78 Questions
What is the speaker suggesting the audience do with their story?
Act it out in a quick skit
What is provided to help create a storyboard?
A storyboard worksheet
What is the purpose of creating a solution architecture?
To create a more organized presentation of ideas
What is the result of clustering individual ideas?
A set of directives
What is the top level of the solution architecture?
Overall goal
What is the benefit of presenting a solution architecture?
It reduces the number of ideas presented
How does the speaker suggest using AI opportunities?
To generate images
What is the purpose of creating a storyboard?
To plan out a story or idea
What is the relationship between directives and ideas?
Directives categorize individual ideas
What is the example of a directive mentioned in the text?
Simplify logistics
What is the purpose of writing strategy level concepts?
To articulate a high-level idea or direction for the organization
According to the framework mentioned, what is the purpose of the 'where to play' question?
To decide who the target users and customers are and what products and services to offer
What is the value of using the framework for articulating strategy?
It is easily understandable and has been widely adopted
What is the benefit of clustering individual ideas?
To make individual ideas more powerful and mutually reinforcing
What is the first question to answer in the strategy cascade?
What is our bold aspiration?
What is the result of breaking down the 'where to play' question?
Three smaller decisions about the scope
Why is it important to identify the purpose or ambition of the strategy first?
To set the right level of ambition
What is the relationship between the three levels of the strategy cascade?
They are sequential and building upon each other
What is the main benefit of using the strategy cascade?
It helps to articulate strategy in an easy to understand way
What is the third question in the strategy cascade?
How will we win?
What is the primary issue with presenting individual ideas to a group of leaders or decision makers?
They may be broken down and argued about, invalidating the rest of the work.
Why is it helpful to get leaders and stakeholders to agree on directives before presenting individual ideas?
It ensures that everyone is on the same page.
What is the advantage of using a directive-based approach to idea generation?
It enables a more effective evaluation of individual ideas.
What is the risk of presenting individual ideas without a directive-based approach?
They may be beaten up and argued about, leading to invalidation of the rest of the work.
What is the purpose of clustering and making ideas messy?
To ensure that ideas are mutually exclusive and collectively exhaustive.
What is the main advantage of using a directive-based approach to communicate ideas to an organization?
It enables effective communication of ideas to the organization.
What is the outcome of presenting individual ideas without a directive-based approach?
They are more likely to be debated and broken down.
Why is it important to work at the directive level before moving to individual ideas?
It ensures that individual ideas are aligned with organizational goals.
What is the outcome of presenting a directive-based approach to stakeholders?
They are more likely to accept the idea if it aligns with their goals.
What is the benefit of using a directive-based approach to idea generation?
It leads to more profitable ideas.
Who is presenting the sixth module of the Advanced Design planning course?
Jeremy Alexis
What is the main topic discussed in the sixth module?
Communication and testing
What should be prioritized over making concepts perfect at the early stage?
Clarity
What is important to achieve before sharing ideas with others?
Making them clear
What should be done after making the concepts clear enough?
Get testing and feedback quickly
Why is it suggested not to stress over making concepts perfect initially?
Feedback will help improve them
Who can provide valuable feedback to help improve initial ideas?
Leadership and stakeholders
What is described as one of the most important parts of the design process?
Being vulnerable and showing ideas for feedback
Which method is suggested for structuring and authoring concepts?
All of these methods
What should be considered when choosing between writing concept boards and storyboards?
The individual's preference
What is the first decision point when structuring and authoring concepts?
Whether it is a strategy or a product/service idea
What type of concept would likely require the use of a storyboard?
A service interacting with people
Which format is suggested for presenting a series of potential strategies?
A portfolio
What is an essential feature of a good concept board?
A fun title expressing the concept name
For what type of concept is it suggested to use a broad overall understanding without nitty-gritty details?
Strategy level concepts
Which of these is a component that should be included on a concept board?
Benefits for the user
What is the solution architecture used for?
Sharing multiple concepts at once
Which type of document is particularly suited for a specific product concept that can be visually represented?
Concept board
What is a benefit of using a structured, repeatable way to author concept boards?
Ensures feedback on similarly developed concepts
What role do sketching and illustrations play in concept boards?
They help visualize and refine rough concepts
How has AI impacted the creation of concept illustrations?
It speeds up the process significantly
Why might some organizations choose to exclude 'jobs to be done' from a concept board?
It may not fit naturally with the concept
What is the primary purpose of a storyboard in concept illustration?
To walk someone through the use of the product or service
What should be considered when developing multiple concepts?
All concepts should be at similar levels of development
What does the 'jobs to be done' framework help with in concept boards?
Understanding the specific purpose of a product for the user
What was the purpose of the example storyboard developed for a large coffee company?
To demonstrate the development of an app
What is a substantial advantage of using AI for image creation in concept boards?
It quickens the transformation of rough concepts into images
What kind of feedback does structuring concepts similarly help obtain?
Honest input based on equally developed ideas
What is considered the hero in a storyboard?
The user
What is the purpose of defining the conflict in a storyboard?
To identify the problem the hero is trying to solve
What is the aid in a storyboard context?
The solution or product helping the hero
What does Act 1 typically involve in a three or four act storyboard?
Setting the scene
Which section of a storyboard does the call to action belong to?
Act 2
In addition to the three acts, which additional phase is often considered in a storyboard?
Reward
What technique is described by the use of whiteboards, monitors, and props to demonstrate steps of a service?
Body storming
Why do experienced storywriters often stick to the three or four act structure?
It's intuitive and allows for narrative flexibility
What change occurs to the hero by the end of the storyboard?
Their behavior and feelings change
During what scenario was the body storming example setup?
COVID pandemic
What is described as a 'litmus test' for launching a new product or service?
Providing a unique offering
According to Michael Porter, what is one strategy companies can use to win in the market?
Operating with sustainably lower costs
What type of initiative is referenced with the example of 'Von Steuben High School'?
Nonprofit high school program
What should be the centerpiece of the strategy in a 'design in innovation' class according to the text?
Making a distinctive, better offering
What does the speaker emphasize about 'sustainability aspects'?
They contribute to product differentiation
What was the mission of the Von Steuben High School's strategy?
Building Chicago public school students' knowledge
What do the 'how to win' strategies require companies to be clear about?
Their focus on cost or differentiation
What was essential for the success of the educational strategy at Von Steuben High School?
Collaboration with teachers
What are common characteristics of the 'how to win' worksheet example given?
It applies to various scales, from high schools to large companies
What should be considered to determine the validity of a new strategy?
The ability to execute it and the motivation to do so
Study Notes
Communication and Testing
- Importance of clear communication in the design process
- Clear communication helps in getting feedback and improving ideas
- It's more important to be clear than to be right
Structuring and Authoring Concepts
- Three methods to structure and author concepts: writing strategy level concepts, concept boards, and storyboards
- Writing strategy level concepts is suitable for broad, high-level ideas, such as a new business or product
- Concept boards are suitable for presenting specific products or services
- Storyboards are suitable for presenting interactive services or products with multiple steps
Concept Boards
- A concept board is a simple slide that presents an idea
- Key components of a concept board:
- Title and tagline
- Description of what it is
- How it works
- Benefits to the user
- Jobs to be done (optional)
- AI-generated images can be used to create concept boards quickly
- A template is provided to help create concept boards
Storyboards
- A storyboard is a step-by-step illustration of how a product or service is used
- Key components of a storyboard:
- Define the hero (user) and the conflict (problem)
- Introduce the aid (solution)
- Show the journey of using the aid
- Show the resolution and benefits
- A three or four-act structure can be used to create a storyboard
- The hero, conflict, aid, and resolution should be defined
- A storyboard can be presented in a live, interactive way using props and actors
Solution Architecture
- A solution architecture is a structured way to present multiple ideas
- It uses clustering to group similar ideas together
- The solution architecture consists of:
- Individual ideas at the bottom
- Cluster names (directives) in the middle
- A high-level goal or vision at the top
- This approach helps to present ideas in a clear and organized way### Strategy Development
- The importance of not getting hung up on a single idea, but rather focusing on the directive level and moving down to the idea itself.
- The example of a pet food company that began with an idea for a trampoline for dogs, but eventually led to other profitable ideas, such as different packaging, that interacted with the pet during mealtime.
The Strategy Cascade
- The strategy cascade framework, developed by Roger Martin and A.G. Lafley, is a useful tool for articulating strategy at a corporate and organizational level.
- The framework consists of three levels: purpose, where to play, and how to win.
- The purpose level involves identifying the bold aspiration or ambition of the strategy.
- The where to play level involves deciding on the scope, products and services, and channel to deliver to the customers.
- The how to win level involves determining what makes the strategy distinctive and unique.
Identifying Ambition
- The importance of identifying the bold aspiration or ambition of the strategy, as it sets the conversation at the right level.
- Examples of ambitions could include creating a new product or service, entering a new market, or achieving a certain level of growth.
Where to Play
- The where to play level involves deciding on the scope, products and services, and channel to deliver to the customers.
- The scope involves identifying the customers and users, and determining the geographic and demographic characteristics.
- The products and services involve determining what products and services will be offered, and what features and benefits they will provide.
- The channel involves determining how the products and services will be delivered to the customers.
How to Win
- The how to win level involves determining what makes the strategy distinctive and unique.
- This involves identifying what will be different and better about the product or service, and how it will be sustained over time.
- There are two ways to win: operating with sustainably lower costs, or differentiating through unique features and benefits.
Worksheet Example
- A worksheet example from Von Steuben High School in Chicago shows how to apply the strategy cascade framework to a real-world scenario.
- The worksheet outlines the ambition, scope, products and services, channel, and how to win for a new program or service.
Learn about the concept of jobs to be done in organizations and how it's used on concept boards. Understand when to include or eliminate it.
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