business innovation powerpoint

The Problem With Smart People

http://www.bbc.com/capital/story/20140528-the-problem-with-smart-people

Raza Zaman Prof. Klinkowstein


•  Assume they’re smarter than their peers (ego)

•  Everyone has a different thought process, just because they think they’re right, doesn’t mean they’re right.


•  “The smartest guys in the room”, doesn’t equal success, remember Enron?


•  Observe people, in parBcular, within Vanderpoel Hall (Honors College)


Ethnographic Research Pictures


Ethnographic Research Picture


Ethnographic Research ObservaBons

•  SeJngs – Students studying – Classroom environment


Ethnographic Research ObservaBons • Observe students study habits – How long? • Students who felt need to excel over peers studied for longer amount of Bme


Ethnographic Research ObservaBons

•  “Smartest” student oOen involved in arguments with professor •  Seen as a nuisance among peers


Ethnographic Research ObservaBons •  Study Methods – Students either study alone or with others – Memorizing facts from text books – Notes, summarizing chapters


Ethnographic Research ObservaBons •  “Smartest” student tends to portray cocky behavior

•  Disagreements on facts, who is right, who is wrong

•  Displays stubbornness, difficult to see other point of view


Ethnographic Research Findings •  NegaBve connotaBon with the “smartest” student

•  Peers get annoyed •  Cockiness, ego showed upon discussion •  Difficulty recognizing other points of views

Ethnographic Reading Summary TSA Checkpoint EvoluBon

•  IDEO implements Ethnographic research to help TSA



•  Proper steps to conduct Ethnographic Research (Used by IDEO in TSA Case)



•  IDEO improved environment for TSA and passengers, TSA trained in using Ethnographic Research to eliminate threats


Ethnographic Reading Summary Ethnographic Research-‐Who are the users?

• What is Ethnographic Research? (DicBonary DefiniBon)


Ethnographic Reading Summary Ethnographic Research-‐Who are the users? •  OverBme Ethnographic Research has become essenBal in creaBng user friendly design


Ethnographic Reading Summary Ethnographic Research-‐Who are the users?

•  Difference between Market and Ethnographic research


Ethnographic Reading Summary Ethnography Goes Mainstream

•  Designers in various industries have begun to rely off of Ethnographic Research



•  Becoming more common in every type of business, allows for more personal, intricate research



•  PosiBve aspects of Ethnographic Research, how it provokes unconvenBonal thinking which can lead to be^er ideas and design.


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