Strategic insights for creative agencies based on the principles of Design Thinking from Tim Brown of IDEO and Roberto Verganti, Professor of Management Innovation, at Politecnico of Milano

1. DESIGN thinking: The New Paradigm for Agencies strategic insights from Tim Brown and Roberto Verganti Heather White-Laird 08.05.2010

2. This practice of the borderline is difficult and risky, and asks for awareness and commitment from each one of us, in each of our roles. Our mission is to stay as close as possible to the borderline, although we know it is not clearly drawn and that there is a risk of going beyond it. Alberto Alessi, CEO Alessi Design

3. table of contents principles of design thinking what is it, really? qualities of a creative mind rules of engagement

4. principles of design thinking

5. innovation inspiration ideation implementation

6. innovation

7. invention with success

8. inspiration

9. problem or opportunity that needs solving

10. ideation

11. process of generatingideas

12. process of testingideas

13. process of developingideas

14. implementation

15. path from project tomarket

16. what is It, really?

17. it brings constraints

18. into harmonious balance

20. viable: must be part of a sustainable business model

22. it’s about perverting the norm.

23. it’s about screwing with the way people think

24. it’s about destroying sacred traditions

25. it’s inherently experimental

26. it’s inherently flexible

27. it identifies unknown or latent needs and desires

28. complexityis a great beginning

29. simplicityis the best solution

30. they will have no choice but to pay attention

31. qualities of a creative mind

32. be courageous

33. take risks

34. get wet

35. play

36. cultivate empathy

37. be idea obsessed

38. rules of engagement

39. optimism built on trust

40. explorethe fringe

41. conventional market research

42. may only lead to incremental change

43. if every one agrees, you’re probably all wrong

44. solvebuyers’problems not sellers’

45. us vs. them

46. no!

47. us with them

48. yes!

49. we’re in this together

50. thanks to the internet we need to extend our understanding to social interactions within groups and amonggroups themselves

51. rewardachievements

52. andfailures

53. things are carefully planned, so when things go wrong, you know why things are genuinely uncertain, the outcome cannot be known ahead of time they are modest, so catastrophe does not result they are quickly managed, so corrections can be made criteria for intelligent failure

54. the rewards are golden the

55. generates products with long lives can define new rules around your core competency makesitdifficult for competitors halo effect enhances value of your other products and services builds brand equity it’s simple

56. remember

57. innovation, inspiration, ideation, implementation feasible, viable, desirable reward achievements and failures explore the fringe it’s about us with them it’s ok to fail—within limits new rules

58. courageous optimistic playful egoless empathetic agile be

59. more info Change By Design, Tim Brown Design Driven Innovation, Roberto Verganti The Design of Business, Roger Martin TED talks by Tim Brown, Don Norman, Daniel Pink Twitter: @timkastelle, @jorgebarba, @psfk

60. Credits 14: Phillipp Klinger 17: Bill in STL 24: LittleGazelle 28: HawlendRion 42: yakczar 50: oblaise 55: alrescate3 59: Bill A

61. thank you