BUILDING YOUR
PROBLEM SOLVING TOOLKITPROBLEM SOLVING TOOLKIT
AUDREY CARR
DIGITAL STRATEGY DIRECTOR, LEO BURNETT TORONTO
ABOUT ME
// WEB DESIGNER
// INFORMATION ARCHITECT
// DIGITAL STRATEGIST
// CRITICAL MASS
// ORGANIC// ORGANIC
// LEO BURNETT
// USER-CENTERED DESIGN
// DESIGN THINKING
// CREATIVE PROBLEM SOLVER
Technology is a big destroyer of
emotion and truth. Technology
doesn’t do anything for creativity.
Yeah it makes things easier, you
can get home sooner, but it can get home sooner, but it
doesn’t make you a more
creative person. That’s the
disease you have to fight in any
creative field: ease of use.
- Jack White. It Might Get Loud
PROCESS?PROCESS?
WHAT IS THE REAL
PROBLEM?
Dan Roam: The Back of the Napkin
METHODS!METHODS!
IDENTIFY YOURPROBLEM SOLVING
STYLESTYLE
UNDERSTANDYOUR CLIENT’SYOUR CLIENT’S
BUSINESS
VISUALIZE THE PROBLEM
THINK ABOUT ECOSYSTEMS
THINK DIFFERENT
UNCOVERYOUR BRANDYOUR BRAND
POINT OF VIEW
FIVE QUESTIONS TO KICK- START
YOUR DISCOVERY
1. HOW HAVE PEOPLE’S BEHAVIOURS CHANGED?
2. MORE IMPORTANTLY, WHY? WHAT CULTURAL TRENDS ARE
INFLUENCING THEIR ATTITUDES AND BEHAVIOURS?
3. WHY WAS THE BRAND CREATED? WHAT TRUTHS SHOULD BE INCLUDED
IN THE BRAND’S MISSION STATEMENT?IN THE BRAND’S MISSION STATEMENT?
4. WHAT DOES THE BRAND STAND FOR? BELIEVE IN?
5. WHAT WOULD HAPPEN IF THE BRAND DISAPPEARED TOMORROW?
GET
DIRTY!DIRTY!
GETTING UP CLOSE & PERSONAL
1. NEVER DO IT ALONE
2. MAKE A PLAN:
• WHO
• WHERE
• HOW
• HOW LONG
• WHEN• WHEN
3. HAVE A HYPOTHESIS
4. ENGAGE ALL THE SENSES
5. PLAN YOUR ROUTE:
• BECOME
• TALK
• DETECT
FINDINGFINDING
YOUR WAY
Making the simple complicated is
commonplace; making the
complicated simple, awesomely complicated simple, awesomely
simple, that's creativity.
- Charles Mingus
WHAT’S IN YOUR TOOLKIT?
RECOMMENDED READING
PROBLEM SOLVING STYLES
• Basadur Creative Problem Solving Profile
• Six Thinking Hats
• 10 Faces of Innovation
BUSINESS PROBLEMS
• Business Model Innovation
• Strategy Maps• Strategy Maps
• The Back of the Napkin
• Zag
• Blue Ocean Strategy
• Re-Imagine
BRAND STRATEGY
• The Brand Gap
• Purpose: The Starting Point of Great Companies
RECOMMENDED READING
RESEARCH
• A Designer’s Research Manual
• How to Be an Explorer of the World
GETTING UNSTUCK
• Unstuck
• Thinkertoys