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MODERN HUMAN NAKED INNOVATION Paul-Jervis Heath, Modern Human. at Aarhus 2014 on Tuesday, 4 November 2014. @modhuman @pauljervisheath

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IMMERSE IMAGINE INVENT INSPIRE divergent thinking: ideation convergent thinking: conceptual design inspiration: design research validation: prototyping communication: storytelling using high-fidelity mockups @modhuman @pauljervisheath MODERN HUMAN

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MODERN HUMAN @modhuman @pauljervisheath

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Innovation is driven by design research NOT market research. MODERN HUMAN @modhuman @pauljervisheath MODERN HUMAN @modhuman @pauljervisheath

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MODERN HUMAN @modhuman @pauljervisheath

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WORKAROUNDS Quick, seemingly efficient solutions that address the symptoms of a problem not the root cause. What are we looking for? VALUES People’s values play an important role in their motivations. What do they value? What’s important to them? What’s not? INERTIA Situations in which customers act out of habit. How can you leverage or break that inertia? SHOULD VS WANT People struggle with the tension between things they crave in the moment and things they know are good for them in the long term. How can you help people move from where they are to where they want to be? MODERN HUMAN @modhuman @pauljervisheath

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There’s no such thing as the eureka moment. Good ideas are hard work. MODERN HUMAN @modhuman @pauljervisheath MODERN HUMAN @modhuman @pauljervisheath

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Brainstorming is no way to solve wicked problems. MODERN HUMAN @modhuman @pauljervisheath MODERN HUMAN @modhuman @pauljervisheath

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Source: Does Group Participation When Using Brainstorming Facilitate or Inhibit Creative Thinking? Administrative Science Quarterly. Taylor, Berry & Block, 1958. Quantity of ideas people come up with in a brainstorm Quantity of ideas people come up when working alone x2 MODERN HUMAN @modhuman @pauljervisheath

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Source: Does Group Participation When Using Brainstorming Facilitate or Inhibit Creative Thinking? Administrative Science Quarterly. Taylor, Berry & Block, 1958. Using traditional brainstorming When encouraged to discuss and critique each others ideas +20% MODERN HUMAN @modhuman @pauljervisheath

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– Plato: Greek Philosopher, Mathematician & Student Of Socrates You can discover more about a person in an hour of play than in a year of conversation. MODERN HUMAN @modhuman @pauljervisheath

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High concepts provide a way of discussing, sharing and testing ideas. MODERN HUMAN @modhuman @pauljervisheath

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Designers typically solve problems by synthesis - literally thinking by making MODERN HUMAN @modhuman @pauljervisheath MODERN HUMAN @modhuman @pauljervisheath

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How designers think: the Architects vs. Scientists experiment MODERN HUMAN @modhuman @pauljervisheath

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CHAPTER TITLE. Early-stage rapid prototyping is a way of thinking by making MODERN HUMAN @modhuman @pauljervisheath

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The Status Quo The Observations The Story The Insight The Opportunity The Analogy The Solution The Advantages The Ethos MODERN HUMAN @modhuman @pauljervisheath EMPATHY ANALOGY BELIEF

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We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercial- ShareAlike (CC-BY-NC-SA) license. This license allows you and others to remix, tweak, and build upon this work non-commercially. When you do you must acknowledge us, Modern Human, and license any new creations under the identical terms. When in doubt, just ask us. We won’t bite. MODERN HUMAN Paul-Jervis Heath paul@modernhuman.co +44 79 7456 7823 @pauljervisheath