This is the latest version of my many presentation about how strategic innovation can be driven via meaningful experiences. In included update material I've presented in the USA, Belgium, Chile, Buenos Aires, and Korea, etc. (May 2009)

1. Strategic Design &
Meaningful Innovation
Nathan Shedroff
2008

2. Slides and templates posted:
nathan.com/thoughts

3. The big thing!

4. The big thing!
Meaning

5. Why innovate?
Paths to Growth:
Increase operational efficiencies
Sell-off assets
Mergers and acquisitions
Initial Public Offerings
“Rebranding”
Innovation

6. Why innovate?
Paths to Organic, Lasting Growth:
Increase operational efficiencies
Sell-off assets
Mergers and acquisitions
Initial Public Offerings
“Rebranding”
Innovation

7. Why experiences?

8. Price/Value
Commodity Product Service Experience
From: The Experience Economy, Pine and Gilmore

9. Price/Value
Experience
Commodity Product Service Event/Environment

10. Experiences are
designable

11. Everything we create
is an experience

12. We recognize some
experiences easily

13. We recognize some
experiences easily

14. We recognize some
experiences easily

18. People don’t just
travel to see things

19. They travel to
experience

20. The boundaries of
experiences are our
minds and bodies

21. Design is the process
of making experiences

22. But what, exactly,
is an experience?

25. Breadth
Product
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price

26. Intensity
Reflex
Habit
Engagement

27. Duration
Initiation
Immersion
Conclusion
Continuation

28. Triggers
Senses:
Sight
Sound
Smell
Taste
Touch
Cognitive:
Concepts
Symbols

29. Every sensorial decision is
a trigger: every color,
texture, smell, taste,
typeface, sound, music,
voice, pattern, icon,
symbol, interaction,
layout, concept,
temperature, expression,
etc...

30. Interaction
Passive
Active
Interactive

31. Significance
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function

33. Function (Performance):
Does this do what I need?

34. Price (Value):
Does this do what I need at a
price that’s worth it?

35. Emotions (Lifestyle):
Does this make me
feel good?

36. Status/Identity (Values):
Is this me?

37. Meaning (Reality):
Does this fit into my reality?

38. Core Meanings:
Accomplishment Harmony
Beauty Justice
Creation Oneness
Community Redemption
Duty Security
Enlightenment Truth
Freedom Validation
Wonder

39. Porsche: Dreamers (2006) Nike: If you let me play (1995)

41. Successful experiences
are meaningful
(and not merely novel)

42. Design & development
is the process
of evoking meaning

43. How do you put
meaning into the
process?

44. A meaning-filled development process:

45. A meaning-filled development process:

46. A meaning-filled development process:

47. A meaning-filled development process:

48. Strategic Design:
Competing Objectives:
Business (Clients)
Customers (Users)
Team
Domain & Medium
Sustainability

49. Strategic Design:
Business Objectives:
Revenues
Profit
Growth
Brand/Reputation/Satisfaction/
Loyalty/Relationship/Value
Experience & Meaning
Strategy

50. Strategic Design:
Customer Objectives:
Needs & Desires:
Performance
Value
Emotion/Lifestyle
Values
Experience & Meaning

51. Strategic Design:
Team Objectives:
Values
Goals
Desires
Meaning

52. Strategic Design:
Domain & Medium:
What’s appropriate for the
medium, industry, and
context?
What is the cultural context?
What are expectations?

53. Strategic Design:
Sustainability:
Human Capital
Natural Capital
Financial Capital
Manufactured Capital
Is each form sustainable?

54. Strategic Design:
Corporate
Meaning
Priorities
Team Customer
Meaning Meaning
Priorities Priorities

55. Strategic Design:
Corporate
Meaning
Priorities
Team Customer
Meaning Meaning
Priorities Priorities
Your Focus!

56. Strategic Design:
Corporate
Meaning
Priorities
Team Customer
Meaning Meaning
Priorities Priorities
Competitors’
Meaning
Priorities

57. Some questions:

58. Who’s doing this?

59. Who’s doing this?
You

60. What meanings do
your customers prioritize?

61. What experiences
do they seek?

62. Is meaning manipulation?

63. Should companies
evoke meaning?

64. Does everything we design
already evoke meaning?

65. Are you creating
anything meaningful?

66. What’s meaningful to you?

67. nathan.com/thoughts
nathan@nathan.com