Comprehensive approach to redesign that looks at the totality of a system.

2. What is needed is
to step back and look
at our Economic
Development
efforts
as a SYSTEM

3. In 1951 at a meeting of section
heads the leadership of Bell Labs
challenged the team, “Gentlemen,
the telephone system of the United
States was destroyed last night.”
From Idealized Design
by Russell Ackoff

4. “We’ve had the wrong R&D strategy. We have
been focusing on improving parts of the system
rather than focusing on the system as a whole.
We have got to restart by focusing on designing
the whole and then designing parts that fit it
rather than vice versa.
Therefore, we are going to begin by designing
the system with which we would replace the
existing system right now if we were free to
replace it with whatever system we wanted.”

5. The net result was the Invention in 1951 of…
• Touch-tone phones
• Consumer ownership of phones
• Call waiting
• Call forwarding
• Voice mail
• Caller ID
• Conference calls
• Speaker phones
• Speed dialing of numbers in memory
• Mobile phones

6. Ackoff on
Idealized Redesign

7. We have to
redesign
the WHOLE
not merely
improve the parts.

8. Being willing to
let go.
That Means…

9. That Means…
Everything is a
Variable.

10. That Means…
Thinking of the
ideal…

11. Why Don’t We Try
It…

12. Given the current constraints, what idea
might bring us closer to reaching the ideal…
What is the Ideal end state…
Step 1: Individual
Describe the Ideal END State
Task:Idealized Redesign What would you do if you were
completely unconstrained?
Constraints to Realizing the Ideal
Step 2: Group
Constraints to Realizing the Ideal
Step 3: Group
Define an idea that would help
achieve the ideal
Step 4: Individual
write a Concept Card

13. How Can We Use
This…
To Visualize the
System

14. System Canvas
Visualize the System

15. System Aim: The purpose of the system
Variance Psychology
Boundaries: Where it starts and stops and/or
what it doesn’t include if that is not obvious
System Metric: The one thing we are focused
on accomplishing and by what measure
Enabling Metrics: The other measurable things that help us
predict or achieve the overall system metric
Draw the System: Map the flow of processes to accomplish your Aim, try using no more than five steps or phases, represented in five boxes,
include the system boundaries, mark points of Variance and positive or negative psychology.
System CanvasSystem Name:

16. System Aim: The purpose of the system
Variance Psychology
Boundaries: Where it starts and stops and/or
what it doesn’t include if that is not obvious
System Metric: The one thing we are focused
on accomplishing and by what measure
Enabling Metrics: The other measurable things that help us
predict or achieve the overall system metric
Draw the System: Map the flow of processes to accomplish your Aim, try using no more than five steps or phases, represented in five boxes,
include the system boundaries, mark points of Variance and positive or negative psychology.
System CanvasSystem Name:
Supporting the University and regional
need for building a strong entrepreneurial
and business creation
UNA Institute
Non-credits offerings.
Total innovation pipeline valuation
Innovation &
Entrepreneurship
Economic & Community
Development
Faculty/Student Corporate
Consulting
Collaborative Agile
Strategy Consulting
 the Generator
 Shoals/Shift
 Impact Analysis
 Market Assessment
 Geospatial Assessment
 HR Management
 Marketing
 Professional Selling
 Strategic Doing
 Innovation Engineering
Leap Innovations: Focus on Learning
Core Innovation: Focus on keeping Competitive
Positive Forces: Intrinsic – Focus on communicating
“why” our aim is important
Negative Forces: Extrinsic – Fear of Failing
• Number of student startups nurtured
• Number of students engaged in experiential learning
• Consulting revenue generated

17. Mitch Hamm
Institute for Innovation and Economic Development
256-765-4825
Generator@una.edu