTEMS-Design-thinker LEAD A diverse TEAM THROUGH This Design PROCESS? I’m GoIng to CREATE Multi-LEVEL Design GAMEs. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 24
- 25. Multi-level GAMES +Multi-faceted Design CHALLENGES multi-level GAMES? WHY? 4/7/2011 Julian Keith Loren, Innovation Management Institute. 25
- 26. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? HERE’S REASON #1 4/7/2011 Julian Keith Loren, Innovation Management Institute. 26
- 27. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 27
- 28. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH! VS. Inside of game Complexity + Ambiguity = FUN! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 28
- 29. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? HERE’S REASON #1 Outside of game Complexity + Ambiguity = UGH! VS. Inside of game #Innochat question 1: Complexity When does a challenging design game + Ambiguity stop being fun? how do we maintain engagement + drive great co-design? = FUN! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 29
- 30. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… 4/7/2011 Julian Keith Loren, Innovation Management Institute. 30
- 31. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps 4/7/2011 Julian Keith Loren, Innovation Management Institute. 31
- 32. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps VS. inside of game I can create A shared “language” + toolset 4/7/2011 Julian Keith Loren, Innovation Management Institute. 32
- 33. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #2 I need a cross-functIonal desIgn team… Outside of game there are big communication gaps VS. inside of game #Innochat question 2: I can create What opportunities + challenges do A shared “language” you see for creating + introducing + toolset discipline-bridging terms + tools? 4/7/2011 Julian Keith Loren, Innovation Management Institute. 33
- 34. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design 4/7/2011 Julian Keith Loren, Innovation Management Institute. 34
- 35. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” 4/7/2011 Julian Keith Loren, Innovation Management Institute. 35
- 36. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” ONE desIgn “LENS” or process often bleeds into another leading to flawed design. 4/7/2011 Julian Keith Loren, Innovation Management Institute. 36
- 37. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. inside of game Everyone expects Rules to change Level to level 4/7/2011 Julian Keith Loren, Innovation Management Institute. 37
- 38. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. And they inside of game expect to be Everyone expects penalized if Rules to change they don’t Level to level comply! 4/7/2011 Julian Keith Loren, Innovation Management Institute. 38
- 39. Multi-level GAMES +Multi-faceted Design CHALLENGES Multi-LEVEL GAMES? WHY? REASON #3 We have to move through many levels of design Outside of game It’s hard to Enforce “DesIgn Scope” VS. inside of game #Innochat question 3: Which discreet design exercises need to Everyone expects be isolated during super-system Rules to change (Biz Model + Ecosystem + Org Model + Image Model) Level to level design? Which ones are good to combine? 4/7/2011 Julian Keith Loren, Innovation Management Institute. 39
- 40. Multi-level GAMES +Multi-faceted Design CHALLENGES Thank YOU! Looking forward to The conversation! For great weekly innovation conversations see http://innochat.com Contact Details: Public Multi-Level Design Games: Julian Keith Loren http://www.innomgmt.com/events.html @jkloren jkl@innomgmt.com For Private Multi-Level Design Games: jkl@innoh.com 4/7/2011 Julian Keith Loren, Innovation Management Institute. 40