Critical thinking is an important skill for UX designers and others. It involves defining critical thinking, understanding how the brain works through examples of the limbic system and orgasms, and recognizing that people see the world differently so connecting ideas is important. Critical thinking tools can help clarify understanding, provide context, and ensure ideas are supported by evidence. Markets also come in different types so it's important to consider the size and needs of the target market to know if an idea has potential.
8. My Wife
“
Really? An orgasm slide?
ﬔose people had better not think
that’s me in the picture...
Image Source Russ Unger
9. Dr. Steve Julius
“
With a bit of training and through
some basic brain-stretching
exercises, we can be reflective.
We can slow down and find
alternative solutions.
Image Source Steve’s Son Max
29. Business is from Mars, Design from Venus
Deductive/Inductive Reasoning Abductive Reasoning
“Traditional firms utilize and reward the use of “Designers value highly a third type of logic:
two kinds of logic. ﬔe first, inductive, entails abductive reasoning. Abductive reasoning, as
proving through observation that something described by Darden professor Jeanne Liedtka,
actually works. ﬔe second, deductive, involves embraces the logic of what might be.
proving -- through reasoning from principles --
that something must be.” ﬔis style of thinking is critical to the creative
process.”
http://www.businessweek.com/innovate/content/aug2005/di20050803_823317.htm
31. But the business folks can be left behind
Critical thinking can be used to build a bridge between two types of thinking,
connecting the dots
32. Critical thinking can also help you with their ideas
How many have you thought about a client or a boss “ﬔat’s a
moronic idea”
Can you build a bridge to their goal?
35. Step Back
Think
Organize
Proceed
ﬔe Inner Game of Stress: Outsmart Life's Challenges and Fulfill Your Potential
by W. Timothy Gallwey
8
36. Tools for Thinking
Clarification:
Do I understand what you are saying?
Understanding:
Do I understand your thinking
Context:
Do I understand the world we are acting in?
Evidence:
What tells me this is right?
38. For Understanding, try Five Whys
My car will not start. (the problem)
•Why? - ﬔe battery is dead. (first why)
•Why? - ﬔe alternator is not functioning. (second why)
•Why? - ﬔe alternator belt has broken. (third why)
•Why? - ﬔe alternator belt was well beyond its useful service life and has never been replaced.
(fourth why)
•Why? - I have not been maintaining my car according to the recommended service schedule.
(fih why, a root cause)
•Why? - Replacement parts are not available because of the extreme age of my vehicle. (sixth
why, optional footnote)
44. How Big Is The Opportunity?
Total Available Market (TAM)
• How many people would want/need
the product?
• How large is the market be
Total Available Market (in $’s) if they all bought?
(TAM) • How many units would that be?
How Do I Find Out?
• Industry Analysts – Gartner, Forrester
• Wall Street Analysts – Goldman,
Morgan
45. How Big Is My Slice?
Served Available Market (SAM)
• How many people need or can use
product?
• How many people have the money to
Total Available Market buy the product
Served Available
Market (SAM)
• How large would the market be (in
(TAM) $’s) if they all bought?
• Can you reach them?
How Do I Find Out?
• Talk to potential customers
47. Return on Investment
All your CEO cares about …
•Returns (measurable changes)
•Increased sales
•Reduced costs
•Achieving the mission (for a non-profit)
•Investments (cost of making change happen)
•Keeping headcount low
•Using resources more effectively
•Only bringing in consultants if necessary
48. REALITY CHECK #2: DIFFERENT MARKETS HAVE
DIFFERENT NEEDS
What Business Will You Be In?
49. Three Types of Markets
Existing Market Resegmented Market New Market
Who Cares?
Type of Market changes EVERYTHING
Sales, marketing and business development differ radically by market type
60. Choose your idea wisely
From Guy Kawasaki, Art of the Start
stupid ﬔe holy grail
Your ability to
provide
unique
product or
service
bankrupt compete on price
Value to customer
62. Customer Development
Steven Gary Blank, Four Steps to the Ephinany
Customer Customer Customer Company
Discovery Validation Creation Building
63. Potential Roadmap
What Would You Move?
• Collaboration space
• Speaker features/video
• Reporting and advanced
Capability
Admin
• Community features
• E(mail) to attendees
Version 1.0
• Un/Official events list
• Network notifications
• Basic Admin
Soon Later Much Later
39