Andreas Roos - Google
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Transcript of Andreas Roos - Google
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01.02.2017 aroos@
google.com
CLOSE YOUR EYES
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01.02.2017 aroos@
google.com
Andreas Roos
Google ZOO on hammers, nails and innovation scaffolding
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THE FLOW Google ZOO on hamm
ers and nails - 1.02.2017
1. Intro2. What’s the ZOO3. Innovation Scaffolding4. Mindsets/Behaviors5. User focused formats6. Experiments7. Hammers & Nails8. Close & Questions
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THE ZOOA CREATIVE THINK TANKFOR BRANDS& AGENCIES
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HOW?BUSINESS PROBLEM
USER CENTERED
INNOVATION/
CREATION
EXPERIENCE/SERVICE
COMMUNICATION
PRODUCT
BRAND
AGENCY+GOOGLE ZOO
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SPEED
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TECH FOR THE SAKE OF TECH?
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TECH FOR THE SAKE OF TECH?
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Focus on the user. “There is no substitute for personally watching and listening to real people”- Larry Page
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WHAT IS THE ULTIMATE ELEVATOR RIDE?
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THE COOLEST ROOM EVER?
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TOOTHBRUSH TEST
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INNOVATION PROCESS ANYONE?
START
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INNOVATION PROCESS < INNOVATION SCAFFOLDING
START
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PROCESS IS PRESCRIPTIVE
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SCAFFOLDING IS DESCRIPTIVE
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ONLY FRAMING AND NAMING?
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VS
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INNOVATION SCAFFOLDING
User-centered formats
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DESIGN THINKING
EMPATHYIDEATION
(10x THINKING)
PROTOTYPING
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INNOVATION SCAFFOLDING
Mindsets/Behaviours
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MINDSETS / BEHAVIOURS
- Deliberate behavioral design- No immunity
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INNOVATION SCAFFOLDING
Mindsets/Behaviours
User-centered formats
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ONE BIG PROBLEM
- Intuition is not proof
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BRAINSTORMING
WE HAVE SOME PROOF
BECAUSE...
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PSYCHOLOGICAL SAFETY
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THE EXPERIMENT
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THE EXPERIMENTEMPATHY IDEATION PROTOTYPI
NGMINDSET/BEHAVIOR
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MINDSET/BEHAVIORMINDSET/BEHAVIOR BALLOON
TOWERS
ROCK, PAPER,
SCISSORS
2 TRUTHS
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EMPATHY
EMPATHY INTERVIEW
SURVEY
EMPATHY EXPERIENCE
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IDEATION
IDEATION CREATIVE MATRIX
BRAIN WRITING
SHIT IDEAS
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PROTOTYPINGPROTOTYPI
NG ROLEPLAY
GRANDPAPROTOTYPI
NG
LEGO MODELS
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T
WHAT ABOUT THE OUTCOMES?
MEASURING WHAT?
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MEASURING OUTCOMES
- QUALITY- QUANTITY- GROUP ENJOYMENT- GROUP PERCEIVED QUALITY
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EXPERIMENTING WITH INNOVATION SCAFFOLDING SOUNDS AMAZING!
But I came for the hammer & the nails....
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BUILD YOUR TOOLBOX
- From one tool to a toolbox- Built for speed- Counterintuitive often wins
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ONE LAST THING...
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WHY ARE BOOSTERS THIS SIZE?
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PREVIOUS THINKING RESTRICTS FUTURE THINKING
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ALL THE TIME
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EVERYWHERE
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PRESCRIPTIVE PROCESS IS NOT HELPING
WE RESTRICT THINKING TO WHAT IS INSTEAD OF WHAT CAN BE
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Innovation “make changes in something established, especially by introducing new methods, ideas, or products.”
NOT LIMITED TO THE HORSES ASS
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Break thinking“Breakthrough thinking requires you to break through something, and that something is your normal linear thinking pattern.”
Source: Matthew May - “In pursuit of elegance” on how to create truly original work
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3 THINGS TO-DO ON FRIDAY
FRIDAY MORNING TO-DO LIST
- Setup flexible innovation scaffolding- Experiment, since intuition is not proof- Block calendar for the award/royal visit
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FINAL EXPERIMENT: COMMITMENT“HIGH FIVE COMMITMENT”- On my mark- Turn to a partner (3 is ok) and share
one thing you’ll do differently tomorrow
- I will count down (3,2,1) and we do a synchronized “high five of commitment”