What is the expanding role of design in entrepreneurship? What is the interplay between them? David Sherwin, an Interaction Design Director at frog, shares his personal take on this subject from a designer's point of view, with principles you can use to drive sustainable growth and beneficial cultural change within your businesses, as well as approaches for creating valuable new products, services and business models with your customers and communities. This talk was delivered on March 5 at Think Big Partners in Kansas City as part of Kansas City Design Week 2014.

1. ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship
David Sherwin @changeorder #KCDW2014
Photo 7910608124 by Creativity103 on
flickr.com / cc attribution 2.0 generic license

2. ENVISIONING
THE BALANCE:
The Dynamic
Role of Design in
Entrepreneurship
David Sherwin @changeorder #KCDW2014

3. @changeorder #KCDW2014
WHAT YOU
ALREADY KNOW
& Wish I Wouldn’t
Remind You About
David Sherwin @changeorder #KCDW2014

4. I WORK AT
FROG, A GLOBAL
PRODUCT
STRATEGY
& DESIGN FIRM

7. I’ve worked on product strategy and design
for dozens of companies and startups:
David Sherwin @changeorder #KCDW2014

8. There’s nothing
confidential
about what
design means
to business
David Sherwin @changeorder #KCDW2014

9. 228
“Over the last 10 years, design-led companies
have maintained significant stock market advantage,
outperforming the S&P by an extraordinary
%
—DMI Design Value Index, Michael Westcott and Jeneanne Rae, bit.ly/1eSoteK
David Sherwin @changeorder #KCDW2014

10. —Laurie Segall, CNN Money, cnnmon.ie/1fAZTPj
designers
“In the Silicon Valley hierarchy, coders have always
ruled the roost, but right now there's a different
skill set on the industry's most-wanted list:
David Sherwin @changeorder #KCDW2014

11. David Sherwin @changeorder #KCDW2014
How might we
bring design into
entrepreneurship
to improve
our chances of
business success?

12. Entrepreneurship
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014

13. Entrepreneurship?
Design in
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014

14. undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
Entrepreneurship
Design in
David Sherwin @changeorder #KCDW2014

15. undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014

16. RISK
time
people
resources
money
space
/David Sherwin @changeorder #KCDW2014

17. REWARD
usage
benefit
revenue
growth
satisfaction
David Sherwin @changeorder #KCDW2014

18. RISK
time
people
resources
money
space
/
EWARD
David Sherwin @changeorder #KCDW2014

19. /%
EVERY
SINGLE
CHOICE
David Sherwin @changeorder #KCDW2014

20. /%
EVERY
SINGLE
CHOICE
YOU BET
David Sherwin @changeorder #KCDW2014

21. DESIGN
makes you
think about
the “who”
David Sherwin @changeorder #KCDW2014

22. SO WHAT
is the effect
David Sherwin @changeorder #KCDW2014

23. effect you want?
IMPACTa.k.a.
David Sherwin @changeorder #KCDW2014

24. IMPACT
IS B***S***
(IF YOU DON’T
DEFINE IT)
David Sherwin @changeorder #KCDW2014

25. WHAT IS THE NET CHANGE
YOU WANT TO SEE FOR PEOPLE?
TEAM
USERS
CONNECTIONS
CONNECTIONS
OF CONNECTIONS
ME

26. ME
WHO IS PART OF THE ECOSYSTEM
TO MAKE THAT CHANGE HAPPEN?
TEAM
PARTNERS
PARTNERS OF PARTNERS
“COOPETITION”

27. then,
show me…
David Sherwin @changeorder #KCDW2014

28. David Sherwin @changeorder #KCDW2014

29. David Sherwin @changeorder #KCDW2014

30. David Sherwin @changeorder #KCDW2014

31. KNOW WHAT
YOU DO &
(DON’T) WANT
TO HAPPEN
David Sherwin @changeorder #KCDW2014

32. negative
impact
how might
it happen
how can I
mitigate it?

33. undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
@changeorder #KCDW2014

34. VALUE
David Sherwin @changeorder #KCDW2014

35. VALYOU
David Sherwin @changeorder #KCDW2014

36. VALYOU
David Sherwin @changeorder #KCDW2014

37. YOU
don’t think
have
solutionthe
David Sherwin @changeorder #KCDW2014

38. David Sherwin @changeorder #KCDW2014
INVESTIGATE
HOW PEOPLE
LIVE THEIR
LIVES

39. David Sherwin @changeorder #KCDW2014

40. LOOK FOR
THE “DUH”
PROBLEMS
David Sherwin @changeorder #KCDW2014

41. THE “DUH”
PROBLEMS
ARE SYSTEMIC
David Sherwin @changeorder #KCDW2014

42. David Sherwin @changeorder #KCDW2014
SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE SYSTEMIC

43. David Sherwin @changeorder #KCDW2014
SOLUTIONS TO
THE “DUH”
PROBLEMS
ARE VALUABLE

47. IDENTIFY THE
TOUCHPOINTS
WHERE “DUH”
PROBLEMS LIVE
David Sherwin @changeorder #KCDW2014

48. David Sherwin @changeorder #KCDW2014

49. START WHERE
THE JOURNEY
SUCKS FOR
EVERYONE
David Sherwin @changeorder #KCDW2014

50. David Sherwin @changeorder #KCDW2014

51. David Sherwin @changeorder #KCDW2014

52. undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014

53. ALWAYS
BE MAKING
David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014

55. ALWAYS
BE MAKING
TO TEST YOUR
HYPOTHESES
David Sherwin @changeorder #KCDW2014

56. David Sherwin @changeorder #KCDW2014

57. EXHAUST
EACH LEVEL
OF FIDELITY
David Sherwin @changeorder #KCDW2014

58. design
right?
right
design?
Code
Motion
Studies
Click-Thru
Video
Wizard
of Oz
Paper
MAKING TO TEST HYPOTHESES
Adapted from a diagram by Amy Martin while at frog
David Sherwin @changeorder #KCDW2014

60. TEAR YOUR
SOLUTIONS
OUT OF
PEOPLE’S
HANDS
David Sherwin @changeorder #KCDW2014

61. David Sherwin @changeorder #KCDW2014

62. undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014David Sherwin @changeorder #KCDW2014

63. “LIVE YOUR
LIFE AS AN
EXPERIMENT”
—Chögyam Trungpa Rinpoche

64. EVERYTHING
IS A PROTOTYPE
(INCLUDING
YOUR BUSINESS)

65. SEED
IDEAS

66. PLANNING
SEED
IDEAS

67. PLANNING
SEED
IDEAS
MAKING

68. PLANNING
SEED
IDEAS
MAKING

69. Photo 4114488878 by gfairchild on flickr.com / cc attribution 2.0 generic license
SHIFT GEARS
BASED ON
WHAT YOU
LEARN
David Sherwin @changeorder #KCDW2014

70. STARTING
HYPOTHESIS

71. EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT

74. Entrepreneurship
undertaking risk
creating customer value
making needed things
& receiving feedback
improving business performance
David Sherwin @changeorder #KCDW2014

75. defining your impact potential
looking for “duh” problems
making desirable solutions at
greater and greater fidelity
working in cycles of learning
Entrepreneurship
Design in
David Sherwin @changeorder #KCDW2014

76. HERE’S
SOME TOOLS
TO HELP YOU
David Sherwin @changeorder #KCDW2014

77. Get it at frogdesign.com/cat

79. make
something real
imagine
new ideas
seek
new understanding
build
your team
clarify your
GOAL
plan
for action

80. make
something real
imagine
new ideas
seek
new understanding
build
your team
clarify your
GOAL
plan
for action

81. CHANGE
SHOULD BE FUN
David Sherwin @changeorder #KCDW2014

82. Get in touch!
email david.sherwin@frogdesign.com
twitter @changeorder
website davidsherwin.com
snag this, will ya?
SBDBook.com