Cindy Tripp - Design Thinking

The Democratization of InnovationAnyone, anytime, any place

Nov.17, 2011Cindy Tripp,

Director, Design Thinking and Brand Building Organization GYMProcter & Gamble

Design Thinking is…

…the democratization of innovation

…happening everyday

…inherently “open source”

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Innovation is happening everywhere

• Business Models• Big Ideas• New Products & Services• Organizational Design• Employee Value and Satisfaction

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Design Thinking’s Purpose @ P&G

To transform ambiguous challenges into possibilities

that reveal human centered solutions* that drive sustainable business growth in a VUCA world

*ideas, experiences, businesses

5 Critical Skills

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Framing: Daniel Kish

http://www.youtube.com/watch?v=CRA-asTuP_Y

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Empathy: Whole Foods

Empathy in their values • Satisfying and delighting our

customers• Supporting team member

happiness and excellence• Creating wealth thorough profits and

growth• Caring about our communities and our

environment• Creating ongoing win-win

partnerships with our suppliers

• Promoting the health of our stakeholders through healthy eating education

…..And they’ve grown their revenues nearly 50% during 2007-2010 from

$6.5B to $9B.

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Empathy: Smart Design

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Empathy & Story: Kaiser Permanente

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Prototyping: Aiden Dwyer Solar Energy

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Collective Curiosity: NUCOR

Some more examples…from P&G

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Innovation is happening everywhere

• Business Models• Big Ideas• New Products & Services• Organizational Design• Employee Value and Satisfaction

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Olay For You

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Olay Regenerist Night Elixir…reframing night

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Ideas that Resonate

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Pre-requisites for Innovation Success

• Have a Discovery Mindset• Pay attention with all your senses

• Engage stakeholders without an agenda • and in context

• Unleash your passion • and be curious in the passion and experiences of

others

• Be willing to fail• Don’t have all the answers at the beginning

• fall in love with the problem/opportunity

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Kathryn Schulz, on being wrong

Kathryn Schultz “On being wrong” http://www.youtube.com/watch?v=QleRgTBMX88

Some Homework…try on the principles for yourself

For 30 minutes or just 10!

23Do The Marshmallow Challenge with your team

20 minute challenge: Build the Tallest Freestanding Structure: The winning team is the one that has the tallest structure measured from the table top surface to the top of the marshmallow. That means the structure cannot be suspended from a higher structure, like a chair, ceiling or chandelier.

www.marshmallowchallenge.com

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Watch inspirational videos & have a dialog…

A few suggestions on videos….• Kathryn Schultz “On being wrong”

http://www.youtube.com/watch?v=QleRgTBMX88• Daniel Pink “The surprising science of motivation”

http://www.youtube.com/watch?v=rrkrvAUbU9Y• VW’s new transparent manufacturing plant in Dresden,

Germany http://www.youtube.com/watch?v=nd5WGLWNllA• VW’s www.thefuntheory.com• Embracing “the other”

http://www.youtube.com/watch?v=AsSd2nmoKNA• Weekly video inspiration at www.ted.com

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Watch inspirational videos & have a dialog…

A few suggestions on dialog….• Do we have innovation examples like these in our organization?

− If so, what fuels them?

− If not, what holds us back?• How can we experiment and fail as a way of learning?

− What small experiment could we try in the next week that is outside our knowledge and experience base to really learn, perhaps through failing.

• Do we really “get” the people we serve? What 1 thing could we do to increase our empathy and the relevance of what we do?

• How is collective curiosity and diversity encouraged or discouraged in our organization?

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Five Ten Minute Experiences to Try

1. Lensing/Framing: Take a current problem statement you are framing and try to articulate it at differing levels of abstraction from precise statements to more general ones. Think about where you might want to tackle this challenge. Is there an advantage to broadening the problem statement to allow more discovery or not?

2. Empathy: • Think about your last customer or stakeholder interaction. Think

beyond what she said to what her body language was saying and what feelings were being experienced. How does her inner world, as you imagine it, impact what you might offer her. Have your team members do the same…share your insights.

• Bring your customer/stakeholder in the room…take 5 minutes to draw a sketch of him/her and write descriptions on the sketch relating to her head, heart, hands and voice. In the meeting at key decisions points, refer to the sketch.

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Five Ten Minute Experiences to Try

3. Story: Thinking of your customer or stakeholder pause to look at her life story…if she is the hero in her life story, what is it that she desperately seeks and what is blocking her from getting it. Brainstorm how your product or service could help her advance towards her goal.

4. Prototyping: When you are “blocked” on an idea you are developing, stop, physically express your idea with paper, tape, string, etc. and share it with someone to get feedback.

5. Collective Curiosity: Ask a colleague you typically disagree with to grab a coffee with you and bring up a topic that you simply listen and seek to understand from their point of view.

Q&A

The Democratization of InnovationAnyone, anytime, any place

Nov.17, 2011Cindy Tripp,

Director, Design Thinking and Brand Building Organization GYMProcter & Gamble