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The outline presentation for a talk I gave at a Design Thinking Conclave in Lavasa, near Pune. The conclave was organized by MIT Institute of Design (http://www.mitid.edu.in/) to restructure their Design Management curriculum. Other speakers included Design Professors and Professionals from Consulting and Design Firms with Phds and Masters Degrees in design. I was the odd one out! :-) Friday, March 12, 2009
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A SPLASH OF CYNICISMWhat is all this hype about
“design thinking?”
HARVARD BUSINESS SCHOOL was recently named one of the TOP 10 DESIGN SCHOOLS by BusinessWeek
Roger Martin’s “DESIGN OF BUSINESS” is probably the most talked about Design Book of last year
Every DESIGN SCHOOL wants to launch a MANAGEMENT course
*Business Schools in India haven’t caught up with their own DESIGN courses yet!
Yet, a “DESIGN MANAGEMENT”
student recently told me that she’d
learnt how to “MANAGE DESIGNERS”
and she can “Understand them better”!
DESIGNERS are HUMAN
They don’t think differently,
they think DIFFERENT things
How can I make this look better?
How can I make it easier to use?
How can I make this less cluttered?
The current curriculum is designed to
make Designers into pseudo-MBAs and
everyone else into pseudo-designers.
NEITHER IS A GOOD IDEA.
“DESIGN THINKING”
IS TOO ABSTRACTWhat are its practical applications? Service Design? Experience Design? Product Innovation? Designing Business Models? Retail Design?
What do WALL CLOCKS and FLOOR TILES have in common?
An UNEDUCATED BUSINESSMAN
from Gujarat knows the answer...
*But he’ll laugh you out of his factory if you harass him with “Design Thinking” Jargon!
STRATEGIC DESIGN
CREATIVE LEAPSRIGHT-BRAINED
PROBLEM SOLVING METHODS
HUMAN CENTERED
EMPATHY ECONOMY
INTEGRATIVE THIINKING
GO EASY ON THE
JARGON!
DISTRIBUTED DESIGN MANAGEMEENT
SENSORY BRANDING
DESIGN VISIONARIES
DESIGN MANAGEMENT
DESIGN ROI
DESIGN MINDEDDESIGN
RESEARCH
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
PRACTICE
Innovation cannot be learnt in a classroom,ONLY BY
A MODEL FOR TEACHING
Design Thinking and InnovationA not-for-profit organization that brings professionals from technology, design, marketing, academics... and asks them to develop a business prototype over a weekend
Make teams of 5 STUDENTS
from different disciplines and make
them work on a REAL BUSINESS
EVERY WEEK, followed by
A WEEK IN THE CLASSROOM
where the Professor analyses
their progress and teaches the
part of the subject relevant to
their business stage. THAT’S IT.
