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DISRUPT AND BECOME INDISPENSABLE
INTRO




DOES THIS SOUND FAMILIAR?
        ‣ We'll tell you what we need after the strategy is set

        ‣ We don't ha...
INTRO




BECOMING INDISPENSABLE
        ‣ Big picture thinking is a must

        ‣ It’s about much more than making thin...
INTRO



TONY                                 JULIA




EXPERIENCE DESIGN DIRECTOR           SENIOR EXPERIENCE DESIGNER
MO...
Disrupt: Think the Unthinkable to
 Spark Transformation in Your Business
 Luke Williams

 Publication Date: December 18, 2...
INTRO




TOPICS COVERED
        ‣ Overview

        ‣ How to get started

        ‣ Framework for disruptive design think...
OVERVIEW
‣ What is disruption?
‣ Why do it?
‣ Why designers and not MBAs?
‣ The evolution of a designer
OVERVIEW




WHAT DO WE MEAN BY DISRUPTION?
      IN BUSINESS                            IN DESIGN




                   ...
EXAMPLES IN BUSINESS




         DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:   9
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EXAMPLES IN GRAPHIC DESIGN




            DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:   20
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DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:   27
OVERVIEW




WHY DISRUPT?
       ‣ Differentiation isn’t enough

       ‣ Graphic designers are often marginalized

       ...
OVERVIEW




WHY DESIGNERS AND NOT MBAs?
       ‣ Trained to think outside the box

       ‣ Curious and creative

       ...
OVERVIEW




EVOLUTION OF A DESIGNER
       ‣ Least: Please yourself via mere decoration

       ‣ More: Solving problems,...
OVERVIEW




DISRUPTIVE DESIGN SOLUTIONS
       ‣ Affect real change

       ‣ Blue Ocean

       ‣ Put designers on the ma...
HOW TO GET STARTED?
‣ DEFINING YOUR SITUATION
HOW TO GET STARTED?




WHAT IS RIPE FOR DISRUPTION?
        ‣ Consider the larger context of your business category

    ...
HOW TO GET STARTED?




DEFINING YOUR SITUATION
        ‣ How can we disrupt the competitive landscape of (your situation)...
A FRAMEWORK FOR DISRUPTIVE DESIGN THINKING

‣ Developing hypotheses
‣ Making observations
‣ Observations to insights
‣ Ins...
THE FRAMEWORK




DEVELOP HYPOTHESES
       ‣ Identify clichés

       ‣ Challenge the clichés with “what if” questions

 ...
THE FRAMEWORK




MAKE OBSERVATIONS
       ‣ People don’t know what they want?

       ‣ Good designers are also part anth...
THE FRAMEWORK




OBSERVATIONS TO INSIGHTS
       ‣ Analyze findings

       ‣ Use sticky notes!

       ‣ Create an “insig...
THE FRAMEWORK




INSIGHTS TO OPPORTUNITIES
       ‣ From your insights, opportunities for disruption are revealed

      ...
THE FRAMEWORK




OPPORTUNITIES TO IDEAS
       ‣ Generate several ideas

       ‣ Choose the best 3 or so

       ‣ Docum...
THE FRAMEWORK


EXAMPLE ONE-PAGER

Name: 
Tide "Wash-n-Work"

Description:
A modern laundry mat that allows busy, career-m...
THE FRAMEWORK




DEVELOP CONCEPT AND TEST
       ‣ Novelty for novelty’s sake won’t fly

       ‣ Must be something people...
SELLING YOUR IDEA
‣ Create empathy
‣ Build tension
‣ Make them believers
SELLING YOUR IDEA




THE PITCH
        ‣ 9 minutes

        ‣ 9 slides, one minute each

        ‣ 3 minute sections:

  ...
SELLING YOUR IDEA




SECTION 1: CREATE EMPATHY
        ‣ Slide 1: The Status Quo

        ‣ Slide 2: The Observations

  ...
SELLING YOUR IDEA




SECTION 2: BUILD TENSION
        ‣ Slide 4: The Insight

        ‣ Slide 5: The Opportunity

       ...
SELLING YOUR IDEA




SECTION 3: MAKING THEM BELIEVE
        ‣ Slide 7: The Solution

        ‣ Slide 8: The Advantages

 ...
THANK YOU
‣ Questions?
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To excel in graphic design, big picture thinking is a must. It's not just about making things beautiful. The best graphic designers play an active role in shaping game-changing ideas that can grow businesses and create new categories. The next generation of the most influential business leaders will exhibit design thinking in the way they guide their organizations to success. This webinar will present a framework for disruptive design thinking that allows designers to have a greater impact.

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Disrupt and Become Indispensable

  1. DISRUPT AND BECOME INDISPENSABLE
  2. INTRO DOES THIS SOUND FAMILIAR? ‣ We'll tell you what we need after the strategy is set ‣ We don't have the content yet but you can get started anyway right? ‣ I'll know what I like when I see it ‣ Just make it look pretty DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE:
  3. INTRO BECOMING INDISPENSABLE ‣ Big picture thinking is a must ‣ It’s about much more than making things beautiful ‣ Good designers help grow businesses ‣ Great designers disrupt old thinking and create new categories DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 3
  4. INTRO TONY JULIA EXPERIENCE DESIGN DIRECTOR SENIOR EXPERIENCE DESIGNER MOTIVATE DESIGN MOTIVATE DESIGN ADJUNCT PROFESSOR BBA DESIGN AND MANAGEMENT DESIGN AND MANAGEMENT SCHOOL OF DESIGN STRATEGIES SCHOOL OF DESIGN STRATEGIES PARSONS THE NEW SCHOOL FOR DESIGN PARSONS THE NEW SCHOOL FOR DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 4
  5. Disrupt: Think the Unthinkable to Spark Transformation in Your Business Luke Williams Publication Date: December 18, 2010 ISBN-10: 0137025149 ISBN-13: 978-0137025145 Edition: 1  DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 5
  6. INTRO TOPICS COVERED ‣ Overview ‣ How to get started ‣ Framework for disruptive design thinking ‣ Selling your ideas DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 6
  7. OVERVIEW ‣ What is disruption? ‣ Why do it? ‣ Why designers and not MBAs? ‣ The evolution of a designer
  8. OVERVIEW WHAT DO WE MEAN BY DISRUPTION? IN BUSINESS IN DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 8
  9. EXAMPLES IN BUSINESS DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 9
  10. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 10
  11. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 11
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  18. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 18
  19. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 19
  20. EXAMPLES IN GRAPHIC DESIGN DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 20
  21. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 21
  22. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 22
  23. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 23
  24. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 24
  25. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 25
  26. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 26
  27. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 27
  28. OVERVIEW WHY DISRUPT? ‣ Differentiation isn’t enough ‣ Graphic designers are often marginalized ‣ Lead disruptive change and become indispensable DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 28
  29. OVERVIEW WHY DESIGNERS AND NOT MBAs? ‣ Trained to think outside the box ‣ Curious and creative ‣ See things differently ‣ Just need to channel those skills toward business DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 29
  30. OVERVIEW EVOLUTION OF A DESIGNER ‣ Least: Please yourself via mere decoration ‣ More: Solving problems, but trying to please your boss, teacher or client ‣ Even more: Create solution that bridges business goals and user needs ‣ Most: Develop disruptive solutions that create new business value and delight users DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 30
  31. OVERVIEW DISRUPTIVE DESIGN SOLUTIONS ‣ Affect real change ‣ Blue Ocean ‣ Put designers on the map ‣ Get designers a seat at the big table ‣ Create security DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 31
  32. HOW TO GET STARTED? ‣ DEFINING YOUR SITUATION
  33. HOW TO GET STARTED? WHAT IS RIPE FOR DISRUPTION? ‣ Consider the larger context of your business category ‣ What are you passionate about? ‣ Where is there a lot of sameness? ‣ Where has nothing changed for a long time? ‣ Where are profits flat and have the potential to grow? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 33
  34. HOW TO GET STARTED? DEFINING YOUR SITUATION ‣ How can we disrupt the competitive landscape of (your situation) by delivering an unexpected solution? ‣ How you define your situation depends on your business context. ‣ Example: ‣ How can we leverage the Tide brand to disrupt the way people think about going out to do their laundry by delivering an unexpected solution? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 34
  35. A FRAMEWORK FOR DISRUPTIVE DESIGN THINKING ‣ Developing hypotheses ‣ Making observations ‣ Observations to insights ‣ Insights to opportunities ‣ Opportunities to ideas ‣ Shaping ideas
  36. THE FRAMEWORK DEVELOP HYPOTHESES ‣ Identify clichés ‣ Challenge the clichés with “what if” questions ‣ Example clichés: ‣ People hate doing laundry ‣ People hate the laundry mat ‣ All laundry mats are depressing ‣ Example hypothesis: ‣ What if people chose to go out to do their laundry even if they didn't have to? DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 36
  37. THE FRAMEWORK MAKE OBSERVATIONS ‣ People don’t know what they want? ‣ Good designers are also part anthropologist or investigative journalist ‣ Emphasize qualitative, contextual research ‣ Effective methods include: ‣ Pre-arranged, open interview and observation ‣ Non-invasive observation ‣ Intercept DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 37
  38. THE FRAMEWORK OBSERVATIONS TO INSIGHTS ‣ Analyze findings ‣ Use sticky notes! ‣ Create an “insight board” ‣ Identify patterns and themes - these reveal insights ‣ Write your insights down, using paradoxical phrasing with a well placed “but” or “whereas” to emphasize the gap: ‣ People who go to the laundry mat don't hate doing laundry but they hate wasting time ‣ People who go to the laundry mat don't hate doing laundry but they hate being in a dreadful, depressing environment. DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 38
  39. THE FRAMEWORK INSIGHTS TO OPPORTUNITIES ‣ From your insights, opportunities for disruption are revealed ‣ Describe opportunities using 3 part format that touches on who it’s for, what advantage it provides and what gap it is addressing. ‣ Example: ‣ There's an opportunity to provide people that have to go out to do their laundry with a way to be more productive that doesn't compromise the safety of their clothes ‣ There's an opportunity to provide people that have to do their laundry with a way to be social in a tasteful environment that makes them feel good ‣ At this step, stop short of defining the solution DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 39
  40. THE FRAMEWORK OPPORTUNITIES TO IDEAS ‣ Generate several ideas ‣ Choose the best 3 or so ‣ Document each in a one pager: ‣ Distinct name ‣ One sentence description ‣ How it's different (one major and several minor points) ‣ Annotated visualization (sketch) DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 40
  41. THE FRAMEWORK EXAMPLE ONE-PAGER Name:  Tide "Wash-n-Work" Description: A modern laundry mat that allows busy, career-minded New Yorkers to do their laundry and be productive in a comfortable environment by offering clean, private, well designed work stations with their own washer/dryer combo units. Differentiators: • WORK WHILE YOU WASH! • State of the art work stations ◦ Herman Miller furniture ◦ High speed Internet ◦ Quality lighting ◦ Private partitions • Best-in-class, all-in-one washer/dryer combos ◦ 2 per work station ◦ Reduces space needed ◦ Reduces interruptions - one cycle instead of two • Subscription model ◦ No more coins! • Reservation system ◦ Never wait for a machine/work station DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 41
  42. THE FRAMEWORK DEVELOP CONCEPT AND TEST ‣ Novelty for novelty’s sake won’t fly ‣ Must be something people want, that can support a business, and that can be built/implemented ‣ Develop prototypes ‣ Work from low to high fidelity ‣ Test with users—early and often! ‣ Doesn’t have to be expensive—use guerrilla techniques ‣ Beware of “mom effect” if using your personal network to recruit ‣ Iterate until you reach success targets DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 42
  43. SELLING YOUR IDEA ‣ Create empathy ‣ Build tension ‣ Make them believers
  44. SELLING YOUR IDEA THE PITCH ‣ 9 minutes ‣ 9 slides, one minute each ‣ 3 minute sections: ‣ 1) Create empathy ‣ 2) Build tension ‣ 3) Make them believers DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 44
  45. SELLING YOUR IDEA SECTION 1: CREATE EMPATHY ‣ Slide 1: The Status Quo ‣ Slide 2: The Observations ‣ Slide 3: The Story DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 45
  46. SELLING YOUR IDEA SECTION 2: BUILD TENSION ‣ Slide 4: The Insight ‣ Slide 5: The Opportunity ‣ Slide 6: The Analogy DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 46
  47. SELLING YOUR IDEA SECTION 3: MAKING THEM BELIEVE ‣ Slide 7: The Solution ‣ Slide 8: The Advantages ‣ Slide 9: The Ethos DISRUPT AND BECOME INDISPENSABLE | MARCH 2013 | PAGE: 47
  48. THANK YOU ‣ Questions?
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To excel in graphic design, big picture thinking is a must. It's not just about making things beautiful. The best graphic designers play an active role in shaping game-changing ideas that can grow businesses and create new categories. The next generation of the most influential business leaders will exhibit design thinking in the way they guide their organizations to success. This webinar will present a framework for disruptive design thinking that allows designers to have a greater impact.

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