First, Let’s Kill All the Designers

MICHAEL DILA@michaeldila

Taking innovation from black box to toolbox

WARNING!

OUR PROBLEM

HOW DOES IT SCALE?

A little less conversation, a little more action, please

CONVERSATION IS A TECHNOLOGY

CONVERSATION = SOCIAL THINKING

SOCIAL THINKING

What brought you here?

SOCIAL BUSINESS INNOVATION

What do you want to know?

SOCIAL + BUSINESS = INNOVATION

THE 3 ELEMENTS

INNOVATION

BUSINESS

$ + $ + $ = $

SOCIAL

What do we want from social?

1. CHANGE2. MEANING3. EMPOWERMENT

DANGER!

Is Design Thinking a Conversation?

Too many talking with nothing to say...

SUPERIORITY

3 POISONS

1. MASSIVE CHANGE2. DESIGN THINKING3. LADDER OF MATTERING

MASSIVE CHANGE IT’S NOT ABOUT THE WORLD OF DESIGN. IT’S ABOUT THE DESIGN OF THE WORLD.

DESIGN THINKING HUMAN CENTEREDMINDFUL OF PROCESSPROTOTYPE DRIVEN

LADDER OF MATTERING SHAREHOLDERSCUSTOMERSSOCIETYHUMANITY

A PARADIGM SHIFT

1. CRISIS2. LOSS OF EXPLANATORY POWER3. STUFF STOPS WORKING

3 CONTRIBUTIONS TO THE CONVERSATION

1. INNOVATION HAS PATTERNS2. SHIFT FROM RHETORIC TO TOOLMAKING3. FROM COMPETITION TO INNOVATION

THE UNDERLYING BASIS OF ALL INNOVATION IS A COLLECTION OF PATTERNS

CREATING A NEW LANGUAGE IS ONLY THE BEGINNING. PEOPLE NEED TOOLS THAT HELP THEM WORK TOGETHER TO BUILD WHAT COMES NEXT.

WE NEED TO MOVE AWAY FROM RIVALRY, TOWARDS PROGRESS.

The Master, the Surfer,et le Traceur

PATTERNS

YOGA AS A MODEL OF DISCIPLINE

Discrete patterns (“poses”)Multiple configurations (“styles”)Ladder to Mastery (fitness to Enlightenment)

TOOLS

SURFING AS A MODEL OF PRACTICE

Crew (social unit/”software”)Line Up (ethos)Skis & Sleds (hardware)

DISCIPLINE + PRACTICE = MASTERY

FLOW

PARKOUR AS AN EXEMPLAR

Parkour isn’t about running & climbing.

It is about navigating uncertainty in real-time.

PATTERNS AS TOOLS

BUSINESS MODEL CANVAS

What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?

Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?

For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

For whom are we creating value?Who are our most important customers?

What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established? How are they integrated with the rest of our business model?How costly are they?

What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?

What Key Activities do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue streams?

Who are our Key Partners? Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?

What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?

Day Month Year

No.

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DESIGNING FOR GROWTH

3 6 D E S I G N I N G F O R G R O W T H

!e bottom row of our design thinking model (below) shows where each PMA "ts in the process.

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1Visualization

What is? What if? What wows? What works?

DESIGN BRIEFProject Description

Intent / Scope

Exploration Questions

Target Users

Research Plan

Expected Outcomes

Success Metrics

Project Planning

DESIGN CRITERIA

Design Goal

User Perceptions

Physical Attributes

Functional Attributes

Constraints

NAPKIN PITCHCONCEPT NAME

NEED APPROACH

BENEFIT COMPETITION

LEARNING GUIDEStrategic Intent

Remaining Key Assumptions to Be Tested

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In-Market Test Plan

Untested Assumptions Success Metrics

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Financial Capital to Be Expended

GAMESTORMING

WEAPON OF CHOICE?

THANK YOU