Professional Documents
Culture Documents
Jeanne Liedtka
Darden Business School
University of Virginia
Design as a metaphor for strategy making
Planning
Envisioning a new future
Cu e t
Current Desired
es ed
Reality Future
Execution
Developing new capabilities
Aligning systems and processes
2
The Growth Leader Field Research
Survey Database:
60+ leaders
l d ffrom th
the U
U.S.
S and
dEEurope operating
ti iin th
the ffor profit
fit and
d not-for-profit
tf fit
sectors
Methodology:
-Personal interviews
-DiSC Assessments
-Peer surveys
y
3
Design as a set of behaviors
hat really goes on
George's Cycle Johns Cycle
Fixed Mindset Growth Mindset
OUTLOOK
All of this confirms All of this confirms
Fear Accept
NEW EXPERIENCES
Manage risk Manage risk
through analysis through action
Narrow Broad
REPERTOIRE
Overlook
O l k new Detect
D t t new growthth
growth opportunities opportunities
4
What is Design Thinking?
Iteration use the first solutions only as stepping stones to a better one
5
Why do we need it?
BUSINESS
US SS DESIGN
SG
Underlying Rationality, objectivity; Subjective experience;
Assumptions Reality as fixed and quantifiable Reality as socially constructed
Analysis aimed at proving one Experimentation aimed at iterating
Method
best answer
best toward a better
better answer
Emotional insight;
Decision Drivers Logic; Numeric models
Experiential
p models
Pursuit of control and stability; Pursuit of novelty;
Values
Discomfort with uncertainty Dislike of status quo
Iterative movement between
Levels of Focus Abstract or particular
abstract and particular
p
6
Design as a problem solving approach
7
Design as a tool kit