Design Thinking: A Better Path to Innovation InnoFuture, Melbourne, Australia 2008 nathan.com/thoughts/InnoFuture.pdf
InnoFuture Presentation 2008
Jan 27, 2015
This is the presentation I gave at the 2008 InnoFuture conference in Melbourne.
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Design Thinking: A Better Path to Innovation
InnoFuture, Melbourne, Australia2008
nathan.com/thoughts/InnoFuture.pdf
Why innovate?
Why innovate?
Why innovate?Paths to Growth:• Increase operational efficiencies• Sell-off assets• Mergers and acquisitions• Initial Public Offerings•“Rebranding”• Innovation
Why innovate?Paths to Organic, Lasting Growth:• Increase operational efficiencies• Sell-off assets• Mergers and acquisitions• Initial Public Offerings•“Rebranding”• Innovation
What is innovation?
What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations
What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations
What is innovation?Forms of innovation:• Better offerings and experiences• Better processes• Better organizations• A better world
Why can’t most organizations innovated effectively?
What’s the right context for innovation?
What’s the right context for innovation?
Marketing = inhaleSales, PR, Advertising, etc. = exhale
What’s the right context for innovation?
Qualitative + Quantitative
What’s the right culture for innovation?
What’s the right culture for innovation?
Structured Innovators (18%):• Formal process• Led from the middle • Low collaboration• Analytic evaluations• Iterative• Risks minimized
Creative Innovators (26%):• “Big Ideas” inspire• Led from the top • Often haphazard process • Focus on creativity• Risk-taking is accepted
Dynamic Innovators (39%):• Strategy guides process • Led from top• Cross functional teams • Collaborative • Creative environment• Rational inspiration• Risk-taking is accepted
Ad Hoc Innovators (10%):• Accidental innovation• Innovation not valued• Creativity not valued• Haphazard process
Innovation Outsourcers (8%):• Relies on consultants• Acquires innovation• Focus on marketing/PRCheskin, 2005
Why aren’t organizations creative enough?
Why aren’t organizations courageous enough?
Why should innovation be sustainable?
Why should innovation be sustainable?
Why should innovation be meaningful?
Function (Performance):Does this do what I need?
Price (Value):Does this do what I need at a
price that’s worth it?
Emotions (Lifestyle):Does this make me
feel good?
Status/Identity (Values):Is this me?
Meaning (Reality):Does this fit into my reality?
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
Meaning:
Experiences:
BreadthProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
IntensityReflexHabitEngagement
DurationInitiation
ImmersionConclusion
ContinuationTriggersSenses:SightSoundSmellTasteTouchCognitive:ConceptsSymbols
InteractionPassiveActiveInteractive
SignificanceMeaningStatus/IdentityEmotion/LifestylePriceFunction
What’s the “right” processfor innovation?
What’s the “right” processfor innovation?
design-led innovation:user-centered research, prototyping,
critique, iteration, embracing constraints
What’s the “right” processfor innovation?
What’s the “right” processfor innovation?
What’s the “right” processfor innovation?
What’s the “right” processfor innovation?
Competitors’ Meaning Priorities
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
What’s meaningful innovation?
The Focus!
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