In May 2019 I attended Gartner’s Marketing Symposium/Xpo in San Diego, California.
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Attending a Marketing Conference as a Product Design leader is interesting. I realized that Marketing and Design draw from the same datasets. The difference is that Marketers use the data to position/sell and Design uses the data to learn/create. It’s a symbiotic relationship that delivers value to people and businesses.
My main thought…
One of my life principles is:
Always understand the ‘why’.
Friedrich Nietzsche succinctly said:
He who has a why to live can bear any how.
Design thinking is a method and set of frameworks that facilitates solving problems from first principles*. Design thinking encourages learning, experimentation, and solutions that are based in knowledge.
Design thinking is made up of 3 things that are well acknowledge and a 4th that gets less recognition:
1. “State the idea you wish to express as clearly as possible, and in terms preschoolers can understand.” Example: It is dangerous to play in the street.
2. “Rephrase in a positive manner,” as in It is good to play where it is safe.
3. “Rephrase the idea, bearing in mind that preschoolers cannot yet make subtle distinctions and need to be redirected to authorities they trust.” As in, “Ask your parents where it is safe to play.”
4. “Rephrase your idea to eliminate all elements that could be considered prescriptive, directive, or instructive.” …
2. Also have access to real people we’re solving for
3. Assuming we have a healthy timeline, if we want to get more scrappy several parts of the following process can be shortened or removed — the trade off results in less certainty in the final product.
a) Who’s interested in the problem space & why?
b) Why are we doing this?
c) What do we think is important?
d) Who is missing…
Principle #1: Simplicity
Finding the essential core of your idea.Master of exclusion. It’s not about being short. It’s not sound bytes. It’s about finding proverbs. The golden rule – a one sentence statement so profound that someone could spend a life time learning it.
Principle #2: Unexpectedness
How do we get our audience interested in our ideas and how to we keep their interest while we try to get our points across. Need to violate people’s expectations. Need to be counter intuitive.
“A bag of popcorn is as unhealthy as a whole day worth of fatty foods.”
Must generate interest…
Power Law 1: Don’t think “new product” — think social value.
Power Law 2: Think social value before “tech”.
Power Law 3: Enable human agency. Design people into situations, not out of them.
Power Law 4: Use, not own. Possession is old paradigm.
Power Law 5: Think P2P, not point-to-mass.
Power Law 6: Don’t think faster, think closer.
Power Law 7: Don’t start from zero. Re-mix what’s already out there.
Power Law 8: Connect the big and the small.
Power Law 9: Think whole systems (and new business models, too).
Power Law 10: Think open systems, not closed ones.
I’m a Digital Product Leader with expertise in Product Design (UX) and Product Management. My focus is E-commerce, Strategy, and Storytelling.