Strategy by Design: How Design Thinking Builds Opportunities
Tim Brown, President and CEO, IDEO
Wednesday, 19 December 2007 - 7:30 AM Breakfast, 8:00 – 9:00 AM session
Session description
Successful innovations must be desirable to consumers, technically feasible, and viable from a business point of view. But how do you meet these requirements? Tim Brown advocates using the three stages of “design thinking”: inspiration, ideation, and implementation.
For inspiration, innovators must look at the world through the eyes and the ears of users, perhaps studying analogous situations or extreme users to spark a generative process. Ideation, the core of the process, involves prototyping and realistic testing. Implementation begins with storytelling to bring the idea into the world. If a narrative can be developed around an idea, it has the best chance of being understood and implemented.
This briefing is for individuals who want to learn:
- At its heart, design thinking is human-centered, empathetic.
- Its process includes three stages for bringing ideas to life.
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Tim Brown, President and CEO, IDEO
IDEO is a design consultancy firm that contributed to such standard-setting innovations as the first mouse for Apple, the Palm V, and Shimano's new Coasting bike.
In addition to the design of new offerings for the world's leading brands, IDEO's work addresses emerging themes such as sustainability, the design of communities, health and wellness, and enterprise for people in the world's lower income grous.
Tim has led strategic client relationships with such companies as DaimlerChrysler, Microsoft, Motorola, Pepsi, Procter & Gamble, and Steelcase. He has received numerous design awards, and his designs have been exhibited at the Museum of Modern Art in New York, Axis Gallery in Tokyo, and the Design Museum in London.
Mr. Brown is a leading voice on the value of design thinking in business and society. His ideas and experience are widely sought in industry, academia, and the nonprofit community. Tim advises senior executives of Fortune 500 companies on a variety of boards and committees. He serves on the Board of Trustees for both the California College of the Arts and ZeroOne: the Art and Technology Network. Most recently, he joined the Advisory Council of Acumen Fund, a not-for-profit global venture fund focused on improving the lives of the poor.
In 2004, he received an honorary doctor of science degree from Art Center College of Design in Pasadena, California, and in 2005 he was named a visiting professor in design at the University of Northumbria, Newcastle, England.
Tim joined IDEO in 1987 after earning his MA in design from the Royal College of Art in London. He managed IDEO's San Francisco office from 1990 to 1995, and headed IDEO Europe from 1995 to 2000.
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