designing business 2016

Prof. Dr. Jurgen Faust President macromedia university

Business Design TAISI Conference India, 2016

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Management

Arts, Design and Digital Arts

Management

Business/Management

Management

Media and Business

Select schools across subject groups

Management

Generalist

Source: Management

Management

Fashion

Leading European post-secondary education Galileo Global Education has about 40 000 students In Germany, France, Italy, Mexico with campus in more then 40 cities

Macromedia University has 2500 students in the cities:

Berlin, Hamburg, Cologne, Stuttgart, Freiburg and Munich

Taisi Conference 2016

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Creativity – Design - Thinking


Creativity

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difference: you are thinking, or the world is thinking you

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Two issues:

Design and Business


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What is Design?


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collect statements

14 Taisi Conference 2016

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According to Foucault (1972: 100)

“..the statement is a “special mode of existence” which enables “groups of signs to exist, and enables rules or

forms to become manifest”


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Discourse:

... a discourse is a corpus of ‚statements‘ whose organization is regular and systematic.

And knowing

… the rules of production of statements

... the identification of rules that delimit the say-able (never rules of closure)

.... the identification of rules that create the spaces in which new statements can be made

... the identification of rules that ensure that a practice is material and discursive at the same time

(Kendall, Gavin, and Gary Wickham. Using Foucault's methods. Sage, 1998.)


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What is Design?

Prof. Dr. Jurgen Faust, PhD, Design Thinking for Public Good

realization of a concept or idea into a configuration, drawing, model, mould, pattern, plan or specification


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In some cases, the direct construction of an object (as in pottery, engineering, management, coding, and graphic design) is also considered to be design. ��https://en.wikipedia.org/wiki/Design


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Thus "design" may be a substantive referring to a categorical abstraction of a created thing or things https://en.wikipedia.org/wiki/Design



to plan and fashion artistically or skillfully to intend for a definite purpose to form or conceive in the mind



Design is not just what it looks like and feels like. Design is how it works.



to make drawings, preliminary sketches, or plans.


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Discursive designing:

Collect statements, define the rules to order them

and put them in order...


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Design:

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archaic

function task object action How it works

Concept or idea

Most useful X

Least damaging X Most comprehensive

X


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‚Everyone designs who devises courses of action aimed at changing existing

situations into preferred ones.‘ 25

One of the most comprehensive statements:


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discursive acting =

designing


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Designing the concept of design!

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Discursive acting is not only based on text, it is texture...


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Discursive action:

‘In analyzing a painting, one can reconstitute the latent discourse of the painter; one can try to recapture the murmur of his intentions, which are not transcribed into words, but into lines, surfaces, and colors; one can try to uncover the implicit

philosophy that is supposed to form his view of the world. (Foucault, 1972)

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Discursive action:



Discursive action!



Designing:

Understand ideate (select) prototype (select) produce



Designing:



Designing: what happens if the artefacts are non-physical?


a representational system



The Semiotics triangle doesn‘t change if we design physical artefacts or conceptual artefacts

(Thought)

Apple /ˈæ.pəәl/ सेब


The Semiotics triangle doesn‘t change if we design physical artefacts or conceptual artefacts

(Thought)

Apple /ˈæ.pəәl/ सेब

(service) (organization)


Designing and Design Thinking is the same!!!!!


a representational system

Services

Organization

Business


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...design is turning documents into monuments

(Rajchman 1988)


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Designing organisations:



EMPATHIZE

UNDERSTAND

DEFINE

IDEATE

PROTOTYPE

TEST


Discursive acting/designing process:

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What is business?

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Discursive designing:

Collect statements, define the rules to order them

and put them in order...


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Business:

-  A business, also known as an enterprise, or a firm, is an organizational entity involved in the provision of goods and services to consumers.

-  Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New Jersey 07458: Pearson Prentice Hall. p. 29.

-  ... a commercial enterprise or establishment that trades in goods or services…

-  (Wikipedia)


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Business (ethymological)

-  Old English bisignes (Northumbrian) "care, anxiety, occupation," from bisig "careful, anxious, busy, occupied, diligent" (see busy (adj.)) + -ness. Middle English sense of "state of being much occupied or engaged" (mid-14c.) is obsolete, replaced by busyness.

(Dictionary.com)


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-  Sense of "a person's work, occupation" is first recorded late 14c. (in late Old English bisig (adj.) appears as a noun with the sense "occupation, state of employment"). Meaning "what one is about at the moment" is from 1590s. Sense of "trade, commercial engagements" is first attested 1727. In 17c. it also could mean "sexual intercourse." Modern two-syllable pronunciation is 17c.

(Dictionary.com)


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-  Business card first attested 1840; business letter from 1766. Business end "the practical or effective part" (of something) is American English, by 1874. Phrase business as usual attested from 1865. To mean business "be intent on serious action" is from 1856. To mind (one's) own business is from 1620s. Johnson's dictionary also has busiless "At leisure; without business; unemployed.“

(Dictionary.com)


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archaic : purposeful activity : busyness

an immediate task or objective

mission <what is your business here>


Business

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personal concern <none of your business>

serious activity requiring time and effort <got down to business>

A bowel movement —used especially of animals pets


Business

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A business is a basic human purposeful activity, often engaged in as a means of

livelihood


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Discursive action:

Design is turning documents into monuments,

as discursive actions turns textual matter into theory


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In the fourth order design arena you need to create models (systems)


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Business can only be determined by models!

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Business can only by designed by models!


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Business models:

“A business (model) really is a system where one element influences the other; it only makes sense as a whole.

Capturing that big picture without visualizing it is difficult. In

fact, by visually depicting a business model, one turns its tacit assumptions into explicit information.

This makes the model tangible and allows for clearer

discussions and changes. Visual techniques give “life” to a business model and facilitate co-creation.”

― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers


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Business models: They are about identifying customers and competitors, their values and behavior. They are about technology and its dynamics, about a company’s strengths and weaknesses. (Drucker1994) “A business model consists of four interlocking elements (customer value, proposition, profit formula, key processes) that taken together create and deliver value” (Johnson 2010).


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Business models taxonomy:


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Business models:


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Designing Business(models):

All designing is modeling, creating models

Models are inventions what is and what will be out there (world)

Models never describe the entire thing and are defined by their limitations

Designing business models start with the definition of purpose

We can design whatever we think belongs to the business

Nothing is given, everything can be designed, because business is an artifact, it is artificial


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What can be designed in such a ‚business‘ model:


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but we will never see and design the whole… it is a wicked problem



discourse documents monuments

Designing Business can be done ... as well in teams

decisions


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Sources:

(M. Foucault (1969). L'Archéologie du savoir. Paris: Éditions Gallimard).

(Foucault 1983, p.186).

(Gravelle and Rees)

(Nigel Cross (2008), p.100).

― Alexander Osterwalder, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

(Rajchman 1988)

Sullivan, Arthur; Steven M. Sheffrin (2003). Economics: Principles in action. Upper Saddle River, New Jersey 07458: Pearson Prentice Hall. p. 29.

(Miriam Webster online)


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