CEO, Atlas CEO, Better Practice
CEO, Atlas CEO, Better Practice
Design Thinking for Destinations
THE RESULTS: A new brand and position for the county, a new business identity, the relocation of Boeing to Charleston County, and
an increase in website visits by 150%. In addition this website won the best economic development website in the world in 2011.
6Countries
48States
461Places
Since 2001
• Co-hosting Disrupt-ED November 9-11 (Denver)
• Disseminating new white paper on impact and influence of economic development• offers.atlas-advertising.com/econ-dev-
white-paper-2017
• Releasing new tourism white paper in tandem with the U.S. Travel Association
Join the Movement!
Type in “send me a copy” into your chat box
Poll
Poll Results
CITIES ARE CHANGING WITH OR WITHOUT YOU
What Are the Challenges Cities Face?
1. Workforce availability2. Job creation3. Demographics4. Infrastructure5. Water 6. Energy7. Affordable housing8. Crime9. Visitor spending10.Income Inequality
ISSUES
You start from what people, users, customers, prospects, visitors (...) need, their motivations and the problems they are trying to solve.
How Are Cities Approaching Problems?
Divide and conquer (Over) simplify Force a solution (to satisfy the most powerful players)
50% 5%40%
75% 10% 10% 5%
What Matters Most?
Job Creation Workforce Demographics Visitor Spending
5%
WHY CAN’T WE HAVE IT ALL?
Solving Wicked Problems
Wicked problems are highly resistant to solutions.
How Did We Get Here?
MAKE PEOPLE WANT THINGS MAKE THINGS PEOPLE WANT
MAKE THINGS THAT PEOPLE NEED
Quality of Life
Economic
Environmental
Commercial
Introducing Design Thinking
22
Earliest tools2.5 million years ago
Specialized tools40 thousand years ago
Urban design & architecture in Mesopotamia
10 thousand years ago
Development of cuneiform in Sumer5 thousand years ago
First citation of verb “design”
1548
First citation of noun “design”
1588
Industrial revolution in Great BritainMid 18th century
The Practical Draughtsman’s Bookof Industrial Design
First use of the term “industrial design”
1853
Design Thinking, Design Theory Series
MIT Press 2015
UsefulIterative
What is Design Thinking?
Collaborative AbstractCreative
A User-Centered Approach to
Problem Solving90%is about reframing the problem
“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and
5 minutes thinking about the solution.”~ Albert Einstein
How Design Thinking Feels
“The Process of Design Squiggle” by Damien Newman, Central Office of Design
What is Design Thinking?
Reframe the problem for better outcomes
Applied Examples
Medellin by Design
“GM begins testing autonomous cars in Detroit.”
NICHE&UNREALIZEDPOTENTIAL
UNFOCUSED STANDARDPOTENTIAL
LEADERSHIP
High Touch(Relationships and Knowledge)
Hig
h Te
ch(D
iffer
entia
tion
and
Rele
vanc
e)Design Thinking for Marketing Systems
• Data Visualization
• VR Experiences
• SEM
• Websites
• Social
• Mobile Applications
• Marketing Automation
• Content Marketing
• Trade shows
• Fam Tours• Cocktails and handshakes
• Employer Surveys• Council Meetings
• Sub Committees • Elevated PR
• Digital Marketing BROKEN.
The oldmarketing playbook
is
CIRCULAR QUAY, SYDNEY
Poll
Poll Results
WHAT ROLE WILL YOU PLAY IN THE FUTURE OF YOUR DESTINATION?
FACILITATING DESIGN THINKING
When you find yourself facing a wicked problem…
STOP
1
Take a deep, cleansing breath.
2
Step back.
3
What voices have I not been hearing?
What conversations have not been had?
4
5
Go listen to those voices.
Facilitate those conversations.
6
Become a new observer.
Reframe the problem.
Meta-collaborate.
7
Create new frames together.
8
Explore themes together.
9
Co-create a new possibility together.
10
A Design Thinking Worksheet
IF THE ONLY TOOL THAT YOU HAVE IS A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL
- Abraham Maslow
CITIES ARE CHANGINGWITH OR WITHOUT YOU
IF YOU WEREN’T A HAMMER…
IF YOU WEREN’T A HAMMER…WHAT COULD YOU BE?
Guillermo Mazier, CEO
1860 Blake Street, Suite B101 Denver,
CO 80202 USA
+913 742-1720 (Cell)
+303 292-3300 (Office)
www.atlas-advertising.com
www.blog.atlas-advertising.com
Connect With Us + Questions
[email protected] 913.742.1720
[email protected] 303.941.2659