Podcast
Questions and Answers
What is the speaker suggesting the audience do with their story?
What is the speaker suggesting the audience do with their story?
- Create a video presentation
- Make a storyboard
- Act it out in a quick skit (correct)
- Write it out in a script
What is provided to help create a storyboard?
What is provided to help create a storyboard?
- A script template
- A storyboard worksheet (correct)
- A character development guide
- A story outline template
What is the purpose of creating a solution architecture?
What is the purpose of creating a solution architecture?
- To create a new product
- To create a more organized presentation of ideas (correct)
- To filter out bad ideas
- To prioritize ideas based on feasibility
What is the result of clustering individual ideas?
What is the result of clustering individual ideas?
What is the top level of the solution architecture?
What is the top level of the solution architecture?
What is the benefit of presenting a solution architecture?
What is the benefit of presenting a solution architecture?
How does the speaker suggest using AI opportunities?
How does the speaker suggest using AI opportunities?
What is the purpose of creating a storyboard?
What is the purpose of creating a storyboard?
What is the relationship between directives and ideas?
What is the relationship between directives and ideas?
What is the example of a directive mentioned in the text?
What is the example of a directive mentioned in the text?
What is the purpose of writing strategy level concepts?
What is the purpose of writing strategy level concepts?
According to the framework mentioned, what is the purpose of the 'where to play' question?
According to the framework mentioned, what is the purpose of the 'where to play' question?
What is the value of using the framework for articulating strategy?
What is the value of using the framework for articulating strategy?
What is the benefit of clustering individual ideas?
What is the benefit of clustering individual ideas?
What is the first question to answer in the strategy cascade?
What is the first question to answer in the strategy cascade?
What is the result of breaking down the 'where to play' question?
What is the result of breaking down the 'where to play' question?
Why is it important to identify the purpose or ambition of the strategy first?
Why is it important to identify the purpose or ambition of the strategy first?
What is the relationship between the three levels of the strategy cascade?
What is the relationship between the three levels of the strategy cascade?
What is the main benefit of using the strategy cascade?
What is the main benefit of using the strategy cascade?
What is the third question in the strategy cascade?
What is the third question in the strategy cascade?
What is the primary issue with presenting individual ideas to a group of leaders or decision makers?
What is the primary issue with presenting individual ideas to a group of leaders or decision makers?
Why is it helpful to get leaders and stakeholders to agree on directives before presenting individual ideas?
Why is it helpful to get leaders and stakeholders to agree on directives before presenting individual ideas?
What is the advantage of using a directive-based approach to idea generation?
What is the advantage of using a directive-based approach to idea generation?
What is the risk of presenting individual ideas without a directive-based approach?
What is the risk of presenting individual ideas without a directive-based approach?
What is the purpose of clustering and making ideas messy?
What is the purpose of clustering and making ideas messy?
What is the main advantage of using a directive-based approach to communicate ideas to an organization?
What is the main advantage of using a directive-based approach to communicate ideas to an organization?
What is the outcome of presenting individual ideas without a directive-based approach?
What is the outcome of presenting individual ideas without a directive-based approach?
Why is it important to work at the directive level before moving to individual ideas?
Why is it important to work at the directive level before moving to individual ideas?
What is the outcome of presenting a directive-based approach to stakeholders?
What is the outcome of presenting a directive-based approach to stakeholders?
What is the benefit of using a directive-based approach to idea generation?
What is the benefit of using a directive-based approach to idea generation?
Who is presenting the sixth module of the Advanced Design planning course?
Who is presenting the sixth module of the Advanced Design planning course?
What is the main topic discussed in the sixth module?
What is the main topic discussed in the sixth module?
What should be prioritized over making concepts perfect at the early stage?
What should be prioritized over making concepts perfect at the early stage?
What is important to achieve before sharing ideas with others?
What is important to achieve before sharing ideas with others?
What should be done after making the concepts clear enough?
What should be done after making the concepts clear enough?
Why is it suggested not to stress over making concepts perfect initially?
Why is it suggested not to stress over making concepts perfect initially?
Who can provide valuable feedback to help improve initial ideas?
Who can provide valuable feedback to help improve initial ideas?
What is described as one of the most important parts of the design process?
What is described as one of the most important parts of the design process?
Which method is suggested for structuring and authoring concepts?
Which method is suggested for structuring and authoring concepts?
What should be considered when choosing between writing concept boards and storyboards?
What should be considered when choosing between writing concept boards and storyboards?
What is the first decision point when structuring and authoring concepts?
What is the first decision point when structuring and authoring concepts?
What type of concept would likely require the use of a storyboard?
What type of concept would likely require the use of a storyboard?
Which format is suggested for presenting a series of potential strategies?
Which format is suggested for presenting a series of potential strategies?
What is an essential feature of a good concept board?
What is an essential feature of a good concept board?
For what type of concept is it suggested to use a broad overall understanding without nitty-gritty details?
For what type of concept is it suggested to use a broad overall understanding without nitty-gritty details?
Which of these is a component that should be included on a concept board?
Which of these is a component that should be included on a concept board?
What is the solution architecture used for?
What is the solution architecture used for?
Which type of document is particularly suited for a specific product concept that can be visually represented?
Which type of document is particularly suited for a specific product concept that can be visually represented?
What is a benefit of using a structured, repeatable way to author concept boards?
What is a benefit of using a structured, repeatable way to author concept boards?
What role do sketching and illustrations play in concept boards?
What role do sketching and illustrations play in concept boards?
How has AI impacted the creation of concept illustrations?
How has AI impacted the creation of concept illustrations?
Why might some organizations choose to exclude 'jobs to be done' from a concept board?
Why might some organizations choose to exclude 'jobs to be done' from a concept board?
What is the primary purpose of a storyboard in concept illustration?
What is the primary purpose of a storyboard in concept illustration?
What should be considered when developing multiple concepts?
What should be considered when developing multiple concepts?
What does the 'jobs to be done' framework help with in concept boards?
What does the 'jobs to be done' framework help with in concept boards?
What was the purpose of the example storyboard developed for a large coffee company?
What was the purpose of the example storyboard developed for a large coffee company?
What is a substantial advantage of using AI for image creation in concept boards?
What is a substantial advantage of using AI for image creation in concept boards?
What kind of feedback does structuring concepts similarly help obtain?
What kind of feedback does structuring concepts similarly help obtain?
What is considered the hero in a storyboard?
What is considered the hero in a storyboard?
What is the purpose of defining the conflict in a storyboard?
What is the purpose of defining the conflict in a storyboard?
What is the aid in a storyboard context?
What is the aid in a storyboard context?
What does Act 1 typically involve in a three or four act storyboard?
What does Act 1 typically involve in a three or four act storyboard?
Which section of a storyboard does the call to action belong to?
Which section of a storyboard does the call to action belong to?
In addition to the three acts, which additional phase is often considered in a storyboard?
In addition to the three acts, which additional phase is often considered in a storyboard?
What technique is described by the use of whiteboards, monitors, and props to demonstrate steps of a service?
What technique is described by the use of whiteboards, monitors, and props to demonstrate steps of a service?
Why do experienced storywriters often stick to the three or four act structure?
Why do experienced storywriters often stick to the three or four act structure?
What change occurs to the hero by the end of the storyboard?
What change occurs to the hero by the end of the storyboard?
During what scenario was the body storming example setup?
During what scenario was the body storming example setup?
What is described as a 'litmus test' for launching a new product or service?
What is described as a 'litmus test' for launching a new product or service?
According to Michael Porter, what is one strategy companies can use to win in the market?
According to Michael Porter, what is one strategy companies can use to win in the market?
What type of initiative is referenced with the example of 'Von Steuben High School'?
What type of initiative is referenced with the example of 'Von Steuben High School'?
What should be the centerpiece of the strategy in a 'design in innovation' class according to the text?
What should be the centerpiece of the strategy in a 'design in innovation' class according to the text?
What does the speaker emphasize about 'sustainability aspects'?
What does the speaker emphasize about 'sustainability aspects'?
What was the mission of the Von Steuben High School's strategy?
What was the mission of the Von Steuben High School's strategy?
What do the 'how to win' strategies require companies to be clear about?
What do the 'how to win' strategies require companies to be clear about?
What was essential for the success of the educational strategy at Von Steuben High School?
What was essential for the success of the educational strategy at Von Steuben High School?
What are common characteristics of the 'how to win' worksheet example given?
What are common characteristics of the 'how to win' worksheet example given?
What should be considered to determine the validity of a new strategy?
What should be considered to determine the validity of a new strategy?
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
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.
