CHAPTER 7 WORKSHOP Opportunity Identification and Prioritization
CHAPTER 8 Generating and Evaluating Ideas
CHAPTER 8 WORKSHOP From Ideas to Narratives
CHAPTER 9 Crafting a Tangible Vision
CHAPTER 10 Designing the Moment
The Prototype Value Proposition
CHAPTER 11 Taking Up the Baton
FOREWORD
Dear person who just bought this book,
I’m a little worried about you.
I’ll say why, but I should first say that this is a good book. It is one of the few books about the place where the frontiers of design, management, and a systems view of innovation all come together.
You may already know that the world of design is embracing a systems and relationship view and that the same is true for management. These new practices involve orchestration—creative cooperation by people from across the old boundaries of roles, departments, and inside-or-out.
Let’s look at some of the transformations described in these pages:
• From an us/them view of company and customer to an ecosystem view that tangles their world and ours
• From a focus on product to a focus on the way we participate in people’s moments, days, weeks, and years
• From primacy of concepts to an emphasis on stories that matter to everyone who works to make them come true
• From specialized teams making specialized results to orchestrated teams who bring quality to each touch between people and organization
• From technical and usability metrics alone to including values and principles as new criteria for quality
In actual application, these are big changes for most organizations—not only because people resist the ideas, but also because shifting “the way we do things here” is uncomfortable. These approaches invite us into new ways to see roles, the definition of “good work,” and what it means to be a thriving organization. And that is both exciting and scary.
Actually, that’s why I’m worried about you.
I imagine that you are buying the book because you’re excited by what it describes, and you aspire to implement these practices. But it will take time to see these ideas grow from the seeds in this book to exploratory sprouts and then to full flower in your organization. You’ll need patience and persistence, and a habit of celebrating small
