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The Future of Design: Meaning and Sustainability May Change EverythingNathan ShedroffMay 2009
SUSTAINABILITY
BUSINESS
DESIGN
SUSTAINABILITY
BUSINESS
DESIGN
• Increased awareness• Increased prices• Increased transparency
• Increased awareness & respect in the business world
• Increased integration in academia
• Increased documentation
• Increased competition (globally & locally)
• Increased desire for innovation
•Economic crisis•Ubiquity in techniques
SUSTAINABILITY
BUSINESS
DESIGN
SUSTAINABILITY
BUSINESS
DESIGN
EXPERIENCE
SUSTAINABILITY
BUSINESS
DESIGN
MEANING
EXPERIENCE
What are the pressing questions for our industries for these times?
What are the pressing answers for our industries for these times?
What’s a more sustainable world look like?
“In a stable economy, sustainability is the competitive advantage strategy.
In a down economy, sustainability is the turnaround strategy.
In a collapse, sustainability is a survival strategy.”
Hunter Lovins, 2009
MONEY
SOCIAL JUSTICE
NATURAL RESOURCES
The Aeschlimans, 1948
We need:Think in systems
New conversations with our clientsA focus on efficiency, value, and health
A focus on services/benefits, not productsBetter assessment tools & metricsMore transparency & accountability
Engage diverse stakeholdersWork in multidisciplinary teams
Redefine “conservative”
Tools:Sustainability Helix
Integrate Bottom LineOkala™ Curriculum
sustainableminds.comwww.eiolca.net
www.nationalgeographic.com/greendex
Stage 0:Unsustainable
“Business as Usual”Stage 1:
ExplorationStage 2:
ExperimentationStage 3:
LeadershipStage 4:
Restoration
High degree of organizational alignment
Stakeholders & CommunitiesGovernance and ManagementOperations and FacilitiesDesign and Process Innovation
Human Resources and Corporate CultureMarketing and CommunicationsPartnerships and Stakeholder Engagement
Sustainability Helix
What’s more meaningful world look like?
Commodity Product Service Experience
From: The Experience Economy, Pine and Gilmore
Price/Value
Commodity Product Service Event/Environment
Price/Value
Experience
BreadthProductServiceBrand
Name(s)Channel/Environment
(Space)Promotion
Price
DurationInitiation
ImmersionConclusion
Continuation
IntensityReflexHabitEngagement
TriggersSenses:Sight
Sound
Smell
Taste
Touch
Cognitive:Concepts
Symbols
InteractionPassiveActiveInteractive
SignificanceMeaningStatus/IdentityEmotion/LifestylePriceFunction
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
We need to:Engage diverse stakeholders
Think in systemsEngage customers deeply
Focus on experiences, instead of artifactsSpeak the language of businessWork in multidisciplinary teams
Tools:Meaning Model
Experience Modelmakingmeaning.com
What’s a post-consumer world look like?
In a consumer world:consumption = happiness
We need to:Think in systems
Engage diverse stakeholdersWork in multidisciplinary teams
Focus on experiences, instead of artifactsCreate new visions of the worldCreate new economic models
Create new roles for advertisingCreate new corporate charters
Tools:covive.com/gri
grossnationalhappiness.comB-Corp & Corp2020
???
SUSTAINABILITY
BUSINESS
DESIGN
MEANING
EXPERIENCE
The (new) beginning