Change by Design Learning Notes

1. Fail early to succeed sooner

Consumers may provide us with insights that point to a more interesting, more promising and potentially more profitable market opening up in front of us. Insights of this sort should inspire us to refine to rethink our assumptions rather than press onward in adherence to an original plan.

A good idea is the intersection of desirability (good product/service), viability (regulation, operations) and feasibility (cost/pricing).

2. “All of us are smarter than any of us” – the key to unlocking the creative power of any organization.

– from multidisciplinary to interdisciplinary

– creative teams need to be able to share their thoughts not only verbally but visually and physically as well

3. Conventional market research can be useful in pointing toward incremental improvements, but they will never lead to rule-breaking, game-changing, paradigm-shifting breakthroughs.

– Potential customers’ behaviours can provide us with invaluable clues about their range of unmet needs.

Observations (step out of routine) – > Insights (familiarity with the industry) – > Products & Services

– Empathy in design: see the world through the eyes of others, understand the world through their experiences and feel the world through their emotions

– Latent needs: needs that maybe acute but that people may not be able to articulate

– Curiosity does not thrive in organizations that have grown cynical.

4. Stages of Design

Inspiration space – insights are gathered from every possible source

Ideation space – insights are translated into ideas

Implementation space – best ideas are developed into a concrete, fully conceived plan of action

5. Diverge (create choices) -> Converge (make choices)

  • to have a good idea, you must first have lots of ideas
  • The creative process, relies on synthesis- the collective act of putting the pieces together to create whole ideas.
  • Skills make for a great design thinker – the ability to spot patterns in the mess of complex inputs, to synthesize new ideas from fragmented parts.

6. 3 self-reinforcing phases of medical treatment:

The patient must understand his or her condition, then accept the need for treatment, and finally take action.

  • Design better information to educate people about their disease
  • Engage individuals as active participants in their own stories

7. Most people don’t want more options; they just want what they want. When overwhelmed by choice, we tend to fall into behavioral patterns of “optimizers” – people paralyzed by the fear that if they only waited a little while longer or searched a little harder, they could find what they think they want at the best possible price.

8. Ways to grow Matrix

  • Create (new users + new offerings) -revolutionary
  • Extend (existing users + new offerings) – evolutionary
  • Adapt (new users+ existing offerings) – evolutionary
  • Manage (existing users + existing offerings) – incremental

9. If we take time to examine the whole cycle of creation and use of a product- from the extraction of raw materials used in manufacturing to disposal at the end of its useful life- we may be able to find new opportunities for innovation

  • observe the ordinary
  • build on the ideas of others
  • remember to document the process as it unfolds

10. Think of life as a prototype. We can conduct experiments, make discoveries and change our perspectives. We can look for opportunities to turn processes into projects that have tangible outcomes.


Things that could be applicable to what I am trying to do:

  • Fridge sticker (every day health)
  • Pay then add (to your calendar)
  • A day of a white-collar worker
  • Storytelling begin early in the life of a project and be woven into every aspect of the innovation effort
  • Stop binging, start planning
  • What do people care: comfort, style, community

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