Endnotes

Introduction

1 “You do not…what you do”: Jerry Garcia quoted in, Warren Bennis and Patricia Ward Biederman, Organizing Genius (Basic Books; 1 edition, 1998), p. 19.

2 Disruptive technologies: Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Harvard Business Press, 1997). See also Clayton M. Christensen and Michael E. Raynor, The Innovator’s Solution: Creating and Sustaining Successful Growth (Harvard Business Press, 2003).

3 “Industries are being built…in full swing”: Seth Godin, Welcome to the frustration decade (and the decade of change), blog post, January 1, 2010.

4 “Mastery of design, empathy, play”: Dan Pink, A Whole New Mind: Why Right-Brainers Will Rule the Future (Riverhead Trade; Rep Upd edition, 2006).

5 “The recipes we use”: Paul Romer, An Interview with Paul M. Romer, Strategy+Business, November 20, 2001.

6 “Requiring consensus on one step before moving”: For elaboration on this point see Ravi Chhatpar, “Innovate Faster by Melding Design and Strategy,” Harvard Business Review, September 2007.

Chapter 1

1 “I love tackling lazy industries”: Richard Branson, Business Stripped Bare: Adventures of a Global Entrepreneur (Virgin Books, 2009), p. 68

2 “Seeing things as they are”: The original quote is, “You see things and you say, ‘Why?’ But I dream things that never were, and I say, ‘Why not?’”: George Bernard Shaw.

3 “Willing to test all hypotheses”: Niall Ferguson quoted in, Robert S. Boynton, “Thinking the Unthinkable: A profile of Niall Ferguson,” The New Yorker, April 12, 1999.

4 “A collective change of heart”: Niall Ferguson, Empire: The Rise and Demise of the British World Order and the Lessons for Global Power (Basic Books, 2003).

5 “The key to the Allies’ victory”: Niall Ferguson, The Pity Of War: Explaining World War I (Basic Books, 1999).

6 “A surplus of similar companies”: Jonas Ridderstrale and Kjell Nordstrom, Funky Business: Talent Makes Capital Dance (Bookhouse Publishing, 1999).

7 “The hero is not the murderer”: Quentin Tarantino quoted in, Hermann Vaske, Standing on the Shoulders of Giants: Hermann Vaske’s Conversations with the Masters of Advertising (Gestalten Verlag, 2001).

8 “Wii killed the idea that a video game”: Joshua Cooper Ramo, The Age of the Unthinkable: Why the New World Disorder Constantly Surprises Us And What We Can Do About It (Little, Brown and Company, 2009), p. 125.

9 “Group together those with similar characteristics”: For more detail on competitive audits see David A. Aaker, Strategic Market Management (Wiley; 9th edition, 2009).

10 “Scale up or scale down, move in the opposite direction, or completely do without”: These methods are based on the “provocation” principle of lateral thinking developed by Edward de Bono. For more background see Edward de Bono, Lateral Thinking: Creativity Step by Step (Harper Colophon, 1973).

11 “I’m always trying to turn things upside down”: Tibor Kalman interview with Charlie Rose, December, 1998.

12 “In its first year, the magazine’s circulation”: Susie Rushton, “How Monocle Survived its First Year,” The Independent London, February 18, 2008.

13 “Think about the ‘secret recipe’…in the restaurant business”: Nassim Nicholas Taleb, The Black Swan: The Impact of the Highly Improbable (Random House, 2007).

14 “We have turned eating into an experience that”: Ferran Adrià quote from Julia Hanna, “Customer Feedback Not on elBulli’s Menu,” HBS Case, November 18, 2009. For a detailed account of the El Bulli dining experience and their approach see Ferran Adrià, A Day at El Bulli (Phaidon Press Inc., 2008).

Chapter 2

1 “The most important advances are…”: Sir Francis Bacon, Novum Organum (Classic Reprint, Forgotten Books, 2010).

2 “When people are looking at Macs…”: Jonathan Ive, “Apple’s Aesthetic Core,” Paper Magazine, May 2002.

3 “…ethnographic or contextual research”: The theory and practice of ethnographic research for design is rich and diverse. A detailed overview of its methods is beyond the scope of this book. For readers interested to know more, see Dev Patnaik, Wired to Care: How Companies Prosper When They Create Widespread Empathy (FT Press, 2009); Brenda Laurel, Design Research: Methods and Perspectives (The MIT Press, 2003); and Adam Richardson, Innovation X: Why a Company’s Toughest Problems Are Its Greatest Advantage (Jossey-Bass; 2010).

4 “When the Quicken team came to my house”: Intuit press release, August 01, 2005.

5 “Consumers told us…”: Adam Chafe, “Dutch Boy Debuts New ‘Twist & Pour’ Paint Container,” press release, June 11, 2002. See also, Julie Dunn, “Pouring Paint, Minus a Mess,” New York Times, October 27, 2002.

6 “Global warming a problem?”: Seth Godin, “Bear shaving,” blog post, August 03, 2009.

7 “…the qualities we value have simply changed”: Robert Capps, “The Good Enough Revolution: When Cheap and Simple Is Just Fine,” Wired Magazine, August 24, 2009.

8 “Since its launch…”: Case Study: Bank Of America, “How it Learned that What Customers Really Want is to Keep the Change,” Business Week, June 19, 2006.

9 “People need help saving themselves…”: Dan Heath and Chip Heath, “Why Customers Will Pay You to Restrain Them,” Fast Company, April 1, 2009.

10 “…exercising is a should…:” Ibid.

11 “Because paper is a physical embodiment…”: Abigail J. Sellen and Richard H. R. Harper, The Myth of the Paperless Office (The MIT Press, 2003).

12 “It’s the story of a firefighter…”: Jonah Lehrer, Annals of Science, “The Eureka Hunt,” The New Yorker, July 28, 2008, p. 40.

13 “…an act of cognitive deliberation…”: Ibid.

14 “How can it possibly work without water?”: Gianfranco Zaccai, Insight, “Designed for Loving,” Business Week, July 21, 2005.

15 “Here’s how Continuum captured insights”: Gabriella Lojacono and Gianfranco Zaccai, “The Evolution of the Design-Inspired Enterprise,” Rotman Magazine, University of Toronto, Winter 2005.

16 Let’s go through the same process with the Swiffer: This example has been adapted for the purpose of clarifying the framework outlined in this chapter. It is not intended to imply that Continuum documented the project using these terms or followed the process described. See www.dcontinuum.com for information on the Swiffer case study.

17 Work with a recruiter: Professional recruiters have large, proprietary databases of potential participants, and are often a necessity either because you’re dealing with a market where you don’t have a presence or you don’t have the time and/or resources to handle it. Start by identifying recruiters that work in the target area, and get a quote. In the USA, estimate about $125–150 per recruit, and an additional $100–150 per hour as an incentive for each participant. Research facility rentals run approximately $500–$1,000 for a half day rental and $1,000–$1,500 for a full day rental. Remember to include prep and set-up time. If conducting research internationally, recruiting and incentives are not standard, so ask a local contact. Doing your own recruiting will always be more in terms of labor, but less in terms of expenses.

Chapter 3

1 “Imagination is more important…”: Albert Einstein, quoted in “What Life Means to Einstein: An Interview by George Sylvester Viereck,” The Saturday Evening Post, Vol. 202 (26 October, 1929), p. 117.

2 “Paralyzed by possibility”: Beth Comstock, conversation with author.

3 For more information on blending together products, services, and information networks, see Stan Davis and Christopher Meyer, Blur: The Speed of Change in the Connected Economy (Grand Central Publishing; 1999).

4 “This bottle of wine…”: Bruce Sterling, Shaping Things (The MIT Press, 2005).

5 “My relationship with this bottle…”: Ibid.

6 It’s always a good tactic to look for examples: There are many references to this tactic in the literature on creative thinking. For additional background see Edward De Bono, Serious Creativity: Using the Power of Lateral Thinking to Create New Ideas (Harper Business, 1993); and Michael Michalko, Thinkertoys: A Handbook of Creative-Thinking Techniques (Ten Speed Press; 2 edition, 2006).

7 “Cliche is the root of all…”: Robert McKee, Story: Substance, Structure, Style and The Principles of Screenwriting (It Books, 1997).

8 “…the next great value breakthroughs…”: Thomas L. Friedman, The World Is Flat: A Brief History of the Twenty-first Century (Farrar, Straus and Giroux; Expanded and Updated edition, 2006).

9 “Nintendo wondered if”: For the extended story of the Wii’s development, see Joshua Cooper Ramo, The Age of the Unthinkable: Why the New World Disorder Constantly Surprises Us And What We Can Do About It (Little, Brown and Company, 2009). See also Osamu Inoue and Paul Tuttle Starr, Nintendo Magic: Winning the Videogame Wars (Vertical, 2010).

10 “A lot of lavatory basins”: Luke Williams, “The iPod and the Bathtub: Managing Perceptions through Design Language,” Design Mind, Vol. 3, September 2005. Jonathan Ive’s biography is available at www.designmuseum.org/design/jonathan-ive.

11 “The freshness of an idea…”: Marc Andreessen quoted in Richard Farson and Ralph Keyes, Whoever Makes the Most Mistakes Wins (Free Press, 2002).

12 “You’d feel that user focus…”: Jason Kilar, interview with Charlie Rose, August 3, 2009.

13 “Can you imagine seeing a movie called…”: Stephanie Palmer, Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience (Crown Business, 2008).

14 “…the tradeoffs that Pure Digital had to…”: Robert Capps, “The Good Enough Revolution: When Cheap and Simple Is Just Fine,” Wired Magazine, August 24, 2009.

15 For more information on visualizing systems, see Peter M. Senge, The Fifth Discipline: The Art & Practice of The Learning Organization (Crown Business; Revised edition, 2006).

16 “It’s not enough to say…”: Elizabeth Diller quoted in Justin Davidson, Our Local Correspondents, “The Illusionists,” The New Yorker, May 14, 2007, p. 128.

Chapter 4

1 “Your company’s chance of creating…”: Gary Hamel, Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life (Harvard Business Press; Revised Edition, 2002).

2 “One of the biggest corporate blunders”: Peter Carlson, “The Flop Heard Round the World,” The Washington Post, September 4, 2007.

3 “Run them through the following”: These activities were developed and refined by Jason Severs of frog design, New York.

4 “It was the exact opposite”: Malcolm Gladwell, Blink: The Power of Thinking Without Thinking (Little, Brown and Company, 2005).

5 “It looks as though it came from…”: Ibid.

6 “The problem market research…”: Ibid.

7 “The value of prototypes…:” Michael Schrage, Serious Play: How the World’s Best Companies Simulate to Innovate (Harvard Business Press, 1999).

8 “Creating a dialogue between…:” Ibid.

9 “On April 11, 1970, the Apollo 13 Mission…:” Adapted from William Lidwell, Kritina Holden, and Jill Butler, Universal Principles of Design (Rockport Publishers, 2003), p. 171. For a dramatized film version of these events see Ron Howard’s, Apollo 13, Universal Pictures and Imagine Entertainment, 1995.

10 “…a character in a marketplace narrative”: Michael Schrage, Serious Play: How the World’s Best Companies Simulate to Innovate (Harvard Business Press, 1999).

11 “Include close-ups of details where needed”: For more detail on storyboarding techniques see Karen Holtzblatt, Jessamyn Burns Wendell, and Shelley Wood, Rapid Contextual Design: A How-to Guide to Key Techniques for User-Centered Design (Morgan Kaufmann; illustrated edition, 2004).

12 “This is a quick and dirty reel”: To understand the look and feel of quick video prototypes see the student work of the HCI Group (Human Computer Interaction) at Stanford University, California (www.hci.stanford.edu). There are many examples online. Search Google Video for “stanford video prototypes.”

Chapter 5

1 “I opened the script and it exploded…”: Christoph Waltz quoted in, “At War with Quentin Tarantino,” Esquire UK, September 2009.

2 “There are only three rules…”: Somerset Maugham reportedly said this in response to a student’s question while lecturing in a friend’s English class.

3 “The problem is that the term ‘elevator pitch’”: Stephanie Palmer, Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience (Crown Business, 2008).

4 In the discussion time after the pitch, be prepared to explain the tradeoff between cost and benefits associated with implementation, dive into issues of technical feasibility, and make suggestions for how the solution can be further tested. If the pitch resonates with your audience, the next step is the development of a business case and profit model.

5 “Flow state”: For more detail on the concept of “flow” and how it relates to attention see Mihály Csíkszentmihályi, Creativity: Flow and the Psychology of Discovery and Invention (Harper Perennial, 1997).

6 “… your ability to create a compelling introduction”: John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School (Pear Press; Reprint edition, 2009).

7 Allen Brady & Marsh’s pitch to British Rail: Jon Steel, “Pitching New Business,” influx interview (influxinsights.com/blog/article/1034/read.do), November 14, 2006.

8 “Give the audience a hint of a scene.” Orson Welles, U.S. filmmaker, actor, producer quoted in Frank Brady, Citizen Welles: A Biography of Orson Welles, ch. 8 (Anchor, 1990).

9 “The cat sat on the dog’s mat”: Sean Hall, This Means This, This Means That: A User’s Guide to Semiotics (Laurence King Publishers, 2007).

10 “Will the sheriff kill the shark…”: Robert McKee, Story: Substance, Structure, Style and The Principles of Screenwriting (It Books, 1997).

11 “Alien is Jaws on a spaceship”: All three examples from Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die (Random House; 1 edition, 2007).

12 “The compact, five-word phrase…”: Ibid.

13 “The answer lies in the ‘early adopters’”: For further information on capturing an “early market” see Alex Wipperfurth, Brand Hijack: Marketing Without Marketing, ch. 14 (Portfolio Trade, 2006).

14 “They combined the three things…”: Seth Godin, Unleashing the Ideavirus (Hyperion, 2001).

15 “Revolutionary goals, but evolutionary steps”: Gary Hamel, Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life (Harvard Business Press; Revised Edition, 2002).

16 “…’Just Do It’ was not about sneakers…”: Scott Bedbury and Stephen Fenichell, A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century (Penguin, 2003).

Epilogue

1 “If you believe human wants and needs are infinite…”: Marc Andreessen quoted in Thomas L. Friedman, The World Is Flat: A Brief History of the Twenty-first Century, (Farrar, Straus and Giroux; Expanded and Updated edition, 2006), p. 231.

2 “Wanna see my socks?”: Seth Godin, “The power of remarkable,” blog post, June 18, 2008.

3 “One has to passionately believe…”: Richard Branson, “The Money Programme,” BBC, July 1998.