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Creativity Thinking Today: 1. What is Creativity; 2. Why is it that important for Innovation Entrepreneurs; 3. Why this is equal to “Design Thinking”.
Creativity Thinking, Or the ability to connect to what is outside the box when you are inside it Dr Ekaterina Khramkova, Russian Design Research Consultancy Lumiknows 24 April 2009, International Center for Innovation and Entrepreneurship Creativity Thinking Today: What is Creativity; Why is it that important for Innovation Entrepreneurs; Why this is equal to “Design Thinking” © 2009 Russian Design Research Consultancy Lumiknows Abstract painting: An artistic revolution of the 20th century Kazimir Malevich, Black Square, c 1915 State Russian Museum, St Petersburg © 2009 Russian Design Research Consultancy Lumiknows Art clearly implied expression of ideas concerning the spiritual, Do you know the unconscious and the how the first abstract mind Fernand Léger, The Railway Crossing, 1919 The Art Institute of Chicago painting was created? Piet Mondrian, Composition with Yellow, Blue, and Red, 1937-42 Tate Gallery, London © 2009 Russian Design Research Consultancy Lumiknows Jackson Pollock, Full Fathom Five, 1947 Museum of Modern Art, New York City Catherine de Zegher, Hendel Teicher (eds.) X Abstraction NY: The Drawing Center & /New Haven: Yale University Press 2005 Do you know how the first abstract painting was created? © 2009 Russian Design Research Consultancy Lumiknows Wassily Kandinsky, Composition VII, 1913 The State Tretyakov Museum, Russia © 2009 Russian Design Research Consultancy Lumiknows One evening in the summer of 1909, Wassily Kandinsky became aware of the power of abstract art after he saw “indescribable beauty with an inner glow” in a painting “I was startled momentarily, then quickly went up to this enigmatic painting in which I could see nothing but shapes and colours and the content of which was incomprehensible to me.” The answer to the riddle came immediately: it was one of his own pictures leaning upside down against the wall But from then on, Kandinsky was bewitched by the idea that “subject matter was detrimental to my paintings” Pioneer spirit of an artistic revolution, The Times, June 3, 2006 © 2009 Russian Design Research Consultancy Lumiknows The Nine Dot Puzzle © 2009 Russian Design Research Consultancy Lumiknows The Nine Dot Puzzle © 2009 Russian Design Research Consultancy Lumiknows The Nine Dot Puzzle © 2009 Russian Design Research Consultancy Lumiknows 10 Companies have a “targeted” intelligence to track issues that strategically important but lack an “open” process to recognize emerging patterns and issues that no one has yet identified as strategic Corporate Radar: Best-Practices Survey Results /SRI Consulting Business Intelligence – formerly Stanford Research Institute) © 2009 Russian Design Research Consultancy Lumiknows 50 We need perceptual thinking, creative thinking and design thinking: none of these is part of our traditional system of logic and analysis Edward de Bono © 2009 Russian Design Research Consultancy Lumiknows 51 Today perceptiveness is more important than analysis Peter Drucker MBA programs which included design thinking in its curriculum ! ! ! ! ! Stanford University; The University of California at Berkeley; The Rotman School of Management at University of Toronto; McDonough School of Business at Georgetown University; Darden School of Business at University of Virginia … © 2009 Russian Design Research Consultancy Lumiknows 53 MBA programs which included design thinking in its curriculum ! ! ! Deep consumer understanding, The ability to test product variations rapidly, New market strategy formulation © 2009 Russian Design Research Consultancy Lumiknows 54 Redesign of business education ! ! ! MBA students at INSEAD (Paris) + design students from the Art Center College of Design (Pasadena, California) Rotman School of Management has allied with the Ontario College of Arts and Design to launch a series of joint courses; The Illinois Institute of Technology’s Institute of Design launched a 9-month executive master’s degree program in design methods © 2009 Russian Design Research Consultancy Lumiknows 55 Redesign of business education – By using sketching and diagramming techniques, the MBAs mapped customer experiences in ways that fundamentally reshaped their strategies and led to the creation of many new business models – A B-school class would have started with a focus on market size and used financial analysis to understand it This D-school class began with consumers and used ethnography, the latest management tool, to learn about them – Business school students would have developed a single new product to sell The D-schoolers aimed at creating a prototype with possible features that might appeal to consumers – B-school students would have stopped when they completed the first good product idea The D-schoolers went back again and again to come up with a panoply of possible winners Sources: Design-Thinking and the MBA Curriculum, Darden School of Business, 2008; The Talent Hunt, BusinessWeek, 2006 © 2009 Russian Design Research Consultancy Lumiknows 56 Redesign of business education Nike, General Electric, McDonald's, Intel, Procter & Gamble and many others are looking beyond traditional sources of leadership to a new set of schools and programs to find innovative managers © 2009 Russian Design Research Consultancy Lumiknows 57 Whether your goal is to develop new products or services, a new way of marketing to your customer, or to reinvent your entire business model, “design thinking” holds valuable clues as to how to get to bigger ideas, faster and more efficient Roger Martin, Dean of the Rotman School of Management, University of Toronto, Canada © 2009 Russian Design Research Consultancy Lumiknows 58 Today’s business people not need to understand designers better They need to become designers Roger Martin, Dean of the Rotman School of Management, University of Toronto, Canada © 2009 Russian Design Research Consultancy Lumiknows 59 To become a successful innovator You need the approach and mindset of designer You need Design Thinking to Connect to Human Experience in all its sophistication & complexity What skills should be taught in design thinking programs for entrepreneurs and innovators: • • • Collaboration in multidisciplinary teams Engineering, business, design, social sciences should be combined as they are combined in our real life experience; Ability to tackle ill-defined problems Systematic approach to work with qualitative information – “finding it, gaining insights, organizing it optimally for conceptualization, evaluation and communication”*; Co-creation with your customer new business models, new markets and, ultimately, a new world * Charles L Owen Design Thinking: Driving Innovation © 2009 Russian Design Research Consultancy Lumiknows 60 One day when the students were having a particularly difficult time with figure drawing, I handed around a reproduction of a master drawing and – on impulse – told the students to draw the image upside down To our great surprise, the drawings were excellent This did not make sense to me Why should it be easier for the students to draw an image in that unusual orientation? Working with negative space provided more clues – and more questions I found students could draw better by looking not at the form they wanted to draw but instead by looking at the space around the form Betty Edwards, Drawing on the right side of the brain © 2009 Russian Design Research Consultancy Lumiknows 61 Two ways of thinking, two modes of seeing Analytical Thinking If I’d ask people what they wanted, they would have said a faster horse Henry Ford © 2009 Russian Design Research Consultancy Lumiknows Design Thinking Without changing our patterns of thought, we will not be able to solve the problems we created with our current patterns of thought Albert Einstein 62 http://www.flickr.com/photos/deboraborialis/1809628289/ So, let’s shift a focus from “object” to the “space” behind it and see how far it leads us… © 2009 Russian Design Research Consultancy Lumiknows 63 http://www.flickr.com/photos/deboraborialis/1809628289/ Thank you for attention www.designresearch.ru Dr Ekaterina Khramkova, Lumiknows .. .Creativity Thinking Today: What is Creativity; Why is it that important for Innovation Entrepreneurs; Why this is equal to “Design Thinking? ?? © 2009 Russian Design... future first, there is no need to excel competitors trying to get the same prize because the number of prizes may be the same as the number of runners G Hamel & C K Prahalad, Competing For The Future... does it to with the Innovation Entrepreneurship? Red Oceans are all the industries in existence today? ?the known market space In the red oceans, industry boundaries are defined and accepted As the