).34)454% /& $%3)'. ))4
PERSPECTIVES ON
$%3)'. 342!4%'9
0OINTS OF VIEW FROM THE
)NSTITUTE OF $ESIGN 3TRATEGY #ONFERENCE
7%,#/-%
3TRATEGIC $ESIGN
)T IS TOUGH BEING AN EXECUTIVE THESE DAYS h-ANAGINGv AND A
hLEADINGv ARE CURIOUS JOBS WHEN THE INITIATIVES BEING MANAGED OR
LED ARE EVERCHANGING AND OUT OF CONTROL
4HERE HAS BEEN A POWER SHIFT FROM PRODUCERS TO CUSTOMERS h!NY
COLOR THEY WANT AS LONG AS ITS BLACKv HAS BEEN REPLACED BY h7HAT
THEY WANT WHEN THEY WANT IT AT THE PRICE THEY WANTv )T IS NOT ONLY
THE CUSTOMERS WHO HAVE GAINED CONTROL IN A WORLD OF MAXIMUM
CHOICE AT THE h#HINA PRICEv 4HE COMPANIES IN THE SUPPLY CHAIN
WHO ARE CLOSER TO THE CONSUMER NOW TELL THE MANUFACTURES WHAT
TO DO 4WENTY YEARS AGO 0' TOLD RETAILERS WHAT THEY WOULD BUY
AND HOW TO DISPLAY IT .OW 7AL-ART TELLS EVERYONE WHAT THEY WILL
MAKE THE PRICE AND HOW IT WILL BE DISPLAYED
3TANDARD SEGMENTATION MODELS NO LONGER DESCRIBE CUSTOMERS
4OYOTA BUILT THE %CHO AND BUILT THE 3CION BRAND FOR MEMBERS OF
GENERATION 9 BUT THEY ARE BEING PURCHASED BY MEMBERS OF !!20
#OMPETITORS ARE NOT ONLY THE OLD ASSAILANTS BUT ARE NOW COMING
FROM EVERYWHERE AND ANYWHERE !RE COMPANIES lGHTING LOWCOST
PROVIDERS IN #HINA THEYVE NEVER HEARD OF /R COMPANIES WHO
WHILE STILL LOWCOST PROVIDERS ARE NOW BUYING MAJOR BRANDS LIKE
4#, WITH ITS ACQUISITION OF 4HOMPSON2#! /R IS THE COMPETITION
COMING FROM KIDS IN DORM ROOMS INVENTING COMPLETELY NEW
CATEGORIES OF SERVICES AND RELATED PRODUCTS
7HOLE INDUSTRIES ARE TRANSFORMING 4HREE DECADES AGO !PPLE
2ECORDS LET A STARTUP #ALIFORNIA COMPUTER COMPANY CALL ITSELF
!PPLE LITTLE KNOWING THAT IT WOULD TRANSFORM THE MUSIC INDUSTRY
!ND THIS IS HAPPENING WHILE LONGSTANDING GIANTS IN THE MUSIC
INDUSTRY CANT lGURE OUT THE INDUSTRYS NEW VALUE WEB AND HAVE
INSTEAD DECIDED TO SUE THEIR OWN CUSTOMERS
! COMPANYS INCREASED TECHNOLOGICAL POSSIBILITIES COMBINED
WITH AN EXPANDED NUMBER OF AVAILABLE BUSINESS MODELS GIVE
EXECUTIVES UNPRECEDENTED KNOWLEDGE OF HOW TO MAKE ANYTHING !T
THE SAME TIME CONSUMERS EVER EXPANDING OPTIONS OF WHAT TO BUY
TO SUPPORT HOW THEY LIVE WORK LEARN AND PLAY MEAN COMPANIES
HAVE LESS KNOWLEDGE ABOUT THE PEOPLE THEY ARE DESIGNING FOR 4HE
CONmUENCE OF THESE TWO TRENDS LEAVES EXECUTIVES CONFUSED ABOUT
EXACTLY WHAT THEY SHOULD MAKE
0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
4HE GOOD NEWS IS THERE ARE NEW KINDS OF DESIGN KNOWLEDGE THAT
EXECUTIVES ARE USING TO HELP OVERCOME THEIR CHAOTIC WORLD AND CREATE
REMARKABLE INNOVATIONS 4HE IDEAS AND EXAMPLES FROM LEADERS OF
BUSINESS AND INNOVATION REPRESENTED IN THIS PUBLICATION PROVIDE RICH
EXAMPLES OF WHAT IS HAPPENING NOW
/F COURSE STRUCTURED METHODS OF UNDERSTANDING THE ACTIVITIES
OF DAILY LIFE HAVE BECOME ALMOST AS COMMON AS THE KEY STEP IN
CREATING GREAT USER EXPERIENCES #ONSUMERS NOW GET ANGRY WHEN THE
INTERACTION DESIGN OF A PRODUCT OR SERVICE IS NOT PERFECT 0EOPLE USED
TO THINK IT WAS THEY WHO WERE STUPID NOW THEY SAY THE OFFERING AND
THE COMPANY ARE STUPID
"UT DESIGN KNOWLEDGE IS MORE THAN JUST METHODS OF UNDERSTANDING
USERS %XECUTIVES ARE USING DESIGN IN THE EARLY STAGES OF THEIR
PROCESSES AND IN SOLVING TYPES OF PROBLEMS THAT TRADITIONALLY HAVE
NOT INVOLVED DESIGNERS 4HIS IS IN STARK CONTRAST TO THE CONVENTIONAL
MODEL OF THE PAST IN WHICH DESIGN WAS INVOLVED LATE IN THE PROCESS
MAKING DECISIONS ABOUT VISUAL FORM AFTER ENGINEERING AND MARKETING
HAD DElNED THE BASIC DIRECTION
%XECUTIVES ARE DOING THIS BECAUSE DESIGNERS ARE CREATING A NEW
BODY OF KNOWLEDGE A SET OF FRAMEWORKS AND METHODS THAT CAN BE
USED BY COMPANIES FOR UNDERSTANDING THE RELATIONSHIP BETWEEN THE
BUSINESS CONTEXT AND THE USER EXPERIENCE lNDING PATTERNS IN
SEEMINGLY CHAOTIC SITUATIONS DESIGNING SYSTEMS OF SOLUTIONS
THAT SIMULTANEOUSLY CREATING USER VALUE AND ECONOMIC VALUE
AND VISUALIZING AND PROTOTYPING OPPORTUNITIES EARLY IN THE
DEVELOPMENT PROCESS
&URTHERMORE THESE FRAMEWORKS AND METHODS ARE NOT ONLY BEING USED
TO CREATE NEW COMMUNICATIONS PRODUCTS AND SERVICES EXECUTIVES ARE
USING THEM TO REFORM THE WAYS THEIR ORGANIZATIONS WORK 4HE STORIES
THAT FOLLOW PROVIDE CONCRETE EXAMPLES OF HOW EXECUTIVES ARE USING
THE NEW DESIGN KNOWLEDGE TO HELP THEM NAVIGATE THE INCREASINGLY FAST
AND CHAOTIC FORCES THAT THEY FACE TODAY
0ATRICK 7HITNEY
3TEELCASE2OBERT # 0EW 0ROFESSOR AND $IRECTOR )NSTITUTE OF $ESIGN ))4
7%,#/-%
)N THE MONTHS LEADING UP TO THE CONFERENCE ) HAD THE PRIVILEGE
OF SITTING DOWN TO DISCUSS BUSINESS AND DESIGN WITH TWELVE OF THE
SPEAKERS AND FELLOWS FROM THE )NSTITUTE OF $ESIGN 3TRATEGY
#ONFERENCE 7HILE EACH CONVERSATION REVEALED A UNIQUE AND
OCCASIONALLY CONmICTING PERSPECTIVE ONE CONSISTENT PATTERN
EMERGED INTERSECTIONS AND BORDERS WILL DElNE AND CREATE NEW
FERTILE OPPORTUNITIES FOR BUSINESS AND SOCIETY +EVIN &ONG
-ANAGING $IRECTOR OF THE -AYlELD &UND STATES IT MOST CLEARLY
h4ODAY WERE LIVING AT A POINT IN TIME WHERE THERE IS NO HOT NEW
THING 4HERE IS NO ONE EARTHSHATTERING THEME THAT IS JUST GOING
TO CARRY EVERYTHING FORWARD IN A BIG WAVE )NSTEAD THE INTERESTING
THINGS TODAY ARE HAPPENING AT THE INTERSECTIONS OF DIFFERENT WORLDS
WHERE TWO WORLDS HAVE NEVER COLLABORATED BEFOREx ) THINK THAT THE
MORE ) LEARN ABOUT OTHER WORLDS AND LEARN ABOUT WHATS HAPPENING
THE MORE IT OPENS MY EYES AND CAUSES ME TO THINK ABOUT WHAT NEW
OPPORTUNITIES THERE AREv
-ANY OF THESE COMPELLING INTERSECTIONS LIE AT THE BORDERS OF THE
WORLDS OF BUSINESS AND DESIGN 4HE PERSPECTIVES THAT FOLLOW BEGIN
TO DELINEATE SOME OF THE OPPORTUNITIES THAT AWAIT US
"RANDON 3CHAUER%DITOR
)NSTITUTE OF $ESIGN -$ES 0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
4!",% /& #/.4%.43
0ERSPECTIVES ON THE
).4%23%#4)/. OF 3/#)%49 #5,452% "53).%33
SECTION
PAGE
4!2! ,%--%9 #%/ OF ,%.3 6ENTURES
)NNOVATION 7RIT ,ARGE
ADVISING LEADINGEDGE ORGANIZATIONS ON INNOVATIVE FUTURE STRATEGIES AND
PRODUCTS THAT ADDRESS OUR CHANGING WORLD
*/3%0().% '2%%.$IRECTOR OF 4RENDS AND 3TRATEGY
AT 0HILIPS $ESIGN
"LENDING 4ECHNOLOGICAL !ND 3OCIAL )NNOVATION
INCORPORATING A SOCIOCULTURAL APPROACH TO GENERATE MORE RELEVANT
INNOVATIONS FOR BUSINESS AND SOCIETY
-!43 ,%$%2(!53%.-ANAGING $IRECTOR OF
-C$ONALDS 6ENTURES
4AKING #ARE OF "USINESS "Y 4AKING #ARE OF 3OCIETY
THE NECESSITY OF CORPORATE SOCIAL RESPONSIBILITY FOR THE GOOD OF SOCIETY
AND THE GOOD OF THE BUSINESS
6%2%.! +,//30RESIDENT OF "-7 'ROUP $ESIGNWORKS53!
)NTELLIGENT #REATIVITY
FOSTERING INTELLIGENT CREATIVITY TO UNDERSTAND AND DESIGN FOR FUTURE CONTEXTS
0ERSPECTIVES ON THE
).4%23%#4)/. OF $%3)'. )../6!4)/.
'+ 6!.0!44%2#OFOUNDER OF THE .EXT$ESIGN ,EADERSHIP
)NSTITUTE
4HE )NFO$ESIGN )NTERVIEW
LEADERSHIP BUSINESS INNOVATION DESIGN EDUCATION AND THE GROWING
COMPLEXITY LOAD
,!229 +%%,%9 0RESIDENT OF $OBLIN )NC
4HE %MERGENCE OF .EW )NNOVATION $ISCIPLINES
THE MYTHS AND MISERIES OF CURRENT INNOVATION PRACTICES AND HOW THESE
CAN BE SUPERSEDED BY MORE ROBUST DISCIPLINE TO ENSURE INNOVATION
EFFECTIVENESS
!,!. + $5.#!. -$-EDICAL $IRECTOR OF -AYO #LINICS
30!2# )NNOVATION 0ROGRAM
)NNOVATION 2IGOR
MERGING MEDICAL RIGOR AND DESIGN PRACTICES TO IMPROVE PATIENT CARE
6)*!9 +5-!2!SSOCIATE 0ROFESSOR AT THE
)NSTITUTE OF $ESIGN ))4
2AISING THE )NNOVATION 3UCCESS 2ATE
RELIABLE PROCESSES AND TOOLS THAT CAN REMEDY THE PROBLEMS THAT AIL
INNOVATION
#(2)3 #/.,%9!SSISTANT 0ROFESSOR AT THE )NSTITUTE OF $ESIGN
#OFOUNDER AND 0RESIDENT OF 'RAVITY 4ANK
4RANSCENDING $ESIGN
AN ANALYSIS OF THE DESIGN SKILLS THAT ARE TRANSFERABLE TO NONDESIGNERS
AND HAVE BUSINESS IMPACT
4!",% /& #/.4%.43
0ERSPECTIVES ON THE
).4%23%#4)/. OF "53).%33 342!4%'9 $%3)'.
2/'%2 -!24).$EAN OF THE 2OTMAN 3CHOOL OF -ANAGEMENT
5NIVERSITY OF 4ORONTO
4HE &UTURE OF "USINESS IS $ESIGN
QUESTIONING IF THE NEXT BUSINESS REVOLUTION WILL BE FOUNDED IN DESIGN THINKING
+%6). &/.'-ANAGING $IRECTOR OF THE -AYlELD &UND
$ESIGN !FTER THE "UBBLE
THE NEW AND CONTINUING ROLES DESIGN PLAYS IN CREATING ECONOMIC VALUE
FOR ENTREPRENEURIAL VENTURES
*!-%3 (!#+%440RESIDENT AND #%/ OF 3TEELCASE )NC
3UCCEEDING WITH #OMPLEX 3YSTEMS
APPROACHING THE COMPLEX SYSTEMS OF BUSINESS AS DESIGN PROBLEMS
$/.!,$ ./2-!.#OFOUNDER OF THE .IELSEN .ORMAN 'ROUP
0ROFESSOR OF #OMPUTER 3CIENCE AND 0SYCHOLOGY AT
.ORTHWESTERN 5NIVERSITY
2EDESIGNING $ESIGN
BY FOCUSING TOO MUCH ON HUMANCENTERED DESIGN DESIGNERS MAY BE
MISSING THE LARGER POINT
*/(. :!0/,3+)0RINCIPAL OF THE -ANAGEMENT
)NNOVATION 'ROUP
$ESIGN AS A #ORE 3TRATEGY
IMPLICATIONS OF MAKING DESIGN THE PHILOSOPHICAL CORE OF THE COMPANY
SECTION
PERSPECTIVES ON THE
).4%23%#4)/. OF
3/#)%49 #5,452% "53).%33
4ARA ,EMMEY
)NNOVATION 7RIT ,ARGE
*OSEPHINE 'REEN
"LENDING 4ECHNOLOGICAL
!ND 3OCIAL )NNOVATION
-ATS ,EDERHAUSEN
4AKING #ARE OF "USINESS
"Y 4AKING #ARE OF 3OCIETY
6ERENA +LOOS
)NTELLIGENT #REATIVITY
0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
0%230%#4)6%3 /.
4(% ).4%23%#4)/. /& 3/#)%49 #5,452% !.$ "53).%33
4!2! ,%--%9
4!2! ,%--%9
)../6!4)/. 72)4 ,!2'%
7HAT WOULD HAPPEN IF ORGANIZATIONS LOOKED FOR
INNOVATION AT THE INTERSECTIONS WHERE TECHNOLOGY AND
SOCIETY MEET 4ARA ,EMMEY KNOWS 3HE IS THE PAST
EXECUTIVE DIRECTOR AND PRESIDENT OF THE %LECTRONIC
&RONTIER &OUNDATION ONE OF THE FOUNDERS OF THE PRIVACY
ADVOCACY GROUP 4RUST% AND THE FOUNDER AND PRESENT
#%/ OF ,%.3 6ENTURES A NETWORK OF LEADING THINKERS
FOCUSED ON INNOVATION IN TECHNOLOGY SCIENCE LAW AND
ECONOMICS 3HE WORKS WITH COMPANIES SUCH AS .OKIA
AND )NTEL ON NEXTGENERATION STRATEGIES AND PRODUCTS
4ARA ALSO SERVES AS CHAIRMAN OF 0ROJECT ,%.3 A
WORLDWIDE NONGOVERNMENTAL ORGANIZATION THAT WORKS
TO CREATE AN ENVIRONMENT OF COOPERATION BETWEEN THE
GOVERNMENT THE PUBLIC AND THE PRIVATE SECTOR
"RANDON 3CHAUER !S #%/ OF ,%.3 6ENTURES YOUVE BEEN
WORKING WITH LEADINGEDGE COMPANIES TO HELP THEM ENVISION
FUTURE STRATEGIES AND PRODUCTS AT LEAST IN PART BY REmECTING
ON MUCH LARGER TRENDS IN SCIENCE DESIGN PUBLIC POLICY
ECONOMICS AND MORE "UT TO DO SO YOUVE FOCUSED OUTSIDE OF
THE NORMAL SCOPE OF BUSINESS TO THE BORDERS OF SOCIETY AND
TECHNOLOGY WHERE BUSINESSES DONT TYPICALLY DRAW INSIGHTS
FROM 7HATS THERE THAT BUSINESSES ARE MISSING AND WHY IS IT
IMPORTANT TO THEIR FUTURE STRATEGIES
4ARA ,EMMEY /NE OF THE THINGS THAT WE SEE IS THAT THEY TEND
TO BE FOCUSED ON INCREMENTAL CHANGE INSTEAD OF LARGER SHIFTS
THAT ARE HAPPENING IN THEIR INDUSTRY SPACE 3O THE RESEARCH AND
DEVELOPMENT IN A GOOD DEAL OF THESE COMPANIES IS h(OW DO
YOU TAKE THE CURRENT PRODUCT SET OR SERVICES OFFERED AND MOVE
THEM SLOWLY FORWARDv 7HAT WE TRY TO DO AT ,ENS 6ENTURES IS
ENVISION WHERE THINGS WILL BE IN THE NEXT THREE TO SEVEN YEAR
AND ASK h7HAT ARE THE SHIFTS THAT ARE HAPPENING AND HOW CAN
THE COMPANY ANTICIPATE AND BE PREPARED FOR THEMv 4HIS FOCUS
0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
4!2! ,%--%9
A PERSPECTIVE ON THE INTERSECTION
OF SOCIETY CULTURE AND BUSINESS
´ 7HAT THEYRE REALLY MISSING
IS A HOLISTIC VIEW OF THEIR
CONSUMERS AND THE WORLD
THEY LIVE IN AND HOW THAT
WORLD IS EVOLVING AND IN TURN
FORCING EVOLUTION WITHIN THEIR
CUSTOMERS ) THINK THATS A
HUGE BLIND SPOT FOR A LOT OF
COMPANIES ON THE CONSUMER
BASED SIDE
µ
4!2! ,%--%9
0%230%#4)6%3 /.
4(% ).4%23%#4)/. /& 3/#)%49 #5,452% !.$ "53).%33
4!2! ,%--%9
FREQUENTLY LEADS BUSINESSES INTO NEW SPACES ˆ PLACES THAT
THEY WOULDNT HAVE NORMALLY GONE 4HIS MAY MEAN ANTICIPATING
DEMOGRAPHIC OR PSYCHOGRAPHIC CHANGES BUT IT MIGHT ALSO
MEAN CHANGES IN PUBLIC POLICY 7HAT IS GOING TO HAPPEN IN
THE COMMUNICATIONS INDUSTRY OR WHATS GOING TO HAPPEN IN
TELECOM (OW DO PEOPLE SEE PRIVACY RIGHTS CHANGING /R DATA
ASSETS CHANGING /R THE LIQUIDITY OF INFORMATION AFFECTING THOSE
THINGS 7E REALLY TRY TO TAKE A LOOK WHAT THESE SPACES ARE AS
OPPOSED TO JUST SAYING h7HATS THE NEXT FEATURE FOR WHAT YOURE
CURRENTLY OFFERINGv
"3 )S THIS SOMETHING THATS A BLIND SPOT FOR BUSINESSES &OR
EXAMPLE IF YOU PICK UP A 7ALL 3TREET *OURNAL YOU MAY SEE
PLENTY OF COVERAGE ON TECHNOLOGY BUT NOT ON ISSUES LIKE SOCIETAL
TRENDS
4, )TS A HUGE BLIND SPOT ) THINK MANY COMPANIES HAVE BECOME
TECHCENTRIC SO THEYVE BECOME VERY FOCUSED ON h7HAT ARE THE
FEATURES THAT THE TECHNOLOGY CAN PROVIDE AND HOW DO ) MAKE IT
HAPPENv 7HAT THEYRE REALLY MISSING IS A HOLISTIC VIEW OF THEIR
CONSUMERS AND THE WORLD THEY LIVE IN AND HOW THAT WORLD IS
EVOLVING AND IN TURN FORCING EVOLUTION WITHIN THEIR CUSTOMERS
) THINK THATS A HUGE BLIND SPOT FOR A LOT OF COMPANIES ON THE
CONSUMERBASED SIDE
/N THE PUBLIC POLICY SIDE WHAT FREQUENTLY HAPPENS IS THEY DONT
THINK ABOUT IT IN THE 2$ SPACE )NSTEAD THEY THINK ABOUT IT
IN THE 'ENERAL #OUNSELS OFlCE 3O ITS USUALLY ARGUING OVER
PREVENTING SOMETHING FROM HAPPENING AND AVOIDING RISK RATHER
THAN LOOKING AT WHAT THE OPPORTUNITIES MIGHT BE GOING FORWARD
4HEY DONT LOOK AT IT AS AN 2$ OPPORTUNITY
"3 3O WHEN YOURE WORKING WITH YOUR BUSINESS AND GOVERNMENT
CLIENTS HOW DO THEY MOST EFFECTIVELY INCORPORATE YOUR IDEAS AND
RESEARCH
4, 7E GENERALLY WORK WITH THE #%/S AND THE "OARD OF $IRECTORS
INITIALLY BECAUSE SO MUCH OF WHAT WERE TALKING ABOUT IS OUTSIDE
OF THE GENERAL RANGE OF THE CURRENT STATE OF THE BUSINESS /NCE
THEY SAY h/KAY HERES WHERE WE NEED TO GOv WE START LOOKING
FOR ALTERNATIVE WAYS OF GETTING THERE AND BRINGING THESE NEW
IDEAS FORWARD ) HATE TO USE THE WORD hSKUNKWORKSv BECAUSE IT
IMPLIES THAT YOURE DOING SOMETHING ON THE SLY HOWEVER YOU DO
HAVE TO APPROACH THINGS IN A WAY OUTSIDE OF THE NORMAL WORKmOW
)../6!4)/. 72)4 ,!2'%
0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
4!2! ,%--%9
TO SUBVERT THE CORPORATE ANTIBODIES THAT ARE GOING TO KILL IT 4HATS
A BIG CHALLENGE -ANY #%/S ARE TRYING TO lND WAYS OF DEALING
WITH THIS INTERNAL RESISTANCE TO EXPLORATION AND INNOVATION AND
ARE CREATING NEW METHODS PURSUING THESE BUSINESS OPPORTUNITIES
THAT KEEP THEM SHIELDED FOR A LONGER PERIOD OF TIME
"3 7HAT AREAS OF THE TECHNOLOGYSOCIETY BORDER DO YOU SEE AS
THE GENERATING THE MOST INmUENTIAL INNOVATIONS 7HAT HAS YOUR
ATTENTION
4, ) THINK THERE ARE SOME INTERESTING THINGS RELATED TO CONSUMER
AND CUSTOMER SUPPORT OR HOW PEOPLE ARE BEGINNING TO RETHINK
PRODUCTS AND SERVICES 4HEYRE BEGINNING TO DISCARD THE NOTION
OF SERVICES AS AN ADDON BUSINESS REVENUE AND INSTEAD LOOK AT
IT FROM A MORE COMPREHENSIVE POINTOFVIEW ABOUT WHAT PROBLEM
SOMEBODY IS TRYING TO SOLVE AND WHAT IS THE CONSTELLATION OF
SOLUTIONS (OW DO YOU CREATE A TRUSTED RESPECTED RELATIONSHIP
WITH YOUR CUSTOMER SO THAT YOU CAN PROVIDE A WHOLE CONSTELLATION
OF SOLUTIONS FOR THEM ) THINK WERE STARTING TO SEE THAT COME TO
THE FOREGROUND MORE OFTEN ALTHOUGH IN THE MARKET RIGHT NOW
YOU DONT SEE A LOT OF ACTIVITY IN THAT SPACE 3TRONG ACTIVITY WILL
OCCUR WITH THE INCREASE IN THE LIQUIDITY OF DATA AND THE MOBILITY
OF PEOPLE AND WITH THE CAPABILITIES THAT ARE STARTING TO DEVELOP
AROUND IDENTITY MANAGEMENT AND DATA ASSET MANAGEMENT !LSO
WITH BOTH THE "OOMERS AND THE 8ERS ˆ WHO AS A GROUP WILL BE
OVER SOON AND ARE TRYING TO MANAGE LIFEATWORK SITUATIONS ˆ
THESE KIND OF ROBUST SUPPORT ENVIRONMENTS ARE GOING BE EMERGING
AND ) THINK THATS GOING TO BE AN INTERESTING SPACE TO EXPLORE
"3 #AN YOU TELL US A LITTLE MORE ABOUT WHAT YOU MEAN BY
hCONSTELLATIONS OF SOLUTIONSv AND HOW YOU THINK BUSINESS SHOULD
EXPLORE THESE OPPORTUNITIES
4, 2IGHT NOW A LOT OF THINGS LIKE lNANCIAL SERVICES ARE DIVIDED
SO THAT IF YOU TALK TO AN ADVISOR WHOS DEALING WITH INVESTMENTS
THEYLL TALK TO YOU ABOUT INVESTMENTS BUT THEY WONT TALK TO YOU
ABOUT OTHER FORMS OF STRATEGIES 4HEY WONT TALK TO YOU ABOUT
WHETHER OR NOT REAL ESTATE IS AN INTERESTING WAY TO GO OR HOW YOU
MIGHT RESTRUCTURE SOME OF THE THINGS YOURE CURRENTLY DOING OR
HOW YOU MIGHT PLAN A MORE HOLISTIC LIFE STRATEGY AROUND YOUR
lNANCIAL ROADMAP 4O BE ABLE TO DO THIS SUCCESSFULLY WOULD
REQUIRE DEEPER CUSTOMER RELATIONSHIPS AND PARTNERSHIPS WITH A
VARIETY OF DIFFERENT ORGANIZATIONS THAT CAN SUPPORT THE RANGE OF
RELATED CUSTOMER NEEDS
0%230%#4)6%3 /.
4(% ).4%23%#4)/. /& 3/#)%49 #5,452% !.$ "53).%33
4!2! ,%--%9
,ETS THINK OF A SIMPLE EXAMPLE ABOUT PEOPLE WHO ARE STRUGGLING
WITH WEIGHT LOSS 7HAT ARE THE KINDS OF COLLECTIVE ENVIRONMENTS
THAT MIGHT BE USEFUL (OW ABOUT A COMMUNICATION SERVICE WHERE
YOU PRESS A BUTTON AND CAN TALK TO FOLKS WHEN YOURE HAVING
CRAVINGS FOR CHOCOLATE CAKE 4HAT SERVICE IS ALSO TIED TO YOUR
SHOPPING LIST WHICH IS CALCULATING WHETHER OR NOT THIS IS A GOOD OR
BAD DECISION FOR YOU )TS FURTHER TIED TO A SERVICE WHERE AS YOURE
BUYING SOMETHING IT TELLS YOU h4HIS PRODUCT CONTAINS PARTIALLY
HYDROGENATED FAT AND YOU SAID YOU DIDNT WANT THISv )T MAY ALSO
BE TIED TO A SERVICE THATS CONNECTED WITH YOUR EXERCISE REGIMENT
)T SAYS h/KAY BECAUSE YOURE BUYING FATTY FOODS YOURE GOING
TO HAVE TO INCREASE YOUR TRAINING BY THIS WEEKv !LL OF THESE
RELATED SERVICES COULD BE PROVIDED BY DIFFERENT COMPANIES 3O
IT MIGHT BE YOUR 9-#! WORKING WITH 7HOLE &OODS WORKING WITH
AN OUTSIDE DOCTORS OFlCE WORKING WITH A SUPPORT LINE 7HAT YOU
START SEE IS A FEDERATION OF RELATIONSHIPS AND SERVICES DEDICATED TO
SUPPORTING YOU
4HAT REQUIRES A VERY DIFFERENT WAY OF LOOKING AT DESIGNING THE
SPACES THE ENVIRONMENTS AND THE END USER EXPERIENCE )T ALSO
REQUIRES BUSINESSES TO LOOK AT VERY DIFFERENT REVENUE STREAMS )TS
NOT JUST A CUTANDRUN BUSINESS DEVELOPMENT AGREEMENT ˆ YOU
BRING ME DEALS ) BRING YOU DEALS )TS A MUCH MORE TIGHTLY WOVEN
SET OF RELATIONSHIPS
"3 #AN YOU TELL US ABOUT WHAT 0ROJECT,%.3 IS UP TO
4, 4HE BIGGEST WORK WEVE BEEN DOING OVER THE PAST FEW YEARS
IS WITH MY SERVING AS THE TECHNOLOGY CHAIR FOR THE -ARKLE 4ASK
&ORCE ON .ATIONAL 3ECURITY IN THE )NFORMATION !GE 7HAT WEVE
BEEN DOING IS WORKING ON HOW YOU CAN USE THE INNOVATIONS OF THE
PRIVATE SECTOR TO HELP RETHINK THE mOW OF INFORMATION THROUGH THE
GOVERNMENT ACROSS DIFFERENT AGENCIES AND DIFFERENT ENVIRONMENTS
4HE GOVERNMENT IS STARTING TO RECONSIDER WHO ARE THE USERS OF
THE INFORMATION AND HOW THEY CAN BE BEST SERVED AND SUPPORTED
RATHER THAN CONCENTRATING ON WHO OWNS AND CONTROLS INDIVIDUAL
PIECES OF DATA 3O ITS BEEN INTERESTING AND CHALLENGING AND
THE 4ASK &ORCE HAS BEEN A GREAT SUCCESS /UR APPROACH WAS
SPECIlCALLY CITED AND RECOMMENDED IN THE #OMMISSION
2EPORT AND EVEN FURTHER IT WAS WRITTEN INTO A 0RESIDENTIAL
%XECUTIVE /RDER AND WAS WRITTEN INTO THE RECENTLYENACTED
)NTELLIGENCE 2EFORM AND 4ERRORISM 0REVENTION !CT OF )../6!4)/. 72)4 ,!2'%
0%230%#4)6%3 /.
$%3)'. !.$ 342!4%'9
4!2! ,%--%9
4HATS ONE THING WEVE BEEN DOING 7ERE ALSO DOING LOTS OF OTHER
WORK WITH DIFFERENT CORPORATE CLIENTS THAT AT THE MOMENT ) CANT
TALK ABOUT
"3 #AN YOU SAY A LITTLE ABOUT THE BOOK YOURE WRITING
h2ESILIENCE (OW TO 3URF THE #IRCUMSTANCE IN OUR
#OMPLEX 4IMESv
4, )TS A 0OWERS OF 4EN APPROACH TO LOOKING AT HOW WE CAN
BECOME MORE RESILIENT BOTH AS INDIVIDUALS AND IN SOCIETY 7HAT )
LEARNED IN DOING THE NATIONAL SECURITY WORK IS THAT AS MUCH AS WE
CAN DO TO CREATE PROTECTIONS NOTHING IS FOOLPROOF AND WE LIVE IN
A VERY VOLATILE TIME .OT JUST RELATED TO TERRORISM BUT FROM OTHER
ISSUES SUCH AS CLIMATE CHANGE AND POSSIBLE BIOLOGICAL ISSUES IN
AN INCREASINGLY INTERCONNECTED WORLD 4HE REAL QUESTION IS NOT
HOW YOU BUILD BETTER FENCES OR INSULATING YOURSELF BUT HOW TO
MAKE YOURSELF MORE CAPABLE OF TAKING WHAT THE WORLD IS THROWING
AT YOU AND DEALING WITH IT
0LUS ) DO A LOT OF WORK WITH FOLKS LIKE !NDY 7EIL AND THE
)NTEGRATIVE -EDICINE DOCTORS ) TEACH LEADERSHIP FOR HIS PROGRAM
AT THE 5NIVERSITY OF !RIZONA AND A LOT OF WHAT COMES UP FOR THEM
FROM A HEALTH PERSPECTIVE IS HOW CAN YOU BE MORE RESILIENT )TS
NOT ABOUT TRYING TO lX A PROBLEM AFTER THE FACT 7HEN YOU TALK
ABOUT ECOLOGICAL SYSTEMS YOU LEARN THAT THEYRE STRONGLY RESILIENT
THAT THEY CAN PULL BACK TO TINY PATCHES OF FOREST OR MEADOWS AND
THEN REGENERATE WHEN THE CIRCUMSTANCES AGAIN BECOME MORE
FAVORABLE &OR A LOT OF PEOPLE THEYRE NOT DESIGNING THEIR LIVES
THAT WAY ˆ AS AN INDIVIDUAL AS A FAMILY AS A COMMUNITY AS A
REGION OR A NEIGHBORHOOD AND MAYBE SOMETIMES AS A COUNTRY
4!2! ,%--%9
4ARA ,EMMEY IS FOUNDER AND #%/ OF
,%.3 A NETWORK OF LEADING THINKERS
FOCUSED ON STRATEGIC INNOVATION 3HE
WORKS WITH THE BOARDS AND LEADERSHIP
OF &ORTUNE COMPANIES SUCH AS
.OKIA AND )NTEL ON INNOVATION AND NEXT
GENERATION STRATEGIES 3HE IS A LEADING
MEMBER OF THE -ARKLE 4ASKFORCE ON
.ATIONAL 3ECURITY IN THE )NFORMATION
!GE WHERE SHE HEADS THE TECHNOLOGY
COMMITTEE (ER WORKS HAVE BEEN
PUBLISHED IN 7IRED "USINESS AND
THE (ARVARD "USINESS 2EVIEW 3HE IS A
4ECHNATION 7ORLD #LASS #HALLENGE ,EADER
AND COMMENTATOR ON PUBLIC RADIO
!"/54
4HE )NSTITUTE OF $ESIGN
3TRATEGY #ONFERENCE
-AY #HICAGO )LLINOIS
4HE )NSTITUTE OF $ESIGN 3TRATEGY #ONFERENCE IS AN INTERNATIONAL
EXECUTIVE FORUM ADDRESSING HOW BUSINESSES USE DESIGN TO EXPLORE
EMERGING OPPORTUNITIES SOLVE COMPLEX PROBLEMS AND ACHIEVE
STRATEGIC ADVANTAGE 4HE CONFERENCE WAS PRODUCED BY
THE )NSTITUTE OF $ESIGN AT )LLINOIS )NSTITUTE OF 4ECHNOLOGY IN
COOPERATION WITH THE #ORPORATE $ESIGN &OUNDATION AND !)'!
WITH MEDIA SPONSORSHIP BY &AST #OMPANYAND SPONSORED
BY .EXT$
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