Magic or Muscle?Creativity & innovation through the lens of design.

Zurich, October 2017FA B I O S E R G I O | I M C .1 8 AT H E N S | D E C E M B E R 2 0 1 8

Obligatory consultant doomsday opening to communicate a sense or urgency.

T H E E N D I S N I G H , K I N D O F

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A L L WATC H E D OV E R B Y M AC H I N E S O F L OV I N G G R AC E

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S N E A K Y R O B OT S T R Y I N G TO H I D E

Slaves to the algorithmAs we become reliant on algorithm-driven services, they will act as gatekeepers that mediate

the relationship between brands and consumers.

FJ O R D 2 0 1 8 T R E N D S

A new commerce channel: 20% have asked Alexa to make a purchase on their behalf

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If there is no longer a physical place where a brand might exist and come to life for consumers, how will brands connect with shoppers?

FJ O R D 2 0 1 8 T R E N D S

Don’t you know? Talking about the revolution.

W H Y D E S I G N N O W

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U N P R E C E D E N T E D R AT E O F C H A N G E

The pace of change will never be as slow as it is today.”

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M a t t h e w B i s h o p

D E S I G N I N G F O R H U M A N I M PAC T

Technology changes fast, people don’t.

DESIGN• HUMANS AT THE HEART

B E T H E H O P E N OT T H E F E A R

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

No, not this type of design.

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Designing services in ecosystemswith exponential complexity is hard.

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

EQX 2017

The design spectrum.

R I G O R O U S , U N O R T H O D OX

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Art asks questions, technology creates new opportunities, design provides solutions.”

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

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J o h n M a e d a

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Form follows function. emotion. value.

D E S I G N H I S TO R Y 1 0 1

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Design-driven companies have shown a 10-year shareholder return of 211% over that of the S&P 500 index from 2004-2015. Source: DMI

Design is strategy.

B E L I E V E T H E H Y P E

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T H E R U L E O F T H R E E

Doing, Thinking, Culture.

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Creative problem solving.

D E S I G N D O I N G

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D E S I G N D O I N G

W H Y D E S I G N N O W ?

Software is eating the world.

Living services.

W H Y D E S I G N N O W ?

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T H E R U L E O F T H R E E

Doing, Thinking, Culture.

D E S I G N T H I N K I N G

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D E S I G N T H I N K I N G

IMMERSION IDEATION PROTOTYPING TESTING

D E S I G N T H I N K I N G

Human centered innovation.

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T H E R U L E O F T H R E E

Doing, Thinking, Culture.

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The creative organisation.

D E S I G N C U LT U R E

D E S I G N C U LT U R E

Creativity is not a switch.

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Everybody wants to be like Apple, but they’ve been design-led for 30 years.”

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

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J o h n M a e d a

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D E S I G N C U LT U R E

Outstanding employee experiences

Improving the way people work, including their tools, flow and process. It’s all about a consumer-grade design approach for colleagues.

Customer-centric approaches and organizational structures

Helping rewire organizations to be customer first. This includes looking at digital design accelerators, customer experience North Stars, refreshed operating models and strategies to put the customer at the heart of the organization.

To unlock the power of digital, organizations need to rewire with humans at the heart.

Culture that encourages innovation at every level

The cultures and behaviours  that encourage  personality, instinct, relationships  and craft. This often requires organizational change, leadership development, and design from within.

B E C O M I N G A

L I V I NG B U S I N E S S

D E S I G N C U LT U R E

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D E S I G N C U LT U R E

Relationships

Craft

Instinct

Personality

PersonalityThe behaviors, beliefs, and values that shape the experience of your company. The core purpose and mission that directs the whole organization's activities.

InstinctThe internal wiring of the organization that empowers people to operate and make decisions autonomously; this increases the speed of change and innovation.

CraftThe essence of what your business does, and what each person within the business contributes. It’s about the combination of skills that make its offering unique.

RelationshipsThe strength of the relationships within your business’s ecosystem; including each colleague, customer, partner, and wider society.

4 vital signs of a Living Business.

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D E S I G N C U LT U R E

Globally, large organizations are attempting a transformation of their businesses. Often putting people-first and design at the heart.

From these dozens of organizations and transformation programs we’ve experienced, we have identified 8 consistent and common entry points, which can be accessed in any order. They are triggers to transformation in your organization.

Spark

Split

Reflect

IllustrateSprint

Partner

Nurture

Infect

LB Audit

Human-Centered Transformation

8 doors to becoming a Living Business.

• Smart small by identifying a risk-free part of your business, ready for change.

• Test and iterate until you find a model that works for you.

• Audit the wider business to assess your Vital Signs

• Infect the rest of the business.

• Start big. Consider corporate strategy from the get-go.

• Organization wide, inside and outside. • The process should start with an audit

to measure your scores on the Vital Signs.

• This is the route when big change is needed quick.

• Start with any intervention and follow the business currents.

• Transform your organization one step at a time.

• Audit your business as you go, to identify focus areas and provoke change.

The Infectious Spiral

The Wholesale Rewire

The Serendipitous Leap

D E S I G N C U LT U R E

3 routes to becoming a Living Business.

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D E S I G N C U LT U R E , S T E P P I N G S TO N E S

Do it for me.

Learn by doing.

Help me do it.

Help me rewire the entire

organization

CU

LTU

RA

L C

HA

NG

E

DEVELOPMENT OF DESIGN CAPABILITIES

FJORD WITHIN

DESIGN BOOTCAMP

SETTING UP SHOP

LIVING BUSINESS

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C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

Doing, Thinking, Culture. As one.

Strategy as a creative act.

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

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Cultures of adaptation, cultures of imagination.

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G N

Calculated risks.

L E A P S , FA I T H

M O O N S H OT S , L I T E R A L LY

What’s the business case for landing a rocket on a barge in the middle of the ocean?

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Design is about prediction, not projection.

I N OT H E R W O R D S …

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B AC K TO R O B OT S …

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I N OT H E R W O R D S …

For generations we have taught humans to understand technology. In the future we will teach technology how to understand us.”

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Lorna Ross

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Design is strategy for unpredictable times.

I N OT H E R W O R D S S T I L L …

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Unprecedented rate of change. Liquid Customer Expectations. Living Services. Living Business.

What culture are you shaping?

C R E AT I V I T Y T H R O U G H T H E L E N S O F D E S I G ND E S I G N D O I N G, T H I N K I N G, C U LT U R E

Thank You!

Zurich, October 2017FA B I O. S E R G I O @ FJ O R D N E T.C O M | @ F R E E G O R I F E R O