Hi all!! I am new on the network.
My name is Beatriz Sigüenza, founder of Leap lab in Spain. I am helping small and medium size companies to innovate, using Design Thinking as a tool. However I am having a hard time trying to convince them about the importance of innovation.
I will happy with some advice or tips about your experience.
You can write me to email@example.com.
What exactly is difficult? Don't they believe in innovation? Do they not feel any necessity to change? Or are they not convinced design thinking is the tool to help them?
In my opinion the problem is that they are scare when somebody talk to them about change. Also when you told them that they need to create new things if they want to survive and grow as a company, they think that if now is OK, why I need to change?
In Spain things work as: if my neighbour does and it works, I will do it. But very few people wants to be the first one.
I do not use the term "Desing Thinking" it is too much for people in traditional business. Also there is a misconception about the term "innovation". From government point of view innovation is only use technology or R&D. And government supports only this kind of innovation. People thinks that when you are working in innovation, you are doing technology.
However I want to work with people that doesn't understand about inovation, because my purpose is try to help traditional business. We have an exceptional potencial in sectors as food and wine. We can be a reference on that, we can create a lot of employment. And everybody needs to eat and drink every single day.
I need to find the way to have a good speech to convince them about the importance of change.
I don't think there is a big difference between Spain and other countries. We all struggle with convincing senior management to start innovating with a human centered approach, and not a pure technological one.
This is why my company (DesignThinkers) mainly talks about "New Marketing", meaning that companies need to stop broadcasting and start to engage in a meaningful conversation with their stakeholders. From a marketing perspective it makes more sense to them. Everyone know that new media is increasing the influence of customers. We start with addressing that problem. Everything else (service innovation, organizational redesign etc) follows very naturally from that.
I like the concept of "New Marketing". I work on that for redefine my speech.
Thanks a lot!!
I still didn't send you my map from the Elisava Workshop in Barcelona. I will do it today.
Okay, just let me know if I can be of service :-)
And thanks for your DT Mind Map. Very cool!
Hi Beatriz! Welcome aboard. We met at the Barcelona Elisava DT workshop.
As I mentioned I'm trying to help spanish companies to grasp on the DT principles. You might like to joint efforts and/or share experience. I'm also lecturing at an Innovation Management Master.
Believe me. I share your feelings and sense of frustration. It is a discovery journey for most of them, since they keep trying to apply old tools to new problems...
Spain is still (with many exceptions we must find) in the "just manufacture" business and they find it quite difficult to get into the DT mood to gather needs vs. specs & price...
We should find the way to convince people in "Spanish way". We need to create a new ROI for innovation.
Without numbers, it is difficult.
Keep in touch!
I'm extensively using the ROI as:
- Return on Involvement, Return on Integrity, Return on Impact. As I mentioned in the BCN workshop, designing for Reputation is under quite similar pressure. It requires almost the same attitudes, behaviors, etc. required to deliver a "Good Design". Thus, the customer approaching mechanisms are compatible.
We have managed to relate (statistically validated) the Reputation value to the Market value. I'm sure we can arrive to a similar index for the DT output, since it basement is the people and their perceptions, needs, values, etc. (empathy-listening-feelings -->turn into --> Client attitudes towards a Company)
How things are going? Any progress with your latests DT "sales pitch" in Spain. I knew you came to Valencia for Fallas! You should call me and (beer wall and fire crackers between us) workout our common DT praise!
As you can see it DT is on an early start phase for most of us. Any product ahead of its time is a semi nightmare. Is good to know, though, time will find us well developed! (if not starved...)
Just for you to know. In one of my current accounts I started to use DT as a "just checking questionnaire".
As an example, they requested an Ethics Policy, now they've ended with a full GRC (Governance, Risk & Compliance) deployment given their new (fresh) understanding of Reputational and Viability Risks.
"DT" help them to realize "greenwash" and "wet policies" are, no longer, an management option.
BTW, I never mentioned DT at all.
Keep it up!
I empathise with you. In UK too the Design Thinking movement is relatively new - I even had meetings recently with Deans of leading business schools AND design schools who do not know what DT is... even though the Design Council is a big promoter of Design Thinking and Service Design, and innovation is high on the post economic crisis recovery agenda. So in the light of this it is perhaps not surprising that companies aren't doing it, and until that happens, and case studies about the benefits are heard, then widespread adoption in smaller and medium companies is unlikely. At present the public sector in UK is using DT to successfully re-invent public services - see my blog post on a good example about this here : http://cultivar.wordpress.com/2010/11/21/dott-cornwall-design-think...
At this stage I feel like a heretic... being an evangelist at the forefront and trying to build a movement is hard, and requires supporters. The DT network is a big help, and very supportive, but I think there are different levels of maturity in this field and northern mainland Europe in particular seems a much earlier adopter and advocate of DT.
In UK I think that for too long conventional thinking has been that to be successful there is a need to relentlessly cut-costs to improve profitability. Design and innovation is regarded as an investment with long-term benefits but small companies think they can't afford it... traditional consultants and advisors are geared towards logical, rational, analytical thinking... lean thinking and removal of waste are key themes, and the philosophy is one of "saving our way to prosperity" which may deliver short term benefits but is unsustainable.
Keep up the good work in Spain, maybe we can learn from each other!
There is also the problem as I understand in design thinking that beyond designers at least in countries like India people are caught unawares what design can do and how its helping to uproot the problems of the society. Design still in context remains very mainstream streamlined thinking which is difficult for people to grasp sometimes. In that case what should the approach be?