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8/12/2019 lastislide-noprocessprocess-131126135757-phpapp01

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STEAL THIS IDEA

BY MARTY NEUMEIER

The No-processProcess


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Designers have been touting process for decades. Why? Because clients

need reassurance that their investment is safe. By turning creativity into

a rational business process, designers have persuaded companies to

trust them with mission-critical projects and substantial budgets. Process

equals predictability. But what does the rational process really predict?

Unfortunately, only sameness. If you want real innovation, youll need a

much different process.

LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER


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The rational design process looks something like this:



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Find out more about

the challenge using

interviews and research


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Determine the

scope and goals

for the project


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Prototype and

assess a range

of ideas


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Select and refine the

most promising idea


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Launch the project


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All very logical. All very safe. And, in an era of innovation, all very wrong.

This linear, phase-by-phase structure guarantees that anything you learn

while working on one phase cannot be applied to a previous phase. The

arrow moves in one direction only. For example, if you discover something

exciting in the design phase, you cant go back and redefine the challenge

to accommodate it. That door is closed.



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A better process for innovation is something I call the no-process process.

It assumes that team members will uncover new ideas as they work.

Discovery, definition, and design are run on parallel tracks instead of a single

sequential track, so they can talk to each other and create surprising new

combinations. The arrow moves forward, backward, and in between, keeping

ideas in a liquid state as long as possible.



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This process was pioneered by the military, where it was called swarming.The goal was to attack a problem from many angles at once, thereby

shrinking the time to action. At Liquid we use it to integrate brand programs

without compromising their integrity.

One caveat: The no-process process is not for sissies. Its chaotic and

sometimes irrational. Its a style of advanced creativity. But if your goal

is innovation, its the only style that works.



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Find other Marty Neumeier ideas to steal atliquidagency.com/blog


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