IDEATION and Design Thinking
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Slides from my Design Thinking class at Stanford University on July 2nd 2013.
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IDEATION and Design Thinking
- 2. How to get good ideas? Are you creative?
- 3. The importance of creative confidence David Kelley Co-Founder; IDEO & Stanford D-School
- 4. The greatest danger For most of us Is not that our aim is Too high And we miss it, But that it is Too low And we reach it. - Michelangelo
- 5. Goals for today • Change your lives • Build creative confidence • Give you the tools to solve complex problems in a better way
- 6. Agenda • How creativity helped me through college • Creativity – Why – When – What • Creative Challenge
- 7. How creativity helped me through college
- 11. “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” – Charles Darwin.
- 13. Blockages for creativity 1. Lack of acceptance 2. Old habits and ways of thinking 3. Blind to new ideas 4. Quick judgments 5. Lack of creative confidence 6. Criticism and skepticism 7. Vertical Thinking 8 Too much noise
- 14. Energizer
- 15. Trailer of your life Storyteller 1 Wanted to be First time Huge mistake Ocean
- 16. Trailer of your life Storyteller 2 Road trip Proudest moment Super Power Baseball hat
- 17. Why Creativity ?
- 21. ?
- 25. So…What is creativity? • Creativity = application of knowledge and experiences • One big library – one big brain
- 28. We are creatures of habits
- 29. Connect the nine dots Using 4 straight lines without lifting the pen
- 30. Connect the nine dots
- 33. 1: Scoping 2: Generating 3: Grouping 4: Conceptualizing 5: Final Selection Model for systematic creativity 1 5432
- 34. Mindset in the creative stages Yellow Define the problem • Be curious • Ask questions • Be precise • Investigate the problem • Frame the problem statement Green Generate ideas • Be open • Be crazy • Generate ideas • Look for synergies • See opportunities • ”yes and…” Red Evaluate and choose • Be logical • Be critical • Be realistic • Use data and quantify • “Yes because… no because…”
- 35. MINE Ground rules in the creative room Think outside the box (Lateral) • Find alternatives • Overcome blockages Don’t criticize, accept all ideas • There are no bad ideas • “yes and…..” No “war-stories”! • Focus on ideas Avoid protecting your own ideas • Build on other’s ideas No unnecessary discussions and use of authority • Make others look good! Write down all ideas • so you don’t forget, and don’t waste energy remembering
- 36. Important factors for creativity Physical environment Mental environment Creative Team Methodology Knowledge Creative techniquesPlanning Facilitation Energizers Anti-knowledge body light tools air Relations mood energy trust humor Personalities
- 37. Attitude is everything! Innovation is a team sport
- 40. “if I had only 1 hour to save the world I would spend 55 minutes defining the problem and 5 minutes finding the solution” – Albert Einstein
- 41. Scope Write down one very precise problem statement! “How can we help X SPECIFIC USER solve X SPECIFIC PROBLEM
- 43. The way you ask the question determines the answer
- 48. mindm Mind map
- 49. Scope Write down one very precise problem statement! “How can we help X SPECIFIC USER solve X SPECIFIC PROBLEM
- 50. Generate
- 51. The best way to have a good idea is to have a lot of ideas! Linus Pauling
- 53. -Thomas Edison
- 54. The need to be right all the time is the biggest bar to new ideas. It is better to have enough ideas for some of them to be wrong than to be always right by having no ideas at all. - Edward De Bono
- 55. Going on Vacation YES but… YES and…
- 56. Rules in the creative process • See opportunities and forget limitations • Generate as many ideas as possible quantity over quality! • No criticism is allowed don’t say “no but”, say “yes and..” • Co-create by building on each others’ ideas
- 58. Audio Stimuli
- 59. Visual Stimuli
- 64. Generate
- 65. Stay hungry stay foolish Energizer “YES I MADE A MISTAKE!”
- 66. Generate
- 71. Watering hole
Editor's Notes
- Diverse audience: focus on introducing valuable tools for entrepreneurs that you can either use in your career as an entrepreneur or use for your students as an entrepreneurship educatorBook: “Leaders make the future”
- David Kelley: Creative confidence (early on we get put down and then we stop thinking of ourselves as creative individuals) *I'm just not the creative type.. If you say the wrong thing you are afraid to be judged.. You have heard before that you can do what you believe you can do.. it also works the other way around.. you can't do the things you don't believe you can do.. so by learning some of these techniques you can build your confidence and eventually change the way you look at yourself and start thinking of yourself as a creative person..
- Have you ever thought about how you come up with good new ideas? - It is in the morning shower, on your way to school, when you are with your friends or maybe right before you fall asleep? There are many ways to get ideas and we will now show you a few great tools on how to work as a creative team.
- We have forgotten our creativityPut people in cubicles and make them only do one task then we forget our lateral divergent thinking skills that enables us to think quick on our feet to come up with brilliant solutions..We have all these services that help us all the time.. Sometimes it’s great to get some help, but not always cause eventually we unlearn the creative skills we where born with and become helpless.. We stop thinking about solutions and only see problems..
- Back in the stone age, we were all forced to be entrepreneurs – we didn’t rely on anybody to come and help us out, we didn’t expect the system to take care of us.. Back then we had to provide for ourselves in all aspects of life – find shelter, hunt for food, make fire, protect ourselves, take care of our family… I understand that society has developed for the better in many ways, but it’s certainly worth remembering where we all come from!In todays society we have grown so accustumed to only doing one simple task.. That now we can’t event solve super simple shit anymore? We are so narrowminded.. Need to challenge ourselves to get out of our comfort zone, out of our usual roles! If you’re an engineer you need to pickup the phones and talk to customers, or even more scary actually go out in the real world and interact with real customers every now and again – you’ll be surprised how much you learn when you go and do something different.. How about a monthly “swop roles day”?
- Let’s talk a bit about EQ and how to collaborate and lead most effectively
- Picture of most ridiculous problem in Barcelona..useless gadgets in the world…1st. World problem.. Like can’t get to next level in angry birds or new hoodie to be able to see screenOr britney spears broke a nail / spanishcelebrety whining about something random….
- As we talked about this morning this is how the innovation model works – we combine user needs and technology trends and then start generating ideas on how to solve the problems using the latest technologies.
- The definition of innovation… highlight the difference between invention and innovation.. Many inventions are useless because nobody uses them, in order for something to be defined as an innovation it has to be implemented successfully. Innovation can be measured on the bottom line; do you make money and/or create real impact, then it is an innovation.
- Now it’s time to let the real fun begin – it’s finally time to start ideating. Ideation is the process of systematic creativity, in other words; a structured way to get great new ideas.
- Human beings are creatures of habits.. we tend to solve problems the way we used to instead of looking for radical new approaches. But some problems can’t be solved by using traditional methods and it is therefore very valuable to know about systematic creativity. By using the right tools we can trick our brains to come up with radical new ideas and thereby solve problems in much better ways than it’s done today.. So instead of coming up with small incremental improvements we will strive to create radical new ideas by using brainstorming techniques and by working as a creative team and co-create new brilliant ideas.
- This model illustrates the shift in mindset in the different creative stages;First we scope the problem = create a very precise problem statement and making sure we have an aligned understanding of the problem in our team. This is extremely important cause if we don’t have a clear understanding of what problem we are trying to solve we will come up with solutions for different problems! – make sure you agree on what problem to solve so you can work in the same direction.Then we Generate ideas = we think divergently (blue sky, everything is possible, no limits) and generate a tons of ideas.In the Sorting stage it is time to cluster the ideas and select the best oneFinally we conceptualize the best idea and describe it in detail
- First of all it is important to have the right mindset and the right the attitude. Being negative and demotivated can kill all your creativity, so it’s extremely important that all team-members are in it together and willing to work hard to develop new ideas
- This model illustrates the shift in mindset in the different creative stages;First we scope the problem = create a very precise problem statement and making sure we have an aligned understanding of the problem in our team. This is extremely important cause if we don’t have a clear understanding of what problem we are trying to solve we will come up with solutions for different problems! – make sure you agree on what problem to solve so you can work in the same direction.Then we Generate ideas = we think divergently (blue sky, everything is possible, no limits) and generate a tons of ideas.In the Sorting stage it is time to cluster the ideas and select the best oneFinally we conceptualize the best idea and describe it in detail
- This quote from Einstein highlights how critically important it is that your starting point for this camp is sound and solid, as it forms the basis and foundation for the entire camp. So please take some time to read and discuss the case and use the tasks in this stage to get, as a team, a solid grounding and understanding of the problem.
- Scoping the problem statement is one of the absolute most important tasks. If you get this right you will have a much easier time going forward. You have already done most of the work in the previous stages so now it’s just a matter of boiling down the problem description into one very precise sentence. In your guidebook you can find a few examples.*10 minute teamwork: Let the teams revisit their problem statement and create one sentence that summarizes their user segment and the specific problem they want to solve.. Fx “how can we help X specific user solve X specific problem”*tell them to get rid of all distractions; no phones, computers, papers etc. on the table. Only pens, sticky notes and one big piece of paper in the middle of the table where they write the problem statement
- Scoping the problem statement is one of the absolute most important tasks. If you get this right you will have a much easier time going forward. You have already done most of the work in the previous stages so now it’s just a matter of boiling down the problem description into one very precise sentence. In your guidebook you can find a few examples.*10 minute teamwork: Let the teams revisit their problem statement and create one sentence that summarizes their user segment and the specific problem they want to solve.. Fx “how can we help X specific user solve X specific problem”*tell them to get rid of all distractions; no phones, computers, papers etc. on the table. Only pens, sticky notes and one big piece of paper in the middle of the table where they write the problem statement
- When you have the problem statement you can start generating ideas, this is the most fun part of them all. When generating ideas everything is possible. You have to be completely open to new ideas and remember to build on each other’s ideas. There are no bad ideas – even the most crazy and absurd ideas are important cause they might trigger a brilliant idea from your team mates that otherwise wouldn’t have come up.
- The more ideas the better.. it takes a lot of good ideas to get one really good idea. It is therefore crucial that you stay open to new crazy ideas since some of these ideas can inspire new and brilliant ideas.
- Are there any bad ideas? Sure you can come up with tons of really bad unrealistic ideas – but those ideas are as important, cause they inspire new and better ideas.. Look at Thomas Edison for example.. he didn’t think he had failed – he had just found 1300 new ways not to invent the light bulb. Thomas Edison knew that every failure was a necessary step closer to the solution – you need to fail in order to succeed!
- To help us stay motivated and energetic we recommend that you use energizers along the way. These are fun little exercises that will train your creative mindset and help you stay focused. You can invent these exercises yourself or you can ask your coach/trainer for suggestions. The first energizer today is called “Going in Vacation”*Make the student write 5 completely random words on individual sticky notes, then they swop the words with someone from their team WITHOUT READING THE NEW WORDS. Now they should pair up 2 and 2 with a person that has similar hair color You are now planning a vacation together using the five words you have received.. One person starts talking about where he/she would like to go and the other person can interrupt at any time and use his/her next word to suggest an input for the travel plans.. You are done when both of you have used all your words..*You as a facilitator should demonstrate the exerciseThe idea with this energizer is to train your lateral thinking skills and increase your creative abilities (how to combine new things to come up with good ideas)
- When we generate ideas there are a few ground rules to follow:See opportunities and forget known limitation Generate as many ideas as possible – quantity over quality! No criticism is allowed – don’t say “no but”, say “yes and..” Co-create by building on each others’ ideas To generate ideas effectively we will use a few good brainstorming techniques. We are going to use two powerful techniques today called “Open Brainstorming and Reverse Brainstorming”, These techniques are described in your guidebook *(innovator’s guidebook)
- You can try Open brainstorm in two formats that appeal to different people:Brainstorming out loud: write the problem statement in the middle of the table, team members each have a block of sticky notes, write one idea per sticky note then say it out loud and put it in the middle of the table (the idea is that the rest of the teams will get inspired by the ideas and build on those ideas)Brainstorming in silence: To respect the fact that creativity is an individual thing = we need different types of stimuli to be creative, you can try brainstorming in silence – take a time-out and spend 5-10 minutes sitting by yourself and come up with at least 10 new ideas. Then get back together and share your new ideas.*check the time schedule. They have about 30-35 minutes for this exercise
- How can we make it a living hell to live in a retirement home?
- The next energizer we will try now is called “YES I made a mistake!”. *instructions:This energizer helps you get a lot of energy and it also underlines the importance of being able to fail! When we work with creativity we celebrate failures and this is EXTREMELY important! It is okay to fail!!!Cause all those crazy ideas are very important.. If we don’t let ourselves come up with crazy ideas we will never get the radical innovative ideas. We have to allow ourselves to fail.You pair up two and two, stand up and find a place where you can stand up facing each other. Then you choose a topic (e.g. car brands, types of clothing, types of foods, colors, body parts, etc.) if you choose car brands you now start taking turns on mentioning a car brand like Toyota, Mercedes, Honda etc.. If you can’t think of a brand within a second you have lost and you have to scream as loud as you can “YES I MADE A MISTAKE!!!” then you choose a new topic and continue.. *After the energizer you go back to slide 12 and let them revisit their problem statements from the USER stage, encourage the team leader to use the guidebook to find more info..
- Okay now we are filled with energy – let’s get started with Reverse Brainstorm, Again: Start by reversing your problem statement, then come up with crazy ideas, Then shift back to your original problem statement, then go through the crazy ideas one by one and see if they can inspire you to come up with a new brilliant idea you hadn’t thought about before.
- Now we are changing the mindset and going into the red zone – it is now finally allowed to be critical, rational and logic since we will now start sorting the ideas and eliminating the worst ideas.
- Little story about how it’s sometimes better to let go of you ideas…In the “sorting stage” it can sometimes be really hard to let go of our own ideas.. We tend to fall in love with our own ideas and it can be very difficult to realize that we need to let it go..Try to tell this story in a good way:"The South Indian Monkey trap...consists of a hollowed-out coconut chained to a stake. The coconut has some rice inside which can be grabbed through a small hole. The hole is big enough so that the monkey's hand can go in, but too small for his fist with rice in it to come out. The monkey reaches in and is suddenly trapped - by nothing more than his own value rigidity. He can't revalue the rice. He cannot see that freedom without rice is more valuable than capture with it.”Point is of course that they should be careful not to get trapped in the South Indian Monkey trap when they are sorting the ideas.. Sometimes other team members have better ideas and then you should be able to let go of your own ideas..
- When you have come up with hundreds of ideas it is time to cluster, sort and select the best ideas. In this process it is allowed to be rational and skeptical in order to eliminate the worst ideas. Go through the ideas one by one and read them out loud. Throw away the obviously unrealistic ideas and the ones that are less likely to solve the problem. Try also to combine weak ideas to make bigger and better ideas. Continue until you have found the 10 best ideas.After sorting the ideas you can use the idea selection matrix to find the very best idea. The matrix has two axes ranging from “low” to “high”:X axis: value: how valuable is your product/service for the user? Y axis: uniqueness: how much does your product/service differ from competing products/services? Place the ten ideas on the matrix to get a good overview of their potential. When you are done, the best ideas should be the ones that are highly valuable and well differentiated from competing solutions. take the three best ideas and make a quick vote in the team: which one do you believe in the most? Choose only one idea
- When you are done with the user description template we will make use of our buddy teams during the first #Watering hole session. The watering hole is were all the animals meet on the savanna do drink peacefully together. Just like the animals we will meet up with our buddy team and help each other to improve our problem statement and user understanding. An important part of being an entrepreneur is to network and meet people who can give you good feedback on your ideas. During the camp you can use your buddy team to get valuable feedback on your ideas. It is always good to try to present your thoughts to someone else and then get their input. Remember that ideas are cheap – it’s only execution that matters.. So the benefit of getting feedback when you share you ideas always exceed the risk of somebody stealing your idea..
- The watering hole session is divided into 4 sections. 1. one of the teams present what they have accomplished in the stage – what are the results and why did they end up with these results. While the first teams presents, the other team takes notes on post-its. You can take two kinds of notes what you will later give as feedback – 1. Elements you really like and 2. other cool ideas that you can think of… this is a positive feedback loop so don’t be too critical, try instead to mention what you like and come up with additional suggestions and ideas. You have 20 minutes in total – 5 minutes presentation, 5 min feedback, 5 min pres, 5 min feedback… find your buddy team and sit down next to them – you are in charge of the time keeping yourself*alternatively you can have a big count down timer on the big screen: http://www.timeanddate.com/timer/#