Agile Imagination
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A presentation for the Heads of Innovation Breakfast sponsored by the Smart Services CRC. This presentation describes the concept of agile imagination as creative ideation plus smart selection. By utilising two cognitive strategies associated with design thinking, analogical reasoning and adductive reasoning,
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Agile Imagination
- 1. agile IMAGINATION Professor Andy Dong Warren Centre Chair for Engineering Innovation and ARC Future Fellow Faculty of Engineering & Information Technologies University of Sydney E: andy.dong@sydney.edu.au
- 3. agile IMAGINATION = creative IDEATION + smart SELECTION
- 4. How do you PERFORM CREATIVITY in climates of disruption?
- 5. Producing a novel standpoint Come up with a new idea framing Uncertainty resolution Will it work
- 7. Seymour Powell works on 'nappy of the future' for Tesco (Design Week, 21/10/2010, Vol. 25, No. 42, p. 4)
- 9. GVO’s Framing: Nappies are children’s clothing Children’s clothing symbolises future success and control “Is your child still in nappies?” Analogy = fashion × nappy Abduction = Children wear nappies as clothes, not as “waste management devices”. Slide Credit: Michael Barry (GVO/Point Forward)
- 10. Results: Created a new product segment Changed communication Huggies leapfrogged Proctor & Gamble $470 million in 1996 Pull-Ups did not cannibalize Kimberly Clark’s large sized nappies Slide Credit: Michael Barry (GVO/Point Forward)
- 12. How do you screen INNOVATION PROJECTS? to avoid Type-I and II mistakes?
- 13. Type I Type II reject a good project accept a bad project
- 14. :: FINDING (RESEARCH) :: Abductive reasoning results in an increased probability of project acceptance. :: IMPLICATION (INDUSTRY) :: Innovation screening committees should produce explanations why and how a product or service could be valuable – i.e., design thinking! What future world best explains the existence of this product or service (then shape that world)? Consider other possible customers, markets, or products flow, and not just the project at hand. :: RECOMMENDATION :: If you want to choose innovative projects, apply an abductive reasoning frame. Use a more conservative voting rule or opposing cognitive strategies to limit Type-II Errors.
- 16. What do these DISRUPTIVE SERVICES have in common?
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- 26. agile IMAGINATION = creative IDEATION + smart SELECTION
Editor's Notes
- This image represents what’s going on in your life. Does it look like static, or is there a lot of clarity about your company’s direction?Things that happen to the core business that disrupts its ability to innovateand to progressHow you stay imaginative and inventive?Image credit: http://pigeonsblue.wordpress.com
- How do you behave creatively in a climate of chaos?
- Many models and definitions of design thinking, but, I prefer the perspective of design thinking as a set of cognitive strategies and tools emphasized in a systematic way of projecting and shaping plausible future circumstances.The two most powerful tools coming from design thinking are the processes of framing and analogical reasoning.Framing is the process of drawing associations and dissociations between the facts of the situation, assumptions, and precedence to produce a schema for their interpretation, which makes it possible to clarify the detailed requirements of the decision and determine the extent to which the proposed solution can satisfy them.Analogizing involves identifying and carrying over knowledge from prior situations to support current decision making activities.
- Make an analogy with a similar situation and then use that analogy to propose a new hypothesis to explain the conditions of possibility for the new situation.
- This is the wrong answer to a new design for an ‘innovative’ nappy. I should remark this work was done by a very prominent UK-based design firm.
- When you think about new business opportunities or new products, how far afield do you look? Are you looking too close by?Don’t look just in your own backyard because you won’t make significant leaps.Have a lot more pieces to play with, bring in other pieces, the possibility of combination expands exponentially.
- Now, let me give you a little test. By far, perhaps the most significant concern of larger, more established service-oriented companies such as yours is disruption. There’s a lot of talk about digital disruption, but I do not agree that it’s the digital part that is disrupting.Image credit: Amadeus North America, Inc.
- Cabcharge provides a service to SilverService to pay for taxis, which is a service for Silver Service. Cabcharge of course is itself being disrupted by systems such as goCatch.Co-creation services are perhaps the most significant disruptors. How do you disrupt the disruptors?
- When we form deep analogies between WikiLeaks, what business concepts emerge? What technologies would we develop to support them?
- Dabbawalla (Indian food delivery)
- How to learn more how to take this and use it?Propose the idea that we could run a more in-depth workshop on service creation wherein we introduce them to more details so that they can go away and practically implement them in their organizations.