IDEO's Diego Rodriguez and Ryan Jacoby have written a new article on design thinking and risk in the Spring 2007 issue of Rotman Magazine (download PDF here. Article starts on page 57).
"Embracing Risk to Learn, Grow and Innovate" speaks about how design thinkers openly acknowledge, embrace, and often times, amplify risk as a key part of any engagement. Rather than fearing the risk of failure, designers view failure as part of an iterative process involving repetitive cycles of feedback and innovation.
While designers openly embrace risk, they are also careful to mitigate their actions through a systematic approach to design thinking. This approach is based on three building blocks: empathy, prototyping, and storytelling.
- Marketing things people don't want substantially increases the risk of failure. Design thinkers listen, emphasize, and co-create with customers through ethnographic research, persona creation, and collaborative workshops/insight sessions. Furthermore, design thinkers obsess unreasonably about what is desirable: from the visceral, to the behavioral and emotional.
- Prototype early and often to accelerate feedback and failure. Design thinkers engage in different forms of prototyping to gather feedback before an idea or concept is considered "finished."
- Use stories to communicate intent. As discussed extensively in Dan & Chip Heath's Made to Stick, telling simple, emotional, and concrete stories is a means of inspiring action and ensuring team members are working towards a common vision.
At Organic, these elements form the foundation of our approach to creating exceptional experiences, from gathering three minds, to listening for insight, and embracing risk through multiple rounds of ideation and prototyping, where ideas freely diverge and converge.
Audrey Carr
Strategists & Planners
Comments (1)
I have performed jobs in the mkt field and have helped me forged a profile:
customer service: B2B and telemarketing, mkt research and field work/surveying, sales, public relations; and most recent, played the rol of buyer: international purchasing for the electronics industry.
Beforehand, I would like to deeply thank your attention and the opportunity, hopping to meet whenever you need.
RESUME
RAUL MORALES
341 Tideway Dr
Apt 203
CP 94501
Alameda, CA.
Phone 510 7486826*
OBJECTIVE
My wish is to carry on learning and develop and improve skills and techniques, also take advantage and exploit the knowledge I have gathered up to this point of my life, that will enable me to accomplish personal objectives and be a serviceable marketer to my society.
EXPERIENCE
Dec 2005– January 2006 Solectron Servicios de Mexico SA de CV South Ridge, SC
Guadalajara, Mex
Distribution Buyer
International Procurement Department. SUPPLI SERV SOLECTRON. Electronics Industry: Focus in the on time delivery of material for 4 different sites / facilities of SLR : in the USA to Milpitas, Austin and Charlotte; and in Canada, to Kanata, ON.
Product Source Specialist
For the Milpitas site, a brand new team that improves the data for commodity buyers: Quoting and placing the very first Purchase Order with a certain vendor, updating data for its farther usage.
March 2005– June 20051990 Braum’s Dairy Store, Liberal, KS South Ridge, SC
Counter sales
Part of service staff
September 2004–March 2005 Teck-Pack South Ridge, SC
Senior Sales Representative
Doubled revenues for each sales account. We provide box board protection. Packaging solutions.
Expanded sales to include more accounts in to our repertoire.
We got accounts that allowed the company subsist and keep competing.
Oct 2003 June 2004 Centro de Estudios Estrategicos para el Desarrollo. (Centre of Strategic Studies for the Developement) . CUCSH, U de G Guadalajara, Jal
Social Service
Data capture, results from surveys that took place in field using polls, marketing research.
July 2001- July 2002 Adecco Guadalajara, Mex
Customer Service Representative
Telemarketing, Customer Service for a Mobile Telephone Enterprise named TELCEL SA de CV.
Summer 2000 Pedrote Momentum Promociones Guadalajara, Mex
GIO for Green Peace
We made of Guadalajara the best place in Mexico according to the objective of Green Peace at that time, which was to catch associates for the organization.
EDUCATION
2000–2004 Universidad de Guadalajara Guadalajara, Mex
Bachelor Degree in Marketing
Sep 2004 – March 2005 Universidad de Guadalajara Guadalajara, Mex
Diplomado en Estrategias Mercatecnicas y Ventas: Especiallity in Marketing and Sales Strategies.
2 year English Course Vancouver Lenguage Centre Guadalajara, Mex
French Course, 1 year French Alliance of Mexico Guadalajara, Mex
Course of Business English level 12/12 ICI Guadalajara, Mex
Photoshp Course. Centro de Arte Adiovisual CAAV Guadalajara, Mex
INTERESTS
I enjoy hanging out with my friends, I like to draw, read, the graphic design, international business, marketing, languages, the statistics, sociology, photography, surfing the internet, fashion, history, aesthetics and art, and writing.
Posted by Raul Morales | May 23, 2007 2:32 PM
Posted on May 23, 2007 14:32