Multi-LEVEL GAMES +

Multi-FACETED Design CHALLENGES

Framing Presentation for #Innochat, 7 April 2011Julian Keith Loren

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 2Julian Keith Loren, Innovation Management Institute.

NOT SO LONG AGO, OR FAR AWAY …

OUR NEW PRODUCT IS READY!

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 3Julian Keith Loren, Innovation Management Institute.

NOT SO LONG AGO, OR FAR AWAY …

OUR NEW PRODUCT IS READY!

UniqueVALUEProposition

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 4Julian Keith Loren, Innovation Management Institute.

NOT SO LONG AGO, OR FAR AWAY …

OUR NEW PRODUCT IS READY!

ARMOROF PATENTProtection

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 5Julian Keith Loren, Innovation Management Institute.

AND FOR MANY SUBSEQUENT YEARS …

LOOK AT ALL OF THE MONEY OUR PRODUCT IS Bringing US!

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 6Julian Keith Loren, Innovation Management Institute.

WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 7Julian Keith Loren, Innovation Management Institute.

NO RULES IN Brainstorming Sessions!

WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 8Julian Keith Loren, Innovation Management Institute.

RESERVE JUDGMENT + PROTOTYPE Quickly!

WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,YOU SUMMONED MR. PRODUCT-Design-Thinker.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 9Julian Keith Loren, Innovation Management Institute.

BUT THE WORLD HAS CHANGED …

NEW PRODUCTWith uniqueVALUEPropositionAND SpiffyPATENT ARMOR …

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 10Julian Keith Loren, Innovation Management Institute.

… ENCOUNTERS THREE GIANTS

glo

balizat

ion

Co

ntr

act

manufa

ctu

ring

Mo

ore

’s la

w

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 11Julian Keith Loren, Innovation Management Institute.

IF THERE’S ANY MONEY TO BE MADE, THE THREE GIANTS Will SPEW OUT Substitute or superior PRODUCTS Within MONTHS

Glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

Mo

ore

’s la

w

OH,CRUMBS!

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 12Julian Keith Loren, Innovation Management Institute.

IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART Shield.

glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

MO

ORE

’S LA

W

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 13Julian Keith Loren, Innovation Management Institute.

IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.

MO

ORE

’S LA

W

glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 14Julian Keith Loren, Innovation Management Institute.

IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.

MO

ORE

’S LA

W

glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 15Julian Keith Loren, Innovation Management Institute.

IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.

MO

ORE

’S LA

W

GREAT IF IT INCLUDESWOULD-BE competitors

glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 16Julian Keith Loren, Innovation Management Institute.

IN ORDER TO THWART THE 3 GIANTS, YOU NEED A 4-PART shield.

MO

ORE

’S LA

W

glo

baliza

tio

n

Contr

act

man

ufac

turi

ng

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 17Julian Keith Loren, Innovation Management Institute.

THESE 4 ELEMENTS ARE Difficult TO COPY,

The“SUPER-SYSTEM”

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 18Julian Keith Loren, Innovation Management Institute.

THESE 4 ELEMENTS ARE Difficult TO COPY,BUT THEY’RE ALSO DIffIcult TO DesIgn.

The“SUPER-SYSTEM”

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 19Julian Keith Loren, Innovation Management Institute.

SO YOU CALL MS. Systems-design-thinker.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 20Julian Keith Loren, Innovation Management Institute.

SO YOU CALL MS. SYSTEMS-Design-thinker.

WE NEED escalating critique.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 21Julian Keith Loren, Innovation Management Institute.

SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.

LET’S UNCOVER ALL OF THE ConstraInts.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 22Julian Keith Loren, Innovation Management Institute.

SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.

Prototyping gives us little subsystem insights (but doing too much of it too early can mislead us).WE NEED to cautiously move towards Multiple, coordinated pilot PROGRAMS.

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 23Julian Keith Loren, Innovation Management Institute.

HOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS?

?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 24Julian Keith Loren, Innovation Management Institute.

I’m GoIng to CREATE Multi-LEVEL Design GAMEs.

HOW Will MS. SYSTEMS-Design-thinkerLEAD A diverse TEAM THROUGH This Design PROCESS?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 25Julian Keith Loren, Innovation Management Institute.

multi-level GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 26Julian Keith Loren, Innovation Management Institute.

Multi-LEVEL GAMES? WHY?

HERE’S REASON #1

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 27Julian Keith Loren, Innovation Management Institute.

Multi-LEVEL GAMES? WHY?

HERE’S REASON #1

Outside of game

Complexity+ Ambiguity

= UGH!

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 28Julian Keith Loren, Innovation Management Institute.

HERE’S REASON #1

Outside of game

Complexity+ Ambiguity

= UGH!

Inside of game

Complexity+ Ambiguity

= FUN!

VS.

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 29Julian Keith Loren, Innovation Management Institute.

HERE’S REASON #1

Outside of game

Complexity+ Ambiguity

= UGH!

Inside of game

Complexity+ Ambiguity

= FUN!

VS.

#Innochat question 1:When does a challenging design game stop being fun? how do we maintain engagement + drive great co-design?

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 30Julian Keith Loren, Innovation Management Institute.

REASON #2I need a cross-functIonal desIgn team…

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 31Julian Keith Loren, Innovation Management Institute.

REASON #2I need a cross-functIonal desIgn team…

Outside of game

there are big communication

gaps

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 32Julian Keith Loren, Innovation Management Institute.

Outside of game

there are big communication

gaps

inside of gameVS.

REASON #2I need a cross-functIonal desIgn team…

I can createA shared “language”

+ toolset

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 33Julian Keith Loren, Innovation Management Institute.

Outside of game

there are big communication

gaps

#Innochat question 2:What opportunities + challenges do you see for creating + introducing discipline-bridging terms + tools?

inside of game

I can createA shared “language”

+ toolset

VS.

REASON #2I need a cross-functIonal desIgn team…

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 34Julian Keith Loren, Innovation Management Institute.

REASON #3We have to move through many levels of design

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 35Julian Keith Loren, Innovation Management Institute.

Outside of game

It’s hard to Enforce “DesIgn

Scope”

REASON #3We have to move through many levels of design

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 36Julian Keith Loren, Innovation Management Institute.

Outside of game

It’s hard to Enforce “DesIgn

Scope”

REASON #3We have to move through many levels of design

ONE desIgn “LENS” or process often bleeds

into another leading to flawed design.

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 37Julian Keith Loren, Innovation Management Institute.

Outside of game

It’s hard to Enforce “DesIgn

Scope”

inside of game

Everyone expectsRules to changeLevel to level

VS.

REASON #3We have to move through many levels of design

Multi-LEVEL GAMES? WHY?

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 38Julian Keith Loren, Innovation Management Institute.

Outside of game

It’s hard to Enforce “DesIgn

Scope”

inside of gameVS.

REASON #3We have to move through many levels of design

And they expect to be penalized if they don’t

comply!

Multi-LEVEL GAMES? WHY?

Everyone expectsRules to changeLevel to level

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 39Julian Keith Loren, Innovation Management Institute.

Outside of game

It’s hard to Enforce “DesIgn

Scope”

#Innochat question 3:Which discreet design exercises need to be isolated during super-system(Biz Model + Ecosystem + Org Model + Image Model)

design? Which ones are good to combine?

inside of gameVS.

REASON #3We have to move through many levels of design

Multi-LEVEL GAMES? WHY?

Everyone expectsRules to changeLevel to level

Multi-level GAMES + Multi-faceted Design CHALLENGES

4/7/2011 40Julian Keith Loren, Innovation Management Institute.

Thank YOU!Looking forward to The conversation!

For great weekly innovation conversations see http://innochat.com

Contact Details:Julian Keith Loren@jklorenjkl@innomgmt.com

Public Multi-Level Design Games:http://www.innomgmt.com/events.html

For Private Multi-Level Design Games: jkl@innoh.com