Professional Documents
Culture Documents
Typical approach:
Intuition
Discovery Evaluation
Management
Design planning consulting (best in
approach class B school)
approach)
Facts
Degree of
Size of bubble =
uncertainty Unfamiliar with expected value
market, and
offering type
Familiar with
market, and
offering type
Near term Mid term Long term
Implementation timing
From: To:
Deterministic view Strategy as a
of strategy balanced portfolio
of initiatives
• Building coalitions
• Demystifying complexity
• Communicating ideas
• Connecting value and design
Design • Understanding strategic goals
leadership
• Reframing problems
• Point of view
• Elegant systems
From: To:
Troubled Buildings How can we tear down vacant and How can we prevent buildings from
abandoned buildings faster? every becoming troubled?
Learning in Grand Rapids How can we reduce the drop out How can we coordinate the efforts
rate? of all the learning related NGOs
and GRPS?
Chicago Bike Federation What infrastructure do we need to How can we use mentorship and
make commuting by bike easier? social networks to create a more
supportive and inclusive biking
community
Boeing How can we improve hygiene of How can we improve well being for
airplanes? travelers?
How can we
reframe this in a
bias free / solution
free way?
Here is the
problem, and the
likely solution is…
• People often identify the wrong problem • If we solve for the wrong
Attribution drivers - or what it causing the problem drivers, the problem will
• People rarely think they can be not actually be resolved
the problem (and could get worse)
Narrow Framing
Anchoring
Attribution
Narrow Framing
Hidden assumptions
Attribution
Anchoring
Hidden assumptions
• Reframing problems
• Point of view
• Elegant systems
Movie segmentation:
one quadrant
• Preferences in each quadrant
tend to be stereotypes
• Executives have a “playbook”
that is leveraged to develop
new movies
Under 25
Men Women
Receive the some of the worst Receive the the best screening score
screening score in history in history
Lots of time
From:
Entertain What do I
me do now? • A global airport for
the 21st century
Unexpected
As planned
To:
• A curated Chicago
Get me experience for the
to my Help! traveler
gate
Little time
A point of view:
• Acts as a North Star, guiding the project
• Helps you make trade offs and decisions
• Does not determine research subjects, but for
whom you are designing
• Can occasionally change if required (and enough
evidence is produced)
• Once agreed to, reduces ambiguity
• Reframing problems
• Point of view
• Elegant systems
e = mc2
Helvetica
No unnecessary elements
Urbane
Randomness
Elegant
solution
Overly Over
complex simplification
- Jay Doblin