tadsummit, introduction to design thinking & effectuation
TRANSCRIPT
Introduction to methods and principles of Innovation
for entrepreneurs and INTRApreneurs :
Design Thinking & Effectuation
Philippe Vayssac
Chief Innovation Officer
Groupama Rhône-Alpes Auvergne
« THERE'S NO CHANCE THAT
THE IPHONE IS GOING TO GET
ANY SIGNIFICANT MARKET
SHARE. NO CHANCE »
STEVE BALLMER, MICROSOFT CEO, 2007
3 Three horizons in a company for GROWTH
Value
Time
Existing Business Model
Core business
Optimization Incremental innovation
From 1 to n
New markets Disruptive innovation
Monopoly business
From zero to 1
Staturps’ principles:
. Design Thinking
. Lean Startup
. Effectuation
Create the future
Right brain
Blue Ocean Strategy
Linear analytic methods
Lean management
Outsourcing
IT team
« with less do more »
Marketing focus group
Statistics, forecast, predict future with past
Left brain
This month Next year Maybe in 20 years
20% 70% 10%
Startups’ domain
Design Thinking & Effectuation methods and principles
“Users don’t know what they want and can’t tell you what to make”
Working in the Third horizon - the « blue ocean »
EFFECTUATION
5 PRINCIPLES OF INNOVATION, FOR ENTREPRENEURS AND INTRAPRENEURS
5
SARAS SARASVATHY
What is the entrepreneurship logic [and INTRApreneurship]?
6
Causal Logic t0
t $
FQ => ROI ???
t
tx = Resources (budgets, humans, …)
= delay of the project (tx – t0)
= The Features requested - specifications of the project with a Quality level
$
FQ
t $
FQ
t
Good project Bad project
7
Causal logic Effectual logic
8
Effectual logic t0
t $ t1
t1
Define the « affordable loss »
Take inventory of the means, « Bird-in-hand », « The fridge »
FQ1
t2
?
FQx
t $ tx
Look for partnerships
stakeholders
Build a « Patchwork »
Good or bad surprises, « the lemonade »
9
Causal Logic t0
t $
FQ => ROI ???
t
tx = Resources (budgets, humans, …)
= delay of the project (tx – t0)
= The Features requested - specifications of the project with a Quality level
10
PRINCIPLE #1 :
ENTREPRENEURS START WITH WHAT THEY HAVE ON HAND
“ THE FRIDGE ”
11
PRINCIPLE #2 :
“ AFFORDABLE LOSS ”
12
PRINCIPLE #3 :
“ THE CRAZY PATCHWORK ”
13
PRINCIPLE #4 :
“ LEMONADE ”
14
PRINCIPLE #5 :
“ PILOT IN THE PLANE ”
REMINDER
15
http://bit.ly/EFF_EN
16
17
DESIGN THINKING IS A HUMAN-CENTERED APPROACH TO
INNOVATION
• Empathy: a posture to adopt
• Curiosity: an essential trait of character to innovate
• Observation: a well-posed problem is half solved!
• Not reserved exclusively for large companies or startups
18
IMMERSION & PROTOTYPE
« Build to Think »
« Do immersion/dive » to search « pains »
(Prototype quickly : fab lab)
19
20
The goal
http://www.ufunk.net/design/the-uncomfortable-katerina-kamprani/
« Useful for Human »
The d.school
21
5 PHASES
22
In 2017, Apple is worth more than $ 900 billion on the stock market and has $ 250 billion in cash!
EMPATHIZE
"Immersion"
"The pains",
"The unconscious needs"
Understand and put yourself in the user place
23
• "Extreme" users
• PERSONAs
• The Empathy Card for each persona
24
What does he think and how does he feel?
What does he see? What does he listen?
What does he say and what does he do?
Pains? Desires and needs?
• 38 years old,
• Divorced,
• 2 children,
• Diabetic,
• Social worker,
• Extreme trends in food preparation and consumption,
• Pay attention to his health and that of others
DEFINITION: define the need
Redefine the problem
Identify the objectives to be achieved and target the problem to be solved
Dig the main cause
25
The 5 "WHY" method for identifying the root causes of a problem
Every "why" we remove the layers of symptoms ...
26
IDEATION: search ideas
The "ideal expansion":
• Quantitative VS Qualitative
• Selection of the most promising ideas
27
• Brainstorming and "How could we ..."
• Warm up, the rules of brainstorming
• Eisenhower Matrix
28
C - Criticism is abolished
Q - Quantity is preferred
W - Wacky ideas are welcome
M - Multiply ideas
PROTOTYPE: Prototype the solutions
Bring the idea to life
Generate constructive feedback
“Build to Think"
29
A prototype is:
• A landing page
• A theater play
• An object
• A video…
« quick and dirty »
30
http://bit.ly/exoexpertconcept_FR
TEST: Test the solutions
Use feedbacks
Adapt the innovation
Restart the cycle
I want to sell it
How to produce it?
31
Business Model Canvas
and
Business Plan
32
Designed in Africa to support extreme rural conditions, the “Hippo Roller” makes it easy to carry up to five times more water ...
33 https://obamawhitehouse.archives.gov/blog/2015/09/04/using-human-centered-design-make-government-work-better-and-cost-less
REMINDER
34
http://bit.ly/dschoolDTGEN
THANK YOU
35
http://bit.ly/DTG_EFF_EN
Philippe Vayssac
Chief Innovation Officer
Groupama Rhône-Alpes Auvergne
Books…
37
http://bit.ly/DTGEMLyon