Published on February 27, 2014
The New Design And why it’s the best tool for innovation at scale.
The New Design Our understanding of design has traveled far from a form-giving and styling skillset to become a strategic business tool, and now, a process for conceiving, carrying out and conveying meaningful social change. Design is a verb, an activity with intent and impact, resources and constraints, actors and audiences. And it requires leadership at every stage.
“As homo sapiens’s entry in any intergalactic design competition, industrial civilization would be tossed out at the qualifying round.” David Orr
i The traditional designer is an individual creator. Think Raymond Loewy, Frank Lloyd Wright, Paul Rand, Bucky Fuller @cherylheller dsi.sva.edu
The creative output we recognize and reward is the product of individual vision. 3 @cherylheller @svadsi @cherylheller dsi.sva.edu
i This won’t work. iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiii @cherylheller dsi.sva.edu
iiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiii We need to evolve from creators to creative transformers, from authors to partners. @cherylheller dsi.sva.edu
The new design emerges from what from what Paul Hawkins has called the “largest movement on earth”:
Inside communities and at a systems level, the new design re-imagines and reinvigorates human resources. @cherylheller dsi.sva.edu
It requires new skills and knowledge Traditional design skills: Social design skills: Skills common to all effective social impact participants Visualizing Critique Form giving Interaction design Project management Identity Development (visual) Mapping Storytelling Iteration/Prototyping Communication Persuasion Research Ethnographic methods Innovation Critical thinking Writing Cross-disciplinary problem solving Project Management Identity Development (systemic) Documentation Synthesis/analysis Facilitation Relationship building Sympathy (listening) Humility Partnering Collaboration Entrepreneurship Theory of Change Negotiation Leadership Systems thinking Contextualizing Prioritization Discipline Financial management @cherylheller dsi.sva.edu
It requires the skills of leadership Social design skills: Mapping Storytelling Iteration/Prototyping Communication Persuasion Research Ethnographic methods Innovation Critical thinking Writing Cross-disciplinary problem solving Project Management Identity Development (systemic) Documentation Synthesis/analysis Facilitation Skills common to all effective social impact participants Relationship building Sympathy (listening) Humility Partnering Collaboration Entrepreneurship Theory of Change Negotiation Leadership Systems thinking Contextualizing Prioritization Discipline Financial management @cherylheller dsi.sva.edu
It requires seeing reality from multiple perspectives. You. End-users. Your client, sponsor. All other affected audiences, stakeholders. @cherylheller dsi.sva.edu
The way it works: @cherylheller dsi.sva.edu
1. Identity is destiny. @cherylheller dsi.sva.edu
2. Communication is the basis of all relationships and relationships are the beginning and end of life.
Visionary Leader Identity Idea Character Resources Principles Destiny Idea Attract Connect Inspire Engage Promise Entrepreneur Organize Strategize Teach Demonstrate Relationships Changemaker Motivate Disseminate Transform Impact
DSI Design for Social Innovation In the collective, leadership is more important than ever. February 12, 1809 22
DSI Design for Social Innovation DEFINITION 1. Deﬁnition. Rectify the language Deﬁne the vision Brand promise Name UNDERSTANDING 2. Understanding. Allow the brand promise to dictate behavior Audit communications and experience Make your case ENGAGEMENT 3. Engagement. Find the emotion Make it participatory Make sure it’s true Execute last and less 23
3. Creativity is collective.
Engaging a whole city in changing its future. 15
4.Playing is engaging. @cherylheller dsi.sva.edu
@svadsi 17 @cherylheller
5.The invisibles drive change. @cherylheller dsi.sva.edu
isions g dec Circum ventin habit. Yeah that’s a good one. They don’t share. ow who we are. We don’t really kn I lov e be Th e GI There are no assholes here. VE in h ugh. ere. me thro action d oesn’t c o ome &D le. imperatives. ned we’r e losing the cultu re. I still marvel that we run at all. n bee Are we just becoming a conventional company? e giv ea n oic av People have a sense of powerlessness. the ability to develop here. People don’t feel like they have We’re no t as g nd v a le Not much transference takes place. lly hard. ple work rea e alu nd el o o NoSome pe one p ays at tentio n to w We’ve hat’s g hired oing o levels n. of ma nagem Th ent no is w that pla hires c ompe ce tence is . wh ac ke d. Some o f us be lieve, a nd othe rs inter view w e ll. Absolutely two 7th realities. uld be. We’re not as nimble as we sho We s ood at w ay th hat we do ey no or as big wm as we thin k we are. ore than we u sed t o. I’m sadd e cisions and don’ t stick I am stunned that there are healthy people at 7g who use the to them when they are elevator. ed to making de m Ti People aren’t us er wonder. to think and We’ve hired the wrong people. the freedom We’re so internally foc ave 7G use used we sometimes d to h we lose sight of the reality of our externa l. d un They made a rule that you can’t wear jeans when the investors are here. I’m thrilled. R We’re not for GIVE is Halferee clearly a disc diff th nt, giving onnect there. compa enoug ny love h. s it wh en we We say we ’re want t not o be a col billion. lab ora ting . We don’t have a lot of rigor. The new people add a lot more va lue than the peop le who have been here a whi but the to c ge a lot able out chan We just can’t get out of our own way. We h ave a lot of pe ople of ye sterd ay. We’re becoming competent at being conventional. ing We talk ab -p I’ve John Murphy sees the light in it. ro po There is a great sense of community here. i love this place. People are still excited about the equity of the brand. I love who I w sit ork with. I ha io ve a lot of fu n n. I like what I’m here because 7G is what it is. is i do. st s ill er rig well. ck g to work really tin ht People want to be here. ere. Do Marketing is star on rk h g . o wo The vast majority of in te t r people are here for so una to mething more than a fortSomeday i wantea run this company. paycheck. w very 0 that. I’m enalty for r5 never a p ere is ve g, and th O Cy l do the right thin e wili n ere that w cs ctation h w world. n expe a whole ne ere is a Th ioneering in se we’re p with becau ve to work attracti We’re very It’s hard to make a link between the business and those global ltural is a cu Roll-up strategy f ta trus a eci ppr atio @cherylheller n v and . dsi.sva.edu
William Easterly @cherylheller dsi.sva.edu
6. Disruptive innovation crosses boundaries. @cherylheller dsi.sva.edu
7. Stories are real. @cherylheller dsi.sva.edu
@svadsi 27 @cherylheller
8. Creativity is bigger than innovation. Design is more than thinking. @cherylheller @svadsi @cherylheller dsi.sva.edu
DSI Design for Social Innovation What we did Stand up. Organize around an issue Put up a flag Say why you care Draw your greatest hopes and fears Map your assets Write your shared vision. Draw your strategy for getting to that vision. Everyone, commit to something. 56
DSI Design for Social Innovation What we didn’t do Work as individuals. (Be who you need to be but work as a group) Work in silos (shared vision) Focus on problems Laws vs accountability Heroes vs citizens Context vs culture 57
DSI Design for Social Innovation Co-creation See, Map Envision Observe Inquire Explore Connect Play Create Experiment Deﬁne Strategize, Prototype Test Measure Accelerate Implement Engage, Amplify Attract Adapt Evaluate Teach @ SVADSI @Cheryl Heller
H “You must forgive me, my dear friend. I’m a lover of learning, and trees and open country won’t teach me anything, whereas men in the town do.” Socrates
Thank you. Anything else you want to know? DSI Design for Social Innovation @cherylheller 62 @svadsi
Join us. Thank you. DSI Design for Social Innovation @cherylheller 63 @svadsi
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