Strategists, designers, marketers, managers,… almost everyone is slowed down by innovation diseases – especially when they are unaware of them. The result? We limit our potential to be great at making and selling products that people will buy. This talk will make you aware of diseases that infiltrate your creative processes, and shows you how to overcome them.
9. ( Leave the EU )
Output of a specific interaction
Clearly defined start/end
Outcome Goals
10. ( Leave the EU )
Outcome Goals
Output of a specific interaction
Decisions about the UK should be
taken in the UK
UK has control over immigration and
its own borders
Clearly defined start/end
11. Outcome Goals
Output of a specific interaction
Clearly defined start/end
Environment Goals
( control over immigration )( Leave the EU )
12. Outcome Goals
Output of a specific interaction
Clearly defined start/end
Environment Goals
An attribute of a state
No defined start/end
( control over immigration )( Leave the EU )
13.
14. I work with my neighbors to fight crime
I know who is in and around my house
My things are safe, even when I’m away
My family feels safe when I am away
Criminals don’t see my house as a target
Protect & Defend
15. Care & AwareProtect & Defend
I work with my neighbors to fight crime
I know who is in and around my house
My things are safe, even when I’m away
My family feels safe when I am away
Criminals don’t see my house as a target
I can keep an eye on my kids
I know about wildlife on the property
I know about gas/heat/water problems
My home welcomes me when I get home
I feel connected with my pets
16.
17. Don’t Do
Think of outcomes as
what consumers want
Think of environments as
what consumers want
18. Don’t Do
Study consumers in their
current environments only
Study what environments consumers
aspire to create and maintain (EX)
Think of outcomes as
what consumers want
Think of environments as
what consumers want
19. Don’t Do
Study consumers in their
current environments only
Study what environments consumers
aspire to create and maintain (EX)
Think of outcomes as
what consumers want
Think of environments as
what consumers want
Study intermediary goals
associated with product use
Study what the change consumers
want to make in their lives
40. Don’t Do
Focus on outcomes
Intermediary events associated with product use
Focus on environments
Life-situations consumers want to achieve and maintain
41. Don’t Do
Focus on outcomes
Intermediary events associated with product use
Focus on environments
Life-situations consumers want to achieve and maintain
Focus on problems
Study the failures of an existing system
Focus on solutions
Aim for a desired environment and test solutions