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In February 2014 Cheryl Heller, Chair of MFA Design for Social Innovation, led a workshop on leadership skills of design for social innovation for members of Young Professionals in Foreign Policy.
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The New DesignAnd why it’s the best tool for innovation at scale.
The New DesignOur understanding of design has traveled far from a form-giving and styling skillset to become a strategic business tool, and now, a process for conceiving, carrying out and conveying meaningful social change.
Design is a verb, an activity with intent and impact, resources and constraints, actors and audiences.
And it requires leadership at every stage.
“As homo sapiens’s entry in any intergalactic design competition, industrial civilization would be tossed out at the qualifying round.” David Orr
The traditional designer is an individual creator. Think Raymond Loewy, Frank Lloyd Wright, Paul Rand, Bucky Fuller
i@cherylheller dsi.sva.edu
3@cherylheller @svadsi
The creative output we recognize and reward is the product of individual vision.
@cherylheller dsi.sva.edu
This won’t work.i
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We need to evolve from creators to creative transformers, from authors to partners.
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@cherylheller dsi.sva.edu
The new design emerges from what from what Paul Hawkins has called the “largest movement on earth”:
Inside communities and at a systems level, the new design re-imagines and reinvigorates
human resources.
@cherylheller dsi.sva.edu
Traditional design skills:
Visualizing CritiqueForm givingInteraction designProject management Identity Development (visual)
Social design skills:
MappingStorytellingIteration/PrototypingCommunication PersuasionResearch Ethnographic methodsInnovationCritical thinkingWritingCross-disciplinary problem solvingProject Management Identity Development (systemic)DocumentationSynthesis/analysisFacilitation
Skills common to all effective social impact participants
Relationship buildingSympathy (listening)HumilityPartneringCollaboration EntrepreneurshipTheory of ChangeNegotiationLeadershipSystems thinkingContextualizingPrioritizationDisciplineFinancial management
It requires new skills and knowledge
@cherylheller dsi.sva.edu
Social design skills:
Mapping
StorytellingIteration/PrototypingCommunication
PersuasionResearch Ethnographic methodsInnovation
Critical thinkingWritingCross-disciplinary problem solvingProject Management Identity Development (systemic)DocumentationSynthesis/analysis
Facilitation
Skills common to all effective social impact participants
Relationship buildingSympathy (listening)HumilityPartneringCollaboration EntrepreneurshipTheory of ChangeNegotiation
LeadershipSystems thinkingContextualizingPrioritizationDisciplineFinancial management
It requires the skills of leadership
@cherylheller dsi.sva.edu
It requires seeing reality from multiple perspectives.
@cherylheller dsi.sva.edu
You.
End-users. All other affected audiences,
stakeholders.
Your client,
sponsor.
The way it works:
@cherylheller dsi.sva.edu
1. Identity is destiny.
@cherylheller dsi.sva.edu
13
19
2. Communication is the basis of all
relationships and relationships are the
beginning and end of life.
IdentityIdeaCharacterResourcesPrinciplesDestinyIdea
Visionary Attract
ConnectInspire Engage Promise
OrganizeStrategizeTeach Demonstrate Relationships
MotivateDisseminateTransformImpact
Leader Entrepreneur Changemaker
22
February 12, 1809
In the collective, leadership is more important than ever.
DSIDesign for Social Innovation
23
1. Definition. Rectify the languageDefine the visionBrand promise Name
2. Understanding. Allow the brand promise to dictate behaviorAudit communications and experienceMake your case
3. Engagement. Find the emotionMake it participatoryMake sure it’s trueExecute last and less
ENGAGEMENTUNDERSTANDING DEFINITION
DSIDesign for Social Innovation
3. Creativity is collective.
1515
Engaging a whole city in changing its future.
4.Playing is engaging.
@cherylheller dsi.sva.edu
1717@svadsi @cherylheller
5.The invisibles drive change.
@cherylheller dsi.sva.edu
Cynics
No o
ne p
ays
atte
ntio
n to
wha
t’s g
oing
on.
I stil
l mar
vel t
hat w
e ru
n at
all.
We
don’
t rea
lly k
now
who
we
are.
GIV
E is
diff
eren
t, cl
early
a d
isco
nnec
t the
re.
We’
re s
o in
tern
ally
focu
sed
we
som
etim
es w
e lo
se s
ight
of t
he re
ality
of o
ur e
xter
nal.
We
talk
abo
ut c
hang
e a
lot b
ut th
e ac
tion
does
n’t c
ome
thro
ugh.
We’
re n
ot a
s go
od a
t wha
t we
do o
r as
big
as w
e th
ink
we
are.
We’
ve h
ired
the
wro
ng p
eopl
e.
I’m s
adde
ned
we’
re lo
sing
the
cultu
re.
We
say
they
now
mor
e th
an w
e us
ed to
.
They
mad
e a
rule
that
you
can’t
wea
r jea
ns w
hen
the
inve
stor
s ar
e he
re.
Peop
le a
ren’
t use
d to
mak
ing
deci
sion
s an
d do
n’t s
tick
to th
em w
hen
they
are
The
new
peo
ple
add
a lo
t mor
e va
lue
than
the
peop
le w
ho h
ave
been
her
e a
whi
le.
Are
we
just
bec
omin
g a
conv
entio
nal c
ompa
ny?
We’
re b
ecom
ing
com
pete
nt a
t bei
ng c
onve
ntio
nal.
Not
muc
h tr
ansf
eren
ce ta
kes
plac
e.
I am
stu
nned
that
ther
e ar
e he
alth
y pe
ople
at 7
g w
ho u
se th
e el
evat
or.
Som
e of
us
belie
ve, a
nd o
ther
s in
terv
iew
wel
l.
We’
ve h
ired
leve
ls o
f man
agem
ent n
ow th
at h
ires
com
pete
nce.
We’
re n
ot c
olla
bora
ting.
7G u
sed
to h
ave
the
freed
om to
thin
k an
d w
onde
r.
We
have
a lo
t of p
eopl
e of
yes
terd
ay.
We
just
can’t
get o
ut o
f our
ow
n w
ay.
It’s
hard
to m
ake
a lin
k be
twee
n th
e bu
sine
ss a
nd th
ose
glob
al im
pera
tives
.
We’
re n
ot a
s ni
mbl
e as
we
shou
ld b
e.
Yeah
that’s
a g
ood
one.
Abso
lute
ly tw
o 7t
h re
aliti
es.
Half
the
com
pany
love
s it
whe
n w
e sa
y w
e w
ant t
o be
a b
illio
n.
This
place
is w
hack
ed.
Circ
umve
ntin
g de
cisi
ons
is a
cul
tura
l hab
it.
Peop
le d
on’t
feel
like
they
hav
e th
e ab
ility
to d
evel
op h
ere.
We’
re n
ot fo
rgiv
ing
enou
gh.
Som
e pe
ople
wor
k re
ally
har
d.
We
don’
t hav
e a
lot o
f rig
or.
Peop
le h
ave
a se
nse
of p
ower
less
ness
.
They
don’t
shar
e.
Over 5
0 wearin
g Dockers
There is a great sense of community here.
Someday i want to run this company.
People are still excited about the equity of the brand.
I’m thrilled.
R&D under Tim
We’re very attractive to work with because we’re pioneering in a whole new world.
There are no assholes here.
I’m very fortunate to work here.
John Murphy sees the light in it.
I love being able to come in here.
I’ve been given a voice and a level of trust and appreciation and value.
i love this place. I love who I work with. I have a lot of fun. I like what i do. I’m here because 7G is what it is.
There is an expectation here that we will do the right thing, and there is never a penalty for that.
The GIVE - proposition is still right on.The vast majority of people are here for something more than a paycheck.
Marketing is starting to work really well.People want to be here.
Roll-up strategy
@cherylheller dsi.sva.edu
William Easterly @cherylheller dsi.sva.edu
6. Disruptive innovation crosses
boundaries.
@cherylheller dsi.sva.edu
@cherylheller dsi.sva.edu
7. Stories are real.
@cherylheller dsi.sva.edu
27@svadsi @cherylheller
8. Creativity is bigger than innovation.
Design is more than thinking.
@cherylheller @svadsi@cherylheller dsi.sva.edu
56
What we didStand up.
Organize around an issue
Put up a flag
Say why you care
Draw your greatest hopes and fears
Map your assets
Write your shared vision.
Draw your strategy for getting to that vision.
Everyone, commit to something.
DSIDesign for Social Innovation
57
What we didn’t doWork as individuals. (Be who you need to be but work as a group)
Work in silos (shared vision)
Focus on problems
Laws vs accountability
Heroes vs citizens
Context vs culture
DSIDesign for Social Innovation
@ SVADSI @Cheryl Heller
Co-creation
See, Map
ObserveInquireExploreConnect
Envision
PlayCreateExperimentDefine
Strategize,PrototypeTestMeasureAccelerateImplement
Engage,AmplifyAttractAdaptEvaluateTeach
DSIDesign for Social Innovation
H
“You must forgive me, my dear friend. I’m a lover of learning, and trees and open country won’t teach me anything, whereas men in the town do.”
Socrates
62
Thank you. Anything else you want to know?
@cherylheller @svadsi
DSIDesign for Social Innovation
63
Join us. Thank you.
@cherylheller @svadsi
DSIDesign for Social Innovation