agile imagination

agile IMAGINATION

Professor Andy DongWarren Centre Chair for Engineering Innovation and ARC Future FellowFaculty of Engineering & Information TechnologiesUniversity of SydneyE: andy.dong@sydney.edu.au

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