Good Design is Good Business

7cbd3f5f922d798cc312eaf596de7ae6?s=47 C. Todd Lombardo
September 29, 2015

Good Design is Good Business

Presented in South Africa at an Executive Breakfast on 29-Sept-2015

7cbd3f5f922d798cc312eaf596de7ae6?s=128

C. Todd Lombardo

September 29, 2015
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  1. GOOD DESIGN IS GOOD BUSINESS C.  Todd  Lombardo   Adjunct

     Professor  -­‐  IE  Business  School   Innova9on  Architect  -­‐  Constant  Contact’s  InnoLo=   @iamctodd
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  5. ”WE WEREN’T MBAS, WE WEREN’T TWO PHD STUDENTS FROM STANFORD.

    BEING DESIGNERS THEY THOUGHT WE WERE PEOPLE THAT WORKED FOR PEOPLE THAT RAN COMPANIES. Brian Chesky, Co-Founder Of Airbnb
  6. Source:  @kpcb  @johnmaeda  @jshoee  @wired  #DesignInTech   h<p://www.wired.com/2013/05/accenture-­‐Eord/ 2004  

    Flextronics  acquired  Frog  Design 2011   GlobalLogic  acquired  Method   Facebook  acquired  Sofa Google  acquired  Mike  /  Maaike Accenture  acquired  Fjord   Facebook  acquired  Hot  Studio Google  acquired  Gecko   Capital  One  acquired  AdapRve  Path 2013 2014 2015 Facebook  acquired  Teehan+Lax   Wipro  acquired  DesignIt   McKinsey  acquires  Lunar 2012
  7. Source:  h<p://www.kpcb.com/design venture  capital  firms   invited  designers  onto  

    their  teams—for  the  first   6me—in  the  last  year. 6 27 startups  co-­‐founded   by  designers  +  10   crea6ve  agencies   were  acquired  by  tech   in  the  last  few  years. 5 startups  co-­‐founded   by  designers  have   raised  more  than   $2.75bn
  8. How  do  you  measure  design?

  9. I CAN’T MEASURE THAT STUFF THE DESIGN TEAM DOES. ALL

    I KNOW IS THAT EVERY TIME YOU DO IT, OUR CUSTOMERS SEE AND UNDERSTAND THE DIFFERENCE, AND WE SELL MORE.. THAT’S VALUE. Bob Schwartz, Global Design & UX, GE Healthcare ”
  10. Source:  dmi.org

  11. ”THIRTEEN (10%) OF THE 2014 FORTUNE 125 COMPANIES HAVE EXECUTIVE-LEVEL

    POSITIONS OR CEO SUPPORT FOR DESIGN. John Maeda, KPCB Design Partner
  12. MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS

  13. 13 RESEARCH INSIGHTS IDEATION PROTOTYPE TEST

  14. How  “baked-­‐in”  is  design?

  15. Source:  h<p://www.kpcb.com/design $ $$$$ At  the  start   Baked  in

    At  the  end   LipsRck  on  the  pig
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  17. 131,000 $73.02Bn $558,015 460 $7,619,047 $3.2Bn Source:  Yahoo  Finance,  Google,

     Honeywell Employees Enterprise  Value Value/Employee  
  18. Not  just  design:  design  +  business

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  20. Source:  h<p://www.kpcb.com/design

  21. ..FOR EVERY £1 SPENT ON DESIGN, BUSINESSES SEE A £4

    INCREASE IN NET OPERATING PROFIT. ” Design Council, UK 2013 Study
  22. When  it  doesn’t  work

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  25. Design  thinking  in  enterprise

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  27.     H4 H3 Innovation Emerging Scaling Operating Problem/Solution Product/Market

        Efficiency (core) H2 H1 Scale
  28. H4 H3 H2 H1 Product   Development Innova6on   Services

    Startup   Accelerator DESIGN SPRINTS, WORKSHOPS, EVENTS FIVE EXTERNAL STARTUPS
  29. Empathize Define Prototype Test Ideate Discovery Interpretation Experimentation Evolution Ideation

  30. CORE DUAL-OPERATING SYSTEM TODAY NEW FUTURE

  31. IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK

    AT THE COST OF BAD DESIGN. ” Ralph Speth, CEO Jaguar
  32. C.  Todd  Lombardo   Adjunct  Professor  -­‐  IE  Business  School

      Innova9on  Architect  -­‐  Constant  Contact’s  InnoLo=   @iamctodd
  33. LEARN MORE ctlombardo@faculty.ie.edu @iamctodd Early Release on O’Reilly Media designsprintbook.com