The New DesignAnd why it’s the best tool for innovation at scale.

The New DesignOur understanding of design has traveled far from a form-giving and styling skillset to become a strategic business tool, and now, a process for conceiving, carrying out and conveying meaningful social change.

Design is a verb, an activity with intent and impact, resources and constraints, actors and audiences.

And it requires leadership at every stage.

“As homo sapiens’s entry in any intergalactic design competition, industrial civilization would be tossed out at the qualifying round.” David Orr

The traditional designer is an individual creator. Think Raymond Loewy, Frank Lloyd Wright, Paul Rand, Bucky Fuller

i@cherylheller dsi.sva.edu

3@cherylheller @svadsi

The creative output we recognize and reward is the product of individual vision.

@cherylheller dsi.sva.edu

This won’t work.i

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We need to evolve from creators to creative transformers, from authors to partners.

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@cherylheller dsi.sva.edu

The new design emerges from what from what Paul Hawkins has called the “largest movement on earth”:

Inside communities and at a systems level, the new design re-imagines and reinvigorates

human resources.

@cherylheller dsi.sva.edu

Traditional design skills:

Visualizing CritiqueForm givingInteraction designProject management Identity Development (visual)

Social design skills:

MappingStorytellingIteration/PrototypingCommunication PersuasionResearch Ethnographic methodsInnovationCritical thinkingWritingCross-disciplinary problem solvingProject Management Identity Development (systemic)DocumentationSynthesis/analysisFacilitation

Skills common to all effective social impact participants

Relationship buildingSympathy (listening)HumilityPartneringCollaboration EntrepreneurshipTheory of ChangeNegotiationLeadershipSystems thinkingContextualizingPrioritizationDisciplineFinancial management

It requires new skills and knowledge

@cherylheller dsi.sva.edu

Social design skills:

Mapping

StorytellingIteration/PrototypingCommunication

PersuasionResearch Ethnographic methodsInnovation

Critical thinkingWritingCross-disciplinary problem solvingProject Management Identity Development (systemic)DocumentationSynthesis/analysis

Facilitation

Skills common to all effective social impact participants

Relationship buildingSympathy (listening)HumilityPartneringCollaboration EntrepreneurshipTheory of ChangeNegotiation

LeadershipSystems thinkingContextualizingPrioritizationDisciplineFinancial management

It requires the skills of leadership

@cherylheller dsi.sva.edu

It requires seeing reality from multiple perspectives.

@cherylheller dsi.sva.edu

You.

End-users. All other affected audiences,

stakeholders.

Your client,

sponsor.

The way it works:

@cherylheller dsi.sva.edu

1. Identity is destiny.

@cherylheller dsi.sva.edu

13

19

2. Communication is the basis of all

relationships and relationships are the

beginning and end of life.

IdentityIdeaCharacterResourcesPrinciplesDestinyIdea

Visionary Attract

ConnectInspire Engage Promise

OrganizeStrategizeTeach Demonstrate Relationships

MotivateDisseminateTransformImpact

Leader Entrepreneur Changemaker

22

February 12, 1809

In the collective, leadership is more important than ever.

DSIDesign for Social Innovation

23

1. Definition. Rectify the languageDefine the visionBrand promise Name

2. Understanding. Allow the brand promise to dictate behaviorAudit communications and experienceMake your case

3. Engagement. Find the emotionMake it participatoryMake sure it’s trueExecute last and less

ENGAGEMENTUNDERSTANDING DEFINITION

DSIDesign for Social Innovation

3. Creativity is collective.

1515

Engaging a whole city in changing its future.

4.Playing is engaging.

@cherylheller dsi.sva.edu

1717@svadsi @cherylheller

5.The invisibles drive change.

@cherylheller dsi.sva.edu

Cynics

No o

ne p

ays

atte

ntio

n to

wha

t’s g

oing

on.

I stil

l mar

vel t

hat w

e ru

n at

all.

We

don’

t rea

lly k

now

who

we

are.

GIV

E is

diff

eren

t, cl

early

a d

isco

nnec

t the

re.

We’

re s

o in

tern

ally

focu

sed

we

som

etim

es w

e lo

se s

ight

of t

he re

ality

of o

ur e

xter

nal.

We

talk

abo

ut c

hang

e a

lot b

ut th

e ac

tion

does

n’t c

ome

thro

ugh.

We’

re n

ot a

s go

od a

t wha

t we

do o

r as

big

as w

e th

ink

we

are.

We’

ve h

ired

the

wro

ng p

eopl

e.

I’m s

adde

ned

we’

re lo

sing

the

cultu

re.

We

say

they

now

mor

e th

an w

e us

ed to

.

They

mad

e a

rule

that

you

can’t

wea

r jea

ns w

hen

the

inve

stor

s ar

e he

re.

Peop

le a

ren’

t use

d to

mak

ing

deci

sion

s an

d do

n’t s

tick

to th

em w

hen

they

are

The

new

peo

ple

add

a lo

t mor

e va

lue

than

the

peop

le w

ho h

ave

been

her

e a

whi

le.

Are

we

just

bec

omin

g a

conv

entio

nal c

ompa

ny?

We’

re b

ecom

ing

com

pete

nt a

t bei

ng c

onve

ntio

nal.

Not

muc

h tr

ansf

eren

ce ta

kes

plac

e.

I am

stu

nned

that

ther

e ar

e he

alth

y pe

ople

at 7

g w

ho u

se th

e el

evat

or.

Som

e of

us

belie

ve, a

nd o

ther

s in

terv

iew

wel

l.

We’

ve h

ired

leve

ls o

f man

agem

ent n

ow th

at h

ires

com

pete

nce.

We’

re n

ot c

olla

bora

ting.

7G u

sed

to h

ave

the

freed

om to

thin

k an

d w

onde

r.

We

have

a lo

t of p

eopl

e of

yes

terd

ay.

We

just

can’t

get o

ut o

f our

ow

n w

ay.

It’s

hard

to m

ake

a lin

k be

twee

n th

e bu

sine

ss a

nd th

ose

glob

al im

pera

tives

.

We’

re n

ot a

s ni

mbl

e as

we

shou

ld b

e.

Yeah

that’s

a g

ood

one.

Abso

lute

ly tw

o 7t

h re

aliti

es.

Half

the

com

pany

love

s it

whe

n w

e sa

y w

e w

ant t

o be

a b

illio

n.

This

place

is w

hack

ed.

Circ

umve

ntin

g de

cisi

ons

is a

cul

tura

l hab

it.

Peop

le d

on’t

feel

like

they

hav

e th

e ab

ility

to d

evel

op h

ere.

We’

re n

ot fo

rgiv

ing

enou

gh.

Som

e pe

ople

wor

k re

ally

har

d.

We

don’

t hav

e a

lot o

f rig

or.

Peop

le h

ave

a se

nse

of p

ower

less

ness

.

They

don’t

shar

e.

Over 5

0 wearin

g Dockers

There is a great sense of community here.

Someday i want to run this company.

People are still excited about the equity of the brand.

I’m thrilled.

R&D under Tim

We’re very attractive to work with because we’re pioneering in a whole new world.

There are no assholes here.

I’m very fortunate to work here.

John Murphy sees the light in it.

I love being able to come in here.

I’ve been given a voice and a level of trust and appreciation and value.

i love this place. I love who I work with. I have a lot of fun. I like what i do. I’m here because 7G is what it is.

There is an expectation here that we will do the right thing, and there is never a penalty for that.

The GIVE - proposition is still right on.The vast majority of people are here for something more than a paycheck.

Marketing is starting to work really well.People want to be here.

Roll-up strategy

@cherylheller dsi.sva.edu

William Easterly @cherylheller dsi.sva.edu

6. Disruptive innovation crosses

boundaries.

@cherylheller dsi.sva.edu

@cherylheller dsi.sva.edu

7. Stories are real.

@cherylheller dsi.sva.edu

27@svadsi @cherylheller

8. Creativity is bigger than innovation.

Design is more than thinking.

@cherylheller @svadsi@cherylheller dsi.sva.edu

56

What we didStand up.

Organize around an issue

Put up a flag

Say why you care

Draw your greatest hopes and fears

Map your assets

Write your shared vision.

Draw your strategy for getting to that vision.

Everyone, commit to something.

DSIDesign for Social Innovation

57

What we didn’t doWork as individuals. (Be who you need to be but work as a group)

Work in silos (shared vision)

Focus on problems

Laws vs accountability

Heroes vs citizens

Context vs culture

DSIDesign for Social Innovation

@ SVADSI @Cheryl Heller

Co-creation

See, Map

ObserveInquireExploreConnect

Envision

PlayCreateExperimentDefine

Strategize,PrototypeTestMeasureAccelerateImplement

Engage,AmplifyAttractAdaptEvaluateTeach

DSIDesign for Social Innovation

H

“You must forgive me, my dear friend. I’m a lover of learning, and trees and open country won’t teach me anything, whereas men in the town do.”

Socrates

62

Thank you. Anything else you want to know?

@cherylheller @svadsi

DSIDesign for Social Innovation

63

Join us. Thank you.

@cherylheller @svadsi

DSIDesign for Social Innovation