Based on the theory about the difference between left brain and right brain, he explains concisely about the new age, which he called “Conceptual Age”.
Other keywords: Utility & significance Abundance, Asia & Automation Novelty & Nuance High Concept & High touch
Roger Martin, dean of the Rotman School of Management at the University of Toronto, talks about design thinking. He explans integrative thinking as "model creation rather than model choosing, and enphasise the importance of model creation during the time when you loose any reliable model in serious recession.
His book about integrative thinking is the following:
This video is about a design and innovation consultancy, named "Continuum", in the US. One of their staff says, "What customers say is not actually what customers do." This point is similar to the attitude of IDEO to emphasize the importance of observation. They also use kind of rapid prototyping approach.
I would like to introduce some books about this company, but I haven't been able to find them, I'll put the url of the company and introduce IDEO’s book again, because they seem to use the similar approach.
Clayton Christensen’s “Innovator’s Dilemma” must be one of the authorised text books about innovation. Basically this book is more related with technology-based industry, but the main concept of innovation is applicable to design-based innovation.
He shows the concept of two types of innovation, which are sustaining innovation and disruptive innovation. Well-managed company is good at developing sustaining innovation, which can be achieved by following the demand of main customers. On the other hand, disruptive innovation seems to be against the benefit of the main customers and not attractive for large enterprises at all because the market opportunity is very small in the first place. However, it will disrupt the existing market and occupy the main market in the future.
In the book, he says “Disruptive technology should be framed as a marketing challenge, not a technological one”.
Design can contribute to solve the marketing challenge.
This is an interview with A.G. Lafley, Chairman and CEO, Procter & Gamble. In this video, he mentioned how to apply the culture of innovation to organizations. The key points are: 1. First step is customers, understanding customers. 2. Bring the team together and set the basic direction and some simple goal, and make a few choices 3. Very simple process for gathering ideas and converting ideas into basic concept and prototypes. 4. Development and qualification process.
Personally, what is interesting is that the point 2 and 3 seems to be similar to the ideas of hot team and rapid prototyping of IDEO. The different point is that he emphasizes involving consumers into the innovation process.
Now it is available to see the most knowledgable on the internet. As the process of "open innovation", let's take advantage of huge external resources in order to cultivate your creativity.
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