The document outlines Thomas J. Howard's guest lecture at Tallinn European Innovation Academy on design and product development. The agenda includes discussions of integrated product development, product/service systems, open design, and protovation. Open innovation and open design are defined, with open design discussed in the contexts of crowdsourcing, open source design, and open hardware. Benefits and revenue models of open source design are presented. The lecture emphasizes that openness is now essential and access to information enables self-production.

1. Design and Product Development
Guest Lecture at Tallinn European Innovation Academy
Thomas J. Howard
www.thomasjhoward.com
thow@mek.dtu.dk
Unless otherwise stated, this material is under a Creative
Commons 3.0 Attribution–Share-Alike licence and can be
freely modified, used and redistributed but only under the
same licence and if including the following statement:
“Original material by Thomas J. Howard, The Technical University of Denmark”

2. Agenda
09:30 – Integrated Product Development
10:05 – Exercise
10:20 – Break and discussion
10:30 – Product/Service-Systems (PSS)
10:05 – Exercise
11:20 – Break and discussion
11:30 – Open Design
11:05 – Exercise
11:20 – Discussion
LUNCH
13:00 – Protovation
13:45 – Exercise
2 Original material by Thomas J. Howard, The Technical University of Denmark 2012

3. What is Open Innovation?
3 Original material by Thomas J. Howard, The Technical University of Denmark 2012

4. Open Innovation
Concrete Issues (Issue 1/11) - http://www.concreteissues.com/cartoons
4 Original material by Thomas J. Howard, The Technical University of Denmark 2012

5. Open Innovation
“A paradigm that assumes that firms can
and should use external ideas as well as
internal ideas, and internal and external
paths to market, as the firms look to
advance their technology”
(Chesbrough H. W., 2003).
5 Original material by Thomas J. Howard, The Technical University of Denmark 2012

6. What is Open Design?
6 Original material by Thomas J. Howard, The Technical University of Denmark 2012

7. Open Design:
The Oxford English Dictionary
The Oxford English Dictionary – 1st Edition
http://www.manhattanrarebooks-literature.com/oed.htm
“Box of quotation slips” by Owen McKnight, CC BY-SA 2.0
7 Original material by Thomas J. Howard, The Technical University of Denmark 2012

8. What is Open Design?
Crowdsourcing
Open Source Design
8 Original material by Thomas J. Howard, The Technical University of Denmark 2012

9. What is Crowdsourcing?
9 Original material by Thomas J. Howard, The Technical University of Denmark 2012

10. Types of Crowdsourcing
Crowd Funding (22% of sites)
Crowd Labour (8% of sites)
Crowd Innovation (10% of sites)
Distributed Knowledge (37% of sites)
Crowd Creativity (14% of sites)
(Aesthetics & Branding)
Tools (9% of sites)
10 Original material by Thomas J. Howard, The Technical University of Denmark 2012

11. Crowdsourcing
How would we use it?
11 Original material by Thomas J. Howard, The Technical University of Denmark 2012

12. Crowdfunding
Tech Art
Social
12 Original material by Thomas J. Howard, The Technical University of Denmark 2012

13. Funding
13 Original material by Thomas J. Howard, The Technical University of Denmark 2012

14. Funding
14 Original material by Thomas J. Howard, The Technical University of Denmark 2012

15. Funding
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16. Innovation
Divergent/ Convergent /
Solution Evaluation
Problem Solving
Social Challenges
Push & Pull
16 Original material by Thomas J. Howard, The Technical University of Denmark 2012

17. Innovation
17 Original material by Thomas J. Howard, The Technical University of Denmark 2012

18. Innovation
18 Original material by Thomas J. Howard, The Technical University of Denmark 2012

19. Labour
•Debugging
•Advertising and testimonials
•Proofreading
•Web-design
•Graphic enhancement
•Website testing
•Surveys
•Data entry
19 Original material by Thomas J. Howard, The Technical University of Denmark 2012

20. 20 Original material by Thomas J. Howard, The Technical University of Denmark 2012

21. Aesthetics & Branding
•Fashion
•Sounds
•Artwork
•Logos
•Graphic Design
•Photography and Images
Competition Driven
21 Original material by Thomas J. Howard, The Technical University of Denmark 2012

22. Aesthetics & Branding
22 Original material by Thomas J. Howard, The Technical University of Denmark 2012

23. Anything left for us to do?
23 Original material by Thomas J. Howard, The Technical University of Denmark 2012

24. Crowdsourcing is now a mature field,
use it and master it.
24 Original material by Thomas J. Howard, The Technical University of Denmark 2012

25. Open Source Design
25 Original material by Thomas J. Howard, The Technical University of Denmark 2012

26. Open Source to Open Design
Source Code Design Blueprints
26 Original material by Thomas J. Howard, The Technical University of Denmark 2012

27. Why Open Design?
To fund R&D rather than legal fees for patent
disputes.
To maximise the value of the product to the
crowd and allow them to develop design
derivatives
To gain from being visible and influential.
27 Original material by Thomas J. Howard, The Technical University of Denmark 2012

28. How Open are we to be?
Choosing the correct licences will be crucial:
Attribution - CC BY
This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as
they credit you for the original creation. This is the most accommodating of licenses offered.
Recommended for maximum dissemination and use of licensed materials.
Attribution-ShareAlike - CC BY-SA
As CC BY except all new works based on yours will carry the same license, so any derivatives will also allow
commercial use. This is the license used by Wikipedia, and is recommended for materials that would
benefit from incorporating content from Wikipedia and similarly licensed projects.
Attribution-NoDerivs - CC BY-ND
This license allows for redistribution, commercial and non-commercial, as long as it is passed along
unchanged and in whole, with credit to you.
Attribution-NonCommercial - CC BY-NC
This license lets others remix, tweak, and build upon your work non -commercially, and although their new
works must also acknowledge you and be non-commercial, they don’t have to license their derivative works
on the same terms.
Attribution-NonCommercial-ShareAlike - CC BY-NC-SA
This license lets others remix, tweak, and build upon your work non -commercially, as long as they credit
you and license their new creations under the identical terms.
Attribution-NonCommercial-NoDerivs - CC BY-NC-ND
This license is the most restrictive of our six main licenses, only allowing others to download your works
and share them with others as long as they credit you, but they can’t change them in any way or use them
commercially.
http://creativecommons.org/licenses/
28 Original material by Thomas J. Howard, The Technical University of Denmark 2012

29. Open Design
An emerging paradigm... a gift to the
people and society...
29 Original material by Thomas J. Howard, The Technical University of Denmark 2012

30. Open Design Empowers People and Drives
Innovation
30 Original material by Thomas J. Howard, The Technical University of Denmark 2012

31. DEFINITIONS
OPEN SOURCE DEVELOPMENT
OSP OSS
Open Source Products Open Source Software
Tangible Intangible
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32. Flying Open Sourcers
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33. Flying Open Sourcers
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34. The Open Design Library
34 Original material by Thomas J. Howard, The Technical University of Denmark 2012

35. FREE BEER 1.0
35 Original material by Thomas J. Howard, The Technical University of Denmark 2012

36. FREE BEER cont...
FREE BEER 2.5 (Right)
FREE BEER 4.0 (Below)
36 Original material by Thomas J. Howard, The Technical University of Denmark 2012

37. Open Design (Open Hardware)
An emerging paradigm... a gift to the
people and society...
...but can you really make money
from giving things away for free?
37 Original material by Thomas J. Howard, The Technical University of Denmark 2012

38. How big would Google be if it
charged for each search ?
How successful would Apple be if
iTunes wasn’t free ?
Who pays for an internet browser ?
38 Original material by Thomas J. Howard, The Technical University of Denmark 2012

39. The old mindset of product development
Andreasen and
Hein [1987]
39 Original material by Thomas J. Howard, The Technical University of Denmark 2012

40. Open Design – A New IPD Consideration
Howard [2012]
40 Original material by Thomas J. Howard, The Technical University of Denmark 2012

41. OSD Archetypal Business Model
Self-service,
Communities,
Community Network, Co-creation Participants,
Accessibility, End-users,
Knowledge -For Profit
Sharing, -Personal gain,
Cost reduction -Social good
Intellectual
resources., Internet,
Brand Web-site/
(Platform) platform
41 Original material by Thomas J. Howard, The Technical University of Denmark 2012

42. Workshop process
As-Is
To-Be
42 Original material by Thomas J. Howard, The Technical University of Denmark 2012

43. Benefits of Open Source Design
• Rapid and cheap publicity
• Multiuser development & Expert customers
• Increased product varieties
• Competition killer
• Suboptimal is forgivable
Revenue from Open Source Design
• Sale of expertise
• Spin-off products
• Straight production
• Advertising & Front of shelf model
• Value from the use phase
• Use and user data
43 Original material by Thomas J. Howard, The Technical University of Denmark 2012

44. Right now, being open is no longer
an added value. Either you are open
or you are out! The internet has
changed the game, we’re be coming
self-producers with access to
information and possibility to learn
whatever, whenever, wherever.
David Cuartielles (Arduino), California, 2012
BOB WALDIE, OpenGear
44 Original material by Thomas J. Howard, The Technical University of Denmark 2012

45. Questions
?
45 Original material by Thomas J. Howard, The Technical University of Denmark 2012