- Innovation begins
with an eye — Identifying innovation opportunities by watching
real people in real-life settings and understanding their latent human
needs. - Prototyping
is the language of innovation — Sustaining a culture of continuous
innovation, not by aiming for perfection the first time but by creating
lots of rapid prototypes, and building on many small failures to ultimately
reach a market success. - Verbs not nouns
— Building brand loyalty and creating market 'buzz' by designing
great customer experiences. - Being a visionary
by living the future — Informing short-term decision-making
by having a long-term point-of-view on technology and market developments. - Space is the
final frontier — Using the physical office environment as a
tool to shape the attitude and behaviour and performance of your creative
team.
This seminar begins
with an introduction, a 22-minute Nightline episode called 'The
Deep Dive' that provides a mini case study of how IDEO works (which
is also the basis for a Harvard Business School case on IDEO).
Tom then highlights
the lessons IDEO has derived from working with its worldwide clients on
over 3,000 innovation programmes. The segment focuses on how brands are
best promoted in the long run by creating authentic brand experiences.
Tom will focus on
five subject areas:
Then Tom leads the
group in an IDEO exercise known as 'Whose Life', aimed at illustrating
the power of empathic design through observations of customers in their
home settings.