agile imagination
DESCRIPTION
A presentation for the Heads of Innovation Breakfast sponsored by the Smart Services CRC. This presentation describes the concept of agile imagination as creative ideation plus smart selection. By utilising two cognitive strategies associated with design thinking, analogical reasoning and adductive reasoning,TRANSCRIPT
agile IMAGINATION
Professor Andy DongWarren Centre Chair for Engineering Innovation and ARC Future FellowFaculty of Engineering & Information TechnologiesUniversity of SydneyE: [email protected]
agile IMAGINATION
=
+smart SELECTION
creative IDEATION
PERFORM CREATIVITYHow do you
in climates of disruption?
Uncertainty resolution
Producing a novel standpointCome up with a new idea
Will it work
framing
+
=novel framing
analogising
abduction
Seymour Powell works on 'nappy of the future' for Tesco(Design Week, 21/10/2010, Vol. 25, No. 42, p. 4)
GVO’s Framing: Nappies are children’s clothing
Children’s clothing symbolises future success and control
“Is your child still in nappies?”
Analogy = fashion × nappy
Abduction = Children wear nappies as clothes, not as “waste management devices”.
Slide Credit: Michael Barry (GVO/Point Forward)
Results: Created a new product segment
Changed communication
Huggies leapfrogged Proctor & Gamble
$470 million in 1996
Pull-Ups did not cannibalize Kimberly Clark’s large sized nappies
Slide Credit: Michael Barry (GVO/Point Forward)
NEAR(“explain”)
FAR(“ideate”)
INNOVATION PROJECTS?How do you screen
to avoid Type-I and II mistakes?
Type I Type IIreject a good project accept a bad project
Abductive reasoning results in an increased probability of project acceptance.
:: FINDING (RESEARCH) ::
:: IMPLICATION (INDUSTRY) :: Innovation screening committees should produce explanations why and how a product or service could be valuable – i.e., design thinking! What future world best explains the existence of this product or service (then shape that world)? Consider other possible customers, markets, or products flow, and not just the project at hand.
:: RECOMMENDATION :: If you want to choose innovative projects, apply an abductive reasoning frame. Use a more conservative voting rule or opposing cognitive strategies to limit Type-II Errors.
DISRUPTIVE SERVICESWhat do these
have in common?
producer service consumer
Silver Service Taxi Andy
×
×
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agile IMAGINATION
=
+smart SELECTION
creative IDEATION